Overview
The Goal
MAXIMIZE VISIBILITY OF TOP-RANKED PROGRAMS:
Johnson Graduate School of Management, Dyson School of Applied Economics and Management and the School of Hotel Administration
The Strategy
IDENTIFY AND DEVELOP
stories about new academic and/or admissions-focused programs and initiatives, faculty research and leadershipESTABLISH
content partnerships with top-tier business education media to spotlight ongoing initiativesBUILD
relationships with prominent b-school influencers
The Execution
SECURED WORLDWIDE MEDIA ATTENTION
for new Johnson academic programsBUILT RELATIONSHIPS
with influencers having the most robust reach and resonance to create content aimed at prospective b-school studentsPROMOTED THE LAUNCH
of its dual-degree program Tsinghua University in Beijing
The Results
GREW CORNELL JOHNSON’S DIGITAL REACH
among industry influencers; increased Twitter followers by more than 100%
PLACED FACULTY RESEARCH
in top-tier broadcast, newswire and financial media like AP, The Economist, CNN, WSJ and Bloomberg Business Week
COORDINATED DESK SIDE MEETINGS
for faculty and leadership with top-tier business and education reporters, including The Financial Times, Inside Higher Ed and U.S. News & World Report.
