Integrated Marketing

CLIENT: The Grove School of Engineering

PROJECT: Integrated Marketing Campaign

SITUATION

The GSOE has almost 170 years of untold success stories. For decades, it has been moving low-income and underrepresented minorities into the middle class and beyond in comparison to its competitors. Students, alumni and faculty are inventing solutions to solve complex global problems. In addition to great achievements, the GSOE is located in New York City; the cultural, financial, and media capital of the world. We identified an opportunity to share the GSOE’s story by developing the brand identity and communicate its stories through platforms that will spark conversations and create change.

CHALLENGE
As a public school, The Grove School of Engineering has very limited resources unlike their main competitors: NYU Tandon or Columbia University Engineering School. But how to develop a competitive position and increase student diversity on a budget, is why they came to us.

OBJECTIVE

The campaign objective is to diversify and increase fall 2019 applicants by 10% by positioning the GSOE as a competitive and supportive choice which recognizes the need for representation and visibility within the engineering industry.