Schneider Associates Higher Ed Background Jan 2019 Final

Higher Education Branding &
Thought Leadership Experience

Who We Are

A team of 20 dynamic and
multi-disciplinary writers, thinkers,
planners, designers, leaders and
tacticians with extensive
experience developing multi-
layered campaigns for colleges
and universities as well as
corporations, consumer brands,
developers and municipalities.

2

Agency Expertise

Higher Education
Real-Estate
Professional Services
Consumer Products
Healthcare
Non-Profits & Associations

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Media Consumption Habits Dictate Campaign Strategies

We use proprietary research in developing our campaigns. The
chart below shows the percentage of people who recalled any

new product or service by number of media sources used.

SIX OR MORE SOURCES 54%

FOUR OR FIVE SOURCES 41%

TWO OR THREE SOURCES 28%

ONE SOURCE OR FEWER 13%
100% 4
0%

How We Work

• Persona-based media consumption Traditional Advertising
habits dictate how we develop
campaigns PPC

• SA is channel agnostic and able to Media Paid
integrate with client marketing and Relations
communications eco-systems to
drive results Earned Insights Shared Social
&
• Ensuring a consistent experience Thought Content
for target audiences is key in Leadership Strategy Development
today’s message-sensitive
environment Owned Mobile
Strategy
• Contextual, personal and timely Events
stories are what cuts through the noise

Printed Digital Platforms
Communications

1 to 1

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Relevant College and University Experience

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Education Marketing & Communications Services

• Messaging, Branding & Creative • Speaking Opportunities

• Lead Generation Marketing • Media / Message Training

• Lead Nurturing Programs • Launch PR Strategies

• Enrollment Modeling • Idea Camps

• Enrollment Audits • Influencer Campaigns

• Mobile Audience Targeting • Reputation Management

• Mobile Conversion Campaigns • Issues Management

• Media Relations • Community Relations

• Thought Leadership • Ambassador Programs

• Presidential Visibility • Collateral Development

• Content Marketing • Call Center Support & Training

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Enrollment Funnel Phased Approach

Phase 1: Discovery Discovery Research and Brand Persona Message Guide
& Messaging Development Building Development
Development
Phase 2: Creative & Website Form Fill Development Audience 3
Content Development
Audience 1 Audience 2
Phase 3: Creative
Test and Perfect Execution & Brand Creative Development Creative Development Creative Development
Awareness Building Video Development Video Development Video Development
Phase 4: Conversion
Social Campaign Social Campaign Social Campaign

Email Nurturing Campaign Email Nurturing Campaign Email Nurturing Campaign
Development Development Development
Text Campaign
Text Campaign Text Campaign Content
Content Content Development

Development Development

Execution of Creative Execution of Paid,
& Content Assets Social & Earned Media

-> Capture -> Nurture
Engagement

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Education
Case Studies

Launching Northeastern University’s
Thought Leadership Campaign

Landing Page Video Production Logo Development
Development

Digital Advertising Monthly Blog Development
Newsletter

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Launching Northeastern University’s Public Relations Northeastern to offer business innovation degree
MS in Innovation Degree Program
Business professor Marc Meyer will be among the Northeastern faculty
Media Sponsorship teaching working professionals how to innovate in the university's new

Advertising/ graduate program.
Lead Generation Callum Borchers
April 25, 2014
Northeastern University is launching a one-year graduate program focused on
business innovation that will cater to working professionals by holding classes on
Saturdays and help students develop actual products and services for their
companies.
The university’s D’Amore-McKim School of Business is accepting applications for
the first class of about 30 students. The program will cost about $45,000 and
courses will begin in September; graduates will receive a master of science in
innovation degree next summer.
School officials already have been drumming up interest at companies that
participate in Northeastern’s cooperative education program, and anticipate

Experiential Marketing

• Recruited 24 students in yielding $1.08 million ($45,000 annual tuition) 11

Fisher College Institutional Marketing

Branding Campaign 2018/2018 –
Viewbook

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Fisher College Institutional Marketing

Branding Campaign 2018/2018 – Branding Campaign 2018/2018 –
Open House Postcard Folding Brochure

Branding Campaign 2018/2018 – 13
Banner Stand

William James College Rebranding Campaign

SA developed a comprehensive traditional and
social media strategy to support the official
William James College relaunch in conjunction
with the annual gala. Internal and external
strategies included developing website messaging,
writing press releases and communications from
the president, creating social media content,
responding to student and faculty concerns and
media management at the gala.

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William James College Enrollment Brand Campaign

Branding Campaign –
Transit & Digital Broadcast

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Landmark College Enrollment Marketing

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Landmark College Enrollment Marketing

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Landmark College
Enrollment Marketing

Landmark College Self-Advocacy Download

Landmark College Nurturing Email Landing Page

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Thought Leadership Campaign

Mandate:
• Former Dean John Delaney wanted to change the

national business school dialogue that focused only
on East Coast and West Coast schools

– “When the media talks about business schools,
they talk about schools on either coast and fly
right over Pittsburgh.”

• The Dean challenged SA to develop a campaign
that drove awareness with influencers, the media
and academic community to impact rankings

• Three year campaign resulted in millions of
impressions as well as a direct impact on program
rankings in US News & World Report, Financial Times
and Businessweek.

