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May 19th 2015

“Summer is about YOU At CCNY”

Stop BoringCaMPAIGN

Table of Contents

Client Brief : Division of Humanities & The Arts 3Marketplace Analysis 4

Competitive Advertising Analysis 7Product Analysis 10

Consumer Analysis 13Bibliography 16

Target Market Incentive Statement 19 Integrated Marketing Communications Plan 21

Part I 22Part II 24 Part III 27

Communications Campaign Proposal Statement: “The Big Idea” 29Public Relations Campaign Proposal 31

News Release 33PSA 36

Video Testimonial 39Social Media 41

Event Brochure 44Ad Campaign Proposal Statement 46

Print Ad 1 48Print Ad 2 49Print Ad 3 50Print Ad 4 51Print Ad 5 52

Alternative Media Proposal Statement 53On Campus Event Proposal 54

Campaign Budget 58Measurement 60

Recommendations 62 Reflection 63

Team Credentials 64

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CLient Brief CCNY’sDivisionofHumanitiesandArtsoffersCOREcoursesforallCCNYstudents in composition, speech, art/music/literature appreciation, history, philosophy,andlanguages.Italsooffermajorsandminorsinart,blackstudies,English, languages, history, media and communication arts, music, philosophy, and theatre, as well as special programs in Asian studies, comparative literature, electronicdesignandmultimedia,sonicarts,filmandvideo,Jewishstudies,jour-nalism, and cinema studies.

Graduatestudentswillfindprogramsinart,arteducation,museumstud-ies, literature, creative writing, language and literacy, media arts production (filmandvideo),history,music,branding&integratedcommunications,andSpanish

Project Objective

TheobjectiveofthisprojectistocreateanintegratedmarketingcampaigntogenerateawarenessaboutandpromotethesummercoursesofferedbyCCNY’sDivision of Humanities and the Arts.

Main Contacts:Doctor Dean Eric Weitz, Dean of Humanities and Arts and Distinguished Profes-sor HistoryPhone: 212-650-8166 E-mail: eweitz@ccny.cuny.edu

JosephA.Fantozzi,DirectorofAdmissions

Doctor Deidra Hill, Vice President forCommunicationsandMarketingE-mail: communications@ccny.cuny.eduPhone: 212-650-5310

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Marketplace Analysis

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The Marketplace Analysis

During the recent years there have been various trends that have changed boththelandscapeofthemarketplace,andthewayeducationisperceivedinNewYorkCity.ManyofthesetrendsmakethecaseforwhyNewYorkCityisalocationwithincreasinglyuniqueopportunitiesforthosewhoseektostudythehumanities and arts. This is particularly important since it gives us a glimpse intowhattheeducationalandprofessionalmarketplaceaswellasthecurrentdemographictrendsthatsurrounduslookslike.

One of the most notable trends in recent years has been the “reversing of migration,” where more people came and stayed to reside in the city than thosewhochosetoleaveit.Aninfluxofnativesfromothercountriesorstateshas occurred during the last three years, increasing the population by more than61,000,andsurpassingthe8.4millionmarkforNewYorkCityforthefirsttime.ThisisespeciallyrelevantbecauseNewYorkCitynowaccountsforalmosthalfthepopulationoftheentirestate(Roberts,2014).Whatthis“reversingofmigration”meansisthattheappealofNewYorkCityasavibrantandurbanenvironmenthasintensifiedduringtherecentyears.Thissignificantinfluxofforeigners can also be seen tangibly in the education sector as a higher number of studentshailingfromdifferentpartsoftheworldarecomingtotheUS.Theyseektogainexperienceandeducationthatwillberespectedandrewardedintheirhomecountries,notingthatinternationalexperienceandabroadworld-vieware increasingly necessary in a global economy. Because of this, a record high ofinternationalstudentshasbeenrecordedin2014withinstitutionslikeNewYorkUniversityandColumbiaUniversityhostingmorethan10,000internationalstudents(Paulson,2014).

However, the top private universities aren’t the only ones attracting foreigners:publicschools,suchasthoseintheCUNYsystem,arealsomakinganeffortinattractingandwelcomingthemwithopportunitiesandsupportsystemsspecificallytailoredforinternationalstudents.TheseareverysignificanttrendsshowinghowNewYorkCity,the“meltingpot”capitaloftheworld,continuestogrow more diverse and competitive than it already is.

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COmpetitve AdvertisinG Analysis

The Marketplace Analysis (Continued)

Another important trend connected to both the reversing of migration and thegrowingcompetitivemarketshowsthatyoungadultsintheUSprefertostayandliveinthebigcitiessuchasNewYork,insteadofreturningormovingouttosmallercities.Fewerthan23,000youngadultsleftNewYorkannuallybetween2010and2013(Shah,2015).OneofthebiggestreasonsforthisisthatNewYorkCityprovidesjobsthatothercitiesintheUSoreventheworlddon’toffer,givingstudentsandrecentgraduatesabetterchanceatgainingfinancialstability.

Thiscanbeseeninthejobsector,asrecentstudieshaverevealedthat88%ofthenewjobscreatedinthestateofNewYorkaregeneratedinNewYorkCity(Green,2015).Thecity’sprivatesectorjobhasgrownby17%inthelasttenyears, while all the other big metropolitan areas in state recorded declines in their measurements. The top growing categories were in advertising, tourism, andentertainment,givinganodtoaslightlyincreasingjobmarketforpeoplewithartsandhumanitiesdegrees.NewYorkCityhasbecomemoreimportantthaneverforthestate’seconomy,accountingforalmosthalfofitsprivatejobsector.

Alltheserecentchangesinthelocalmarketplacehavedevelopednewopportunities for many demographics. This means that now, more than ever, itisparamountforjob-seekerstostandoutfromanintenselydiverseandcompetitive crowd. That is why people who have communications, creative, and problemsolvingskillsarepreferredbythosewhoareinchargeofmakinghiringdecisions.AccordingtoarecentForbesarticle,(Adams,2014)manyemployersarelookingforthetypeofemployeeswhocanbringtheso-called“softskills”tocounterbalancethetechnologicalagewelivein.Theskillsetthatgraduateshavetoofferemployersinordertosecureajobneedstogobeyondbeingtechnologicallysavvy,andtheartsandhumanitieshelpbyofferingideasandskillsthatcantranscendanyacademicdisciplineorjob.

ThefactthatNewYorkCityisbecomingevenamoreculturallydiverse,competitivemarketplacecreatesaveryimportantopportunityforstudents,recentgraduates,andpeopleseekingtheintellectualenrichmentthattheartsandhumanitiesprovide.BecauseofallthesemarketplacetrendstheCityCollegeofNewYorkisinauniqueandfavorablepositiontooffervaluableeducationtothese new demographics.

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COmpetitve AdvertisinG Analysis

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The Competitive Advertising Analysis

UniversitiesinNewYorkCityarebrandingtheirsummerprogramsasmorethananacceleratedpathtograduation,butalsoasauniqueexperiencethat is unattainable during the school year. A common theme among them is “SummerintheCity,”whichencouragesstudentstoexplorethecitythroughthe respective university. Two universities in the city with great summer school campaignsareNewYorkUniversityandColumbiaUniversity. The vehicle both schools mainly use to advertise summer school is owned media. Although the schools are advertising through paid media, i.e. radio spots and print advertising, none of it surpasses the level of detailed information that can be found on each school’s’ website ThemarketingobjectiveofboththeNYUandtheColumbiasummer’swebsite is to inform students about summer courses and increase their overall knowledgeoftheprograms.Besidesthisobjective,itisdifficulttopinpointameasurable goal; the most obvious, however, would be to increase awareness throughbranding.Thefirstobjectiveaimsatinformingstudentsofthecoursesofferedduringthesummerwhileidentifyingatargetaudience;theseaudiences include high school students, current and visiting students as well as international studies. The NYU summer headline is “Summer in NYC” an important indication thattheschoolisusingthecityanditslikenessasasellingpoint.Onthewebsite,students discover the various summer sessions, the overall program, tuition fees, and how to apply for summer school. NYU’s summer courses are also availableinthreeothermajorcitiesaroundtheworld,includingBarcelonainSpain.Summerclassesareofferedinthreesessions,providingflexibilityforstudents interested in short sessions, but also to those who are fully committed anddedicatedtotakingin-depthsummercourses.Theschool’ssocialmediaisdriven with the hash-tag #mystudyspot to create online connections between theschoolandthestudents.TheuseofsocialmediawithlinkstoFacebook,Instagram and twitter all serve the same agenda, which is to get students involved,engagedandmorelikelytosignupforsummerschool.Withover3000likesonFacebook,andconstantupdatesaboutongoingandfutureeventshappening on the campus and in the city, students can easily locate and connect with past and prospective

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The Competitive Advertising Analysis (Continued)

students. Although the school has not achieved the same strides with its InstagramandTwitterpages(NYU_UP),itsuseofsocialmediaandisstillaneffectiveandimportantaspectofthesummerschoolcampaign.

