1. L&LC2
(914) 450 9598
listen@lehmannandlehmann.com
http://lehmannandlehmann.com/blog
CASE STUDY:
HOW PUBLIC RELATIONS ADDS TO THE
BOTTOM LINE FOR AN ART SCHOOL
Craft Museums
Stores
Community
Colleges
Growing Art
School with
New Students
Building and sustaining meaningful relationships with “industry
influencers” is an essential part of a successful offline marketing
strategy.Creating and sustaining long termrelationships with people
where everyone has a chance and/or reason to “play” is the key to this
strategy.
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2. L&LC2
(914) 450 9598
listen@lehmannandlehmann.com
http://lehmannandlehmann.com/blog
A jewelry design school located in Fairfield County, CT contracted us to
provide public relations/building community awarenessfor three months
in their first year of business.
The results of the below three month strategy were done without an
email or social media campaign and/or a compelling, e-commerce
driven website.
We carefully selected community alliances and in all cases but one, cold
called them to set up meetings.
Community Alliance’s
Alliance Set up Contribution
By L&L C To Our Client’s First Year Growth
Local and popular craft Offered a one time use of their mailing list of
store in business 15 years over 2,000 to promote the new school.
This is marketing gold and for “free”
Besides “monetizing this relationship,” we
were pleased with a meeting which brought
awareness from the very successful craft store.
Nationally Offered our client to teach a jewelry making
Recognized Museum course at their museum’s monthly “Maker’s
Night,” a do-it-yourself workshop series.
L&LC2 client can “convert” these one time
students to take a class at the school.
Regionally One time use of their mailing list over 1,000 for
Recognized a “studio visit” to promote the new school.
Museum Invitation to use their gift store to display
jewelry. Students can be motivated to sell their
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3. L&LC2
(914) 450 9598
listen@lehmannandlehmann.com
http://lehmannandlehmann.com/blog
Community Alliance’s
Alliance Set up Contribution
By L&L C To Our Client’s First Year Growth
work.
Senior Citizen Center Client teaches 8 week course to 40 students for
“free” These students can either convert to
enrolling at the school; they are also a prime
referral source.
Community L&L C initiated meetingand chose not to
College attend.
Jewelry Design Accreditation were not addressed by school
Department owner. Still and yet, L&LC2 encouraged
meeting and explored how school could get
accredited. Owner not interested.
Fashion Institute of L&LC2 client not interested in pursuing
Technology, New York relationship.
City
Community College L&LC2 Client not interested in pursuing
Jewelry Design School relationship.
State government L&LC2 set up a conference call, but again
“Culture & Tourism” client not interested in alliance.
Commission
Calculating rate of return (ROI) on any marketing investment is a tricky
proposition. How can we quantify relationships, anyhow?
If we look at the seven relationships we initiated for our client in a three
month period – which ones of these will be truly fruitful over time?
We used the traditional ROI formula = (profit-investment with
L&LC2)/investment with L&LC2.The art school will make over 200%
on their investment with us if they can convert only 1% of the qualified
art student prospects delivered to her through the seven relationships.*
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4. L&LC2
(914) 450 9598
listen@lehmannandlehmann.com
http://lehmannandlehmann.com/blog
*This calculation does not take into account “time” or “operational costs”
(besides marketing expenses).
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