The Road to a Cultural Hub
Following a successful rebrand of IBA – Inquilinos Boricuas en Acción, aiding the growth of their Arts Program – an essential revenue stream for the organization – was the next goal. By unifying their voice and brand across all channels, moving their communications to more digital platforms, and diversifying their audience, we were able to position the Program how they had always dreamed: a go to place for Latin cultural events in Boston.
We developed a new strategy focused on implementing the power of social media, creating various online event platforms, producing targeted digital posts and advertisements, and centralizing their events with a seasonal calendar to maximize their efforts.
With a language & tone that aligned across all printed materials, we designed posters and flyers especially for each event to attract new audience members without alienating familiar supporters of the program.
Through using a bilingual voice that translated across mediums, we attracted Spanish and non-Spanish speakers to enjoy art, music, dance, and theater. In less than a year, IBA’s social media engagement increased by 447 percent and sold out shows became a trend for the organization at a rate of 80 percent; making their return on investment more than 1600 percent and paving the way for Latin culture to thrive right in the heart of Boston.