Intersection Studio Partners with Left Coast Marketing to Raise Funds for Austin's Long Center
May 25, 2009

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After a ten-year effort, Austin, Texas, known as the Live Music Capital of the World, had finally succeeded in raising the capital to build a world-class performing arts center. Then they faced the same dilemma all new performing arts centers face: after you build the building, how do you build the art?
      To support the gap between ticket revenue and operating expenses, the Long Center for the Performing Arts needed to clarify their brand and create a membership campaign. The challenge: in a counter-cultural town, home of the famous SXSW indie music festival, how do you make membership in a mainstream performing arts center meaningful?
      The studio ran a brand triage process to identify and position the meaning of membership in the Long Center for the citizens of Austin. The resulting story, told in a 16-page print piece with web interface, and inserted in the local edition of The New York Times, will be followed up with a telemarketing and radio campaign. This campaign is in the market now. Stay tuned for results.
      Intersection Studio helps leadership teams manage the complex evolving story of their organizations to optimize performance and passion across the entire business system. Working at the nexus of disciplines—strategy, brand, design, organizational development, and marketing—the studio sparks story, combustion, and growth for organizations such as United States Artists, Sundance Institute, CHOC Children's, The Getty, LA Phil, Otis College of Art and Design, KCRW, the Autry National Center, and Public Radio International.

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