5Points Creative Completes Second Phase of Arts Connect Marketing Effort
Regional Marketing Firm Partners with Mill Mountain Theater to Promote the Power of the Arts in Building Roanoke’s Economy.
Roanoke, VA—December 2022. With the airing of a new television commercial, Mill Mountain Theater (MMT) built on the spring Arts Connect work that was done by the City of Roanoke and 5Points Creative. The new :30 announcement is running locally and features Producing Artistic Director Ginger Poole touting the power of the arts in generating revenue for the city.
“The arts are a strong economic driver,” Poole said. "People attend shows or visit museums in Roanoke and when they do, they park, eat, shop, pay taxes, and often times stay in the area. There’s no doubt in my mind having a symphony, a world class museum, music venues, and a professional, regional operation like MMT helps the economics of business recruitment and talent retention. Not only is the work we do fulfilling and empowering, it drives revenue.”
In the spring, 5Points Creative worked with the Roanoke Cultural Endowment and the Roanoke Arts Commission to create a campaign that would unite the dozen or so arts organizations in the City. Drawing on the ability of the arts to motivate people, enrich lives, and build community, the firm developed Arts Connect – Roanoke. Resiliency. Recovery.
“Since our company’s inception, we’ve been all about supporting the arts – helping over a dozen regional arts and culture organizations,” said Bruce C. Bryan, President of 5Points Creative. “In fact, I worked with some other business leaders to start The Spot on Kirk seven years ago to directly invest in the arts in Roanoke. It matters deeply to me – and to our company.”
Arts Connect was designed to unify the City’s arts and cultural institutions.
“We were looking for an umbrella brand that would communicate the power of what the arts mean to the city,” said Shaleen Powell, Executive Director of the Roanoke Cultural Endowment. “Arts Connect captured that and we made it available to all of Roanoke’s arts and cultural organizations. They’ve been using it in their own ways throughout the past six to eight months and it’s making an impact.”
With some remaining American Rescue Plan Act (ARPA) funding, Mill Mountain Theater was able to extend the reach of Arts Connect. Roanoke. Resiliency. Recovery. by creating and airing their television campaign.
“We worked with 5Points Creative to make a commercial that other arts organizations could very affordably and efficiently tailor for their individual use,” said Poole. “An executive director could insert the same messaging I did and make their own commercial. We also intentionally used video from a wide variety of our partner organizations, so the message is universal and uplifting.”
The :30 commercial features original music from Seth Davis, MMT’s Resident Music Director, and footage gathered primarily by Dan Mirolli and Michael Hemphill from Buzz4Good.
“It was a total team effort,” Bryan said. "Between Doug Jackson from the City, Shaleen and Ginger, who are two of Roanoke’s arts champions, and the work of Seth, Michael, Dan, and our creatives at the agency, it was an empowering project. I’m excited to see how the current campaign impacts Roanoke for years to come. And I know Ginger and I would be thrilled to adapt the commercial for other interested arts organizations in Roanoke. Together, we built consistency by creating a recognizable brand that delivers a strong message.”
5Points Creative is a full-service creative agency specializing in marketing, advertising, digital, branding, and communications. The firm has been in business since 2009 and currently works with clients in Florida, Alabama, Tennessee, Maryland, North and South Carolina, and of course Virginia.
For more information, contact Bruce C. Bryan at 540.986.8766 or visit the company’s website at 5PointsCreative.com