SITUATION
A state university located in a major U.S. city created a mobile phone application to improve the student, faculty, and staff experience with the university. Their goal was to tie its launch to its back-to-school activities.
COMPLICATION
The client had no PR strategy or plan to encourage students to adopt the application. They had no experience in promoting apps. They did not understand how to mobilize the school’s existing communications methods, the best practices for each, or how to use them together.
ACTION
Analyzed the university’s existing communication methods and conducted a review of best practices of competitor peer universities’ internal and external communications. Conducted telephone interviews with six different stakeholder groups identified by the university.
RESULTS
Member of a 4 person team that delivered a PR Strategy and recommendations to a major state university within three months for a mobile app product launch.