New Rochelle: Building Creative Communities Through Strategic Marketing
ART DIRECTOR & CAMPAIGN STRATEGIST | GOLD MARCOM AWARD
How might we attract young creative entrepreneurs to relocate from NYC while building a sustainable creative community ecosystem?
New Rochelle, a shoreline city 30 minutes from Manhattan, needed to position itself as a legitimate creative destination rather than just an affordable NYC alternative. Young creative professionals typically gravitate toward established hubs like Brooklyn, prioritizing authentic community over convenience alone.
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I led creative strategy and visual design for an integrated campaign spanning social media, out-of-home advertising, and experiential marketing. My research revealed that creative professionals value community validation and peer networks more than traditional real estate marketing, requiring authentic storytelling over polished promotional content.
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We developed the #NewRoConnects campaign centered around a social media contest offering one year of rent-free living to a creative entrepreneur. Rather than generic city promotion, we showcased real creative professionals in natural settings, emphasizing genuine community connections and authentic experiences across Instagram, TikTok, Facebook, Twitter, and Pinterest, supported by strategic out-of-home placements in NYC creative districts.
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Three key design decisions drove engagement: authentic community documentation over marketing polish, creating relatable content that creative professionals actually wanted to share; social-first storytelling with platform-specific content that served as both advertisement and genuine community validation; and experience-driven contest mechanics that turned participants into authentic advocates, generating peer-to-peer marketing within creative networks.
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The campaign achieved over 11,600 Instagram impressions with 30%+ engagement from target demographics, successfully relocated a small business owner and artist to New Rochelle, and won a Gold MarCom Award for Promotional and Marketing Materials. Most importantly, we created a sustainable model for ongoing creative community development and established authentic social proof for future recruitment efforts.
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Authentic community building generates more sustainable engagement than promotional content. Creative professionals choose communities based on genuine value and peer networks, not marketing polish.
This project taught me how to balance municipal objectives with creative community needs, navigate approval processes while maintaining authenticity, and create scalable content systems that document real community rather than manufacture artificial marketing moments.
