Education

Support for higher education depends on a broad base of constituencies, including parents, students, alumni, faculty, state and federal government, public agencies, business leaders and donors -- all comprising the building blocks of institutional support and reputation.

To win that support, institutions must deliver a variety of messages finely tuned to their stakeholders using both traditional and digital media.

Consider all the connections at your institution as the foundation of a virtual campus. As more stakeholders engage online, it will be critical for institutions to connect with their stakeholders to foster the development and support of new online communities. Leveraging the power of alumni, students, prospects and faculty can multiply the impact of creatively inspired communications.

At Coyne, we find ways to imaginatively leverage communications to bring disparate stakeholders together. We strengthen the institution’s ability to deliver integrated messaging to faculty, prospective students and academic peers to drive wider recognition of the institutional brand.

Simon School of Business at the University of Rochester

Issue: This past year, Simon Business School, at the University of Rochester unveiled a new dean, Andrew Ainslie, a highly influential thought leader and go-to source for business school stories in mainstream and higher education trade media. As fallout from the Great Recession in the late 2000’s a debate about the value of an MBA was sweeping the country and many prospective and current students began to question the wisdom of the investment.  Dean Ainslie noticed that not only was no one from the academic community coming forward to contradict this allegation, many business school academics were reinforcing the view with comments of their own. Dean Ainslie noted that no one took the time to conduct the research and sift through the data to prove that an MBA was one of the best educational investments around.

Idea: Coyne PR was tasked to work directly with Dean Ainslie to draft a byline/op-ed on the topic of why an MBA is an exceptionally good investment. Together, Coyne and Dean Ainslie conducted extensive research on the value of an MBA and averaged three years’ worth of data (2009, 2011, and 2013) from the top 70 schools as ranked by Forbes. From that analysis, we calculated the Total Five-Year Financial Gain for earning an MBA; a reduction in Investment Payback Time (ROI); and identified an increase in Post-MBA Starting Pay over Pre-MBA pay.

Impact: Coyne broke through the b-school glass ceiling and placed this byline/op-ed titled, “Why an MBA Remains an Awesome Investment,” exclusively in Poets & Quants, with additional pick-up in Fortune and on the Graduate Management Admissions Council (GMAC) website, among others. Additionally, Inc. featured a story, which was based off of the byline. In the end, the original byline generated 18 stories garnering over 13 million media impressions.

Simon Business School Dean Proves the Value of an MBA

Issue: This past year, Simon Business School, at the University of Rochester unveiled a new dean, Andrew Ainslie, a highly influential thought leader and go-to source for business school stories in mainstream and higher education trade media. As fallout from the Great Recession in the late 2000’s a debate about the value of an MBA was sweeping the country and many prospective and current students began to question the wisdom of the investment.  Dean Ainslie noticed that not only was no one from the academic community coming forward to contradict this allegation, many business school academics were reinforcing the view with comments of their own. Dean Ainslie noted that no one took the time to conduct the research and sift through the data to prove that an MBA was one of the best educational investments around.

Idea: Coyne PR was tasked to work directly with Dean Ainslie to draft a byline/op-ed on the topic of why an MBA is an exceptionally good investment. Together, Coyne and Dean Ainslie conducted extensive research on the value of an MBA and averaged three years’ worth of data (2009, 2011, and 2013) from the top 70 schools as ranked by Forbes. From that analysis, we calculated the Total Five-Year Financial Gain for earning an MBA; a reduction in Investment Payback Time (ROI); and identified an increase in Post-MBA Starting Pay over Pre-MBA pay.

Impact: Coyne broke through the b-school glass ceiling and placed this byline/op-ed titled, “Why an MBA Remains an Awesome Investment,” exclusively in Poets & Quants, with additional pick-up in Fortune and on the Graduate Management Admissions Council (GMAC) website, among others. Additionally, Inc. featured a story, which was based off of the byline. In the end, the original byline generated 18 stories garnering over 13 million media impressions.

Simon School of Business at the University of Rochester

Issue: In 2013, Simon School of Business at the University of Rochester planned to launch a new brand identity for the school that aimed to meet these competitive business challenges head on. Before the new marketing campaign was officially unveiled, Coyne was asked to seed the new campaign’s spirit and messaging leading up to the campaign launch.

Idea: Rather than applying the same well-worn tag lines widely used in higher education marketing, Simon injected a dose of reality with a fresh, no nonsense approach to graduate business education that brings to life a real conversation about today’s competitive business culture. “Toughen Up” was the challenge that Simon issued to future business leaders with the announcement. The team developed an aggressive media outreach strategy, a social media integration plan and some longer-lead creative content to highlight the innovative message Simon.

Impact: The team’s efforts resulted in placements in The Wall Street Journal, Bloomberg Businessweek and PoetsAndQuants.com to name a few. The social media team also raised the level of engagement on Simon’s social media properties receiving a flood of positive responses to the new branding announcement.

