Business Is Their Business

University of Southern California (USC) is one of the most recognizable names in education. Situated in Los Angeles, the proudly diverse university is a global center for arts, technology, and international business.

USC Marshall, the university’s school of business, houses several specialized master’s degrees including the new Master of Science, Food Industry Leadership (MS.FIL). Designed for aspiring food industry leaders, the program teaches critical thinking and provides hands-on experiential opportunities. In a cohort-based learning environment, students learn to use new tools and technologies, practice strategic planning, and learn to manage change.

A Multi-Faceted Approach

In just five months Echo rolled out a comprehensive integrated marketing plan:

Social media advertising on Facebook and LinkedIn

A direct email to USC Marshall’s internal list

Display ads

Google AdWords campaigns

Organic and paid social media

A/B testing was used to determine the most effective ads, and new ads were continually introduced based on that data. Ads were brought to life using video, while cohesive branded designs were introduced across all platforms.

Food for Thought

USC Marshall ran a full first cohort of the MS.FIL—exceeding expectations. The comprehensive outreach campaign grew audience awareness, ramped up weekly program inquiry calls by 900%, and seeded interest for the next cohort running fall 2020.

If you’re ready to find your Echo, contact us now!

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