Henley Business School - The Side Hustle Economy.

The Side Hustle Economy. How Professor Green brought new relevance to the MBA.

We were tasked with grabbing the attention of the business leaders of tomorrow and driving applications to Henley Business School by securing coverage outside of the organisation’s typical media spaces.

The Side Hustle Economy tapped into a genuine growing trend – evidenced the business impact of that trend and allowed Henley to hire a new Professor with news appeal, Professor Green.

Henley Business School needed to live up to it’s brand positioning; Where Business Comes To Life.

The school needed to stand out against its competitors and be seen as an institution connected to the zeitgeist, to modern day culture and the contemporary business world. The Side Hustle Economy allowed us to do that.

Breaking Traditions with Professor Green

Our audience research found that Millennial leaders had abandoned the language traditionally used by Business Schools and thought of career ladders as antiquated concepts. They valued flexibility, diverse business interests and enterprise.

We worked with Professor Green, a successful entrepreneur with a portfolio career, to explore the Side Hustle Economy and help Henley Business School establish itself as the experts on this growing trend.

We used Henley Business School’s annual Royal Regatta media event to launch our white paper, with a panel of business leaders, chaired by Professor Green.

We amplified this with a bumper pack of Side Hustle Economy content, crafted for a cross-section of media, including definitive stats about the true value of the Side Hustle Economy, interview placements with Professor Green and headline speakers and tips for business leaders on how to embrace the trend.

From coverage to applications, outcomes to our campaign

Launch delivered top tier business and lifestyle coverage including BBC News, BBC Radio 4, Sunday Times, City AM & Daily Mirror, Business Insider and Forbes, plus feature coverage in HR and enterprise titles.

The research has delivered a long-tail of coverage as the report continues to be referenced by news and business media, including BBC News Online and The Telegraph. Total coverage now stands at 150 articles.

The campaign produced an 80% increase in unique visitors to the site over the first three months, with one in six visitors clicking through to the post-grad application pages.