Make your brand the answer, everywhere students look.
Brand-to-Demand integrates institutional positioning, narrative strategy, and AI discoverability — so brand decisions drive measurable enrollment outcomes.
Brand strategy and performance, built as a single system.
HUMAN TRUTH
Meaning that moves people.
MARKET TRUTH
Distinction the market recognizes.
MACHINE TRUTH
The way you get found.
8×
Growth in AI Overview
visibility for partners
6×
Enrollment growth
for partners
Brand that doesn't just tell your story — brand that enrolls.
Brand strategy that shows up in results.
From strong brand to stronger program demand
MSM needed skills-first momentum. MSF neded a messaging reset to match its actual audience.
Shifted from program
features to career confidence
Prospects weren't asking what they'd study—they were asking what they'd be able to do. We moved the story from program features to career outcomes, giving each audience a reason to see themselves in the brand.
Clarified diferentiation so value lands first
In a crowded graduate market, generic positioning gets skipped. We identified the specific territory each program could own—and built messaging that made the value clear before a prospect clicked anything.
Built for how prospects actually discover and decide
Creative was engineered for platform behavior—Meta prospecting and retargeting for the MSM, LinkedIn for the MSF. Copy hierarchy and visual weight were tuned for how each audience scrolls, evaluates, and converts.
What we delivered:
Research-driven program messaging
Brand voice and campaign narrative
Full creative suite
across Meta + LinkedIn
Audience-specific copy and visual systems
Re-engaged pipeline by turning positioning into performance creative
Static creative had stalled. We reset positioning and rebuilt performance creative across the MBA, MSBA, and MSM.
Built three messages for three different decision mindsets
MBA prospects needed confidence this credential stays relevant as the market shifts. MSBA prospects wanted proof in outcomes data. MSM prospects needed a credible entry point without a business background. We aligned each program to what its audience actually needed to hear.
Led with specifics instead of prestige
Peer programs relied on broad prestige cues and static branding. We positioned each Tepper program around what a prospect could quickly understand and compare—outcomes, program structure, and proof points that differentiated in a crowded field.
Engineered to break fatigue and re-engaged intent
We shifted from static to fully animated creative across Meta and LinkedIn, using motion to surface the hook early and keep retargeting audiences engaged—especially search clickers who had not yet converted.
What we delivered:
Audience-specific messaging strategy across three programs
Outcome-first creative system designed to reduce ad fatigue
Fully animated creative suite for Meta and LinkedIn
Prospecting and retargeting built to re-engage non-converters
Built to be the MBA AI recommends
Students are asking AI which MBA to choose. CSUMB needed to show up with clear answers, not generic MBA langauge.
Answering the real questions behind "Should I apply?"
Prospects were not looking for prestige framing. They were asking if they could afford it, fit it around work, and trust the outcome. We rebuilt messaging around those decision questions with direct proof and plain language.
Turned CSU value into a competitive advantage
Regional MBA programs sounded interchangeable. We positioned CSUMB as the practical California MBA for career builders—rooted in the Central Coast, built for working professionals, and priced to make the decision possible.
Built for AI answers, not just web pages
We restructured the microsite so AI and search could interpret and surface the program accurately for queries like "affordable MBA in California" and "MBA for working professionals." Schema, structure, and authority signals made the program easier to find and easier to choose.
What we delivered:
Program messaging refinement within CSUMB brand guidelines
Microsite redesign for brand continuity and conversion clarity
Updated visuals from partner-provided photo and video assets
Schema and structured content architecture for AI discoverability
Brand is what students remember. Demand is where they find you. You need both, working as one.
Everspring's Brand-to-Demand framework connects every upstream brand decision to downstream enrollment outcomes.