This proposal was made during an in-class stimulation of a public relations agency. We all had clients and were put on teams as if in a real agency.

1. A Strategic Public Relations Proposal
for

2. Ann-Marie Adams, CEO/Director
Lab17
Department of Strategic Communication
Roy H. Park School of Communications
Ithaca College
950 Danby Road
Ithaca, New York 14850
December 14, 2017
Robin Schwartz
171 E. State/Martin Luther King Jr. St., Ithaca, NY 14850
RE: LAB17 Strategic Public Relations Proposal
Dear Robin Schwartz,
It is my pleasure to endorse the effort by the student-run public relations agency Lab17 in developing
this strategic proposal for your review and potential implementation to establish brand awareness for
the Community Arts Partnership in Tompkins County.
The content of this document is intended to inform, educate and guide CAP in making future
decisions that will directly benefit your business by increasing you customer base.
The strategic consulting experience of Lab17’s 18 staff members created a transformational learning
environment for the students enrolled in this senior capstone course. It also provided each student
with a rich learning opportunity to integrate theory with practice while making real-time strategic
communication decisions. Your agreement to bring CAP forward as a client in simulation ensures that
these students have the requisite knowledge and skills to enter the workforce upon graduation.
Please feel free to contact me via email at aadams4@ithaca.edu or cellular telephone at
843.321.0430 should you need any additional information pertaining to this proposal or the work of
Lab17. I will be in touch in the next seven days via email to solicit your participation in a short survey
of your “client” experience.
Thank you for placing your confidence in the professional skillsets of these remarkable young people.
Sincerely,
Ann-Marie Adams, CEO/Director
Adjunct Professor, IC PRLAB “Lab17”
Measurement
&Evaluation
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3. EXECUTIVE SUMMARY
Situational
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The Community Arts Partnership was invited to participate as a client during the Fall 2017 semester by the
Department of Strategic Communication’s Public Relations Lab “Lab17”. Lab17 is a senior capstone course
in the Roy H. Park School of Communications at Ithaca College, designed to operate as a real world public
relations agency to enhance learning in an experiential setting.
Glenn Tobey & Emily Glickman, members of the Operations and Organization team at Lab17, were tasked
with designing and developing strategic initiatives that establish CAP’s position in the market among their
benchmarks and enhance their social media presence. As such, the agency has designed a campaign to
distinguish CAP in Tompkins County and increase their social media presence and effectiveness.
We believe that CAP currently lacks a clear brand awareness strategy and that a strategic branding campaign
is necessary to increase their client base and longevity. CAP must utilize their social media channels, partners,
established events, programs and densely populated surroundings to stand out in Tompkins County and in the
minds of their target audience.
The strategic initiatives suggested in this proposal will allow CAP to increase brand awareness online and
offline through the use of social media, planning, in-house events, community engagement and more.

4. TABLE OF CONTENTS
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Situational Analysis........................................................................................................................................5
SWOT Analysis.............................................................................................................................................10
Competitor Analysis.....................................................................................................................................12
Target Audience Analysis.............................................................................................................................15
Objectives & Strategies.................................................................................................................................17
Objective 1.....................................................................................................................................................19
Objective 2.....................................................................................................................................................28
Objective 3.....................................................................................................................................................29
Measurement & Evaluation.........................................................................................................................31
Timetable.......................................................................................................................................................34
Estimated Fees...............................................................................................................................................39
Agency............................................................................................................................................................42
Appendix........................................................................................................................................................43

5. Situational
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Situational
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CAP History:
The Community Arts Partnership (CAP) was established in Ithaca, New York 25 years ago. CAP as well as the
CAP ArtSpace are located at 171 E. State/MLK Jr. Street, Ithaca, NY 14850. The CAP tagline is; “We bring
creativity to life.” CAP helps artists connect with their target audiences, fund various art programs and grants in
Tompkins County, and provides professional development assistance. They support all forms of art in the Ithaca
area from visual to literary arts and beyond. Over the past 25 years, they have distributed $4 million in grants
and fellowships, and have helped over 1,700 artists in earning $1 million in sales. Each year over 1,000 artists
benefit from working with CAP as the organization works hard to keep the arts alive in the Ithaca area.
CAP is a non-profit organization with two full- time employees, one part- time employee and six current board
members. John Spense has spent the last four year as Executive Director of CAP, Robin Schwartz serves as the
Program Director and has been in her position for 25 years, and Erin Caruth has been working part-time for
just under a year. The CAP Board is made of up of artists, professors, and community members from various
backgrounds who all share a common love for the arts. Tom Bohn, who previously held the position of Dean
of The Park School of Communications, is President of the board, John Saunders is Vice President and Elayne
Nicholas is Secretary. The board makes decisions on where the money will be distributed in terms of grants and
fellowships, as well as the marketing budget for the programs that CAP runs.
CAP Mission Statement:
CAP acts as one of the driving forces behind the vibrant arts community of Ithaca and the neighboring towns
and villages. For over 25 years, our Grants, Programs, and Services have been connecting artist and audiences,
funding the arts in Tompkins County, and providing professional development.
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7. Situational
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CAP Programs:
The Spring Writes Festival:
The Annual Spring Writes Festival is a four- day long event which takes place in May and features around 35
literary- themed events such as workshops, readings, and panels.
The Ithaca Artists Market:
The Ithaca Artists Market takes place at the Ithaca Farmers Market where around 90 artists come to sell their
artwork. This provides local artists with a wonderful opportunity to increase their annual sales, while also
connecting with audiences and other artists in the area. The event also provides potential consumers with the
chance to see all kinds of visual artwork in order to pick the art that best suits their style. This is a large scale
event that also involves food and drink vendors, live performances, as well as fun, artsy activities.
The Greater Ithaca Art Trail (GIAT):
The Greater Ithaca Art Trail is an opportunity for select artists to get their name out there as well as sell their
work. This event occurs annually and takes place over two weekends during the month of October. Throughout
these two weekends, about 40 artists who have registered to be artists on the Art Trail have their studios open
to the public and do not require appointments. People looking to see various studios go on self-guided tours
throughout Tompkins County, picking the studios they will visit. Artists on the trail are masters of various art
mediums including; sculpture, painting, fiber arts, furniture making, jewelry art, and ceramists.
