Communications Strategy Case Studies

National Center on Addiction and Substance Abuse at Columbia University (CASA)

For many years, CASA had relied on trainers crisscrossing the country in order to conduct onsite orientation workshops for CASASTART^sm, a research-based program that changes the trajectory of at-risk middle school students. With advances in technology and growth in demand for CASASTART^sm, CASA was ready for a more cost-effective approach to training.

Recognizing that this was both an opportunity to expand the program and a potential profit center, CASA Vice President Larry Murray turned to Amy Sutnick Plotch Communications to design a new strategy.

We began by identifying clear goals for the project. These included:

• Improve training quality
• Develop a standalone training package
• Facilitate the growth of CASASTART^sm in new communities
• Design a marketable product that would be a profit center for CASA

We began by doing a needs analysis to identify tools that would be effective for the target audience. Interviews with CASASTART^sm trainers and a review of the literature were essential components. The training program we developed is a multi-media, interactive and modular training program. It enables CASASTART^sm to train many sites simultaneously, alleviating the need for staff travel to provide in-person training. Beautifully designed and attractively packaged, it is becoming a desirable investment for program sites.

NYU Robert F. Wagner Graduate School of Public Service

The Wagner School asked Amy Sutnick Plotch Communications to develop an identity program, including a tagline, messages, a new logo and institutional identity guidelines. Wagner sought to improve student recruitment and develop an effective public image.

This project began with an analysis of NYUWagner's marketing materials and those of competitive institutions. Focus groups and interviews with key target audiences and organizational decision-makers pinpointed the school's strengths, weaknesses and opportunities.

This analysis led to a new identity message-Transforming Personal Commitment into Public Leadership-that resonated with students. A series of marketing communications materials, including publications, advertisements and posters, told prospective students and the general public about the school's new identity.

Wagner has attracted new students, engaged new audiences and presented a strong, consistent image throughout its communications. Thanks to the impact of new messages and materials, Wagner's rating in the US News and World Report ranking of top graduate schools in America rose dramatically.

NJSACC, The Network for New Jersey's Afterschool Communities

NJSACC received a grant from the Charles Stuart Mott Foundation to strengthen public will in support of afterschool programs in New Jersey. Executive Director Diane Genco asked Amy Sutnick Plotch Communications to develop a campaign to bolster interest in afterschool.

After evaluating potential strategies and audiences, we designed a campaign to engage afterschool providers, families and advocates in their local afterschool programs. The campaign, "Celebrate Afterschool: Outdoors in the Garden State" featured events in over 40 communities around the state. These events brought together local and state government leaders, families and advocates in a broad show of support for afterschool. Participants could experience afterschool programming for themselves through hands-on environmental activities delivered via partnerships with the New Jersey Department of Environmental Protection and the Association of New Jersey Environmental Educators.

The campaign built unprecedented support for New Jersey's afterschool programs. Regional and local newspapers and television covered the events. A public service announcement on New Jersey cable TV added statewide visibility. A legislative briefing built political support. Most important, the campaign generated new and lasting partnerships between the environmental, afterschool and public education fields, enabling both public and nonprofit agencies to maximize resources on behalf of children.

Amy Sutnick Plotch Communications developed all of the support materials for the campaign, provided technical assistance to the sites and manages the media coverage. We also developed a "do-it-yourself" Celebrate Afterschool kit for afterschool programs throughout the state.