The Columbia University summer school website intended as more than an informative tool is insightful, resourcefulandwell-designed.Itdoesexactlywhatis supposed to do, which is to inform. Additionally, it identifiesthetargetaudience,laysoutcourses,tuitionandhousing.Theobjectiveofthecampaignissolelyfocused on providing as much information about its variousprogramsasnecessary.Furthermore,thisisdemonstratedintheExploreandDiscoversectionofthewebsite,whichprovidesmoreinformationaboutdifferentareasofstudies.Eachsectionpresentsakeyfactandinterest for the students. In the Arts section, students

explorewaystheycancreateandconnectwithsummereventrelatedtotheclassestheycantakeatColumbia.ItisasmartstrategyanditrelatesbacktothesummerinNewYorktheme. ColumbiaUniversity’swebsite,althoughvisuallystunningandextremelyinformative, lags behind NYU’s campaign, as it features no call to action besides offeringlinksthatmakeregisteringforclasseseasy.WhileNYU’scampaignaims to be informative, engaging and interactive, Columbia’s summer’s website simplyoffersinformationtoprospectivestudents,failingtoengagethem.Thisissomehowdemonstratedthroughtheschool’slackofastrongsocialmediapresence,withonly300followersonFacebook.Althoughthismaynotaffecttheschool’ssummerenrollment,itdoeslittletoaidintheobjectiveofinformingandpersuading as many students as it can.

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Product analysis

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The Product Analysis

TheCityCollegeofNewYork,theoldestinstitutionintheCityUniversityofNewYork(CUNY)system,featuresnumerousdivisionsandprograms,includingthe Division of Humanities and the Arts. However, the Division of Humanities and the Arts is often overshadowed by the other divisions, such as the Grove School of Engineering the Science division and the School of Architecture (North Rankings2015)becauseoftheirCUNYflagshipprogramstatus.Withmorestudentsstudyinginthefieldofscienceduetotheriseintheinterestofthefield,many are applying into these programs rather than the Division of Humanities andtheArts(Goudreau,2012).Nonetheless,theDivisionofHumanitiesandtheArtsoffersmanyintellectualbenefitsforallCCNYstudents(Goudreau,2012).AccordingtoTamarLewin(NewYorkTimes),studyinghumanitiesandthe arts broadens students’ general understanding and comprehension across thesciencesandarts,asstudyinginthesesubjectsdevelopshigherthinking,problemsolvingskills,andanincreasedmotivationtolearn(Lewin,2013).

AllCCNYstudentsarerequiredtotakesomecoursesintheHumanitiesandtheArtsthroughacorecurriculumduringtheiracademiccareer(Lewin,2013).However,thissummer,thedivisionisintroducingnewinnovativeclasses,inadditiontoitscoreofferings,thatlinkCCNY’slocationtoNewYork’sculture and timely issues. These classes include “The Collapse of Communism,” Photographing NYC,” The Art and Craft of the Dominican Short Story,” “New YorkintheMovies,”and“ThePhilosophyofConspiracyTheories.”Thesecoursesnotonlypromotecreativity,butwillalsohavestudentsexperienceNewYorkinawaythatmillennialandGenerationZstudentswillappreciate(Lewin,2013).With courses that engage students beyond the classroom with trips throughout NewYorkCity,studentswillnotonlygainknowledgeoftimelyissuesandtheNewYorkculturescene,butwillalsobeexposedtotheirNewYorkenvironmentinanew and provocative way.

SummertuitionatTheCityCollegeofNewYorkishighlyaffordableandis attractive to students on a tight budget. In fact, CCNY has one of the lowest tuitionswhencomparedtoothercompetitiveprivateuniversities.NewYorkresidents in 2013 averaged paying $245 per credit, or $735 per

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The Product Analysis (Continued)

per 3 credit class at CCNY, compared with other private schools, such as New YorkUniversity,thatoffersummerclassesfor$5,100per3creditcourses(Bruni,2015).With76%ofCCNYstudentsreceivingsomekindoffinancialaid,CCNYprovidesstudentswithanaffordableandqualityeducation.ItisbecauseofthisthatCCNYisconsideredthe“HarvardoftheProletariat(Weitz,1996).”

The Division of Humanities is on par with other competitive programs at universitiesthataremoreexpensive.Numeroushighlycompetitiveacademicand industry awards and scholarships have been won at CCNY, both from faculty and students, further evidence of the college’s rich learning environment.

CCNY’sHarlemlocationmakesitdesirablebecauseofitseasyaccessby public transportation, as well as for its location in Harlem’s rich, historic neighborhood. Despite being opened for more than 150 years, many in New Yorkdon’tknowaboutCCNYandaresurprisedtodiscoverthebeautiful35-acretreefilledneo-gothiccampus.CCNYalsooffersoneofthemostdiversecollegeexperiencesinthecountry,providingstimulatingclasses,andbenefitsthatstudentscanonlyreceiveinNewYorkCity.

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consumer Analysis

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The Consumer Analysis

Millennials want it all: the successful career, the admiration of their peers andthepraisefromtheirfamilies.Theybelieveinthenotionofworkinghard,andplayinghard.Studentsfeelentitledtotheirtime-off;“[Millennialsare]morelikelytoagreethat‘workisjustmakingaliving’andtofavorjobsthatdonotrequireovertimeandallowforseveralweeksofvacation”(Twenge,2009.)AccordingtoCiccotello,Ph.D.andYakoboski,Ph.D.,inATaleofTwoNudges:ImprovingFinancialOutcomesforBoomersandMillennials,“millennials’lifeprioritiesshowthattheyvaluework-lifebalance(…).”

CCNY students are a part of the millennial generation; the most educationally and economically ambitious generation, with more than 3 out of 4collegefreshmenprojectingtheywillearnagraduatedegree(Sax,2003).Rangingfromages18to28,CCNYstudentsarehard-workingindividuals,whomostlycomefromworking-classfamiliesthatvaluetheirworkaswellasthefruitsoftheirlabor.Theyareconstantlyjugglingschool,workandfamilyresponsibilities,whichmakestimeavaluedcommodity.Duringtheregularacademicyearinfallandspring,familyresponsibilitiesandworkoftenaddtotheirtimepressuresandcutintotheirneedtobalanceworkandschoolwith“me-time.”Ina2015CCNYstudentsurvey(MogulMinds)18%ofstudentssaytheyworkfull-time,while42%ofstudentsworkpart-timeandyetstillgotoschoolfull-time.CityFacts2012showsthat73%studentswerefull-time,whileonly27%were part-time. As a result, CCNY students have very little time to themselves andthismakesthemcautiousofwhereandhowtheyuseit.ThisbalancethatCCNYstudentsstriveforinvolvesschool,ajob,socialactivitiesaswellasfamilyresponsibilities.

AccordingtotheNewYorkTimes,millennials,alsoknownasGenY’ers,don’twaitfortheirparentstoteachthemthingsortellthemhowtomakedecision(Levit,2015.)Millennialsareeagertocutloosefromtheirparentsandstrivetosetawork-lifebalancethatdoesn’tallowforsummercoursestobetakenunless by absolute necessity. With this mindset, millennials are susceptible to opportunitiestheythinkwillallowthemtogettothenextleveloftheirlifegoals.They want chances to improve themselves and with

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The Consumer Analysis (Continued)

theseimprovementstheywillbeabletosetthework-lifebalancetheydeemfitfortheir lives.

