Management Leadership for Tomorrow helps encourage, recruit, and prepare minority academic stars to enter elite business schools and the business world beyond. The organization’s programs help identify potential business leaders from the ranks of college students and entry-level business positions. The candidates are then readied for the rigors of business school, and connected to the best MBA programs in the country. Later, the organization’s mentors and corporate sponsors match program graduates to elite employers.
Management Leadership for Tomorrow (MLT) needed a site that would attract potential MBA candidates with excellent academic records from a variety of career stages—from as early as high school, through the college years and into entry-level positions. These students needed to be directed to the right MLT program and through the enrollment process as effortlessly as possible. Other key audiences for the site include the top business schools, potential mentors for program students, as well as the corporations that sponsor the programs and benefit from early introductions to these budding business stars.
Lippincott created a site design and identity appropriate for MLT’s fresh attitude in a rarified academic environment. We developed an organizational and navigational scheme that meets each audience’s objectives. Students new to the site can easily find relevant information based on their career stage while simple questions lead them quickly to the most appropriate MLT program.
The enrollment and registration tools that we created reduced errors, let users engage with the MLT enrollment process at several levels and collected just enough personal data at each stage to allow pre-filtered return visits—thereby encouraging further exploration and commitment.
With a sophisticated yet easy-to-use site design, we helped MLT look just as smart and successful as the students, schools and businesses it serves.