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Thought Leadership Campaign

Results:
• SA secured more than 1+ billion impressions through

traditional media relations in the 24 months of our
engagement

• SA’s work helped increase Katz rankings from number
27 to 24 among U.S. public college and universities
and from 47 to 39 overall, according to U.S. News &
World Report in 2014

• According to the Economist, Katz was named #1 for
return on investment with graduates experiencing a
42% ROI within one year of graduation

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Thought Leadership Campaign

21

Thought Leadership Campaign

Airport Security Advances Clash With Privacy Issues

A better bomb detector? Researchers develop device
that can sniff explosives

Fighting cancer and Ebola with nanoparticles

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Thought Leadership Campaign

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Thought Leadership Campaign

Ballplayer With Dyslexia Finds 'New Beginning' Chasing
Baseball Dream
Want to help college students with special needs to
succeed? First, stop saying disadvantage
How to Make Accessibility Part of the Landscape
Serving Neurodiverse Students, On Leadership: Peter Eden

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Thought Leadership Campaign

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Thought Leadership Campaign

U.S. college teaches veterans to heal each others'
mental wounds

Men who are sexually assaulted face struggles
tied to ideas of masculinity

Has Terrorism Changed Us?

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Thank You

Additional Higher Ed
Case Studies

Launch, Social Ambassador Program &
Lead Generation for MIT Sloan’s EMBA Program

• Created and managed MIT Sloan EMBA LinkedIn Group
to serve as a content aggregator, engage current and
prospective students and position the MIT EMBA
administrators and students as thought leaders

• Developed social media guidebook for inaugural
class with guidance on how to increase awareness of their
work and studies at MIT Sloan EMBA in 30 minutes/week

• Crafted and executed an aggressive media
relations campaign

Results:
• Increased applications by approximately 25 percent during the

second recruiting season

• Drove 500 non-Sloan members to MIT EMBA Official LinkedIn Group,
which was the number one driver of traffic to MIT EMBA website

• Secured multiple placements in The Financial Times, The New York
Times, Bloomberg-TV and Time Magazine

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Launching a Strategic Decision &
Risk Management Certificate

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Launching an Enrollment Marketing Campaign
for Lehigh University’s 1-MBA Program

Promotional Videos Digital Advertising Campaign

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Launching an Enrollment Marketing Campaign
for Lehigh University’s 1-MBA Program

Social Media Posts Blog Posts

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Launching an Enrollment Marketing Campaign
for Lehigh University’s 1-MBA Program

Lead Nurturing Email Campaign

Website Landing Website Landing
Page - Main Page - Engineering

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Launching an Enrollment Marketing Campaign
for Lehigh University’s 1-MBA Program

Sponsored Social Content

We tested: - MBA/business audience
- Broad geography - Engineering audience
- Overlapped Geo with Programmatic Ads - Social/Non Profit audiences
- Post content
- Alumni audience

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Enrollment Marketing Campaign for Rutgers
Business School Exec Ed

Sponsored Social
Media & Advertising

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Enrollment Marketing Campaign for
Bentley University

Promotional Video Interviews Digital Advertising Campaign

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Enrollment Marketing Campaign for
Bentley University

Digital Lead Nurturing

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Enrollment Marketing Campaign for
Bentley University

Sponsored Social Media Content

We tested:
- Overlapped Geo with

Programmatic Ads
- Post content
- Alumni audience
- Associate’s Degree

audience

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William James College Enrollment Marketing

Facebook
and LinkedIn
Advertising

Banner Advertising

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William James College Enrollment Marketing

Pandora Advertising

https://vimeo.com/196346477

Landing Page Design Direct Email Campaign Email Nurturing Artists for Humanity Event
Campaign
https://vimeo.com/218806818

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Enrollment Marketing Campaign for Umass Boston
Gerontology Program

Info Packet

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Enrollment Marketing Campaign for Umass Boston
Gerontology Program

Landing Page

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Enrollment Marketing Campaign for Umass Boston
Gerontology Program

Programmatic Ads

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Fisher College Division of Accelerated and Professional Studies

RN to BSN Program, Medical Coding Certificate Program, Health Information Management Program,
Health Information Technology Program

Facebook
and LinkedIn
Advertising

Animated Banner
Advertising

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Fisher College Division of Accelerated and Professional Studies

RN to BSN Program

Print Collateral

Direct Email Campaign 45

Fisher College Division of Accelerated and Professional Studies

RN to BSN Health Information RN to BSN Program
Program Technology Program
On-Campus Information Session Promotion –
Infographic Infographic Social Media Graphics

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Fisher College Division of Accelerated and Professional Studies

Facebook
and LinkedIn
Advertising

Banner Advertising

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Fisher College Division of Accelerated and Professional Studies

Print Ads

Ebooks

DAPS Fall Course Schedule
Viewbook

Program
Sheets

Infographics

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Fisher College Division of Accelerated and Professional Studies

PawSox Video Testimonial, https://vimeo.com/218069663
PawSox Video Board Graphics

PawSox Billboard PawSox Video Board Graphics Transit Advertising

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