NYC Awareness Campaign
The launch of Cornell University’s new tech campus in NYC was an opportunity to celebrate a historical milestone for both Cornell and Roosevelt Island and demonstrate Cornell’s broad presence and impact in the city and the surrounding region for over 120 years.
The project was a 1.5-year communications strategy sourced from internal and external staff and partner resources. I led the overall creative and editorial direction and managed a robust, multi-media owned, earned, paid media and event strategy in coordination with scores of internal and external partners from NYS government and private sectors.
Strategic Leadership — Brand Strategy — Editorial Strategy — Positioning & Messaging — Event Development — Brand Storytelling – Audience Segmentation — Creative Direction — Concept Development — Visual Direction — Creative Briefs — Multi-channel Campaigns — Cross-functional Alignment — Stakeholder Management — Internal Buy-in — Presentation Development — Leadership Communication — Project Oversight — Scope Development — Resource Planning — QA & Approvals — Collab & Integration — Cross-unit Collaboration — Interdisciplinary Coordination — Team Leadership — Creative Partnership — KPI Definition — Performance Reporting — Audience Research — Persona Development — User-Centered Design –
Strategic Leadership — Brand Strategy — Editorial Strategy — Positioning & Messaging — Event Development — Brand Storytelling – Audience Segmentation — Creative Direction — Concept Development — Visual Direction — Creative Briefs — Multi-channel Campaigns — Cross-functional Alignment — Stakeholder Management — Internal Buy-in — Presentation Development — Leadership Communication — Project Oversight — Scope Development — Resource Planning — QA & Approvals — Collab & Integration — Cross-unit Collaboration — Interdisciplinary Coordination — Team Leadership — Creative Partnership — KPI Definition — Performance Reporting — Audience Research — Persona Development — User-Centered Design –
My Roles:
Print, Digital, and Out-of-Home Advertising
A tightly coordinated, multi-channel advertising strategy complemented a broader owned media, earned media, and event strategy throughout NYC metro area.
Event Identity
Event Strategy, Planning, and Logistics
LiveStream, planning, logistics and event assets for multiple locations throughout New York state.
Editorial and Trans-media Storytelling
Social Media Video
