The document is a public relations proposal presented by ContourPR to their client, the Handwerker Gallery at Ithaca College. The proposal includes an executive summary, situation analysis, SWOT analysis, research findings, objectives, target audiences, strategies and tactics. The key objectives are to build awareness of the gallery, increase its prominence on campus, increase attendance and position it as an important cultural resource. The strategies proposed include increasing media coverage, boosting social media presence, engaging students, and cross-promoting with other campus groups. Tactics focus on press releases, social media campaigns, collaborations, and student exhibitions.

1. H
A
N
D
W
E
R
K
E
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GALLERY
PUBLIC RELATIONS PROPOSAL
Presented BY:
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DEC. 10, 2014

2. TABLE OF CONTENTS
3. ABOUT THE AGENCY
4. EXECUTIVE SUMMARY
5. SITUATION ANALYSIS
7. SWOT ANALYSIS
8. SEcondary Research
10. OBJECTIVES
11. TARGET AUDIENCE
15. STRATEGIES
19. TACTICS
29. EVALUATION/measurements
31. TIMETABLE
32. BUDJET
33. Our Team
36. final note

3. Contour PR Agency is located on the Commons
in Ithaca, NY. We are comprised of engaged and
proactive students hoping to satisfy every desire
of our individualized client. We strive to generate
an educated and enthused voice for our clients
through our effective PR campaigns. As a team, we
work to please the client. Our clients share our
vision as well as our values. We pride ourselves on
creating and delivering innovative plans catered
needs and wants.
ABOUT THE AGENCY
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4. EXECUTIVE SUMMARY
The Handwerker Gallery provides an outlet for creative work and intellectual
discourse for the greater Ithaca College community. We feel that it is under
appreciated on campus, mainly because of the lack of awareness. With the
Handwerker Gallery being our client, we have the opportunity to position the
gallery as a creative and cultural center on campus.
Our goals are to build awareness, position the museum’s prominence on campus,
increase attendance and promote the gallery as an important cultural resource
for the community. We feel that with the proper exposure and a well-executed
strategy we can generate more attendance to the Handwerker Gallery.
We would like to thank the Handwerker Gallery for giving us the opportunity to
create this public relations proposal, and Mara Baldwin for answering our initial
questions.
EXECUTiVE SUMMARY
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5. The Handwerker Gallery works to create an integrative arts space that
enriches the intellectual and creative life of Ithaca College as well as the
greater Finger Lakes region. The gallery distinguishes itself as a creative
laboratory for innovation and collaboration in the visual arts. Additionally,
the gallery strives to unite the various schools of Ithaca College and the
greater Ithaca community by providing a platform for the access to and
interpretation of art through an innovative calendar of exhibitions, events,
and publications.
SITUATION ANALYSIS
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6. Research
In our survey, we opened up students to suggestions of what they would like
to see added to the gallery. A few suggestions we extracted directly from the
survey results are:
· “More poetry readings and a chance for IC students to submit their work
for an exhibit”
· “Last year the gallery had interactive exhibits all around campus (the
most popular being the wish tree), and I think that was one of the gallery’s
best ideas.”
· “More advertising!”
· “Poetry!”
· “More diverse lectures and events.”
From this feedback, we were able to articulate strategies and tactics that
community and on campus.
Situation Analysis Cont.
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7. S.W.O.T. ANALYSIS
Strengths
- Not in competition with galleries in town
- 91% of students are aware of gallery
- 75% of respondents have visited it
- IC’s primary source of art history and
exhibitions
- 71% of respondents reported having some
kind of interest in art.
