Foundation for Art and Preservation in Embassies
National and local media recognition for FAPE's modern art programs and global initiatives.
Pictured: FAPE Chairman Jo Carole Lauder, FAPE Board member and Executive Director of the Ellsworth Kelly Foundation Jack Shear, architect Frank Gehry, 2016 Annenberg Award honoree, and Secretary of State John Kerry.
The Challenge
The Foundation for Art and Preservation in Embassies is a public-private partnership dedicated to providing permanent works of American art for U.S. embassies worldwide. FAPE’s contributions include permanent works by more than 200 preeminent American artists including John Baldessari, Cindy Sherman, Chuck Close, Frank Gehry, Jasper Johns, Carrie Mae Weems, Alex Katz, Ellsworth Kelly, Jeff Koons, Roy Lichtenstein, Brice Marden, Robert Rauschenberg, Ed Ruscha, Wayne Thiebaud, and many others. Grassfed Media was hired to bring greater mainstream media attention to FAPE’s remarkable arts projects, energize the Foundation’s social media efforts, improve and streamline its email marketing efforts, and handle all media relations for their annual events held at the State Department.
The Solution
In addition to elevating awareness of FAPE’s programs throughout the year, we launched a multi-pronged PR strategy to garner coverage for FAPE’s 30th Anniversary Annual Events. This included devising a number of creative angles to attract media attention including focusing on award recipient Frank Gehry’s architectural legacy, the way in which FAPE has supported cultural diplomacy through art, profiles of the artists donating to FAPE’s Print and Photography, and society coverage.
Our social media strategy for the Annual Events was designed to generate excitement for the 30th Anniversary, promote FAPE’s panel at the National Gallery of Art to a wider public audience, build awareness of FAPE’s programs and impact, and thank the artists, members, and board members who have supported FAPE over the past 30 years.
The Result
In less than a year, we delivered outstanding results for the client including top-tier media coverage from Bloomberg Radio, Washington Life Magazine, Hyperallergic, Voice of America, Capitol File Magazine, Architecture Daily, the Huffington Post, The Financial Times, Artfix Daily, and many other outlets.
Through a combination of paid and organic social media posts, a greater focus on engagement and influencers, giveaways, and better visual branding, FAPE’s social media presence and engagement grew by more than 40% during our tenure.