The Challenge
Pen and Brush has a big mission with a small staff. Celebrating their 120th anniversary and moving to a state-of-the-art gallery in 2015, they need to update their brand and marketing strategy. Their operating model and internal process also relied on an ad hoc mashup of platforms and tools that would not scale with program participation.
The Insight
Implementing a robust, modern website would provide a marketing anchor for a refreshed brand identity while also streaming their operating model into a single touch point for staff and program participants.
The Solution
We create a new brand identity and ad campaigns to reinvigorate existing marketing and communications efforts. A combined website and portfolio management app build with ExpressionEngine was launched with designated roles for administrators, curators, visual artists and writers.
The Result
The new platform streamlined the submission funnel and empowered participants to complete the process on their own which freed up staff on more specialized program priorities. The modernization effort contributed to:
- 157% increase in site traffic
- 658% increase in conversions
- 48 major exhibitions between between 2017 and 2026
Pen + Brush’s interactive website helps spread the organizaiton’s mission of supporting female artists beyond the doors of the gallery.”
— Emily Jaeger, Feature Editor, WTP Central
Pen + Brush
Industry: Non-profit, cultural heritage
Location: New York, NY,
3 employees
Website: www.penandbrush.org
Company Bio
Pen and Brush, founded in 1884, is a publicly supported not-for-profit fighting for gender equality in the arts. They strongly support the premise that art and literature are vital aspects of the human experience. Art and literature created by women deserves to be recognized and valued on its merit, not judged by the gender of the maker.