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NorthStar Strategies Media Director led media strategy and execution for the University of Illinois Springfield. He developed the media plan, conducted media negotiations, and media placement for all media, including traditional, online and non-traditional. Early results indicated that this media plan dramatically increased traffic to the website as well as delivered a significant increase in the application activity.

NorthStar's Media Director experience also includes Mount Mercy University. This assignment included the development of a media strategy and tactical plan for all marketing initiatives of the university.

In a related area, a media strategy, tactical plan and execution were implemented for Mercersburg Academy, a private boarding school located outside Harrisburg, PA. Although this is not a higher education institution, many of the same hot buttons, benefits and barriers apply when students and parents are making decisions about which private, tuition-based, college prep schools to apply to and where to enroll. This media strategy was unusual because of its highly selective target audience: primarily senior government and diplomatic officials. This required a different kind of media strategy and plan that was focused on reaching this audience.

NorthStar's Senior Copywirter conducted brand strategy work for the University of Chicago Booth School of Business. This assignment encompassed brainstorming around the brand assets and key competitive benefits of the Booth School and how to translate those assets and benefits into consumer-driven copy points. This strategy work was designed for consumer testing and evaluation.

Smart Words

 

“Ideas and creativity still matter a lot, but they need to be connected to technology, consumer insights, and analytics.” 

Christopher Vollmer, Vice President and Partner, Booz & Co