Strategic Counsel • Public Relations • Digital Marketing
Social Media • E-commerce / Bulk Deal Partnerships
New York City’s “official cultural institution,” the Museum of the City of New York (MCNY) is a nearly 100-year-old gem located at the top of “Museum Mile” at 103rd Street and Fifth Avenue, just across the street from Central Park’s Conservatory Garden. Located in a historic building and embodying the spirit of New York City, the Museum offers a range of exhibitions, as well as public and family programs, which attract New Yorkers and visitors from around the country and the world.
The agency is advising and supporting in numerous areas – strategic planning, public relations, digital marketing, social media, website development, advertising, event marketing, diversity marketing, market research, group tours, retail sales, public programs, government and community relations.
We are raising awareness of MCNY, helping to boost attendance, and fundraising by re-introducing this cultural institution as a leading attraction in the minds of New Yorkers, in particular a younger demographic. Utilizing a strategy of consistent brand messaging with a steady drumbeat of marketing and communications – with special emphasis on proactive public relations to key media targets – in the first year of agency activity, attendance increased by over 30 percent.
In addition, due to internal reorganization at the Museum, we acted as an interim Marketing and Communications department for more than six months, providing intensive strategic counsel, conducting monthly staff meetings, developing marketing and communications plans, implementing public relations and social media tactics with Museum staff, and supporting public programs.
GZ&A crafted (and is currently helping to implementing), a strategic marketing and communications plan to launch New York at its Core, a landmark, permanent exhibition that covers the entire dramatic sweep of New York City’s 400-year history. Opening Friday, November 18, 2016, New York at its Core, the first and only museum exhibition of its kind, will occupy all three first floor galleries and reintroduce a reinvigorated MCNY to its key audiences and serve as the capstone of a decade-long $100 million renovation of the institution.
The agency is providing wide-ranging counsel and support for this landmark exhibition that has been five years in the making through the work of the MCNY curatorial team who consulted with leading scholars, historians, curators, and technology experts.
GZ&A is working hand-in-hand with the Museum to develop important strategic partnerships, including domestic and international tourism groups and community and government agencies, to inform them about this landmark exhibit. Tourism and Community & Government advance previews, developed to stimulate affinity group word of mouth “buzz” about the exhibition, have been well received.
As part of ensuring that the opening of New York at Its Core is a celebration of all of New York, GZ&A advised the Museum to create an major public event, called Gotham Groove, which will be a 30-hour round-the-clock festival featuring a wide range of games, movies, music and contests that will coincide with the exhibit’s opening weekend, November 19-20.
For Gay Gotham: Art and Underground Culture in New York, another groundbreaking MCNY exhibit opening in October, GZ&A is collaborating with key stakeholders in the LGBTQ community to promote this first ever exhibition that explores New York’s role as a beacon for lesbian, gay, bisexual, transgender and queer (LGBTQ) artists seeking freedom, acceptance, and community.
Research & Discovery
As part our strategic advice and counsel, GZ&A managed the selection of consultants in advertising, market research, diversity marketing and group tours to ensure that MCNY had a fully rounded team in place and working cohesively to fully leverage the opening of New York at Its Core and a rich and busy fall schedule.
Strategy & Implementation
GZ&A created a strategy that included an aggressive, strategic public relations and social media campaign that elevated the Museum’s positioning as a NYC cultural institution and simultaneously leveraged MCNY’s exhibitions to generate broader awareness and ultimately increase attendance and support fundraising.
For dozens of exhibitions and public programs ranging from From Teaspoons to Titanic, which showcases a selection of new additions to the Museum’s collection including a deck chair from the Titanic, to Uptown Bounce, an annual series of free summer block parties our team has secured placements in the New York Times, Wall Street Journal, CBS Sunday Morning, Vanity Fair, Financial Times, Fast Company, New York Magazine, New York Post, New York Daily News, Metro New York and many other arts, culture and design publications.
For digital marketing and social media, GZ&A has provided counsel, editorial and metrics tools as well as recommended best practices for MCNY to re-organize their social media content production process and presence. We also crafted online promotions to support exhibitions. Additionally, GZ&A negotiated and manages e-commerce partnership deals, including Amazon Local, Groupon, Goldstar, HowAboutWe, Living Social, Eventbrite and Red Rover to raise awareness and drive attendance and revenue — providing exposure to nearly 10 million New Yorkers and tourists from around the world.
After several years of consistent promotion and strategic planning, in particular for the opening of New York at Its Core, the Museum — reinvigorated and with its image clarified and refreshed — is poised to advance its mission to new levels of achievement.