Case Study 1398: How an Arts Program Is Helping Win Acceptance for a Company Newly Located in a Community
Name/Title
Case Study 1398: How an Arts Program Is Helping Win Acceptance for a Company Newly Located in a CommunityDescription
Pharmaceutical company E.R. Squibb & Sons used an in-house art gallery at its new suburban Princeton, NJ headquarters, featuring rotating exhibits, community benefit previews, and public tours, to build goodwill and acceptance in its new location.Context
A corporation's proactive response to a common early-1970s challenge: suburban community resentment toward newly relocated corporate campuses. Shows how integrating culture and philanthropy into a company's physical presence can generate sustained positive local publicity, community goodwill, and ongoing artist interest well beyond the initial relocation.Category
Public Relations