Client: Tempe Center for the Arts
Challenge: Awareness of the venue, visibility within the community and social media engagement were all relatively low when the Tempe Center for the Arts engaged with Bright Brothers. After seven years without a marketing officer, something extra special was required to jumpstart things for this “Gem of Tempe”.
Solution: Bright Brothers collaborated with the new Tempe Center for the Arts’ Marketing and Communications Officer and developed a multi-channel photo contest; soliciting user-generated photos of the Tempe Center for the Arts and its stunning campus. Supported by Facebook promoted posts, house email blasts and Twitter – the word got out and the community responded! The top 10 images were then selected, and the community was invited to vote for their favorite. A grand prize package valuing nearly $500 including a four-pack of tickets to a hot show at the TCA, community gift cards, an iTunes gift card and more were awarded to the community-determined winner.
Results: The six-week campaign generated innumerable buzz and community involvement. Our photo submission goal was surpassed by 270%. The results included a 25% increase in Facebook Page Likes during the period, as well as a 656% increase in reach over our Facebook baseline average. The winning photo submitted by local resident Ken Brown is featured below, showing a woman in a flowing pink dress, dancing outside of the TCA complex. Mr. Brown was interviewed by TCA staff and featured in social media.