Lana
CASIELLO-BOYLE
portfolio
PROGRAMS
PROGRAMS
Corporate Give Back
In 2017 I started to organize our donation activities into a structured program with multiple objectives.
The main objective was to make art as accessible to the widest range of people as possible. Many similar corporate programs focus on professional and student artists, in the hopes that they will become spokespeople for their companies. I believe that my organization could be different by helping a much broader demographic. When provided access to art materials and techniques, anyone can foster an appreciation for art. This provides an opportunity for expression and a sense of purpose, builds confidence, problem solving, and creative thinking skills. I partnered with non-profit art organizations that work to support low income, homeless, and alternative to incarceration programs that have traditionally been underserved by their neighborhoods. By donating materials and educational resources we’ve started a path towards corporate responsibility to engage with and support our communities.
The second objective was to continue our support for art organizations and societies, and secondary and collegiate school systems, by providing lectures, workshops, awards, and sampling programs.
The final objective was to keep organized records of our donation activities and to help cross promote our partner's programs through our corporate social media efforts.
PROGRAMS
Social Media
The development of a social media program has been an ongoing effort for several years. The biggest challenge is the number of brands under our corporate umbrella and a lean staff within our marketing department. A pitch was presented in 2017 and again in 2018 to our parent company for a dedicated social media staff member for our 19 brands. With budget cuts on traditional advertising and outreach efforts, it is most imperative to maintain a robust social media program that engages users and artists across a number of platforms.
An evidence based report outlines a concise strategy to collaborate with members of the marketing team including brand managers, education associates, and myself to deliver a consistent voice for our brands and messaging that engages users. Developing a protocol for goal setting, conversions, editorial content development, analytics, and reporting are integral parts of this strategy.
Each brand has a specific set of goals related to product, audience, branding, education, and marketing. A truncated social media strategy is presented for one of our 19 brands in the slide show in this section.
This program is set to launch in 2019.
PROGRAMS
Virtual Community Building & Resources
The corporate virtual community for artists has been in development since 2009. It has evolved from a proof of concept for a print magazine, to a digital magazine, to a news outlet for the arts, and then finally to a robust community for artists that includes incentivized participation, galleries, and educational resources that will launch in 2019.
My contributions include the print magazine concept, and after a period of being taken over by our parent company, has come back under my direction for 2019 for an improved UX, navigation, content development, and community programing and strategy.
The site will offer educational resources created by our experienced staff members involving art materials and techniques, while user generated content will involve articles on a wide range of topics as well as lesson plans.