Carlson School of Management Master of Marketing Program
Attracting Gen Z to the business community through creative and native outreach.
About.
The Carlson School of Management is a leading graduate education institution in the Twin Cities. To expand its reach and resources for new learners, the School introduced a new graduate degree—the Master of Marketing program—launched in fall 2021.
Our Challenge.
The Carlson School didn’t want to create ‘just another business program.’ Their goal was to reach a new target; bright and innovative Gen Z individuals outside of the pre-existing business community. The challenge was not only locating this audience, but also catching their attention in an already saturated media market.
The Campaign.
Shifting to a new target required research to balance its trusted brand voice with fresh communication. Backpack’s social and competitor audit informed a tailored campaign and media plan designed to meet the audience where they are and build authentic connections.
From this work, we developed two campaigns across Instagram, Twitter, LinkedIn, and YouTube, using a mix of still graphics and GIFs to capture attention and drive engagement.
The Impact.
Backpack gave the Carlson School a fresh way to engage younger prospective students while staying true to their established brand voice. The campaign introduced new social platforms and a Gen Z–focused approach to existing ones. Sharp text and bold design helped the school show this audience that their Master of Marketing program isn’t “just another business program,” but a place to thrive.