CAP-A-Palooza
CAP-A-Palooza is a large art sale that takes place during the month of September. Over 400 pieces are for sale
during this time and are priced anywhere from $20 to $400. The sales from CAP-A-Palooza go back into the
organization and profits are used wherever seen fit.
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CAP Grants (GAP):
Local artists apply for grants each year through CAP for a multitude of purposes. Funding comes from the New
York State Council on the Arts (NYSCA). CAP receives sponsorships for their grants from; Tompkins Trust
Company, P.W. Wood & Son Inc., C.S.P. Management, Wegmans, and CFCU Community Credit Union. All of
the grants given out are available to any artists who reside in Tompkins County. Previously, the most common
use of the grant money has gone towards professional arts and cultural projects. Last year, over 40 different
organizations, schools, and artists received grants from CAP.
CAP Professional Development:
One of CAP’s main focuses is providing artists with the supplies that help them continue to flourish both
personally and professionally. Each year, over 1,000 artists come to CAP seeking professional development
help in many areas whether it be broadening their audience or marketing their artwork. CAP offers development
workshops, an online artist database,
one-on-one meeting time, and consulting programs. CAP is there to provide support services, ideas,
connections, and advice for any artist in need. With the variety of resources in Tompkins County, CAP is able to
help every artist regardless of their art form.
CAP Events:
CAP currently oversees four annual programs and operates the CAP ArtSpace which displays works from
different artists each month. The CAP ArtSpace is located right outside of the main CAP office and is a multi-
use space that displays works by 12 different artists each year. On the first Friday of each month, Gallery
Night is hosted to showcase a new artist exhibit entering the ArtSpace. For CAP’s Gallery Night event, the
organization partners with the Ithaca Downtown Alliance in order to promote artwork all throughout downtown.
Artists who occupy the CAP ArtSpace experience the benefit of being in a central location right on the Ithaca
Commons with a lot of foot traffic. This event works to increase public awareness as well as artist sales for the
month.
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CAP Current Marketing Efforts:
As CAP is a non-profit, their marketing budget is on the smaller side meaning that it is imperative that they take
full advantage of all free advertising. Currently, most of their marketing budget goes towards paid social media
postings (specifically Facebook), public radio advertising, direct mail, email lists, press releases, and other
articles in newspapers such as The Ithaca Voice. Advertising efforts are directed mostly towards promotion
before events in order to increase awareness. CAP also relies on their prime location in the Ithaca Commons to
get foot traffic to the events that take place in the CAP ArtSpace (i.e. CAP-A-Palooza, Gallery Night.) During
these events, CAP puts poster boards outside the ArtSpace to attract anyone who happens to be walking by and
invites them to take a look inside.
As previously stated, much of CAP’s advertising is through free channels, however, the board and employees
also come up with a marketing budget for each year. The overall annual marketing budget usually averages at
about $50,000. The $50,000 is split up into specific areas so that each event, program, and grant is provided its
own budget. For example, The 2017 Greater Ithaca Art Trail was given an overall budget of just under $20,000
(APPENDIX A). All other event budgets are formed similarly to the GIAT budget.
Current Audience/ Event Attendees:
At all CAP events (i.e. Ithaca Artists Market, Greater Ithaca Art Trail) the artists are asked to keep a list of
attendees and their email addresses. CAP then asks for the email addresses in order to collect more information
on the current audience such as; where they are traveling from, their age, who they are traveling with, and how
they choose the studios that they decided to visit. CAP takes this information in order to form a better idea of
how they can help each artist benefit during programs and events. Currently, most of the event attendees come
from the greater Central New York area (i.e. Syracuse, Rochester, the Finger Lakes Region.) CAP found that
attendees are primarily females between that ages of 30-80 and attend the event with a group of friends.
Our findings on the Art Trail:
Prior to The Ithaca Art Trail, we created a Survey Monkey to collect demographic information on event
attendees. This survey was brief and consisted of a set of six questions. Through stopping at multiple galleries
on the trail, we were able to collect answers to these questions while also forming personal observations. By
getting out on the Art Trail, we were able to interact with attendees, ask them research questions and survey
the scene. In doing so, we were able to organize our findings to see exactly what audience is present at the
various galleries. Implementing the survey was successful in that we were able to take the data collected and
form pie charts based on each question creating a visual. Through doing this we could clearly see spikes in
demographics. Looking at question one; “What is your zip code?” in the form of a chart, we could see that
most attendees came from Ithaca and Trumansburg. Based on CAP’s goal of serving all of Tompkins County,
we could see that areas besides these two towns were not as prevalent. Towns such as Danby, which is located
within Tompkins County, was not seen and is a town that should be targeted in the future. Based on data
collecting, CAP can analyze who is getting the message and what areas need more awareness of CAP events
(see APPENDIX C for our questions & answers).
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10. SWOT
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11. Situational
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12. Competitor
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The Arts Council of the Southern Finger Lakes:
The Arts Council of the Southern Finger Lakes is an arts council that provides artists and organizations with
grants in the following counties: Chemung, Schuyler, Steuben, and Tioga. The Art Council of the Southern
Finger Lakes is partnered with the New York State Council on the Arts and receives funding for grants from
this organization. Within their grants, they have three primary categories: Community Arts, Arts Education, and
Artist Crossroads. These grants and funds go toward any group or community arts organizations that currently
serve the public. The Arts Education grant works to fund rich artistic learning experiences for public school
students K-12. If a school receives this grant, the money could be put towards art supplies for classes, sets and
costumes for school plays, and much more. Additionally, the Individual Artist grants go towards artists who are
looking to plan public art projects that would be taking place in a non-arts venue. For example, if an artist with
a small studio would like to do a large scale show, they would go to the Arts Council for a grant to pay for the
showcase venue costs. Overall, this organization distributes over $70,800 dollars to 29 different organizations
throughout these counties each year.
The Arts Council also focuses on community outreach through their art programs and events. They position
their programs to include all forms of art from creation to marketing. Some of the programs they oversee
include; Business of Art and Poets in Play. Business in Art is a workshop in which business professionals are
brought in to help artists grow their brand, market their artwork, and successfully obtain their career goals.
The Poet in Play program was made to give poets the opportunity to read their work and have it reviewed by
professionals in an inviting atmosphere. The organization also develops programs targeted towards kids who
may take art at school or are aspiring artists. Over the course of National Youth Artist Month, the Arts Council
displays 1,500 pieces done by students. Other programs for youth include portfolio reviews, workshops, and
mentoring programs.
