New York State Awareness Campaign
To counter a multi-year increase in negative perceptions of higher education, I led the creative and editorial direction of a long-term awareness campaign highlighting Cornell’s significant positive impact on communities across New York state.
The strategy included highlighting programs that drive economic advancement, support technology innovation, and improve public health, as told by the actual citizens of New York through authentic, testimonial-style storytelling, amplified by a broad, small- and large-market media strategy. Following the original plan, all visual and editorial work was executed entirely by in-house staff, traveling intermittently for a full year throughout the state.
Strategic Leadership – Brand Strategy – Editorial Strategy – Positioning & Messaging – Campaign Development – Audience Segmentation – Creative Direction – Concept Development – Visual Direction – Creative Briefs – Multi-channel Campaigns – Stakeholder Management – 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 Partnerships – Vendor Management – KPI Definition – Performance Reporting – Campaign Analysis – Community Engagement – Audience Research – Persona Development – User-Centered Design –
Strategic Leadership – Brand Strategy – Editorial Strategy – Positioning & Messaging – Campaign Development – Audience Segmentation – Creative Direction – Concept Development – Visual Direction – Creative Briefs – Multi-channel Campaigns – Stakeholder Management – 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 Partnerships – Vendor Management – KPI Definition – Performance Reporting – Campaign Analysis – Community Engagement – Audience Research – Persona Development – User-Centered Design –
My Roles:
Videos
A small-town machinist goes international.
Cornell Brand Communications
NYC water made available and safe.
Cornell Brand Communications
Credits
The project was produced by an in-house team of photographers, video producers, designers, writers, and web developers in the Cornell Brand Communications team, including coordination with multiple colleges, schools, and administrative partners on Ithaca’s main campus and multiple state-wide and affiliate locations.