CSG’s Multifaceted Marketing and PR Expertise Takes N Ventures to New Places
N Ventures, the strategic partnership arm of The New School’s Parsons School of Design, turned to Communications Strategy Group (CSG®) for K-12 and higher education public relations and strategic marketing expertise.
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Solving for N Ventures’ Why
N Ventures came to CSG seeking expert support and guidance in elevating the visibility of The New School Store and Parsons School of Design with the primary goal of generating revenue for The New School.
N Ventures presented two key challenges where CSG could contribute to achieving this goal:
Because N Ventures was established in 2020, there was minimal awareness and understanding among N Ventures’ target audience of who they are and what they do. Therefore, CSG strategically applied various public relations and strategic marketing tactics to further N Ventures’ awareness, which enabled its ability to form and strengthen partnerships and, ultimately, generate revenue for The New School.
With the success of our PR campaign, N Ventures received inbound inquiries from school districts and departments of education across the United States.
Establishing Thought Leadership via A Top-Tier Conference Speaking Opportunity
In line with N Ventures’ goals to expand access to Parsons School of Design’s education, CSG submitted and secured a speaking proposal for SXSW EDU. CSG developed a speaking proposal on how design education is not accessible for all students and the partnership between Parsons School of Design and Newark School of Fashion and Design can serve as a new model of collaboration to provide opportunities for high school students.
Once the submission was accepted for SXSW EDU, we promoted attendance to the session through various public relations and social media activities.
We know the last thing conference attendees want to worry about is getting another piece of paper jumbled up in their backpacks, so our education team collaborated with our creative Studio of writers and designers to think of an innovative way to encourage session attendees to learn more about the partnership.
A postcard was left on seats in the session room and included key messaging and a QR code that drove the user to a landing page packed with information about the partnership and N Ventures along with a contact us form.
Reimagine A University Store To Better Engage and Meet School Campus Demands
With a focus on revenue generation, N Ventures engaged with CSG to identify ways to improve The New School Store’s presence to better meet the demands and desires of the store and university community. In order to establish a path forward for The New School Store, our team identified a need to first look retroactively at The New School Store’s presence by connecting with key stakeholders to learn more about their behaviors and perspectives of The New School Store. This looked like analyzing quantitative survey findings from participants and holding focus group interviews with parents, alumni, students and faculty from The New School.
While we worked to better understand how The New School Store can make adjustments to better meet community needs and demands, one key component of The New School Store’s presence that we already knew existed was a lack of awareness.
We set out to tackle this challenge with a variety of well-placed content and striking creative assets, including press releases, social media posts, event promotions and orientation signage.