CASE STUDIES

The seven case studies that follow are examples of projects led by Nancy Donner as Vice President at some of New York City’s finest educational, cultural, and mission-driven institutions. 

They show how Nancy helped each institution craft and then realize their messages, setting the strategies and implementing the tactics to ultimately achieve their goals. While these organizations may have since moved on, the thinking behind these strategies remain relevant. 

Please click on case study links below in red to see in-depth strategies.

Case Study I: NEW WEBSITE
The old website for New York Institute of Technology (NYIT), a polytechnic university, was decidedly untechnical and uncool. To be useful, attractive, and marketable to prospective students, NYIT embarked on a complete overhaul and created a unique and award-winning mobile-first site.

Case Study II: INTEGRATED MARKETING
In an effort to stand apart from other NY metro area universities, NYIT sought to embrace and amplify its geek persona in all media: paid, earned, shared, and owned. An integration of videos, advertising, and social media led the tactical efforts.

Case Study III: BRAND LAUNCH
The New School, a progressive artsy institution with a national profile, located in NYC’s West Village, needed a way to integrate its seven disparate schools into a cohesive brand. A multi-year effort to change both the naming convention and visual identity of the university was undertaken to reinforce this rebranding.

Case Study IV: RECRUITMENT CAMPAIGN
The New School had no trouble attracting applicants. But like many other universities, it had trouble keeping them. The university launched a campaign--ARE YOU NEW SCHOOL?—across the full suite of recruitment materials to help prospective students identify whether the school was the right fit for them.

Case Study V: MAJOR EVENT
On the occasion of its 100th birthday, The New York Public Library (NYPL) planned dozens of events throughout NYC to celebrate the history of this august public/private institution. The weeklong Centennial Celebration involved noted actors, government officials, authors, and business luminaries and drew thousands of visitors. The celebration culminated in a grand sound and light show on Fifth Avenue, and set the stage to complete a $736 million campaign. 

Case Study VI: OPEN NEW CULTURAL/EDUCATIONAL RESOURCE
NYPL moved its business and science collections to a new facility, showcasing the Library’s commitment to advanced technology and business in the 21st century. The institution was facing perceived obsolescence and our goal was to get the press to position NYPL leaders as experts in information technology and the new SIBL space as a resource for economic growth.

Case Study VII: VIDEOS
Nothing captures the attention of audiences with short attention spans like video. It is the tool that can show authenticity, warmth, excitement, and humor.. And they can be used as advertisements, web enhancements, internal communications, and much more. This section breaks down the kinds of videos made for both NYIT and The New School.