Cornell University's Johnson Graduate School of Management has named Media Logic as its advertising agency for producing internal and external branding programs.
An undisclosed number of agencies specializing in higher education marketing pitched for the business. Arnold, Boston, was the incumbent.
“The situation is that though Johnson officially is a top 10 rated business school, it doesn't have the top-of-mind that other business schools have, like Harvard Business School,” said Randy Burge, vice president and management supervisor at Media Logic, Albany, NY. “So, the marching orders for us is to build top-of-mind awareness among influential people in the business community.”
Tactics under consideration are print and broadcast media, interactive, direct mail to alumni, collateral development, internal communications and general advertising.
“Direct marketing to the alumni will be extremely important because that's the best way to keep the alumni enfranchised, and it's also a way to bring them in as messengers for the brand,” Burge said.
A full-service shop, Media Logic was named to the account because of its expertise in higher education marketing. The 18-year-old agency creates and executes campaigns for Buffalo State College, Ross University, Rensselaer Polytechnic Institute and Empire State College.
In noneducational clients, Media Logic has MVP Health Care, Balchem Corp., Fortitech, Visa Marketing Consultants, Trans World Entertainment Corp. and St. Peter's Health Care Services. It recently was named agency by Gallard-Schlesinger Industries, a chemicals maker.
Agency billings were not disclosed.
