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Social Media Case Study: Moats Kennedy

SCORE and MassMutual know how important it is to get good advice. That is why, for SCORE’s 50th anniversary, we are sharing helpful, relevant, and succinct tips for your business success. The tips are based on real-life experiences and successes from people like you.

These case studies are real-life business owners that used the advice from SCORE mentors, applied it to their business, and achieved real, measurable results. 


Social Media Marketing Meme


Moats Kennedy Inc.

Marilyn Moats Kennedy​
Chicago, IL​
SCORE Mentors 
Margaret Corwin 




The Client:

Marilyn Moats Kennedy, a former journalist and Glamour columnist as well a DePaul professor, had developed a thriving business giving speeches and leading workshops on changing work force demographics. 

The Challenge:

As the work force evolved and her long-time clients retired, Kennedy’s methods of marketing her business and prospecting for clients were slowly becoming obsolete. In 2007, business began to drop off, and the onset of the Great Recession in 2008 didn’t help matters. In 2011, a friend suggested Kennedy contact SCORE for advice.  

The Solution:

SCORE mentor Margaret (Peg) Corwin helped Kennedy reinvent her business and learn the ropes of online marketing. Corwin worked with Kennedy to revise her website, focusing on increasing search engine optimization to drive traffic, and using direct language in the copy to prompt users to take action. 

Equally important, Corwin showed Kennedy how LinkedIn, her blog and online videos of herself speaking could attract and engage a new generation of prospects. “I wasn’t overly excited about social media,” the veteran journalist admits. “However, there’s no question about its value. Peg showed me, [using] Google Analytics, which blog subjects appeal to readers.” Kennedy enjoys the instant feedback Google Analytics provides, as well as the ability to boost her results in search engines by tailoring content to what readers like. She’s also found LinkedIn to be invaluable for connecting with prospects.

The Results:

Today, social media is Kennedy’s primary lead-generation tool—and sales are growing. What’s more, the people hiring her are much younger, showing that her new, social-focused marketing strategy is connecting with the new generation of employees and businesspeople.”

Kennedy is also writing her seventh book, which will focus on career planning for people over 60—but unlike her prior works, this one will be an e-book. “Peg is helping me organize and format it so it appeals to an audience that doesn’t want to read 350 pages,” Kennedy says. “She’s showed me how to give the audience what they want in the format they want.”

“Peg has helped me redirect, repurpose, reinvent—and enjoy a renaissance!”

Mass Mutual is not associated with, and does not endorse, the business featured.​