Client

Charles D. Close School of Entrepreneurship

WEBSITE

Categories

  • Campaign Management
  • Web Development
  • Email Marketing
  • Content Generation

ABOUT THE SCHOOL

Founded in 2013 at Drexel University, The Close School is America's first freestanding school of entrepreneurship to offer degrees. The Close School of Entrepreneurship is also home to the Laurence A. Baiada Institute, a successful catalyst and incubator for student business ideas that provides office space, mentorship, access to funding, and professional services.

Client

Charles D. Close School of Entrepreneurship

WEBSITE

Categories

  • Campaign Management
  • Web Development
  • Email Marketing
  • Content Generation

THE "SITCH"

After two years of operating, the Close School recognized a significant need for comprehensive communications to increase student enrollment. The Close School contracted Argyle as its communications team. Argyle saw an opportunity to establish the Close School as a thought leader in the entrepreneurship community.

OUR APPROACH

Initially, Argyle focused on creating digital and physical foundations for the Close School by optimizing its website, designing print materials, and connecting its overall web presence and analytics.

Argyle engaged in a full-scale communications strategy that included video production, event coverage, social media management, content creation, program promotions, email marketing, strategic partnerships, etc.

STEP ONE

Develop the Close School's brand

STEP TWO

Implement a full-scale communications strategy

STEP THREE

Establish a long-term partnership

WEBSITE MANAGEMENT AND DEVELOPMENT

Argyle Interactive manages the Close School and Baiada Institute websites. Additionally, Argyle developed landing pages and standalone websites for several Close School initiatives including Startup Day, the Silicon Valley Immersion Trip, and the Starting New Ventures course. The mobile-friendly landing pages had full-stream analytics and provided each initiative with its own brand.

CONTENT CREATION

EMAIL NEWSLETTER

The Starters' Review Newsletter, a monthly email, notifies recipients of upcoming events, initiatives, and application deadlines for a variety of programs at the Close School. The newsletter led to increased registration and awareness of events and programs, reaching students directly to their mobile devices.

PRINT MATERIAL

Innovative. Resourceful. Cutting-edge. These are the characteristics of a Close School student and are the qualities we implement on all of our Close School print materials.

Argyle designed a prospective student brochure with an overall goal to increase student enrollment. We included interactive features, including die cut, spot gloss, and fold-out pages, to engage the reader.

MONITOR IMAGES

Customized monitor graphics display across Drexel's campus, promoting upcoming events, programs, and initiatives.

INFOGRAPHICS

Fun, easy-to-digest images attract engagement and provide valuable information to Drexel students.

VIDEO PRODUCTION

Engaging video content showcases the Close School's curriculum, events, opportunities, and unique experiences of administration and students.

BLOG AND ARTICLES

Blogs and articles cover various timely and informative themes. Content topics range from Baiada startup companies' success to business lunch etiquette, and often redistribute into university content mix.

INTENSIVE EVENT MARKETING

STARTUP DAY 2016

Startup Day, Drexel's annual flagship entrepreneurship event, is comprised of prominent keynote speakers, workshops, competitions, and a networking happy hour. The event celebrates entrepreneurship in Philadelphia, hosting hundreds of students and professionals. Students have the opportunity to register for competitions, win up to $25,000 in cash, and receive inkind services for their ventures.

Argyle collaborated with Philadelphia entrepreneurs and the Drexel Student body to create the overall event theme and breakdown, acquire sponsorships, and coordinate logistics, promotion, and coverage.

WEB DEVELOPMENT

Argyle developed drexelstartupday.com for event registration, featuring a video promoting an incentive-based scavenger hunt, sponsor promos, schedule of events, and all the other pertinent event info. The vibrant standalone page attracted young entrepreneurs and legitimized the event for people who were unfamiliar with the Close School.

CONTENT GENERATION

Argyle created print and digital graphics, produced promotional and recap videos, and wrote native advertising articles. These pieces created awareness and sparked interest for the event.

ADVANCED TARGETING

Argyle analyzed thousands of public data points and created target audience profiles based on demographics, location, interests, affiliations, and user behavior.

SOCIAL ADVERTISING

Facebook and Instagram ads drove registration and encouraged event attendance.

EMAIL MARKETING

Targeted emails promoted the event to Drexel students, faculty members, and Philly's entrepreneurship community.

PROMOTIONAL MATERIAL

Over 400 event attendees received custom-designed promotional items.

STARTUP DAY PARTICIPATION

REGISTRATION / ATTENDANCE RATIO

  • 2014: 87%
  • 2015: 87%
  • 2016: 92%

THE ARGYLE ADVANTAGE

Since Argyle's involvement in 2015, Startup Day event registration and attendance increased each year. We created a standalone theme for the event, solidifying the legitimacy of Startup Day. The theme broke through the noise of the countless other Drexel events and attracted attendees from outside the university.

Through successful event promotions and attendance, the Close School's established its authority as a thought leader in the entrepreneurship community.

STRATEGIC INITIATIVES

STARTING NEW VENTURES

Starting New Ventures is a continuing education course that offers individuals outside of Drexel University an opportunity to learn about entrepreneurship through an intensive curriculum.

Argyle, in conjunction with World Trade Center of Greater Philadelphia, conducted target market research with surveys and focus groups. The Close School used this research and developed the perfect program to match its target's needs. Argyle created and distributed unique marketing materials and a sleek website and worked with strategic partners, such as the WTC and WeWork Philly, to drive interest and enrollment.

PARTNERSHIPS

Argyle facilitated partnership between the Close School, KYW Newsradio, and CBS Philly to produce the new web series "Starter's Review". Dean Donna DeCarolis interviewed and highlighted successful entrepreneurs to foster the innovative spirit in Philadelphia. CBSPhilly.com featured these online videos on their website and KYW Newsradio promoted the interviews as 60 second ad spots. Since its start, the series garnered hundreds of thousands of impressions and significantly increased the Close School's web traffic.

THE ARGYLE ADVANTAGE

Argyle has a vast network of strategic partners including the World Trade Center of Philadelphia, WeWork, CBS Philly, KYW Newsradio, and much more. The overall goal of these partnerships is to increase brand awareness and to continue to solidify the position of the Close School as a forward-thinking innovative institution in the areas of academia and entrepreneurship in Philadelphia.

CONCLUSION

Argyle became an integral part of the Close School's communication team. Over the past two years, the Close School saw increased enrollment and major event attendance. Our initiatives refreshed the face and brand of the Close School, increased credibility, and established its authority as one of the nation’s leading entrepreneurial institutions.

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