CLIENT The Kellogg School of Management at Northwestern University is one of the world’s top business schools and a world leader in providing executive education, offering more than 45 programs. As the “for profit” department of the University, executive education contributes significant operating revenues that are critical to funding general education and overhead. CLIENT CHALLENGE After the tech bust and 9/11, the market for executive education declined and Kellogg began to see significant softening of their enrollments. Kellogg had long relied on direct mail to create both demand and conversion, but they were not utilizing proven DM techniques and did not have a database that allowed them to understand who was attending their classes (job title or function) or what kinds of c

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