KP Photo is a commercial photography, video and CGI studio located in Cleveland, Ohio. It boasts some of the most talented photographers, photo editors, and CGI artists in the nation. What's equally as incredible is that it fosters a culture that encourages creativity among ALL employees equally, the biennial art show being one of they key drivers. They prove that everyone, even the number cruncher, can be creative in his or her own right.
The Kalman & Pabst Photo Group (KP Photo) biennial fine art show is a public event designed to celebrate KP Photo employees' hard work while also cultivating their creative talents. This event required a virtual shutdown of the studio space (meaning: no business) in order to transform it into a fine art gallery open to the public -- food and drink included. A portion of the proceeds benefits a charity of their choice.
In the past, the event focused more on purchasing artwork and the employees rather than leveraging such a large spend on a public event to build awareness for the studio, generate sales leads and connect the dots with KP Photo as an impressive studio in its own right. Additionally, there were opportunities to get more awareness both digitally and through the media.
After developing a strategy and communications roadmap, we were ready to roll. The full marketing campaign included a cohesively branded design, a robust communications plan that included earned, paid, owned, and shared media. Because each artist had featured images, photography -- a key but often challenging piece of the puzzle to activate -- was well set.
Additionally, we sought a key beneficiary partner, Flashes of Hope, which graciously helped with marketing activation an announcements.
The following are examples of work that feature branding and collateral. Additionally, The CAN Journal, Fox 8 News, Cleveland.com and several more spotlighted this public event.
Marketing included teasers on social media, artist spotlights, Flashes of Hope and live posts during the event. We also captured photogs and video footage of the studio during set up and for the event to activate more social traction and thank attendees.
- Exposure for the studio to more than an audience of 300,000+
- The most well-attended show to date
- Several new business leads
- Brand optimization online and among the community
- Buzz around the studio and for the next show
$10,000 dollars raised for charity in 36 hours and a huge brand boost for KP Photo.