The Art Council is within close distance to Ithaca which makes this organization a good benchmark for CAP.
Furthermore, both organizations have similar brand architectures, however, the Arts Council has taken their
architecture further by implementing youth programs. This is an area of interest for CAP and it is important that
they consider some of the strategies used by the Arts Council.
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14. Public Art Fund:
The Public Art Fund of New York City was founded over 40 years ago. They are an organization that works
towards bringing dynamic contemporary art to the public in order to offer everyone powerful experiences with
the arts in an urban environment. The organization is currently funded by individuals, corporations, and other
foundations. Much of their fundraising is done in order to present large exhibitions. These exhibitions are done
in collaboration with organizations, companies, and artists. Artists who wish to collaborate with The Public
Art Fund are very established artists who have been working in the profession for many years. Most of the
exhibitions funded by The Public Art Fund are large scale and incredibly thought out pieces. Exhibitions are
suggested to the Public Art Fund by artist who wish to carry out a vision. An example of a collaboration that
The Public Art Fund worked on during 2017 is the Lost Man Creek. Through this partnership, they worked with
renowned artist Spencer Finch who focused his research on the properties of light, color, nature, and perception.
The Lost Man Creek exhibition is still currently located in downtown Brooklyn and is a living exhibition
inspired by the Redwood National State Park in California. The display takes the redwood forest and puts it on
a 1:100 scale to make it more tangible for viewers. This exhibition, as well as five others, were all accomplished
in the year of 2017.
Since these exhibitions are limited to established artists, The Public Art Fund also does public art programming
which is open to the public. These events normally consist of speeches given by well known artists or
workshops. To make sure the talks are as accessible to the public as possible, The Art Fund picks large
auditoriums around the New York City, such as the NYU Game Center or The New School. Speeches and
talks are given on the art form that each artist specializes in, so for instance when Spencer Finch came in he
gave a talk about using color and scale to alter perceptions. This organization differs from CAP in that they
are working with artists to put together large exhibitions.They are still a comparable organization for CAP to
consider because both CAP and The Public Art Fund of New York City work towards the same goal; bringing
art into their communities. It is for this reason that we believe CAP should review the programs and exhibitions
put on by The Art Fund.
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15. Target
Audience
Analysis
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16. Target Audience:
By definition, the millennial generation is anyone born after 1980 up through the first generation in the new
millennium. Currently, millenials are 18-34 years old. Millennials in the area have low recognition and
awareness of the CAP organization and their offerings. Additionally, this is an age range that is not highly
represented at current CAP events or programs. Even though this is true, this does not mean that CAP lacks the
opportunity to bring awareness to the millennials of Ithaca. With that being said, CAP has asked our team to
work specifically on targeting the millennial population in the area. We believe that there is a large opportunity
for both CAP to reach millennials, but also for millennials to benefit from having CAP as a local resource. As
CAP is a community organization focused on providing artistic support they should be reaching people of all
ages throughout Tompkins County. Further, our target market are males and females between the ages of 18-
30 who either permanently or temporarily live in Tompkins County. In doing this we can make sure to capture
millennials who are not in college as well as those who have recently graduated. This being said, to capture
this market, CAP must keep in mind that this generation is constantly on their smartphones as they are digital
natives. (Appendix B)
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17. Objectives
& Strategies
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18. Key Messages:
CAP is a community and together we share the love of art.
CAP works to make art an integral part of the Ithaca Community.
CAP is focused on bringing local artists together and closer to their patrons in the local
market.
CAP helps artists grow in their craft through programs, fellowships, and professional
development.
CAP offers continuous support to local artists in Tompkins County.
CAP works to get local audiences engaged in art.
Campaign Objectives:
Objective 1: Increase brand awareness for CAP and the programs, grants, and events they
oversee.
Objective 2: Implement strategies for tracking and identifying the profiles of current
event attendees.
Objective 3: Build a strategy for increasing attendee participation of the target audiences
for CAP programs.
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19. Situational
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Objective 1: Increase brand awareness for CAP and the programs, grants, and the events they oversee.
Strategy 1: Increase use of digital media through implementing paid, owned, earned, and shared media.
Digital Media:
Digital media has been growing for years now and it’s time the CAP get on board with the new style of
advertising. A recent study shows that,
“More than any other generation, Millennials learn about events online. In fact, about 86% of them find out
about happenings through some online resource — social media, online ads, or blogs. Social media is the
whopper, with 48% of the share. In contrast, only 24% of Baby Boomers turn to social media to find out about
arts events.”
With this in mind, the best way, in fact maybe the only way to reach the target market is through digital media.
Digital media can be broken down into the categories of: paid, owned, earned, and shared media. Since there are
multiple categories, this gives lead way on how much of the marketing budget CAP has to spend to reach the
target audience.
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20. Paid Digital Media:
Paid Media incorporates anything from advertising, banner ads, and display pages that come up on specific
pages that reach the target audience. Many studies have been done, proving time and time again, that digital is
the best way to reach the target market CAP is looking for. One study published by MarketingDaily says that
77% of people ages 18-34 own a smartphone and that though millennials only make up 29% of the population,
they account for 41% of the total phone usage time for all Americans. This means that in order to reach the
target market, CAP must begin to integrate digital and mobile media into their marketing plan. According to
CNBC, companies are beginning to spend 65% of their marketing budgets just on digital advertising, this is a
trend CAP has to join or they will continue to lose the possibility to capturing a young audience. Instagram and
Facebook present the perfect opportunity to reach millenials as 58% of college are currently active users on
Instagram and 88% of college students are on Facebook. If CAP was to start using paid digital media on more
than one site, our team believes they would see a significant increase in event attendees within the target market.
Tactic 1: Paid Instagram and Facebook boosts as well as online ads the week leading up to any event.
For paid digital media, we are suggesting that CAP designate at least 20% of their marketing budget. CAP
should be advertising on multiple media outlets for all of their programs that already exist, as well as the
additional events we are suggesting. In order to gain awareness of all programs and events, CAP should begin
promotional efforts at least a week prior to each event. Each day during the week leading up to any event,
CAP should pay to boost Ads on Facebook which will reach at least 1,000 of their followers. CAP should also
run sponsored Ads on Instagram as we have seen that many members of the target audience are active on this
site. In order to run ads on Instagram, CAP would use the same Ad Manager as Facebook, but would switch
their Instagram over to a business account. This would make it convenient for CAP because they would be
scheduling their paid posts for both accounts through the same website. Additionally, CAP should consider
linking their Instagram to their Facebook account. Even if CAP is to boost the event 7 times beforehand, it will
still be relatively inexpensive to do and something we believe is definitely possible for CAP with their budget.
We suggest that CAP also look into online newspapers such as The Ithaca Tab and The Ithaca Voice in order to
advertise prior to events. They could do this both in the form of advertisements and press releases.
Tactic 2: Hire an intern or part- time employee to handle all digital media and design templates for
advertisements.
In order to keep the content interesting, CAP should ask their hired intern or a member of the already existing
team to come up with at least three ads for every event. Even if this means making three basic templates and the
filling in the information as they go, we believe that variety will help gain more attention from followers. This
intern would also help CAP keep up on posts and possibly use a layout app so they can plan CAP’s posts ahead
of time.
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21. Situational
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Owned Digital Media:
Owned digital media is the face of new marketing and we believe that if CAP takes full advantage of their
owned media opportunities, they will see a massive impact on statistics collected during events. An article from
Blue Fountain Media states;
“Social media is one of the most cost-efficient digital marketing methods used to syndicate content and increase
your business’ visibility. Implementing a social media strategy will greatly increase your brand recognition
since you will be engaging with a broad audience of consumers.”
This is exactly what CAP needs, a way to increase their brand awareness in a cost- saving way. CAP is also
looking for a way to portray an image of art that is inviting for everyone and social media will be instrumental
in delivering this message. Social media is very cost effective especially in the form of owned media. There are
so many simple ways to grab the attention of current and potential followers. For example, ThriveHive analyzed
the benefits of using hashtags and stated that; “Businesses use hashtags to attract new customers and grow their
online presence. Hashtags help facilitate filtering and discovery of related content. Users searching a hashtag
you have used can come across your account and engage, becoming new followers and potential customers.”
A hashtag is a simple concept, yet so effective, and this is just one example of the advantages CAP could take
from owned media.
Tactic 3: Consistent posts and the use of relevant hashtags.
Owned media for CAP includes; the CAP website, Instagram, and Facebook. Though Facebook and Instagram
can also be used with paid digital media, there are a lot of opportunities to flourish without spending any of
the budget. First, CAP will want to consider keeping consistency when posting on Instagram and Facebook.
Consistency will cause followers to become aware of CAP and get them thinking and interacting with the brand
more often. For instance, if CAP is posting once a day, followers will begin to look for their posts once a day. If
CAP can get consumers thinking about their brand, they have a better chance of getting those consumers out at
the events.
When using paid and owned media it is important to use a call-to-action, keywords, and hashtags that
address the interests of the target market. For example, the use of relevant hashtags such as; #IthacaCollege,
#CornellUniversity, and #Ithaca are easy ways to increase CAP follower base, which in turn would create
more awareness of CAP programs and events. Anyone who goes out in search of who is using #IthacaCollege,
will see CAP’s posts that also include that hashtag and might potentially follow the page. CAP might want to
consider hiring an intern or part-time employee whose main task is to work on digital media and promotion.
Other strategies CAP should consider would be going through the artists they follow and following their
followers as well as pagess like the Handwerker Gallery and the Johnson Museum of Art. Our team wants to
stress to CAP that social media usage is extremely effective and within their budget. There is no other media
outlet that will provide CAP with such a large reach or opportunity to create large- scale brand awareness,
especially when taking into consideration the target market of millennials.
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22. Earned Digital Media:
Earned media is a tough category to get started in, but once started, the results of earned media can be huge. In
AdAge’s “Five Reasons You Need to Focus on Earned Media” they review some of the highlights of earned
media. One of those is that earned media is an extremely trusted form of promotion. CAP has already seen
forms of earned media on Instagram through artist shoutouts to the page. One statistics used in the article says
that “92% of consumers trust word-of-mouth recommendations, but only 24% trust online ads.” This isn’t
to say that CAP shouldn’t be pushing online ads, but it is just something to consider as motivation to get the
followers talking about CAP. The article goes on to discuss how earned media is not only long- lasting, but
also measurable. It is long- lasting especially online because once a post is up, it will most likely stay up giving
people the opportunity to see it for years. CAP would also be able to keep track of their earned media very
easily, which would help because there is such a limited staff.
Tactic 4: Encourage artists to write reviews or articles on their experiences at CAP events or programs, or how
grant money was used.
Earned media puts promotional efforts in the hands of CAP followers. Our team believes CAP will increase
their earned digital media if they begin the trend themselves. By posting special shoutouts to specific artists or
organizations CAP works with, CAP might then see those people begin to post about events they’ve attended,
and grants they’ve received from CAP. To promote earned media we suggest a few strategies CAP might
consider. First, for all the events and grants that CAP runs, they should lightly suggest to artists to post a review
on their experience at the event or using their grant. For example, one artist tagged CAP in an Instagram post
where she talked about her trip to an art museum that she was able to go on because of a grant she received
from CAP. This is a great start and it’s awesome that that artist took it upon herself to post this, but with a light
suggestion, we think CAP would see even more posts. These posts are very important, especially amongst
millennials because they will help to clarify what CAP does and who they can help.
Tactic 5: Increase Search Engine Optimization (SEO).
CAP will want to work towards increasing their SEO so they can have a stronger organic ranking on search
engines. If they were to do this, a person googling “Ithaca Art” would see the CAP website come up as the first
suggestion for their search.
Tactic 6: Hire a videographer to shoot a promotional video, specifically for the Greater Ithaca Art Trail.
Our last strategy for increasing earned media is for CAP to start some kind of buzz about themselves online.
The best way for CAP to do this would be through a promotional video showing the journey of an average
consumer out on the art trail. Our team has envisioned CAP hiring a videographer to capture a typical drive
through Tompkins County during the Greater Ithaca Art Trail. The videographer would capture not only the
drive but also the different studios on the trail, showing people what they could potentially be seeing. This video
would show how fun, interactive, and beautiful a day out on the Art Trail is. The hope would be that CAP would
link this video to all their online sites creating buzz about the event.