Consequently, many see summer as a time to reduce their academic pressuresandtouseitforpersonalgratification.Thereareseveralbarrierstostudents’receptivitytotakingsummerclasses.

ThefirstbarrieristhatmanyCCNYstudentsseesummercoursesasaninfringementontheirwell-deservedtime-offfromworkandschoolobligations.Mosttakesummerclassesonlytofulfillacademicrequirementsandnotforenrichment or pleasure. In the Mogul Minds spring 2015 CCNY student survey, only12%ofthestudentswhotookasummercourseintheDivisionofHumanitiestofulfilltheHumanitiesrequirement.Theygotoschoolandworkduringthefallandspringsemesterwiththeexpectationtoenjoytheirtimeduringsummer.

Asecondbarrieristhecostofpayingforsummertuitionwithoutfinancialaid. Millennials are cautious about how they spend money. The 2008 Wall Street crash and the Great Recession have aroused this caution and millennials have been struggling ever since with unemployment, underemployment and debt. (Milkman2014)InaCCNY2015studentsurvey(MogulMinds)68%ofstudentsreceiveeitherscholarshipand/orareonfinancialaid.Thisfactshowsthattheireducationislimitedbywhattheycanafforddespitetheirinitialinterestinthetopic.AccordingtoCCNYfinancialaidpolicy,unusedmoneyfromPellGrantsawarded in the spring or federal loans may be used for summer courses.

Bytakingsummerclasses,studentsassumegreatereducationdebt,orriskusingfundsthatareallocatedfortheacademicyear.Notonlyaresummercourses seen as an infringement on their personal time; it now requires another scarce resource, money.

While these barriers are not insurmountable, students will need to be persuadedthatthereisvalueintakingclassesthatspeakstotheirinterests.

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Bibliography

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Bibliography

Adams,S.(2014,1211).The10skillsemployersmostwantin2015.RetrievedfromForbes.com:http://www.forbes.com/sites/susanadams/2014/11/12/the-10-skills-employers-most-want-in-2015-graduates/

Bruni,Frank.“College’sPricelessValueHigherEducation,LiberalArtsandShakespeare.”NewYorkTimes11Feb.2015.Web.

Ciccotello,ConradS.,andPaulJ.Yakoboski.“ATaleOfTwoNudges:ImprovingFinancialOutcomesForBoomersAndMillennials.”BenefitsQuarterly30.3(2014):32-37.AcademicSearch Premier. Web. 17 Mar. 2015.

Elam, Carol, Terry Stratton, and Denise D. Gibson. “Welcoming A New Generation To College: TheMillennialStudents.”JournalOfCollegeAdmission195(2007):20-25.AcademicSearch Premier. Web. 17 Mar. 2015.

Goudreau,Jenna.“The15MostValuableCollegeMajors.”Forbes.ForbesMagazine,15May2012. http://www.usnews.com/info/features/about-usnews.Web.

Green,L.(2015,320).NYCAccountsfor88%ofnewjobsinNewYork.RetrievedfromNYpost.com:http://nypost.com/2015/03/20/nyc-accounts-for-88-of-new-jobs-in-new-york/

Howe,N.,andStrauss,W.MillennialsRising:TheNextGreatGeneration.NewYork:VintageBooks,2000.

Levit,Alexandra.“MakeWayforGenerationZ.”TheNewYorkTimes.TheNewYorkTimes,28 Mar. 2015. Web. 02 Apr. 2015.

Lewin,Tamar.“AsInterestFadesintheHumanities,CollegesWorry.”NewYorkTimes13Oct. 2013. Print.

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Bibliography (Continued)

Paulson,A.(2014,November17).Record900,000internationalstudentsinUS:thetopcountries they hail from. Retrieved from csmonitor.com: http://www.csmonitor.com/USA/Education/2014/1117/Record-900-000-international-students-in-US-the-top-countries-they-hail-from

“RegionalUniversitiesNorthRankings.”RegionalUniversityNorthRankings.2015.

Roberts,S.(2014,March27).PopulationgrowthinNewYorkCityisreversingdecades old trend estimates show. Retrieved from NYTimes.com: http://www.nytimes.com/2014/03/27/nyregion/population-growth-in-new-york-city-is-reversing-decades-old-trend-estimates-show.html?_r=0

Sax,L.J.“OurIncomingStudents:WhatAreTheyLike?”AboutCampus,2003,8(3),15–20

Shah,N.(2015,January9).MoreYoungAdultsStayPutinBigCities.RetrievedfromTheWallStreetJournal:http://www.wsj.com/articles/more-young-adults-stay-put-in-big-cities-1421697632

TheCityCollegeofNewYork.Students,staffandadministratorsdemographics.NewYork,NY.April2013.PDF.

Weitz,Judith.ComingupTaller:ArtsandHumanitiesProgramsforChildrenandYouthatRisk.Washington,DC:President’sCommitteeontheArtsandtheHumanities,1996.Print.

Target Market Incentive Statement

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Target Market Incentive Statement

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Target Market Incentive Statement:

To emerging adults at CCNY students, the Division of Humanities and Artsoffersthebestalternativeinsummereducationthatallowsemergingadults to become more intellectual individuals because the dynamic material and welcoming environment is perfect for summer stimulation.

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Integrated MarketingCommunications Plan

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Intergrated Marketing Communications Plan

Part I: The Work Plan

SWOT Analysis

Strengths:

• CCNYislocatedinalandmarklocationofNewYorkCity:Harlem

• The artistic and diverse environment is optimal for the teaching/ learning of the Humanities and the Arts

• CCNYoffersaffordabletuitioncomparedtoothercollegesinNYC/metroarea

• CCNY has its own beautiful campus; its own “city on the hill”

• 20-minute train ride from midtown Manhattan

• CCNY’shistoricreputationasfirstCUNYschool

• CCNY’s great arts and music programs

Weaknesses:

• Misconception that arts and humanities classes are not valuable in the competitivejobmarket

• CCNY “lost” within CUNY system

• CCNY does not hold same appeal to students who wish to attend a private university

• Not centrally located to people who reside in other boroughs; long commute

• CCNYisconsideredtobegreatforcertainfieldsonly(Architecture/SophieDavies/Grove);DivisionoftheHumanitiesandtheArtsfallbythewaysideinrecognition

• CCNY’s education is not seen as prestigious as other schools in metro/NYC area

• LackofawarenessofsummerH&AclassesbyCCNYstudents

• CCNY not appealing during summer month

• Emptycampus(90%dropinstudenttraffic)

• Lackofactivitiesoncampus

• Students unaware of activities going on in the community

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Part I: The Work Plan (Continued)

SWOT Analysis (Continued)

Opportunities:

• Re-brandDivisionofHumanitiesandtheArtsprofileasanaward-winning,successful division

• Build up brand strength from CUNY branding platform

• Bringbackschool’shistoricprestige

• Show the value of the classes taught in CCNY and how they better a student’s personalgratificationanddevelopment

• Createactivesocialmediaprofilesinaplatformwhereallstudentsarealreadyconnected

• Summerisagreattimetooffercoursesthatcan’tbeofferedduringtheregular semesters

• Discrete campus during summer allows to host events that drive students/communityresidentstoexperiencethecampus

• Strengthen CCNY’s relationships with other colleges (to optimize amount of transferablecredits)

Threats:

• Other CUNY schools that are located in the city and are more associated with arts and humanities

• Other colleges heavily promote summer in the city; not a unique proposition

• OthercollegesinNYCalsohavebeautifulcampusessuchasBrooklynCollege,NYU and Columbia

• Privatecollegesoffermoreprestigeandvalueforyourmoney,topfacilitiesandfaculty;theyarealsowidelyknown

• Studentschoosingsummervacations,jobs/internshipsinsteadofattendingclasses

• Negative word of mouth among student body about CCNY

• Student’sfinancialproblems(noFAFSA/can’taffordtuition)

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Part I: The Work Plan (Continued)

Key Fact: Since students started going to school at the age of four, summer time is usually relegated to personal leisure and fun. Because of this mindset, summer-school is considered as intruding on their free time.

How can a marketing communications campaign address this?

