Situation: When Rollins College approached us to nationalize their brand, they never expected that we would be able to also help them move up in the rankings.

Strategy: Our program was all about the students and faculty. We leveraged a nearly unlimited pool of strategic assets: people that could comment and provide insight into almost any popular topic, from politics to finance to sociobiology. We engaged in a heavy content program, writing about the future of academia and the world and offering insight into current events.

Results: Our results for this program over more than seven years were astounding. We secured hundreds of media placements, including nearly every major newspaper and business publication, as well as television news and talk shows. Ultimately, we were also able to move the night B-school from number 43 in the rankings to number 9 — something they weren’t just pleased by, but also pleasantly shocked. We schooled them in the art of marketing.