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Case Studies

From Good To Great
Miami

Situation Analysis

Miami University's Farmer School of Business had a good reputation based on a long history as a top public university in the Midwest, a strong alumni network in the business community, and high academic standards. However, the school had limited media visibility outside of its existing audiences, particularly in the national business press and annual rankings. In addition, the school did not have a significant enough profile alongside well-regarded business schools on the East Coast.

Strategies

Stanton Public Relations & Marketing positioned the Farmer School of Business as a leader in undergraduate business education through a proactive media relations program designed to leverage the diverse expertise of its faculty, unique programs, and the leadership of Dean Roger Jenkins. 

 Connecting faculty members with business media as sources of expert commentary on timely news topics created opportunities to gain much deserved recognition for the School as a haven for experienced, knowledgeable educators. Promoting unique news from programs like the Center for Social Entrepreneurship also helped drive national awareness of the School.

Most importantly, offering Dean Jenkins as a thought leader and a pioneer in the field of business education (especially in terms of his vision regarding accelerated MBA programs) to key rankings editors and biz ed media via one-on-one discussions, led to high-level visibility opportunities for the Farmer School of Business.

Results

In just a short time, Stanton Public Relations & Marketing helped successfully raise positive awareness of the Farmer School of Business - and its unique initiatives, programs and attributes - at the national level, including coverage in BizEd, BusinessWeek, the Financial Times, the New York Times, TIME magazine and The Wall Street Journal. We also successfully placed faculty commentary in national business media including the Associated Press, Fox Business News, Inc., MarketWatch, Reuters, SmartMoney, and USA Today. 

 Since 2008, the School improved its ranking in Bloomberg BusinessWeek's 2010 "Best Undergraduate B-Schools" survey by almost 10 positions. Additionally, the Farmer School's 14-month MBA program was ranked 9th overall and 3rd among programs in the United States in The Wall Street Journal's 2009 survey of accelerated MBA programs world-wide.