Expanding Faculty Thought Leadership to @Insights

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

With traditional media not being the only game in town, BG knew that an owned-media strategy would be a perfect fit for this assignment. 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 is a leading driver of traffic for the school’s eclectic audience base as well as business influencers, members of the media and many more. The platform continues to expand, adding new ways for audiences to digest content in real-time around breaking news, and has become its own form of earned media for the brand.