By communicating how arts and humanities summer classes at CCNY are a personallyandprofessionallygratifyingexperienceforthestudent,summercanbe repositioned as a time when emerging adults can have more intellectual fun.

Part II: The Communication Strategy

Product Description:

In REALITY: HumanitiesandArtsclassesofferhigheducationalvalueatanaffordablepricetostudents.Theyteachandhelpnurturerealworldskillssuchas:problemsolving,creativity,effectivecommunication,andcriticalthinkingthatareadmiredinthejobmarketandsociety.SummercoursessuchasTeachingArtabout#BlackLivesMatterandNewYorkintheMoviesallowstudentstobreakfromtheroutinebypursuingothercoursesimposedbytheirown interests.

As PERCEIVED:Studentsseesummercoursesastakingoutfromtheirvaluablesummer/freetime.Theydonotassociatetheenjoymentofsummerwithgoingtoclass.Forthem,summeristheirchancetopursuetheirowninterestsandbreakout of academic boredom.

The Competition:

Other CUNY colleges:

• BrooklynCollege:seenastheArts&HumanitiesschoolwithinCUNY;hasagreat campus; very dynamic website dedicated to summer classes

• Hunter College: centrally located in Manhattan; very dynamic website dedicated to summer classes

• Baruch College: centrally located in Manhattan; seen as the business school in CUNY

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Part II: The Communication Strategy (Continued)

Non-CUNY schools:

• NYU,FIT,Columbia,Pace

o Perceived as more appealing

o Have better reputation

Other:

• Summer vacations

• Summeroffersabreakfromroutine,opportunitytorelaxorwork

The Target Audience

Demographically:

•BothCCNYandtransfer/non-matriculatedstudents

• 18-28,(Millennials)wholiveinthegreaterNYC/Tristatearea

• Familyincomeofatleast$35K

Psychographically:

• Studentswhostrivetohaveawork-lifebalance

• Have barriers in place that refuse to associate academia with summer

• Value and status for their money and have the drive and curiosity to learn more

• Embraceindividualityandquirksandusethemtostandoutfrompeers

• Craveinstantrecognition,information,andappraisals,andfindawaythroughthe Internet to satisfy all these needs - and therefore get bored easily

• Techsavvyandsociallyconscious.Theythinkhighlyofthemselves;therefore,they want to be heard

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Part II: The Communication Strategy (Continued)

Media Patterns:

• Digital media heavy users

• Always connected to web through multiple devices

• Craveimmediateinteractionsandquick-bitsofinformationinreal-time

• Mostoftheirexpressiononsocialmediarevolvesaround140characters

• Twitter,Facebook,Instagram,YouTube,Pandora,Spotify

Buying/Usage Patterns:

• Engage and are loyal to brands that focus on the individuality and uniqueness of the consumer and product

• Likeinnovativebrandsthathavehighculturalimpact,butareaffordable

• Usebrandsthatkeepthemconnectedtotheirsocialgraphatalltimes,(friends,familyandcolleagues)

• Wanttoknowwhatthebrandisdoingfortheminexchangefortheirloyalty

Reasons to Believe

Thebenefittotheconsumeris:thesummerclassesofferedbyCCNY’sDivisionof Humanities and Arts are brain fun and food, serving as a perfect way to spend thesummerwhilealsolearningandgainingnewskillsandknowledge.

Product can SUPPORT this because CCNY offers:

• Summer courses that are tailored to engage and satisfy students’ curiosity in a diverse and dynamic setting such as NYC/Harlem.

• Abeautiful,peacefulcampusthatwillallowthemtorelaxandhavefunwithfriendsatvariouseventstakingplaceduringthesummer.

• InnovativenewcoursesthatencouragestudentstoexploreNewYorkCityandcurrenteventsinawaythatsparkstheirinterests.

• The chance to attend interesting events such as museum, galleries, theater andfilmvisitsforfree.

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Part II: The Communication Strategy (Continued)

Target Market Incentive Statement:

ToeasilyboredCCNYstudents,theDivisionofHumanitiesandArtsoffersthebest alternative in summer education that allows emerging adults to become more intellectual individuals because the dynamic material and welcoming environment is perfect for summer stimulation.

Part III: Media

Communications Objective

MakeyoursummermoreinterestingandfunbytakingHumanitiesandtheArtscoursesthatwillnotonlymakeYOUmoreinteresting,buthelpfightsummerboredom.

Actions to be taken: want students to become interested and motivated to enroll for summer classes in the arts and humanities at CCNY

Brand personality/campaign tonality:Motivational,Inspiring,Funny/laidback

Mandatories: Websiteaddress,productlogo,tagline,copyrightortrademarksmust be included

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Part III: Media(Continued)

Media Tactics:

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The Big Idea

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Communications Campaign Proposal Statement: The Big Idea

The Print Campaign Concept:

The “Stop Boring” Campaign will showcase how the meaning of summer changes drastically between childish students that spend their time frivolously, by focusing on how summer is the perfect opportunity for mature students to learn.

The Execution of the Ads:

The“StopBoring”campaignwillpromotetheinterestingexperiencesandperspectivesofferedbytheDivisionofHumanitiesandArtssummercoursesby showcasing how the dynamic and intellectual topics covered in these classes are a perfect way to have an interesting summer time, while feeding their brains entertainingandimportantknowledge.The“StopBoring”advertisingwillhighlight the contrast between the reality of a boring summer many students expectwiththepossibilityofdoingmorewiththeDivisionofHumanitiesandArts. This print campaign will appeared throughout campus, especially in high trafficareas.Advertisementsandpublicrelationsmaterialswillallfeatureinformation about how to learn more and register for these and other summer coursesofferedbythedivision.

Tagline:

Stop Boring.

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Public Relations Campaign Proposal

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Public Relations Campaign Proposal

“Stop Boring Campaign”

The PR Campaign Concept:

ThePRcampaignwillsupplementouroverallmessagebymakingCCNYstudentsawareoftheinterestingandfunsummerclassesofferedbyTheDivisionoftheHumanitiesandArts,includingthenewcourseofferings,andbyencouragingthem to enroll.

PR Messaging:

1. ThisyeartheDivisionofHumanitiesandtheArtsisofferingavarietyofnewsummerclassesdedicatedtoexploringthediversityoftheartsinNewYorkCity,includingArt:TeachingArtabout#BlackLivesMatter,Art:PhotographingNYC,Philosophy:PhilosophyandtheArtWorld,Theatre:FromBrooklyntoBroadway:LiveTheatreinNYCandMCA:NewYorkinMovies.

2. Studentscanmaketheirsummersmoreinterestingbyenrollingintheclasses.

3. TheDivisionofHumanitiesandArtsofferscorecoursesforallCCNYstudentsin composition, speech, art/music/literature appreciation, history, philosophy, languages.

Executions:

Testimonial Video to run on the CCNY Campus Website

PublicServiceAnnouncement(2)

News Release

Brochure

FacebookpageforStopBoring

Instagram page for Stop Boring

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News Release

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Contact: ShantelleDeLaCruz

Phone: (212)650-8166

E mail: sdelacr05@ccny.cuny.edu

For Immediate Release

Mogul Minds Launches “Stop Boring” Campaign to Celebrate SummerHumanities and the Arts Classes at CCNY

NEW YORK, APRIL 24, 2014 --- Mogul Minds, students from the Advertising/PublicRelationsWorkshop,hasannouncedthelaunchoftheir“StopBoring”campaign to raise awareness about the new summer courses in the Division of Humanities and the Arts.

MogulMindswillkick-offtheircampaignevent,“AnUnboringSummer,”Tuesday,May5th,12-2PM,atCCNY’sNACBallroom.Theeventwillofferinformation about the Division of Humanities and the Arts summer courses and includeanarrayofactivitiesbasedaroundtheexcitingcoursesbeingofferedthissummer.

ThissummertheDivisionofHumanitiesandtheArtsoffersavarietyofnewclassesdedicatedtoexploringthediversityoftheartsinNewYorkCity.Someoftheclassesbeingofferedwillinclude“NewYorkonFilm,”“Graffiti&StreetArt,”“WomeninAmericanPopularMusic,”“NewYorkandtheOriginsofHip-Hop,”andhybridcoursessuchas“MulticulturalMarketingCommunications”and “The Collapse of Communism,” where students can learn from both the classroom and their home.

