Leavey School of Business

Overview

The Leavey School of Business at Santa Clara University is located in the heart of Silicon Valley—the world’s most innovative and entrepreneurial region. Founded in 1851, it grants both undergraduate and graduate degrees, and has the lowest acceptance rate among all schools at Santa Clara University.

As the higher education landscape continues to evolve, colleges and universities recognize media coverage is growing increasingly competitive. Constantly seeking an increase in rankings and reputation, a business school must leverage every asset in its toolkit to strengthen its brand, protect its prestige, and position the school for success now and into the future. It takes experience and a powerhouse of talent to navigate today’s challenging and evolving media environment. Top-tier institutions like the Leavey School of Business at Santa Clara University understand the value of working with a public relations firm like Live Wire Strategic Communications, LLC, whose talent and expertise delivered a comprehensive communications strategy to accomplish its objectives.

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Campaign Objectives

Serving as the agency of record for the Leavey School of Business, Live Wire has developed an integrated marketing and communications campaign that strategically aligns with the school’s business goals and objectives. From the school’s brand and key messages to its market position and communications activities, Live Wire worked with Leavey’s internal communications team to identify and implement the following PR objectives:

Elevate exposure and visibility for Leavey in targeted media outlets, including mainstream national media outlets as well as relevant industry trade publications;
Raise awareness for faculty’s expertise and research through an increase in media engagements;
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Increase awareness of faculty and staff as thought leaders and experts across a variety of business fields and concentrations; and
Pursue opportunities within higher education publications to highlight Leavey faculty successes, centers, and institutions.

Campaign Strategies

Based on a comprehensive analysis of the Leavey School of Business and its competitors, Live Wire recommended the following strategies to accomplish the defined PR objectives

Proactively pursue the news cycle and engage journalists and producers at top tier media outlets to secure high-level print and broadcast media coverage;
Pitch and secure placements in influential publications that strategically align to targeted rankings;
Vet and prep faculty initiatives and student success stories for placements in national media

Campaign Tactics

Live Wire developed and implemented the following comprehensive strategic public relations campaign on behalf of the Leavey School of Business

Leavey Programming and Student Success
‍Coordinating directly with Leavey faculty, students, and alumni, Live Wire proactively pursued coverage to highlight Leavey’s successes.
Dean Thought Leadership
‍Live Wire worked with the Leavey School of Business to develop a thought leadership platform for Dean Ed Grier, capitalizing on his expertise to secure coverage in strategic outlets to reach Leavey’s target audiences.
Proactive Pitching Surrounding the News Cycle
‍Proactively pitching and chasing the news cycle is Live Wire’s most aggressive program. We strategically monitor breaking news or news on the verge of breaking and pitch faculty members as industry thought leaders and experts to targeted outlets. From prepared quotes to deadline interviews with faculty, Live Wire has earned the trust and respect of reporters to provide instant, accurate, and unique sources for stories.
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Media Training
‍As the media environment continues to evolve, it is important to update experts with the most recent information to navigate through the industry. Live Wire met with professors, faculty members, and students to introduce appropriate media etiquette, develop corporate message points, and improve preparation tactics for interviews.

Results

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166 Pitches to 500+ Top Tier Outlets

Researched, drafted, and distributed 166 pitches to more than 500 top-tier outlets

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800 Reporters Contacted Per Month

Contacted an average of 800 reporters per month with targeted pitches, resulting in an average of two interviews per week with top-tier media outlets

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121 Earned Media Placements

Secured 245 interviews for faculty, resulting in 121 earned media placements

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5 Feature Stories

Secured five feature stories highlighting faculty and students of Leavey centers and initiatives in key national and trade outlets

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4 High-Level Feature Interviews

Secured four high-level feature interviews with Leavey’s Dean to elevate his status as a thought leader

Case Study