Artfund: The art of framing
Principal author: Joe Smith, 101Contributing author: Laurence Green, 101
Summary
Art Fund is a UK charity that exists to save works of art for the nation. This paper shows how, over a five-year period, marketing has transformed the entire organisation through the art of framing; changing its category from a charity with a worthy purpose to a membership business with a compelling product. This case includes how the transformation was achieved by the creation and marketing of the Art Pass product, which provided members with discounted entry into museum and galleries, and...