The event is part of a larger campaign to showcase some of the new summer Humanities and Arts classes and to highlight the value that Humanities and Arts plays in students’ education. CCNY students tend to avoid summer classes,becausetheytypicallyseesummeraswell-deservedtime-offfromworkand school obligations. In the Mogul Minds Spring 2015 CCNY student survey, only12%ofthestudentswhotookasummercourseintheDivisionofHumanitiesandtheArtstofulfilltheHumanitiesrequirement.

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The survey revealed that students prefer to use fall and spring to attend school andworkwiththeexpectationthattheycangetabreakfromworkandenjoytheir time with summer.

“The “Stop Boring” campaign is not only about trying to increase summer enrollment within the Division of Humanities and the Arts,” said Mogul Minds team member Ava Asencio. “Students considered summer time for personal leisure and fun. They consider summer-school as something that is stopping them fromenjoyingtheirfreetimeandhavingafunsummer.Wewanttoshowthatthe classes in the Division of Humanities and Arts are more personally gratifying than non-academic summer activities.” To register for classes, students can go to http://www.ccny.cuny.edu/registrar/summer2015.cfm.

About the Division of Humanities and the Arts

CCNY’sDivisionofHumanitiesandArtsoffersCOREcoursesforallCCNYstudents in composition, speech, art/music/literature appreciation, history, philosophy,andlanguages.Italsooffermajorsandminorsinart,blackstudies,English, languages, history, media and communication arts, music, philosophy, and theatre, as well as special programs in Asian studies, comparative literature, electronicdesignandmultimedia,sonicarts,filmandvideo,Jewishstudies,journalism,andcinemastudies.Graduatestudentswillfindprogramsinart,arteducation, museum studies, literature, creative writing, language and literacy, mediaartsproduction(filmandvideo),history,music,branding&integratedcommunications, and Spanish.

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Public service Announcement

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The Division of Humanities and Arts Ava Asencio

North Academic Building Ava.Asencio@gmail.com

Room 5/225

160ConventAvenue JordanLamarche

NewYork,NY10031 Jordanlamarche92@gmail.com

Public Service Announcement

FORIMMEDIATERELEASE

Start: TBA

End: TBA

NEWSIGNATURESUMMERCLASSESATCCNY

HELPSTUDENTSFIGHTBORING

:30 IT’SSUMMER.YOUJUSTSPENTYOURLASTWEEKREFRESHINGYOUR

INSTAGRAMFEED,ANDUPLOADINGYETANOTHERSELFIEWITHHORRIBLE

LIGHTING.NOWWHAT?YOUCOULDCONTINUEPOSTINGTHESAMEBORING

PICTURESORYOUCANEXPLORENEWYORKCITY’SFINESTGALLERIES,

MUSEUMSANDOTHERHIDDENGEMSANDGETANEWWAYOFLOOKING

ATTHEWORLD.ENROLLINCCNY’SSUMMERCLASS,PHOTOGRAPHING

NYC.MAKEYOURSUMMERANDYOURSOCIALNEWSMOREFUNAND

INTERESTING.FORMOREINFORMATIONONHOWTOMAKEYOURSUMMER

UNBORING,VISITWWWDOTCCNYDOTCUNYDOTEDUSLASHHUMANITIES

WWWDOTCCNYDOTCUNYDOTEDUSLASHHUMANITIES

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The Division of Humanities and Arts Ava Asencio

North Academic Building Ava.Asencio@gmail.com

Room 5/225

160ConventAvenue JordanLamarche

NewYork,NY10031 Jordanlamarche92@gmail.com

Public Service Announcement

FORIMMEDIATERELEASE

Start: TBA

End: TBA

NEWSIGNATURESUMMERCLASSESATCCNY

HELPSTUDENTSFIGHTBORING

:30WHAT’SMOREFUN?-BEINGATHOMEINTHEHOT,STICKYSUMMER

WEATHER,STARINGATTHEBROWNSTONEACROSSTHESTREETFROM

YOURBEDROOM,OREXPERIENCINGNEWYORKCITY’SURBANDESIGNINA

WAYYOUNEVERSAWIT?STOPBORINGSUMMERDAYS;ENROLLINCCNY’S

“IMAGININGMANHATTAN”SUMMERCOURSEYOU’LLSEENEWYORKINA

WHOLENEWWAY.FORMOREINFORMATIONONHOWYOUCANBEUNBORING,

VISITWWWDOTCCNYDOTCUNYDOTEDUSLASHHUMANITIESWWWDOT

CCNYDOTCUNYDOTEDUSLASHHUMANITIES

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Video Testimonial

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Video Testimonial

AspartofourPRefforts,weshotashorttestimonialvideofeaturingastudentwhohadtakensummercoursesofferedbytheDivisionofHumanitiesandArts.This video was featured on CCNY’s The Campus website. The video highlights the positiveexperiencethisstudenthadnotonlyofthesummerclassshetook,butofher spending her summer in an interesting and productive manner. You can visit the video at http://www.ccnycampus.org/2015/05/summer-ccny-2/

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Social Media

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Social Media

Ourtargetaudienceisconstantlycheckingtheirphonesandengaginginconversation online as well as in real life. The creation of social media accounts specificallypromotingthesummerprogramandnewsignaturecoursesoftheDivision of Humanities and Arts was essential.

We used Instagram to showcase pictures that related to the topics being covered by the new courses and also posted pictures from our event. Additionally, aFacebookpagewascreatedforcross-posting,toengagestudentswhomightnotbe on Instagram.

Mogul Minds will use:

Keywords: Summer Signature/ Summer Courses/ CCNY/ StopBoring

Hashtags: #stopboring, #unboring and #CCNY

Images: ImagesoffilmsandplacestheSummerSignaturecourseswillfeature

Share buttons: Each team member will utilize the “share” button to build awarenessabouttheexcitingSummerSignaturecoursesthatthe DivisionofHumanitiesandtheArtshavetooffer

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FACEBOOKPAGE

INSTAGRAMPROFILE

EXAMPLEOFPOST ON INSTAGRAM

EXAMPLEOF POSTONFACEBOOK

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Event Brochure

The brochure was given to every student that came into the event. It act-ed as the voice for the event to tell students about how to become UN-boring. It highlightessummerboredomandthetypicalwaysstudentswillfightitandthenit showcases the Division of Humanities and the Arts’ Summer Signature courses asawaytofightboredomandbecomeUN-boring.

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AD Campaign Proposal Statement

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Ad Campaign Proposal Statement

“Stop Boring” Campaign

The Concept:Thecampaignwillcontrasthowmuchmoreinterestingsummercanbebytakingclasses from the Humanities and the Arts Division at CCNY. The ads do this by showcasingtheoftenoverlookedbutsadrealityofhowmoststudentsactuallyspendtheirsummerincontrasttowhatthey’llexperienceintheHumanitiesandArts courses. The Execution:The ads will be divided down the middle, giving you a statement of what is boring on the left side and what is “unboring” on the right side. The boring side will show copy about lazy but popular activities that students do during the summertofightboredom,butthatendbeingevenmoreboringandrepetitive.The alternative, on the right side, presents the “unboring” solutions that summer class’soffer.Thiswillbeaccompaniedbythe“StopBoring”tagline.Copywillchangeforeachadandasitfocusonadifferentsummercourseoffering.

Tagline:Stop Boring.

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Print ad 1

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Print ad 2

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Print ad 3

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Print ad 4

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Print ad 5

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Alternative MEdia

Alternative Media Proposal Statement

“Stop Boring” Campaign

TYPE OF MEDIA OR GENRE: Out of Home

CONCEPT: ToremindstudentswhattheirsummerwouldlooklikewithouttheDivision of Humanities summer signature courses and tell them what could possibly happen if they do enroll into a course.

EXECUTION: We will place the copy from our ads on the stairs so that students encounter our message on their way to class within Shepard Hall.

