Non-Profit – Case Study
Houston’s Ultimate Buy-Local Art Experience
Houston, Texas
The Assignment
A local nonprofit organization focused on building affordable homes and enhancing the quality of life for Houston’s families, Avenue retained Carbonara Group to help maximize public relations efforts around its annual Art on the Avenue charity auction. Billed as Houston’s ultimate “buy local” experience, the annual event features more than 500 original works from over 250 local artists, with proceeds benefitting Avenue’s community development initiatives.
The Approach
- Developed a photo series that put a “face” to Avenue’s affordable housing residents
- Attracted media coverage that portrayed Avenue’s innovative affordable housing initiative and its connection to Houston’s vibrant art community
- Coordinated media sponsorship, including ad buy, to promote event
- Cultivated a lineup of local culinary artisans to provide curated bites for Preview Party guests
- Recruited a network of young, up-and-coming art buyers and enthusiasts to chair Preview Party and help raise awareness around Avenue’s annual fundraiser
The Results
Garnered 66 different media placements over a three-year period – with an estimated earned media value of $371,773.95 – helping to raise awareness around Avenue’s affordable housing communities and the annual Art on the Avenue auction.
News coverage highlights include:
- Two-page spread in Houston Lifestyles & Homes
- Houston Public Media News 88.7 story that aired numerous times before the event
- Feature of resident photo series in the Houston Chronicle
- Two-page spread in ArtHouston Magazine
- Front page placement in Houston Chronicle Preview
