Citywide Marketing Initiative

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In 2015-2016, Audience Architects embarked upon a CityWide Marketing Initiative for Dance

The initiative marked a new era of collaboration in the Chicago dance community, as 20 organizations initiated a Partnership on a shared marketing and advocacy effort, led by Audience Architects. The campaign began with community-driven planning efforts in the summer of 2015, and over the next 18 months, promoted more than 200 dance organizations and connected the public to dance in Chicago like never before.

The campaign was guided by a Creative Brief, developed by the campaign steering committee and led by a team of consultants from the Arts & Business Council of Chicago’s BVA program. The Creative Brief identified core objectives, messaging, target audiences, and offers campaign strategies through 2020 that see to achieve audience growth and greater awareness for Chicago dance.

Download a Summary of the Creative Brief.

The AARCH member organizations that were initiating Partners in the Citywide Campaign included:

City Wide Marketing Campaign Member Participants


The Citywide Marketing Initiative is funded in part by the National Endowment for the Arts, the Joyce Foundation and NIB Foundation. Additional support for the Citywide Marketing Initiative is provided by DanceBuilders, a new, dynamic membership opportunity for dance lovers who believe in the transformative power of dance, value the growth of a strong dance sector and want to support Chicago’s role as an international dance capital.

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Capacity building support provided by: