The Questrom MBA Lookbook

As the writer/editor at Boston University Questrom School of Business, my desk was home to just about every marketing piece you could imagine: promotional posters, one-pagers, our award-winning magazine Everett, lookbooks for Questrom's portfolio of programs. I churned out tons of copy — and used an eagle eye to edit all of it.

When Questrom's admissions team requested a new brochure to market the school's MBA programs, I wanted to tell a real story with it. I wanted to display big, bold headlines so even a quick flip would give the reader a feel for the school. I wanted it to be an evergreen narrative, rather than facts and stats that would go stale. I wanted to call it a lookbook, not just a brochure. Check out some of the spreads:

The Business Education Jam

In collaboration with IBM and premier sponsors such as Johnson & Johnson and Santander, the Questrom School of Business launched the Business Education Jam: Envisioning the Future. An unprecedented 60-hour online conference, the Jam united thousands of participants across the globe — students, researchers, executives, scholars — to brainstorm solutions to a more innovative future for business education. My part? Writing copy to engage all of those audiences. The words I wrote appeared on window clings, mugs, stickers, emails, fact sheets, our marketing website, and more. Our team's efforts attracted 6,000 registrants worldwide.

Jam participants logged on and discussed everything from the potential of millennials to the value of an MBA. Over three days, certain themes popped up across the virtual platform again and again. Actionable solutions emerged from the conversation. With the help of IBM’s analytics, I helped write and edit a report on the most crucial Jam findings: “Reimagining Business Education: A World of Ideas.” Take a look at some of the pages: