Virginia Tech's Arts Policy Board identified a need for a high quality print publication that would serve as a capabilities brochure demonstrating Virginia Tech's excellence in the niche of arts and technology. The small, strategic audience for this publication included guidance counselors and top priority high schools, legislators, key arts funding agencies, peer institutions, national and regional arts organizations, a2ru national conference attendees, a special group of South by Southwest attendees, and prospective students.
A one-time creative team of marketers, designers, and communicators from arts units and University Relations across campus came together to collaboratively identify the structure of the publication (three main sections--breadth of learning and discovery, depth of arts experiences, and resonance of graduates in the work force); research and write the articles; shoot and gather photography; design; edit; oversee the printing; and distribute the publication.
Feedback from incoming first-year arts students will be measured with segmented surveys in August. Traffic to the correlating website has reflected the national and regional geographic targets of the distribution, especially in the case of high school guidance counselor targets. Evaluation will continue over the next 9 months.