Case Study: Cass Business School

Cass, part of City, University of London, Sir John Cass Business School is among the global elite of business schools that hold the gold standard of ‘triple-crown’ accreditation from the Association to Advance Collegiate Schools of Business (AACSB), the Association of MBAs (AMBA) and the European Quality Improvement System (EQUIS).

Cass is consistently ranked amongst the best business schools and programmes in the world which, coupled with an established 40-year reputation for excellence in research and business education, enables us to attract some of the best academics, students and businesses worldwide.

The Challenge:

Cass launched a new range of executive education course, and asked Industry to help generate interest in their flagship programme – Strategic Leadership in Action – aimed at Directors of enterprise-level companies.

The Campaign:

Industry sourced a dataset of 10,000 relevant decision makers to use in the campaign.

Each prospect was sent a personalised email inviting them to be one of the first to review the course content.

If interested, prospects could reply back to receive a copy of the programme overview.

The Results:

The campaign generated over 500 requests for the programme overview from companies like Tesco, Volkswagen and Sony, creating a significant new business pipeline for Cass.

Sharon Sagoo, Business Development Director at Cass, said “Industry has helped us run a number of successful lead generation campaigns to support a number of initiatives. We look forward to working with Industry as part of a longer-term strategy”.

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