NYU Tandon School of Engineering

The Challenge

With roots dating to 1854, Brooklyn Polytechnic Institute -- America’s second-oldest private engineering and technology school -- merged with New York University in 2014 to become the NYU Polytechnic School of Engineering. A year later, its name changed again to the NYU Tandon School of Engineering.

NYU Tandon wanted to swiftly cement its new brand’s value before a spectrum of critical constituencies. It would leverage such assets as more than 30 academic labs, research centers and “Future Lab” incubators, a reputation as a wellspring of innovation, and an award-winning online graduate program. Among its target audiences are national and global technology firms, venture capitalists, academics and researchers, and the surrounding Brooklyn community.

Building upon NYU’s fruitful, multi-year relationship with our agency, NYU Tandon tapped Marino to mount a campaign to effectively achieve its communications goals.

The Solution

Representing a client abundant with media-worthy programming, Marino strategically zeroed in on those opportunities that would best deliver NYU Tandon’s story to key audiences.

Marino showcased the launch of MakerSpace, a collaborative, interdisciplinary workspace and lab where advanced technology enables rapid prototyping and digitally driven production.

Marino landed on-message placements for the school’s advances in artificial intelligence and new “clean-tech” solutions, and also for the many innovative companies arising from NYU Tandon’s incubator ecosystem. The communications initiative also secured expert commentary by faculty members in tier-one business and technology outlets, along with trade and community outlets.

The program also highlighted NYU Tandon’s Center for K12 STEM Education initiative, which provides free summertime training for youth in science, technology, engineering and mathematics. The 2016 launch, attended by the city’s Schools Chancellor and the Brooklyn Borough President, brought nearly 1,000 students and teachers to the Downtown Brooklyn campus.

The communications program has boosted the new NYU Tandon brand’s profile through on-message placements in the Wall Street Journal, Crain’s New York Business, the New York Daily News, City & State, VentureBeat and many other outlets. Coverage has ranged from feature articles to op-eds to televised interviews.

While enriching NYU Tandon’s relationship with the Brooklyn community, the program has strongly reinforced NYU Tandon’s national status as a hub of innovation, invention and entrepreneurship, with the power to improve the city, the country and the world.