Touro College and University System

Elevating the public profile of a previously hidden gem of higher education.

The Challenge

Touro College and University System serves more than 19,000 students at 32 locations across the U.S. and around the world. In the New York City area alone, Touro includes a medical school, a school of osteopathic medicine, a pharmacy school, a law school, a college for health sciences, graduate schools in social work and education, and several undergraduate schools.

Yet public awareness of its scope and academic excellence has historically been relatively low.

Knowing of Marino’s brand-building capabilities, Touro tapped the agency to generate positive media attention, elevate its profile, burnish its academic credentials, help increase enrollment, and boost faculty recruitment and retention.

The Solution

In consultation with the client, we decided to emphasize placements that reinforce the quality of the institution – and showcase the college’s commitment to academic excellence. Marino systematically surveyed and interviewed Touro’s deans to identify those aspects of their individual schools that send the best messages about “quality” to target audiences. We worked with the client to develop story lines about outstanding students, as well as success stories associated Touro’s numerous academic offerings.

Marino also pursued tier-one placement opportunities for college president Dr. Alan Kadish – along with deans and faculty members -- as expert sources for the media on educational issues, healthcare and public policy. We helped write and place several op-ed pieces by Touro academic experts. The agency has also provided extensive support to Touro in such areas as integrated marketing, event management and media training.

In respect to media relations, Marino’s strategic communications plan has delivered a steady succession of on-message stories and columns that reinforce Touro’s status as a center of academic excellence. Representative placements have appeared in the New York Times, the Wall Street Journal, the New York Daily News, Newsday, WABC-TV, WNBC-TV, WNYC Radio, WCBS Radio, SiriusXM, Forbes and other leading outlets.

Marino’s results have not only elevated Touro College’s reputation for quality among key external audiences, but have also helped boost morale and institutional pride among members of the Touro community itself.