Miami University had competed with regional MBA programs to attract the most driven, talented, and qualified students. Our challenge was to create a single campaign that communicates the success of the relatively young full-time MBA program, while simultaneously launching Miami’s new part-time professional MBA program on a new campus. We leveraged strength and repute of the Miami brand to promote its students as the Masters of Business, empowered to drive their own careers. The campaign helped the part-time program surpass recruiting goals for qualified applicants by 27%. Just a testament to what a solid reputation can do when it’s amplified with a little swagger and sophistication.