CASE STUDY
Pepperdine Graziadio Business School's Strategic Turnaround:
How Integrated Marketing Led to Highest Enrollment in 13 Years
Faced with declining enrollment, Pepperdine Graziadio Business School required strategic intervention. I developed a six-pronged integrated marketing strategy to drive awareness, engagement, and enrollment.
Challenges included low visibility, weak media relationships, and inadequate engagement across stakeholders. My holistic approach addressed these issues through:
-
Communications and Public Relations: A comprehensive strategy that secured top-tier media coverage, generating over $500M in media impressions.
-
Event Strategy and Management: Fostered engagement through high-profile events, resulting in over 250M media impressions and a 4% YOY increase in registration.
-
Digital Marketing: Leveraged user-generated content and digital strategies to improve social media presence, email open rates, and paid media click-through rates.
-
Partnerships: Secured a partnership with AEG (Anschutz Entertainment Group), leading to internships, experiential learning opportunities, and the first-ever sports and management program.
-
Content Creation: Increased consumer engagement by 60% through a content strategy that encompassed diverse assets and a brand ambassador program.
-
Rankings Improvement: Streamlined ranking processes, achieving a 20% improvement in overall rankings.
This integrated marketing approach not only reversed declining enrollment but also led to the highest enrollment rate in 13 years, positioning Pepperdine Graziadio Business School for sustained growth in the competitive business education landscape.