Harvard Business Review Blog Post: What the Detroit Public Schools Can Teach Marketers
Pete Carter, who's a Director of Brand Communications at P&G and I just did a joint post for the Harvard Business Review about our experiences judging the North America Grand Effies last month. Below is an excerpt and it links to the full post on the Harvard Business Review site.
Last month we served as judges on the North America Grand Effies Judging Committee. For those of you who do not know the Effies, they are considered the top awards for effective marketing communications around the world. Several rounds of judging submissions in different marketing categories result in a list of finalists for the "Grand Effie" or the award for the most effective marketing across all categories. That's what we were tasked to judge, along with nine other senior marketers representing both the creative and business sides of the industry.The winner was a surprising choice. It wasn't a multi-million dollar television campaign for a Fortune 50 company, nor was it a digital media program or some new-age service. Instead, the Grand Effie award was given to the Detroit Public Schools (DPS) for a very simple, and cost-efficient word-of-mouth program to encourage student enrollment. Here's what they did.
Read the full story on the Harvard Business Review website and tell us what you think.
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