The Alumni Factor, A New College Ranking Platform Launched in September 2012

The Opportunity

Belfort Group (BG) was retained by the Alumni Factor to create brand awareness around their new college rankings platform by positioning the company as a go-to source for data into college and university performance. We needed to generate national media coverage, drive traffic to their website, and create a high brand reputation.

The Strategy

BG created an aggressive publishing calendar for social media platforms, including “Football Face-Off,” which compared game-day results to the Alumni Factor’s rankings. We engaged prominent higher education reporters and offered a “semi-exclusive” opportunity to cover the Alumni Factor prior to its launch. BG preempted the release of other rankings by launching The Alumni Factor weeks before competitors published their annual lists.

The Result

The campaign drove 92 percent of traffic to The Alumni Factor website due to the exposure that BG was able to generate.