A series of boutique MBA events as well as year round online content dedicated to the world’s top business schools
MBA recruiting in 2011
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You could be forgiven for thinking that the market for MBA fairs, workshops, 1to1 interviews, and online recruitment events was ... well, saturated.
3 What do your peers think?
From Abu Dhabi to Zurich, from New York to New Delhi, there seems to be no shortage of companies contacting you with offers of tours, online marketing and publications.
But are these events really working?
Are you satisfied with the results you are getting?
2 MBA recruiting in 2011
4 A Blue Ocean Strategy 5 A pipeline of qualified and diverse candidates
6 Well-informed, wellconnected
7 Where and why? 8 And what is the right timing? 9 What would events look like? 10 What would agenda look like?
11 Different
Product & Options
12 How do we generate enough candidates in the world?
13 Why can we guarantee enough candidates in Russia and Ukraine?
14 Impact pre and post Fair 15
www.mbastrategy.ua
16 Working with media:
traditional and social
17 Contacts
What do your peers think? We’ve interviewed dozens of programme directors and marketing managers at the world’s top business schools to understand their recruitment needs and market assessment. Below is a sample of their replies:
1 2 MBA recruiting in 2011 3 What do your peers think? 4 A Blue Ocean Strategy 5 A pipeline of qualified and diverse candidates
“It is harder to justify the expense of all these events. Our ROI is declining.” “You don’t recruit at big MBA Fairs, it is just about branding.” “Large table top events with 100s of schools are proving to be less and less effective.”
“There is no room for creatively differentiating our programme.”
6 Well-informed, wellconnected
7 Where and why? 8 And what is the right timing? 9 What would events look like?
“Candidates attending these events are rarely very targeted, and attendance numbers are visibly declining.” “There is little attraction for our school to share an event with second and third tier programs.”
10 What would agenda look like?
11 Different
Product & Options
12 How do we generate enough candidates in the world?
13 Why can we guarantee enough candidates in Russia and Ukraine?
14 Impact pre and post Fair 15
www.mbastrategy.ua
16 Working with media:
traditional and social
17 Contacts
A Blue Ocean Strategy Clearly the time is right to revisit the MBA recruiting model, and develop a more personalised and effective recruiting event model that:
1 2 MBA recruiting in 2011 3 What do your peers think? 4 A Blue Ocean Strategy 5 A pipeline of qualified and diverse candidates
focuses on the top schools
6 Well-informed, wellconnected
7 Where and why?
provides more opportunity to stand out from the crowd is based on collaborative ideas and shared creativity
8 And what is the right timing? 9 What would events look like? 10 What would agenda look like?
11 Different
Product & Options
builds an ecosystem for high-calibre events and online interaction that resonates with today’s MBA candidates school-oriented product development, open to feedback and ideas
12 How do we generate enough candidates in the world?
13 Why can we guarantee enough candidates in Russia and Ukraine?
14 Impact pre and post Fair 15
www.mbastrategy.ua
16 Working with media:
traditional and social
17 Contacts
A pipeline of qualified and diverse candidates Certain candidates will find your school through their own network and research. But with our market knowledge, media contacts and year round presence in the cities we are focusing on, we want to bring in new pipeline of highly targeted and motivated candidates. Sure, there will be plenty of engineers, bankers and IT specialists, but also:
1 2 MBA recruiting in 2011 3 What do your peers think? 4 A Blue Ocean Strategy 5 A pipeline of qualified and diverse candidates
6 Well-informed, wellconnected
7 Where and why? 8 And what is the right timing? 9 What would events look like? 10 What would agenda look like?
seek out young professionals with non-typical backgrounds
encourage more women to consider an MBA
11 Different
Product & Options
12 How do we generate enough candidates in the world?
13 Why can we guarantee enough candidates in Russia and Ukraine?
14 Impact pre and post Fair -
help you bring fresh perspective and diversity to your incoming class
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www.mbastrategy.ua
16 Working with media:
traditional and social
17 Contacts
Well-informed, well-connected
A physical event is only one part of the MBA recruitment plan. To make sure you meet candidates who are well-informed about the MBA before they meet you, and who stay in touch with you after shaking your hand at a fair, we believe that authentic online content and engaging social media make the difference.
1 2 MBA recruiting in 2011 3 What do your peers think? 4 A Blue Ocean Strategy 5 A pipeline of qualified and diverse candidates
6 Well-informed, wellconnected
We speak the same language as potential applicants:
FAQs
online games
blogs
7 Where and why? 8 And what is the right timing? 9 What would events look like? 10 What would agenda look like?
content
11 Different
Product & Options
chat rooms
12 How do we generate enough
connected
iPhone
local roots expertise
webinars
tweets
wall posts disarming videos
candidates in the world?
