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Integrated Communications Firm Helps To Build Audiences for the Arts

Company: Visualeyes, LLC
Headquarters: Dallas, Texas
Industry: Advertising, Design, Marketing
Company Size: Small (annual revenues of less than $50 million)

"Visualeyes has committed to a multi-year, multi-phase, in-kind rebranding and marketing effort for the Shakespeare Festival of Dallas because we strongly believe that a Shakespeare festival is a staple in the community, is the key to artistic and cultural literacy, and is critical to the success of the arts in any major city."

- Rob House, President and CEO

Objectives
To build current and future audiences for the Shakespeare Festival of Dallas by providing low-cost marketing support, free design time and volunteer services.

Process

  • Visualeyes' CEO, an avid attendee of the Shakespeare Festival of Dallas, offered his firm's services to the Festival free-of-charge in the Spring of 2000 to create marketing materials and design the performance program.
  • Throughout 2000 a relationship developed that led to Visualeyes being invited to join the Festival's planning process to help put together and implement a strategy for rebranding.
  • In 2001, Visualeyes and the Shakespeare Festival of Dallas unveiled a a new logo, color palette and a post card with the Festival's season calendar, which was printed in-house by Visualeyes. Visualeyes also enhanced the Festival's Web site to allow for online membership sign-up and contributions, and implemented an e-mail campaign designed to reach potential new audiences at a minimal cost.
  • In addition to providing numerous hours of design time and marketing expertise, Visualeyes employees volunteer during the Festival's summer season at special events and performances such as Taste of Addison.

Results
The Shakespeare Festival of Dallas is a platform for Visualeyes to showcase its marketing, advertising and design expertise which helps to develop new business leads. Visualeyes has acquired new clients through its affiliation with the Festival, and the Festival has benefited from the firm’s services. In 2002, 198 members signed up on the Shakespeare Festival of Dallas Web site and more than $15,000 was donated online. In 2003, 331 members signed up on the Web site and more than $17,000 was donated online.

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