North London's leading venue for black and ethnic minority arts was suffering from years of under investment in its arts marketing profile. The net result was a mish-mash identity, conflicting and confusing content and no strategy to underpin its potential growth.
In 2017, under a new Chief Executive, Pete Courtie reached out and asked West Creative to work within and alongside the organisation to help achieve its full potential.
Bernie Grant Arts Centre by its nature is diverse - both in the communities that it serves and the breadth of product it provides. Embracing the diversity gave the arts marketing strategy and refreshed identity an anchor. As did place.
When a brand is reliant on its relationship to a physical location, uniting the actual experience with the identity is essential. Utilising the angularity of the architecture through the design style created a visual language that matched audiences experience in the physical space.
FULL APPROACH TO ARTS MARKETING
The relationship that formed with Bernie Grant Arts Centre was deep. Working with the existing marketing team to co-author a brand strategy, marketing strategy and social media plan created a high level of trust.
A WINNING ARTS MARKETING STRATEGY
When the greatest challenge is awareness, quick wins can be achieved when the targeting is spot on. The collaborative nature of our partnership led to amazing results from the start.
"West Creative are great at seeing the bigger picture, whilst offering achievable steps to grow towards it. We've seen immediate results, with increase in sales in the first year."
Pete Courtie, Chief Executive
COMMISSION DELIVERABLES INCLUDED:
STRATEGY
Collaborative approach, working with existing team members to co-create marketing , brand and social media strategies and increase capability.
DESIGN STYLE
Creating a new design language that embodied the brand strategy, the physical experience and the diversity of the offer. Maximising the strengths of the original brand identity.
POINT OF SALE DISPLAYS
On site screens are consistent with design style, created via a template design managed by the client. Joining up the brand experience at every stage of the sales journey.
WEBSITE & SPEKTRIX
Translating the design style into an online user experience. Focused on defined target audiences, the success of the online strategy now has clear metrics. The site works with Spektrix box office system.
PRINT & BROCHURE
Focused on engaging a broad audience base, the quarterly brochure drives interest alongside a series of posters, flyers and press ads all consistent with the design style.
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