Overview

The University of Texas at Austin launched a new Master’s degree program in Liberal Arts that needed branding, messaging and promotion to the business and student communities in Texas.

Objectives

Communicate the unique advantage of the Human Dimensions of Organizations’ Master of Arts program to prospective students, recruit the first class of students, and engage support from local business leaders.

Strategies

Accolades PR developed strategic planning on a monthly basis, met weekly to coordinate priorities with the Associate Director, and implemented action steps of the integrated communications plan on an ongoing basis.

The PR team worked closely with the Human Dimensions of Organizations staff to develop precise messaging that articulated the value of the program for prospective students for corporations.

The PR firm bridged the gap between the conceptual vision of the program and the business value that the program could bring to Texas companies.

The Accolades team developed thought leadership topics of interest to companies and corporations desiring independent thinkers with a multi-disciplinary approach to problem solving. The pain points of companies that the HDO program could address are around the topics listed below:

• Innovation and Creativity
• Ethics
• Staff Development and Team Building
• Global Business and Cultures
• Communications and Social Media
• Leadership and Original Thinking
• Talent Acquisition
• Motivation and Retention
• Change Management and Business Transformation
• Consumer Behavior and Big Data
• Product Development
• Conflict and Persuasion

Accolades provided marketing support for introductory seminars and conducted media outreach as these events were held in targeted cities across Texas. The team developed core media documents (including fact sheets,) bios, press releases, and targeted media lists to use during this process.

Accolades clearly articulated the potential value and impact the program could have on student careers and companies seeking global leadership teams. Strategic networking and outreach to business leaders and organizations was accomplished on an ongoing basis to Texas business communities.
Cynthia Baker developed key strategic partnerships with supporting organizations and community groups.

Accolades PR introduced potential board members to HDO and guided the board formation. Cynthia Baker worked directly with Phyllis Snodgrass and Susan Davenport to explore ways the Austin Chamber of Commerce and HDO could strategically work together toward common goals.

Results

Within an 8-month period, the client benefited from the following results:

• Established HDO’s positioning and messaging to explain a complex program with multiple priorities to the key audiences of students, business, the media, and the public at large.
• Introduced the program to C-level executives in the Austin business community creating ongoing awareness and brand building within the business community.
• Gained media coverage by the Austin Business Journal, Fort Worth Business Press, Fox 7 News, press release announcements and guest columns in the Austin Business Journal and Smart Business Magazine.
• Leveraged business relationships and networking to create a successful introductory event at The University of Texas at Austin with key business targets represented.
• Launched the initial board meeting with a team of influential and insightful business and community leaders.
• Established an agreement with the Austin Chamber of Commerce to work collaboratively in reaching mutual goals and leveraging resources.
• Began discussions with the San Antonio Chamber.
• Reached and surpassed minimum enrollment numbers for first HDO class.
• Developed an annual marketing plan and online marketing initiatives for the HDO program for on-campus and off-campus grassroots marketing efforts.