13 Why can we guarantee enough candidates in Russia and Ukraine?
14 Impact pre and post Fair 15
www.mbastrategy.ua
16 Working with media:
traditional and social
17 Contacts
Where and why? Expand the truly international business hubs: New York, DC & Toronto, London, Dubai & Singapore
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Drill deeper into the BRIC markets: Sao Paulo & Rio, Moscow & St Petersburg, Mumbai & Delhi, Shanghai & Beijing
Transform the European conundrum: tough EU markets, and those with high potential such as Ukraine & Georgia
3 What do your peers think? 4 A Blue Ocean Strategy 5 A pipeline of qualified and diverse candidates
6 Well-informed, wellconnected
7 Where and why? 8 And what is the right timing? Singapore
9 What would events look like? London
10 What would agenda look
Shanghai
Toronto
like?
Moscow
11 Different
Product & Options
Dubai
12 How do we generate enough candidates in the world?
Washington
Delhi
Kiev
13 Why can we guarantee enough candidates in Russia and Ukraine?
Proven markets with high ROI
Developing markets with high growth rate
Markets where we can guarantee results
14 Impact pre and post Fair 15
www.mbastrategy.ua
16 Working with media:
traditional and social
17 Contacts
And what is the right timing?
1 2 MBA recruiting in 2011 3 What do your peers think?
Fall 2011
Spring 2012
4 A Blue Ocean Strategy
Kiev Tues 27 Sept
New York Feb 2012 Washington DC Feb 2012 Sao Paulo Feb 2012
Mumbai Feb 2012 Dubai Feb 2012
diverse candidates
Asia
Toronto Feb 2012
India / GCC
Moscow Sat 24 Sept
Americas
Europe
5 A pipeline of qualified and
Beijing Spring Shanghai Spring
6 Well-informed, wellconnected
7 Where and why? 8 And what is the right timing? 9 What would events look like? 10 What would agenda look like?
11 Different
Product & Options
12 How do we generate enough candidates in the world?
13 Why can we guarantee enough candidates in Russia and Ukraine?
14 Impact pre and post Fair 15
www.mbastrategy.ua
16 Working with media:
traditional and social
17 Contacts
What would events look like? A key question for us is: What makes the difference for an audience that is attending the event - because they already know they want to do an MBA? There is no “one size fits all format” that applies to every market. So we take the best from each format.
1 2 MBA recruiting in 2011 3 What do your peers think? 4 A Blue Ocean Strategy 5 A pipeline of qualified and diverse candidates
6 Well-informed, wellconnected
400 targeted candidates for TOP schools ~40 strong candidates after the fair.
FAIR
ROUNDTABLE
“Go to Market” roundtable with HRs, CEOs and experienced educators on the CIS.
7 Where and why? 8 And what is the right timing? 9 What would events look like? 10 What would agenda look like?
11 Different
Product & Options
10 best pre-selected, ready-to-apply candidates. Pre-application support, assisting in interview.
12 How do we generate enough
ONE 2 ONE
WEBINARS
Exclusive webinars with the schools before and after the fair.
candidates in the world?
13 Why can we guarantee enough candidates in Russia and Ukraine?
14 Impact pre and post Fair 15
www.mbastrategy.ua
16 Working with media:
traditional and social
17 Contacts
What would agenda look like? Saturday, 24 September (Moscow) Timing
Type of Activity
9.30-12.00
ONE 2 ONE MEETING SESSION
12.00-13.00
LUNCH
13.00-13.30
OPENING AND PROGRAM REVIEW
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Description Personal meetings with pre-selected candidates based on schools’ demands: Set of interviews with committed and talented professionals, special time dedicated to detailed profile evaluation of candidates.
Presentation of participating schools, speakers, hosting company. Introduction to the fair structure and main features. ‘Go to Market’ COFFEE-ROUNDTABLE Interactive presentations of major market players on the issues of CIS marThe main idea is to obtain up-to-date ket: core problems and features, mentality, hiding opportunities. 13.30-15.00 knowledge on the CIS market and the Opinion leaders: two experienced HR Managers; two top managers of leadbenefits of a long-term partnership with ing CIS companies from different sectors. decision makers in the corporate sector. Moderated discussion by one of the organizers of the fair. Question/Answer round. Networking with speakers, opportunities for further cooperation with CIS 15.00-15.30 COFFEE-BREAK corporate sector. Fair arrangement, quick introduction to survey tools and Automatic Data 15.30-16.00 FAIR ARRANGEMENT Collection System. THE FAIR: 2 Registration models: • Opening. Start of on-site registra• self-registration on-site 16.00-19.30* tions. The automated kiosk • registration with the help of the hostesses. • Meetings with candidates Communication with candidates. • Fair closing and final data collection. Data collection. On-site surveys. Two panel discussions in the presentation room: • GMAT hot questions, 17.00-18.00 PANEL DISCUSSIONS • “Overstep the boundaries of business education – from the capitals to the regions.” 2-3 Web Video Integrations in order to reach regional auditory and gain VIDEO CONFERENCE/ALUMNI PREextensive coverage. 18.00-18.40 SENTATION Possibility to ask a question in online format. OR Special alumni presentation for those schools that cannot be present on the fair. 19.30-22.00 DINNER WITH CANDIDATES Dinner with the participation of exceptional candidates. Free format.
