Non-Profit – Case Study
Drawing Attention to Local Artists
Houston, Texas
The Assignment
Houston’s Sawyer Yards Creative Community is among the largest community’s of working artists in the nation with about 300 artists working in five repurposed industrial buildings. The artists wanted to build awareness of their community, their studios and various art events.
Carbonara Group’s Role
The Approach
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Built a communications plan focused on promoting the campus’ five major annual events to increase event attendance, sales and lead generation.
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Pitched ongoing stories promoting Sawyer Yards as one of the largest communities of artists in the nation.
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Relaunched their social media strategy to focus on what visitors to Sawyer Yards love the most: art. Work included a new content strategy for Facebook and Instagram.
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Provided hands-on social media seminars to the artists to help them leverage their personal social media channels to drive awareness about the community while also promoting their individual artwork.
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Developed social media editorial calendar with input from the artists.
The Results
Within a month of working with the artists, Carbonara Group developed a viral photo opportunity in celebration of World Art Day. We organized the artists to spell out the word “ART” on the grounds of the campus and took aerial photos with a drone–also instantly delivering the message that Sawyer Yards is an artists’ community. In addition, we implemented a year-long campaign of story placement focused around the key events: The World Art Day photo was featured on local entertainment and culture site, CultureMap.
- Other coverage highlights:.
- Houston Chronicle: Tips for buying art for your home – it’s easier than you think
- PaperCity Magazine: Best Birdhouses Ever: This Earth Day Art Fest Shows Off Unique Creations
- PaperCity Magazine: Houston’s Best Art Galleries and Museums
- It’s Not Hou It’s Me: Five hidden Houston art spots to see this summer
- Social Media: increased Facebook likes by 242% in 1 year and increased Instagram followers by 156% in 1 year increased traffic and sales to key art events
