In our work with Michigan State University, we learned that their Master of Marketing Research program was seeking an extremely specific audience. Their prime candidates were 26 years of age or older, already in relevant marketing or research fields, and had a 3-3.5 GPA while in school and/or five
years of work experience. The program needed to attract students earlier, in order to allow time for inquiry, application, and enrollment in accordance with established timelines.
In particular, the program desired to improve the quality of the applicant while improving the number of those applicants admitted and ultimately, enrolled.