Educating the Next Generation
The University of Pennsylvania partners with MBT Marketing to promote its online graduate programs, including the renowned Master of Computer and Information Technology (MCIT Online) offered through Penn Engineering. MBT leads creative strategy, media planning, and campaign optimization to attract high-caliber applicants seeking Ivy League education with real-world impact.
Our work spans full-funnel marketing strategy, from awareness and engagement through intent and conversion, connecting Penn’s prestige and academic excellence to prospective students around the world. Through disciplined testing, data-driven optimization, and strong creative execution, Penn continues to see consistent year-over-year growth in qualified leads and enrollment outcomes.
Our Work Includes:
Awareness, consideration, and intent-based media planning and optimization
Creative development for digital, social, and video campaigns
Messaging frameworks emphasizing career outcomes and program flexibility
Landing page strategy and performance tracking
Prospect journey design and conversion funnel analysis
Reporting and data-driven insights for ongoing optimization
Impact Highlights:
Year-over-year increase in qualified lead volume and conversion rate
Expanded awareness of Penn Engineering’s MCIT Online program nationally and globally
Improved cost-per-lead efficiency through strategic testing and audience segmentation
Enhanced storytelling that highlights prestige, flexibility, and student success
Strengthened brand alignment across multiple Penn schools and program touchpoints