The University of Maryland Smith School of Business is not just for those who want the credentials of a business degree and some textbook knowledge. Instead, it’s a destination for the aspirational. Those with the desire and determination to make an impact on their careers and the world. Maryland Smith prepares students to meet challenges, solve problems, and obtain a profound understanding of how to operate successfully in the modern economy. More than ever, the business community requires fearless leaders and bold visionaries. At Maryland Smith, students are inspired to achieve the extraordinary while furthering their careers and achieving their goals.

Whether reaching out to college prospects just recently graduated from high school or having worked in the job market for a few years, Nassau Community College addresses the dreams and aspirations of these potential applicants and focuses this Digital, Video Streaming, Radio, and Outdoor campaign on the many benefits of attending Nassau Community College and how it will help them achieve their dreams for the future. By helping students take control of their education with affordable tuition, flexible class schedules, a supportive faculty and a high-quality education, NCC offers students the opportunity to “take control” of opportunities to advance and succeed at Nassau Community College…with the best investment they can make for their future.

Cohen’s Fashion Optical is a retail leader (over 120 stores) for fashionable eyewear at affordable prices.

We created a television campaign that emphasized the fashion and lifestyle position of the brand by making the eyewear the “star”. A group of friends spending a dream day out in the Hamptons are defined by the stylish eyeglasses they wear from Cohen’s, while enjoying a relaxed, yet glamorous lifestyle. The message is clear. When it comes to eyewear……for all your fashion, value and lifestyle needs, it’s “Cohen’s. Where Else?”

In addition to television, we created print and digital ads to promote the "value" proposition that Cohen's offers. With the outbreak of the COVID-19 pandemic, we created a print campaign to remind customers that in these ever-changing times, appearances are changing too, and Cohen's is here to serve them with “New Glasses for a New Normal.”

The stars of the Bronx Zoo are the animals. And these animals have attitude. Our print campaign showcased the many eccentricities of the Zoo’s inhabitants. Immediately likeable and identifiable, our campaign provides a sneak peek into the lives of the animals through humor and comparison by presenting them with human characteristics, to give potential visitors an idea of what they can expect when entering the wildlife jungle of the Bronx Zoo.

Furman Roth was tasked with quickly spreading awareness and generating qualified leads for the Syracuse Whitman School of Management’s full-time, on-campus MBA—a challenge impacted by a number of competing master of business administration programs, including Syracuse’s own online offering.

The MBA market is a crowded one, and competition for students is steep, especially in light of waning full-time program demand. With a small budget and tight time frame, Furman Roth strategically divided audience spend and media mix around Syracuse alumni and current students, qualified veterans, recent graduates in target markets, GRE test takers within the last six months, and visitors retargeted from specific Syracuse web pages.

As for the creative, we took a distinctive approach, creating stark orange ads with lots of linguistic sheen and ample negative space. Once we had saturated our audience pool, we then refreshed the campaign to maintain the same tone, and further the messaging by adding beautiful photography of real Whitman MBA students.

The College of New Jersey, with its long-standing strong academic reputation, planned to launch a Master of Business Administration program, with its first class starting in the Fall of 2019.

Furman Roth was tasked with developing the marketing strategy for this program from the ground up – including everything from competitive analysis to strategic positioning to creative development to media execution.

With a solid understanding of TCNJ’s brand and image, Furman Roth developed a positioning concept called The Hybrid MBA. Built for Today. With a focus on the cutting-edge specializations and hybrid nature of the program, this concept featured an aesthetic that would cut through the clutter and represent the modern and innovative aspects of the program. 

Using an omni-channel, multi-phased approach, Furman Roth began by building a high level of awareness, followed by optimization to drive prospects down the funnel to register for an information session or complete a lead form for more information about the program. The campaign was highly successful at lead generation and spreading awareness for this new program.

How do you drive customers to a store that has an international reputation as one of the best online retailers? You make the store come alive. When you visit the B&H superstore in New York, you don’t just get premium guidance and advice on products, you also get a hands-on experience with some of the coolest technology gear on the market.

