"Other MBA programs hire expensive PR firms and agencies to produce industrial videos to attract new students," said Sam Turcotte, producer-director of the film and a second-year University of Texas/Austin MBA student.
"Our film, by contrast, is targeted at corporate executives [to encourage them to recruit from the school] and is entirely student-produced and -developed."
The 5-minute videotape is the product of two years of in-depth research, including interviews and focus groups with corporate executives and recruiters, as well as business school administrators, students and faculty. The entire project cost less than $20,000.
Mr. Turcotte and Blair Rhodes, associate producer, said the aim is to give Texas name recognition and to differentiate it from other well-known schools.
"We wanted to do something more `Hollywood' .. We didn't want a `talking heads' film, with charts. We wanted to convey a more down to earth, casual feeling," Mr. Turcotte said.
The videotape intersperses the story line with interviews of students in the program and corporate executives who have hired Texas MBAs.
A direct marketing campaign, aimed at corporations that haven't recruited at the school in the past, kicked off this month.