Brooklyn College’s Feirstein Graduate School of Cinema

  • Senior Strategic Counsel
  • Public Relations
  • Social Media Strategy & Management
  • Strategic Planning
  • Strategic Partnerships
  • Events Management

Overview

The Brooklyn College Barry R. Feirstein Graduate School of Cinema is transforming the film and TV industries. Located in the Brooklyn Navy Yard on the Steiner Studio Lot, Feirstein is grabbing attention with its commitment to elevating diverse voices that are often left out of “traditional” Hollywood.

Feirstein, which graduated its first class in 2018, is the first public graduate film school in New York City and the only film school in the country built on a working film lot. It currently has 200 students enrolled, of which 50% are women and 45% are from underrepresented groups. Feirstien’s advisory council includes prominent figures in the arts such as Steven Soderbergh, Ethan Hawke, Darren Aronofsky, and Keri Putnam. 

Gary Zarr & Associates was retained to raise awareness of Feirstein’s MFA program and draw attention to the school’s commitment to diversifying voices in the film industry.

Strategy

Gary Zarr & Associates created and executed an ongoing public relations and social media campaign. Working in conjunction with the Mayor’s Office of Media and Entertainment, the agency announced the Made in NY competition series, a screenwriting contest aimed at addressing the underrepresentation of women in the film and television industry by highlighting stories by, for, or about women in New York.

We lead sustained media relations for the contest, identifying top tier media targets and crafting stories that established the school as a thought leader in arts diversity.

The agency also launched Feirstein’s social media channels and developed an integrated editorial calendar with messaging that focused on diversity initiatives. We created social media toolkits for high-profile influencers in Feirstein’s network, and ran paid Facebook ads to further promote and raise enrollment in the Made in NY competition.

Results

GZ&A placed feature stories showcasing the school’s programs and students in national publications, including The New York Times, Worth Magazine, Variety, The Hollywood Reporter, Deadlines, Crain’s, Filmmaker Magazine, The Bronx Times, Vibe, BroadwayWorld.com, Remezola, and No Film School.

We also successfully executed social media campaigns across Facebook, Twitter, and Instagram, gaining hundreds of thousands of likes and impressions. We ran Facebook ads that received 20,000 impressions; more than 600 engagements; and averaged 2,000 clicks per ad.

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