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Campaign Promoting Samuel Adams Founder as NECB Commencement Speaker

The Opportunity

New England College of Business (NECB) retained Belfort Group (BG) to identify a speaker for its 2014 graduation ceremony who reflected the diligence and drive of NECB students. BG was also tasked with driving the social media conversation about the speaker, NECB, and the graduation ceremony.

The Strategy

BG secured Jim Koch, founder and brewer of Samuel Adams, to be the Commencement speaker. We drafted and distributed a press release about the ceremony, created a social media publishing calendar, and live tweeted and Instagrammed during the ceremony using #NECBGrad. An Associated Press photographer was secured to take photos and distribute over the wire.

The Result

BG was able to get photos of NECB’s graduation distributed around the country, with a photo appearing in UBG Today. Using #NECBGrad, BG encouraged students, graduates, alumni and graduation attendees to engage on social media before, during and after graduation. During the month of May, when graduation was held, BG generated 1,315 interactions and over 400K impressions from 733 unique users across NECB’s Twitter and Facebook accounts.