ADMSP Public Relations Communications Strategy

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This presentation was made as part of our communications strategy utilizing social media and traditional media.

To learn about our community project, join us at www.admsp.org

Visit us at: www.altosdelmarsculpturepark.com and at www.linkingpublic.org

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ADMSP Public Relations Communications Strategy

  1. 1. PR Communications Strategy Launching October 1st, 2009
  2. 2. This is Maria Estefania
  3. 3. She lives and works in North Beach
  4. 4. Maria Estefania has never heard of Altos del Mar Sculpture Park!
  5. 5. Although she has already heard of and visits several other parks in North Beach and South Beach
  6. 6. and takes part in their community programs
  7. 7. ...and like Maria Estefania the rest of the world has not heard about Altos del Mar Sculpture Park either!
  8. 8. The Situation
  9. 9. North Beach Community ADMSP The World
  10. 10. Main Goal
  11. 11. For ADMSP to become known in the community and world-wide as the #1 leisure, educational and cultural destination in the North Beach section of Miami Beach, Florida.
  12. 12. Target Audiences
  13. 13. North Beach Community The World
  14. 14. Target Audience Segments
  15. 15. Local population National population International population Segments: ! Museum directors and board members ! Gallery directors ! private art dealers ! Art collectors ! Curators ! Art historians ! Art critics ! Culture consumers ! Art students and enthusiasts ! Artists ! Non-Profit ! Philanthropists ! Miami Beach, Miami and Florida civic leaders
  16. 16. Key Deliverables
  17. 17. #1: Local Community Roll Out Press Release Campaign Generate national awareness of ADMSP and its main goal among the local community of North Beach, Miami Beach, Miami, Miami-Dade County, Broward County, Palm Beach County and Florida through local media and its general local readership. Generate national awareness of ADMSP and its main goal among the local cultural community, through prestigious local media and its readership of artists, collectors, curators, gallery directors, museum directors, arts patrons, and art enthusiasts. Position ADMSP as the most unique leisure, educational and cultural local destination. Position ADMSP as the one art destination for viewing established sculptures from the 18th, 19th, and 20th centuries in Miami Beach in the world. Present the Altos del Mar Sculpture Park!s co-chairmen, President/CEO, Fundraisers, Curator, Donors as visionaries and passionate champions of sculpture. Establish ADMSP and its sculpture installations as a desirable and obligatory destination in today!s local contemporary arts scene. Affirm the City of Miami Beach, its Mayor Matti Bower, and its civic leaders as passionate and visionary champions of the arts for the City of Miami Beach, specifically North Beach.
  18. 18. #2: The USA Rollout Press Release Campaign Generate national awareness of ADMSP and its main goal in the United States through prestigious national media and its readership of artists, collectors, curators, gallery directors, museum directors, arts patrons, and art enthusiasts. Generate national awareness of ADMSP and its main goal among the cultural community in the United States, through prestigious local media and its readership of artists, collectors, curators, gallery directors, museum directors, arts patrons, and art enthusiasts. Position ADMSP as the most unique leisure, educational and cultural destination in Miami Beach, Florida. Position ADMSP as the one art destination for viewing established sculptures from the 18th, 19th, and 20th centuries in Miami Beach in the world. Present the Altos del Mar Sculpture Park!s co-chairmen, President/CEO, Fundraisers, Curator, Donors as visionaries and passionate champions of sculpture. Establish ADMSP and its sculpture installations as a desirable and obligatory destination in today!s local contemporary arts scene. Affirm the City of Miami Beach, its Mayor Matti Bower, and its civic leaders as passionate and visionary champions of the arts for the City of Miami Beach, Florida.