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On Campus Event Proposal

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On-Campus Event Proposal

“Stop Boring” Campaign

An Unboring Summer Event

The Event Concept

The“UnboringSummer”eventwillallowCCNYstudentstoexperiencethedifferencebetweenanon-boring,andeducationalsummerbytakingcoursesintheDivisionofHumanities&Arts,whichappealtotheirdesiretoenjoytheirsummers.,vs. a boring one where they engage in usual summer activities in a non-academic setting. The Event Execution:

The NAC Ballroom will physically be split into two sides: a boring side that has familiar boring summer activities, such as streaming the same old sitcom on Netflix;contrastedwiththe“unboring”sidethatfeaturesinformationinafun,engagingandlivelywayaboutthesummerHumanities&Artsclasses.Therestudentswillbeencouragedtodrawtheirowngraffitionablankcanvas,takepictures using our crazy props, and engage in lightening rounds of trivia battles, whilelearninghowtheseactivitiesshowcasespecificsummercoursesofferedbythe division and what they can learn in them.At the end of the event, every student will be encouraged to use one of the available laptops or iPads to register their attendance of the event (for a chance towina$30AmericanExpressgiftcard),andtoalsoreviewtheHumanitiesand the Arts website for on-site registration. In case they decline to register for classes on the spot, they’ll receive a post card-sized brochure with summer courseinformation/linksforregistration.

Tagline: Stop Boring.

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Event An Unboring Summer

The Island of Boring was created to represent the summer reality students oftentimesexperiencewhen they don’t have any plansfortheirbreakoronce their summer plans have ended.

The trivia station proved itself to be a hit with students, whose competitive sides were revealed as they attempted to answer questions about topics often covered in the summer coursesofferedbytheDivision of Humanities and Arts,rangingfromJazzMusic and Philosophy to Arts and even trivia about CCNY.

Studentslineuptoexperience“An UN-Boring Summer.”

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Event An Unboring Summer

TheGraffitistationwasasuccess,allowingstudentstolearnmoreaboutthenewSummerSignaturecourseGraffitiandStreetArt–ART31186.Theyalsocreatedtheirowngraffitisignature.

StudentsandguestsusedourfunpropstohavetheirpicturestakenafterlearningmoreaboutthenewPhotographingNewYork–ART31178.

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Campaign Budget

Advertising BudgetItem Description Price Quantity TotalColor Posters 8.5"x11" 100ct 37.5 1 37.5Color Posters 11"x17" 20ct 25 1 25Color Fliers 4"x7" 150ct 30 1 30

Event BudgetItem Description Price Quantity TotalCaribbean Blue Balloons 15ct 2.99 1 2.99Kiwi Green Balloons 15ct 2.99 1 2.99Kiwi Plastic Cups 20ct 2.99 3 8.97Caribbean Blue Cups 20ct 2.99 3 8.97Kiwi Paper Table Cover 3.99 2 7.98Caribbean Blue Paper Table Cover 1.99 2 3.98Caribbean Blue Napkins 50ct 2.49 2 4.98Kiwi Napkins 50ct 2.49 2 4.98Multicolor Grass Table Skirt 14.99 2 29.98Striped Border Lunch Plates 40ct 2.99 3 8.97White Plates 2 1 2Red Carpet Runner 6.99 1 6.99Assorted Candy Bag 7.75 1 7.75

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Sash 3.25 2 6.5Instagram Frame Prop 17.99 1 17.99Surf's up Photo Stick Props 7.25 2 14.5Cookie Platter 10.99 2 21.98Soft Drinks 2 5 10Event Sign-age 0.64 100 69.98White Poster board 3.75 3 11.25Giveaway Gift card 25 2 50Sharpie Color 6 pack 7.35 1 7.35Small Plastic Gift bag 2.5 1 2.5Gift tags 3.75 1 3.75

In Kind BudgetItem Description Price Quantity TotalPizza 13.05 10 130.5Cake 8.99 1 8.99CD-Rom 1.5 9 13.5CD cover 1 9 9CD labels 1 9 9Markers 5 2 10Donuts 5.99 3 17.97

Production BudgetItem Description Price Quantity TotalLeave Behind Printing 20 5 100

Alt Media BudgetItem Description Price Quantity TotalCardboard boxes Free 3 FreeRed Spray Pant 3.75 2 7.5Double-sided tape 2.5 2 5

Total721.29

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Measurement

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Measurement

On-Campus Advertising

• Weestimatethat5,200studentswereexposedtoourprintadsinthe courseof5daysastheywereextensivelypostedinhightrafficareasin the NAC, Shepard Hall and Compton Goethels buildings.

• Anadditional500studentswereexposedtoouradswhentheyusedthe computersmadeavailableintheStudentLifeoffice,whichdisplayedour printadvertisingforaweek.

Public Relations

• 1,000studentswereexposedtoourtestimonialvideofeaturesonThe Campus’ website.

• 7,000studentswereexposedtoourPSAsthroughCCNY’sradiostation.

• 15,000listenersinthenearbycommunitywereexposedtoourPSAs through Harlem Radio.

• Bytheendofthecampaign,ourInstagrampagehadgained176followers andaveraged12likesperpicture,showingtheincrediblesuccessthis platform is with our target audience.

• OurFacebookpage,whichfeaturedcross-postedcontentfromour Instagram account, and status updates and polls gained 50 followers.

On-Campus Event

• 125 people attended our on-campus event throughout its 90-minute duration.

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Recommendations

Afterthesuccessofthe“StopBoring”campaign,wouldliketosuggestthefol-lowing recommendations to the Division of Humanities and the Arts in order to spread the message even further.

Partnership With The TowersCapstone Management, the company that manages The Towers at CCNY, is constantlyinvitingstudentstoextendtheiron-campushousingoptions.Apartnership between them and the Division of Humanities and Arts would be a win-winsituation.ThedivisioncouldcoordinatemarketingeffortswithCapstoneManagement to promote the summer course options for students that may justneedthatlittleextraincentivetostayoncampusforafewmoreweeksbyhighlighting the amazing possibilities of what they can do if they choose not to go home.

Summer Activities on CampusOurresearchshowedthatmanystudentsarehesitantabouttakingsummerclassesbecausecampuslifeactivitiesseemsalmostnonexistentduringthesummer. It would be interesting to consider the possibility to host school events forstudentsduringthesummerterm,whichcouldfocusonspecificclasses/divisionsorbecomecampus-wideaffairs.Analternativetohostingcollege-backedeventswouldbetoenliststafforvolunteerstoreachouttotheimmediatecommunity(Harlemareainparticular)andcompileorcross-promotealistofevents happening around campus.

Initiate Campaign with Student Body EarlierAswebeganresearchforthisproject,wefoundthatstudentsconsidersummercoursesduringJanuaryintoFebruary.Wethinkitwouldbeidealtoinitiatecampaign earlier during the academic year to ensure we give students a chance toreallyconsiderenrolling.Wealsonoticedthatemailsandnotificationsforthecurrent Summer Signature courses would be sent at times that would be treated as spam. The email blasts for the Summer Signature courses would reach a larger audienceandbemoreeffectiveifitwassentduringpeakclasstimeswherestudentsareconstantlycheckingtheiremail.

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Team Reflflffllflection

Wehavehadagreatexperienceworkingonthisprojectandcampaignoverthe course of the semester. We can sincerely credit this opportunity for our new-foundknowledgeaboutnotonlyCCNYitself,butalsoaboutitsstudentsandthemanywonderfulqualitiesandofferingsoftheDivisionofHumanitiesandArts. Workingasateamhasprovedtobebothchallengingandrewarding,especiallyaswe’vegottentoknoweachotherbetterovertheweeks.Wehavebeenabletoovercomechallenges,learnhowtoworktogetheramongpersonalitiesthatweresometimestoosimilarandsometimestoodifferent,and create a successful campaign that promotes the Humanities and Arts with irreverence, fun and humor. Wethankyoufortheconfidenceyouplacedonusatthebeginningofthis semester by coming to us for help and are incredibly appreciative of the opportunityweweregiventoworkonfindingpossiblesolutionsforaproblemthathasbeenchallengingtoaddress.Wehopeyou’veenjoyedourpresentation-hereandinperson-asenjoyableaswe’vefoundpromotingtheDivisionofHumanities and Arts summer program to be.

