SEED GRANT CAMPAIGN

  • App
  • Social media
  • Event
  • Web app & landing
  • Online pr & advertising
  • Mail marketing
  • Video
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A 360 campaign to encourage Moldovans to apply for MBA in US

Challenge

For most talented professionals from Moldova studying in Harvard, MIT or Yale seems like an unattainable goal because they can’t afford the exorbitant costs of high quality MBA education.

In 2015, in order to address this problem and increase the number of change agents who enrolled in business schools WNISEF launched SEED Grant - an unprecedented scholarship that covers up to 100% of tuition costs for local applicants who are accepted to top 50 MBAs in USA.

WNISEF approached Granat with the challenge to shift perception in young professionals that a prestigious MBA is “out of their league” and to attract grant applicants as early as 6 months after the launch.

Solution

We developed a strategy for a half-year campaign, as well as the concept and produced a landing page, interactive web app, a printed guide, digital display advertising and PR, video spot and organized a 2-days event and press conference.

Created a spot to explain the essence of the grant, its advantages and a call-to-action to apply.

Wrote and designed a 20+ pages PDF guide to help potential students apply to business school in the US.

Launched a landing page (LINK: www.seedgrant.md) where users could read more about SEED Grant, but also subscribe to our newsletter. In the interactive web app (LINK: quiz.seedgrant.md/) users discovered the selection of business schools fit for them, according to their experience and interests.

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We organized a Press-Conference and a 2-days event for Companies and Students, which was attended by 150+ people. We relied heavily on the power of ambassadorship, as we published PR articles and reportages about our speakers, most of whom are MBA graduates. Online advertising, both video and static, helped us get the message across to our target audience.

result

The SEED Grant campaign started in December 2015, and while it’s too early to share long-term results, we can report the following:

  • The digital content generated over 1.5 million impressions
  • 150 potential students visited the presentation event
  • 1000+ people participated in the online quiz “What MBA best suits you”
  • Almost 12000 people visited the landing page, while 670 subscribed for our newsletter
  • Over 15 news and video reportages published – Prime, Realitatea.md, Publika, Agora, AllMoldova, Jurnal.md, Diez

Most importantly, the first ever Moldovan was awarded a SEED scholarship and will begin her studies in September.

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