A few years ago we tore into this one school for their really bad advertising. (Both those ads were clearly created by the same agency – maybe the same one who did this year’s campaign for this other school. Eek!)
We recently saw a new marketing campaign from that first school we had previously ripped on, and this time we said, “WOW!”
Now THIS is a school that gets it!
When a school can’t compete directly on brand, then going after the next-best-thing — the thing that comes up the most for BSers — makes a LOT of sense. While we’re torn on this as a selection device, we know that more and more BSers are choosing schools based on their hopes of getting a scholarship.
You will note, of course, the qualifier “top” next to “students” in that ad. This doesn’t say that they’re giving out those scholarships to everyone. You still gotta impress them before you’ll have a chance of getting paid to earn your MBA!!
Happy to see this school now resides in the “got a clue” camp.