CHALLENGE

The University of Michigan Ross School of Business Executive Education (U-M EE) program engaged Stratacomm to help raise its profile amongst senior executives and talent managers in the face of declining enrollments and an increasingly competitive marketplace.

STRATEGIC APPROACH

Through strategic media relations outreach, Stratacomm began to position U-M EE and its faculty as thought leaders in the areas of talent management, human resources, positive leadership, innovation and business acumen. Stratacomm's approach included regularly pursuing placement of articles authored by the top faculty, and scouting for trends and other opportunities to position them as expert resources to the media.

In addition, Stratacomm was the voice behind their newly-launched U-M EE e-newsletter. Drafting monthly content promoting the faculty and program areas, Stratacomm helped U-M EE ensure it was providing both prospective and past participants with an e-newsletter that truly was an extension of the classroom experience.

RESULTS

To date, Stratacomm has placed articles in Talent Management magazine, Training magazine, Leader to Leader, Leadership Excellence, Chief Executive, Diversity MBA magazine, dBusiness, and e-Detroiter (the Detroit Chamber of Commerce’s monthly e-newsletter), with many more pending.