Public Art of the University of Houston System Branding & Integrated Marketing

The University of Houston System is home to one of the oldest and significant public art collections in the United States. While the substance of the public art collection was competitive with that of other major university collections in the nation, the profile and depth of understanding of the scale and scope of the collection was virtually non-existent. Awareness was hobbled by challenges such as poor identification and way-finding, lack of brand strategy, and lack of external communications.

The Challenge

The University of Houston System engaged CKP to lead research and execution of a new branding program for its multi-campus public art collection. The university understood that, while their public art platform was competitive with that of other universities in the nation, its profile was very low and hobbled by challenges such as way-finding, brand strategy, and external communications.

The CKP Approach

CKP tackled the visibility and awareness problem by digging into research and developing recommendations for a relaunch of the program, including concept and design presentations for the new brand, results of research, photography, and multi-media assets needed for the active campaign.

Branding

New brand identity including name, graphics, positioning and supporting materials

Strategic Planning

Earned media strategy recommendations

Advertising

Marketing and advertising strategy recommendations and execution

Content Marketing

Content marketing strategy and execution

Media Relations

Execution of a media relations strategy tied to brand launch

Meaningful Results

While the research and rebranding success was a highlight of our work, the overall result from a public relations perspective speaks for itself: our public relations campaign for a one-night-only event supporting brand relaunch generated 83 placements, 58+ million cumulative impressions and a publicity value of $241K+. The in-person audience hit 160% of the original attendance goal, and a whopping 860% more people were able to join the event when the University of Houston opened up livestream viewers.

The event was the best-attended event the Public Art program had held in its 50-year history, and firmly cemented the new brand identity.

Video Storytelling

Awards

American Marketing Association, HoustonPublic Relations - Feature Story

Hermes Creative AwardsMedia Relations - Newspaper Placement

Public Relations Society of America HoustonPublic Relations Tactics - Feature Story

Highlights and Objectives

Media Placements

0m+

Cumulative Impressions

0k+

Publicity Value

Attendance Goal

Attendance via Online

What Our Clients Say

It is a joy to work with CKP. The CKP team comes to the table listening to our goals and objectives and provides the best counsel and approach to help achieve those. Their creativity and openness to brainstorm new ideas have positively impacted us, and we are so grateful.

Dana Edwards

United Fitness Partners, Planet Fitness, Senior Corporate Communications & PR Manager

CKP provided invaluable counsel in support of CenterPoint Energy’s strategic communications efforts. The team produced insightful creative assets for key initiatives, enabling us to manage stakeholder communications effectively and deliver impactful messages with ease and accuracy. CKP’s expertise and innovative approach significantly enhanced our engagement efforts. The bespoke solutions they delivered not only met but surpassed our expectations.

Jason M. Ryan

CenterPoint Energy, Executive Vice President of Regulatory Services & Government Affairs

CKP have been incredible partners for the Houston Symphony, allowing us to grow our reach and deepen our impact. They’ve helped us build our brand through strategic marketing and communications initiatives. Their expertise has guided the organization through how to layer key messages that meet immediate needs and goals in with evergreen brand campaigns that reinforce long-term strategic priorities. The CKP team works seamlessly with our in-house marketing and communications staff here at the Symphony. They leverage what we do to elevate collaborative outcomes, and they are an integral part of our marketing and communications operation. Because of the background of their own team members, they offer a depth of industry understanding that enables real clarity around what is possible, what are opportunities, and where the limitations might be. They have amplified our work and helped enable us to achieve our earned revenue and brand-related goals.

John Mangum

Houston Symphony, Executive Director and CEO

CKP provides crucial support to Da Camera in the areas of media relations, content marketing, advertising and social media, allowing us to make dramatic forward strides in those areas. It’s invaluable to our organization to be able to draw on the deep expertise of the CKP team. CKP is always responsive and focused on our needs.