Building the NYIT brand

Part of the NYIT branding process involved the creation of new honor societies to attract the college’s most outstanding students. At the 2005 convocation, Guiliano noted, “In NYIT’s 50th year, both the aptitude and academic performances (as measured by standardized tests and GPAs) for its new and overall undergraduate, graduate and medical students are the highest and strongest in the history of this institution.”

What is a brand? Does NYIT need a brand identity, and if so, why? How will it be developed and what purpose will it serve? Four years ago, senior college administrators led by President Guiliano and the Board of Trustees turned their attention to these critical questions. Richard Torrenzano (B.S. ’78), chair of the board’s Public Affairs and Policy Committee, proposed that NYIT start by conducting a comprehensive research study to determine how key constituencies perceived the college. The study, carried out by nationally known Wirthlin Associates, surveyed parents, prospective and current students, alumni, business and civic leaders, accrediting agencies, and members of the Board of Trustees. “It was a courageous and critical first step,” says Torrenzano. “For the first

time, NYIT had an objective assessment of its strengths, weaknesses and unique characteristics, as seen by those who count the most – the college’s various audiences.”

In a series of colloquia attended by senior faculty and staff members, the data were examined, and the implications became clear. “We realized that NYIT had not yet crystallized its story,” Torrenzano says. “It had not identified the characteristics that define the college and give students a reason to enroll. It didn’t matter how NYIT perceived itself; what mattered was how others saw NYIT and responded.”

The research listed the top priorities of NYIT’s most critical market – prospective and current students. Their top three priorities were clear – careers, quality teaching and value. “NYIT now knew what students wanted, needed and expected,” says Torrenzano, “and those very clear requirements were translated into its core messages. A major advertising campaign was then developed that focused on those messages and steps were taken to ensure that they became a mantra of sorts – in the classroom, in the college’s correspondence, and in discussions with business and academic leaders. NYIT now had a story to tell."

Over the next two years, Guiliano directed that a review of all programs, policies and practices be conducted to ensure that NYIT delivered on its core messages. “A brand is a promise,” says Torrenzano, “it is a commitment to something, and once made, the promise must be kept. The time had come to develop new ways to tell NYIT’s story.”

The advertising campaign employed actual students and some of the most respected brand names in the world, such as Donald Trump, Bill Gates and Steven Spielberg. But although powerful, advertising was just a beginning. As the theme of one colloquia stated, NYIT had to “Live the Brand.”

The deans of each school reached out to leaders in their respective fields and invited them to join advisory boards to share knowledge, give lectures and help students reach their ultimate goal: meaningful careers.

New honor societies were launched, drawing the college’s most successful students into a fraternity of excellence and increasing dialogue within the NYIT family. Alumni were asked to support the activities of the societies, providing input and further expanding the NYIT dialogue.

“Sometimes living the brand means doing the simple things better,” says Torrenzano. A program launched in February 2005 provided simplified telephone access to all college departments and individuals by providing four basic numbers. The streamlined phone menu allows prospective students to be identified immediately and ensures that they will reach the right department or person on the first try.

“But, there is more to living the brand than a new telephone system,” says Torrenzano. “Successful branding requires nothing less than a culture change, a focus on what NYIT does, not what it says. It means keeping the promise every day.” Torrenzano, who is also CEO of The Torrenzano Group, a New York-based strategic communications firm, says he tells this to his clients all the time.

“The NYIT brand is indeed a story,” says Guiliano, “one built on a legacy of 50 years of excellence and commitment to students. Now, as the college plans its strategies for the next 50 years, it is working to ensure that every inter-action, every experience and every memory of NYIT is faithful to its core messages.”

NYIT volunteers celebrate by lending a hand

The NYIT community has always worked together to better the world. In conjunction with its golden anniversary, the college announced a “50 Hours for 50 Years” volunteer program that brings together students, alumni, parents, and faculty and staff members to give back to communities and groups that need help. NYIT teams will be working with such nonprofit organizations as Ronald McDonald House, Girl Scouts, Toys for

Tots and the Family and Children's Association on Long Island and in Manhattan.
  
To kick off the volunteer program, NYIT hosted two fairs in October. "The participation and enthusiasm at the fairs were a testament to the NYIT community’s desire to give back to the neighborhoods where we work, live and study," says Harriet Arnone, Ph.D., vice president for planning and assessment and co-chair of the 50th Anniversary Leadership Committee.
  
The first project, “New York Cares Day,” took place on Oct. 22. NYIT volunteers painted classrooms, hallways and murals, and helped organize the supply room at Public School 261 in Brooklyn, N.Y.

For more information, please visit www.nyit.edu/fiftieth.

Gallery 61 goes gold

Gallery 61 celebrates NYIT’s golden anniversary with the fine art of students, faculty and staff members. Exhibitions are planned through the 2005-06 academic year.

Gallery 61
16 W. 61st St.
New York, NY 10023-7692

For details, call 516.686.1280 or visit www.nyit.edu/fiftieth.

Send feedback and story ideas to alumni@nyit.edu.