Extending the Reach of the Arts
Client: Association of Performing Arts Presenters Non-profit arts organization dedicated to bringing performing artists and audiences together in every place and way imaginable
Client Objectives
- Elevate the stature of the field by capturing and expressing the value of the performing arts
- Support members' professional development, thereby providing a significant member benefit and attracting new members
- Inspire a higher level of dialogue among professionals
- Extend influence to include audience members as well as arts professionals
- Establish a financially solid venture that is well supported by advertising revenue
Execution
- Identified editorial and design opportunities to become the unified voice of the entire arts community
- Developed detailed plan to align with the ad sales opportunity, including design and editorial adjustments, circulation increase, improved marketing materials, and the inclusion of special advertising sections
- Specified staffing, financial, and organizational resources required to support the program
- Developed phased implementation plan that allows for incremental program adjustments as resources permit
Results
- Increased circulation and added special advertising sections to boost revenues
- Improved marketing materials and implemented a detailed publication plan to align with the ad sales opportunity
case studies
