Conference Session: Case Study 4
Case Study 4 / Antarctica Marathon media relations
Date: Tuesday, 24 June
Time: 4:15–5:15 p.m.
Track: Public Relations
Capella University, a fully online university that focuses on graduate degrees, was the sole sponsor of the Antarctica Marathon. The university developed a comprehensive media relations campaign targeted at traditional and new media outlets—and ultimately potential Capella students—around the globe, reinforcing Capella’s reputation as a technology driven organization accessible to students anytime, anywhere.
In this case study, you’ll find out how Capella University:
- Used the sponsorship to reinforce its key messages
- Involved students in an essay contest and selected three to run the marathon resulting in inspiring and media friendly stories
- Increased awareness of and affinity for Capella and online learning among adult professionals
Presenters / Michael Walsh, ABC / Minneapolis, MN, is senior manager of public relations for Capella University, an accredited online university based in Minneapolis. Over the past 15 years, Walsh has worked in public relations and corporate communication for large nonprofit, for-profit and educational institutions.
Irene Silber / Minneapolis, MN, worked as a journalist in South Africa, and since returning to the U.S. has held public relations and communication positions with the Minneapolis Star Tribune, Honeywell and the Amherst H. Wilder Foundation. She joined Capella University as director of public relations three years ago.
Stuart DeVaan / Minneapolis, MN, is the CEO of Implex, an ISP based in Minneapolis-St.Paul. A former broadcast engineer, Stuart seeks out challenges that can be overcome with emerging technologies. He was instrumental in providing broadcast quality video footage of the marathon via satellite from Antarctica.
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