Fans weigh in on the new Washington NFL team name
GEORGE MASON UNIVERSITY’S COSTELLO COLLEGE OF BUSINESS
Growing the brand through thought leadership.
As the area’s best-kept secret, they needed to find a way to stand out.
George Mason’s Costello College of Business is committed to preparing a diverse student body to succeed in the global business world.
IMPACT STATS
2 billion+reach
in one year
50%of coverage
in top-tier outlets
01Challenge
Despite being part of the largest public university in Virginia, George Mason’s Costello College of Business had limited local and national visibility. Its distinguished faculty and reputable curriculum had yet to gain the recognition they deserved.
02Solution
Since 2019, CLYDE has worked to organically grow and elevate the thought leadership of Costello College of Business using a three-pronged earned media approach. Consistent proactive thought leadership, reactive newsjacking, and thought-provoking op-eds have created a steady stream of coverage in top-tier, local, and trade outlets.
03Impact
Costello College increased its share of voice, beating competitors including UVA’s Darden School of Business, George Washington University School of Business, VA Tech’s Pamplin College of Business, Johns Hopkins, and the University of Maryland less than three years later. In 2022, CLYDE successfully positioned a Costello professor as the go-to expert on the Washington Commanders renaming, with continued coverage throughout the year, including NPR, The Washington Post, and others.
Earned Media
Washington unveils new name, uniforms: Meet the Commanders
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More Work
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George Mason University’s Costello College of Business
EducationGeorge Mason University’s Costello College of Business
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