  19. 19. #3: ROW Rollout Press Release Campaign Generate international awareness of ADMSP and its main goal in the rest of the world through prestigious international media and its readership of artists, collectors, curators, gallery directors, museum directors, arts patrons, and art enthusiasts. Generate international awareness of ADMSP and its main goal among the cultural community in the rest of the world, through prestigious local media and its readership of artists, collectors, curators, gallery directors, museum directors, arts patrons, and art enthusiasts. Position ADMSP as the most unique leisure, educational and cultural destination in Miami Beach, Florida. Position ADMSP as the one art destination for viewing established sculptures from the 18th, 19th, and 20th centuries in Miami Beach in the world. Present the Altos del Mar Sculpture Park!s co-chairmen, President/CEO, Fundraisers, Curator, Donors as visionaries and passionate champions of sculpture. Establish ADMSP and its sculpture installations as a desirable and obligatory destination in today!s local contemporary arts scene. Affirm the City of Miami Beach, its Mayor Matti Bower, and its civic leaders as passionate and visionary champions of the arts for the City of Miami Beach, Florida.
  20. 20. #4: Video-Clip Campaign Generate awareness of ADMSP and its main goal anywhere with a video clip campaign as follows: Video Campaigns I, II & III: Release Video Campaign I (videos 1-6) every 2 months in 2010 Video 1- AOEAUUEA (Altos del Mar Sculpture Park is for EVERYONE!) Video 2- ALTOS WHAT? Video 3- ALTOS WHERE? Video 4- ALTOS WHY? Video 5- ALTOS WHERE? Video 6- ALTOS WHEN? Release Video Campaign II (videos 6-12) every 2 months in 2011. Video 1- AOEAUUEA (Altos del Mar Sculpture Park is for EVERYONE!) Video 2- ALTOS WHAT? Video 3- ALTOS WHERE? Video 4- ALTOS WHY? Video 5- ALTOS WHERE? Video 6- ALTOS WHEN? Release Video Campaign III-Butterfly Game (videos 1-4) every month starting 9/11. Video 1- Egg Video 2- Caterpillar Video 3-I Will Be Beautiful Soon Video 4- I Will Be Beautiful- A Game about Metamorphosis
  21. 21. Target Media
  22. 22. Public Relations will focus on targeting local, national and international media as follows: Phase I- Social Media. Create presence and content. ! Connect Sites ! Create Sites ! Discuss Sites ! Promote Sites ! Measure Sites Phase II- Traditional Print Media. Create awareness through targeted press releases to key editors of, and writers and critics for the following media (monthlies, weeklies, dailies, and wire services): ! Architecture ! Art ! Culture ! Design ! Fashion ! Lifestyle ! Shelter/Garden ! Business ! Consumer ! Travel ! Non-Profit ! Philanthropy
  23. 23. PHASE I: Create Social Media Presence/Content
  24. 24. CONNECT CREATE DISCUSS PROMOTE MEASURE
  25. 25. CONNECT WITH LINKEDIN, MYSPACE, TWITTER, FACEBOOK, ILIFE PHPBB LIVE THE SOCIAL WEB, UNDERSTAND IT, BE GENUINE! CONNECT
  26. 26. CREATE SOCIAL MEDIA ASSETS WITH RSS, WORD PRESS, BLOGGER, FLICKR, YOU TUBE, WIKIPEDIA NO ASSETS, NO INTEREST! CREATE
  27. 27. DISCUSS USING DIGG, DELICIOUS, MIXX, STUMBLEUPON, REDDIT NO CONVERSATION ABOUT ADMSP AND ITS ASSETS? THEN IT MAY AS WELL NOT EXIST. DISCUSS
  28. 28. PROMOTE BY CREATING WIDGETS: WIDGETBOX, WEB APPS, IPHONE APPS, GOOGLE APPS ACTIVELY PROMOTE RIPPLE EFFECT! PROMOTE
  29. 29. MEASURE BY USING XINU, SHARETHIS, GOOGLE FEEDBURNER, GOOGLE ANALYTICS, BLOG PULSE, TECHNORATI MEASURE AND RESPOND OR BE DAMMED! MEASURE
  30. 30. CAST A WIDE WEB CONNECT CREATE DISCUSS PROMOTE MEASURE
  31. 31. INVOLVE CREATE DISCUSS PROMOTE MEASURE
  32. 32. PHASE II: Create Rollout Press Media Awareness
  33. 33. Events Timeline
  34. 34. Communications Strategy
  35. 35. Thank you!

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