Creighton Heider College of Business

Rebranding and delivering new data from a trusted source

Dr. Ernie Goss is the director of the Institute for Economic Inquiry and a professor of economics at Creighton University Heider College of Business where he holds the Jack A. MacAllister Chair in Regional Economics.

Dr. Goss, a prominent professor and regional economist, possesses an innate ability to make economics understandable and relatable—not just to students, business executives, community leaders and policy makers—but to people from all walks of life.

Over the last decade plus, Dr. Goss has been aggregating economic data from around the Midwest each and then presenting it and along with his findings and predictions for the future. His Mid-America Business Conditions Index was, and still is, viewed as a very valuable resource for everyone from economists, farmers, and national news media.

After so many years of delivering this information via text documents, Dr. Goss felt it was getting stale. He was also noticing that his students were not engaging with the way he was delivering the data. He also needed an easy way to share the information, rather than sending out a series of individual, personal emails.

We recommended using video production and uploading to YouTube as a solution. Not only that, but let’s actually produce these videos at their highest level ever, while not breaking his budget.

The Heider College of Business had a video production studio in the basement – which had never been used. So, we decided to use it.

We asked dean of Creighton University’s Heider College of Business, Anthony Hendrickson, PhD, to shoot an intro “inviting” us into the college, and he obliged.

Additionally, we gave the entire production and content an overhaul. We storyboarded and scripted and envisioned what this could be. We added an interviewer (Paul Eide) so the content was more conversational and improve the pace of the videos. While we wanted to convey all necessary information, we also needed it to be concise and easy for the viewers (former readers) to uptake the data.

So, we created 5 primary segments based on consistent monthly content:

– Overall Index Monthly Recap
– Jobs Index
– Inflation
– What To Watch For
– Warning Signs

Here’s what we did:

  • Created an entirely different production format

  • Wrote scripts and created content schedule and run of show

  • Created custom graphics for each video

  • Edited and optimized each video site for nationwide SEO discovery

  • Used the unique URL via each video to deploy each month’s content via e-blast

Here’s what happened:

Thanks to the new video production format, Dr. Goss was able to secure interviews with national publications and keynote speaking events that he had not previously had access to.

Radio stations and news sources throughout the nation “clipped” sound bites and pieces of content for inclusion in their newscasts. The report touched audiences it had never reached and the content was shared with a larger audience than ever before.