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"BRAVO CLEVELAND!"
COOPERATIVE ARTS MARKETING PROGRAM
In response to a cultural explosion in Cleveland that began in the mid-1970s, innovative ways were sought to build new arts audiences. Following two years of research, a cooperative arts marketing program ("Bravo Cleveland!") was created. The first such program undertaken by a major American city, it involved 21 of Cleveland's major cultural institutions. Aimed at Cleveland's outer market region, "Bravo Cleveland!" combined direct mail to consumers with a strong media relations component.
The program added thousands of arts users to the mailing lists of participating arts groups; reinforced with media Cleveland's presence as a major regional center for the arts with the media; and has become a model for comparable programs nationwide.
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