What were your major obstacles?
One obstacle is funding. Discover Roxbury promotes the idea of the season guide to advertisers with the premise that a large number of guides will be printed before any payments or pledges to advertise are received. That has created some concern over whether Discover Roxbury will have the funds to cover the costs of the guide. The other obstacle is time. With such a small staff, there was concern that committing the time to create and design the season guide would detract from other important activities, such as fundraising and grant writing.
Who or what was instrumental in overcoming these obstacles?
Discover Roxbury staff firmly believed in the importance of the ArtROX! Season Guide and were persistent in recruiting advertisers. Advertisers, many of whom were familiar with our mission and the quality of our work, understood that Discover Roxbury - via the guide - would position them in a positive light with educated, urban consumers with disposable income. Staff also found the time to create the guide by eliminating under-performing programs from our programming schedule.
What top three suggestions would you give to others attempting a similar project?
1. Don't be risk averse. Set a bold, attainable goal.
2. Know your pitch and your target audience(s) well.
3. Build a culture of accountability and a sense of ownership among the staff.