CHALLENGE

Amp Up NYC is a joint partnership between Berklee College of Music, Little Kids Rock, and New York City. Without a messaging framework in place, Amp Up NYC was having trouble expressing the benefits of the program to students, parents, and participating teachers. In 2015, they asked Amplify to formulate a messaging framework that clearly articulates what Amp Up Is, how it’s different from other organizations, and how it solves the key needs of students, teachers, and educational institutions.

SOLUTION

First, Amplify conducted 30-minute interviews with ten individuals to gather background information. Based on that research, we created a “Command of the Message”-style Strategic Messaging Framework that would form the foundation of all Amp Up messaging moving forward, with separate iterations for students, teachers, and educational institutions.

From there, we applied the new framework to develop 25/50/100/250 word core messaging descriptions for Amp Up, Amp Up NYC, and Modern Band, and created marketing collateral for distribution to teachers in the NYC area.