George Washington University
Where Customization Meets Conversion
In the heart of Washington D.C., one of the most competitive graduate markets in the country, The George Washington University faced a challenge: declining enrollment in its graduate programs. The landscape was crowded, attention spans short, and prospects increasingly discerning.
The Brief
Reignite interest. Drive conversions. And position GWSB not just as another business school—but as the destination for ambitious professionals ready to design their own future.
The Big Idea
Enter GWYou—a campaign rooted in personalization, powered by possibility. We didn’t just market programs. We marketed individuality. At its core: a dynamic “certificate” icon, visualized as a fingerprint—an arresting metaphor for the custom paths GWSB students could create.
This wasn’t one message fits all. It was one platform, infinite combinations. A cohesive brand system that flexed to fit MBA candidates, certificate seekers, and global business students alike.
The Execution
Across channels, touchpoints, and time zones, the campaign delivered. Headlines spoke directly to ambition. Visuals reflected uniqueness. And every impression was engineered to convert.
The Results
Let the numbers speak:
MBA Program: +331% in conversions.
MSCERT Program: 68% drop in cost-per-conversion—proof that personalization pays.
MIMMIBS Campaign: 22.2 million impressions—reaching high-intent prospects at scale.
The Legacy
This wasn’t just a campaign. It was a blueprint for the future of graduate program marketing. A proof point that creativity + strategy = results. And the beginning of a long-term evolution, driven by real-time insights and student-first thinking.
