PRESSIUS RELEASUS

May 14, 2008 - Cincinnati, Ohio - The Art Academy of Cincinnati chose locally based advertising firm, the Creative Department, to help in its recruiting of undergraduate students.

The Art Academy of Cincinnati has been producing fine artists for almost 140 years. Known for its dedication to individual vision and the personal attention given by its teachers, the venerable institution has seen a recent dip in enrollments. A proliferation of competing schools and a move from its long-time location near the Cincinnati Art Museum to Over-the-Rhine are considered factors.

The AAC Board’s Marketing Committee was directed to focus on undergraduate enrollment. After assessing the challenge, they called on The Creative Department to help with a campaign of direct mailed brochures. The Cincinnati based interactive and advertising firm had come recommended for its own artistic style and experience with the arts.

“We had just completed a campaign for the Fine Arts Fund,” explains Lauren Anderson, partner and creative director for the agency. “We also cultivate a high artistic standard for our own work, so we knew we’d be a good fit.”

Together, the college and agency realized another challenge beyond location and competition: the coming of age of a very different generation researchers have dubbed Millennials. Characterized by a preference for teamwork, flexible work hours and strong student-mentor relationships, the Millennial needed to be addressed in a new voice.

“We pride ourselves on being a community of artists that shares ideas and encourages bold thinking,” says Academy President Gregory Allgire Smith. “If we could capture that in our communications, these younger artists will see they really belong here.”

The agency divided the campaign into four mailings. Two were directly targeted to prospective students while a third went to their parents and a fourth to their high school art teachers. The messaging highlighted the spirit and successful outcomes of the school as well as issues like financing, safety and housing.

“More than anything, the design had to speak to these young artists and engage them,” says Anderson. The final pieces featured layered images of student art, photos of people and an energetic motif of flowering arcs, lines and patterns. With headlines such as “Transform Yourself” and “Learn Together. Stand Apart,” the copy promised prospective students a chance to learn together and achieve individual growth and success.

There are positive indications that enrollment at the Art Academy is on the upswing. While final figures will not be available until Fall, to date the number of applications for Fall 2008 has increased by 34% while the number of deposits has improved by over 30%.

Founded in 1992, the Creative Department is an award-winning ad agency that has built business by breathing life into brands and framing communications in delightfully compelling ways – whether traditional, interactive, or guerrilla. Their rebel band of 20 (and counting) highly creative individuals includes creative directors, brand directors, writers, art directors, content managers, project managers, designers, and interactive marketers and developers. Their now-bursting portfolio includes advertising campaigns for the world’s best clients including St. Elizabeth Medical Center and Schmitt Söhne Reisling, website launches for Silkflowers and i-wireless, as well as local initiatives with Busken Bakery, the Fine Arts Fund, and several divisions of Procter & Gamble. Visit www.creativedepartment.com for more.