The document summarizes information about the Harlem School of the Arts (HSA), including its mission, history, benefits of arts education, challenges facing arts programs, and a proposed marketing campaign called "The New Harlem Renaissance" to increase awareness of HSA. Key points include HSA's 50-year history of providing arts education opportunities to NYC youth, the declining state of arts programs in schools, and plans for a community-focused social media campaign celebrating HSA's role in cultivating art and culture in Harlem.

1. final presentation

2. HSA
“We envision a world where every child in NYC has access to world-class
training in the arts in an environment that emphasizes rigorous
training, stimulates creativity, builds self-confidence, and adds a dimension of
beauty to their lives, empowering them to become the creative thinkers and
innovative leaders of tomorrow.”
“A FUTURE IN THE
ARTS BEGINS
HERE”

3. HSA
“Kids have a lot of dreams and this is a place for
dreams, and I think this is the genius of Dorothy Maynor, it’s
her answer to what happens to a dream deferred”
- Ephraim Emmanuel, Chairman of Parents Association of HSA 2010.
“I did not grow up rich, and
the school gave me a
chance to get to study with
very serious artists”
- Cherrye Davis, Theater Department Teacher
& HSA Alumni
“It lets me be free and
express who I am”
- Leonay, 5th grade HSA Student

4. SWOT analysis
threatsopportunities
strengths weaknesses
- Decline of arts education in
schools
- Benefits of arts education
- Rejuvenation of Harlem
- Multidisciplinary
- Rich history, 50 years
- Notable faculty
- Competitive programs
- Funding / financial reputation
- Digital presence
- In-between categories
- State of economy
- Emphasis on sports culture
- Location reputation

5. competitors
multiple disciplines
single discipline
recreational pre-professional

6. the ask:
As is approaches its 50th year
anniversary, HSA must increase brand
awareness – driving people to sign up for
classes, attend the celebration, and begin
to consider HSA as a prestigious contender
amongst New York art institutions.

7. background:
benefits of arts education
• Imagination and critical thinking
development
• Low income students 2x as likely
to graduate college
• 96% agree arts belongs to
everyone, not just the privileged
• 76% don’t know how to get
involved

8. background:
arts in public schools declining
• First subjects to suffer from tight
budget
• 95% of superintendents cite
importance of arts for creativity
• BUT -- only 4-7% of high
schools require arts classes

9. dilemma:
arts educationis
unquestionably
valuable for children
schools continue to
cut arts programs to
keep up with testing
regulations

10. background:
The Harlem Renaissance
• From music to literature, Harlem
was a hotbed of cultural exchange
during the Harlem Renaissance
• Artists such as Duke
Ellington, Aaron Douglas, Bessie
Smith, Bill Robinson and many
others created a community that
championed change through
artistic expression.

11. background:
Harlem’s changing demographics
• As of 2008, only 4 of 10 Harlem
residents were Black
• Harlem is gaining recognition as
valuable NYC real estate
“Unfortunately for Harlem, the process
of progress appears to be stomping
out a long history of rich culture and
community”
- Sharon Obialo, writer

12. dilemma:
The Harlem
Renaissance
established a culture
of art and creation in
NYC
Harlem residents fear
losing their
neighborhood's
rich history as
demographics shift

13. the insight:
The arts are intrinsic to the
essence of Harlem.

14. “The New Harlem
Renaissance”

15. the target:
psychographic
Ethnically diverse group of spirited adults
concentrated in and around New York City
that shares a deep appreciation for arts

16. the target:
demographic
• Urban
• Median Household Income: $44,000
• Income Producing Assets: Low
• Age Range: 35 – 55
• Homeownership: Renters
• Employment levels: Mix of blue collar and white collar
workers
• Education: Some College
• Ethnic Diversity: White, Black, Hispanic, Mix

17. the inspiration:
Aaron Douglas “The Creation” 1935Aaron Douglas “Aspiration” 1936

18. launch event:

19. crowd-sourced:

20. crowd-sourced:
community mural
takeover

21. crowd-sourced:
office mural
takeover

22. mobile:
photo
filter app

23. mobile:
photo
filter app

24. facebook:
photo
filter app

25. out of home:

26. out of home:

27. out of home:

28. out of home:

29. out of home:

30. Pandora/radio:
photo
filter app
Hi music lovers! Inspiration starts young!
At Harlem School of the Arts, we use the
values of Harlem’s artistic roots to
nurture creativity in kids of all ages.
To learn more about HSA and to sign up
for classes, visit hsanyc.org.

31. social:
#newrenaissance
Revamp
Facebook, Pinterest, Twitter
Create Instagram
50 Days of HSA

32. thank you!