Thursday, June 1, 2017

Field Team Study Focus: The More than Money Podcast

As students of the MSBA program at The Catholic University of America's Busch School of Business and economics, we were tasked with seeking out a client for our field team study. Our mission was to find a client and adapt our news skills in business analysis in order to make a positive impact in our clients business. 

More than Money is a podcast series created out of the belief that there are ways to do business and give back more than just a profit. Its mission is very much aligned with the Catholic University business school

Our client and More than Money’s host, Dawn Carpenter, was a successful investment banker for 25 years. While standing in an elevator on her way to work, Carpenter had an epiphany that there was more to work than the wealth it generates. Inspired to share her passion and knowledge, Carpenter envisioned More than Money: a space to discuss how business can both generate a profit and be socially responsible and to hear from business people who are fulfilling this mission. 

She needed help with marketing the podcast series, which is where my team and I helped. While we never worked together before, we quickly adapted to each other’s schedules, efficiently designated the workload, and continually discussed our findings together.

At its simplest level, our job was straightforward: find a way to attract Carpenter’s target audience of millennial business undergraduates. As the writers of More than Money’s social media pages until its launch, we had two questions to answer:

1. What do we write for social media posts, and 2. When and how often do we post?

We conducted focus groups with millennial business undergraduates to learn their perception of the series and what language resonates with them most. In addition, we searched online to find numerous sources discussing best practices for businesses using social media. The steps we took to create More than Money’s brand became the foundation for our ultimate deliverable: a welcoming presence to attract listenership.

More than Money launched May 1, 2017 and continues to garner incredible reception. The podcast holds a five-star rating on iTunes, and within 22 days of launching and has 2,067 downloads to-date. To put that in perspective, the average podcast achieves 141 downloads in the first 30 days. Podcasts in the top 10% achieve 3,400 downloads in the first 30 days—a number we are projected to reach.

This project provided my team and I with an invaluable learning experience. Just as importantly, we helped our client achieve her goals for a project so close to her heart. I can testify that her genuine passion for creating a better world for everyone is contagious.

If you would like to learn more about More than Money, you can join the conversation on: • • Facebook page - More than Money • Twitter- @ThePodcastMTM

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