New York Edge Brand Awareness Campaign

New York Edge, the largest provider of afterschool and summer programs in New York City, partnered with Marino to develop a citywide brand awareness campaign that would increase visibility, strengthen community recognition, and inspire more families to discover its life-changing programs.

As Vice President of Creative, I helped develop the original campaign strategy and pitch, creating the initial concepts and presentation that secured client buy-in. Once approved, I led the campaign from creative direction through execution, partnering with cross-functional teams across design, video, social media, paid media, and public relations to deliver a fully integrated campaign across digital, social, print, transit, and streaming platforms.

The creative centered on a future-focused message that celebrated students’ potential through headlines such as “Future Grandmaster” and “Future Athlete,” positioning New York Edge as a place where young people develop the skills and confidence to achieve their goals. The campaign also marked Marino’s first Hulu advertising initiative, expanding the organization’s reach through connected TV while maintaining a consistent creative experience across every touchpoint.

Impact

The campaign transformed a strategic concept into a highly visible citywide initiative that reached families throughout New York City across subway advertising, digital media, social platforms, streaming video, and print. By creating a unified campaign rather than standalone advertisements, we helped establish a stronger and more recognizable brand presence for New York Edge.

Beyond increasing visibility, the campaign generated meaningful community engagement, with families, local leaders, and stakeholders sharing sightings of the campaign throughout the city. According to the client, the initiative also drove a noticeable increase in inquiries through phone calls and email, reinforcing the campaign’s success in expanding awareness and connecting more families with New York Edge’s programs.