The Paper Crane case study by Tyler Anderson, Tori Sheets, Andrew Morris and David Christenson.

1. THE PAPER
CRANE
Project by
Tyler Anderson
Tori Sheets &
David Christensen
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Photos, images, and quotes courtesy of Jesse Melson

2. Jesse and Kylee Melson
opened the art supply
studio on March 2, 2013
The goal of The Paper
Crane is to create and
let people understand
the value of art.
Regular events held at the venue
include:
Art Lessons
Paint parties on Fridays and
Saturdays
Summer art camps &
Gallery shows
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3. Social Media
“Facebook is our biggest outlet for engaging
with customers, of course. That’s what most
companies use is Facebook. It’s the aspect that
it’s free, most of the time… unless you pay for
a sponsored ad, but it’s the best way to reach
people. Our secondary platform is Instagram.
Twitter is usually the third option for me.”
Stats:
Twitter – 117 tweets, following 242,
59 followers, 12 favorites
Facebook- 929 likes, 350 visits
Instagram- 149 posts, 236 followers,
following 422.
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4. “The biggest thing that I’ve noticed is
content, like images especially, that
really engage viewers. I have more
likes from posting pictures of
repurposed wine bottles into
succulent planters draw more likes
than when I put up stuff like gallery
shows. I just feed into what’s popular
at the time, like right now, it’s
recycling and going green.”

5. Social media advertising techniques
“We offer an incentive for check ins. Like
right now, if you check in, you get a free
bumper sticker. It’s essentially cheap
advertising.”
[
“Contests have been successful for us. Most
people like Facebook contests. We haven’t
done one in a while, but we done a raffle for
an easel.
‘If you share this…’ that kind of thing”
]Jesse manages all
social media with
h e l p f r o m t h e
baristas working in
the coffee shop.

6. Branding
One of Jesse’s main challenges is people
calling The Paper Crane just “Paper Crane.”
Sometimes, he kindly reminds folks that
there is a “ The” in th e name .
Special Promotions
The Paper Crane was featured on
KAMR as well as in the Amarillo
Globe News.]
“We also do an email newsletter. That is
helpful to engage those who aren’t on
Facebook, mostly older people. It’s good to hit
that demographic as well.”
[