Weaknesses
- Most students visit the gallery as a
requirement for class, credit, theme event, etc.
gallery, rather than impressed
- Not a topic of conversation for most students
Opportunities:
- Students want to showcase their own work
- Students want to see their peers’ work
- Awareness can be increased simply by
advertising more
- Staircase up to library is an excellent spot
to advertise to students of all majors
- Collaborating with another gallery or
art-based organization
- Creating an organization for all IC art
lovers
Threats
- Cornell’s Johnson Museum of Art - more than
80,000 visitors each year
- As industry trends diminish, Gallery may be
dissolved as well
- Losing interest among non-majors
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8. Competitor Research:
of the Art Gallery and Cornell’s Johnson Museum of Art to be
Handwerker’s primary competitors. Our primary survey research
actually showed us that the State of the Art Gallery could be
eliminated as a competitor, as only one respondent was aware
of SOAG and this person was the only non-student we had in our
pool of respondents. On the other hand, Cornell’s Johnson
Museum of Art poses a bit of a threat as it receives over 80,000
visitors a year and presents over 35,000 works spanning 6
millennia. Survey respondents who have visited Johnson
reported that they were especially attracted to its diverse range
of artwork from a variety of cultures, large size, complex
ceiling, and the presence of natural light in various galleries.
While changing any sort of architecture is out of the question,
Handwerker could try imitating some of what makes Johnson so
intriguing by diversifying its exhibitions even more, or even
potentially collaborating with Johnson.
SECONDARY RESEARCH
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9. SEcondary Research
As far as search engine optimization, the Handwerker Gallery’s webpage is the
Handwerker’s search history on Google Trends, we found there was not enough
trend history of art gallery exhibitions in general.
As you can see, interest in art
gallery exhibitions has sadly
decreased over the years,
but we have brainstormed
ways to generate interest
in the Handwerker Gallery
campus-wide and bring in
students from all majors.
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10. The Public Relations plan for the Handwerker Gallery is designed to achieve the
following objectives:
1. Build awareness of the gallery’s collections, publications,
exhibitions and events
2. Broaden the gallery’s prominence on campus
3. Increase attendance and motivate people to visit the
gallery
4. Position the gallery as an important cultural resource in
the community
OBJECTIVES
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11. Our public relations team chose three distinct target audiences, which we feel are untapped
resources the Handwerker Gallery could market towards in order to increase visitor rates and
media presence. These target audiences are parents of Ithaca students, Ithaca students who
are not aware of the art presence on campus, and out of town visitors who have an interest in
art. These three audiences are unique in their own ways, and can be accessed through a
variety of public relations strategies. We chose parents of Ithaca students because this
audience frequently visits campus, whether they are dropping of their students at
orientation or picking their students up for holiday break, or attending their student’s
graduation. We chose students who are not aware of the art presence on campus because
these students are on campus 24/7, yet are not aware of the Handwerker Gallery’s
Ithaca is a big tourist attraction in upstate New York, and the town’s art scene attracts many
different people from all over the region. Through the use of print media, social media, and
advertising around the area of the Handwerker gallery, these audiences will be reached with a
memorable message that increases their awareness of the Handwerker Gallery and what it has
to offer.
TARGET AUDIENCE
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12. Tim and Lisa are excited that their daughter
Sarah chose to attend Ithaca College for the
next 4 years. Sarah is attending Ithaca for the
Theatre Arts program, and their family has an
interest in theatre, museums, and art
exhibitions. Tim and Lisa were walking on
campus to drop Sarah off when they decided
to pick up the latest edition of The Ithacan to
check if any local art events were showing.
They saw an advertisement for Ithaca
College’s Handwerker Gallery, which was
showcasing a new exhibit on African-
American artists from the 1920’s. Tim and Lisa
decided they will head over to the
Handwerker Gallery to check out the new
exhibit.
Tim & LISA
TARGET AUDIENCE
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13. Kelly and Chris are students at Ithaca College. Kelly is
a PT major, and a cross-country runner. Chris is a Sports
Management major, and plays for the men’s soccer
team. They are involved in athletic events on campus,
but have been trying to spice up their relationship and
is leaving the library when she passes by the
Handwerker Gallery. She is immediately drawn to the
study lounge area, seen through the gallery’s windows
and she decides to walk in. She notices how calm and
relaxed the atmosphere of the gallery is compared to
the nosy ambiance of the library. The next Sunday, she
and Chris decide to study in the galley, enjoying a part
of their campus that they normally do not visit. After
their relaxing visit, they agree to visit the Handwerker
Gallery once a month together, to take some time to
participate in a newfound activity they can share
together.
