AMERICAN CRAFT COUNCIL SHOW

PROJECT DETAILS

  • CLIENT: American Craft Council
  • PROJECT DATE: Annually

PROJECT DESCRIPTION

Since 2005, PROFILES has been an extension of The American Craft Council (ACC) team, supporting the production of the American Craft Council Show in Baltimore, the largest indoor craft show in the country. ACC’s Baltimore show brings together more than 650 of the country’s top contemporary craft artists to present their latest handmade creations in the form of jewelry, clothing, furniture, home décor, and more.


GOAL

After nearly three decades of shows in the Baltimore market, American Craft Council was looking to add a local touch and invigorate the Show’s presence in Baltimore by working with a communications partner that was engrained in the inner-workings of Baltimore and that knew what made the city tick.


STRATEGY

For each annual show, PROFILES has developed a comprehensive communications strategy specifically tailored to the promotion and execution of the Show’s (4) main exhibitions – Make Room: Modern Design Meets Craft, American Craft Charm Collection, Hip Pop, and Let’s Make!. PROFILES plays a distinct role in successfully bringing each of these exhibits to life in Baltimore, through various tactics including community outreach; event planning, non-traditional media, grassroots marketing, and influencer marketing.


RESULTS

The American Craft Council Show has become widely recognized in Baltimore as an event that’s not to be missed, for craft lovers and the general public alike. Through editorial coverage, numerous online and print event listings, communication through the American Craft Council’s Facebook page, and relationships forged with key Baltimore businesses and influencers, show attendance has increased each year.

In an effort to highlight the American Craft Council’s talented network of fashion wearables, accessories, and jewelry artists, PROFILES also facilitates partnerships with regional stylists for its Style Slam program giving local stylists an opportunity to scout the show floor looking for fabulous fashion finds they’ll use to visually articulate their signature style on mannequins and models at the show. In 2018, PROFILES implemented an influencer marketing strategy to leverage the vast networks of Baltimore-area Instagram and social media influencers including Taylor Evans of Stylishly Taylored; Shae Li of Beautifully Together; Sydney Paige Pauline of Coffee-Stained Lace; and Jason Tompkins of Jason Tompkins Styling.

Since the 2017 show, PROFILES has secured more than 200 media placements and year-over-year increase in reach. Coverage of the 2018 show included more than 20 different radio and TV features and multiple placements in monthly magazines, daily newspapers, and blogs. Highlights from the February 2018 American Craft Council show in Baltimore included a spotlight on Washington Post’s website, an online slideshow feature with the Baltimore Business Journal and a full two-page spread in Homeland Life, a local magazine.