Messaging Development + Media Relations + Event Support + Strategic Partnerships + Thought Leadership + Media Training + Social Media

ACTON MBA: Raising brand visibility through a thought leadership campaign

In the ever-changing world of education, Acton MBA—a learner-driven education program in which students determine course content—wanted to expand learning opportunities for the next generation of workers. Acton needed to position itself as an emerging leader in MBA programs for entrepreneurs, one that didn’t necessitate textbooks and lectures. Acton required an integrated public relations campaign that included thought leadership, media training, press release distribution, media relations and event support.


To bring success to its brand positioning strategy, Acton partnered with Red Fan to leverage the agency’s expertise on delivering and executing on tactful PR and marketing recommendations.

Social media was a big part of Red Fan’s efforts to help Acton meet its business goals. The bulk of Red Fan’s social media strategy for Acton was focused on targeting potential students. The shared content included invitations to prospective students to join Acton’s informational sessions, blog postings on the benefits of attending the information session and a clear call-to-action to attend.

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Red Fan focused on developing a succinct message around why Acton was a premier education program for aspiring entrepreneurs. This involved establishing a partnership with Forbes to develop an entrepreneurship-focused thought leadership series published in the spring and summer of 2012. Conducting media outreach and training for Acton’s executives, Red Fan distributed press releases to bolster the program’s visibility and garnered several additional placements in Inc. Magazine, Philosophy Roundtable and Wired.

"Kathleen and the Red Fan team are the best PR professionals I've had the pleasure to work with. Kathleen is extremely intuitive and helped us uncover hidden stories and ideas we hadn't explored before. They helped us hone in and fine-tune our messaging and were constantly scanning the horizon for opportunities to get our story in front of our target audience through many different platforms. It's obvious that Red Fan truly cares about customer service because I felt very well taken care of; they were always available at a moment's notice for whatever we needed. Red Fan is not your typical PR firm. They are perceptive, dynamic and genuinely care about their clients.”

-Susie Hall, director of outreach and enrollment

Acton School of Management

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