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23. Situational
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Shared Digital Media:
Shared digital media is about measuring the interactions between CAP and followers. During our three month
take over of the CAP Instagram our team implemented a few shared digital media strategies that encourage
followers to engage with the page. For example, at least once a week we posted a piece of artwork done by
one of the 35 artists on the art trail or a post relating to one of the many organizations CAP works with. These
were done as appreciation posts to show the artists that CAP’s support goes beyond just their programs and
events. Through the course of three months, our team saw extremely positive feedback from the artists and
organizations we gave shoutouts to. Over just three short months through shared media, we increased the CAP
pages following by over 100 people and also were able to interact with a number of artists. The most we posted,
the more feedback and interaction we saw from followers. We saw that as followers became more comfortable
with the CAP page they began to leave comments on posts and message us more often. We also made it a point
to reply to anyone who reached out to us increasing our shared digital media usage rates.
Tactic 7: Consistently interact with followers through comments, likes, replies, shoutouts etc.
Shared media presents CAP with one of their biggest opportunity to reach the target audience. The audience
CAP is looking for already exists in the Ithaca area in the form of artists and art students at any of the four
schools in the area. The biggest aspect of the CAP brand that needs to be upgraded is their ability to interact
with their audience. Since many millennials do not know what CAP does or who they are, shared media is
a great way for consumers to learn. Shared media involves interacting with the audience electronically. Our
team is suggesting that CAP uses shared media by opening up a conversation with followers. This can be done
through replies, comments, likes, direct messages, and shoutouts on all social media platforms. The strategies
CAP should be focusing on in shared media are very similar to those of their earned media.
Tactic 8: Artist Instagram Takeover
One suggestion is that CAP should reach out to the artists they work with and ask them to do an Instagram
takeover. So say for example CAP reaches out to an Ithaca College art major, that art major would be provided
the login information and asked to post a story of the day in the life of an art student. They could post anything
from their commute to the art school to the current project they are working on in the classroom. They would
also be asked to post at least one photo on the page that incorporates how they use art in their daily life. One
artist would be tasked with the Instagram takeover for a week at a time.
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24. Strategy 2: Develop the organization’s brand architecture so that it solidifies who CAP is and what they do.
CAP currently conveys four major objectives that they work towards as an organization. Their four objectives
are connecting artists with audiences, providing professional development services, giving out grants, and
funding as well as fostering community engagement. Together, these four elements of the organization are not
only their goals but are their branding angles that tell audiences who they are and what they offer. A solid brand
architecture is the foundation CAP needs in order to promote themselves to younger audiences in a more effec-
tive way.
Branding Statement: CAP is an organization devoted to raising awareness and funding for the arts and artists
in Tompkins County. They work to help local artists with professional development, provide funding assistance,
connect them with local audiences and promote community engagement.
Brand Architecture & Platform:
Segments/Angles:
Connect artists with audiences
Professional Development
Grants
Foster Community Engagement
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25. Situational
Analysis
Tactic 1:Events to connect artists with audiences
CAP Programs:
CAP’s events and engaging initiatives are an important part of the CAP brand as a whole. While art in Ithaca is
very prevalent and seen in the Ithaca Commons, side alleys and on mailboxes throughout the streets among the
city, many audiences in the area are still unaware of how dense the Ithaca art community really is. From painters
to sculptors and photographers, Ithaca is full of talented residents who contribute to Ithaca as a whole.
When searching key terms relevant to CAP and their target audience such as “millennials and art” there are
many articles written about the importance of getting this generation engaged with the art scene. Though there
are many young aspiring artists, galleries and museums continue to mainly receive older audiences in the crowd
ranging from 50-80 years old. Additionally, according to a survey by The National Endowment for the Arts
(NEA) on public participation in the arts, 71% of adults ages 18+ said that they consume art through electronic
media and 49% participate through attending visual or performing arts. Through this data, it is evident that older
generations continue to view art in traditional ways but younger generations choose new media as a form of
participation in the arts. Moreover, one study by eventbrite.com states that though many millennials struggle to
find time to get out and enjoy the arts, 70% of them would like to attend art events and exhibits more often.
To get younger generations engaged and interested in art, Mary E. Medland, writer for philanthropy.com,
describes what art organizations are currently doing to get younger crowds involved. According to Medland,
art groups are realizing how important it is to court younger audiences and that they need to employ new
tactics to do so. Medland describes a few interconnecting efforts that groups are taking to appeal to young
professionals. Some examples of efforts she has seen implemented are: “membership programs that feature
special social and fundraising events, recruiting younger trustees, reaching out to members of ethnic groups,
and, to a limited degree, creating special programming.” According to the New York Times, an art museum in
New York City recently implemented new tactics to appeal to a younger crowd. The article titled “wooing a new
generation of museum patrons,” tells the story of how an art museum attracted several hundreds of millennials
to an internationally renowned art museum, to view priceless artworks. The article goes on to describe how
the museum appealed to young entrepreneurs through hosting a “glamorous dinner” mixing old pieces with
new and exciting visual viewing to get younger generations engaged with art. Through this dinner, young
professionals came together to mingle while also getting younger generations through the door. As the museum
struggled with the generational shift, the Guggenheim Museum in New York felt the need to host this event to
showcase the importance of the arts, especially with the history art has in New York. Through this event, not
only did young entrepreneurs donate to the museum, but they were able to keep community activists excited
about the arts. By getting this crowd through the door, the museum was able to interact with young city locals.
In doing so, young locals were connected to both modern and contemporary art making them more aware of
the current state of new are as well as historical pieces. Reaching out to these young locals was a large step for
the museum as they were able to understand how special art is to the city and the need to keep it alive. Through
CAP programs, the organization can connect artists with younger audiences which will cause them to share their
positive viewing experiences with others.
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26. Tactic 2: Professional development
CAP Professional Development:
Based on research from Americansforthearts.org, arts education is currently declining in America. According to
Jeff Poulin, Arts Education Program Manager for Americans for the Arts, “two-thirds of public school teachers
believe that the arts are getting crowded out of the school day.” Since America is currently behind in STEM
fields, schools are pushing math and science and neglecting or eliminating art programs completely. Students
are discouraged from becoming artists as there is a stigma around pursuing art as a primary career. This being
said, many students in America do currently attend liberal arts schools to pursue a degree in the arts such as
music, theater, photography, and art history. Though this is true, these students have been conditioned to fear the
future as according to research from Colleen Flaherty from insidehighered.com, “There’s a common miscon-
ception that it’s virtually impossible to make a living as an artist.” Additionally, past statistics support stigmas
associated with being an art major. According to a study by BFAMFAPhD, an organization who studies art and
its intersections, “Out of 2 million arts graduates nationally, only 10 percent, of 200,000 people, make their
primary earnings as working artists.” Being that students have been pushed to pursue degrees in other subjects
such as math, science, and technology, universities have seen substantial drops in enrollments into humanities
programs. Based on the research, young artists in the Ithaca area may be unsure of their future as artists. They
may be seeking career advice and CAP has the resources to help them.
