The newly appointed executive director of the master of business administration (MBA) program at the College of Business at BizHub University decided to use influencer marketing to address the declining enrollment trend in MBA programs, spearheading a campaign that partnered with a local influencer. By leveraging the influencer's established online presence and credibility, the campaign utilized Instagram and LinkedIn to share engaging and authentic content. The objective of the strategy was to increase not only visibility and engagement but also applications and enrollments. Implementing an influencer marketing campaign in higher education brought challenges and successes, and while these provided valuable insights into digital marketing strategies and their impact on enrollment growth, BizHub had to determine how to best evaluate the long-term impact of the campaign on enrollment trends, and consider the best way to expand the campaign going forward, including exploring other platforms and bringing in other influencers.
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