CASE STUDY: All About Careers

BACKGROUND Career consulting company. Hosts of Dream Job Boot Camp and Workpaths for Women, career seminars. 

CHALLENGE AAC was a start up company with no history, case studies or money.

STRATEGY Leverage expertise of  company officers and practitioners to offer “how-to” advice columns. Invite media to attend sessions.         

RESULTS A career reporter from the Wall Street Journal attended the inaugural session of Dream Job Boot Camp and wrote a full column praising the program. Subsequent coverage included a Carol Kleiman article, which was syndicated in numerous Tribune Media Services papers; regular full-page columns in Young Money Magazine and a monthly column in College News newspaper; feature segment on ABC 7 evening news. Other articles appeared in Today’s Chicago Women and other community papers.   Attendance at each session was strong; Web hits and consulting inquires spiked with each media hit.