Cuny arts

  • THE CASE |
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The Non-profit organization CUNY Arts challenged our agency, Thumbprint, against other three agencies, to find a solution to help them increase the awareness and usage of the program. 

 

CUNY ARTS  is a initiative of the City University of New York founded to create opportunities for all students to experience the richness of New York City’s arts and cultural institutions. Their intent is to adopt New York City cultural institutions as an extended campus by providing free access to museums, participation in special and curated cultural events. 

 

WHAT WE FOUND

From the 240,000 CUNY students that attend the world’s largest urban campus',

 

Only 5% of them were using the benefits of the program

The brand wants to stand for various things, but isn’t prioritizing messaging objectives.

 

 

CUNY STUDENT FACTS

IN 2019 89% of CUNY students were UNDERGRAD

 

 

88% OF CUNY STUDENTS attended High School in NYC.

 

 

 

IN 2019 40% OF STUDENTS WHO ATTENDED CUNY SCHOOLS WERE male & 60% female

53% OF CUNY STUDENTS work full time

 

INVESTIGATION

Falk, J. H: Identity and the museum visitor experience, 2009, Walnut Creek, CA: Left Coast Press.

 

UNLEARN & LISTEN

Are CUNY students not interested in culture?

We conducted a series of focus groups, IDI’s with students to find out.

DECODE

THEIR SCHEDULES DON'T ALIGN WITH CUNY ARTS HOURS

53% of students work FULL-TIME.

Monday to Friday

Commuting 1 hour from Queens to Manhattan going to school from 10 am to 2pm.

Working 2 pm to 6 pm.
Homework.

MUSEUMS CLOSE AT 5 PM.

Weekends

Wake up at 12 pm.

Want to explore the city around 3pm.

1 hour commute +

MUSEUMS CLOSE AT 5 PM.

End up going to a bar instead.

“ By the time I’ll get there, the museum will be closed.”

-Queensborough Community College Student

 

SOLVE THE CASE

TRIAL

CUNY ARTS – LOCAL,

WAS SELECTED AS THE

WINNING CAMPAIGN

ANDREA BAEZ – DIRECTOR OF DATA & INTELLIGENCE

NATASHA KHEMRAJ – PROJECT MANAGER 

RAYMOND SEIN – DIRECTOR OF STRATEGY

MELISSA ORR – CREATIVE DIRECTOR

CARLOS MATIAS – COPY WRITTER

7 + 11 =