MyEdu, a data-collection service for colleges and students, needed a method for increasing its media exposure in Austin that could be used as a platform to launch a new brand strategy.
After competing against agencies many times our size following the request for proposal, Red Fan won the work based on a series of key recommendations upon which Red Fan could leverage its extensive brand building expertise. The end objective of the months-long campaign was to help students see MyEdu as the go-to source for managing their individual paths through college, acting as the platform for telling their stories and securing jobs and internships. Through the improved platform, the creation of a blog authored by industry leaders—such as Google’s Michael Junge and New York Times bestseller Joseph Michelli—and increased visibility through succinct messaging and strong media relationships with the media, Red Fan strategically positioned MyEdu as an attractive future acquisition target. In January 2014, Blackboard bought MyEdu, citing the latter’s impressive user design and strong following among college students as primary reasons for the acquisition.
SXSWedu offered an additional stage for visibility. Red Fan orchestrated a panel discussion for MyEdu and other thought leaders and created a platform to release MyEdu’s in-depth research report about college students, both of which acted as a runway leading to MyEdu’s eventual exit strategy.
“Without the proper PR runway and brand positioning it would have been difficult to attract such an ideal acquisition partner.” —Karen Holst, founding partner, MyEdu
Testimonial: "It has been a pleasure to work with Kathleen during our marketing and public relations initiatives. She played a key role in enhancing our company’s brand recognition in front of world-class companies.
Her keen marketing and public relations insights generated new leads and customers for our products and services. She thinks strategically, and has access to journalists, authors, celebrities, and global and local leaders; all of which were essential in positioning our brand in front of the right audience. Confident in her abilities, she is willing to be accountable for the results she achieves. Her presence on several social media platforms has been crucial in learning more about our customers, and being able to respond quickly to inquiries and issuing timely press releases.
As an active learner, she sought ideas from all of our stakeholders and customized her consulting approach to our individual needs. Kathleen’s natural talent and affinity towards relationship building enables her to create platforms that will help internal and external customers interact with one another. We also worked together in understanding the talent themes she needed to attack and recruit top performers to her company. She is a natural leader that can delegate and maximize the talent on the Red Fan communications team."
—Andres Traslavina, director of recruiting and institutional development