• Screen Shot 2016 11 21 At 12.50.24 PM
  • Georgetown

A Crabtree + Company designed ad in lit kiosk in a Washington, DC Metro station.

Georgetown University, McDonough School of Business

GU MSOB.vert RGBAs you'd expect from a top business school, they'd analyzed their own statistics and concluded that prospects attending information sessions tended to apply.

Georgetown University's McDonough School of Business offers a range of business and leadership degrees, and as they said during the competition we won, "If we can get the candidates to our information sessions, we can convince them to attend Georgetown."

So they asked us for an integrated marketing campaign to do just that. We devised the campaign, won the approval of deans and administrators, and created direct mail pieces, Internet banner ads, subway platform banners, and over 30 ad variations for newspapers, magazines, and even the Kennedy Center's Playbill.

The direct mail pieces were designed to engage a younger and business-savvy audience by using business-related puns. We featured recent graduates such as the manager at e-learning firm BlackBoard who was now "chalking up profits."

Our campaign did the trick; both attendance and applications rose markedly.

"Crabtree + Company exceeded our expectations with the creative they proposed and implemented for our new advertising campaign. It was as if they could read our minds and knew what we wanted – even before we knew it was what we wanted."

– Chris M. Kormis
Associate Dean and Chief Marketing Officer 
McDonough School of Business
Georgetown University

A variation of more than 60 different ads
Conference Materials 2012
Program catalog for attendee information for an entrepreneur conference
Georgetown Agenda
Program catalog for attendee information for an entrepreneur conference
Postcards describing international executive management program
Direct mail pieces employing business puns
Msb 1 720
Ads in various publications
Msb 2 720
Solicitation booklet, with envelope and wrapper, describing executive management program