Case Studies

Time Square Alliance

GZA conducted an analysis of Times Square’s brand and researched audience insights to identify target audiences and their preferred channels of communication.

We developed new core messaging, updated branding and high-level talking points to guide refreshed marketing materials. We also provided strategic advice for social media and public relations to integrate the new messaging and identity into all Alliance communication efforts.

Museum of the City of New York

GZA raised awareness, boosted attendance, and increased fundraising by positioning this leading cultural institution to New Yorkers and tourists through numerous public relations and marketing campaigns. Major highlights include crafting and implementing a strategic marketing and communications plan to launch “New York at Its Core,” a landmark permanent exhibition on over 400 years of New York history.

Other accomplishments include developing strategic partnerships with domestic and international tourism groups, community and government agencies, creating “Gotham Groove,” a 30-hour round-the-clock public festival, and promoting numerous exhibitions focused on art, history, and culture.

"RIKERS" - A documentary by Bill Moyers

The documentary “RIKERS” features the stories of people who have endured incarceration at Rikers Island in New York City. Leading up to the launch of the documentary, Bill Moyers & Company sought increased awareness via the creation of a robust digital discourse surrounding the topics depicted in “RIKERS.”

GZA created, launched, and sustained a social media campaign for “RIKERS,” as well as strategic partner outreach, influencer research, and the creation and distribution of a digital toolkit. We also managed paid social media advertising and live-tweeted during several screenings and panel discussions to drive real-time engagement online.

National Museum of Mathematics

The National Museum of Mathematics (MoMath) is North America’s premier cultural institution devoted to the wonders of mathematics and its many connections to the world around us. GZA has represented MoMath since its launch in December 2012. We raise awareness of MoMath’s many on-site and online programs and exhibitions, help drive attendance and funding, and manage its brand. Additionally, we provide strategic senior advice and counsel.

GZA has played a significant role in telling the MoMath story worldwide, leading to several achievements.

Brooklyn College’s Feirstein
Graduate School of Cinema

GZA created and executed a comprehensive 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 led 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.

Books Not Bombs

Formed in response to the humanitarian crisis in Syria, Books Not Bombs—a student-led, grassroots organization—sought increased awareness for its work to push universities to join the International Institute of Education’s Syria Consortium and offer scholarships to Syrian students in crisis. Active on more than 40 university campuses across North America, Books Not Bombs supported the next generation of Syrian lawyers, architects, doctors, and teachers by giving Syrian students the opportunity to continue their education without the threat of war.

GZA identified and pitched target media to highlight the efforts of Books Not Bombs and created supporting media outreach materials.