Foundation Fall SPOTLIGHT: Multi-Media Campaigns for the Farmers' Markets of GrowNYC
By
BIC CCNY
Posted on
01/06/2022 10:10
Bravo to the BIC Class of 2023 for presenting their multi-media campaigns for GrowNYC

The BIC Class of 2023 wrapped up their foundation semester by presenting multi-media campaigns for GrowNYC to Professors Gerardo Blumenkrantz and Nancy R. Tag. As part of B2002 Idea Development, this semester-long project inspired student teams to strategize, conceptualize, and then execute a multi-media communications campaign that included the four "C's" of content (using 2-D, time-based, interactive, and story-building elements), context, connection, and conversation via Paid, Earned, Shared, and Owned (PESO) media channels.
Together, each team worked to identify a business and marketing problem in order to come up with the first part of BIC's S-A-D model: the strategic message. Next, teams of three conceptualized Big Ideas before executing synergistic multi-media elements designed to build brand value and engage their target audience. The results didn’t disappoint.
In the final stages of campaign development, Professors Blumenkrantz and Tag imitated real-life challenges by throwing students a curveball that needed to be folded into their campaign narratives. Half the teams were tasked with handling a global supply change shortage. The other teams had to leverage an unannounced visit to NYC by Michelle Obama to promote her Netflix series “Waffles & Mochi.”

Bravo, BICsters for developing your storytelling chops and presenting multi-media campaigns that demonstrate how multi-talented you all are!
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