Yes, you can demonstrate your impact on university revenue! Greg Jarboe just did it.
Greg Jarboe is President and Co-Founder of SEO-PR. Greg and I worked together in the ’80s at Lotus Development, which became part of IBM. When I left to start The Delahaye Group, he took over my job. Then he and another former colleague, Jamie O’Donnel started SEO-PR and we’ve referred business and traded measurement tales back and forth for some 40 years.
Even back then he was just as much a measurement pioneer as I was. Like the best of our Measurement Mavens, he was advocating for demonstrating business results long before it became fashionable. He used tagging, SEO, and bounce-back cards to show the value of PR back in the ’90s. His research showing how Southwest Airlines tied PR to ticket sales set a benchmark for measurement in 2005. His article on measuring the effectiveness of news releases is still one of the most popular stories we’ve ever posted in The Measurement Advisor.
His most recent work has been to demonstrate the impact of earned media and an integrated marketing approach on applications for a new Master’s degree program at Rutgers. The bottom line, his campaign reported the following results:
- 38 completed applications, worth up to $1,444,608 in tuition over the next 18 months to 5 years
- 33 graduate students were starting in the Fall 2019 semester
- 4 graduate students were starting in the Spring 2020 semester
- 1 graduate student was starting in the Fall 2020 semester
If you want to hear him tell the full story, you’ll have to come to the 2019 Summit on the Future of Communications Measurement in October. Congrats to Greg Jarboe, our Measurement Maven of the Month! ∞