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Performing Arts Programs Inc.
The Performing Arts Programs (PAPI) has been the exclusive publisher of Austin's arts playbills since 1990. Although a longstanding company, PAPI had little brand awareness within the community at large. They were in need of a rebrand and looking for a way to more actively engage the arts community.
Phase 1: Identified
We began with a change of identity. We designed a logo that was clean and fluid, that represented the motion of the arts and the movement of progress. Next, we designed a series of direct mail postcards to introduce PAPI to arts patrons and advertisers alike. The cards would feature upcoming performance calendars or outline the benefits of an advertising dollar spent with the programs. Lastly, we developed entirely new collateral pieces including, business cards, brochures and media kits. These new pieces allowed the Publisher to present a polished brand to potential advertisers, along with current stats and improved value education.
Phase 2: Systematic
Once the brand was ready for its introduction, it was time to streamline the compilation process. The new system would allow each uploaded ad to be checked against crop, bleed and color standards to ensure optimal printing. In addition, the proofs were run through a digital system that allowed for a stricter proofing process and more easily managed checklist.
Phase 3: Digital
With a smoother process, shiny new collateral and piqued interest, the company was ready to move on to the digital realm. A new website and a coordinated email newsletter would allow PAPI to speak to the arts community on a routine basis. The site was made for easy navigation through an abundance of information. The site would host upcoming performance calendars, information on the arts scene in Austin and specific ad specs/ media kits for current advertisers. To reach both targets, we incorporated varying layouts and real photographs from Austin performances.
The final digital piece we needed to address was how to continually engage audience members, how to introduce them to the brand in a fun and active way. This led to the development of PAPI Perks. A print meets digital solution that allowed advertisers to include pre-or-post show deals in the programs that could be viewed only by scanning a QR code in a special section of the printed programs. Perks was the best way to offer audiences the prestige of PAPI exclusive offers and implement tracking to better understand their habits.
Phase 4: Relationship Building
Following each of these phases, we had found a way to better engage audiences, communities and potential advertisers--but what about PAPI's current advertisers and clients? There needed to be a value-add that kept advertisers engaged with the brand, and willing to renew each season. With this goal in mind, we introduced an annual PAPI Party. The party would feature free entertainment, appetizers and drinks for clients and their guests. The first party was a smashing success, and continues to introduce new faces to the company and maintain quality relationships with old friends.
PAPI saw a dramatic increase in awareness among arts patrons through the PAPI perks program, annual PAPI parties and press mentions. PAPI continues to be a leader in supporting the arts in Austin, and encouraging technological advances in audience participation through the mobile app, mobile ticket sales and QR code integration.
What They Had To Say
"The Mod Studio is a very creative design firm with an eye for detail as well as an almost instant understanding of the client's needs. They have really delivered on creating beautiful new "branding and corporate ID" for our company. I find them to be very talented and easy to work with. I recommend The MOD Studio to anyone needing a skilled design team."
Chip Becker, President and Publisher // Performing Arts Programs, Inc.