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Media Relations for a Book Launch of “The College Application Essay”

The Opportunity

BG was hired to position Dr. McGinty, a Boston-based college admissions expert and former member of the writing faculty at Harvard University, as a thought leader in the college application space.

The Strategy

BG conducted aggressive media outreach to Boston-based print, online, and broadcast media, securing opportunities for Dr. McGinty to discuss the college application season and share tips with local students, teachers and parents. Our team was able to secure two book events in the Boston area for Dr. McGinty to discuss the college application essay process and drive continued sales of the fifth edition.

The Result

During the course of two months, Belfort Group positioned Dr. McGinty as an accessible, Boston-based source for the college application essay, as well as for financial aid, planning and all other aspects of the application process. Our campaign significantly increased traffic to McGinty Consulting’s website, and drove students and parents to the Amazon.com site to purchase the book’s fifth edition. Media placements had 7.5 million impressions and included: Campus Explorer, Mom.me, Fox 25 News, BostInno.com, New Bedford Standard-Times, New England Cable News, U.S. News & World Report, Banker & Tradesman.