Recently, Marshall B. Ketchum University was able to leverage their Lean Marketing Framework™️ and partner with 454 Creative to deploy a social media and search pay-per-click campaign meant to boost enrollment for their Fall 2020 semester. In light of the urgent challenges with COVID-19, they were forced to pivot quickly to digital marketing tactics, and thanks to the Lean Marketing Framework™️, they had all the elements in place needed to act swiftly.
Marshall B. Ketchum University was founded by its namesake in 1904 in Fullerton, CA. More than 100 years later in 2016 the College of Pharmacy welcomed its inaugural class of next generation pharmacists. After two successful years, MBKU’s Marketing team realized that they needed to formalize the COP’s growth strategy and engaged 454 Creative to build a Lean Marketing Framework™. Within the process of building a Lean Marketing Framework™, 454 Creative benchmarked the college’s competitive set and performed a comprehensive Digital Marketing Analysis to understand what MBKU was up against. This information was then used to define MBKU’s brand messaging and ensure that it meets our DC3 standard; meaning it’s Differentiated, Clear, Compelling, and Customer-centric.
Shortly after completing the LMF™ in early 2020, 454 Creative was called in to convene with the President of the University, the Dean of the College of Pharmacy, as well as the MBKU recruiting and marketing teams for an urgent meeting. The COP had a minimum of 40 seats to fill before a June deadline and was tracking behind schedule from years past. Then COVID-19 hit, sending all previous in-person recruitment tactics into uncharted virtual territory.