Event: Live! On Woodrow Wilson Plaza
Job: To promote a free summer performance series, which takes place June 6 through Aug. 31, to D.C.-area residents
Theme: Fun, playful, colorful, free.
Agency: Ronald Reagan International Building & Trade Center
Background: In conjunction with the U.S. General Services Administration, the Ronald Reagan Building’s marketing staff promotes the venue for events such as weddings and conferences.
The Concept: The trade center was charged with making the public aware of a free concert series downtown, with acts ranging from African dance to Celtic folk songs. The group wanted to emphasize the family-friendly nature of the event, the diversity of the acts and, because of the center’s mission as a forum for trade advancement, the international bent of the festivities. The marketing team hopes the name of the event, “Live!”, will register with area residents as an opportunity each summer to enjoy the arts in the District. A Web site, www.itcdc.com, details the schedule and performance information.
The Plan: Print advertisements appeared in newspapers and magazines. Banners were hung in the Business Improvement District areas of Penn Quarter and around the Ronald Reagan Building itself. The group sent out e-mail blasts to attendees of the event last year, reminding them of the concerts. Dioramas appeared in Metro stations, featuring the same logos and information. The group also worked with organizations such as the D.C. Commission of the Arts and the D.C. Chamber of Commerce to provide additional publicity.
Creative Team: Jacie Roberts (marketing coordinator), Susan Sturgeon (marketing director), Two Hands Design of Arlington (logo), Center Stage Marketing of Germantown (public relations) and Endy Ink D.C. (act promotion)
Working on Next: The team will market its DC Grooves evening concert series, which begins in September.
