Strategic Media Partnership in Korea

Cheung Kong Graduate School of Business (CKGSB) features 45 full-time professors with unrivaled expertise and insights in the business and economic field. The unmatched alumni network also promotes strong academic-industrial collaboration in diversified sectors. China’s open-door policy and rapid growth in many sectors heightened demand for knowledge and experts’ views on the market. However, CKGSB is relatively new with lower brand awareness than other global business schools in Korea.

It is one of the top priorities for CKGSB to Raise brand awareness and position CKGSB as the thought leader by engaging and cultivating strong alliances with major media outlets in Korea. The strategic approach made is to Promote and leverage long-term relationships with top-tier media outlets to fortify CKGSB’s thought leadership in the industry. It is also aimed to expand CKGSB’s influence in the business community and raise credibility among fresh graduates and mid-career executives seeking China-focused MBA and EMBA programs through delivering insights as a knowledge leader at exclusive sessions of international forums.

Planning & Execution

The Hoffman Agency orchestrated the strategic partnership between CKGSB and Chosun Ilbo, a top-tier media outlet in Korea. Under the partnership, the faculty and alumni of CKGSB served as the panelists and speakers for the Asian Leadership Conference (ALC), the premier international conference hosted by the Chosun Ilbo. CKGSB also had hosted a ‘CKGSB Session’, the first branded session organized by a global business school in ALC. In addition to the conference, the faculty and alumni of CKGSB conducted special interviews with the Chosun Ilbo.

Effectiveness / Results

The Hoffman Agency maximized the exposure of CKGSB to enhance the School’s brand awareness and firmly position the school as world-class thought leadership provider through the conference and interviews. Stories of CKGSB, the faculty, and alumni were featured on the official webpage of ALC and a printed article in the Chosun Ilbo. The Hoffman Agency also increased brand awareness of CKGSB through onsite distribution of official brochures and banner displays. Highlights of the CKGSB faculty’s speech from the conference were published under the headline of ‘Leaders who Read Future.’

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The Campaign Asia-Pacific Team