Groundbreaking Business School Gets Real

Issue: In 2013, Simon School of Business at the University of Rochester planned to launch a new brand identity for the school that aimed to meet these competitive business challenges head on. Before the new marketing campaign was officially unveiled, Coyne was asked to seed the new campaign’s spirit and messaging leading up to the campaign launch.

Idea: Rather than applying the same well-worn tag lines widely used in higher education marketing, Simon injected a dose of reality with a fresh, no nonsense approach to graduate business education that brings to life a real conversation about today’s competitive business culture. “Toughen Up” was the challenge that Simon issued to future business leaders with the announcement. The team developed an aggressive media outreach strategy, a social media integration plan and some longer-lead creative content to highlight the innovative message Simon.

Impact: The team’s efforts resulted in placements in The Wall Street Journal, Bloomberg Businessweek and PoetsAndQuants.com to name a few. The social media team also raised the level of engagement on Simon’s social media properties receiving a flood of positive responses to the new branding announcement.

Johnson at Cornell University

Issue: The Samuel Curtis Johnson Graduate School of Management at Cornell University turned to Coyne PR to announce the hiring of Soumitra Dutta, a professor currently stationed at INSEAD in France, as the next dean of the Graduate School of Business. With this appointment, Johnson became the first major U.S. business school to hire a dean from a business school outside of the country, the school needed Coyne generate a buzz of international importance.

Idea: Coyne PR developed an international press list comprising reporters and editors from around the globe including the UK and India – which were particular targets. In addition, Coyne PR contracted with a top-flight video broadcasting firm in France, and developed a Social Media Press Release (SMPR) featuring a series of video commentaries by the new dean. The team even went as far as to leave “teaser” messages on top-tier reporters’ answering machines to secure interviews, and crammed in a few weekend hours to ensure global coverage of this historic appointment.

Impact: Coyne PR exceeded the client’s expectations by securing over 250 placements with stories appearing in The Wall Street Journal, Bloomberg, Businessweek, and Fortune. Over 25 International outlets picked up the story including Financial Times, International Herald Tribune, Times Higher Education (UK Pub), MSN India and The Economic Times of India.

International Media Reach

Issue: The Samuel Curtis Johnson Graduate School of Management at Cornell University turned to Coyne PR to announce the hiring of Soumitra Dutta, a professor currently stationed at INSEAD in France, as the next dean of the Graduate School of Business. With this appointment, Johnson became the first major U.S. business school to hire a dean from a business school outside of the country, the school needed Coyne generate a buzz of international importance.

Idea: Coyne PR developed an international press list comprising reporters and editors from around the globe including the UK and India – which were particular targets. In addition, Coyne PR contracted with a top-flight video broadcasting firm in France, and developed a Social Media Press Release (SMPR) featuring a series of video commentaries by the new dean. The team even went as far as to leave “teaser” messages on top-tier reporters’ answering machines to secure interviews, and crammed in a few weekend hours to ensure global coverage of this historic appointment.

Impact: Coyne PR exceeded the client’s expectations by securing over 250 placements with stories appearing in The Wall Street Journal, Bloomberg, Businessweek, and Fortune. Over 25 International outlets picked up the story including Financial Times, International Herald Tribune, Times Higher Education (UK Pub), MSN India and The Economic Times of India.

Johnson at Cornell University

Issue: One of the school’s great strengths is its Center for Sustainable Global Enterprise, which focuses on “The Great Convergence,” a concept which defines the intersection of clean technology and business development at the Base of the Pyramid (BoP). The BoP represents approximately 4 billion consumers with incomes below $3,000 per capita. The Johnson School tasked Coyne PR with educating the media about this extremely important topic, and competitively positioning the Johnson School among its peers.

Idea: The Cornell Global Forum on Sustainable Enterprise featured a roundtable discussion hosted by acclaimed interviewer and broadcast journalist Charlie Rose who led discussions with former vice president and Nobel laureate Al Gore, Fisk Johnson, CEO of SC Johnson, Ratan Tata, Chairman of the Tata Group, as well as key Johnson School luminaries. To create pre/post-event buzz, and reach social and traditional media outside of the greater New York City area, Coyne developed a social media press release (SMPR) which included videos, quotes from key speakers, and background materials on the Center for Sustainable Global Enterprise.

Impact: Coyne’s results were “out of this world” as it secured more than 110 placements, 44 of which represented top sustainability and business blogs.

Global Forum on Sustainable Enterprise

Issue: One of the school’s great strengths is its Center for Sustainable Global Enterprise, which focuses on “The Great Convergence,” a concept which defines the intersection of clean technology and business development at the Base of the Pyramid (BoP). The BoP represents approximately 4 billion consumers with incomes below $3,000 per capita. The Johnson School tasked Coyne PR with educating the media about this extremely important topic, and competitively positioning the Johnson School among its peers.

