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Cognitive Arts
Strategy
This is a story about an international educational software company founded out of a university research institute that was a leader in computer simulation training and quality e-learning, but faced the challenge of competing in the growing for-profit industry of e-learning and online education.
The challenge for Cognitive Arts was to differentiate Cognitive Arts’ high-end training product from the hundreds of other lower-end e-learning companies in the global marketplace. In addition, Cognitive Arts needed to develop an overall branding message that would cover two competing divisions at Cognitive Arts: one old division serving Fortune 500 corporate customers and one new division serving Ivy League universities.
Tactics
To help Cognitive Arts differentiate its educational software from other e-learning solutions and present a consistent brand to both the corporate and university audiences, RLM promoted Cognitive Arts’ founder Dr. Roger Schank, a world-renowned researcher on technology and learning. This served to show that Cognitive Arts’ software was not just digitized lecture notes — but a new form of education. Because Cognitive Arts and its partners Columbia University and Harvard Business School were interested in selling online courses to multinational corporations, RLM arranged a media tour for Dr. Schank in London and made international press a priority in its outreach campaigns.
Results
RLM’s strategy resulted in national and international coverage in education, Internet and business media. Broadcast hits included CNNfn, NY1 News and CNET Radio; Print and online coverage included The New York Times, U.S. News & World Report, Crain’s New York Business, Nihon Keizai Newspaper (Japan), Wired, VentureWire, AlleyCatNews, Online Learning, @NewYork, Computeractive Magazine (UK), @NewYork, Training Magazine and CIO online (Buenos Aires), CeLA and People Performance.