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 created the Office of Engagement, which oversees the Public Engagement Unit (PEU), the Community Affairs Unit, and NYC Service. The Public Engagement Unit also became a permanent agency and is considered a Mayoral Office. PEU would like to distinguish itself from the Office of Engagement, as they are often confused. PEU is hoping to find new branding and a new name that identifies with what PEU does best. The challenge is, PEU does a lot: proactive outreach (such as phone banking, text banking, and canvassing), holistic case management, caller intakes (such as through the Tenant Helpline). PEU also works across many policy areas including housing, health care, and any mayoral priority area.

PEU has tasked the Capstone team to interview or conduct surveys with PEU staff, their partners (including other government staff and community-based organizations), PEU clients, and NYC residents, in order to understand their views on government outreach, the gaps that PEU fills, and word associations that would help in understanding names to change the office to. In addition, this would help to inform the mission/vision statement for the organization. In order to conduct the qualitative and quantitative research, students are encouraged to consider a variety of tactics including one-on-one interviews, group interviews/focus groups, and surveys, to inform their research. Students will then draft a communications plan to roll out the rebrand suggestions.