Oversee, direct, and manage FY09 (July 1 2008 June 30, 2009) MBA advertising campaign
The selected agency will be responsible for assisting the University of Louisville College of Business Graduate
Business Programs in the following areas:
a) Branding
Helping us to develop a unique and ownable brand image that will build awareness and recall throughout the
region. The brand image will need to be successfully applied across a wide range of uses including literature, web,
shirts, pens, billboards, signage, etc. This also includes helping us to build a unique identity for each one of our
programs which currently include Professional MBA Evenings, Professional MBA Saturdays, IMBA MBA
for Entrepreneurial Thinking, and the MAC Master of Accountancy.
b) Media
Helping us to select the most effective media for transmitting our message to prospective students and decision
makers in our region. Responsible for stretching a limited budget so that the College gets the best exposure
possible across a variety of media. Responsible for negotiating favorable rates with media vendors, for placing the
advertising, and ensuring that the correct advertising runs at the appropriate times.
c) Advertising
Helping us to develop effective advertising that will help the College achieve its goals. The advertising
campaign should be strong enough to include an umbrella strategy that touts the benefits of the U of L MBA
programs in general while flexible enough to communicate the unique benefits of each individual program. The
advertising campaign must work across all mediums including print, radio, billboards, internet, etc. Advertising
must help build our brand while achieving our two main goals which are increasing the number of students and
improving the quality of those students.