Idea: The Cornell Global Forum on Sustainable Enterprise featured a roundtable discussion hosted by acclaimed interviewer and broadcast journalist Charlie Rose who led discussions with former vice president and Nobel laureate Al Gore, Fisk Johnson, CEO of SC Johnson, Ratan Tata, Chairman of the Tata Group, as well as key Johnson School luminaries. To create pre/post-event buzz, and reach social and traditional media outside of the greater New York City area, Coyne developed a social media press release (SMPR) which included videos, quotes from key speakers, and background materials on the Center for Sustainable Global Enterprise.

Impact: Coyne’s results were “out of this world” as it secured more than 110 placements, 44 of which represented top sustainability and business blogs.

2U

Issue: As online education innovator 2U launched its “Semester Online” consumer brand, offering engaging, undergrad online courses for credit from top Universities, Coyne was asked to help credential their experience within the higher ed community and pique the interest of students as their second semester of enrollment began.

Idea: Coyne orchestrated a series of media announcements and milestones that would give influencers and education media a sense of Semester Online’s momentum and make the brand more searchable.  And to make the client’s unique user experience tangible, Coyne produced a series of online assets that visually brought the online classroom to life for traditional and online media.

Impact: The campaign secured coverage from key higher ed technology publications such as BizEd, Campus Technology, Education Dive and Education Technology.  The team also achieved a diverse blend of consumer coverage designed to reach students and parents, including an insightful Marketwatch radio interview, a Daily Buzz segment that aired in 165 markets (including priority college markets) and numerous forward-looking stories that ran in community, student and alumni publications surrounding priority universities. In some cases, the news outlets interviewed school officials (registrars or faculty advisors), in turn educating potential customers about Semester Online.

Putting the Media Through Semester Online “Orientation”

Issue: As online education innovator 2U launched its “Semester Online” consumer brand, offering engaging, undergrad online courses for credit from top Universities, Coyne was asked to help credential their experience within the higher ed community and pique the interest of students as their second semester of enrollment began.

Idea: Coyne orchestrated a series of media announcements and milestones that would give influencers and education media a sense of Semester Online’s momentum and make the brand more searchable.  And to make the client’s unique user experience tangible, Coyne produced a series of online assets that visually brought the online classroom to life for traditional and online media.

Impact: The campaign secured coverage from key higher ed technology publications such as BizEd, Campus Technology, Education Dive and Education Technology.  The team also achieved a diverse blend of consumer coverage designed to reach students and parents, including an insightful Marketwatch radio interview, a Daily Buzz segment that aired in 165 markets (including priority college markets) and numerous forward-looking stories that ran in community, student and alumni publications surrounding priority universities. In some cases, the news outlets interviewed school officials (registrars or faculty advisors), in turn educating potential customers about Semester Online.

Penn Medicine

Issue: Penn Medicine turned to Coyne PR to gain a better understanding of the social media landscape and venture into the field, while being mindful of privacy, ownership and content.

Idea: Penn Medicine sought to put a bulls-eye around under-leveraged areas that could be owned solely by Penn Medicine. The means to gaining this knowledge was the execution of an in-depth social media audit of Penn Medicine’s competitors, including Johns Hopkins Medicine, Duke Medicine and Stanford Medicine.  The Coyne team would assess a range of offerings, including Facebook pages, Twitter feeds, YouTube channels, blogs, RSS feeds, e-newsletters, institutional web sites and online magazines. 

Impact: The Coyne team produced a detailed report, which assessed and summarized the social media offerings of seven academic medical centers, with a specific eye toward the tone, frequency, engagement and inter-dependence that each channel provided.  In addition to providing perspective on each center independently, the report also provided a cross-academic center analysis of how each institution stacked up against each other within a given channel.  Lastly, the report provided a snapshot of areas in which no center had a substantial footprint to date, thus an opportunity for Penn to stand out.  

Assessing the Social Media Landscape of the Nation’s Top Academic Medical Centers

Issue: Penn Medicine turned to Coyne PR to gain a better understanding of the social media landscape and venture into the field, while being mindful of privacy, ownership and content.

Idea: Penn Medicine sought to put a bulls-eye around under-leveraged areas that could be owned solely by Penn Medicine. The means to gaining this knowledge was the execution of an in-depth social media audit of Penn Medicine’s competitors, including Johns Hopkins Medicine, Duke Medicine and Stanford Medicine.  The Coyne team would assess a range of offerings, including Facebook pages, Twitter feeds, YouTube channels, blogs, RSS feeds, e-newsletters, institutional web sites and online magazines. 

Impact: The Coyne team produced a detailed report, which assessed and summarized the social media offerings of seven academic medical centers, with a specific eye toward the tone, frequency, engagement and inter-dependence that each channel provided.  In addition to providing perspective on each center independently, the report also provided a cross-academic center analysis of how each institution stacked up against each other within a given channel.  Lastly, the report provided a snapshot of areas in which no center had a substantial footprint to date, thus an opportunity for Penn to stand out.  


client experience
  • 2U
  • Columbus Business School
  • Johnson School at Cornell University
  • Penn Medicine
  • Simon School of Business at the University of Rochester