reframing brand / pitch
client: CUNYarts
under
stand
ing
PROB
LEM
Students are not really using the opportunities CUNYArts is giving them. In fact, they don't even know about these opportunities.
ASK
Create Integrated Marketing campaign to refresh the brand and raise awareness among students
OPP
ORT
UNITY
CUNY is the largest urban university that is situated in world's cultural nerve center. CUNY Arts has the potential to be the connective tissue that leverages both its institutional mission and its access to NYC’s cultural capital.
re
search
ing
OUR
AUDI
ENCE
247,000 students
89% undergrad
40% male
Average age of undergrad: 24 years
88% attended high school in NYC
53% work more than 20 hours per week
33% part time students
THE CULTURALLY CURIOUS
EXPLORERS
Curiosity-driven and already interested in the arts and culture. May already be active in arts/culture but are likely to go even more if it was easier and cheaper. Excited about discovering new events and places.
THE CULTURALLY CURIOUS
EXPERIENCE SEEKER
See a museum, exhibit, or event as important because everyone’s talking about it. Their satisfaction comes from having ‘been there and done that’ so they can be part of the conversation. Drawn to anything that’s trending.
disc
over
ing
IN
SIGHT
New Yorker live in the greatest city on Earth and they know it
BAR
RIERS
Not being aware and not paying attention are two different things.
Lack of awareness is not your problem, attention is.
On the surface you think you have an awareness problem. But in reality people aren’t even thinking about CUNY Arts.
Reframing CUNY Arts from a provider of free access to culture to the curator of New York Culture.
Getting CUNY students excited about arts by showing them how they are local to the richest culture of the world
We need to put NY back in CUNY Arts
SOL
ution
OUR LOCAL IS UNLIKE ANY OTHER
BIG
IDEA
what human truth stands behind this?
"New York is Home, New York is Home"
"New York “fun” means something different to everybody"
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"There is no place like New York, you go to any other place and is like NOTHING like New York"
"You’ll never find a place in the world with more than thousands of languages, everyday"
"Every block you see there is some type of culture"
"You can have the best authentic food from each culture, and is there in your fingertips"
cre
at
ing
OOH transit
Meeting students where they are
Subway 2-sheets in Manhattan and Queens
Staten Island ferry posters
Digital
and
social
Culture on the streets
Interview / game show series hosted by a local art influencer. Quiz on the streets of NYC and CUNY campuses.
CUNY ID stickers
These are designed to go directly onto your CUNY Student ID, which is something a
tangible object that students engage with on a regular basis. They also give a feeling of
exclusivity and garner excitement for changing programming
Advertisements and calendar
We will utilize “in-house” publications such as the CUNY school magazines and
newspapers to advertise seasonal programming. This is both cost-effective and has direct
reach to students.t-effective and has direct
reach to students.
The new logo maintains the original CUNY watermark to unify the brand with the University name.
The NYC reminds of the diverse and infinite art experiences that NYC 5 boroughs bring to CUNY students.
NEW LOGO
Refreshing the look
Pop-up museum
On campus pop-up museums will be placed during the beginning of each semester
CUNY Arts Cultural Corps will be on hand to promote the program. Their booth with merch, sign up sheets and additional recourses is to be placed in the pop-up
Leave behind
mea
sur
ing
Raise awareness of CUNY Arts by increasing visits to the CUNY Arts website, by 10% over last year
Increase number of social media followers by 20%