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Team Credentials

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Mission Statement

Mogul Minds is an up and coming full service advertising and public relations agencythatfostersinnovativeandcreativethinkinginarelaxedandfriendlyenvironment. We are composed of fun individuals who bring professionalism

anduniqueskillsetstogethertocreatememorablecampaignsthroughresearch,strategy,andout-of-the-boxthinking.

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Ava Asencio, Co Event Coordinator and Public Relations Specialist

As co-event coordinator and PR specialist for Mogul Minds, Ava initiated,coordinatedandparticipatedinalleffortstopublicizetheevent as well as creating and delivering press materials for the overall campaign. She also contributed many ideas, insights and research duringbrainstormingsessions.TheBronxnativewillbegraduatingfromTheCityCollegeofNewYorkthissummerwithaB.A.inCommunications specializing in Advertising and Public Relations.

Housseinatou Bah, Research Specialist

Housseinatou Bah has played an integral role in various components oftheMogulMinds’project.SheconductedextensiveresearchontheDivision of Humanities and Arts and of the CCNY summer school. She workedonthecompetitivepaper,researchingandanalyzingsummerschoolprogramsintheNewYorkCity.Additionally,shedevelopedMogulMinds’MediaPlanandidentifiedpointsofcontact.Shealsointroduced students to the concept of Stop Boring, at the Mogul Minds’ Event handing out brochures.

Anibal Benitez, Account Planner and Jack-of-all-trades

Asacreativeandbrandstrategist,AnibalBenitezworkedondeveloping the strategy leading up to the campaign and developing the “big idea” in the form of print advertisement. He also served theunofficialroleof“jackofalltrades”byworkingonmarketplaceanalysis, developing surveys, gathering and analyzing the data that resulted from it, and lending a hand to the public relations side by helping set up and coordinate the event.

Shantelle DeLaCruz, Event Coordinator and PR Specialist

AsPRSpecialistandEventCoordinator,Shantelle’skeeneyefordetailplayed a part in initiating, coordinating, and organizing Mogul Minds’ campaign event as well as creating and writing press materials. She helped her teammates with brainstorming and coming up with ideas throughoutthecampaign.TheQueensnativewillbegraduatingCCNYthis spring with a BA in Communications specializing in Advertising andPublicRelationswithaminorinJournalism.Sheplansoncontinuingherstudiesnextyearingraduateschool.

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Lamique Farrell, Lead Designer

LamiqueFarrellistheadvertisingcreative,strategistandleaddesigner of Mogul Minds. She will be graduating from The City College ofNewYorkwithaB.A.inCommunications,andaconcentrationinAdvertisingandPublicRelations.Lamiqueislookingforwardtointerning at Giant Spoon; a creative media agency where she can exploreallthewaysmediacanenhancethestorybrandswanttotell.Inthefuture,sheaspirestousehercreativityandknowledgeofmediatocreateexperiencesthatstickwithaudiencesonallplatforms.

Milena Giunco, Project Manager and Lead Editor

Milenawasexcitedtoworkastheprojectmanageronthiscampaign,while pulling double duty as lead editor, wordsmith and general helping hand. She also wrote call reports, contributed insights during meetings, helped collect and compile research/survey responses, created budget spreadsheets, and lent a hand during the on-campus event set up, during which she manned the trivia booth.

Jordan Lamarche, Creative Strategist

Jordanworkedonthecreativesideoftheproject,actingasacopywriterandaccountplanner.Beingthe“sixthmanonthebench,”healsospecializedasaproductresearcher,whilemakingcontributionstosomeofthePRelements,suchasthePSA,takeawaybrochures and event set up.

Katlen Medina, Social Media Manager and Research Specialist

KatlenMedinaisthesocialmediadirectorandmarketresearchspecialist for Mogul Minds. She has also contributed insights and ideastomanyofthebrainstormingsessions.Katlenhasalsohelpeddistribute,collectsurveys.Asasocialmediamanager,Katlencreatedandhandledthe“StopBoring”campaign’sInstagramandFacebookaccounts. As a research specialist, she created a Google form to implementdatacollectedthroughprimarysurveyresearch.KatlenMedina will be graduating this May with a Bachelor’s Degree in Communications and a minor in Studio Art.

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Ava Asencio 1455 Harrod Avenue Apt 2G Bronx, NY 10472

Email: Ava.Asencio@gmail.com Phone: 917-853-1433 KEY QUALIFICATIONS: Accomplished communications major with strategic campaign development, excellent oral and written communication skills. Competencies in Microsoft Word, Excel, PowerPoint, and a proficiency in social media applications including Twitter, Facebook, Instagram and Pinterest. Language; Bilingual in English/Spanish. EDUCATION: The City College of New York, New York, NY GPA 3.0 BA in Communications, August 2015 Specialization in Advertising and Public Relations EXPERIENCE: CCNY Division of Humanities and Arts Spring 2015 Senior Workshop (class client) -Developed and executed an integrated communications campaign for the Division of Humanities and Arts at CCNY to promote summer school programs to CCNY and metro area students. Victoria’s Secret Beauty Support Associate August 2012-April 2015 -Assist customers with product selections that best fit their personal needs -Maintain visually appealing and effective displays for the entire store -Process an average of 50 transactions each day in a timely manner -Educate customers on product and service offerings -Build and maintain effective relationships with peers and upper management -Mentor and train new employees monthly The City College of New York Receptionist September 2011-May 2013 -Greeted visitors and directed them to their destinations -Answered visitors’ inquiries about the department and its services -Answered incoming calls on a multi-line telephone -Scheduled students for tutoring in various subjects -Sorted and distributed mail, made copies and sent faxes Volunteer Event Planner -Directed the planning and execution of a birthday event -Managed a specific budget for the event -Maintained/managed relationships with vendors and venue

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Housseinatou Bah 444 East 147 Street, Apt 2C. Bronx, NY 10455. 347-293-9800 husainatu29@gmail.com

KEY QUALIFICATION: Communication major with advertising agency experience Strong research, oral and written communication skills Computer: Microsoft Office. Language: Fluent in French/English

EDUCAION:

BA in Communications. May 2015 Specialization: Advertising/Public Relations Relevant Class Work PR Workshop/ Advertising Management/Advertising Copywriting Marketing Research/ Public Relations Writing/Corporate Communication

EXPERIENCE: Young and Rubicam— Account Management Intern

Reasearched competitive of Home Care Brands in Latin America Compiled quarterly and yearly competitive report

CCNY Division of Humanities and Arts— Senior Workshop Spring 2015 Worked on a semester-long assignment in a group to create an integrated maketing

campaign to increase summer classes enrollment for the Humanities and Arts Division Conducted competitive research and analysis of summer school programs in NYC

Global Kids— Intern/Youth Coordinator June 2014-August 2014

Assisted in facilitating workshops for a year long Climate Action Fellowship Mentored high school seniors with college readiness programs

US-Africa Synergy— Ambassador Oct 2011-May 2013 Solicited in-kind donations or sponsorships from individuals and private donors Worked with immigrants’ students with immigration integration and reform

Abercrombie & Fitch— Cashier Sept 2010-Jan 2013 Provided prompt efficient and courteous customer service to all client Maintained store cleanliness and organized merchandize

International Rescue Committee— Peer Counselor Summer 2008, 2009 2010

Monitored and provided care for refugees students in an educational environment Engaged children in educational activities to prepare them for the American educational

system

HONOR/AWARDS: Colin Powell Fellowship 2013-2015: two year selective program for students interested

in public service and policy Albert Shanker Scholarship: four year college scholarship for outstanding high school

graduating students

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Aníbal Benítez 2543 89th St, East Elmhurst, NY 11369 CELL (347)755-8424 • E-MAIL anibalebenitez@gmail.com

QUALIFICATIONS Highly creative and detailed oriented bilingual/bicultural advertising student with

advertising agency internship experience as well as strong solving problem skills and acute interpersonal relations

SKILLS Fluent in Spanish (Native Language) and English. Microsoft Word/Excel/PowerPoint/Photoshop

Proficient use of social media platforms such as Facebook, Twitter, Instagram, Vine and YouTube among others. Competitrack advertising tracking software, secondary research.

