Using New Media to Promote Pittsburgh as an Arts Center

This Was Pittsburgh Painting by Aaron Henry Gorson

This Is Pittsburgh Pittsburgh Ranked No. 10 “World’s Cleanest Cities” ( Forbes ) Pittsburgh has the second-most ‘green-certified’ buildings in the nation largest green convention center

Pittsburgh Ranked No. 10 “World’s Cleanest Cities” ( Forbes )

Pittsburgh has the second-most ‘green-certified’ buildings in the nation

largest green convention center

This Was Pittsburgh Painting by George Hetzel Art in Pittsburgh Starts Here

Pittsburgh Art Facts Pittsburgh is among the Top 25 Arts Destinations in the country by American Arts magazine No. 1 “Top 25 U.S. Arts Destinations,” mid-sized city category ( AmericanStyle )

Pittsburgh is among the Top 25 Arts Destinations in the country by American Arts magazine

No. 1 “Top 25 U.S. Arts Destinations,” mid-sized city category ( AmericanStyle )

Pittsburgh Art Facts More than 500 arts, cultural and heritage organizations; world-class museums and architecture Most theaters per capita in Downtown Pittsburgh’s Cultural District than anywhere outside of New York

More than 500 arts, cultural and heritage organizations; world-class museums and architecture

Most theaters per capita in Downtown Pittsburgh’s Cultural District than anywhere outside of New York

Pittsburgh Art Facts The Carnegie Museum of Art was the world’s first museum of modern art It hosts the Carnegie International , which has been called one the nation’s foremost showcases of modern art

The Carnegie Museum of Art was the world’s first museum of modern art

It hosts the Carnegie International , which has been called one the nation’s foremost showcases of modern art

Pittsburgh Art Facts The Andy Warhol Museum Frick Art & Historical Center The Mattress Factory Art Museum (contemporary installation art) Butler Museum of American Art and Westmoreland Museum of American Art

The Andy Warhol Museum

Frick Art & Historical Center

The Mattress Factory Art Museum

(contemporary installation art)

Butler Museum of American Art and

Westmoreland Museum of American Art

Why Social Media? After receiving a message, one of three things can happen… The recipient reacts by saying “boy, that was a crock.” The recipient really doesn’t think much about it. The recipient receives the message positively and contemplates action.

After receiving a message, one of three things can happen…

The recipient reacts by saying “boy, that was a crock.”

The recipient really doesn’t think much about it.

The recipient receives the message positively and contemplates action.

Why Social Media? The likelihood of the first result increases as we move towards advertorial messages, and the third as we move toward first-person communication.

Why Social Media? An advertisement is not likely to make me think about moving anywhere. An objective newspaper article might make me ponder relocation. A suggestion from a respected acquaintance has the most chance of at least entertaining the idea. The more times the suggestion is made, the closer I am to taking action.

Social media can bring about the repeated delivery of a message from respected sources It encourages peers to communicate opinions they already hold It facilitates the direct delivery of those messages outside normal friend circles The result is the repeated delivery of an authentic and believable message Why Social Media?

Social media can bring about the repeated delivery of a message from respected sources

It encourages peers to communicate opinions they already hold

It facilitates the direct delivery of those messages outside normal friend circles

The result is the repeated delivery of an authentic and believable message

Why Focus on Artists? Artists are entrepreneurial – 3.5 times more likely to be self-employed They can relocate at will

Artists are entrepreneurial – 3.5 times more likely to be self-employed

They can relocate at will

Why Focus on Artists? Artists are one of the largest classes of workers Artists earn $70 billion annually

Artists are one of the largest classes of workers

Artists earn $70 billion annually

Why Focus on Artists? They help create an environment attractive to the “creative-class,” which encompasses some 25 percent of employed people today

They help create an environment attractive to the “creative-class,” which encompasses some 25 percent of employed people today

Why Not Pittsburgh? Pittsburgh is still perceived as an industrial city Artists may perceive Pittsburgh as not having sufficient opportunity Pittsburgh may be perceived as removed from “scenes” on the east and west coast

Pittsburgh is still perceived as an industrial city

Artists may perceive Pittsburgh as not having sufficient opportunity

Pittsburgh may be perceived as removed from “scenes” on the east and west coast

Why Pittsburgh? Low cost of living allows artists to work without necessitating secondary income Long history of arts community beginning with Scalp Level painters Many opportunities to sell work including galleries and festivals Active arts community Geographic proximity to major markets

Low cost of living allows artists to work without necessitating secondary income

Long history of arts community beginning with Scalp Level painters

Many opportunities to sell work including galleries and festivals

Active arts community

Geographic proximity to major markets

Pittsburgh Facts Pittsburgh ranks #8 in Forbes list of Best Cities to Live Well Home prices in Pittsburgh are some 40 percent below the national average The only metro area in the U.S. to achieve a “5-Star Quality of Life Metro” ( Expansion Management ) designation three years in a row

