Company: Dennard, Lacey & Associates
Headquarters: Dallas, Texas
Industry: Graphic Design
Company Size: Small (annual revenues of less than $50 million)

"We set out to develop an effective design for an arts group with limited resources and succeeded in nurturing the creative skills and ethnic base of this great dance company. At the same time, we heightened our presence and built name awareness for the firm."
                – Bob Dennard, Founder and Principal

Objectives
To increase its name recognition and broaden its networking opportunities, to attract new business, and to enhance employee relations.

Process

• Dennard, Lacey & Associates partnered with Anita Martinez BalletFolklorico to design promotional materials including a press kit, anniversary poster, marketing brochure and Web pages for the dance company’s regional tour. Each design piece included the firm’s name, along with the names of the dance company’s more widely known business sponsors such as Bank One of Texas.
• To generate awareness of the importance of Mexican culture in Dallas and to further arts education, the firm purchased tickets so that schoolchildren involved in the firm-sponsored Adopt-a-School program could attend BalletFolklorico performances.
• To enhance employee relations, Dennard, Lacey & Associates invited employees and their families to BalletFolklorico’s performances, and to the dance company’s annual gala dinner and auction.

Results
Many of the local dance company’s other business sponsors asked Dennard, Lacy & Associates to make presentations to their companies about its graphic design services. In addition, the firm received media exposure for its work with the dance company, which strengthened its presence in the community, and BalletFolklorico’s attendance increased as a result of the new promotional materials.

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