5 by 5 Design conducted a series of focus groups for the Minnesota Fringe Festival. Held prior to the non-profit organization’s main event in August 2011, 5 by 5 Design worked within budget and time constraints to gather audience insights and outside perspectives.

Feedback from the focus groups led to ideas for engaging both current and new audiences, organizing information to better communicate with them, and improving their online experience at FringeFestival.org. The website serves as the Minnesota Fringe Festival’s primary, year-round communications tool, which largely includes the annual festival, which runs Aug. 4-14, 2011 featuring 168 productions at 18 venues across the Twin Cities.

“Along with new suggestions about the organization’s communications, an extraneous result was that the participants felt special for being asked to contribute their input, further strengthening their relationships with the Fringe as external brand advocates,” says Diana Lillicrap, co-owner of 5 by 5 Design.

“Working within an organization, living the brand inside and out, it’s easy for marketers to get so close to their work. It doesn’t need to cost thousands of dollars and dozens of weeks to gain valuable insights from external perspective,” adds Wendy Ruyle, co-owner of 5 by 5 Design.

Robin Gillette, executive director of the Minnesota Fringe Festival, agrees, “Leading the focus groups, 5 by 5 Design asked questions and captured input that may have been overlooked by our internal team entrenched in the day-to-day operations. The process was quick and cost effective. We learned a lot and look forward to incorporating what we learned into our strategic plan and future communications.”

Creative, strategic and resourceful, 5 by 5 Design, Inc. offers marketing communications and design services delivered through a comprehensive set of tools and channels that include branding, interactive and print. Located in Minneapolis, the company celebrates its fifth year in business as leaders in its industry and its community. Learn more at www.5by5design.com.

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