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Isenberg Story Campaign Highlights Building Next Generation of Business Leaders

Key Takeaways
  • Isenberg School of Management Partnered with BG BrandLab to highlight its school as a thought leader and a producer of the next generation of business leaders.
  • Finance, big business, sports management highlight partnership between Isenberg School of Management at UMass Amherst and Boston Globe’s Brand Content Studio.
  • The Boston Globe's sponsored content partnership was a key piece to the Isenberg School strategy.

Finance, Big Business, Sports Management highlight partnership between Isenberg School of Management at UMass Amherst and Boston Globe’s Brand Content Studio.

Boston, MA -- April 9, 2018 -- The Boston Globe's brand content studio BG BrandLab has partnered with the Isenberg School of Management at UMass Amherst to highlight the management program as a thought leader and a producer of the next generation of business leaders. Isenberg celebrated its 70th year in 2017 and is in the midst of building a new $62 million Business Innovation Hub.

The stories produced by BG BrandLab in collaboration with Isenberg focused on topical news subjects that shone a spotlight on how the management program is educating students to be thoughtful, strategic thinkers in a fast-changing world. In a state where higher education is a key driver of the economy, the storytelling campaign allowed Isenberg to highlight its unique strengths, to select professors who have established themselves as thought leaders in their fields, and to mention some prominent alumni.

Our campaign goal was to stay top of mind with Boston business leaders and highlight all that Isenberg has to offer,” said Chris Pilsner, Assistant Dean & Chief Marketing Officer at Isenberg School of Management. “The Boston Globe, specifically the sponsored content partnership, was a key piece in our strategy because of our shared commitment to innovation, a deep understanding of the Boston business community, and a knowledge base across diverse industries that made the media partnership a perfect fit for our strategy.”

The stories in the campaign, which were also reverse published into full-page print ads, have covered three subjects that are core programs at Isenberg. One story focused on why big businesses are returning to Boston a decade after so many had fled. A second story highlighted how the world of finance can play a role in impacting climate change. And a third story, titled “What Makes Boston a Great Sports City,” was about the Mark H. McCormack Department of Sports Management and dove into how analytics and technology are changing sports management.

“One thing we try to do here at BG BrandLab is emphasize our strength as a journalistic institution — which is writing brand content off the news with stories that are timely, topical and relevant to today’s headlines,” said Doug Most, the editor of BG BrandLab. “Our partnership with the Isenberg School of Management afforded us a great opportunity to think about subjects that are timely for our readers, from the growing Boston economy to professional sports analytics.”

Pilsner said the campaign allowed Isenberg to choose which programs it wanted to highlight.

Their sponsored content program offered us a chance to show Isenberg’s experience and knowledge across diverse industries and hot topics, and their expert writers helped us tailor our content specifically to what our audiences would be interested in,” she said.

BG BrandLab has worked with local, regional and national brands, from insurance companies to pharmaceutical companies to colleges and hospitals, publishing narrative storytelling, documentary-style videos, and interactive graphics. To learn more about BG BrandLab, and see more of the studio's work, visit bgbrandlab.com.

And to see the Isenberg School of Management stories, visit here: http://sponsored.bostonglobe.com/category/isenberg/

About The Boston Globe

Boston Globe Media Partners, LLC provides news and information, entertainment, opinion and analysis through its multimedia properties. BGMP includes The Boston Globe, BostonGlobe.com, Boston.com, STAT and Globe Direct.

Key Takeaways
  • Isenberg School of Management Partnered with BG BrandLab to highlight its school as a thought leader and a producer of the next generation of business leaders.
  • Finance, big business, sports management highlight partnership between Isenberg School of Management at UMass Amherst and Boston Globe’s Brand Content Studio.
  • The Boston Globe's sponsored content partnership was a key piece to the Isenberg School strategy.
Media Gallery
Quotes
Our campaign goal was to stay top of mind with Boston business leaders and highlight all that Isenberg has to offer. The Boston Globe, specifically...
Chris PilsnerAssistant Dean & Chief Marketing Officer at Isenberg School of Management
One thing we try to do here at BG BrandLab is emphasize our strength as a journalistic institution — which is writing brand content off the news wi...
Doug MostEditor of BG BrandLab
Related Bios
Chris Pilsner
Assistant Dean & Chief Marketing Officer
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Doug Most
Editor
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Contacts
Doug Most
doug.most@globe.com
617-929-3454