MSL NY to handle pro bono work for City Lore

NEW YORK: MSL New York, via its Generation Activation program, is on board to provide up to $100,000 in pro bono PR services to City Lore, a nonprofit that raises awareness about cultural preservation to New York's metro community.

NEW YORK: MSL New York, via its Generation Activation program, is on board to provide up to $100,000 in pro bono PR services to City Lore, a nonprofit that raises awareness about cultural preservation to New York's metro community.

A team of nine MSL staffers from the agency's Generation Activation program will support City Lore on branding and social media, as well as developing programming to reach a younger audience, said Molly Biddiscombe, assistant account executive at MSL NY and co-leader for the account.

The Generation Y-focused program was launched three years ago by the leadership team at MSL NY to educate and motivate staff below the account supervisor level.

City Lore, a 25-year-old organization, implements a variety of events to increase cultural awareness in New York City, including public school education programs, poetry festivals, and documentary films and radio segments, said Tal Bar-Zemer, an education associate at City Lore.

“One of the things we do really well is help capture and amplify people's voices in the city, but we felt we needed an update in the way that we speak to New Yorkers and the rest of the world,” she said. “We needed some help rejuvenating our channels with communications in a way that's speaking to wider audiences.”

This is the first time the nonprofit has used an outside agency for overall PR and branding support, added Bar-Zemer.

Planning began this month with City Lore, and work will officially start January 1, 2012. Support is slated to conclude after five to six months, said Meaghan Davidson, account executive at MSL NY, who is also serving as co-leader.

“Branding is going to be a really exciting portion of the work to help extend their reach through one clear identity,” she added.

City Lore was selected through a reverse RFP issued by Generation Activation in September, calling for New York City-based nonprofits to pitch on how their work reflected the theme “New Yorkers helping neighbors.” Four finalists, including City Lore, were invited to pitch out of a pool of 16 applicants, said Biddiscombe.

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