UMiami School of Architecture, master of Construction Management

Case study

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THE CLIENT: Ranked among the 50 top-tier universities in the United States by U.S. News & World Report, University of Miami continues to grow with regard to student population and expansion of programs like the School of Architecture’s Master of Construction Management school.

THE UNDERTAKING: Introducing a new educational program to the community and world in order to gain credibility, media attention and draw new students from around the country and Latin America.

THE PROPULSION SOLUTION: Unlike many education programs that solely rely on traditional advertising and social media campaigns to reach target audiences, Propulsion PR launched an integrated approach blending media relations, social media management and content creation to begin building what the program was missing: a solid brand to stand out among competition.

THE PROPULSION OUTCOME: 

  • Introductions to target media in South Florida and national architecture and construction publications resulting in heightened awareness of the program

  • Development of blog content consisting of current events like climate change, positioning the department head to offer commentary and perspective on how training builders of the future at UM is key to sustainability

  • Secured renowned international Lean Construction consulting group and national construction leaders to gather for a first-ever Lean Construction Symposium — as well as handled the development and distribution of marketing material/outreach to register, resulting in additional funds for the program

  • Built active social media platforms previously stagnant

  • Recognized as an up-and-coming construction management program in the community, directly competing with its only local competitor that — up until 2019 — was known as the sole leader of construction management teachings in South Florida

  • Credibility for the program resulting in support from academia leaders at the university, which was needed to keep the program up and running in its first two years — a make or break time for the success of new education programs

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