Georgia Tech

What they asked us to do ...

The Georgia Institute of Technology, a top ten U.S. public university, sought a public relations partner to drive increased awareness of key brand attributes - pioneering technological research and educational excellence - as measured against a considered set of peer institutions including MIT, Stanford, Carnegie Mellon and University of Michigan.
 

What we did ...

Cohn & Wolfe implemented an aggressive, two-pronged media relations campaign aimed specifically at print, broadcast and online outlets that were identified as most significant to Georgia Tech's key audience groups. The campaign consisted of proactive efforts around significant Georgia Tech research news and educational initiatives, as well as a fast-and-furious reverse news room program to position key Georgia Tech researchers, faculty and administration as experts on national news topics.
 

Our results ...

In 2007 and 2008, Cohn & Wolfe secured placements for Georgia Tech in every major media outlet identified as critical to building the Institute's brand awareness - Wall Street Journal, New York Times, USA Today, Newsweek, BusinessWeek, US News and World Report, Washington Post, Forbes, Chronicle of Higher Education, Inside Higher Ed, WIRED, IEEE Spectrum, CNN, ABC News, CBS News, NBC News, Reuters, Associated Press and National Public Radio.

Amongst a considered set of nine top US research and educational institutions, Georgia Tech rose from a consistent ranking of ninth place in measured impressions to fifth in June 2008 (151 million impressions).

Specific areas of focus, including technology and computing, saw an increase of graduate and undergraduate students for the 2008-2009 school year and additional funding opportunities for highlighted research.

In total, our efforts for Georgia Tech yielded a Silver SABRE (The Holmes Report), Bronze Anvil (PRSA), Bronze Circle of Excellence (Council for Advancement and Support for Education) and two MarComm Platinum awards (Association for Marketing and Communications Professionals).