Rutgers Business School Executive Education

Case StudyGreg Jarboe

SEO-PRDec. 15, 2015

SEO-PR and Rutgers CMD published five case studies on PR measurement from 2010-2012• 2010 Rutgers Center for Management Development (CMD) case study:

• An optimized press release and blog post generated 116.9% more landing page views than an un-optimized press release and online newspaper article.

• 2011 Rutgers CMD case studies: • Distributing press releases on Thursdays generated more release views and link clicks than

distributing them on other weekdays.• Optimizing and distributing 10 releases cost $23,230 and generated $198,870 in incremental

revenue from 52 registrations, providing a ROMI of 8.6X in 90 days.

• 2012 Rutgers CMD case studies: • Cutting the PR budget “saved” $21,000, but cost more than $225,000 in lost revenue in 90

days.• Press release with a photo got 20% more views and 63% more link clicks than an identical

release without a photo. (This case study won an SNCR award).

Rutgers CMD Mini-MBA courses are now in 2 separate executive education departments

Rutgers Business School Executive Education (RBSEE) is launching a new program in 2016

• Rutgers Business School Executive Education is launching an accelerated certificate program that will explore the impact of the Internet of Things (IoT) on the next generation of supply chain strategy.

• The Mini-MBA program on the Supply Chain in a Digitized Network will be offered June 13 to 17, 2016 at the Heldrich Hotel, located in New Brunswick, N.J.

• The program, which costs $4,995, will be led by a team of top industry experts and faculty from Rutgers Business School Supply Chain department and will present a new business model for Supply Chain in a Digitized Network.

RBSEE distributed a press release with a video on Thursday, Oct. 8, 2015, via PR Newswire

SEO-PR used keyword research to see which relevant topics interest the public and pressUnoptimized press release• Keywords: Rutgers (135,000), next

generation (8,100), supply chain (14,800), supply chain strategy (390), supply chain strategy program (0)

• Headline: 8 words long • Subhead: None• Body copy: 527 words long• Links: 6

Optimized press release• Keywords: Internet of Things (49,500), supply

chain (14,800), Rutgers Business School (4,400), executive education (1,000), Mini MBA (590), Mini MBA program (30)

• Headline: 18 words long• Subhead: 24 words long• Body copy: 699 words long• Links: 5

We used the Google Analytics URL Builder to add parameters to URLs used in press release

• You can use the URL builder for email, social media marketing, or PR campaigns.

• When users click one of the custom links, the unique parameters are sent to your Google Analytics account, so you can identify the URLs that are most effective in attracting users to your content.

• We recommend using the Chrome browser to use the URL builder form.

• Fill in the form and click GENERATE URL to create URLs for Custom Campaigns for website tracking.

• The form will return a URL you can then copy and paste into your press release links.

SEO-PR distributed a release with a video on Thursday, Oct. 22, 2015, via Business Wire

Two hours after crossing wires, commercial newswire services reported different results

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• PR Newswire distributed the unoptimized press release to 189 websites.

• Business Wire distributed the optimized press release to 197 websites.

• PR Newswire reported 151 release views.• Business Wire reported 886 release views, 146

multimedia views, and 29 link clicks.• PR Newswire reported 1 tweet about the

release by a person with 924 followers.• Business Wire reported 19 tweets about the

release, including ones by @debraruh with 111,000 followers, @edaccessible with 65,400 followers, and @TheIoT with 40,100 followers.

Public could find the optimized release in Google News and Google’s “In The News” box

NUVI reports optimized release generated 144 conversations in social media from Oct. 21 to 28

• Volume: Conversation peaked (36 mentions) on Oct. 22 at 7 a.m. EDT.• Sentiment: 6% positive and <1%

negative.• Influencers: Eduardo Meza-Etienne

(score 81), Debra Ruh (score 78), and Internet of Things (score 64).• Location: The highest number of

mentions originated from New Jersey, California, and Kansas.• Conversations: 135 mentions (94.4%)

shared “supply chain”.

Press can find Business Wire’s video content from the optimized release on AP Video Hub

• AP Video Hub is used by 350 of the world’s largest digital publishers, news portals, and broadcasters in 100 countries.

• A key advantage of the AP Video Hub is its one-click downloads direct to desktops.

• News organizations no longer need the technical infrastructure to handle terrestrial and satellite feeds.

• 80% of Video Hub clients use it on a daily basis and average user time for the platform is just under an hour.

The optimized release has 5,172 total views, 1,588 multimedia views, and 108 link clicks

Supply Chain Matters blog ran a guest post with additional information from Gartner

• New title includes Internet of Things (49,500) and supply chain (14,800).

• We added an additional 463 words to the content of the 699-word long press release, creating a blog post that is 1,162 words long.

• The additional content cites Gartner’s “What Supply Chain Leaders Need to Know about Industrie 4.0,” which was published Sept. 10, 2015.

• Gartner approved the use of a quote and its research in two business days.

Dave Schatz of New Brunswick Today talked with program manager, Margaret O’Donnell

• Schatz reported that Rutgers Business School Executive Education had announced the launch of a $4,995 certificate program slated to explore the impact of the “Internet of Things (IoT)” on the future of supply chain strategy in the business world.

• He interviewed a number of people for his story, including Margaret O’Donnell, the RBSEE program manager.

• He included her phone number and email address in his story, but did not include links to the RBSEE website.

Susan Fourtané of EBN interviewed Glen Gilmore, an instructor in the new program

• Her article included links to Rutgers Business School Executive Education (RBSEE), and Glen Gilmore, an attorney and social media strategist, who is one of the instructors in the new Rutgers Mini-MBA: Supply Chain in a Digitized Network.

• Her article also included links to two other programs of interest for supply chain professionals: the Rutgers Mini-MBA for Engineers and Technology Managers, and the Mini-MBA: Business Management for Military and Veterans.

• It also mentioned that Rutgers Corporate Programs “can bring our faculty and subject-matter experts directly on-site.”

PR Newswire generated 12 sessions by 9 new users at RBSEE site from Oct. 1 to Nov. 30

MarketWatch generated 12 sessions by 6 new users at RBSEE site from Oct. 1 to Nov. 30

Yahoo News generated 11 sessions by 11 new users at RBSEE site from Oct. 1 to Nov. 30

Business Wire generated 96 sessions by 67 new users at RBSEE from Oct. 1 to Nov. 30

theferrarigroup.com generated 4 sessions by 1 new user at RBSEE from Oct. 1 to Nov. 30

EBNOnline generated 7 sessions by 2 new users at RBSEE from Oct. 1 to Nov. 30

Optimized press release generated 3.1 times more sessions and 2.7 time more new users

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RBSEE measures results by multiplying 6 new registrations by $4,995 and dividing by $2,323

• The optimization and distribution of the press release as well as blog outreach, which were provided pro bono, would have “cost” Rutgers Business School Executive Education $2,323.

• The program generated 6 registrations at $4,995 per student, or $29,970 in incremental revenue.

• This is a short-term return on marketing investment (ROMI) of 12.9X.

• That’s even better than the 8.6x ROMI that Rutgers CMD averaged in 2011.