Client List & Portfolio

Industrial Relations Center - Caltech

Social Networking Marketing Strategy & Website Development

In Summary

• online community for technology marketing professionals
• connects various web 2.0 resources & hosted applications
• forum for networking, knowledge exchange and industry advancement
• executive interview webinars have generated more than 500 referral leads
• IRC students cite TMC and its post-course value as the reason they enrolled
• more than 200 case study and 100 audio file downloads in 8 months

And, just three weeks after its launch, TMC paid for itself by indirectly referring TMC traffic to convert and enroll in Caltech IRC’s Strategic Marketing of Technology Products course via an organic, online word-of-mouth process.

Client Background & Needs

As one of the most renowned institutions of its kind, the California Institute of Technology's (Caltech) Industrial Relations Center (IRC) sets itself apart in its undeniable commitment to its executive students. Masters at providing unparalleled educational programs and professional certificate opportunities for its executive students, Caltech IRC and instructor Chris Halliwell were faced with the challenge of marketing to its highly influential and active group of professionals.

Technology Marketing Center (TMC) instructor Chris Halliwell collaborated with EMG for a project she thought might help IRC market to its target audience in an indirect, non-threatening way. Facing the challenge of creating a smart, well-organized website that would impact the target audience and make complex information accessible, EMG dove in.

EMG Approach & Solution

To address the IRC’s needs, EMG developed the Technology Marketing Center (TMC) at www.technologymarketingcenter.com – an online “how to” resource destination that takes advantage of today’s Web 2.0 capabilities and offers various user-generated content including case studies, blog content and live and archived interviews with leading technology marketers.

TMC reaches beyond the limitations of the traditional mass marketing efforts from IRC’s past, and instead spreads the word and value of the TMC program virally through the executive offices of today’s top technology marketing leaders via a social, online community.