Challenge: The New School was looking for a sharp increase in enrollment for their adult education classes. The insight? The New School was created to challenge conventions. So it's only logical to be located in NYC. – home to 8.3 million New Yorkers - all here to creatively or intellectually "make their mark."
Solution: The "Be New" and "Choose your course" campaigns promoted the university's adult education program and their "summer intensives." I had the honor of running the account for three years, under Bob Barracci's presidency. Enrollments exceeded goals for all three years.