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 Innovation Center for Community and Youth Development Girls Incorporated NYU Robert F. Wagner Graduate School of Public Service Educational Equity Concepts |
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Innovation Center for Community and Youth Development When the Innovation Center decided to spin off from 4H and become an independent 501c3, they realized that they needed to tell their story to a wider audience. Amy Sutnick Plotch Communications interviewed staff, analyzed Innovation Center promotional materials and those of like-minded organizations, and studied strategic plans. She crafted messages to explain what the Innovation Center is, what it offers and why it is unique. Amy and her team of designers, writers and photographers created a new website, brochures, advertisements, displays and a publicity campaign to get the messages out. A media training session prepared the Innovation Center staff to tell their story more effectively. The Innovation Center's new tagline – connecting people and ideas to create change – has struck a chord with funders, nationally known colleagues and community organizations. Real world stories of Innovation Center successes bring the messages to life. Newly designed brochures visually convey the organization's mission through compelling photos of young adults. |
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Girls Incorporated Girls Incorporated, a national youth organization, wanted a public education campaign to promote its Girls' Bill Of Rights and to build its image as the organization that "inspires girls to be strong, smart and bold." To launch the campaign, Amy Sutnick Plotch conceived and produced a national poll of kids' views on girls' rights. The poll showed that girls are still constrained by outmoded gender stereotypes that reduce their quality of life and lower expectations for their futures. The poll was conducted by Harris Interactive. Ms. Plotch then organized a national press conference, hosted by Jane Fonda, to release the results. The poll received national media attention including articles in Newsweek and USA Today. The Girls' Bill Of Rights campaign was off to a rousing start. A national advertising campaign followed. It featured TV spots that show real girls asserting their rights; girls' rights posters; an action kit with fun activities for girls; a new website, www.girlsinc.org, and "Strong, Smart and Bold," a book for parents. The Girls' Rights Campaign generated widespread support for girls' rights and attracted girls, parents, donors and activists to Girls' Incorporated. |
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NYU Robert F. Wagner Graduate School of Public Service The Wagner School asked Amy Sutnick Plotch Communications to develop a positioning 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 Wagner'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. |
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Educational Equity Concepts When Educational Equity Concepts (EEC), a nonprofit curriculum developer, published "Quit It! A Teachers' Guide to Teasing and Bullying" they asked Amy Sutnick Plotch Communications to create and implement a marketing and publicity campaign to launch the curriculum. Ms. Plotch developed messages and press materials that defined the relationship between bullying and the rising tide of school violence. The attendant media campaign yielded national TV coverage, articles and op-ed pieces nationwide, and extensive coverage in education trade publications. The campaign included a new website and a compelling sales brochure, which made it easy for potential customers to learn about and purchase "Quit It!" The Quit It! publicity and marketing communications also provided an opportunity to assess and focus EEC's positioning. Ms. Plotch helped the organization position itself as the "leader in bias-free learning," a phrase EEC now uses in all of its communications materials. In addition to spurring sales of "Quit It!" the campaign has defined EEC among educators and policymakers as an innovator in combating teasing and bullying and has enabled EEC to build lasting relationships with the media. 
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