Challenge
Following critical evidence released in ’06 showing “How the Arts Benefit Student Achievement,” Stanford – one of the highest ranked universities by US News & World Report, began setting a precedent for how our large universities can prioritize arts and culture.
Known for its top-tier STEM education, the goal was also to be recognized as a leader in arts and culture. The premiere arts destination in California, displaying the largest collection of Rodin sculptures, offers two world-renowned art museums and several smaller galleries, multiple state-of-the-art performance venues, as well as pioneering interdisciplinary programs in the arts.
As the newly appointed Marketing and Design Director, I was tasked with leading this transformative initiative, supported by a small yet mighty team and a group of dedicated student interns.
Strategy
To broaden the university’s reputation, I aimed to immerse diverse audience segments in the arts, creating unexpected advocates for cultural engagement. This involved engaging an ambitious range of audiences, extensive cross-campus collaboration and a focus on innovative, audience-centric initiatives.
Tactics
I spearheaded the creation of the first-ever Student Arts Brochure, a beautiful piece that was instrumental in defining the arts umbrella at Stanford. Featuring diverse student bios and insights, it showcased the breadth of arts education, words of advise to future students, student organizations, state-of-the-art facilities, and the newly expanding Arts District. With exquisite photography, poetry, and typography as art, this brochure became a catalyst for engagement. It was elebrated by the Vice Provost for Undergraduate Education, who remarked, “Pam, you have elevated the arts at Stanford.”
To enhance alumni engagement and energize our online presence, I directed a vibrant video that captured artistic expressions across all art forms, set to the backdrop of student-produced music.
On the events side, I developed marketing strategies and creative assets for high-profile interdisciplinary programs, including a notable collaboration with Warren Music, that provided students with invaluable real-world experiences. I also branded the program, a multi-disciplinary, year-long consortium of concerts, lectures, poetry, and talks that drew on departments and and programs campus-wide. Engaging art students through a contest that generated original artwork for promotional materials, the campaign was branded across posters, postcards, programs, websites, and extensive digital advertising, ensuring that exhibitions and public conversations were fully attended throughout the year-long program.
Results
These efforts, and many more, not only elevated the profile of the arts at Stanford but also fostered a vibrant cultural community on campus. The initiatives cultivated a new generation of arts champions, transformed perceptions, and engaged the university’s diverse audience in meaningful ways.