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Releasing Results of a Research Study: Baltimore Collegetown Network

Baltimore Collegetown Network:Baltimore College Network (BCN), is a consortium of 16 public and private schools in the Baltimore region that builds rapport with local government and promotes Baltimore as a premier location of higher education.

Situation Analysis:The not-for-profit organization conducted a comprehensive study in 2008 to analyze the contributions of a region’s institutions of higher learning. The report revealed that Baltimore area colleges, universities and academic medical centers contribute over $17 billion in economic activity to the regional and state economy.

Strategy: To generate excitement and attention, BCN hosted a press conference with featured speakers including the mayor, county executive, local economists, and leaders of BCN. Prior to the event, the PR team reached out to local and national media to make sure the press conference was well attended. Other deliverables from the PR team included a media advisory, press release, wire distribution, and coordination with respective communications teams. At the event, the results of the report were released, and leaders were made available to the press.

Results:Coverage appeared in Baltimore Sun, Baltimore Examiner, Baltimore Business Journal, Maryland Daily Record, Johns-Hopkins News-Letter, Towson University’s Towerlight, Fox45 Baltimore, WYPR (local NPR affiliate), WMAR – ABC2, and Maryland Public Television.