Launching today, the second essay in The pARTnership Movement essay series, Put Your Company in the Spotlight, explores how engaging with the arts can help a business build market share, enhance its brand, and reach new customers.
Featuring research and successful case studies from some of America’s top companies, including Portland General Electric Company (PGE) and Payless ShoeSource, this essay offers insight into why 79% of businesses agree that the arts increases name recognition, and 74% of businesses say the arts offer networking opportunities to developing businesses (2010 BCA National Survey of Business Support for the Arts).
By hosting Art Jams, a two-day art-making event at a PGE powerhouse, PGE was able to create a favorable brand image and ensure that the company is viewed as an asset to the community. The arts gave PGE a way to create a personal, emotional connection though electricity, something invisible, intangible, and ethereal.
Partnering with the arts “generated a tremendous amount of goodwill toward PGE,” says Jane Reid, chair of the Estacada Arts Commission who worked with PGE on their Art Jams event. “The Art Jams have renewed awareness of PGE’s founding and sustaining role in our community.”
For Payless, a partnership with American Ballet Theatre on a new line of ballet shoes gave the brand credibility and helped the company connect with potential new customers.
Arts partnerships offer companies effective and cost-efficient methods of achieving critical business goals. Check out the first essay in The pARTnership Movement essay series, Recruit and Retain Talent, to learn how, by partnering with the arts, businesses can attract and retain the talented, motivated people they need in order to gain a competitive edge and outperform the competition.
Do you know of a company that partnered with the arts to enhance its brand and reach new customers? We want to hear from you! Tell us about it on Twitter using #ArtsandBiz or email us at pARTnership@artsusa.org.