ABOUT LAPLACA COHEN HISTORY AND OVERVIEW

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1 HISTORY AND OVERVIEW Over 20 years ago, we founded LaPlaca Cohen as a full-service advertising agency and strategic marketing firm for the cultural community built around one simple idea: impact with integrity. This means applying the most effective and thoughtful communications strategies, techniques and solutions to the unique needs of cultural organizations, and doing so in such a way that is respectful of the art and responsive to the unique concerns and interests of the audience. Since then, we have been privileged to work with an unrivalled roster of leading museums, auction houses, theaters, architecture firms, orchestras, dance companies, sponsors, foundations, and collectors. We continue to refine and enhance our approach in response to the evolving needs of the field, and provide an integrated range of advertising, design, branding, and strategic planning services. As thought leaders in the field, we play an instrumental role in advancing cultural marketing through general market and client-specific research. To extend and provide context for client research, we field ongoing studies such as Culture Track, the largest tracking survey focused exclusively on the attitudes and behaviors of over 4,000 U.S. cultural consumers. This study provides an additional layer of contextual assessment to our work, giving us a deep understanding of the complexities of the current cultural marketplace including the range of media sources consumers look to for cultural information. Results of the most recent study, Culture Track 2014, can be found at laplacacohen.com. 1

2 WHAT WE DO ADVERTISING & MEDIA DESIGN STRATEGY & BRANDING ADVERTISING & MEDIA Campaign Concept and Design Copywriting Media Planning Media Placement Production: Print, Online, Outdoor, Broadcast DESIGN Graphic Identity/Guidelines Website Design Online Animations Print/Collateral Website Best Practice Review Website Strategy Development Signage and Wayfinding STRATEGY & BRANDING Positioning and Messaging Platforms Branding Implementation Guidelines Mission and Vision Statement Development Naming and Nomenclature Strategy Tagline Development Board/Staff Work Sessions and Retreats Strategic Planning Internal and External Stakeholder Interviews Audience Research and Development Peer Benchmarking Studies Research and Communications Audits 2

3 ADVERTISING SERVICES: MEDIA, PRODUCTION AND CREATIVE MEDIA Where and how often an advertisement is seen by target audiences is just as important as the advertising concept itself. For over 20 years, LaPlaca Cohen has provided media planning services to our clients and, in that time, we have developed important relationships with U.S. media outlets that specialize in reaching a highly-educated audience interested in cultural activities. We work with our media partners to develop new ad formats never before used in the cultural sector. To start the media planning process, we review target audiences, key objectives and budget for each media campaign with the client. With this information, we develop recommendations on where, when and how often to advertise using a mix of media channels to efficiently and effectively reach your target audiences. These channels may include print, online, outdoor and broadcast. In conjunction with media planning, we reserve and complete all specified insertion orders and placements. This media buying process includes negotiating contracts and rates, negotiating favorable layout positions, handling all administration related to media, and trafficking the ads to all media outlets. PRODUCTION As a full-service ad agency, LaPlaca Cohen offers advertising production services for all media channels including print, digital, and outdoor. Our production team takes the final ad design concept and formats the files based on the specific mechanical requirements for each advertising unit included on the media plan. Since many of our clients are visual arts oriented, particular attention is paid to ensuring the highest quality reproduction of imagery and we supervise the proofing and printing process closely. CREATIVE No matter the product, advertising creative provides the opportunity to tell a story that makes a meaningful connection with your target audiences. We work with our clients to identify the overarching message and then our team of copywriters and designers hone in on the offer s emotional benefits to the audience, using clear, inspiring, and engaging visuals and copy. LaPlaca Cohen crafts creative concepts for all relevant media formats including print, digital, outdoor, and broadcast. Depending on the client s goals, our advertising campaigns build general brand awareness and drive audience participation. 3

