Master of Science, Food Industry Leadership

How the Food Industry Leadership Master’s program achieved 900% growth in program inquiries.

A leading and prestigious private university in Southern California, a globally recognized institution for academic excellence, once offered an innovative Master of Science in Food Industry Leadership (MS.FIL) program. The cohort utilized a cutting-edge blend of theory and hands-on practice to prepare future leaders in the food industry. USC Marshall’s innovative Master of Science, Food Industry Leadership (MS.FIL) program uses a cutting-edge blend of theory and practice to prepare future food industry leaders.

The challenge.

The University approached Echo to help launch its new MS.FIL program, effectively reaching those passionate about the future of food and inspiring them to enroll. They needed a multi-pronged approach to generating significant buzz, attracting the right students, and ensuring the program stood out in a crowded higher education market.

The echo effect.

Echo developed a broad marketing strategy designed to showcase the MS.FIL, combining multiple channels to reach qualified prospective students, including:

Created compelling visuals and messaging that capture the heart of the program and its appeal to prospective students.

Developed targeted Facebook and LinkedIn campaigns to engage potential students.

Personalized direct email outreach targeting USC Marshall’s internal interest list.

Strategic online display ads and AdWords campaigns made the program visible to those actively searching for relevant programs.

A mix of engaging organic and targeted paid social advertising maximized reach and engagement with likely audiences.

Continuous A/B optimization ensured peak ad performance and efficient use of resources throughout the campaigns.

To further extend the program’s reach, we created eye-catching video ads and cohesive branded designs for a consistent and impactful message across all platforms.

Impact and results.

The campaign surpassed expectations. With a 900% increase in weekly program inquiries, a successful first cohort launch, and growing recognition among prospective students, the MS.FIL program is poised for continued success. This targeted approach demonstrates the power of a well-executed marketing strategy for both launching a new program and laying the foundation for ongoing success in the competitive higher education landscape.