Background

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John Hopkins University sought to understand how their business school could best be marketed to prospective MBA students. With several creative assets they needed guidance on imagery, messaging and placement. To address their needs I developed a mixed method research plan, conducting qualitative focus groups followed by a quantitative survey.

Focus groups enabled feedback from key audiences to creative assets as we observed reactions and uncovered red flags. The quantitative survey then allowed us to retest updated versions of creative assets and select the best options for going to market. In the final report I provide high-level guidance on refinements to copy and visuals, allowing Johns Hopkins to create an effective marketing strategy.