At Carnegie Mellon University (CMU)’s Tepper School of Business, static creative had stalled across key programs. Everspring rebuilt the positioning and refreshed the creative approach across the Master of Business Administration (MBA), Master of Science in Business Analytics (MSBA), and Master of Science in Management (MSM), turning each program’s value into sharper, audience-specific messages built to perform.

The work focused on making the programs easier to compare, easier to understand, and more compelling in market. On Meta, the new creative did more than attract attention. The ads featured below moved better-fit prospective students from interest to action: clicks through to Tepper’s site increased 21%, the rate of visitors becoming leads grew 69%, and the cost to generate each lead was cut nearly in half, down 47%.

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.

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.

We shifted from static to fully animated creative across Meta, using motion to surface the hook early and keep retargeting audiences engaged—especially search clickers who had not yet converted.

At Carnegie Mellon University (CMU)’s Tepper School of Business, static creative had stalled across key programs. Everspring rebuilt the positioning and refreshed the creative approach across the Master of Business Administration (MBA), Master of Science in Business Analytics (MSBA), and Master of Science in Management (MSM), turning each program’s value into sharper, audience-specific messages built to perform.

The work focused on making the programs easier to compare, easier to understand, and more compelling in market. On Meta, the new creative did more than attract attention. The ads featured below moved better-fit prospective students from interest to action: clicks through to Tepper’s site increased 21%, the rate of visitors becoming leads grew 69%, and the cost to generate each lead was cut nearly in half, down 47%.

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.

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.

We shifted from static to fully animated creative across Meta, using motion to surface the hook early and keep retargeting audiences engaged—especially search clickers who had not yet converted.