The Goal

CORNELL SC JOHNSON COLLEGE OF BUSINESS - 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 Plan

CORNELL SC JOHNSON COLLEGE OF BUSINESS - The Plan
  • IDENTIFY AND DEVELOP
    stories about new academic and/or admissions-focused programs and initiatives, faculty research and leadership
  • ESTABLISH
    content partnerships with top-tier business education media to spotlight ongoing initiatives
  • BUILD
    relationships with prominent b-school influencers

The Execution

CORNELL SC JOHNSON COLLEGE OF BUSINESS - The Execution
  • SECURED WORLDWIDE MEDIA ATTENTION
    for new Johnson academic programs
  • BUILT RELATIONSHIPS
    with influencers having the most robust reach and resonance to create content aimed at prospective b-school students
  • PROMOTED 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.

CORNELL SC JOHNSON COLLEGE OF BUSINESS - The Results

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