TARGET AUDIENCE
Chris
& KElly
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14. Norman and Karen are a happy couple who live
in Boston. Norman is a history professor at Boston
College, and Karen works at a major art museum.
Karen, while middle aged, has a job at the museum
that requires her to keep up on the latest art news
trends on social media. She is doing research on a
on twitter to a photograph by a photographer that is
displayed at the Ithaca College Handwerker
Gallery. This photograph is displayed on the
Handwerker Gallery’s Instagram account, and has
been “liked” by local members of Ithaca’s art
community. She and Norman decide to plan a
weekend getaway to Ithaca, with the Handwerker
Gallery at Ithaca College among their top
destinations to visit.
NORMAN & KAREN
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TARGET AUDIENCE

15. The Public Relations Campaign for the Handwerker
Gallery is designed to target our desired target
audiences through a number of strategies:
1. The lack of awareness around campus of the
Handwerker Gallery and all that it offers is currently a
major weakness for the gallery. To increase awareness,
we are going to generate story ideas for coverage in
traditional media outlets in Tompkins County and the
Finger Lakes, as well as generating stories for on
campus publications. With this, we hope that the
increased awareness will lead to higher attendance.
We want to be able to provide a platform for students
to facilitate the dialogue about global ideas, issues,
advocacy, activism and critical discourse
Strategies
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16. 2. Currently, the Handwerker Gallery social
media consists mainly of sporadic Facebook
posts. It is important to engage with our
audience, and the best way to go about this is
through more active social media accounts.
As a Gallery, we feel the most effective way to
show what we have to offer to our potential
audience can be shown through Twitter,
Instagram and Facebook posts. Through these
different channels, we can show all that we
have to offer from pictures of current pieces in
the gallery, to event posts to show our
audience different activities that we are
offering.
Strategies
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17. 3. The Handwerker Gallery has the potential to
be a creative hub at Ithaca College. We see the
Handwerker Gallery as the platform for students
and faculty to showcase their works for their
peers and have it be an opportunity for hands on
learning in the planning and implementation of
exhibitions. We want the gallery to be an integral
part of an Ithaca College art scene that
enhances the great academic offerings already
available to students and faculty. Students and
faculty should be able to use the Handwerker
Gallery as a creative outlet that stimulates
engaging and meaningful art centered visitor
experiences for diverse audiences.
Strategies
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18. 4. Creating a welcoming environment for
students to visit the Handwerker Gallery is
important when considering ways to increase
attendance. Students should feel comfortable
and welcoming when browsing to increase
the probability of them telling their friends
and returning for future visits. Also, tying in the
Handwerker Gallery to current and future IC
and ICSM curriculum would generate more
interest, with certain classes requiring visits to
the gallery.
Strategies
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19. Objective 1: Build awareness of the gallery’s collections, publications,
exhibitions and events
In order to build a greater awareness of the gallery and all that is has to
traditional media outlets in Tompkins County and the Finger Lakes and
in college publications. For example, publications like the Ithacan,
Ithaca Today, Tompkins Weekly and Cornell Daily Sun and Cornell
Chronicle.
To do this, we could invite reporters to come to the gallery, peruse the
showcasing his or her work. It would be advantageous to create some
to editorials and various publications. In addition, sending out detailed
press releases a week in advance about any shows or events
happening in the gallery would generate some publicity outside of
campus. It would also be favorable to invite local bloggers to the show
they would be interested in doing an interview or a feature of an artist
before the event. We could then document and post all blog
advertising on the gallery’s social media accounts.