Pittsburgh ranks #8 in Forbes list of Best Cities to Live Well

Home prices in Pittsburgh are some 40 percent below the national average

The only metro area in the U.S. to achieve a “5-Star Quality of Life Metro”

( Expansion Management ) designation three years in a row

Pittsburgh Facts Ranked No. 1 in the nation and No. 26 in the world for “Global Livability” ( The Economist ) No. 1 most cost-effective North American city (fDi , a Financial Times publication); ninth-lowest cost of living in the nation (Forbes Magazine)

Ranked No. 1 in the nation and No. 26 in the world for “Global Livability” ( The Economist )

No. 1 most cost-effective North American city (fDi , a Financial Times publication); ninth-lowest cost of living in the nation (Forbes Magazine)

Pittsburgh Facts The only city to be named “most livable” twice by Places Rated (1985, 2007)

The only city to be named “most livable” twice by Places Rated

(1985, 2007)

Sixburgh Facts And we didn’t even mention Sports, the Steelers or Six-Time Superbowl Champions!

And we didn’t even mention Sports, the Steelers or

Six-Time Superbowl Champions!

Artists in New York, Boston, Washington, D.C., San Francisco, Chicago and Los Angeles (and anywhere the Internet reaches) Creative people wanting to live in a sustainable, artistic environment Audience

Artists in New York, Boston, Washington, D.C., San Francisco, Chicago and Los Angeles (and anywhere the Internet reaches)

Creative people wanting to live in a sustainable, artistic environment

Audience Artists priced out of larger markets Professionals who enjoy the arts (secondary)

Artists priced out of larger markets

Professionals who enjoy the arts (secondary)

Research Plan/Methods Viral marketing E-book/Slideshare Youtube Video Twitter Facebook Press Release(s) Article placements

Viral marketing

E-book/Slideshare

Youtube Video

Twitter

Facebook

Press Release(s)

Article placements

PR Objectives Increase awareness of Pittsburgh as a creative city Replace the “industrial” image of Pittsburgh within the arts community with a “creative and clean” image

Increase awareness of Pittsburgh as a creative city

Replace the “industrial” image of Pittsburgh within the arts community with a “creative and clean” image

Key Messages Pittsburgh has a creative arts community Pittsburgh is a great place for artists to live Artists are moving to Pittsburgh

Pittsburgh has a creative arts community

Pittsburgh is a great place for artists to live

Artists are moving to Pittsburgh

Tactics and Channels Craft stories to place on art-related and relocation blogs Begin a Twitter feed for artists interested in relocating or finding a community Locate artists that have moved to Pittsburgh and draft stories about their work, with an underlying story about the Pittsburgh arts community for placement in arts magazines

Craft stories to place on art-related and relocation blogs

Begin a Twitter feed for artists interested in relocating or finding a community

Locate artists that have moved to Pittsburgh and draft stories about their work, with an underlying story about the Pittsburgh arts community for placement in arts magazines

Tactics and Channels Prepare a video for YouTube about the history of the arts community in Pittsburgh, Associated Artists of Pittsburgh, Carnegie International, etc Prepare a slideshare presentation on what Pittsburgh has for artists and the variety of appealing neighborhoods Prepare a Facebook Page and LinkedIn Group

Prepare a video for YouTube about the history of the arts community in Pittsburgh, Associated Artists of Pittsburgh, Carnegie International, etc

Prepare a slideshare presentation on what Pittsburgh has for artists and the variety of appealing neighborhoods

Prepare a Facebook Page and LinkedIn Group

Tactics and Channels Establish an email for advice Credibility is Key Promotional advertorial messages are not entirely believable

Establish an email for advice

Credibility is Key

Promotional advertorial messages are not entirely believable

Implementation Social Media Outreach Social Media Fan Pages Press Releases/story placements Video

Social Media Outreach

Social Media Fan Pages

Press Releases/story placements

Video

Evaluation Track inquiries to email address Views on YouTube Videos Views on Slide Show Presentations Track placements from press releases Track story placements in magazines

Track inquiries to email address

Views on YouTube Videos

Views on Slide Show Presentations

Track placements from press releases

Track story placements in magazines

Artists in Pittsburgh Downtown Gallery Crawl Three Rivers Arts Festival Lawrenceville Gallery

Thank You! KEEP IN TOUCH LinkedIn ID: ewmiller On Twitter: newcolonist urbanartantiques beinbrooklyn Email: [email_address]

LinkedIn ID: ewmiller

On Twitter:

newcolonist

urbanartantiques

beinbrooklyn

Email: [email_address]