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

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.

Leo Boucher

Da Camera – Chamber Music and Jazz, Director of Marketing and Audience Development

I cannot highly enough recommend CKP when it comes to PR. I thought I knew and understood PR until I started working with the brilliant minds at CKP. They look at PR differently than many of the bigger firms- more of a 21st-century approach to public relations, then the traditional way people view and use PR. They are a well-rounded group, who not only understood our business but also understood our needs better than we did, which is why our brand presence and perception have never been higher since we hired CKP. On top of the great work they do, they are a great group of people, with high integrity and work ethic. It is apparent they believe in what they do, they believe in their clients and it shows.

Matthew Kades

McDonald's Owner/Operators Association of Greater Houston, President

CKP makes my job easier because their integrated services create efficiencies, they produce quality work, and I trust them. I don’t have to worry about quality with CKP because they listen from the beginning, so I trust work is going to get done and get done well. While MassChallenge was building the plane while flying it, CKP’s flexibility and nimbleness helped us exceed our goals.