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Challenge: Berry College in western Georgia had evolved over the decades from a vocational school for poor students to a small liberal arts school with an excellent reputation. But the perception of alumni, who felt disconnected from the school, and many in the business and foundation communities had not kept up. A $100 million fund-raising campaign made closing the gap essential.
Solution: Jana helped devise a communications plan that developed new messages for the college while putting the emphasis on people — the students and faculty — in all communications. Jana’s recommendations included Web site changes, events to focus on the college’s 100th anniversary, post cards highlighting honors the school received and an electronic newsletter, all within the college’s budget.
Results: The e-newsletter became a model of viral marketing, with alumnus spreading it to friends; media hits increased significantly; and the school’s public relations department was honored by the Council for Advancement and Support of Education.
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