Washington Center for the Performing Arts
As the Graphic Communications Coordinator for my hometown performing arts center, I…
Helped develop a new marketing system for the 2019-2020 season, increasing engagement by 20%
Designed and managed distribution of marketing collateral: print flyers, posters, web ads, annual reports, and social media content for all 2018-19 event marketing
Corresponded and managed relationships with 40+ business partners, regional media outlets, and new clients
Collaborated with the fundraising and marketing teams to produce campaigns, marketing collateral, and newsletters
Maintained company website, managed online calendar, and promoted events through weekly newsletters to over 20,000 subscribers
2018-19 | Art Direction | Marketing | Communications
2019-20 Season Brochure
& Order Form
The season brochure is the first marketing piece for a new season. It reveals the lineup along with that season’s branding. We mailed this brochure to our database and an order form for them to complete and return to our box office. I designed the brochure and order form based on our new marketing system and strategy, which resulted in a 20% increase in engagement. I focused on bringing clarity to the subscription selection process and highlighting when discounts were applied. We next planned to translate this print experience to a digital one via the organization’s website.
2019 Gala
The theme of the 2019 Gala was the 1950s. Our Fundraising Director wanted it to be a blend of Mad Men and Palm Springs, while also incorporating WCPA brand colors (dark navy blue and rust orange). Along with socials and other digital marketing materials, I created the below extra-wide double-sided postcard that was mailed to over 200 invitees.
2018-19 Holiday Campaign
I collaborated with our Marketing Director to produce the 2018-19 holiday campaign. Our goal was to encourage people to give experiential gifts instead of material ones. We targeted four audience groups in our campaign: families and fans of musicals, jazz, and comedy. I designed the campaign typography (“Cultivate Culture”) to evoke the feeling of a magical, starry winter night. I created the composite image for a digital ad, which was displayed at our largest regional mall for three months.
DIGITAL BILLBOARD: I collaborated with my Marketing Director to create this digital billboard, which was displayed at our largest regional mall for three months.