Live Podcast Series: IDEO U
Turning a live digital event series into a value-add content machine.
Client
IDEO U is an online school that sells courses on design, creativity, and leadership. Spun out of award-winning global design and innovation firm IDEO, IDEO U grew quickly and became an important revenue driver for the business.
Challenge
IDEO U needed a marketing program that could reach customers at all stages of the marketing funnel. With a long purchase cycle and high price point, the consideration phase could be lengthy. They needed to stay top of mind.
Action
I scaled up an existing interview series into a multi-channel marketing machine. The Creative Confidence Series is based around a live digital event that combines candid conversation with audience participation. The events draw thousands of participants and the content is turned into a podcast, blog, emails, and social content. Alongside a team of talented folks, I crafted a strategy to align topics with business objectives, increase reach, and secure noteworthy guests.
Result
The program raises awareness of IDEO U, builds trust and authority with value-add content, and helps the company stay in touch with learners between purchases. Distribution on major podcast platforms expands reach to new audiences. By creating evergreen and timely content, the company has an extensive catalogue of always-relevant material to fuel marketing across channels. The podcast more than doubled reach during my tenure and drove clients to the consulting business, too.
See the landing page and episodes at ideou.com/podcast.
Notable guests include:
