OWNED MEDIA CAMPAIGN FOR THE ARTS CENTER OF THE CAPITAL REGION
The Art Center of the Capital Region is located in historic downtown Troy, NY. It offers an extensive roster of arts related classes but was having trouble attracting new students and filling the courses. Preliminary research showed that as much as 1500 people can enter their building on the popular Troy Night Out events and on Saturdays during the weekly farmer’s market. Most people venture into the building to see the exhibit in the main gallery or to use their public restrooms. Few people knew that the Arts Center offers a breadth of courses, as classrooms are not visible from the main floor.
An internet marketing campaign was designed to promote courses. The creative for the campaign was translated into these playful posters and hung in multiple locations on site at the Art Center, including over water fountains, in bathroom stalls and on exterior sandwich boards.
I saw the opportunity to use The Arts Center’s walls as free advertising space to create awareness of their course offerings to the thousands of people who enter the building each year. By designing a bold and colorful wayfinding system into the non- gallery spaces, the signage also reveals what happens in the facility besides exhibits.