EDUCATION City College of New York- New York, NY 10031 BA in Ad/PR Communications (Candidate May, 2015) 3.6 Cumulative GPA

EXPERIENCE (Jan ’15-current) CCNY Division of the Arts and Humanities (senior capstone client) –New York, NY Strategist/Creative

-Working on a team to develop an integrated marketing campaign to promote awareness about the Arts & Humanities Division Summer School enrollment at CCNY -Realized competitive analysis and marketing research -Developed surveys -Analyzed data and consumer insights -Developed creative strategy

(Jan ’15 –current) Young & Rubicam – New York, NY

Strategy Intern -Currently working on strategic research and brand development alongside Global Director of Strategy and Research.

(Aug –Dec ‘14) Young & Rubicam- New York, NY Account Management Intern on the Hillshire Brands Account

-Developed quarterly and fiscal year competitive reports -Tracked and organized legal and network feedback for new TV spot clearance -Strategic researched brands and their positioning in various platforms (mobile apps +

media, web, social media) to develop case studies alongside Senior Account Manager -Gathered and curated stock images for Effie Award video submission

(Jan-June ‘10) Junior Achievement New York- Business Plan Competition – 3rd Place Winner VP of Marketing -Carried out tasks in marketing, design, and research focusing on brand development

-Developed critical business skills ranging from putting together and coordinating a team to creating an innovative plan for a new venture. -Developed strategies to improve social media engagement

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Shantelle De La Cruz 92-30 76th Street � Woodhaven, NY 11421

(347) 782-1439 � shantelle.delcruz@ymail.com

KEY QUALIFACTIONS: Communications major with PR fashion agency internship and work experience. Strong oral, written, and organizational skills, highly efficient, and detail orientated.

• Proficient in Microsoft Word, Excel, PowerPoint, and social media applications including Twitter, Facebook, Pinterest, and Instagram.

EDUCATION: The City College of New York, CUNY BA in Communications, May 2015 Specialization: Advertising/Public Relations, Journalism Minor Related Coursework: Ad PR Workshop / Advertising Planning / Advertising Management / Advertising Copywriting / Marketing Research / Public Relations Writing & Media Techniques / Social Media Strategies / Reporting & Writing EXPERIENCE: CCNY Division of Humanities & Arts (senior capstone client) Spring 2015

• Developed and executed integrated communications campaign for the Division of Humanities and Arts of CCNY to promote summer classes.

• Conducted marketplace analysis research. • Created and delivered press materials. • Planned and managed campaign event.

CUNY Central Office Human Resources, New York, NY College Assistant July 2011-September 2014

• Provided daily administrative support • Typed letters, memos, and monthly data charts

PR Consulting, New York, NY Fashion Intern September 2014-December 2014

• Researched and gathered online and print press clippings. • Organized samples for Carven and Canali accounts • Tracked samples on Fashion GPS • Arranged pick-ups and drop-offs • Created Carven outfit for actress Anna Kendrick in the December 2014 Details

Mercedes-Benz Fashion Week, New York, NY CFDA Volunteer February 2012-February 2014

• Preshow set up and breakdown • Organized seating cards and press materials

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CCNY’s Division of Humanities and the Arts(Senior Workshop 2015)• Developedandexecuted

intergratedcommunicationscampaignforDivisionofHumanitiesandArtsatCCNY

BR Public Relations New York, NY/ InternSeptember 2014 to December 2014• AssistedwithDigitalMarketing

CampaignforNoise4Good• Editedpressreleasesandmediakits• Createdpresslistsfor

multipleindustries• Attendedclientmeetings• Managedpressclips

Griffin Farley Search for Beautiful Minds 2014Bartle, Bogle & Hegarty NYCJuly 2014• Conductedresearchfortarget

audience• CreatedabriefforKitchenSurfing• Presentedbrieftoapanelofjudges

LamiqueFarrell lamiquefarrell@gmail.com(646)-234-7499

Capstone Management New York, NY/ Office AssistantAugust 2014 to Presemt• AssistedwithMarketingStrategiesfor

theproperty• Processedpaymentsforresidents• Conductedtourofbuildings• AssistedwithinterviewsforAssisant

DirectorofResidenceLife

Party City- New York, NY Sales AssociateOctober to December 2013• Cashierresponsibilities• Maintainedstoretobrandstandards• Merchandiseditemsinthestore• Assistedcustomersinshopping

experience

Jules Smith & Nico New York - Brooklyn, NYSales and Merchandising InternMay to August 2013• BuiltwebsiteforScoutHK.com• Conductedcompetitoranalysis• Promotedbrandthroughsocial

mediaonFB,Twitter&Tumblr

• AttendedBrandMeetingsforJulesSmith

The City College of New York, NYB.AinCommunications:May2015GPA:3.7ConcentrationinAdvertising&PublicRelations

AD/PRWorkshop/Ethics&ValuesinCommunications/SocialMediaStrategies/PublicRelationsWriting/CorporateCommunications/MarketingResearchAdvertisingCopyWriting/AdvertisingManagement/AdvertisingPlanning/Advertising/PRProduction

Core Qualifications

Computer Skills

Education

Related Coursework

Experience

Activities and Hobbies

SecretaryofHofstraIntervarsityChristianFellowshipUSA/TeamLeaderofEventPlanninginCityCollegeIntervarsityUSA/Participatesin“ThePriceofLifeNYC”/CampaignthatfightshumantraffickinginNewYorkCitythroughcollegestudents/RelationshipManagerofSpecialEventsCommitteeforTributeEventtoAD/PRProgramDirector,2014

Strategicandcreativecommunicationsmajorwithexcellentoralandwrittencommunicationskills,experienceinsocialmedia,websitebuilding,eventplanning,strategicplanninganddemonstratedacommitmenttothepursuitofexcellencethrougheverytaskIundertake.

WebsiteBuilding(Wix.com),CisionPoint,MSWord,MSExcel,MSPowerPoint,AdobeInDesign&Photoshop,SocialMediaPlatforms(Pinterest,Twitter,Facebook,Instagram,Tumblr,&Linked-In)

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MILENA GIUNCO

222 Seaman Ave ­ B8, New York, NY 10034 ♦ milenagiunco.pr@gmail.com ♦ 973­444­5084 Online Portfolio: http://milenagiuncoportfolio.wordpress.com/

KEY SKILLS Experienced PR intern and bilingual communications major with excellent oral and written communications skills, and social media knowledge. Computer Skills: CisionPoint, Publicity Assistant, DialedIn, Concur, Microsoft Office, web research, data entry, blogging, social media platforms, familiarity with InDesign. Languages: Fluent oral and written skills in English and Portuguese, as well as intermediate knowledge of Spanish.

EDUCATION The City College of New York

BA in Communications candidate, May 2015 Specialization: Advertising and Public Relations Related Class Work: Ad PR Workshop, Market Research, Corporate Communications, Public Relations Writing, Advertising Management, Intercultural Communications, Dynamics of Communication, Mass Communications, Public Speaking.

AWARDS Helen Ostrowski Scholarship for International Students, 2014 EXPERIENCE Spring 2015 City College of New York Division of Humanities & Arts

Project Manager & Lead Editor ♦ Senior Capstone Project Client ♦ Worked on team to develop integrated marketing campaign to promote awareness about the division’s summer program.

01/2015­Present Scholastic Inc., New York, NY

Trade Publicity Consultant ♦ Rehired from previous internship. ♦ Draft press releases for upcoming titles. ♦ Plan and draft itinerary for author media tours. ♦ Compile relevant media lists for specific title pitches.

10/2014­01/2015 Scholastic Inc., New York, NY

Trade Publicity Intern ♦ Drafted press releases for upcoming titles. ♦ Compiled media tracking hits and updated title reports. ♦ Executed mailings of galleys and promotional materials.

04/2014­01/2015 Public Relations Student Society of America, CCNY Chapter

Vice President | Spring 2014 ♦ Worked with executive leadership to plan and execute Building Bridges alumni/student networking event

Summer 2012 DIRTT Environmental Solutions, New York, NY

Social Media & Marketing Intern ♦ Wrote and edited showroom report for company’s newsletter. ♦ Assisted with planning/execution of showroom events.

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THANK YOU!