Project Goals: The Alliance For Better NonProfits (ABN) is a great program. They are a training, consulting, and resource center for the nonprofits of East Tennessee. ABN are able to connect nonprofit members to creatives and experts in the community, to better serve that nonprofit, and offer scholarships to the nonprofits to help defer the costs. It’s a win-win all around. ABN reached out to bid on a job for Circle Modern Dance’s biggest show of the year, Primitive Light. We wrote up a marketing proposal, including all creative. We were to create a strategy to entice people to attend all of the performances.
Our Solutions: We assessed that modern dance has feet, pun intended, in both the creative and classical worlds. Our first step was to create a two-fold marketing strategy: print and digital. A lot of nonprofits rely heavily on Digital Marketing, via social media, because it’s cost effective. It was decided that we would develop a main piece, a promotional poster, which would drive the direction of all the remaining efforts. We then hired, and brainstormed with, Shawn Poynter of Poynter Photo Co. The initial idea was to shoot at Ijams Nature Center, marrying the classic and the creative. Due to rain, colder temperatures, we had to shift the entire photoshoot to downtown. Luckily, we had planned for this, and completely shifted the art direction. The style would change to a more sleek look, borrowing heavily from high end fashion publications. We shot around the train yard, against the historic buildings, and, utilizing lights, the starkness of their practice studio. From the wealth of photography Poynter supplied, we had carte blanche to make as many pieces as possible. The type was refined, and we utilized stark lines and a grid. We carried over the fashion look to digital pieces, specifically targeting for Instagram and IG Stories.
Results: The shows were well attended. More importantly, the clients were extremely happy with the work we created, and even reached back out to the Alliance For Better NonProfits with some very kind words.
