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Weatherhead School of Management

Launch of Case Western Reserve’s Weatherhead Business School Peter B. Lewis Building

Generate anticipation and “buzz” for Case Western Reserve’s new Lewis Building among local, national, and international audiencesCreate high-profile coverage for the School/building to drive an image of innovation and community leadership.
Position building as a “destination spot” by highlighting technology and “experience” of visiting building.
Leverage historical and cultural relevance of Gehry-designed building.

Developed distinct stories targeted to a wide variety of media—including vertical trades focused on architecture, art and travel.
Leverage reputation and controversial status of architect Frank Gehry—but tied to School’s legacy of innovation.
Positioned School’s philosophy, curriculum and contributions to management education as validating the concept surrounding the building, not vice-versa.

Staged a “sneak preview” of the building tied to “back to school” for local Cleveland and Ohio media that laid the foundation for positive visual coverage leading up to dedication.
Webcast building dedication for media and other audiences unable to attend.
Organized building press tours targeted to specific groups of media (i.e. architecture trades, local/regional, etc.).
Created Web site to be used to access all key information/materials on the building including links to additional sources of relevant information.
Leveraged key building milestones/aspects (July move-in; cutting-edge technology, etc.) to help drive press coverage.

Results of this strategy included significant coverage in all of the major media categories reaching the School’s key audiences/constituencies including PBS Nightly Business Report, Architecture Magazine, Inc., Architects’ Journal, Time, The Cleveland Plain Dealer, The New York Times, Symphony, Fast Company, InformationWeek, National Public Radio, The Chronicle of Higher Education, and The Financial Times, to name a few.