Using Social Media to Promote the Value of a Liberal Arts Education

Challenge

In recent years, liberal arts education has gotten a bad rap in the media and public dialogue.

Strategy

Use the media, speeches and a creative social media account (“Libby & Art”) to tell the real story about the benefits of liberal arts education on behalf of the Council of Independent Colleges.The Power of Liberal Arts campaign used research, collaborative efforts, and an aggressive combination of traditional and social media to move the needle.

Result

The campaign generated extensive social media content, while more than 1,000 articles appearing.
• Public Relations Society of America honored the campaign with its top award, the Silver Anvil.
• CQ Roll Call highlighted it on its “50 most effective grassroots marketing campaigns”list.
• Association Media and Publishing honored the campaign with two gold EXCEL Awards for “Innovation and Strategy in Social Media” and “Integrated Mixed-Media Campaign.”