STE uses debate to differentiate

Launching its School of Technological Entrepreneurship (STE), Northeastern University, assisted by PR agency Peppercom, faced a true test.

"There are close to 2,000 universities implementing similar programs, so just to break through all of that clutter was challenging," says Dawn Lauer, management supervisor at Peppercom.

Northeastern needed to link the launch campaign to a topic or trend that would help differentiate it.

"We needed to get the brand into the public eye and initiate dialogue," says Brian Kenny, VP of marketing and communications ...