an integrated branding, marketing, and communications consultancy dedicated to delivering winning strategies and assets for nonprofit organizations, cultural and educational institutions, and businesses devoted to doing social good
an integrated branding, marketing, and communications consultancy dedicated to delivering winning strategies and assets for nonprofit organizations, cultural and educational institutions, and businesses devoted to doing social good

"The Library could always count on Nancy's intelligence, vision, and determination to deliver terrific promotional strategies and outcomes.

"But it was her warmth and wit that made her a great colleague."

Paul LeClerc, President,
The New York Public Library 1993-2011

CASE STUDY :   ADVANCE REPUTATION THROUGH EVENT

OVERARCHING GOAL

Increase awareness of The New York Public Library, a premier cultural and educational organization, through a major centennial celebration.

SITUATION

While NYPL was recognized as one of the most important institutions of its kind in the world, research studies with their key publics revealed disturbing misconceptions:

  • The Library was often seen as a passive, old-fashioned storehouse of books, not an innovator in public service, programs and exhibitions.
  • Many Library users did not know that the Library is a nonprofit institution and that substantial private and public support is crucial for its very existence.
  • The NYPL's Centennial provided an opportunity to shine a light on the many cultural and educational benefits of this beloved, but often overlooked institution.

TANGIBLE OBJECTIVES

  • Create a positive atmosphere for private giving — laying the groundwork to announce a $430 million capital campaign.
  • Foster a sense of ownership and public demand for local, state, and federal support.
  • Establish the Library as an innovator and leader in providing public access to information in all formats (including the then-new "information superhighway").
  • Position the Library, especially its exhibitions, as a prime destination for NYC visitors.
  • Secure pro bono assistance to create and place electronic and print PSAs and other promotion and marketing tools, including radio and television media partnerships.
  • Create and promote a new graphic identity to revitalize the image of the Library

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