Training Programs

Overview of the Program on Negotiation at Harvard Law School

Background on the content business models used by Program on Negotiation at Harvard Law School

Program on Negotiation at Harvard Law School

Kim Mateus:
The case study that we’re going to focus on today is the Program on Negotiation at Harvard Law School. The Program on Negotiation at Harvard Law School is a consortium of a couple of different universities, it’s Harvard, MIT, and Tufts, and their whole mission as a nonprofit is to advance the work of negotiation, to help people become better negotiators.

Kim Mateus:
And the primary way that they generate their revenue is through these executive education events, obviously pre-COVID, these were all live and in person. And this year, they have transitioned everything to online very successfully, I will add. And basically, looking at how they’ve built their digital strategy, we use this concept of a brand wheel. They sought our help in the late 2000s, I want to say it was ’08 or ’09, where up until that point, they were outsourcing… excuse me, they were generating all registrants for those executive education events through direct mail. And they wanted to become digital. They wanted to build digital presence that would expand their footprint, expand their mission, get people to become more aware of this program, sign up, and eventually attend a live event.

Kim Mateus:
So, what we’re looking at here is, if we think back to ACEM, in this 12 o’clock position, you have there a portal, or in their case, they call it a blog. This is the portion of your website where you are giving away content for free to attract traffic from search. Moving in this way into that one, two o’clock position, you’ve got the free reports that they give away, which is the incentives to build a bigger list. That’s where capture comes in. Then as you move around, you get into how they monetize. They’ve got a digital newsletter called Negotiation Briefings, they also have a store where they sell different sort of teaching materials, but then the big moneymaker, if you will, is in their events. So, this gives you an idea of just strategically what it is that they offer and how they flow people through that funnel.

PON Daily Blog Page

Kim Mateus:
And what we’re showing here is an up-close image here of their blog, as they call it. And what I’m highlighting here on the right-hand side are the different categories. So, even back in ’09 when we were building the site for the first time, we knew enough back then to know that keyword research needs to play a role in the architecture of your site. And still today, 2020, we see a lot of websites out there that have categories that are not endemic to their market. And we just think that that’s a misstep. You might as well categorize your content already using keyword phrases. So, every single one of these category names are a keyword phrase in and of itself. So, just wanted to show you that and give you an idea of the types of things that they’re writing about on their website.

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