Project Overview

The academic landscape has shifted significantly in recent years. Government policy changes are affecting enrollment across the country, affordability concerns continue to grow, and prospective students are questioning the ROI of higher education more openly than before. Business schools have to respond with programs and pathways that meet students where they are, both financially and in terms of career readiness.

Business Master's Pathway (4+1) is one of Simon's responses. It creates an earlier, more affordable entry point into a Simon master's degree, giving undergraduates from any major a streamlined path to earn both a bachelor's and a Simon master's in five years across MS options in Accountancy, AI in Business, Business Analytics, Finance, Marketing Analytics, and Management. It also connects students with career support like the Benet Career Management Center while they're still in undergrad, so they can start aligning on long-term goals before they graduate, not after.

What made the web strategy different was the audience structure. BMP had to reach three distinct groups at the same time: URochester juniors, high school seniors, and undergraduates at six partner institutions (Allegheny College, College of Wooster, Hobart and William Smith Colleges, SUNY Geneseo, Union College, Ursinus College). Each group had different incentive structures, different entry paths, and different decision contexts. A single BMP program page wasn't going to serve them. The site had to become the coordination point for a cross-functional campaign spanning paid social, paid digital, organic social, email, and outbound partner outreach.

Brandan Galloway

UX Strategy and Design

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Brandan Galloway | UX Strategy & Design