The UB/Towson MBA
MBA Advertising and Marketing Campaign


The University of Baltimore and Towson University had recently seen a decrease in MBA enrollments, part of a larger national trend. To address a drop in interest, the schools reevaluated the entire notion of an MBA. Working with respected business leaders, employers, and faculty, UB and Towson redesigned a new program from the ground up to create a more relevant business education. With the new program in place, they needed a marketing campaign that was equally ambitious to drive interest and attract top-notch students.


idfive worked with the marketing team from both schools to identify the program’s core differentiators and match them to the needs of today’s students. We focused heavily on the customizability of the degree and the opportunity for students to build a bespoke MBA that matched their interests and personalities. The new campaign helped to consolidate the benefits and values of two respected schools while ultimately creating a new brand identity for the program in the process.