* Opening hours may vary on working days
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4 A Blue Ocean Strategy 5 A pipeline of qualified and diverse candidates
6 Well-informed, wellconnected
7 Where and why? 8 And what is the right timing? 9 What would events look like? 10 What would agenda look like?
11 Different
Product & Options
12 How do we generate enough candidates in the world?
13 Why can we guarantee enough candidates in Russia and Ukraine?
14 Impact pre and post Fair 15
www.mbastrategy.ua
16 Working with media:
traditional and social
17 Contacts
Different Product & Options Product & Options Boutique MBA Event (400-500 candidates) Face-to-Face highly pre-selected candidate interviews (live or using Citrix GoToMeeting) Panel discussions/seminars on the fair (2 topics) “Go to Market” Roundtable with local experts and corporate sector ( plus online video broadcasting) Exclusive Webinar (for one school), 30 participants Alumni re-presentation (local alumni or official country interviewer) Dinner with school representative, local experts and pre-selected exceptional candidates Before-event promotion in Russia and Ukraine (mbastrategy.ru, mbastrategy.ua, partner’s web-sites) After-event promotion in Russia and Ukraine (mbastrategy.ru, mbastrategy.ua, partner’s web-sites) Special dedicated Facebook business school’s event promo-page Automatic visitors data collection system (easy to collect and process) Detailed event survey Participation in candidates pre selection Networking with CIS corporate sector Estimation ROI after the fair (3,6 months)
PRICE
“Strong Market Penetration” Package
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“Go-to-Try” Package
3 What do your peers think?
(if you want try with low initial investments)
4 A Blue Ocean Strategy
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diverse candidates
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+
Online
+ -
+ +
9 What would events look like?
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10 What would agenda look
2 articles, 2 videos, 1 interview, 1 profile, 1 banner 1 article, 1 photo-report, 1 email shot to all visitors + + + + + +
1 article, 1 video, 1 interview
2500 Euro
1500 Euro
(if Russia and Ukraine are very interested)
5 A pipeline of qualified and 6 Well-informed, wellconnected
7 Where and why? 8 And what is the right timing?
like?
11 Different
Product & Options
+ -
12 How do we generate enough candidates in the world?
13 Why can we guarantee enough candidates in Russia and Ukraine?
14 Impact pre and post Fair 15
www.mbastrategy.ua
16 Working with media:
traditional and social
17 Contacts
How do we generate enough candidates in the world? 3 key principle of success on local markets: Our local partners – strategic long term partners with an invested interest in the success of the events
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Each of partner has 40-80 of local market share, and they know their markets inside and out.
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1 2 MBA recruiting in 2011 3 What do your peers think? 4 A Blue Ocean Strategy 5 A pipeline of qualified and diverse candidates
Local language, local landing page, local PR for business schools
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6 Well-informed, wellconnected
7 Where and why? 8 And what is the right timing? 9 What would events look like? 10 What would agenda look like?
11 Different
Product & Options
For over 70 years, Kaplan has domi- The largest MBA community in China, with over 560,000 nated the US test prep market. They registered members receive tens of thousands of annual and more than 8 million page enquiries for business, providing courses and materials for almost half views month. the GMAT market.
Since 2004, MBA Strategy are market leader in Russia, Ukraine, Kazakhstan, Georgia and other CIS countries. Total market share in these countries are about 70%.
India’s biggest and most trusted MBA resource website, used by over 700,000 MBA applicants every month to make informed decisions about business school study in India and abroad
By offering partners a real sense of involvement and ownership they provide promotional efforts 365 days a year to candidates who know the basics about business school.
12 How do we generate enough candidates in the world?
13 Why can we guarantee enough candidates in Russia and Ukraine?
14 Impact pre and post Fair 15
www.mbastrategy.ua
16 Working with media:
traditional and social
17 Contacts
Why can we guarantee enough candidates in Russia and Ukraine? 85% Đžf MBA/GMAT
preparation market share in Russia, Ukraine and Kazakhstan
â„–1 top visiting portal
for the majority of MBA applicants from CIS
More than 1000 MBA/ GMAT/TOEFL clients in Russia and Ukraine. Major corporate clients: McKinsey, BCG, PWC and top 20 companies in Ukraine and Russia
1 2 MBA recruiting in 2011 3 What do your peers think? 4 A Blue Ocean Strategy 5 A pipeline of qualified and diverse candidates