Tactic 3: Grants
CAP Grant Programs:
As college students struggle to put themselves through four years of school, they also find it hard to afford addi-
tional resources that will help them towards their career. Artists of all forms use materials such as paint, canvas,
cameras, editing supplies and more. All of these items that will help students their work are very costly, add up
fast, and are used up quickly to complete a project or work. College students must provide themselves with their
own materials to help them achieve both in and out of the classroom. According to Campusexploarer.com, art
materials and books during just one year of art school can range from $1,700- $3,000. This being said, students
are already facing large amounts of debt from putting themselves through school and have to consider sup-
plies on top of that. To achieve their goals, art students may look towards getting financial aid and loans to put
towards their artistic endeavors. Aid for the arts as well as grants are limited and on occasion, professors may
spend money out of their own pockets to provide for the class. Through grants and funding young artists can get
financial help that will help them create and grow as professionals.
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27. Situational
Analysis
Tactic 4: Foster community engagement
CAP Community Engagement:
Within the Ithaca community, the Public Arts Commision is an organization that was founded in 1988 a
to celebrate arts across the city of Ithaca. This organization is made up of 10 committee members and was
originally given a budget of $30,000 to plan events and fund art projects throughout the city. According to Gary
Ferguson, who serves on the board for the PAC and works at the Downtown Ithaca Alliance, “Art is a crucial
and important part of a downtown experience.” They aspire to have locals as well as visitors coming across art
while downtown whenever possible. Normally, the organization will find an area or project and will post a call
for submissions via the Facebook page, email or through contacting Ithacans for Public Art. Caleb Thomas,
member of PAC says, “My personal hope in being on the PAC board is that we can get as many murals as
possible in the city of Ithaca as possible, as quickly as possible, as a way of giving the community a little bit
of a shocking community.” In doing so, Ithaca has become the vibrant city it is today. Ithaca artists have many
great ideas that they want to share with the community. With CAP’s connections, resources, and knowledge
more artists can get involved in community projects.
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28. Objective 2: Implement strategies for tracking and identifying the profiles of current event attendees.
Strategy 1: Conduct and analyze research data.
Tactic 1: Implement a survey through Survey Monkey that will be used by guests upon entering artist’s studios.
Current research shows the number one way to increase attendance at events is through keeping attendance
records. Through recording demographic information of people walking through the door, an event team can
better measure their success rates. Working to collect demographic data is an important strategy for revealing
insights and segments that will help an organization to target their audiences. Once an organization collects
demographic data, they can utilize target marketing and advertising efforts towards audiences that they wish to
see at events.
To collect accurate, real-time demographics at an event, CAP should implement an electronic survey. Event
attendees should be asked to complete a brief survey as they enter a studio on the art trail. Keeping an electronic
log that both CAP and all artists have access to will keep information organized and usable for future events and
years to come. Through implementing an electronic survey there will be no wait time before receiving logged
data or lost data along the way. Artists could use any technology such as an iPad or cell phone in order to log the
information and get it straight to CAP. The information collected would be used to research the current audience
and how people are finding out about the events. A quick way to create a straightforward survey is to create one
by using the Survey Monkey platform (Appendix D).
Tactic 2: Hire a research analyst or research intern who can take the data from Survey Monkey or any other
database and turn it into useful knowledge for future events.
CAP has the skills and tools to collect and gather demographic information but may not have time to actually
analyze and organize the data. This being said, CAP should look into hiring an intern who is studying research
analytics and is skilled in data entry. By hiring a student, the student will benefit from real experience and CAP
will benefit from a small pay stipend or can give college credit for their work. This intern can work to interpret
data and will come up with a way to present the data to CAP.
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29. Situational
Analysis
Objective 3: Build a strategy for increasing attendee participation of the target audiences for CAP programs.
Strategy 1: Create events that are catered towards our target audience.
Tactic 1: Ithaca locals and art majors/minors banquet showcase.
Being that Tompkins County is a community that hosts three colleges, CAP should be a place to go for anything
art. To play this role, CAP must reach out to younger audiences to make them aware of their influence and
knowledge of the Ithaca art community. Through partnering with Ithaca College, Cornell University, and
Tompkins County Community College, CAP has the potential to grow their audience substantially. By targeting
colleges, and campus communities CAP can get college students involved and connected with the Ithaca
locals. Making the CAP brand present on all the college campuses involves hosting CAP events on campus
and reaching out to student artists. To get students interested in CAP, the organization can host their typical
gallery nights outside of the art space location. To implement this, CAP can reach out to the Herbert F. Johnson
Museum of Art located on Cornell campus. By creating a presence in the museum, students can become familiar
with the CAP name. Through being prevalent on campus, CAP can work to invite students down to the art space
to showcase their art. They can do this through having flyers in campus art departments and by reaching out to
professors who teach the arts and inviting them and their students. Additionally, this event will have food and
drinks for local artists and students provided by Wegmans who is one of our CAP’s many sponsors.
Tactic 2: Networking and Professional Development Night for art majors and minors.
According to niche.com’s ratings for the Best Art Schools for 2018, Cornell University comes in at number 12
based on statistics as well as student reviews collected by the U.S. Department of Education. With this in mind,
there are also two other colleges located within Tompkins County, making for hundreds of college students
pursuing art and related fields. These young students are preparing to enter the job market and seek both
guidance, and professional opinions. Based on the CAP website, there are CAP consultants who are available
to help artists excel in their careers. While this is a great idea, CAP can specifically reach college students and
help them through hosting a networking event with these professional development agents in attendance. In
doing so, the agents can hold smaller meeting groups based on students majors and needs. One small workshop
group at the event can be geared towards students studying visual arts such as video and photography. To get
these college students to the networking event, CAP should reach out to each campus to get featured in campus
newspapers or website.
