Me, first

Me, first. Now there's an idea that appeals. So is an MBA that is customised to the needs of the student - which is exactly what The University of Sydney Business School has done.

And Me, First is the name of the campaign that gho has created to promote it.

The campaign for the MBA had to connect with students who were attracted to the benefits of an MBA but starting to question the inflexibility and standardisation of many MBA programs. Gho won its advertising in a competitive pitch.

The University of Sydney Business School's marketing head, Michelle McDonald, said that what was needed was a campaign that demonstrates the progressive and contemporary nature of this MBA. “An MBA is a serious undertaking that requires much consideration, and we specifically needed to convey the mould-breaking design of our program. Right from the start, gho understood the challenges of presenting such a different MBA from a university with a more traditional reputation.”

Peter Hosking, managing director at gho, pointed out that given the investment made by future students in both time and money, reassuring potential applicants through easily accessible content and providing them with the ability to engage with people and information was critical.

“The Me, First campaign has been borne out of the fundamental truth that this MBA program’s design is different from anything else on the market. Our role has been to ensure a depth of understanding to the benefits of this new design. Key to this has been providing the content and social tools to enable prospective students to talk to the program directors and other students to not only build interest but also reassure people that it’s the right choice for them.”

gho has also created an on-campus experience using street chalking and a photo booth to highlight the focus on the individual, as well as outdoor posters, a website including video content about the MBA, a blog, eDMs, and media sponsorships including one with the Australian Financial Review.

The campaign starts now, for enrolments for the class of 2013.