Building Brand Awareness for an Independent Art Academy
Gage Academy of Art is unapologetically independent and deeply committed to excellence in painting, drawing, sculpture, and printmaking. Its model is built on personal mentorship and rigorous, skills-based studio instruction led by world-class teaching artists.
Reach a Wider Audience with Targeted Public Relations
Overview
Each year, Gage enrolls more than 3,000 students in adult and youth programs, including ateliers and intensives. An additional 8,000 community members engage through free lectures, youth programs, family events, and online learning. The institution wanted to expand their enrollment locally, and elevate their visibility on a national level to attract those truly dedicated to fine art skills thus underscoring their position as a nationally recognized fine art institution.
The Challenge
The Hoyt Organization (THO) was tasked with elevating Gage’s visibility in the local market and position it as the go-to destination for serious art education on a national basis as well.
The Strategy
THO developed a comprehensive media relations campaign to:
- Raise awareness of Gage’s unique value
- Showcase its exceptional instructors and alumni
- Attract new students across all age groups
Key efforts included targeted press releases, calendar listings, and media outreach around milestone events such as the 30th anniversary, the Gage Gala, Drawing Jams, and Art to Go.
THO also secured media interviews with notable figures including Executive Director Stefano Catalani, alumni Grace Flott and Jeremias Lentini, guest artist Max Ginsberg, Co-Founder Gary Faigin, and others.
When the pandemic forced a shift to online learning, THO helped Gage communicate this transition, positioning virtual art classes as a therapeutic outlet during uncertain times. The media strategy was expanded to include national outlets covering art and education.
Results
In the first phase, THO secured 80 media placements, raising both local and national awareness. Coverage appeared in 425 Magazine, Jewish in Seattle, Patch Seattle, Seattle Weekly, Univision, Q13 Fox News, and MSN Online, among others — successfully expanding Gage’s reach and reputation.
