Brooklyn College - Feirstein Graduate School of Cinema

The Barry R. Feirstein Graduate School of Cinema is the only film school in America to be built on a working film lot. Feirstein is housed at Steiner Studios in Brooklyn, the largest soundstage complex on the East Coast and home to many movies and TV productions. As the first public film school in New York, Feirstein is dedicated to diversity, inclusion and the cultivation of new and emerging voices in cinema.

Our stem-to-stern support spanned naming, brand positioning and identity, teaser and full admissions websites, and a dynamic digital-only campaign tuned to maximize a limited budget through precise demographic selection and re-targeting. We successfully captured the attention of an incredibly diverse (geographically and socioeconomically), qualified pool of candidates to fill their first class.

To support the completely brand-new website, we launched a global media campaign targeting cinephiles, undergraduates interested in production or cinematography, and those currently in the film industry. Featuring compelling brand and message, candid photography, and authentic action shots from the school's facility our display ads blew away industry CTR benchmarks.

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Services Rendered

User Personas
Sitemap, Information Architecture
Sentiment Testing and Naming
Stakeholder Interviews
Logo Testing
Consumer Research
A / B and Multivariate Testing
Mixpanel Event Tracking
Media Buying and Trafficking
Copywriting

Results

100% Enrollment Targets Achieved
Session Duration +10.0% Over Benchmark
The Webby Awards, Best Website: School/University Category
Successfully filled graduate school's first graduating class
Intersect, Site of the Day
CSS Awards, Featured Site
CSS Author, Inspirations No. 495
CSS Design Awards, Special Kudos

Ana Jovane, Senior Designer and Keren Toledano, Senior Strategist of Brooklyn United, accept The Webby Award for School & University in Websites.

HOLLABACK!

Street harassment is a threat that most women face on a regular basis, yet the problem is rarely taken seriously. Women are expected to "suck-it-up," "ignore it," or take the thinly veiled microaggressions or hypersexualized comments as compliments. This is outrageous. Hollaback! is an organization fostering a movement to end street harassment around the world. They envision a world where we all enjoy equal access to public spaces. The explosion of mobile technology has gave Hollaback! an unprecedented opportunity to end street harassment in real-time. The app's purpose is to ignite public conversations and awareness.

Working with the Hollaback! team, we uncovered the differentiator: honesty. Authentic stories exuding transparency, anger and vulnerability are universal. Stories can change the world – and we can end street harassment by using the Hollaback! app to help provide proof that street harassment is a serious problem warranting a serious response from policymakers. In the app, we ask users to share their stories (anonymously or publicly), and we invite others to click that they've got your back! By fostering a network of community, and by reporting where incidents happen most often, we hope to ensure equal access to public spaces.

To HOLLA ON THE GO, download the free iPhone and Droid apps. Both apps are available world-wide and in nine different languages. In addition to the story-sharing option, the app includes a Map, where you see incidents of harassment mapped in pink dots, and incidents of bystander intervention mapped in green dots. You also find a resources section, where you can learn more about how to respond to harassment and be a better bystander.

Strategy Services Rendered:

Stakeholder Interviews
Moderated Focus Groups
User Flows
Wireframe Consultation
Copywriting

Media:

The New Hollaback! App Lets You Report And Map Street Harassment, Because The Shame Is On The Perpetrator, Not The Victim by Suzannah Weiss for BUSTLE
One Touch Street Harassment Reporting App - 1 Year Impact Report via Catapult
The app that wants you to document and share your street harassment by Marianne Kirby for The Daily Dot
Re-launched app Hollaback! Lets Women Document and Share Street Harassment Stories by Keisha Hatchett for Complex

END RABIES NOW

When I was first approached by the Global Alliance for Rabies Control (GARC) about a campaign concept and website to support the eradication of rabies, I was surprised. Frankly, I did not even realize that rabies was still a problem. What was most shocking to me was the hard fact that rabies is 99.9% fatal. Over 120 countries are still affected by canine rabies, resulting in over 59,000 preventable deaths each year. Even worse is that half the victims of the terrible disease are mere children under the age of 15.

End Rabies Now is a global campaign to end human deaths from dog-transmitted rabies by 2030. The campaign portrays everyday interactions between humans and their canine companions. Instead of warning against close proximity to dogs and eliciting fear, the campaign demands that “This Should be Safe.” Our strategy needed to speak to a bifurcated audience. The End Rabies Now campaign challenges the assumptions of the general public and encourages them to take action, while providing research tools, fact sheets, and social assets for current and potential partner organizations.

Unfortunately, it’s all too easy to dismiss images of developing nations. The adornment and clothing are different, the locals are exotic, the people often look impoverished, and it’s easy to see individuals as “others.” People in developing countries are shrouded in myths and falsehoods pertaining to education levels, family planning, religion, and government corruption. Our goal throughout the End Rabies Now campaign was to make this issue hit close to home for Western audiences and to encourage individuals to pledge support.

Strategy Services Rendered:

Stakeholder Interviews
Donation Form Optimization
In-Kind Donation Consultions
Photography Vetting, Clearance and Selection
Google Analytics Dashboards, Training and Event Tracking
Sentiment Tests
A/B Tests
Copywriting

Results:

2,725 Content Engagements, 30% Conversion Rate
14 New Partner Organizations (and Counting)

Media:

Tackling an ancient disease and modern-day scourge by Richard Branson, Founder at Virgin Group
Humanizing an Ancient Disease written by Lindsay Hoppenjans, Producer and Keren Toledano, Senior Strategist

GIVEDIRECTLY

GiveDirectly is a non-profit that allows donors to give money directly to the extreme poor in Uganda and Kenya. It is the first charity dedicated exclusively to cash transfers. We collaborated to create a website representative of their no-frills minimalism and commitment to radical transparency. By making datasets accessible and presenting real-time, dynamic results we pulled back the veil and encouraged anyone to dive into the details. No frills, no fluff – just facts and numbers showing how they move 91 cents of every donated dollar directly into the hands of the extreme poor.

The entire site re-design invites visitors to get informed, understand impact, and ultimately join in reshaping effective, international giving.

Strategy Services Rendered:

Stakeholder Interviews
Donation Form Optimization
User Flows
Design Reviews
Search Engine Optimization
Social Media Strategy
Google Analytics Dashboards, Training and Event Tracking
Website Content Inventory and Audit

Results:

$1,000,000 in online donations 6 months since launch
A 7.81% conversion rate, steadied to a 5.10% conversions rate, beating benchmarks by 2.3x in the International Aid Organization sector. (M+R / NTen 2014 Benchmarks Study)
An average gift value of $292.82, beating the average gift benchmark ranged from $82-104 across all nonprofit sectors
Approximately $20.59 earned per every website visitor, beating the $5.48 value per visitor benchmark. (M+R / NTen 2014 Benchmarks Study)

8050 Vero Beach

Alloy LLC, a real estate developer with proven leadership in Manhattan and Brooklyn, NY took its first plunge into the Florida marketplace in 2016. 8050 is an 18 unit oceanfront condominium development in Vero Beach, FL. Located on 5 secluded acres with over 350 feet of beach frontage, each residence features deep east and west terraces, 3 bedrooms, family room, bonus room and 3.5-4.5 baths with select homes featuring private plunge pools or outdoor living rooms. Minimal interiors frame views to the ocean and surrounding landscape.

Advocating for new residents to join them at the "gateway to the tropics," client Alloy wanted the same effortless beauty they bring to architectural projects to be clear in their marketing website. With subtle details, such as real-time local weather data and endemic flora, the final website serves as a tempting representation of how beautiful and easy life can be at Vero Beach.