After a generous donation from businessman Dwight Schar, George Mason University turned to Bluetext to rebrand its policy school as the Schar School of Policy & Government. Working within the University’s colors and style requirements, Bluetext designed a new look and feel, together with a logo and a new tagline. Bluetext integrated the visual look into the design and build of a new website as well as collateral including an eight-page brochure. Bluetext was also selected to develop an aggressive public relations campaign that positions the School’s faculty of policy experts as the go-to thought leaders in issues of importance in the government arena.
Public Relations Strategy
The Schar School’s faculty – which includes such high-ranking officials as former CIA Director Michael Hayden, Business Journalist Steve Pearlstein, and political expert Dean Mark Rozell – includes some of the top experts in a broad range of policy, political and constitutional issues. The School selected Bluetext to create a public relations “Speakers Bureau” strategy that positions faculty experts as key sources of insight and perspective to journalists both in Washington and globally. Bluetext created an extensive list of policy topics to map up with faculty expertise, and applies that on a daily basis to the breaking news stories and longer-term trends and pitches that expertise to reporters in order to build trusted relationships between faculty experts and reporters. The result has been a steady increase in exposure both for the Schar School and for the faculty members themselves.