Success Stories

Timely Response Leads to On-Air Correction

Popular local TV station reported false and potentially damaging story about college during 10 p.m. broadcast. Program aired live, leaving no time to prepare immediate, formal strategy or statement.

Contacted senior executive at college to verify facts. Called News Director at station to clarify college was not involved in incident.

Station made on-air correction prior to conclusion of 30-minute broadcast.

User-Friendly Web Site Secures Return Visitors

Company's Web site was underperforming due to lack of content for popular services, consistent navigation, and branding elements. Company did not have Web team or budget for funding. Procedures for teaching internal departments to create and maintain Web pages were lacking.

Conducted best practices and most visited Web pages research. Met with company divisions to identify in-demand services. Created new site architecture and navigation. Located and/or wrote content for 200 programs and departments. Directed design of Web page templates, new graphics, and photos. Requested IT assign an applications programmer and interns to construct site.

Increased new visitors 150% and returning visitors 300% in 12 months. Previously low-traffic programs became involved in page maintenance. President funded Web department to create program to train departments in creating and updating sites.

Marketing Campaign Generates High Album Sales

Sophie B. Hawkins' sophomore album was unsuccessful, despite high-profile campaign. CD's second single, As I Lay Me Down, was supported by Adult Contemporary radio station in Chicago which appealed to older audience more than current pop audience. Chicago retailers returned all copies of album and received credits, and there was no way to measure whether airplay increased album sales.

Implemented regional marketing and promotional plan for Chicago to motivate stores to order more albums. Provided various sales and marketing tools, including multiple performances and appearances by Sophie B. Hawkins at key local events during four months. Created visibility and awareness to new audience.

Grew album sales and airplay in Chicago, which spread to other markets, culminating in a national performance by Sophie on The Tonight Show. Album grossed $12 million and song broke record for longest time spent on Adult Contemporary radio chart.

Marketing Strategy Influences Band's European Image

Smashing Pumpkins' European sales totaled only 1 million units, despite having sold 15 million CDs in the U.S. New album needed simultaneous worldwide release to prevent bootlegs, which would limit promotion for band in Europe.

Collaborated with European record companies and booking agents, leading project management team of 10 that created 17-date European promotional tour one month prior to launch. Band performed several concerts at non-traditional venues such as gardens, a museum, and a record store rooftop to garner press attention.

Album sold 1.5 million copies in Europe, grossing more than $18 million, and surpassed combined sales of band's three previous albums.

Non-Traditional Marketing Plan Promotes Record Sales

Fun Lovin' Criminals, a new band, was slated as opening act on U2's U.S. Popmart tour dates, which would afford exposure to millions of music fans. Band's first single had little radio and TV/video airplay nationwide due to song's subject matter. In addition, sound did not appeal to U2's fans.

Led project management team and created regional sales and promotion plan that included sale pricing, special in-store marketing display with U2's album in tour markets, and video channel and club promotions before and after each tour date. Coordinated band's interviews and in-store appearances.

Campaign resulted in $3 million album sales in U.S.

High-Profile Advertising Builds Cultural Awareness

Parents and immediate family members in Hispanic and Chinese communities strongly influence students' decisions to attend college, although many are unfamiliar with U.S. college system. Despite efforts, college was unable to effectively reach families of prospective students.

Surveyed targeted students and staff to identify main selling points and methods to reach decision influencers. Developed and distributed dedicated marketing collateral and led in-house development team, which pioneered sole Spanish and Chinese micro-sites among CUNY's 18 colleges. Featured recent Hispanic and Chinese graduates in high-profile advertising to build awareness. Ensured college instituted linguistically and culturally fluent expert spokespeople, and targeted several college events for Chinese and Hispanic media.

College received 50% increase in Hispanic media coverage and 200% increase in Chinese media coverage including front page of Sing Tao's community section, which published three articles on college. Increased Asian enrollment 24% and Hispanic enrollment 22%.

Promotional Events Initiate Higher Enrollment Rates

Hispanic and Asian enrollment was stagnant, and students and faculty in these ethnic groups felt their successes were ignored by college. Morale was low. Departments were hesitant to lead turnaround.

Recruited staff volunteers to plan and lead logistics for celebrations to highlight school achievements. Invited current and prospective students, alumni, media, and community leaders to events.

Attendance exceeded expectations 100%. Media coverage included WNBC-TV's Today in New York, Telemundo TV, Sinovision TV, and articles in English-language and ethnic media. Events repeated for four years. Asian enrollment increased 24% and Hispanic enrollment increased 22%.

Internet Advertising Meets College's Growth Strategies

Sales were leveling off despite advertising budget increases. Company historically met sales targets by relying heavily on print ads, and met with resistance to allocating money for other media. Experience in online advertising was lacking, even though it was most cost-effective media. Internal resources and support were limited.

Focused on restructuring college's Web site and spearheading search engine advertising campaign, both of which required minimal resource investment. Demonstrated growth potential for lead acquisition via the Web. As initiatives boosted leads, updated company's key decision makers regularly and proved that data illustration declined for most industries nationwide.

Increased sales 27%. Boosted total number of leads acquired via advertising 160%. College allocated larger portion of budget to Internet marketing.

Cost-Effective Services Boost Foot Traffic

Company's satellite office did not generate enough foot traffic or leads to cover operating costs. Office offered prospective customers no advantages over main sales offices except proximity to target neighborhood.

Collaborated with Regional Manager to develop plan for implementing cost-effective services and programs at office following survey of community leaders and politicians, prospects, students, and area businesses. Led cross-functional planning team for standing-room-only grand opening event that attracted twice the expected attendance.

Increased foot traffic 50% and boosted leads 75% in office.

Negotiation Skills Secure Minimum Budgetary Needs

College had not instituted annual advertising budget or forecast. College's heaviest advertising period occurred three months prior to when annual budget was allocated by city. College could not guarantee minimum ad budget for peak period, so ad placement decisions were not strategic. Annual sales growth stalled.

Conducted cost-effective analysis of prior years' advertising. Created $400,000 minimum-spend budget and $700,000 ideal-spend budget. Proved to senior management that if $400,000 was guaranteed annually, ad effectiveness would increase and actual spend would remain equivalent to previous two years.

College guaranteed minimum budget. Sales grew 6%. Three years later, as enrollment continued to grow, budget increased to $850,000.

Advertising Strengthens Employee Pride

Sales growth was flat or negative for four years. Company's key stakeholders were hesitant to market and advertise, fearing commercialization of academic work.

Met with stakeholders to learn fears and concerns. Listened to opinions. Discovered common feeling that public did not appreciate work. Researched market and institutional data, and created ad and branding campaign to highlight strengths.

Sales increased 24%, generating $93 million over 5 years and surpassing sales target 140%. Public gained understanding of company. Employees felt renewed pride. Campaign increased politicians' and community leaders' interest in college, resulting in additional $6 million funding. Student surveys indicated ad campaign increased current student retention rate. Click here for New York Times story that refers to company's brand.

Groundbreaking Video Facilitates Band's Mainstream Success

C&C Music Factory, the label's new artist, released first single with unique sound but no audience base. Group's song, Gonna Make You Sweat (Everybody Dance Now), didn't fit into existing music genre or product category, which limited airplay, video, and promotion possibilities beyond dance clubs.

Led 10-person creative team that developed unique, stylized image for band, which marketed sound as "rock+pop+soul." Waited until song was verified club hit to create expensive, but groundbreaking, video.

Video rose to #1 on MTV, compelling mainstream radio to play song. Single hit #1 on Billboard Pop chart. Album grossed $60 million in sales, with more than five million units sold.