Case Studies

MIT Sloan: Pod Made to Matter 

The breadth and depth of MIT Sloan School of Management's thought leadership is staggering, but business leaders tend to turn to other resources (consultants, print, other academic institutions) when they have a business challenge or want to stay ahead of trends. Plus, there’s a perception that anything that comes out of MIT is super academic, complicated and not really for the average business-person. Jules was challenged to drive awareness of MIT Sloan’s treasure trove of accessible, practical business thought leadership.

While every trend report suggested video was the best way to disseminate information, consumer research with the School's target revealed they preferred podcasts because they could listen to them while they commuted. Furthermore, podcasts have carved out a reputation has a place to go to get smarter. It was the perfect medium to share faculty thinking and ideas.

In spring 2017, MIT Sloan launched Data Made to Matter. The podcast explores the business breakthroughs that come from applying data-based research to real world challenges. Host Neal Hartman interviews MIT’s innovative thinkers on a range of topics, from the rising costs of healthcare, to global poverty, to addressing climate change. It's an entertaining conversational romp.

The School advertised the pod on Planet Money, How I Built This, and on social media to great success. Each episode averages over 3,100 plays, and Data Made to Matter charted on iTunes Top 40 Business Podcasts for 3-weeks in Spring 2017.

Great Friends, Great Coffee, Great Bagels

Pavement Coffeehouse has been serving high quality bagels and coffee in Boston for over 20-years. With 6-stores located close to college hubs each store has differentiated itself by taking on the personality of its neighborhood. But, as Pavement prepares to open its 7th store and roast its own coffee, leadership recognized the need to solidify its brand strategy and commit to a user experience at all locations.  

Jules executed a comprehensive review of the coffee category, qualitative research, crafted a new brand positioning, identified/defined a new target, and designed a social media strategy and measurement plan. Pavement is now integrating the new brand strategy into its website and workflow. Results to come!

Ahead of the Sharing Economy Curve

Even if your college days are far in the past chances are you remember shelling out some serious cash for text books. Chegg.com sought to disrupt the college bookstore monopoly by offering students a viable alternative: text book rental.

After a successful soft launch, Chegg.com and its agency, developed an integrated campaign that included tactics such as online video, display ads, and on-campus brand advocates. Jules oversaw development of all creative deliverables: she managed timeline, production, communication with the animation house, and served as a trusted partner to the clients on a daily basis.

Upon launch, increased awareness of Chegg.com led to customer base expansion 10-fold, making company #1 in textbook rentals 2009/2010.