Public Relations • Marketing • Advertising • Graphic Design • Strategic Counsel
Brand Positioning • Media Planning & Buying • Strategic Partnerships • Events Marketing
The agency represents the National Museum of Mathematics (MoMath), the only museum in North America dedicated to enhancing the understanding of mathematics. Our team promoted the Museum’s successful grand opening on December 15, 2012, and has continued to work with the Museum to maintain and raise awareness of MoMath’s many programs, drive attendance and increase fundraising. The agency’s integrated marketing, advertising, and public relations campaign has helped MoMath shatter attendance goals and build an international audience.
Since its launch, more than 1 million people of all ages have experienced the fun and excitement of MoMath – half visiting the Museum in New York and another 500,000 discovering the Museum’s innovative, unique exhibitions and content in seven countries, including the United States, Brazil, Germany, Russia, Singapore, Spain and Sweden.
The focus of our strategy, is to dispel the common misconception that MoMath is “nerdy” and boring. Our strategic brand positioning (“math, unsquared”), which showcases MoMath’s interactive exhibits and engaging programs, advances the message that math can be as cool, fun, and exciting as it is useful.
Research and Discovery
We performed an informal competitive audit of museums and cultural institutions nationwide and in New York to gauge various methods of successful brand positioning and audience interaction. We researched the habits of NYC’s vast cultural demographic — including both residents and tourists — before crafting a strategy to attract MoMath’s unique audiences.
Strategy and Implementation
The brand positioning utilized the taglines “math, unsquared” and “the coolest thing that ever happened to math” to favorably establish MoMath’s image and capture a broad-based audience. Our aggressive public relations campaign included the development and orchestration of all marketing materials, and the hosting of well-received formal media previews for new exhibitions and dozens of media visits to the Museum. GZ&A’s efforts led to MoMath’s recognition as a new staple — in particular for families and school field trips — on New York’s renowned museum circuit.
Our team also manages numerous strategic partnerships with the Museum, including companies such as Google, Citadel, Time Warner Cable, Oppenheimer Funds and more to coordinate publicity efforts and ultimately increase awareness among key audiences. GZ&A has also secured a strategic partnership between MoMath and The Wall Street Journal that provides unique content reaching more than 1.3 million readers each week. The initiative is currently in its second year.
Since the launch of MoMath almost four years ago, GZ&A has been able to support and increase visitor attendance to the Museum by multiples of its original projections, and has also helped build important strategic partnerships with numerous corporate businesses.
MoMath’s audience continues to grow and diversify with plans to expand its content and exhibitions to more countries worldwide and have its traveling exhibit visit more U.S. cities and schools.
GZ&A’s proactive public relations campaign has generated millions of media impressions for MoMath’s events, public discussions, and traveling exhibits about topics related to mathematics in local, national, and international media, including major placements in the New York Times, Wall Street Journal, USA Today, New York Daily News, New York Post, New York Magazine, Associated Press, CBS Sunday Morning, WNYC, and New Tang Dynasty Television (Chinese).