6 Well-informed, wellconnected
7 Where and why? 8 And what is the right timing? 9 What would events look like? 10 What would agenda look like?
11 Different
Product & Options
12 How do we generate enough candidates in the world?
13 Why can we guarantee enough candidates in Russia and Ukraine?
14 Impact pre and post Fair 15
www.mbastrategy.ua
16 Working with media:
traditional and social
17 Contacts
Impact pre and post Fair www.mbastrategy.ua In terms of web services that could be provided on the www.mbastrategy.ua:
1 2 MBA recruiting in 2011 3 What do your peers think? 4 A Blue Ocean Strategy 5 A pipeline of qualified and diverse candidates
6 Well-informed, well-
Student Blogs Student Blogs – peer to peer content is among the most effective forms of communication to potential applicants. Profiles are searchable based on nationality, gender, academic and professional experience.
Locally hosted online chat sessions
connected
7 Where and why? 8 And what is the right timing?
SmartPhone adapted materials SmartPhone adapted materials – we make sure that candidates can research schools where they want, when they want and how they want, so material are conceived with iPhones, Ipads and Blackberrys in mind.
Locally hosted online chat sessions – join the regional discussion groups and tailor your school strengths market by market. Moderated by local host with expert cultural knowledge
9 What would events look like? 10 What would agenda look like?
11 Different
Product & Options
12 How do we generate enough candidates in the world?
13 Why can we guarantee enough candidates in Russia and Ukraine?
14 Impact pre and post Fair 15
www.mbastrategy.ua
16 Working with media:
traditional and social
17 Contacts
Impact pre and post Fair www.mbastrategy.ua In terms of web services that could be provided on the www.mbastrategy.ua:
1 2 MBA recruiting in 2011 3 What do your peers think? 4 A Blue Ocean Strategy 5 A pipeline of qualified and diverse candidates
Interactive School Profiles Interactive School Profiles – go beyond the institutional message of your school website by sharing content for MBA-focused social media
Pre-Fair FAQs
6 Well-informed, well-
Pre-Fair FAQs – maximise your face to face time with well-informed candidates by sharing responses to frequently asked questions about admissions, finances, visas etc.
7 Where and why?
connected
8 And what is the right timing? 9 What would events look like? 10 What would agenda look
MBA25TV Video Chat MBA25TV Video Chat – refreshing and informal video interviews with students, staff and faculty, hosted by b-school expert Matt Symonds
Your ideas Your ideas - our collaborative approach with school reps that we have known for many years encourages a source of fresh and innovative thinking for MBA outreach. Recruitment for tomorrow, not yesterday.
like?
11 Different
Product & Options
12 How do we generate enough candidates in the world?
13 Why can we guarantee enough candidates in Russia and Ukraine?
14 Impact pre and post Fair 15
www.mbastrategy.ua
16 Working with media:
traditional and social
17 Contacts
Working with media: traditional and social
1 2 MBA recruiting in 2011 3 What do your peers think? 4 A Blue Ocean Strategy 5 A pipeline of qualified and diverse candidates
6 Well-informed, wellconnected
7 Where and why? 8 And what is the right timing? 9 What would events look like? 10 What would agenda look like?
11 Different
Product & Options
12 How do we generate enough candidates in the world?
MBA Strategy’s online resources are the main information sources about MBA and Master’s programs admission for 99% of people from CIS. We use such instruments as on-line chats, on-line conferences, webinars, video, podcasts, banner advertising, articles, news, etc. Our Media Network allows us to work in close cooperation with traditional and social media partners all over the world.
13 Why can we guarantee enough candidates in Russia and Ukraine?
14 Impact pre and post Fair 15
www.mbastrategy.ua
16 Working with media:
traditional and social
17 Contacts
Let the revolution begin! www.mbastrategy.ua Dmitriy Bondar Founder e-mail: bondar@mbastrategy.ua skype: bondardmitriy
1 2 MBA recruiting in 2011 3 What do your peers think? 4 A Blue Ocean Strategy
Valeria Radko Project Manager e-mail: radko@mbastrategy.ua skype: Valeria Peppermint
5 A pipeline of qualified and diverse candidates
6 Well-informed, wellconnected
7 Where and why? 8 And what is the right timing?
Advisory Board Matt Symonds – leading expert in the field; partner with 120 media organizations around the globe; implemented marketing campaigns in 35 countries that annually attracted over 60,000 MBA candidates.
9 What would events look like? 10 What would agenda look like?
11 Different
Product & Options
12 How do we generate enough candidates in the world?
13 Why can we guarantee enough candidates in Russia and Ukraine?
14 Impact pre and post Fair 15
www.mbastrategy.ua
16 Working with media:
traditional and social
17 Contacts