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SUMMARY <br />Following the economic crisis in 2008, CityArts Factory, a 20,000 square-foot nonprofit arts <br />and cultural center operated by the Downtown Arts District, suffered six-figure debt and <br />lack of consumer engagement. The organization needed to demonstrate financial health, a <br />recommitment to the company’s founding values, a plan for intelligent growth, and a clear vision <br />for the future to its stakeholders. To fully transform the brand and return the organization to a <br />position of operational strength, CityArts Factory also needed to succeed in rolling out an evolved <br />brand identity that spoke to both the local and tourist markets. <br />OBJECTIVES <br />• To establish growth vision• To demonstrate brand evolution• To engage community support• To leverage free press and spike interest. • To increase transparency <br />APPROACH <br />• Engage Influencers + Engage business and financial influencers for candid conversation in <br />business environments.• Leverage Media + Leverage free press to communicate targeted business messaging and <br />increase transparency.• Demonstrate Transformation + Demonstrate recommitment to vision, mission and values. <br />RESULTS <br />Demonstrating CityArts Factory’s return to its core values and operational strength, a plan was <br />activated to re-engage stakeholders and articulate a clear path forward. Stakeholders were linked <br />to signature mission-based events, the Art District’s 10th anniversary, and a new brand logo and <br />marquee that signaled a change to more than just an arts organization. This platform created <br />a strong identity which appealed to residents and tourists alike – increasing annual attendance <br />from 36,000 to more than 100,000 in under a year’s time. <br />A phased approach allowed the Downtown Arts District and CityArts Factory to tell a cohesive <br />brand-evolution story, while establishing conversation and meaningful connections with <br />influencers and stakeholders. <br />The organization effectively leveraged alliance partnerships to increase earned revenue by <br />more than $150,000 and reduce operational expenses by more than $250,000. Strong media <br />relationships and unique story angles resulted in significant press coverage highlighting <br />organizational transparency. <br />89