Harvard Kennedy School Executive Education

Digital • SEM

Going Global With Higher Ed

Harvard Kennedy School Executive Education is unlike most higher education brands and requires government, non-profit and private organization candidates that are leading their industries in policy development. The targeting approach must be unique to balance the support both domestic and international participation. Our digital media solution required a target segmentation strategy that deployed worldwide wih a focus on seven unique audience profiles. By segmenting down from over 37 programs to 7 common audiences and creating triage support campaigns for any individual programs that were lagging, we were able to create greater efficiencies and balance the need for program enrollment and worldwide participation. Not only did we achieve the overall program enrollment goals, supported each progam independently but maintained 50% of all participants from International countries.