What’s in a Name? Considering a Rebrand and Revisioning of the Mission of NYC Mayor's Office Public Engagement Unit

In December 2022, the mayor established the Public Engagement Unit (PEU) within the framework of the Office of Engagement, which offers support through proactive outreach, case management, and helpline assistance, focusing on various policy areas and mayoral priorities. This project focused on clarifying PEU's responsibilities within the Office of Engagement, emphasizing its unique tasks in proactive outreach and enhancing public awareness through social media and events. It seeks to increase visibility and accessibility to services like Home Support, Benefit Enrollment Assistance, and Tenant Support, particularly through the Tenant Helpline.

To achieve these goals, the project focused on developing a new branding strategy, refining PEU's mission statement, designing a new logo, and leveraging its organizational structure to reflect its goals and services better. Using qualitative and quantitative approaches– including surveys and interviews with PEU staff –  the team crafted  internal and external communication strategies to promote the rebranding efforts effectively. Several challenges were overcome during the process, such as garnering staff participation and navigating budget constraints. These were addressed by working closely with the point of contact (POC) and developing logos and marketing strategies for PEU. Overall, the project planned an actionable strategy for rebranding and operational improvements to create impactful change for PEU.