The University of Maryland Robert H. Smith School of Business is an internationally recognized leader in management education and research. I worked with LMD's editorial and strategy team to develop key benefit messages and copy for a regional, digital advertising campaign for the Smith School's Part-time MBA and Executive MBA programs. Specifically for the Part-time MBA program, we developed two key benefit messages in order to test which was more compelling to target audiences. For both the Part-time and Executive MBA programs, each digital ad clicked through to a complementary, message-specific landing page.

 

Below, please find:

- Smith Effect Landing Page (all graduate degrees)

- Smith Part-time MBA

        - Digital Ads & Landing Page, Message A (flexible curriculum, three campuses, more electives)

        - Digital Ads & Landing Page, Message B (value, national ranking, faculty, career services, alumni)

        - Metro Platform Ads & Car Cards

- Smith Executive MBA (EMBA)

         - Digital Ads & Landing Page (1 Message: executive development, career coaching, senior-level learning)

The Smith Effect Landing Page (all graduate degrees)

Part-time MBA Animated Digital Ad, Message A

Part-time MBA Landing Page, Message A

Part-time MBA Animated Digital Ad, Message B

Part-time MBA Facebook Ad (Message B)

Part-time MBA Landing Page, Message B

2015 Metro Ads: Platform & Car Cards

2015 Digital Ads

Executive MBA Animated Digital Ad

Executive MBA Facebook Ad

Executive MBA Landing Page