The Opportunity
Questrom School of Business at Boston University is one of the most notable and highly ranked business schools in the country. As a research-based institution and one that showcases a deep talent pool at the faculty level, Questrom wanted to elevate their thought leadership program.
The Strategy
Traditional media alone would not capture the full scope of faculty expertise. BG proposed an owned-media strategy to highlight faculty thought leadership in a modern, digital-first format. Working with the internal marketing team, BG helped envision what is now called Insights@Questrom, a digital hub for relevant, thought-provoking ideas on emerging business topics. The platform features valuable insights for business practice in the form of videos, articles, webinars, and opinion pieces surrounding Questrom’s latest research and initiatives as well as expertise from Questrom faculty, administrators, students, and alumni.
The Result
Insights@Questrom drives traffic for the school’s diverse audience, including business influencers, media members, and prospective students. The platform continues to grow, offering new ways to engage with content. It highlights faculty research, expert opinions, and timely insights. Over time, Insights@Questrom has become its own form of earned media for the Questrom brand.