From the Nominator

In fall 2025, the University of Georgia's Franklin College of Arts and Sciences launched a Fine & Performing Arts 25|26 Season brochure to unify marketing for the Hugh Hodgson School of Music, Department of Theatre and Film, Department of Dance, and Lamar Dodd School of Art. Previously, these units had different marketing budgets and promoted events separately. The result was uneven coverage and duplicative effort. The brochure addressed this by compiling all ticketed performances, signature exhibits, and events for the full academic year (fall 2025-spring 2026) into one 52-page publication, along with a digital version. It also introduced cross-department ticket packages. Target audiences included prior ticket purchasers, key donors/alumni (within a 30-mile radius and in nearby Atlanta), fine/performing arts alumni, local Athens businesses (hotels, realtors), and high-level stakeholders (government officials, trustees, etc.). Editorial content highlighted student success, interdisciplinary benefits, experiential learning, and calls-to-action. Results included some sold-out shows, 15-25% attendance increases in select series, sale of 20 complete season packages, more donor inquiries, and increased free-event attendance.

From the Judges

Judges recognized this entry for its innovative and collaborative approach to reimagining a traditional events brochure. The publication goes beyond listing performances, offering a compelling narrative that highlights the role of audiences in the artistic experience. Supported by strong writing, effective organization, and clear evidence of success, the piece demonstrates both creativity and strategic intent. Its ability to break down institutional silos while delivering measurable results makes it a standout submission and a strong model for peer institutions.