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Arts Council Advertising Campaign

Arts Council Advertising Campaign

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Published by Jay Johnson
An advertising campaign for the Arts Council of Fort Worth and Tarrant County.
An advertising campaign for the Arts Council of Fort Worth and Tarrant County.

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Published by: Jay Johnson on May 06, 2013
Copyright:Attribution Non-commercial

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05/14/2014

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 Arts Council
of Fort Worth and Tarrant CountyAdvertising Campaign
Jay Johnson4/25/13
 
Situation Analysis
The Arts Council of Fort Worth and Tarrant County was established in 1963 with amission of funding and advancing the arts in Fort Worth. The Arts Council has evolvedto include three primarily areas of service: advocacy, public arts, and managing the FortWorth Community Arts Center. As the provider of a service, not a product, the Arts Council has never budgeted for advertising – according to the Arts Council of Fort Worth and Tarrant County PresidentJody Ulich. Several years ago, the Arts Council underwent a large rebranding initiativewhich included the design of a new logo, branding, and website. This branding wasunderwritten by a private donor.Though the largest amount of funding comes from the City of Fort Worth, the highestprivate contributor is XTO Energy. The council also relies on funds from Fort WorthIndependent School District, the Texas Commission on Arts, and several privatefoundations, family and individual donors.Consistent with the funding structure of many Arts Councils throughout the nation, theprimary funding of the Arts Council of Fort Worth and Tarrant County comes throughlocal government. In order to balance it’s budget, the City of Fort Worth has madedramatic budget cuts since the economic downturn in 2007. In the past five years, thebudget for the Fort Worth Arts Council has been cut by nearly 50%.In 2012, the City of Fort Worth proposed a 25% cut to the Arts Council budget by, whichamounted to $267,000. This dramatic proposal sparked outrage in the local arts

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