In this out-of-home campaign, we showed prospective customers that B&H is a place to test, try, play, and learn. Whether it’s the indoor drone cage for test flights, the world-renowned camera department where you can try everything you see, or the latest virtual reality experiences, when you want to really get up close and personal with the latest tech gear—you go to B&H.

And what’s more New York than taxi cabs? Fuhgeddaboudit! B&H Photo and Video is New York’s Ultimate Camera Store.  So it only made sense to spread that message across a New York-centric medium like taxis. Each creative execution featured either a witty one-liner to attract attention, or called out the our well known B&H tagline “You Go To B&H!” Locals and tourists alike responded by visiting the store in record numbers both online and at their amazing 9th Avenue location.

This concept places focus on the great scientists of The Weizmann Institute, and celebrates their achievements. Each execution features an image of a Weizmann scientist, and tells a brief snippet about their achievement before asking users to donate.

The University of Maryland School of Pharmacy is ranked in the Top 15 Pharmacy Schools in the nation. Their breadth of graduate programs appeals to students looking to specialize in all areas of the pharmaceutical industry.

Furman Roth’s granular audience segmentation allows us to zero in on the right candidates across the various niche program offerings. We developed unique sets of digital ads for each program, with key program callouts and different visual representation to appeal to our targets. Using different messaging and calls to action for upper-funnel and lower-funnel tactics, we successfully delivered the right message to the right person at the right time, to meet the objectives of driving awareness, website traffic, leads and applications.

Sarah Lawrence College offers students an exceptional and unique educational experience. Their programs emphasize Creative and Performing Arts including Theater, Dance, Design, and Teaching. Their target audience is made up of highly segmented collections of learners. Furman Roth was tasked with telling their story in a :15 and :30 second video and digital Banner ads.

The campaign captures the culture of artistry and passion that Sarah Lawrence is known for.

The messaging strategy is about the benefits that Intel products provide for our everyday lives and how they can be improved by upgrading at B&H.

Choosing Fordham University is not just about finding a school that will help you get a better job. It’s about finding yourself. Your passion, whatever it may be, lives within the walls of Fordham University. When you open the door to Fordham, you find that the opportunities are limitless. Whether you’re drawn to the arts, finance, theology or another of their many academic disciplines, Fordham University is the premiere place to help you discover who you are.  This campaign helped many prospective students to find and cultivate their passion(s) at Fordham University.

In the populous digital space, how does one stand out? With striking images, a compelling message and a strong call to action. Our digital banner campaigns employ all to great success. Whether it’s a food client like Golden Blossom Honey, a nonprofit like the International Rescue Committee, or a healthcare client such as Affiliated Physicians, our banners generate traffic and create awareness. Each ad bears a singular, simple to understand message with a call to action that gets people to react.

New York Methodist Hospital’s mission is to provide excellent healthcare in a compassionate manner.  We developed an integrated campaign that appeared across several print, out of home and digital properties, telling the stories of people with various afflictions. Whether it’s back and neck pain that prevented a father from picking up his daughter, or the fear of heart disease slowing down an active lifestyle, these real life stories illustrate how, on a daily basis, New York Methodist Hospital positively helps the lives of thousands.

There’s no question that in today’s world patients are taking healthcare decisions into their own hands. They are looking for the highest quality care available combined with personalized attention and a superb in-patient experience.

This campaign addresses the above while positioning New York Methodist Hospital as an integral part of the thriving culture of Brooklyn and illustrates how it is the perfect combination of both state-of-the-art medicine and exceptional treatment.

When a prospective student is selecting a University, it’s an exceedingly important decision.  They’re going to commit four years of their life to join not just a school, but a culture and a community; a community that’s going to influence their lives for years to come. We showcased the main elements of Seton Hall: “The Mind”, which embodies the academic excellence of the University, “The Heart”, which speaks to enriching the soul of the teachers and faculty of the University, and “The Spirit” of camaraderie seen and experienced in the everyday adventures of campus life.