Marketing Communications Strategy + Implementation
M. Hensley Consulting was engaged to launch HARF via regional media coverage and create a messaging framework to apply across all communications channels. This included providing counsel on community outreach; creating a messaging platform, press release, and target media list; and conducting media outreach. And because HARF was a collaborative effort of Houston’s arts services sector, we worked diligently to ensure all voices were heard and incorporated into the campaign.
The launch was overwhelmingly successful, securing media coverage across all relevant outlets in the region, garnering several hundred thousand dollars in contributions, and granting them back out for the recovery and rebuilding of Houston’s arts and cultural community. And while the initiative was initially created for post-Harvey recovery, the successful launch allowed HARF to effectively transition to what is now a general disaster preparedness and recovery program for artists and related nonprofits (facilitated by Houston Arts Alliance). This program supports the community today as it endures and recovers from the pandemic-related crisis.