Communicate the value of humanities and the arts (H&A) in order to increase enrollment
in classes within The City College of New York’s Division of the Humanities & the Arts.
“If you want to take gender studies, that’s fine, go to a private school…but I don’t want to subsidize that if that’s not going to get someone a job.”
- Former Governor Patrick McCrory, NC, 2013
“I promise you, folks can make a lot more, potentially, with skilled manufacturing or the trades than they might with an art history degree.”
- Former President Barack Obama, 2014
50% of undergrads are unemployed, according to The Atlantic.
According to a survey distributed online and on-campus, 66% of students said job prospects upon
graduation were not good at all with those holding a Humanities degree and 77% said they were unsure
of whether or not such a degree leads to good income.
H&A classes teach *soft skills, which are important tools to succeeding in the workplace.
(*Transferable skills that help people interact with one another.)
Although students believe that an education in H&A has limited use, research shows
that H&A is in fact valuable and that it teaches important soft skills.
What we can do
Create a communications campaign that promotes the values of H&A, and gets students to enroll in a H&A class.
Those in the H&A field often struggle to find jobs and/or well-paying jobs.
The skills taught in H&A are valuable assets that contribute to a successful career.
17 to 23 year olds
Undecided students and students not currently in H&A and working to middle class.
College students are strapped for money and time who want to graduate within 4 years
Motivated (and perhaps pressured by friends/family) to land a job immediately upon graduation
Does not believe that H&A will help them with job prospects nor boost future income, but
acknowledges that it will help them in the short term during college career
Would take a course in arts and humanities if it interested them, even if it does not factor into their graduation plan
Media Consumption Patterns
Instagram - Socialization
Snapchat - Socialization
Facebook: Socialization, information, buying/selling
Students will feel confident and more competitive after taking a H&A class.
The Consumer Benefit Support: 93% of employers believe that soft skills are more important
than a student’s actual undergraduate major. According to a study done by the Association of
American Colleges and Universities (AACU), 93% of employers believe that soft skills, such as
acting as a team player, communication, problem solving, confidence, etc. are more important
than a student’s actual undergraduate major.
Target Market Incentive
To non-H&A students, the Division of Humanities and the Arts is the booster for job
opportunities that instills confident because it teaches leadership skills.
Humanities and the arts are essential to having a successful career.
Action to be Taken
Get students to enroll in a Humanities & Arts class.
OUR BIG IDEA
Turn misconceptions about H&A on their heads
by showcasing successful Fortune 500 CEOs
with H&A degrees.
And of course,
The purpose of this event was to have different stations showcasing different CEO's offering fun activities.
In the end, an exit survey was taken.