--- PROFILES CASE STUDIES ---

Deborah Bedwell, executive director of Baltimore Clayworks, began a four-year quest to bring the National Council on Education for the Ceramic Arts (NCECA) conference to Baltimore. A key requirement called for exhibitions and shows at local galleries and museums for conference participants. The requirement was exceeded with the advent of Tour de Clay, the largest-ever visual arts program that featured more than 800 artists displaying their work through 160 exhibits for six weeks throughout Maryland.

In 2004, Profiles was selected to develop and implement a local, regional and national communications program to generate awareness of Tour de Clay, its exhibitions, and its artists. Profiles worked in partnership with the Tour de Clay steering committee and the staff at Baltimore Clayworks to:

Identify newsworthy exhibitions, events, and artists
Develop and distribute public relations materials such as: press releases, fact sheets, calendar listings, media drops, and media advisories to local, national, and international media outlets
Determine the most appropriate way to pitch Tour de Clay exhibitions, events, and artists to media outlets
Pitch story angles, events, exhibitions, and artists to appropriate media outlets
Negotiate in-kind ad space from both print and broadcast outlets
Follow-up distribution of media materials with phone calls, emails, letters, and in-person visits to secure on-going media coverage of events, exhibitions, and artists
Coordinate press opportunities including interviews, photo opportunities, and press conferences

Results: During Profiles' relationship with Tour de Clay more than $480,000 of media coverage was earned through the placement of news and feature stories in The New York Times, The Washington Post, The Philadelphia Inquirer, The Baltimore Sun, Associated Press, The Boston Globe, The Pittsburgh Post-Gazette, Baltimore magazine, Style Magazine, Patuxent Papers, Maryland Gazette, Carroll County Times, Maryland Daily Record, Southern Living Magazine, Essence, The Jewish Times, and The Urbanite. Additionally broadcast media CNN.com, WMAR-TV, WJZ-TV, WBFF-TV, WBAL-TV, MPT, WTMD-FM, WYPR-AM, WBAL-AM, WCBM-AM, WWMX-FM, and WZBA-FM featured Tour de Clay artists, organizers, and information in their news and feature programming.


		Tour de Clay Deborah Bedwell, executive director of Baltimore Clayworks, began a four-year quest to bring the National Council on Education for the Ceramic Arts (NCECA) conference to Baltimore. A key requirement called for exhibitions and shows at local galleries and museums for conference participants. The requirement was exceeded with the advent of Tour de Clay, the largest-ever visual arts program that featured more than 800 artists displaying their work through 160 exhibits for six weeks throughout Maryland. In 2004, Profiles was selected to develop and implement a local, regional and national communications program to generate awareness of Tour de Clay, its exhibitions, and its artists. Profiles worked in partnership with the Tour de Clay steering committee and the staff at Baltimore Clayworks to: Identify newsworthy exhibitions, events, and artists Develop and distribute public relations materials such as: press releases, fact sheets, calendar listings, media drops, and media advisories to local, national, and international media outlets Determine the most appropriate way to pitch Tour de Clay exhibitions, events, and artists to media outlets Pitch story angles, events, exhibitions, and artists to appropriate media outlets Negotiate in-kind ad space from both print and broadcast outlets Follow-up distribution of media materials with phone calls, emails, letters, and in-person visits to secure on-going media coverage of events, exhibitions, and artists Coordinate press opportunities including interviews, photo opportunities, and press conferences Results: During Profiles' relationship with Tour de Clay more than $480,000 of media coverage was earned through the placement of news and feature stories in The New York Times, The Washington Post, The Philadelphia Inquirer, The Baltimore Sun, Associated Press, The Boston Globe, The Pittsburgh Post-Gazette, Baltimore magazine, Style Magazine, Patuxent Papers, Maryland Gazette, Carroll County Times, Maryland Daily Record, Southern Living Magazine, Essence, The Jewish Times, and The Urbanite. Additionally broadcast media CNN.com, WMAR-TV, WJZ-TV, WBFF-TV, WBAL-TV, MPT, WTMD-FM, WYPR-AM, WBAL-AM, WCBM-AM, WWMX-FM, and WZBA-FM featured Tour de Clay artists, organizers, and information in their news and feature programming. Tour de Clay was a client of Profiles from November 2004 to March 2005
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