ArtWorks Ad in XXL Magazine

ArtWorks, The Naomi Cohain Foundation provides children and young adults suffering from chronic and life-threatening illnesses, and their siblings, access to creative and performing arts programs that encourage the use of the creative process as a vehicle for healing, communication, self-expression and personal development. Since ArtWorks’ founding in 2002, we have served over 1,000 children from 25 different healthcare agencies and have expanded our programming to include four unique programs which offer these children the hands-on experience and materials with which to create, as well as the opportunity to publicly share their artistic accomplishments. The organization, which continues to grow and flourish, serving hundreds of area children each year, has a staff of two and operates on a very tight budget with the vast majority of funds going directly to programming. Adobe’s contribution to TechSoup has allowed ArtWorks to purchase Adobe Photoshop CS2, a tool that has become invaluable in many aspects of the organization’s functioning.

Adobe Photoshop CS2 has had the greatest impact on ArtWorks’ marketing. Since the organization is so small, the success of our programming relies heavily on recruiting and maintaining volunteers as well as attracting new patrons. With only two staff members, we lack a marketing or graphic design department to create effective print ads in order to draw in new supporters. In the past, ArtWorks relied on word processing programs to create ads, which gave results that were too elementary in appearance. It wasn’t until the purchase of Photoshop CS2 that we were able to enhance the visual impact and overall quality of our advertising.

Beginning in January of 2008, ArtWorks was given the opportunity to submit a series of print ads in XXL Magazine, an urban lifestyle publication. This demographic was one in which ArtWorks’ marketing had not previously targeted, mainly as a result of lacking the tools with which to create a professional and visually appealing ad. Using Adobe Photoshop CS2, we were able to create three high-quality, print-ready ads that appeared in three issues of XXL Magazine. As a direct result of this marketing campaign, we saw a definite increase in people interested in becoming involved in the organization. This interest extended to the ArtWorks general and volunteer mailing lists, in which many new subscribers cited XXL Magazine as their referral. The ads also attracted a number of artists who applied for our Intensive CAIR (Creative Artist In Residence) program which provides creative arts workshops in the hospital setting led by professional working artists. Additionally, the ads helped garner extra attention for our Art Auction Benefit, the largest fundraiser of the year, which resulted in an increase of ticket purchases and sponsorships. The use of Adobe Photoshop CS2 for ArtWorks’ print ads featured in XXL Magazine has not only increased the number and scope of our supporters and volunteers, but has also helped to enhance our programming by drawing attention to the events that help fund organizational programs as well as promoting the ArtWorks mission to those interested in supporting it.