Client Story: Torpedo Factory
Torpedo Factory Artist Association Business Planning and Communications & Economic Impact Study
Project Highlights
Business Plan
Public Relations
Economic Impact Analysis
Strategic Planning
"Knowing your audience is the core of strategic communications. In an era of information overload, successful strategic communications strategies require adaptability, creativity, and a deep understanding of what motivates your audience to take action."
Kat Kempe, Senior Director
Kaptivate developed a comprehensive business plan and communications strategy, in collaboration with an artist community, that could substantiate the Torpedo Factory Artists Association's (TFAA) ability to manage the iconic Torpedo Factory.
The business planning and communications effort was an extraordinarily complex initiative undertaken in the midst of institutional crisis. The array of stakeholders, including the center ‘s 600,000 visitors, involved in this historic art center made for a challenging exercise in an extremely limited time span. The end-to-end business planning and communications process included the following activity:
- Developed the communications strategy (including talking points and briefing books) for releasing the business plan to the public and advocating for artist control of the center.
- Organized, conducted consumer research, and co-authored an economic impact study establishing the Torpedo Factory as a centerpiece asset for the City of Alexandria.
- Launched multimedia and multichannel communications campaign including an extensive local and national public relations campaign.
Public Relations Strategy
Building support for your vision often means managing public opinion. Kaptivate developed a communications plan for the TFAA that incorporated political advocacy, grassroots outreach, and earned media.
Economic Impact Analysis
The methodology designed to measure the impact of the Torpedo Factory Art Center on the City of Alexandria’s economy consisted of (1) a survey of visitors to the Art Center and (2) an analysis of survey results and secondary documents relating to the Torpedo Factory and the Alexandria visitors industry.
Strategic Planning
Kaptivate collaborated with the over 180 businesses that form the Torpedo Factory Artists Association to develop a business plan that proposed a road map for bolstering the long-term financial health of the iconic art center through new products and services, a capital campaign in partnership with the City, and a commitment for assessing progress through a series of national and local benchmarks.