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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.” 
Industry Creative Director, Nick Scordato, joined us for the evening to judge the campaigns. He spotlighted Hanako and Fijolla’s “Don't Let Fresh Pass You By” as the presentation that stood out among the rest. 

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

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