Education Case Studies

New England Law|Boston

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Situation

Century-old and prestigious law school, New England Law|Boston, selected The Castle Group to create and execute a year-long public relations and marketing campaign to raise the school’s visibility, differentiate the school from peer institutions in the region and promote its centennial year. The year-long program culminated with a signature convocation and celebration. This project was a fully integrated public relations and events management program.

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This is a Test Case Study

Background

The UCLA Anderson School of Management is building its reputation as a leading institution for international business management graduate students.� Dean Judy Olian is traveling to select countries to meet with media and business leaders to highlight the school’s capabilities.

Assignment

UCLA contracted Valencia, Perez & Echeveste Public Relations (VPE) in Los Angeles to arrange a media tour for Dean Olian with key business and media leaders in Monterrey and Mexico City in early November 2007.� VPE utilized PRGN partner agency Guerra Castellanos & Asociados (GC&A) in Mexico City to handle on-site logistics.�

Strategy

VPE and GC&A developed a strategy that included the following key elements:

  • A series of one-on-one interview sessions with leading business reporters and columnists at top-ranking media outlets in Mexico City and Monterrey
  • Scheduling a live, 15-minute business radio broadcast with Dean Olian and prominent Mexican business leaders who are UCLA graduates
  • Inviting key editorial writers and columnist to attend a round-table meeting with top-level Mexican business leaders