Women’s MBA Landing Page and Enrollment Strategy

Objective

To create a positive, empowering, and high-converting landing page to generate leads and increase women’s enrollment in Scheller’s MBA programs.

Landing Pages

Landing pages are the first thing visitors will see when visiting our website. It is vital to have a strategy for how we want visitors to experience Scheller College of Business. The most common ways of structuring a landing page are:

Lead generation: These pages are designed to get people’s contact information so we can follow up with them in the future. These pages often have forms that visitors fill out and submit. Since we already have a lead gen form, we can use that form and personalize it for women.

– Informational: These pages are designed for when visitors want more information about something on your site or about the company itself. They often include links to other website sections, videos, and scrolling text blocks with more details about the company or product being promoted (Think Foleon brochure for women).

First, we will create an informational women’s MBA landing page.

My preliminary pre-work included:

Researching women’s MBA enrollment trends
Researching the top business schools with a high enrollment of women, reviewing their content, and putting myself into their funnels.
Researching motivations for pursuing an MBA
Researching reasons why women are hesitant to pursue MBA degrees

Women's MBA enrollment trends

The number of female applicants to business school is rising, and more women are graduating with an MBA. This trend is due to various factors, including greater flexibility, better work-life balance offered by some programs, and a desire among women to be treated equally in the workplace.

A recent study conducted in July 2022 concluded that 8% of all CEOs of fortune 500 companies were female. Source:https://www.wbcollaborative.org/women-ceo-report/

Business schools with a high enrollment of women

Content and Opportunity Gap Analysis

The top three and their strategies:

University of Pennsylvania Wharton 52%

Collab with Forte Foundation
Personalized schools visits to highlight women-friendly initiatives and funding options
UPenn was also the first university to offer MBA programs admission to women
Upenn also had a record high 7% LGBTQ+ enrollment
Personalized portal for women https://www.whartonwomen.org/
Podcast for women- Broken Glass https://www.whartonwomen.org/podcast
They work with sponsors https://www.whartonwomen.org/sponsors
No minimum or maximum years of experience requirement

Northwestern University Kellogg 49%

Target 5000 influential women candidates
Bi-annual women’s summit
Hire 5-7 female faculty
Provide 30-35 scholarships
Kelloggs Center for Executive Women to equip women with the right networks, management skills, and knowledge to break cultural barriers and enter senior management positions.

Duke University Fuqua 48%

Leading with connection
Received support from male counterparts through a male ambassador program.
The Association of Women in Business

SEO

With the ever-increasing competition among universities for student recruitment, investing in SEO is becoming an essential part of any university’s marketing strategy. SEO can help Scheller to reach more potential students and get higher rankings on search engine results pages. It can also help them to build brand awareness and trust with their target audience. The average cost per click for keywords related to MBA is $20. Working on our SEO efforts would create an evergreen funnel of leads.

Keywords	Search Volume	Story/Blog Post Content Suggestions
MBA for women	100-1k	MBA Programs for Women with Specialized Coursework MBA Programs for Women Who Want to Lead MBA Programs for Women Empowerment
Forte MBA	100-1k	Forte MBA partner schools
Best MBA programs for women	10-100	Top MBA programs for women
Best MBA programs for working moms	10-100	Executive Women: Balancing Home, Work and School. ( Feature a woman who is an executive and currently enrolled).
Women and MBA	10-100

Messaging and Overarching Tone

Empowering	Transformative
Motivational	Realistic
Transparent	Resonant
Authenticity	Inclusive

Motivations for Pursuing an MBA

Reasons	Content Suggestions
Promotion at work ( status)	Get Promoted Faster at Work with an MBA MBA Promotion at Work: 5 Tips to Get Promoted Increase Your Chances of Getting Promoted by Going Back to School
Earn more money	How to Earn More Money as an MBA Graduate
Switch careers	MBA to Change Careers: How to Choose the Right Program MBA to Switch Careers: How to Make the Transition Why You Should Get an MBA if You Want to Switch Careers —
Become a better business leader	How to Leverage Your Strengths as a Woman Business Leader and Make an Impact

Reasons why women are hesitant to apply (after conducting research on MBA programs)

