Houses are built on foundations–so is your marketing. We ask a lot of questions, listen, gather resources, analyze and offer strategic insights. This work establishes the framework for future initiatives.
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Project Goals
1
Data about the existing arts landscape for undergraduates
In order to address a lack of undergraduate participation in the arts, the initiative had to validate some assumptions. How did undergrads feel about arts? How exposed were they? Why?
2
Insight into achievable goals for arts experiences
At the same time, we needed information from undergrads (and faculty/staff) to determine what was possible. We might want everyone to try dozens of arts experiences — but what is an achievable way to expose an average undergrad engineering student (for example) to music? visual art? theatre?
3
Support for next steps and strategic planning
Finally, research is only as good as its application. ArtsUP needed our research output to contain actionable next steps and recommendations——that’s how strategic thinking gets translated into actual results.
91%
According to Americans for the Arts, 91% of Americans think arts education is vital to a well-rounded education.
Discovery
For this discovery report, research was the heart of the work. We got to know the arts community at Penn State as individuals and as a whole. We extensively interviewed students and faculty. We toured facilities. We reviewed lists of activities, and listened to dozens of descriptions of good (and bad) arts experiences. Finally, we captured all of this information and clearly identified trends, patterns, and pieces of information that were meaningful to the artsUP brand. Simple insights — like the observation that there is no central physical location for the arts on campus — helped inform the group about possible future plans.
Strategy
And of course, we translated our research to strategic recommendations. Some were as simple as recommending the kinds of events most likely to attract art-novice students (encounter events they could experience along with a group of peers). Or, pointing out that word of mouth is ultimately the most effective way to reach students (despite the popularity of the classic “free food” approach). Others were more sophisticated, long-term recommendations about how campus spaces could be arranged and branded, how arts experiences could be intoduced early and often in the student lifecycle, and how to cross-brand events with other groups. Ultimately, our report wasn’t just a set of data; it was also a playbook for how the initiative could move forward.
Analytics and Data
Like any good report and strategic plan, our research contained recommendations for making all artsUP activities measurable. Some of this involved thinking creatively, since artsUP events aren’t limited to the digital landscape! How could we not only count attendees at events, but measure impact? How could we discern how many of the attendees were artists themselves, versus non-artists being exposed to arts for the first time? Solidifying answers to these questions, and making recommendations based on measurable data, was a key component of our reports.
Awards and Recognition
2016 CP2 Bracket Award
Category: Poster Series
Award: Best in Show
Any event needs to have engaging visuals, however, an art-centric celebration has heightened importance on visuals. Creating a design that did no feel over-designed while still staying appealing was a challenge our designers were up for. The result was a series of posters that were a hit not only with the client but also within the Central Pennsylvania Creative Professionals organization, winning best in show.
2016 CP2 Bracket Award
Category: Experiential Event
Some university campuses are bigger than others, and University Park at Penn State is certainly up there. On a campus so large it is difficult to stand out, especially while adhering to brand guidelines, brainstorming engaging signage, that adhered to brand guidelines is no small feat. Couple that with only certain designated areas for signage, you have a tough situation. Through some creativity and pushing a boundary or two, our team was able to make this art event pop that other events had not been able to do.
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Discovery & Insights
Strategy
Developing a sound marketing strategy isn’t something that happens statically. Strategy is meant to evolve, breathe, be agile, and transformative. This is thinking, planning, and executing in the ways that matter to your audiences.
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