Mission House Creative


Full-Time MBA Degree Recruitment

INSTITUTIONAL BRANDING CASE STUDY
A degree above the rest.
The branding of UNC’s Kenan-Flagler Business School

Creative Thinking

	1) Degree Recruitment
		• Master of Business Administration (MBA)
		• Executive MBA (Evening and Weekend)
		• Bachelor of Science in Business Administration (BSBA)
	2) Branding
	3) Non-Degree Program Marketing
	4) Alumni Magazine
	5) Frank Hawkins Kenan Institute of Private Enterprise

Full-Time MBA Degree Recruitment
Speaking directly to the aspirations of this young adult MBA audience, the purpose was to increase the number and quality of applicants to UNC’s program. MHC chose photos and verbiage depicting real-world career goals and how UNC uniquely prepares graduates to achieve those goals. The cover photo was purposefully chosen to demonstrate the vantage point of an MBA student looking towards the future. Photos, layout and copy for each of the first six spreads each focused on demonstrating a different key selling point (credentials and career opportunities, global opportunities, faculty and resources, location and resources, and student body), with compelling corporate polish. The last three spreads listed essential program/application information and statistics, logically organized via tabbed pages. An interactive CD (containing more information, interviews, and links to the School’s Web site) rested on a hub on the back page.