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30. Tactic 3: A grant specifically for college students/millennials in Tompkins County
CAP currently has six active grant programs that are designed to help artists in Tompkins County. These six
grant programs go towards artists, art organizations, and non-profits. Though CAP does currently have open
applications with no associated age limit, college students may be unaware of their eligibility. This being said,
CAP should designate money specifically towards millennials. Doing so will help take an additional burden off
college students who cannot afford the supplies they need to be their creative selves. Through allocating at least
25% of the money in the CAP grant fund, money can be awarded to college students or millennials in Tompkins
County who are pursuing the arts. This money can be put towards projects outside of the classroom that will add
to students portfolios and as well as their career goals. With this money, students in the Ithaca area can grow,
flourish, and contribute their ideas to the community. To promote this grant we will get a feature story about
the grant in the Ithaca and Cornell Sun. In addition, promotions can be online on the Ithaca Voice as well as the
Ithaca Tab.
Tactic 4: Organize a group street project lead by millennial artists.
As CAP is an organization that promotes, encourages, and supports the arts, they must work to help increase
community engagement. To do so, CAP should work with The Public Art Commission in Ithaca (PAC) to
organize a group project within Ithaca. This project can be a mural downtown but this piece will be lead and
implemented specifically by millennial artists in the area. By promoting a local project that will be displayed in
the community, CAP will increase community engagement. Keeping their target audience in mind, CAP should
advertise this student-led project involving the three campuses as well as the high schools in Tompkins County.
Posting flyers in art buildings, as well as classrooms, that promote this project is a good way to increase student
awareness of the event. Being that PAC works with local artists, teaming up with this organization for a project
would be an extremely effective strategy to get audiences to contribute to the community.
Tactic 5: Art Giveaway.
This strategy works specifically with the Greater Ithaca Art Trail open studio weekends. During these two
weekends, CAP will have a contest to see who can visit the most studios. The idea is to have the people who are
out on the trail take pictures at each location they go to and then submit those photos to CAP. In order to enter,
you must submit one picture from every studio visited during the two weekends. For each photo, the persons
name will be submitted once, so the more studios they go to, the more times their name will be submitted. The
photos will be submitted to on the CAP website, which will be linked on all CAP social media sites as well as
their homepage. At the end of the two weeks, CAP will randomly select a winner and that winner will get a
piece of artwork. The artwork must be something that attracts millennials so that people actually want to win the
piece.
We believe this strategy will work with millennials as well as others, but especially millennials because they
are not at the point in their lives where they can go out and buy an expensive piece of art. The more art studios
they go to, the higher their chances are of winning so hopefully this will motivate people to get out on the trail
to as many locations as possible. Also if people submit photos from all the studios they visit, this will provide
CAP with statistics on which studios are the most popular and which are not. These statistics will give CAP a
basis for marketing and an understanding of how they can better help each artist. If this is successful we will
implement it at more of the events.
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31. Situational
Analysis
Measurement
& Evaluation
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32. Objective 1: Increase brand awareness for CAP and the programs, grants, and the events they oversee.
Interaction: CAP’s brand platform will be measured through consumer engagement and recognition. This can
be judged by looking at the number of followers gained both online and at events. Additionally, we find that it
is also important to analyze the consumer reactions and engagement online. To assess this information, CAP
should look at comments, mentions, and tags on all social media. We recommend tracking this data quarterly as
well as paying attention to what people are saying about CAP and where. Based on these interactions CAP can
see if there is a clear understanding and connection with the brand.
Google Alerts: To see how many people are aware of upcoming events and are talking about CAP in general,
the organization should set up Google Alerts. By using Google Alerts, CAP can be notified when any of their
keywords are used or mentioned. Some keywords CAP should be tracking are “Community Art Partnership,”
“Ithaca Art,” and “Ithaca Art Trail.” By doing this, CAP can keep an eye on what kind of press they are getting
and from where. Google Alerts are helpful because users can first define their keywords and will then receive
an email from Google Alerts with a list of articles that mention the selected keywords.
Objective 2: Implement strategies for tracking and identifying the profiles of current event attendees.
Survey Monkey Analytics: To profile event attendees, we recommend implementing a survey. A great way
to create and track a survey is through Survey Monkey as they organize data and allow you to arrange the
information in various forms. According to the Survey Monkey site, through their analytics you can, “see a
summary view of your data; browse individual responses; create and export dynamic charts; use filter, compare,
and show rules to analyze specific data views and segments; view and categorize open-ended responses, and
easily download your results in multiple formats.” Through analyzing the data collected from the survey
questions through Survey Monkey, CAP can better grasp the demographics of their current attendees (Appendix
E).
Observational Data Collection: Being that CAP helps to put on many events that get alot of traffic, they
should not only measure attendee traffic through a survey, but can actually attend the event. Through having a
board member, volunteer or intern at each event, CAP can collect observational data. Using observational data
as well as data from the survey CAP can measure who is at each event because they have personally seen and
analyzed the situation.
Email Lists: As artists and galleries register with CAP, artists are required to set up email lists. As people walk
through the door or purchase a piece of art, they are asked to input their email into an email list. To utilize these
email lists, CAP should compare artists lists to see who their “frequent flyers” are. Through cross-referencing
artists lists, CAP can see the studios their customers visit and how often.
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33. Situational
Analysis
Objective 3: Build a strategy for increasing attendee participation of the target audiences for CAP programs.
Number of customers or attendees: To analyze attendee participation, CAP should be measuring the number
of customers they have gained and lost. Through doing this, CAP can see if they are meeting customers needs
and gaining new audiences. Additionally, CAP can measure customer satisfaction and retention by tracking the
number of repeat attendees through polls or observational tracking. This will also allow the organization to see
how loyal their audience is.
Social Media Analytics: CAP’s social media should be measured and evaluated through the analytics of total
followers, likes, comments, and shares throughout social media platforms.These analytics will be monitored
and recorded on a weekly basis so that trends and progress can be evaluated over time. To properly and more
efficiently track this data, we recommend monitoring social media engagement by using Hootsuite. This is a
program that allows users to monitor all of their social media sites in one place, interact in similar ways on each,
and schedule posts in advance. Using this application, CAP can see what kinds of posts are getting the most
interaction and on what platforms.
Website Analytics: The CAP website can and should be tracked based on shares, conversions, and clicks. There
are applications for most website builders which allow you to find analytics for your page. For example, CAP
can use Google Analytics to track traffic to their site.
