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ARTZ Philadelphia works with dementia patients and their care partners. Its arts-based programs engage a variety of donors, volunteers, care facilities, medical professionals, participants, and families in the Greater Philadelphia Area.
ARTZ needed help articulating the essence of its story clearly to this wide audience of constituents. It also needed to identify the key messaging points for its communications, capturing the right tone and emotional resonance to inspire necessary engagement. In addition to crafting the organization's brand narrative and key messaging points, Mary guided the necessary upgrade to its website UX and content. |
Selections from ARTZ Philadelphia's brand narrative:
"ARTZ supporters see a better way forward, and open up new possibilities. They are an active part of changing both the perception and the experience of dementia."
"ARTZ is creating vibrant, healing spaces that celebrate life."
Advising ARTZ Philadelphia on the key elements to communicate — the powerful experiences ARTZ supporters make possible for those living with dementia and their care partners — helped ARTZ create a bright, appealing, new website. By clearly framing the core "why" behind all of ARTZ Philadelphia's programming, the company was able to effectively share it story with the world.
ARTZ Philadelphia's homepage before the engagement:
ARTZ Philadelphia's homepage after the engagement:
After the successful work crafting ARTZ Philadelphia's brand narrative, messaging, and online presence, the executive director contacted Mary to lead the copywriting for its mid-year fundraising campaign.
Using the theme of ARTZ's fifth birthday, Mary worked with the executive director and graphic designer to craft the copy for their 3D package concept: a "birthday gift" for donors, including an art print and interactive activity for postal recipients and an email sequence and digital gift for online recipients, in the month-long fundraising campaign.
full-color art print (front) included in the package
instructions for the included activity
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full-color art print (back)
the included outline
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enclosed giving form
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participants' artwork using the enclosed activity!
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With this campaign, ARTZ Philadelphia was able to engage & activate its base, raising the necessary funds to continue its valuable programming.