Featured Case Study - Millsaps College

Recent discoveries by Millsaps College professor George Bey are rewriting Mayan history in the northern Yucatan. George's research indicates that the Maya living in the area established large cities more than 1,000 years earlier than previously thought. We pitched the story to Dan Vergano at USA Today, which resulted in a feature in his widely read Science Snapshot.

Several months later, Gehrung Associates arranged for Dan to write a follow up story on George's most recent findings in the region. This feature also appeared in Science Snapshot, and quickly became one the publication's most widely read stories of the year.

Based on the success of the two previous USA Today articles, Gehrung Associates felt the timing was right to approach Dan to see if he wanted to travel to the Yucatan to see the archaeological site in person. The result of Dan's trip was a front-page feature in the publication's Life section, and three videos (kiuic, uxmal, xocnaceh) on the publication's website. We also arranged for George to host an online chat with USA Today's readers. With a print circulation of over 1.8 million readers, this USA Today feature generated widespread attention for the College and Dr. Bey that will surely be attractive to potential students and prominent alumni and donors.

Gehrung Associates has also been instrumental in generating coverage for Dr. Bey's research in BBC Knowledge, the BBC's new science magazine story. He was also interviewed on The Naked Scientists, a one-hour audience-interactive science radio talk show, broadcast live by the BBC.

"Media exposure confers third-party endorsements and outside credibility to all that you say about yourself in marketing materials and branding campaigns."