UCLA Anderson turned to student video stories for its Fully Employed MBA program as the pandemic moved recruitment online in 2020, according to StoryTap’s customer case.
The school used the platform to gather student accounts and distribute them through its website, video pages and social channels. The goal was to give prospective students a more direct view of the experience when in-person conversations were limited.
StoryTap reports that 59% of viewers in the measured video journey reached the FEMBA admissions page within two clicks. That is a website-navigation measure, rather than the percentage who applied or enrolled.
The case shows how current participants’ experiences can help an audience evaluate a consequential decision. The videos sit alongside program information and an applicant’s own assessment of fit.
The program began during 2020. Date shown is the case page’s original publication date, not an admissions-results date.
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