4 CLIENT ROSTER: ART MUSEUMS AND THE VISUAL ARTS American Craft Museum The Art Institute of Chicago Asian Contemporary Art Fair The Baltimore Museum of Art The Barnes Foundation Brooklyn Museum Christie s The Clark Art Institute The Cleveland Museum of Art Columbia Museum of Art Cooper-Hewitt National Design Museum Crystal Bridges Museum of American Art The Drawing Center DutescoArt El Museo del Barrio The Farnsworth Art Museum The Frick Collection The Gardiner Museum High Museum of Art Hirshhorn Museum and Sculpture Garden Indianapolis Museum of Art International Center of Photography Kimbell Art Museum The J. Paul Getty Trust The Jewish Museum Mesa Arts Center The Metropolitan Museum of Art The Morgan Library & Museum Museum of Fine Arts, Boston The Museum of Fine Arts, Houston Museum of Glass The Museum of Modern Art National Gallery of Art National Sculpture Society The Nelson-Atkins Museum of Art The Newark Museum The Norman Rockwell Museum Norton Simon Museum Parrish Art Museum Peabody Essex Museum Pennsylvania Academy of the Fine Arts Philadelphia Museum of Art Rubin Museum of Art Saint Louis Art Museum Salvador Dalí Museum San Jose Museum of Art SFMOMA SITE Santa Fe Smithsonian American Art Museum Solomon R. Guggenheim Foundation Sotheby s Studio Museum in Harlem Tate Gallery Virginia Museum of Fine Arts Wadsworth Atheneum Museum of Art The Walters Art Museum Whitney Museum of American Art 4

5 CLIENT ROSTER: PERFORMING ARTS Alley Theatre American Ballet Theatre Ballet Hispanico Boston Ballet Boston Symphony Orchestra The Broadway League Cal Performances, UC Berkeley Center Theatre Group Dance at the Music Center Ford s Theatre Society Geffen Playhouse Hollywood Bowl Jessica Lang Dance The Joyce Theater Kansas City Repertory Theatre Kimmel Center for the Performing Arts Los Angeles Chamber Orchestra Los Angeles Philharmonic Association MOMIX The Music Center, Los Angeles Nashville Symphony New Jersey Performing Arts Center New York City Center New York Philharmonic Orange County s Pacific Symphony Ordway Center for the Performing Arts Philharmonia Baroque Orchestra The Roundabout Theatre Company Savion Glover / Nederlander Worldwide Santa Fe Opera Segerstrom Center for the Performing Arts Shakespeare Theatre Company Symphony Space Wallis Annenberg Center for the Performing Arts 5

6 CLIENT ROSTER: OTHER CLIENTS SCIENCE, LIVING, AND HERITAGE American Museum of Natural History The American Indian Cultural Center and Museum Autry National Center Center for Jewish History Cooperstown / Baseball Hall of Fame John F. Kennedy Library and Museum National Museum of American Jewish History National Women s Hall of Fame & Museum New Center for Arts & Culture The New-York Historical Society The New York Public Library The Pew Center for Arts & Heritage Royal Ontario Museum GARDENS AND PARKS Brooklyn Botanic Garden Chicago Botanic Garden Glenstone Foundation Grounds for Sculpture Hillwood Estate, Museum & Gardens Hirshhorn Museum and Sculpture Garden The New York Botanical Garden Snug Harbor Cultural Center & Botanical Garden UNIVERSITIES Bard Graduate Center Hammer Museum, UCLA Harvard University Art Museums Harvard University Graduate School of Design Hopkins Center for the Arts, Dartmouth College Institute of Contemporary Art, University of Pennsylvania Memorial Art Gallery, University of Rochester The Museum at FIT Real Estate Development Program, Columbia University The Richard B. Fisher Center for the Performing Arts at Bard College RISD Museum Smart Museum of Art, The University of Chicago UCLA School of the Arts & Architecture University of Pennsylvania Museum of Anthropology and Archaeology University of Pennsylvania School of Design Yale Center for British Art Yale University ARCHITECTURE AND DESIGN American Institute of Architects ArtScience Labs The Museum at FIT Polshek Partnership Architects (Ennead) SHoP Architects Ten Arquitectos Tod Williams Billie Tsien Architects 6