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| | Back to School With Kellogg |
 | | Participant days, the metric by which Kellogg measures success, fell in 2003 to 50% of what they had been during 1999, the peak year, largely because executive ed is “hypersensitive” to economic conditions, said Meghan Tracy, marketing manager for executive education at the Evanston, IL-based school. |
 | | Kellogg studied “who the participants were, and which companies they were coming from,” Tracy said. |
 | | Kellogg signed on a new ad agency — Leo Burnett — and tried to get away from traditional school advertising that showed “smiling faces and ivy-covered buildings,” Tracy continued. |
| directmag.com /mag/marketing_back_school_kellogg (1089 words) |
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