Adelaide Marketing For The Arts: The Dawn-Slade Faull Award
Challenge
Inaugurated in 1988, the Board of Trustees have been running an award to support professional development of emerging artists with a disability (the award is in memory of Dawn Slade-Faull, South Australian artist and advocate for people with a disability). The Board, helmed by Dawn’s son, Chris, sought advice on promoting the Dawn Slade-Faull Award and receiving more award submissions. Through assistance from ArtsSA, The Board of Trustees desired professional marketing advice as well as the execution of social media and digital marketing. A nuanced approach to shifting the paradigm of the award slightly away from those artists with a disability to focusing on the art itself. The other challenge we faced was time constraints. From when we finalised the contract, we only had 10 days before the submission deadline day.
Strategy
Going into market with little time left, we were content with the time period. We focused on 3 pillars - brand marketing, paid social media marketing and time urgency.
Through brand marketing, we flexed the 2 obvious brand pieces we could - type and colour. Both of these brand elements are present through The Dawn Slade-Faull Award logo created in 2017, but have been utilised sparingly throughout previous communication and content.
With applicants historically applying closer to the date, we focused on getting branded content onto socials immediately, giving time to prepare the paid strategy. The key point of our communication was to keep reiterating the ticking clock until deadline day, linking to the entry page so potential applicants knew what was needed to submit their application prior to applying for the award. The secondary communication was to speak to past winners and Dawn’s story.
Results
Applicants for the award were its highest since at least 2014, with no eligible applicants since 2017. The 2020 winner announcement post had their highest reach on Facebook and Instagram, and highest engagement on Facebook.
The quality of submissions were so high that there was a High Commendation made.
Utilising Time Urgency to:
Drive Traffic to Website
Telling the Tale of Dawn Slade-Faull
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