Story ROI

Big Story Country… for Regional Arts Australia

We gathered and produced this stunning coffee table book of thirty-five great arts stories for Regional Arts Australia. There were many objectives: to celebrate the art and the people of rural Australia,  to increase community appreciation of the  significant value of the arts to life in rural Australia. And of course, to share knowledge to inspire and inform others. This was a nine month project collecting stories across Australia and was a major marketing investment for Regional Arts Australia.

It’s a big decision to publish a book, especially for organisations with a tight marketing budget. Why not just put it online and save the print costs? And the stress?

Lots of reasons: a book has a long life. It gets passed around. It can be re-purposed across many different areas of marketing and communications. A beautiful and well produced book builds relationships, honours the participants and resolutely confirms the value of the stories. It’s a powerful tool for funding, learning and advocacy. Unlike a web site, a book will find its way into the hands of incidental or reluctant readers, (like decision makers) those very people we want to reach. It is picked up in waiting rooms, lobbies, friend’s homes, airport lounges..anywhere. A book is powerful.

Big Story Country gathered readers who would never normally think they would be interested in the arts. Or artists. And it delivered outcomes way beyond original expectation. It continues to be valued and built on by RAA and other stakeholders, four years after its first appearance. A selection of stories from the book inspired a SBS television project: the series of short films being shown as program interstitials.

Oh and by the way…the ROI just keeps on coming. We followed up last year with a new book of arts health stories involving new investment partners. And both books are providing rich website content too! Download Big Story Country.

“We have seen terrific outcomes following the publication of Big Story Country. Media response has been fantastic and so many other websites are promoting the book that our presence spreads even further and deeper both in regional communities and in the general population.”

Ruth Smiles, Executive Director
Regional Arts Australia