Reigning No. 1 in entrepreneurship for 17 years in a row, it’s no surprise that Babson College is consistently churning out alumni success stories. Not only are they entrepreneurship experts, they’re experts at marketing entrepreneurship. Because of this, the Babson College marketing team has now been named Higher Education Marketer of the Year by the American Marketing Association.
Babson’s 2012 crowdsourcing campaign sought to define entrepreneurship itself. The term, according to Chief Marketing Officer Sarah Sykora, had been defined by the world in too exclusionary and narrow terms. Since then, in partnership with Connelly Partners, Babson has engaged more than 158,000 unique visitors from 179 countries to share their thoughts via online, out-of-home, radio and print media.
The results of the unique campaign were presented unconventionally, through images on banners throughout the city rather than simple text. While promoting their own brand, the team was able to make a global impact in the field of entrepreneurship itself.
“By shattering traditional marketing siloes and integrating our positioning into every aspect of the consumer journey, we have successfully repositioned Babson as the educator, convener and thought leader for Entrepreneurship of All Kinds™, the most positive force for generating sustainable economic and social value around the world,” Sykora said when accepting the award on behalf of the college.
Through this prestigious award, the AMA seeks individuals and organizations who have transformed the field of higher education marketing through innovative methodologies such as Babson’s. The organization recognizes one team and one individual out of the nation for the honors. Last year’s Higher Education Marketer of the Year team award went to Young Harris College’s Communications and Marketing in Georgia.