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Project Overview

ISDI Digital University is an in-person and online graduate school program in Silicon Valley focused on the digital transformation of individuals and organizations. Founded and taught by some of the top tech and digital minds in the world, in just nine months, students receive a Master’s of Internet Business – the only of its kind in the country. ISDI sought to create a year-long campaign to announce its launch. The company approached Ditto for help with messaging, positioning, and thought leadership for their executives in the education space.

Launch Announcements Messaging Executive Visibility Media Relations

Approach

ISDI was entering the alternative education space, which was saturated. At the time, for-profit organizations were at the peak of poor reputation. Ditto was tasked with proving the value of obtaining a degree from ISDI, a school with zero brand awareness in the U.S.  

Team Ditto created a multi-pronged approach ahead of ISDI’s Bay Area launch including messaging and positioning development, content creation, launch events, media relations and social strategy.

The team worked closely to develop key messages and write bi-monthly op-eds that would be published in Forbes as well as the ISDI Medium channel.

Each contributed article was then socialized to create maximum impact. The team executed a plan that targeted both local Bay Area media in addition to national outlets all the while offering-up ISDI executives as experts to discuss the company and the state of education at large. Team Ditto worked closely with ISDI on a launch event in Silicon Valley in addition to an event -- ISDI Talks -- that was filmed and broadcast live.

“In a space where it’s hard to tell hype from substance, Ditto is reliably helpful in figuring out the difference.”

- David Morris, Reporter at Fortune

Result

In 2017 ISDI’s initiatives and Ditto’s outreach resulted in both trade and mainstream coverage through executive positioning of ISDI’s leadership around topics such as the digital transformation, professional future-proofing, the tech skills gap, and the future of work. Ditto continues to deliver interviews with top-tier outlets and strengthening relationships between key industry reporters and the ISDI founders. 

Feature highlights included The MBA for the Digital World in Cheddar, The 6 Jobs Everyone Will Want in 2040 in MONEY Magazine, ISDI Digital University tackles tech skills gap in Mercury News, and Trends | Shift to a Digital Workforce in EdTech Digest and The Biggest Mistakes Young Jobseekers Often Make in Business Insider. Additional coverage included several interviews on Bloomberg TV- ISDI Focuses on ‘Learning Internet Business’ with CEO Amir Mashkoori, and Bloomberg Technology- The Future of Employment with Co-Founder and Head of Digital Transformation Steve Cadigan. Local TV coverage included KTVU: University for Internet business  and NBC Bay Area: Former Head of Talent LinkedIn.

Ditto’s Op-Ed efforts resulted in an ongoing contributor opportunity in Forbes with executive positioning pieces such as:  They See Lemons, You See Lemonade — The Digital World Is Sweet , How To Future-Proof Your Career In A Digital Economy, Is Talent Your Top Priority? Probably Not, But You Can Get There, Your Employees Aren’t In It For the Long Haul: And That’s A Good Thing.

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