Launching the First Online MBA from the University of St. Thomas

The University of St. Thomas is Minnesota’s largest private university, serving approximately 10,000 students. In 2018, the institution worked with Kiosk to launch their first ever slate of online programs, including the St. Thomas Online MBA Program, offered by the Opus College of Business.

The Challenge

Introduce and differentiate the St. Thomas Online MBA Program in the highly competitive online MBA marketplace. Build, track and convert a viable candidate pool into a highly qualified student cohort for program launch.

The Solution

Kiosk produced a fresh creative platform for St. Thomas Your Journey Online to differentiate the Online MBA from the existing St. Thomas on-campus program.

We tested messaging within a cross-platform media campaign, leveraging paid social, SEM and streaming radio placements. We optimized a mix of persona-based and lookalike audience targeting, with particular success coming from LinkedIn.

Utilizing Kixel, a proprietary Kiosk tracking tool, we were able to track individual candidates through three separate datasets: marketing, CRM and admissions.

By providing an end-to-end creative and technology solution, we were able to provide St. Thomas with an effective, transparent enrollment funnel and ultimately exceed their enrollment goals for program launch.

"A lot of work has gone into creating an online MBA program worthy of the St. Thomas name and reputation. Kiosk was able to develop and execute a plan to ensure the program launched successfully. There were a lot of moving parts, from creative to tracking. Kiosk orchestrated them impressively and effectively."

Lisa J. Abendroth, Ph.D.

Associate Dean, Graduate Program Innovation

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