M Business
Recruitment campaign for the Asper School of Business (University of Manitoba)
The M Business campaign is Asper School of Business's largest recruitment campaign, running static and video creative across Meta and YouTube. I was asked to lead the 2025-26 version of the campaign and refined the strategy for each format.
For static creative, I prioritized clarity — what a student would actually do, where they'd study, and what degree they'd earn — and split messaging by audience, domestic versus international.
For video, I benchmarked the creative of Canada's top business schools and found that the strongest performers relied on testimonials, using them to let students describe the program in their own words while projecting the confidence it builds. I applied that insight to Asper's messaging, centring community and industry connection, mentorship, career development, and Winnipeg's value as a small business hub.
Key improvements. Impactful results.
Tasked with delivering the 2025–26 campaign on a budget reduced by roughly a third from the previous year, I audited the graduate program pages to address mobile and UX gaps, then built a multi-channel strategy spanning social media video ads, graphics, copy, and an automated email nurture sequence. Despite the reduced budget, conversions* more than doubled, and cost per acquisition dropped by approximately 58%.
The result: a 3.6% increase in MBA applications and a 6.4% increase in MSCM applications.
*Conversions are defined on the media buying channel as: The user clicks on ‘Apply now’ or ‘Starting or continuing an application’.
Social Media ads: Static Creative
Story format. Top-of-funnel, domestic audiences.
Story format. Retargeting for MSCM leads.
Story format. Retargeting for MBA leads.
Carousel format. Retargeting for MFin leads.
Key UX/UI enhancements for mobile performance
A key finding from reviewing the site data for Aper’s graduate program pages was that a significant amount of traffic came from mobile devices.
Working within the design limitations of the site’s styling and layout, I reduced the length of the intro text to occupy less real estate, while maintaining the key messaging to promote the program. Additionally, only the CTA buttons associated with the conversion of leads into applicants were kept in the new web design.
Automated Email Sequence: Lead Nurturing
Asper’s automated email sequence includes six different emails addressing key information that helps prospective students apply to their program of interest. i.e., Employment data or info session registration pages. These emails were sent for two weeks to the leads who signed up to have their profiles assessed for admission.
