Diversity Arts Australia
The Client
Diversity Arts Australia (“DARTS”) is the national voice for cultural, linguistic and creative diversity in the arts and cultural industries in Australia. As the only national organization dedicated to advancing cultural and linguistic diversity across all art forms, DARTS generates opportunities and interventions so that creators, producers, leaders and audiences reflect the complex diversity of the Australian population.
The Need
In 2016, our Vice President Rani Haywood worked with Diversity Arts Australia on rearticulating its brand and developing a comprehensive communications and marketing strategy which helped define the organization’s audiences, and the messaging and mediums that the organization would employ to connect with these audiences. Five years on, in 2021, DARTS sought to work with Rani again on a review and rearticulation of the strategy.
The Process
As part of the review and rearticulation process, Rani worked with the DARTS team to:
Identify the successes of the strategy over the last five years and reflect on the achievements of the organization
Review the branding and messaging, and rework to reflect where the organization found itself five years on
Articulate new audiences for their work and new opportunities to expand their reach
Identify opportunities to diversify revenue streams and the tools required to support this expansion
The Results
As a result of these conversations with the DARTS team, Rani:
Delivered a revised communications and marketing strategy to carry the organization into the next five years
Mentored the incoming Communications and Marketing Manager (a newly created role) to ensure they were able to successfully deliver on the revised strategy
Provided practical advice on internal tools and resources required to support the strategy
Photo: StoryCasters © Diversity Arts Australia (Nasir Jabeile)
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