Challenge
LCI was charged with creating a Grand Opening campaign for the newest location for creative arts education: The Art Institute of California – Sunnyvale (AiCA Sunnyvale). LCI was challenged to drive student enrollment, generate awareness, create positioning and build relationships with key influencers. LCI partnered with San Jose-based Public Relations Global Network agency, Pacifico, to provide additional expertise on the ground in the Sunnyvale market.
Strategy
To help establish AiCA Sunnyvale in the region, the team executed an influencer tour with new President Daniel Cardenas, creating one-on-one opportunities for Daniel to introduce the school and explore partnership possibilities. LCI identified highly-visible event sponsorship opportunities for AiCA Sunnyvale to build awareness for the school in the local community. LCI also leveraged unique programs at AiCA Sunnyvale to target media beyond education writers and editors. Given the Bay Area’s strong interest in food and celebrity chefs, LCI promoted AiCA Sunnyvale’s new culinary program as helping groom the ‘culinary stars of tomorrow.’ LCI and Pacifico leveraged a Grand Opening event to engage both media and local influencers. LCI worked with AiCA Sunnyvale to develop compelling visuals for media: students sketching a live mountain lion, Siberian lynx and cerval, as well as a paint splash with school leadership and local VIPs in lieu of a traditional ribbon cutting.
Results
LCI secured feature coverage in San Jose Mercury News Online, as well as cover stories in the area’s two major community newspapers,Sunnyvale Sun and Cupertino Courier. LCI placed post-event coverage and photos in the Silicon Valley Business Journal and Gentry Magazine.
Additional coverage included Contra Costa Times, San Mateo County Times, Alameda Times Star, Valley Times and West County Times. LCI’s partner agency, Pacifico, secured meetings for President Daniel Cardenas with key elected officials and community leaders. Enrollments to-date exceed expectations.