The goal of the 2020-21 MSU Broad Executive MBA Marketing Campaign was to increase enrollment for the Broad EMBA program, specifically as it relates to women and underrepresented minority students. When most people think of what a business executive or boss looks like, the common demographic that comes to mind is a white, middle-aged male. Our question: How do we change this image and diversify it to be more in line with what the business world should actually be?
In order to change the image of what a boss looks like, we have to show people what we want a boss to look like. Using magazine and newspaper aesthetic design inspiration, we created a full campaign that included materials such as billboards, social media and online advertisements, web pages, and a complete publication highlighting Broad EMBA women as the main characters of our story.