Imagine asking an alum to avoid saying amazing things about your school? What? That’s totally counterintuitive, especially when you may have recruited this person to participate in a school-sponsored campaign.
Logic suggests that you’d want them to raise their hand and talk about how a teacher or experience on your campus prepared them for some form of success. It only makes sense to draw that line back to the school in order to evoke a sense of connection and pride.
Babson’s looking to change the way people view and value entrepreneurship, and they’re doing it by highlighting alumni in all sorts of settings via short, 2-minute videos. This is all part of a bigger, multi-year campaign to crowdsource a new definition of “Entrepreneurship.”
Each alumni story makes the case (and provides some excellent teaching lessons) without ever mentioning the school. It’s quite a feat, and one that I think can serve as inspiration for private school fundraisers and marketers.
Sarah Sykora, Chief Marketing Officer and Vice President at Babson College, joined me to talk about the campaign. She shares their goals, some of the early performance metrics, and how they pulled this campaign together in a compressed amount of time.
Our 20+ minute conversation is jammed with great takeaways that I hope you’ll enjoy!
About the Author
Peter Baron is the Chief Member Relations Officer at the Enrollment Management Association. Prior to joining EMA, Peter served as a senior product marketing manager, for Blackbaud K-12. Peter is the founder of edSocialMedia, a community-driven site dedicated to exploring the role of social media in education. He regularly contributes to various online communities and education conferences like NAIS, CASE/NAIS & SSATB to explain the importance of providing modern, user-friendly experiences for school constituents. Peter also serves as a trustee for Wolfeboro, The Summer Boarding School and is an Executive Committee member of TABS’ North American Boarding School Initiative.Follow on Twitter More Content by Peter Baron