Marketing Spotlight
Harnessing the Momentum of the Moment
No one expected this past September that we would be discussing the
marketing budget at our initial meetings. How could we. It certainly wasn’t
on the agenda.
Here we were -- the marketing committee of the largest accredited business
school in the US --seated at a football-shaped table. We’d each come with
our own ideas and agendas, yet we listened intently, offered solid
criticism, even created new approaches and then suddenly we all agreed.
Farfetched as it may seem, we knew we had a “Big” idea. And when Dean
Elliott was approached with our coordinated, single-themed concept to reach
our business audience, our Dean said, almost to our astonishment, “yes”.
What Dean Elliott and the rest of us agreed to was to make use of our most
prominent benefit – our “New York-ness.” Now, you can see the results in a
far-reaching campaign that spans the world online and in print.
“Be A Part Of It,” say’s our headline.
We ask the business world and potential students to see what we see from our
vantage point. “Opportunity surrounds you,” as you see the top of our
prominent Newman Vertical Campus fitting right in among the skyscrapers of
the New York skyline. Observe the diversity of our faculty, students and the
business world up close and personal from our campus at Lexington Avenue and
25 Street. Become one of the select few to gain insights from real-world
business leaders who call Baruch College their alma mater, as do I. See the
successful graduates move with grace and knowledge into the world they are
ready to join and conquer.
We see it all now. And, yet, it’s still extraordinary to think that we had a
center-spread ad in US News & World Report on April 7th, a campaign that
took advantage of Google’s responsiveness, as well as targeted ads in the
Wall Street Journal, The Financial Times, Fortune, and Business Week.
What’s more important is that we’ve all become part of the Zicklin team.
That means we are unquestionably on the same page, each of us committed to
accelerating Baruch’s business value in the business capital of the world.
Here’s what we created so far. … Wait ‘til you see what’s next.