TACTICS I
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20. Objective 2: Broaden the gallery’s prominence on campus
Social media will be a key factor in reaching our audience. Creating Twitter and Instagram
accounts and also expanding on the Facebook page would attract more of our target
audience. While the Handwerker Gallery has already established a Facebook, Twitter and
Instagram account, there is still more that can be done to increase the gallery’s social media
presence. We believe these various social media platforms can create more of a
connection between our audience and the gallery. Having these various social media
accounts will also defer the cost of mail paper announcements. In order to maintain these
social media platforms, it would be a great opportunity to have one intern each semester
to be responsible for the social media accounts. Interns will be in charge of posting content
daily all the while being consistent and relevant. To do this, it would be opportunistic to create
The organization can consist of 3-4 students with an interest in social media to generate
content and posts for the social media platforms. The students will be in charge of creating
contests and campaigns to entice people to visit the gallery. For example, during the shows
also ask the artist if they would be willing to take over our own Handwerker Gallery social
media accounts to recount their own artistic process.
TACtICS II
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21. TACtICS II
NEW LOGO
approved for an on-campus gallery, it would
be a great way to easily coordinate and
connect various social media outlets of the
gallery, while also making branding more
successful. Logos help solidify the quality and
simple way to strongly represent their
associated group’spurpose. This image could
be featured on stickers, postcards, posters,
pamphlets, and practically any material that
involves the Handwerker Gallery. While this
logo is uniquely its own, it was designed to
College.
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22. potential improvements : Instagram
OLD NEW
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23. r
potential improvements : Twitter
OLD NEW
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24. Objective 3: Increase attendance and motivate people
to visit the gallery
We want the gallery to be a comfortable place where
people can come in, relax and enjoy the ambiance
the gallery has to offer. In doing this, it would be
imperative to cross collaborate with other public arts
initiatives such as the Music School, the Theatre
Department and the Park School. For example,
Musician Night at the gallery would have volunteer
student musicians perform before and during opening
receptions for exhibitions. Volunteer Park students can
market the shows, events and exhibitions with student
made posters, which would have to be looked over
and deliberated upon before putting up. Posters need
College regulations.
TACTICS III
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25. r
In addition to collaboration, creating an Open Submissions Event for students would be highly
Several respondents suggested the idea of having shows where students have the opportunity to submit
work, This gives us high hopes for this campaign becoming a success. We built even more off this idea
and came up with ways to also make student shows a fundraising opportunity, and a chance to work
together with local businesses. We suggest holding these student exhibitions twice a semester, one
before the mid-semester breaks, and one at the end of each semester. Opening the exhibitions up to
students of all majors would also help increase Handwerker’s awareness throughout IC. You could
possibly even give themes to each of the exhibitions. For example, you could have students submit work
you could have students pay a small fee to submit artwork. Prizes such as “Most Innovative”, “Most
Powerful”, or “Overall Best” could be given out before the end of each show. Prizes could be given out
based on votes from faculty and students. Bringing in a diversity of students to vote may be a challenge,
vote. You could ask for donations for local businesses, such as free movie tickets from Cinemapolis, 50%
off ticket purchases at the State Theatre, or gift cards to Purity and CTB, which would supply the prizes
that students can enter to win. This also presents an excellent opportunity for you to team up with other
businesses and increase presence in the Ithaca community.
TACTICS III
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26. impressionable aura, we want to
are stressful and the gallery has a very
soothing ambiance to it that is very
under utilized. With the implementation of
a lounge and study area, students would
be more likely to enter the gallery and
stay. Incorporating the gallery as a place
to sit, stay and work can provide an
exposure that has not been implemented
before.
TACTICS III
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27. r
Objective 4: Position the gallery as an important cultural resource in the community
While Ithaca College students are one of our target audiences, they are not the only audience we want
to reach. We have a whole community of art oriented residents who would love to be a part of the Hand-
students and parents to actually come into the gallery during their tours, whether that be the tour guide
physically bringing their group into the gallery or simply offering it as an extra tour at the end, this would
drive more prospective students and parents into the gallery. Doing this will provide that prospective stu-
dents and parents are aware of the gallery’s presence and know where it is located.
TACTICS IV
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28. downtown would open up the idea of cross promotion. We could potentially integrate
and hold events during Gallery Night that coincide with the downtown Ithaca
community. Student artwork could potentially be show in the State of the Art Gallery
while local artwork could be showcased in the Handwerker.
TACTICS IV
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29. r
- We will track the number of
“likes” on Facebook and
Instagram and followers on
Twitter.
