Industry

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  • Brand Strategy
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Empowering Visionaries: Agency 29’s Strategic Partnership with Cornell’s CALS and CCE

Agency 29 has worked with various programs within Cornell University, including CAST Farm of the Future, Cornell Workforce Development for Food and Dairy Processors, Accelerating Livestock Innovations for Sustainability, the Center of Excellence for Food and Agriculture at Cornell AgriTech, and CCE initiatives for Finger Lakes AgTourism and the Finger Lakes Grape Program.

Cornell University’s College of Agriculture and Life Sciences (CALS) tackles “the challenges of our times through purpose-driven science that advances understanding and improves life”. Their diverse research and programs touch on animals and agriculture, the environment and climate change, and food, health, and nutrition, amongst others.

Many of CALS’ researchers are leading global efforts to reimagine 21st-century agri-food systems. They are effecting change and creating impact within New York State and beyond. Cornell Cooperative Extension (CCE) connects Cornell’s world-class research with regional and county-based educators and partners across the state. They proudly hold a presence in every county and all five boroughs of New York City, and “is uniquely positioned to tailor opportunities and resources to match the diverse and ever-evolving needs of individual communities across the state”.

The Challenge: 

Both CALS and CCE reach audiences beyond the student body. They seek to connect and communicate with partners and experts across industries and institutions. In addition, many of the programs rely on adoption by students and participants as well as donors to fund research and development.

In addition, CALS and CCE teams have full plates with program research and workloads, internal communications, and external public relations. 

Agency 29 is proud to support Cornell University by providing assistance to these programs whose values so align with ours, and whose vision of a brighter future runs parallel to our commitment to creating measurable change through smart strategy and thoughtful marketing.

How we did it: 

Through close collaboration with internal teams, Agency 29 has developed strategies and guides for messaging and social media for CALS initiatives. 

We have worked with individual programs toward logo development that meets and aligns with Cornell University’s established brand guidelines. We work with departments toward developing visual assets, including video and photography direction, to support their communication efforts.

We have also developed presentation decks for use with both scientific audiences and as sponsorship communications. We continue to work with individual programs toward content development and email marketing to create an ongoing conversation with stakeholders.

About the Client: 

Cornell University is a privately endowed research university and a partner of the State University of New York. Cornell believes that, “as the federal land-grant institution in New York State, we have a responsibility—unique within the Ivy League—to make contributions in all fields of knowledge in a manner that prioritizes public engagement to help improve the quality of life in our state, the nation, the world”.

Highly professional, collaborative and detail-oriented

We worked closely with Agency 29 on several high-profile projects for the Cornell College of Agriculture and Life Sciences (CALS). Our partnership included digital site launches, robust messaging platforms, social media strategies and a digital newsletter. The Agency 29 team was highly professional, collaborative and detail-oriented. Their team-based approach allowed all stakeholders to positively contribute to the initiatives and they felt like a natural extension of our Marketing and Communications team. Anne Brandt, Assistant Dean of Marketing and Communications, Cornell University: CALS and CCE