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Mark Arts Partners with Greteman Group

Wichita, Kan. – Old friends have become new partners. Mark Arts, the former Wichita Center for the Arts, recently named Greteman Group its agency of record. The full-service agency has been working with the center on a new name and branding since July 2015.

The organizations know each other well, with the agency providing past support through the center’s various evolutions. Almost 25 years ago, Greteman Group designed outreach materials for the original Wichita Art Association and then again for its next-generation successor, the Wichita Center for the Arts.

“The time feels right for this latest progression and elevation – to move into its new location and facility with an equally fresh name and identity,” says Sonia Greteman, agency president and creative director. “The name – Mark Arts – conveys the center’s vital contribution to our culture. Artists leave a maker’s mark on their work and I have every confidence this new center will make its mark on us both individually and collectively.”

The Wichita Center for the Arts approached Greteman Group in July 2015 to explore naming and identity. The journey led to a name based on Mary R. Koch’s initials. The late Mary Koch was both a student and benefactor for the Wichita Center for the Arts.
The Wichita Center for the Arts approached Greteman Group in July 2015 to explore naming and identity. The journey led to a name based on Mary R. Koch’s initials. The late Mary Koch was both a student and benefactor for the Wichita Center for the Arts.

The Mark Arts name was unveiled at a groundbreaking on June 22. The $19 million, 40,000-square-foot facility will sit on the southwest corner of 13th and Rock, Wichita’s fifth-busiest intersection. The name fits this more accessible location with its friendly, non-institutional tone. It’s memorable, easy to say – and doesn’t limit the center’s outreach geographically. Mark Arts has attitude. Perhaps best of all, it speaks to people. Inviting all to participate, to make their mark.

“Art enhances both our community and our creative industry,” says Katy Dorrah, Mark Arts executive director. “It makes our region a place where creativity can thrive and grow. We’re eager to develop outreach with Greteman Group that conveys this vibrant spirit whatever the platform: exhibitions, classes and workshops in our school, membership recruitment campaigns and more.”

When the center opens in 2018, all ages and skill levels will be encouraged to roll up their sleeves and dive into their medium of choice. Whether that’s throwing a pot, painting a picture or creating a sculpture. For those still finding their muse, they can simply come peruse the gallery or book something in its new meeting space.

“This won’t be just a building,” says Greteman. “It’s an idea made manifest. Mark Arts will move you.”

This promotional video provided a dynamic way to share the new identity and stoke interest in the many creative outlets available through Mark Arts.
This promotional video provided a dynamic way to share the new identity and stoke interest in the many creative outlets available through Mark Arts.


COVERAGE: Bulldog Reporter 8.1.16

#FIA16: Social Media Engagement at its Finest

You don’t have to be an AvGeek to recognize the passion bursting out of Farnborough last week. Scroll down the Farnborough #FIA16 Twitter and Instagram feeds and you’ll be mesmerized by the quantity and quality of video, photography, infographics and articles. What was so great about the social conversation? Well, I thought you’d never ask.

Amazing Coverage

Beautiful high-quality imagery filled social channels. Sharing wasn’t limited to the media, professional film crews or photographers. Attendees, exhibitors, pilots and aviation enthusiasts all took part in sharing the social love. And motion kept the feed alive – live and time-lapsed video, virtual tours, flying displays, show recaps, product announcements and video congratulations. Screen Shot 2016-07-14 at 3.32.46 PM Setting the Stage

Kudos to the Farnborough International Airshow for leading the way in social sharing. Making connecting easy by prominently including social-sharing buttons on the show’s website (upper left corner – no missing that). Creating hashtag #FIA16 to pull the conversation together. Staying active – retweeting, liking, following – before, during and after the show.

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Posts with Personality

This was not your typical tradeshow fodder with posts merely inviting you to visit a booth. Posts popped with personality and humor. Even armchair followers around the world could get a taste of daily happenings, be inspired by the innovation on display – and stay entertained.

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Farnborough bills itself as the world’s greatest airshow. And this year it truly put that leadership on display. Showing rather than telling. Upcoming aviation conventions can – and no doubt will – learn from this real-time case study in social-sharing excellence.

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This column ran in the July 21 issue of BlueSky Business Aviation News.

One Is the Loneliest Number: Consider Sponsorships and Cobranding Instead of Hosting Your Own Event

Aviation gets the value of face-to-face interaction. We wouldn’t build and fly planes if we didn’t believe in the power of looking someone in the eye and cementing a deal with a handshake. So naturally, our industry lives, eats and breathes events. The number, intensity and value of tradeshows each year constantly increases. In addition to the major shows, regional and private events populate the calendar year-round. You may even be one of the 100,000 visitors walking the grounds of Farnborough 2016 as I write this.

Recent one-off events we’ve participated in have spurred lots of conversation at our agency about when it’s good to stand out and do your own thing – and when it’s best to dovetail your outreach with others. Here are a few points, if followed, that will have you giving each other a high five after each and every event you choose to be part of.

Evaluate your true value proposition before doing your own thing.

It seems like everyone you talk with comments about how busy they are. They don’t have time. Their schedules are booked. Never forget that your event is vying for their valuable, hard-to-give-up time. What makes your event compelling enough for your target attendees to give up something else on their schedules or simply from enjoying some coveted, and needed downtime? Be sure you can answer that question fully and honestly before embarking down the resource-intensive path of hosting your own event.

Expect the unexpected and consider how you might fare.

While you may have the best-laid plan for an engaging, sure-to-be-great, first-of-its-kind event, stuff happens. Things come up that can keep prospects away. A pressing meeting. Bad weather. Family obligations. Without a strong history of past return on investment, they will be far less inclined to go out of their way to attend an event that your company puts on exclusively. There’s power in the pack. Go out as a lone wolf and you’re liable to find yourself howling at the moon. Which doesn’t do much to achieve your goal of increased visibility.

Attend and sponsor recurring events with built-in audiences.

When you attend NBAA or the Aviation Week MRO events on a regular basis, you start to see the same faces and hear the same names. You recognize people and they get to know you, too. With this familiarity comes the ability to build trust and a reputation as someone in the thick of things. Quick conversations can lead generate leads, build contacts and deepen relationships you can tap into throughout the year. Take advantage of event sponsorships that allow you to build brand recognition and loyalty – without going it alone.


Tack on your small event at the front end of a larger industry affair.

The highly successful JETNET iQ Global Business Aviation Summit makes it easy for folks. It hosts its own event, but ties it to a well-established, highly attended event. It announced well in advance that it will be held in New York City, September 13-14. That’s the two days leading up to the September 15 NBAA White Plains Regional Forum. Many of those who go to the conference are already planning to attend or exhibit at the forum. It’s a natural progression and provides top-of-the-line networking for those attending both events. Rather than getting stuck on hosting the conference at the same time each year, JETNET iQ stays nimble. It adjusts based on the NBAA events calendar, providing maximum benefit for all.

To thine own self be true.

Don’t let my comments dissuade you from a great idea you’ve been kicking around. I’m simply urging caution whether you’re considering putting on your own industry forum, bringing in key prospects for a unique static display, or throwing a shindig to introduce shareholders to a new member of management. It can be done. But could you be even more successful by parlaying your resources into a bigger, surer bet? Think about where you can join in where similar target audiences gather. Where everyone wins.  


This column ran in the July 14 issue of BlueSky Business Aviation News.