2010-2011 Public Season Brochure

Organization Name:
Lexington Children's Theatre
City & State:
Describe your creative piece – what is it and what has it been used for, and why is it innovative?
Lexington Children's Theatre is submitting the 2010-2011 Public Season Brochure, designed by our two Arts Administration Interns. It is a sixteen page booklet that gives information regarding dates, price, and other vital information about each of the ten shows in our upcoming season. The Public Season Brochure serves as the primary means of communication about our performances with our patrons. The interns start in Photoshop with the basics of manipulating images. This year, they decided to take it a step further using a drawing tablet. Adobe software makes it easy for someone to not only learn the program, but to also learn drawing and shading techniques. They then set up the overall document in InDesign. Because of how well these programs work together, the process of creating the brochure was much easier than if they had not had both programs. Because of the Adobe products which were supplied by TechSoup, our biggest marketing project for the entire year looks the best that it can.
What issue or problem were you working to address with this piece?
This is an innovative piece for our company because of its interactive nature. This brochure serves as a passport that young people can get stamped after a performance. It allows them to take the performance with them as they leave our theatre. We are always looking for new and innovative ways to engage our audience. One of our company’s goals is to train young professionals in the field of theatre. Each year, we hire two interns for the Arts Administration Department. These two interns come in having little or no experience with graphic design. They are trained on TechSoup’s donated Adobe products to do all of the companies design work, which includes, but is’t limited to, performance programs, ads, postcards, and brochures. They have roughly three months to learn these skills before starting the biggest project of the year: the Season Brochures. TechSoup’s donation allows Lexington Children's Theatre to teach young professionals new skills that better themselves and their careers.
How has your submission successfully impacted your organization’s ability to solve this issue/problem?
TechSoup’s donation extends beyond the Season Brochure. We have a marketing budget of $30,000 and have to make $1 Million to run our theatre and keep all actors and staff employed. We don’t have the funds to hire graphic designers; everything has to be done in-house. More importantly, without TechSoup’s donation we couldn’t effectively reach the 130,000 young people across Kentucky. As the state children’s theatre of Kentucky, it’s the goal of Lexington Children’s Theatre to reach every child across the state, and TechSoup has extended our ability to do so. With this piece, we are hoping to increase the number of season subscriptions sold by the end of the summer. Normally, this brochure is not ready to be mailed until the end of June, but because of the quality of Adobe’s software, we were able to print the project early, and therefore have already sold many season subscriptions. We believe that by the end of the summer, our season subscriptions will have increased tremendously.
Creative Submission - Files
Creative Submission - URL