- We will use these platforms
as a way to generate
feedback from the target
audiences
MEASUREMENTS
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30. MEASUREMENTS
Attendance of Events
- We will keep track of the number of people attending the
events prior and then after the implementation of these ideas.
Monitor Press Coverage and Media Impressions
- We will observe the amount of media coverage
throughout the campaign and keep a record of the amount
of publicity the Handwerker generates in each type
of media.
Comment Cards and Surveys
- We will measure product satisfaction in a survey style
comment card that would be available at the shows and
events.
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31. r
TIMETABLE
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32. The Handwerker Gallery is an institution that prides itself on
creating successful events with a small budget. Our budget is
very low cost, comprised solely of printing costs. Press releases
would be sent electronically to minimize printing costs. The
other promotional costs would be a press kit that was sent out
to publications.
Print Advertising Costs for Shows (at Staples):
1 Framed Poster for advertising shows= $69.99
25 brochures = $34.99
100 postcards = $34.99
Total= $157.96 x 2 shows each semester = $315.92
Other promotional materials estimate (Press kits)= $30
$345.92
Estimate cost of prizes if not donated = $80
Total = $425.92
BUDGET
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33. r
Meet our team
Jesse Bunch is a sophomore at Ithaca College and is a major in Integrated Marketing
Communications and a minor in Environmental Studies. Next year he plans on interning
with an advertising agency through Ithaca College’s Los Angeles program. After
graduation he hopes to work for an advertising agency in New York, which is close to his
home in Philadelphia. Over the past few years, Jesse has interned for Milkboy Studios, a
recording studio in Philadelphia that has done recording work for Justin Timberlake and
done marketing along with advertising for these brands, and loves working on creating
new marketing strategies for companies.
Taber Tyrrell is a junior at Ithaca College’s Park School of Business and is a
Business Administration Major with a concentration in Management. Last
semester in the spring of 2014, he studied at Anglo American University in
Prague, Czech Republic. Over the past three summers he has worked for his
father who is an engineer that works for a computer software company called
Verdasys. Taber was born in Boston, MA and attended Andover High School
in Andover, MA.
Jesse Bunch
Taber Tyrrell
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34. Meet our team
A junior at Ithaca College, Kyle is majoring in Integrated
Marketing Communications. Next semester, he will
continue his studies at Ithaca College while working at
Catholic Charities Tompkins Tioga in downtown Ithaca as a
marketing intern. After graduation, he plans on getting a job
in market research. Kyle was born and raised in
Reading, MA, and attended Reading Memorial High school.
A native of Syracuse, NY, Emily is currently pursuing her B.A. in
Integrated Marketing Communications with Minors in Art and
the Honors Program at Ithaca College. Post IC, Emily hopes
to make her permanent home in the country of New Zealand
photographer, she hopes to travel to all ends of the earth as a
creative blogger before taking on a serious career.
Kyle Mccarthy
Emily Renne
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35. r
Meet our team
Shey Aponte is a sophomore Integrated Marketing Communications major
with a minor in Women and Gender Studies. Shey has interned for the
Downtown Ithaca Alliance as a marketing intern and is currently a student
ambassador for the scavenger hunt based app, Campus Pursuit. Originally
from New Jersey, Shey plans to study abroad in Australia next Spring, gaining
Greg LaPierre is a junior Fine Arts major and IMC minor at Ithaca college. His
work is mainly focused in illustration and graphic design. He is also currently
interning at The Ink Shop in downtown Ithaca, which is a studio and gallery
space for local printmakers. He thoroughly enjoys freelancing and creating
transform into a career. Over the summer, Greg plans to study printmaking
possible.
Shey aponte
Greg LaPierre
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36. Contour Public Relations found the Handwerker Gallery to
be an exquisite and inspiring entity to Ithaca College. The
talent showcased within the Gallery is equally incredible,
which contributed to our passion to effectively reach the IC
and Ithaca Community in our proposal. Learning about the
Gallery and constructing opportunities to promote its
image and presence has been our pleasure. The Gallery
Best Wishes,
Your Friends at Contour PR
THANK YOU
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