Lake Forest Graduate School of Management (LFGSM) is the premier graduate business school for working professionals in the Chicago region, with a powerful and unique brand. The School has a long history of hosting open house events called "MBA Previews," during which prospective students spend two hours "test driving" the Lake Forest Leadership MBA program. Silver Tree's task? To market the program and its MBA Preview events in a cluttered marketplace with 36 local MBA programs and during an economic recession in which an elite part-time graduate education is regarded as a luxury. We employed a highly integrated campaign that made use of digital advertising, paid search, social media, direct mail, radio and billboards to successfully attract high-quality candidates to the MBA Preview experience and to prepare them for their admissions process.
