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The Art of Corporate Storytelling

Posted by Stacy Lasner
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The average American is exposed to thousands of brand messages each day, from traditional advertising to product packaging in supermarkets. It's easy to feel overwhelmed by information overload. So how can businesses cut through the clutter to convey important messages to customers, employees, and other stakeholders? Many businesses turn to the arts to help communicate strategic messages in a catchy, memorable, and accessible way.

 

In Advace Corporate Objectives & Strategies, our latest addition to The pARTnership Movement essay series, we explore how Green Mountain Coffee Roasters was able to communicate a strategic message about a new coffee line (while also engaging employees) by partnering with Pomegranate Center, a nonprofit organization that builds arts-filled community gathering spaces.

 

“We wanted to communicate a strategic message that aligned with the idea of bringing people together—whether to share a cup of coffee or to make the world a better place,”
said Karen Yacos, former Director of Enterprise Domestic Community Outreach at Green Mountain Coffee.

 

Arts partnerships also help Kaiser Permanente—a California-based, nonprofit health plan that serves more than 10 million members from Hawaii to the East Coast—go beyond protecting the health of its members to bolster the health of entire communities in which it operates. The company's Educational Theatre Program models positive behaviors and healthy decision-making through the medium of theater.

 

Learn more about these creative approaches to corporate storytelling in the Advace Corporate Objectives & Strategies essay.

 

Arts partnerships offer companies effective and cost-efficient methods of achieving critical business goals. Explore The pARTnership Movement essays to learn how America's top businesses are partnering with the arts to recruit and retain talent, put companies in the spotlight, and foster critical thinking among employees.


Do you know of a company that partners with the arts to advance corporate objectives and strategies? We want to hear from you! Tell us about it on Twitter using #ArtsandBiz or email us at pARTnership@artsusa.org.

 

Photo: College interns in Colorado tackle the obesity crisis with the play "Health Team 4" through Kaiser Permanente's Educational Theatre Program. Photo by Ricardo Casillas.

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