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Client
Carnegie Mellon University's Tepper School of Business
D+CO Services
Strategic Counsel
Communications Planning
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Challenge
Tepper was looking to increase the number of qualified students in its FlexTime program. The communications goal was to increase awareness of and appreciation for the career advantages and unique benefits of Tepper’s FlexTime program, and compel high-caliber professionals in the Pittsburgh area to apply.
Strategy
D+CO held a series of internal audit meetings with a range of Tepper FlexTime stakeholders, including senior staff, professors, alumni, and current students. This discovery phase led to the development of a strategy which defined both the business and communication objectives, the strategic positioning of the Tepper FlexTime program, the desired emotional and rational responses from the range of target stakeholders, tone and manner of the communications and the factual supports.
From this strategy, D+CO developed an actionable communications and media plan that identified specific tactics including direct communications, special relationship channels, media relations, and print, radio and Internet advertising that would support Tepper’s objective of increasing the number of qualified students in its FlexTime program.
Results
The communications and media plan was very well received by Tepper and implementation of tactics is pending.
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Carnegie Mellon University's Tepper