By GREGORY ZELLER //
The New York Institute of Technology is taking its message to the streets.
And to subway stations, shop windows and other eye-catching spots around Greater New York – all part of “A Place For You,” an integrated marketing campaign spotlighting the university’s student diversity, rewarding career opportunities and other socio-academic benefits.
Targeting “out-of-home spaces” like bus-mounted panel ads, Times Square billboards and the facades of subway station turnstiles, the ambitious campaign includes 70 printed assets – plastered on those turnstiles, as well as subway walls and stairwells – and a series of 15- and 30-second videos looped on 74 digital displays inside the Metropolitan Transit Authority’s busy Columbus Circle station.
Joseph Posillico: Doer-maker mindset.
New York Tech print ads are also popping up on New York City outdoor elevators, inside Long Island Rail Road passenger cars and on bus shelters throughout Brooklyn, Queens, Nassau and Suffolk.
“A Place For You” is also slated to include commercials on local cable and streaming-television services, along with traditional radio ads and greater “online exposure,” according to New York Tech.
Several on-air spots will be voiced by radio personality Medha Ghandi, known best as co-host of the syndicated radio program “Elvis Duran and the Morning Show.”
To increase the buzz, New York Tech is hosting a #ThisIsYourPlace contest, encouraging participants to take pictures of A Place For You advertisements out in the wild and submit them – along with a quick note about why New York Tech is the place for them. Broadway and Major League Baseball tickets are up for grabs.
The advertising blitz is meant to “bring our doer-maker culture to the public,” according to New York Institute of Technology Vice President of Enrollment Management Joseph Posillico, and to do it in a way that emphasizes the NYC- and Old Westbury-based university’s strengths – specifically diversity, technology and 21st Century creativity.
Unexpected turn: Turnstiles in the Columbus Circle subway station spread the word about New York Tech.
“New York Tech is the place for our diverse population of students, faculty, staff and alumni to come together and create opportunities in the classroom, through research projects and with organizational partnerships, internships and job options,” noted Posillico, who doubles as the institute’s interim vice president of strategic communications.
“We are excited … to increase awareness of our campuses among prospective students, families, community members, commuters and visitors to New York,” Posillico added.
“A Place For You” is expected to grace the Columbus Circle subway station, the LIRR assets and public buses and bus shelters throughout NYC and Long Island through late June.
