B2B Marketing Excellence & AI Podcast

How Harvard Law Executive Education Pivoted When COVID Hit

Episode Notes

Since the pandemic started, several brands have had to pivot on how they do business.  Today, I spoke with Stephanie Gordon, the Market Outreach and Projects Manager of Harvard Law School Executive Education (HLSEE) on how they had to switch direction from in-person classes to virtual.

Learn how they got creative to ensure the experience offered the same value, and how quality brands like HLSEE use quality sources to educate and promote their programs.

I also asked her:

• When COVID first started, what did HLSEE do with its programs?
• How did HLSEE use video to show registrants the experience they would receive?
• I believe that marketing needs to concentrate on building relationships. How does HLSEE build relationships with prospects so they can decide to register for one of the programs?
• One of the biggest complaints I hear from people who attend conferences or take classes is that they never implement what they learn.  What does HLSEE do to make sure attendees utilize what they have learned? 
• What do you do to energize yourself, and do you feel it parlays into your success at Harvard?