THE NEW SCHOOL  | BE NEW
spiking enrollment
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spiking enrollment
Challenge:  The New School was looking for a sharp increase in enrollment for their adult education classes. The insight? The New School was created to challenge conventions. So it's only logical to be located in NYC. – home to 8.3 million New Yorkers - all here to creatively or intellectually "make their mark."

Solution:  The "Be New" and "Choose your course" campaigns promoted the university's adult education program and their "summer intensives." I had the honor of running the account for three years, under Bob Barracci's presidency. Enrollments exceeded goals for all three years.

Outdoor for the "Be New" campaign. The work helped enrollment grow by 8%.

Two radio spots for the "Be New" campaign

Bus shelter posters for the "Choose Your Course" campaign. This campaign had to be printed three times during its media run, because so many of the posters were stolen from the bus shelters.

Two radio spots for the "choose your course" campaign