Built In
Content leadership across eight U.S. tech communities that tripled content product revenue — from Sarah’s time as full-time Content Director.
Background · Higher Education
Northwestern University’s Kellogg School of Management — a school designed for innovators.
Prior to launching Storyworthy Studios, Sarah Aylward spent five and a half years on the full-time Kellogg team — first as Marketing Manager for the school’s entrepreneurship, innovation and emerging-technology MBA programs, later as Assistant Director of Brand Communications — driving the school’s reputation for entrepreneurship, innovation, business growth and technology.
The Opportunity
Where It Started & What Came of It
Driving the school’s reputation for entrepreneurship, innovation, business growth and technology.
Sarah worked directly for Northwestern University’s Kellogg School of Management in management roles leading marketing and communications to drive brand reputation for entrepreneurship, innovation, technology, growth and more. She started as Marketing Manager for the school’s Entrepreneurship, Innovation, Emerging Tech, LLM/AI, Venture Capital, Private Equity, Family Enterprise and Real Estate MBA programs, and was later Assistant Director of Brand Communications. In both roles she dual-reported into the C-suite and executives across the organization.
The work was to develop a new brand story to match the innovations made possible by a five-year strategic plan, new program development and corporate partnerships — and to launch a new 415,000-square-foot Global Hub.
Designing an integrated marketing and communications plan included consolidating six existing and disparate websites into one cohesive website presence for innovative new programming, driving brand communications to launch the new Global Hub facility, producing video and podcast series, developing content strategy for owned and earned media, and supporting event and program marketing.
- The roles
- Marketing Manager for the entrepreneurship, innovation and emerging-tech program portfolio, then Assistant Director of Brand Communications — five and a half years, dual-reporting into the C-suite.
- The moment
- A five-year strategic plan, a new generation of programs and corporate partnerships, and the launch of the 415,000-square-foot Global Hub — a brand story that had to catch up to the ambition.
- What was delivered
- A new brand story, one consolidated website in place of six, content and digital strategy for owned and earned media, a program video, and video and podcast series that carried faculty and alumni thought leadership.
The Scope of Work
What the Roles Covered
Developing a new brand story to match the innovations made possible from a five-year strategic plan, program development and corporate partnerships — and the integrated marketing and communications plan that carried it. Six connected workstreams.
- 01
Brand Story & Integrated Plan
A new brand story to match the school’s five-year strategic plan, program development and corporate partnerships — and the integrated marketing and communications plan built around it.
- 02
Website Consolidation
Six existing and disparate websites consolidated into one cohesive website presence — built to capture cutting-edge new program offerings with innovative faculty and courses.
- 03
Global Hub Launch Communications
Brand communications to launch the new 415,000-square-foot Global Hub — a new website, enterprise communications across Northwestern University and Kellogg channels, and owned and earned media strategy with Kellogg’s PR team.
- 04
Video & Podcast Series
Faculty thought leadership translated into a video series, a brand video capturing the new curriculum and partnerships, and a podcast series built around an alum’s entrepreneurial journey.
- 05
Content Strategy — Owned & Earned
Content strategy for owned and earned media, from Q&A features with the Global Hub’s architects to the earned coverage that communicated the building’s new features.
- 06
Event & Program Marketing
Marketing for the Entrepreneurship, Innovation, Emerging Tech, LLM/AI, Venture Capital, Private Equity, Family Enterprise and Real Estate MBA programs, and the events around them.
Brand, Video & Communications
See It Live
Driving Brand Reputation to Match Innovation
Launching a new, cohesive website to capture cutting-edge new program offerings with innovative faculty and courses. See more →
Leading brand communications to launch a new 415,000-square-foot Global Hub for Northwestern University’s Kellogg School of Management, including a new website and earned and owned media strategy. Check it out →
Video Strategy — Translating Thought Leadership into a Series
Identifying opportunities for innovation in unlikely areas. Working with Professor Tim Calkins to share how companies of all sizes can identify opportunities to innovate for growth. Watch now →
Shifting from services to products to drive business growth. Working with Professor Mohan Sawhney to share his thought leadership on how services-based businesses can drive growth by productizing their offerings. Watch now →
Remaining competitive in a global market. Collaborating with Professor Michael Mazzeo to share his insights on how companies of all sizes can remain competitive in a global economy. Watch now →
The brand video. Created to capture the innovative new curriculum, programming and corporate partnerships in innovation and entrepreneurship developed at Northwestern University’s Kellogg School of Management. View now →
Podcast Strategy — An Entrepreneur’s Innovation Journey
While working for Northwestern University’s Kellogg School of Management, Sarah collaborated with alum Scott Mandell, founder of Enjoy Life Foods, to capture his entrepreneurial journey — from identifying an opportunity, to creating a new market, to using his enthusiastic customers as brand ambassadors to sell into Whole Foods. Take a listen →
Brand Communications — The Global Hub Launch
A Q&A with KPMB Architects, designers of Kellogg’s new Global Hub. An interview with the architects who brought the Global Hub from vision to reality. Read more →
Launch communications across owned channels. Enterprise communications to launch the Global Hub across Northwestern University and Kellogg School of Management channels. See it now →
Earned media strategy. Working with Kellogg’s PR team to drive earned media communications to successfully communicate the Global Hub’s new features. Explore more →
The Outcome
What Kellogg Had in Place
A brand story that matched the ambition — and the channels, content and launch communications to carry it.
Kellogg came through the period with a new brand story for its innovation and entrepreneurship programs, one cohesive website in place of six, brand communications that launched the Global Hub across owned and earned media, and video and podcast series that turned faculty and alumni thought leadership into durable content.
How It Got There
- Developed a new brand story to match the five-year strategic plan, program development and corporate partnerships.
- Consolidated six existing and disparate websites into one cohesive website presence.
- Drove brand communications to launch the new Global Hub facility — a new website, enterprise communications across university and school channels, and earned media with Kellogg’s PR team.
- Produced video and podcast series, plus a program video, to communicate impact.
- Developed content strategy for owned and earned media, and supported event and program marketing.
Notable Collaborations
- Professors Tim Calkins, Mohan Sawhney and Michael Mazzeo — the faculty thought leadership behind the video series.
- Scott Mandell, founder of Enjoy Life Foods — the Kellogg alum whose entrepreneurial journey became the podcast series.
- KPMB Architects — designers of the Global Hub, featured in the launch Q&A.
- Kellogg’s PR team — partners on the earned media strategy for the Global Hub launch.
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