Issue link: https://www.e-digitaleditions.com/i/337193
46 July/August 2014 BizEd SE RG EY KOLESOV/TH I N KSTOCK (TAB LET); MAXKABAKOV/TH I N KSTOCK (PHON E) performer to record the song and participate in the video, which also featured recent alumni, faculty, and current students. The whole pro- motion cost $3,200. The goal was "memorability"— creating something that stakehold- ers would remember and talk about for months—says Steve Wil- liams, who stepped down as dean in December 2013 after seeing the school through the accredita- tion process. He admits that some faculty and administrators were worried by the unconventional approach, so he made sure to involve them in preliminary discus- sions and planning sessions, which allayed most concerns. And even the doubters were won over by the finished prod- uct, he says. "It was a big hit with everyone, from the busi- ness community to the university administration." To increase the impact of the entire campaign, the school held events like "T-Shirt Tuesdays," where the classes with the most students wearing the promotional T-shirts received candy bars. "Stu- dents still wear their sunglasses and shirts," says Williams. His team has discussed making another video—but not right away. "This isn't the kind of thing you want to overdo," he acknowledges. His other suggestions: ■ Choose an opportunity with a high possible payoff. Or, as Wil- liams says, "Pick your shot." ■ Involve multiple constituents, particularly students. "We were surprised at how our ideas evolved and crystallized as we brought more people into the mix," he says. ■ Have fun. Says Williams, "We had a blast, and everyone loved the outcome." See the video at www.youtube. com/watch?v=4VDu8QAq_1g&fea ture=youtu.be. Claiming the Center Spot Columbia Business School wanted to create a branding cam- paign that would high- light its location in New York City, one of the world's most vital hubs of busi- ness. So in the fall of 2013 it created a new tagline—At the Very Center of Business—as part of an overall strategy designed to showcase the school's strengths as defined by four key pillars: knowledge, access, community, and impact. The heart of the campaign was a two- minute video called "The Center." Featuring circle-based imagery like a traffic roundabout and the human eye, the video reinforces the idea that the school is located at the core of the business world. To make sure all its target audiences got a chance to view the video, the school posted it in multiple places on its website, shared it across social media platforms, highlighted it in press releases, and used it in digital advertising. As a result, awareness and recognition of the video and new tagline skyrocketed on launch day, says Iris Henries, the school's associate dean and chief market- ing and communications officer. The number of views has exceeded expectations, and both analytics and anecdotal evidence suggest the video has been well-received. Henries notes that video has become an increasingly important part of the way the school tells its story. "It's a medium that can be successfully promoted and eas- ily shared across multiple channels. It's also one that engages people through both sight and sound." Other schools consider- ing a video should first define their goals and understand what motivates their audience, she sug- gests. Next they should craft a clear message. But most important, schools considering this market- ing medium should ask themselves the right ques- tions before proceeding, Henries says. "What do you want your audience to know? How should they feel? If, after answer- Students at the University of Arkansas in Fort Smith model the branded sunglasses that were part of the College of Business's "Future's So Bright" campaign. In Columbia's video, circular images like this busy traffic roundabout reinforce the idea that the school is at the center of business.