GMASS Webinar | How to Use Marketing Messages for Every Stage of the Candidate Journey

Interested in learning more about the candidate journey? Want to see real examples of successful marketing campaigns?

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We all know that prospective graduate students should never be marketed to with a “one-size-fits-all” approach. But in a world where we start a conversation with them with limited information about their motivation, timeline or concerns, how do we elevate our communication from basic personalization to true relevance and move them to take action?

Listen to this informative webinar led by two EAB enrollment marketing experts, Petia Whitmore, Principal and Consultant, and Brittany Murchison, Managing Director. With over decades in managing recruiting strategies for graduate students, they will discuss how to create truly effective campaigns to reach your candidate at every part of their journey.

Listen today and learn how to:

  • Conceptualize a student journey that follows your prospective students’ timeline
  • Leverage micro-surveys strategically to qualify intent
  • Create truly effective campaigns with highly strategic content and calls to action to nurture and move candidates to apply
  • Customize your GMASS searches to match your campaign content and messaging


Petia Whitmore, Principal and Consultant, EAB
Petia Whitmore joined EAB’s Adult Learner Recruitment Services team in 2017. Previously, she held senior leadership positions at Babson College, where she served as Dean of Graduate Admissions, and Emmanuel College, where she was Executive Director of Graduate and Professional Programs. In her role, Petia supports EAB’s current and prospective clients, providing insight into effective recruitment strategies for graduate students. She thrives on helping devise creative solutions to the complex challenges that are part of graduate management education recruiting. She is passionate about new program development and leveraging technology to create an outstanding candidate experience. Petia earned a Master of Science in Mechanical Engineering from Technical University in Bulgaria and an MBA from Babson College.

Brittany Murchison, Managing Director, EAB
Brittany Murchison oversees program marketing strategy for EAB’s Adult Learner Recruitment (ALR) cohort including creative direction, channel optimization, and audience segmentation. Brittany partners with clients to design the student journey both online and offline, maximizing marketing ROI throughout the enrollment funnel. Prior to joining ALR, Brittany spent over a decade managing corporate marketing and client retention marketing for EAB. In this capacity, Brittany has played a leading role in the development of digital marketing strategy, lead generation tactics, and sales acquisition competencies. Brittany holds a bachelor’s degree in advertising and public relations from the Pennsylvania State University.


Paula McKay, Director, Product Management, GMASS
Paula McKay oversees the GMASS product for GMAC’s student recruitment division. She has been with GMAC for over 15 years and has held several roles including managing customer care, marketing, and product management. She loves working with schools and candidates to help them find each other and she specializes in how to maximize leads, product improvements, and marketing consulting. Paula holds a bachelor’s degree in business and leadership from George Mason University.