In 2016, the analytics program at Northwestern launched a new initiative to provide executive education for analytics professionals. When Northwestern launched its new San Francisco space, the analytics program faculty saw a great opportunity to connect with the big tech companies and new startups in the Bay Area, both to provide exposure for the program and to network with analytics professionals who may be interested in working with our graduate students.
As this was an entirely new initiative, it was an exciting opportunity to build the content and marketing strategy from scratch. I worked closely with the professors who would be teaching the course to ensure that our marketing was reflective of the course content and addressing the target audience. When we established a cohesive marketing strategy, I utilized social media (primarily LinkedIn, Twitter, and Facebook) as well as email marketing to increase enrollment, and designed banner advertisements and promotional materials to be used for digital marketing.
- EMMA Email Marketing
- Constant Contact
- Cascade CMS
- Salesforce CRM