Corporate Blog Relaunch for MIT Sloan’s Experts Blog

The Opportunity

BG was engaged to enhance and relaunch the MIT Sloan Experts Blog platform with a Media Resource Center (MRC) as a platform where media can connect with MIT Sloan media relations staff and faculty 24/7. In addition, goals were to promote the MIT Sloan Experts Blog and the MRC content to the media, leverage the blog to easily facilitate content creation and promotion and generate increased traffic to the blog and its social media channels.

The Strategy

BG redesigned the MIT Sloan Experts Blog to make it more visitor-friendly, including the addition of social sharing tools so journalists can blog, tweet and link posts to their Facebook, Twitter and LinkedIn accounts, while also developing the new Media Resource Center (MRC). The MRC gave media several unique and simple options to connect with media relations staff and faculty experts, including the ability to send text messages to the media relations team to request an expert source on a breaking news story, or submit story ideas confidentially via an email form. BG introduced the newly designed blog and MRC to reporters and media through a direct email outreach campaign and then focused on facilitating the content creation process between the MIT Media Relations Team, professors and BG.

The Result

BG works with the MIT Sloan media relations team to ensure a steady stream of fresh content that brings media to the site. The BG team successfully promoted the MRC launch with a direct email marketing campaign to more than 500 journalists at publications including the New York TimesThe Wall Street JournalBloomberg NewsCNBCFox BusinessFinancial Times,UBG Today. BG successfully reverse-engineered the media relations process for MIT Sloan by using blog content that resonates with journalists’ editorial focus, and generated as high as 40% increases each month in visits to the blog.