Challenge

The region’s nonprofit arts organizations had come together in an unprecedented way, creating the Greater Pittsburgh Arts Alliance (GPAA) and rallying for the creation of a unique, multi-faceted community outreach program designed to attract occasional and infrequent arts patrons while raising the profile of the arts in general.

Strategy

Dymun + Company worked closely with GPAA leaders to develop a campaign that would reach beyond the expected, by breaking down barriers between organizations and between the public and the arts. Groundbreaking research conducted by Dr. Gerald Zaltman of the Harvard Business School and coordinated through Dymun + Company, were critical to the effort.

Dymun + Company created the themeline “The Arts Bring Life to Life,” and instituted a multi-faceted campaign in September 1999. A combination media/member organization event held at the Harris Theatre featured a presentation of all campaign elements to launch the effort. The website www.artspittsburgh.org was also created.

An extensive grassroots campaign used the region’s arts organizations as a critical communications network. More than 170,000 buttons, pins, stickers and refrigerator magnets were distributed through organizations and at major public events. Five thousand posters and banners were developed and displayed throughout the city. More than 50 regional organizations included the artwork in their own programs and materials.

Results

Based on highly positive feedback from participating organizations, Pittsburgh’s arts community has obtained a new, higher profile among key audiences including infrequent attendees as well as government and community leaders. 

As a result of the campaign’s success, the funds raised to pay for the production of the campaign and media buys were almost tripled in value through pro-bono work, discounts and other economies realized, substantially extending the reach of the grassroots and advertising campaigns.