Work
MIT Sloan Executive Education
About
MIT Sloan Executive Education provides courses to senior members in organizations seeking to become better leaders, strategists and practitioners in their businesses and careers. Their portfolio includes more than 90 courses covering a wide range of timely business topics. Courses are offered in person and online in both short and long formats, and they are designed to create an immersive experience where participants can learn from seasoned faculty and collaborate with a global network of peers.
Deliverables
- Messaging strategy
- Content development
- SEO and analytics
- Multimedia marketing campaign (PPC, display, social)
- Email marketing
- CRO strategy
- Print and digital design
Industry
Higher Education
e-Commerce
How it started
MIT Sloan was seeking a partner to create a brand story and drive interest in courses geared to business executives. Our team helped to update the institution’s marketing approach — which at the time relied heavily on print media and an outdated website — by developing an email marketing program, supporting the development of a new e-commerce website, and launching a digital marketing program.
The collaboration
Members of the Huck team have partnered with MIT Sloan Executive Education for well over a decade, forming a trusted collaboration that touches every aspect of marketing and brand promotion—from content marketing to revenue-generating ad campaigns.
Crafting Content and Generating Demand
During our partnership, we have seen the school’s course portfolio grow from fewer than 20 courses to more 90, as they continue to update topics and formats for a changing world. Our support has included hundreds of blogs posts featuring faculty research and participant interviews, the design of the school’s Program Guide (released twice a year), the creation of more than 1500 emails, and much more.
Currently, our team drives all aspects of content and promotion, crafting the story of the brand and course curricula. The team drives interest through a robust digital marketing effort in search, social, display and strategic paid placements, along with a highly personalized email campaign fully integrated with the website and tied to user actions and a testing and optimization strategy to maximize website conversion.
Showcasing Thought Leadership Through Virtual Events
When COVID-19 struck and impacted the school’s ability to run in-person courses, our team quickly helped roll out a steady stream of webinars and LinkedIn Live events designed to showcase faculty and provide a high level view of course content. Although initially intended as a means to stay connected with the business community during the peak of the pandemic, these events proved to have staying power. Event registrants consistently became course attendees, making these events tremendous lead generation opportunities. MIT Sloan now runs at least two events a month, consistently seeing 700 – 1,200 registrants per event.