Net Promoter Score: CAP should be measuring how much value their event brings their attendees. To measure
this, CAP should be asking their current audience simple questions such as, “how likely are you to recommend
this event to a friend?’’ Through doing this, CAP can track who would promote their event, who is vulnerable
to switching to other events or organizations and who is likely to spread negative reviews. This is an important
key performance indicator for CAP as those who rate the event as “below satisfactory” could damage the events
brand image.
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34. Situational
Analysis
Timetable of
Campaign
34

35. 35

36. 36

37. 37

38. 38

39. Situational
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Proposal
Budget
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40. Situational
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41. Situational
Analysis
ABOUT THE AGENCY
This strategic consulting experience creates a transformational learning environment for
the students enrolled in this senior capstone course (PRLAB ~ Lab17) in the Department of
Strategic Communication at Ithaca College.
The agency simulation of Lab17 allows for situated cognition – or learning in context – a
concept at the forefront of contemporary educational reform. As higher education moves away
from strictly content-laden curricula to curricula that emphasizes experiential learning, it is
critical that strategic communication majors have the requisite knowledge and skills to use
simulation as an apprenticeship that leads directly to securing employment.
Lab17 operations consist of a set of activities that naturally overlay a business setting with a
focus on three elements: business coaching, executive briefings and longitudinal assessment.
The instructor assumes the role of a strategic consulting coach while mentoring students
through a series of executive briefings. These briefings enable the instructor to evaluate students
according to a rubric designed after Bloom’s revised hierarchy of learning. As well, an element
of learner self-reflection is core to the success of this simulation.
Lab17 provides a rich learning opportunity for students to integrate theory with practice while
making real-time strategic communication decisions in an environment that embraces failure as
much as it applauds success.
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42. Situational
Analysis
ABOUT THE AGENCY
Name
CEO
Ann-Marie Adams loves words, written and spoken as well visually relayed.
She is a communicator, educator and writer with nearly two decades of
experience in public relations, social networking, events management and
advocacy. Her academic pursuits focus on the evolution of discourse and
sees significant cause to position new media and mobile technology as the
cultural keys to success in all communications.
Her first creative collection, Aquabet published in 2010 reimagines the
letters of the American alphabet as sea creatures. In 2017 she will publish
Word Strings: Pearls of Wisdom for Everyone, a collection of narrative
phrases that frame words around emotions for comfort, insight, and
inspiration as well as to simply acknowledge a state of being.
Currently Ann-Marie splits her time between the Lowcountry region of
South Carolina, the Finger Lakes region of New York, and East Tennessee to
teach, write, and porch sit.
Glenn Tobey
Operations & Organizations
Glenn is a senior Integrated Marketing Communications major at Ithaca
College. Outside the agency, she enjoys exploring the Ithaca area and
cooking new cuisines. Glenn hopes to move out to the West Coast after
college where she will look for a job in branding or marketing. She would
describe herself as Talkative, Light-Hearted, and Hardworking.
Emily Glickman
Operations & Organizations
Emily is a senior Integrated Marketing Communications major and a Health
minor from Oceanside, NY. Throughout the years, she has gained experience
from various internships ranging from event planning and promotions to
public relations and social media management. Living just five minutes
from the beach and forty minutes from New York City, Emily gets the best
of both worlds. She hopes to travel after graduation and eventually wants to
work at a public relations firm or a non-profit. She would describe herself as
Outgoing, Kind, Hard-Working and Open-minded.
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43. al
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44. al
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Appendix A: Example of one of the programs, the Greater Ithaca Art Trail yearly budget.
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45. Situational
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Appendix B: Target Audience technology usage data
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46. al
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Appendix C: Research questions we used while on the Art Trail and research results
Art Trail Weekend 1
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47. Situational
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48. al
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49. Situational
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Appendix E: How to use Survey Monkey Analytics
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50. al
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51. al
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52. Situational
Analysis
Reference Sheet
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2. (https://www.mediapost.com/publications/article/229241/millennials-most-digitally-connected-
generation.html)
3. (https://www.cnbc.com/2017/01/12/paid-media-spend-on-social-up-by-65-percent-instagram-leads-
growth-report.html)
4. (http://iop.harvard.edu/iop-now/how-millennials-use-social-media)
5. https://www.bluefountainmedia.com/blog/advantages-of-social-media-marketing/
6. http://adage.com/article/digitalnext/reasons-focus-earned-media/227586/
7. https://www.insidehighered.com/news/2016/03/14/study-shows-87-decline-humanities-bachelors-
degrees-2-years
8. http://shc.stanford.edu/what-are-the-humanities
9. https://www.theatlantic.com/business/archive/2016/09/fear-of-a-college-educated-barista/500792/
10. http://bfamfaphd.com/#topic-about
11.
12. https://www.eventbrite.com.au/blog/increase-revenue-event-data-ds00/
13. https://www.nytimes.com/2014/03/20/arts/artsspecial/wooing-a-new-generation-of-museum-patrons.
html
14. https://www.guggenheim.org/about-us
15. http://libraries.pewinternet.org/2013/10/02/new-reading-data-from-the-neas-survey-of-public-
participation-in-the-arts/
16. https://www.niche.com/colleges/search/best-colleges-for-art/
17. https://www.americansforthearts.org/by-topic/arts-education
18. http://bfamfaphd.com/wp-content/uploads/2016/05/BFAMFAPhD_ArtistsReportBack2014-10.pdf
19. http://www.artspartner.org/content/view/2014-artist-s-consultants.html
20. https://www.insidehighered.com/news/2016/03/14/study-shows-87-decline-humanities-bachelors-
degrees-2-years
21. https://www.insidehighered.com/news/2017/02/21/liberal-arts-students-fears-about-job-market-upon-
graduation-are-increasingly
22. https://yaledailynews.com/blog/2009/11/20/expenses-a-concern-for-arts-majors/
23. https://www.campusexplorer.com/college-advice-tips/BA3CDD63/Can-You-Get-Financial-Aid-for-Art-
School/
24. http://www.ithaca.com/special_sections/ithaca-is-a-canvas-public-art-around-the-city/article_372cd352-
1022-11e3-bec9-0019bb2963f4.html
25. http://www.artspartner.org/content/view/CAPGrants.html
26. https://help.surveymonkey.com/articles/en_US/kb/How-to-analyze-results
27. https://earts.org/grants/
28. https://www.publicartfund.org/public_programs
29. https://thrivehive.com/how-to-use-hashtag-marketing-to-grow-your-business/
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