Reasons	Content Suggestions
Wondering if they have enough time. Life/Work balance.	Balancing Life and Work for Women pursuing an MBA.
Insecurities (not sure if they can learn new programs and software)	The Benefits of Learning Today’s Business Software keywords: online business software training, learn new business software quickly, upskilling with business software) What Are The Best Resources To Learn About Business Software? keywords: online courses for business software, tutorials for business software, webinars on modern business solutions) Start Learning About Modern Business Solutions to Stay Ahead in the Digital Age
A 2016 Graduate Management Admission Council (GMAC) study found that 30% of U.S. women cited “obtaining funds” as their biggest challenge.	Tips on How to Make the Most of Your Financing Options When Pursuing an MBA Degree keywords: budgeting tips for students with loans, financial planning advice for students)
Lack of female role models	Meet the women of Scheller
Lacks encouragement from employers.	Making a Compelling Case to Your Employer About Why You Should Pursue An MBA Program
Uncertain about their return on investment	Blog Outline: Introduction: What is the ROI of an MBA and How Can You Maximize It? keywords: mba degree, roi mba, return on investment, mba value) The Benefits of Getting an MBA Degree & How It Can Help Your Career keywords: mba program benefits, career advancement with mba, career growth with mba) The Cost of an MBA and How to Make it More Affordable keywords: mba cost, tuition costs for mba programs, ways to finance your mba degree) Exploring Different Types of MBAs and Which One is Right for You keywords: different types of mbas, online vs. traditional programs, full-time vs. part-time programs) Understanding the Job Market After Graduating with an MBA & Finding the Right Fit for You

Source:Why women are the MBA minority and how that could change | Fortune

Content for the informational landing page

Above the fold
Motivating and empowering video ( example below)
Women’s College – Brenau University

Lead Magnets

Contents of the E-book

Introduction: Why Elevating Women in the Workplace is Important

Keywords: gender equality, female empowerment, workplace diversity, gender gap)

The Benefits of Promoting Gender Equality & Diversity in the Workplace

Keywords: women’s rights, equal pay for equal work, women’s leadership development)

How to Create an Inclusive Environment for Women at Your Company

Keywords: gender-inclusive policies, unconscious bias training, flexible working hours, family-friendly policies)

What Companies Can Do to Support and Encourage Women Leaders

Keywords: mentorship programs for women leaders, sponsorship programs for female professionals, career coaching and development for women)

Conclusion: How to Take Action and Create Lasting Change in Your Organization

Keywords: support women in the workplace initiatives

The Scheller Precedence for Women (What is the Scheller Precedence for Women? If you want to attract women, be intentional about it, so let’s create precedence.This should be a section on the landing page.)

Gender Parity in the Workplace Initiative

Challenge employers to commit to gender parity in the workplace

Scholarships for Women

Offer branded and sponsored scholarships for women.

Scheller’s Commitment to Diversity

Link to DE&I’s landing page
Create a DE&I certificate program that is included in MBA programs

“Scheller’s commitment to diversity should be led by Scheller’s precedence for women. A focus on gender parity in the classroom is indicative of a comprehensive commitment to Diversity, Equity and Inclusion.”- Nicole Soltau, Marketing Strategist.

Display related articles written about women

Example from Wharton https://mba.wharton.upenn.edu/topic/women/

Data-Driven Content Recommendations

Based on a study conducted by GMAC in 2018 from a prospective survey, the data reflects female candidates considering full-time MBA programs stated that major influencers were current business school students and alumni.

Additionally, research conducted by our GRA Savannah in 2022 indicates that enrolled students prioritized recommendations from colleagues and peers as a source during their MBA search process.

Influencers

Rolling out an alumni program to create actively engaged Scheller Evangelists/ Ambassadors. Alumni can arrange for a table set up with their employer for Scheller to promote MBA programs. Create more alumni events.
Monthly feature of a current MBA student ( live webinar that can be later used as on-demand content)
Video Q&A testimonials from alumni
Quote or Q&A from employers ( why do they hire Scheller graduates?)

Scheller’s Mentor Meetup

This could be in person or webinar format
Invite women alums to tell their story
Invite women alums as guests to Scheller Lunch Time Live

Meet the Women of Scheller

Conduct video interviews of women enrolled in our MBA programs

Meet “ Faculty Spotlight”

Feature/Interview faculty (women and men).

Quotes from the Dean

The Dean’s vision for women at Scheller
President Cabrera’s vision for women at Georgia Tech

Meet MBA Teams

Photo /Video introductions from each MBA team.

Scheller’s Mentor Meetup

This could be in person or webinar format
Invite women alums to tell their story
Invite women alums as guests to Scheller Lunch Time Live

Resources for Women

List resources here

Monthly Newsletter for Women

Add newsletter subscription box to landing page
The audience will be subscribers as well as women enrolled in Scheller’s undergraduate programs
The content will be value packed with very little promotion. 80/20.

List MBA clubs for women

Wireframe for the women's landing page (TBD)

Appendix

women-and-the-full-time-mba_continuing-the-push-for-progress_march-2019.pdf (gmac.com)

The Role Of MBAs In The Rising Number Of Women Leaders (forbes.com)
Top 25 MBA Programs – Women Percentage (2022) | F1GMAT MBA Admissions Consulting, Essay Editing, and Interview Prep

https://mba.wharton.upenn.edu/class-profile/