Discovering GrubStreet: A Literary Gem on Boston Seaport Soofa Signs

GrubStreet, a non-profit creative writing center, has been a beacon for aspiring writers and literary enthusiasts in Boston since 1997. To promote their new location in Boston Seaport and establish themselves as a destination for creativity and community, they’re currently running a static campaign on Soofa Signs. We spoke to Nora Meiners, Marketing Operations Manager for GrubStreet, to learn more about why they chose Soofa for their OOH campaign and the positive impact they’re seeing so far.

Choosing A Perfect Location

This year, GrubStreet has expanded their marketing efforts and wanted to try a new advertising platform. "I was looking at a lot of OOH advertising options like billboards and transit, then I walked by Soofa Signs down the street from the writing center and thought, that's the best location for us,” Meiner said. Soofa has ten signs located around Boston Seaport, the city’s hub for working professionals, harbor restaurants, and art.

"We want to ground ourselves as a location where people can come for more than just writing classes. We’ve got a great cafe, a bookstore, and fun events," Meiner added. The GrubStreet branded Soofa Sign, located on the walk from South Station into Seaport, serves as a guiding beacon for newcomers, helping them find their way to GrubStreet’s vibrant space.

Expanding Beyond Writing Classes

GrubStreet's move to the Seaport wasn't just a change of scenery; it was an opportunity to expand their offerings and appeal to a broader audience. "In part, it was to build the idea and the knowledge about our brand as being broader than just offering writing classes. We have a lot of events that would appeal generally to literary lovers and creatives," Meiners explained. From poetry events, writing workshops and even a monthly trivia night, GrubStreet is quickly becoming a hub for all things creative in Seaport.

GrubStreet’s Soofa campaign plays a crucial role in this broader mission. Meiners emphasized, "The tagline on our vinyl ad is, ‘The Seaport’s Literary Gem.’ The Seaport offers so much – from the ICA to nightlife and food – but it’s great to know this neighborhood also has a destination for books, readings, and the creative side of Boston."

A Destination for Young Professionals and Creatives

GrubStreet’s target audience for this campaign are people who work in, live near, and visit the Seaport neighborhood. Their goal is to announce to the Seaport community that they're here, offering a wonderful arts resource and creative space they may not have discovered yet.

Their Soofa campaign is tailored to promote GrubStreet’s mission, while offering viewers a variety of activities and literary resources. "We’re using our event space to draw in a diverse audience into the Seaport, our bookstore, and the cafe," Meiners shared.

Looking Ahead

GrubStreet's collaboration with Soofa is just the beginning of their efforts to establish themselves as a key cultural destination in the Seaport. As they continue to grow, GrubStreet remains committed to being a space where creativity thrives, not just for writers but for anyone who enjoys the arts.

Their message is clear: whether you’re looking to take a class, attend an event, or simply enjoy a good book and a cup of coffee, GrubStreet is the place to be in the Seaport. "We want to make sure people know that we’re a great destination," Meiners concluded.

This Soofa campaign is more than just advertising; it’s an invitation for the local community or tourists to discover a literary gem in one of Boston’s most dynamic neighborhoods.

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