This presentation was made as part of our communications strategy utilizing social media and traditional media. To learn about our community project, join us at www.admsp.org Visit us at: www.altosdelmarsculpturepark.com and at www.linkingpublic.org

1. PR Communications Strategy
Launching October 1st, 2009

2. This is Maria
Estefania

3. She lives and works in North Beach

4. Maria Estefania
has never
heard of
Altos del Mar
Sculpture Park!

5. Although she
has already
heard of and
visits several
other parks in
North Beach
and South
Beach

6. and takes
part in their
community
programs

7. ...and like Maria Estefania the rest of
the world has not heard about Altos
del Mar Sculpture Park either!

8. The Situation

9. North Beach
Community
ADMSP
The World

10. Main Goal

11. For ADMSP to become known in
the community and world-wide
as the #1 leisure, educational
and cultural destination in the
North Beach section of Miami
Beach, Florida.

12. Target Audiences

13. North Beach
Community
The World

14. Target Audience Segments

15. Local population
National population
International population
Segments:
! Museum directors and board members
! Gallery directors
! private art dealers
! Art collectors
! Curators
! Art historians
! Art critics
! Culture consumers
! Art students and enthusiasts
! Artists
! Non-Profit
! Philanthropists
! Miami Beach, Miami and Florida civic leaders

16. Key Deliverables

17. #1: Local Community
Roll Out Press Release Campaign
Generate national awareness of ADMSP and its main goal among the local community of North Beach,
Miami Beach, Miami, Miami-Dade County, Broward County, Palm Beach County and Florida through local
media and its general local readership.
Generate national awareness of ADMSP and its main goal among the local cultural community, through
prestigious local media and its readership of artists, collectors, curators, gallery directors, museum
directors, arts patrons, and art enthusiasts.
Position ADMSP as the most unique leisure, educational and cultural local destination.
Position ADMSP as the one art destination for viewing established sculptures from the 18th, 19th, and
20th centuries in Miami Beach in the world.
Present the Altos del Mar Sculpture Park!s co-chairmen, President/CEO, Fundraisers, Curator, Donors as
visionaries and passionate champions of sculpture.
Establish ADMSP and its sculpture installations as a desirable and obligatory destination in today!s local
contemporary arts scene.
Affirm the City of Miami Beach, its Mayor Matti Bower, and its civic leaders as passionate and visionary
champions of the arts for the City of Miami Beach, specifically North Beach.

18. #2: The USA
Rollout Press Release Campaign
Generate national awareness of ADMSP and its main goal in the United States through prestigious
national media and its readership of artists, collectors, curators, gallery directors, museum directors, arts
patrons, and art enthusiasts.
Generate national awareness of ADMSP and its main goal among the cultural community in the United
States, through prestigious local media and its readership of artists, collectors, curators, gallery directors,
museum directors, arts patrons, and art enthusiasts.
Position ADMSP as the most unique leisure, educational and cultural destination in Miami Beach, Florida.
Position ADMSP as the one art destination for viewing established sculptures from the 18th, 19th, and
20th centuries in Miami Beach in the world.
Present the Altos del Mar Sculpture Park!s co-chairmen, President/CEO, Fundraisers, Curator, Donors as
visionaries and passionate champions of sculpture.
Establish ADMSP and its sculpture installations as a desirable and obligatory destination in today!s local
contemporary arts scene.
Affirm the City of Miami Beach, its Mayor Matti Bower, and its civic leaders as passionate and visionary
champions of the arts for the City of Miami Beach, Florida.

19. #3: ROW
Rollout Press Release Campaign
Generate international awareness of ADMSP and its main goal in the rest of the world through prestigious
international media and its readership of artists, collectors, curators, gallery directors, museum directors,
arts patrons, and art enthusiasts.
Generate international awareness of ADMSP and its main goal among the cultural community in the rest of
the world, through prestigious local media and its readership of artists, collectors, curators, gallery
directors, museum directors, arts patrons, and art enthusiasts.
Position ADMSP as the most unique leisure, educational and cultural destination in Miami Beach, Florida.
Position ADMSP as the one art destination for viewing established sculptures from the 18th, 19th, and
20th centuries in Miami Beach in the world.
Present the Altos del Mar Sculpture Park!s co-chairmen, President/CEO, Fundraisers, Curator, Donors as
visionaries and passionate champions of sculpture.
Establish ADMSP and its sculpture installations as a desirable and obligatory destination in today!s local
contemporary arts scene.
Affirm the City of Miami Beach, its Mayor Matti Bower, and its civic leaders as passionate and visionary
champions of the arts for the City of Miami Beach, Florida.

20. #4: Video-Clip Campaign
Generate awareness of ADMSP and its main goal anywhere with a video clip campaign as follows:
Video Campaigns I, II & III:
Release Video Campaign I (videos 1-6) every 2 months in 2010
Video 1- AOEAUUEA (Altos del Mar Sculpture Park is for EVERYONE!)
Video 2- ALTOS WHAT?
Video 3- ALTOS WHERE?
Video 4- ALTOS WHY?
Video 5- ALTOS WHERE?
Video 6- ALTOS WHEN?
Release Video Campaign II (videos 6-12) every 2 months in 2011.
Video 1- AOEAUUEA (Altos del Mar Sculpture Park is for EVERYONE!)
Video 2- ALTOS WHAT?
Video 3- ALTOS WHERE?
Video 4- ALTOS WHY?
Video 5- ALTOS WHERE?
Video 6- ALTOS WHEN?
Release Video Campaign III-Butterfly Game (videos 1-4) every month starting 9/11.
Video 1- Egg
Video 2- Caterpillar
Video 3-I Will Be Beautiful Soon
Video 4- I Will Be Beautiful- A Game about Metamorphosis

21. Target Media

22. Public Relations will focus on targeting local, national and international media as follows:
Phase I- Social Media. Create presence and content.
! Connect Sites
! Create Sites
! Discuss Sites
! Promote Sites
! Measure Sites
Phase II- Traditional Print Media. Create awareness through targeted press releases to key
editors of, and writers and critics for the following media (monthlies, weeklies, dailies, and
wire services):
! Architecture
! Art
! Culture
! Design
! Fashion
! Lifestyle
! Shelter/Garden
! Business
! Consumer
! Travel
! Non-Profit
! Philanthropy

23. PHASE I:
Create Social Media Presence/Content

24. CONNECT CREATE DISCUSS PROMOTE MEASURE

25. CONNECT WITH
LINKEDIN, MYSPACE, TWITTER, FACEBOOK,
ILIFE PHPBB
LIVE THE SOCIAL WEB,
UNDERSTAND IT, BE GENUINE!
CONNECT

26. CREATE
SOCIAL MEDIA ASSETS WITH
RSS, WORD PRESS, BLOGGER,
FLICKR, YOU TUBE, WIKIPEDIA
NO ASSETS, NO INTEREST!
CREATE

27. DISCUSS USING
DIGG, DELICIOUS, MIXX,
STUMBLEUPON, REDDIT
NO CONVERSATION ABOUT
ADMSP AND ITS ASSETS?
THEN IT MAY AS WELL NOT
EXIST.
DISCUSS

28. PROMOTE BY CREATING
WIDGETS: WIDGETBOX, WEB
APPS, IPHONE APPS, GOOGLE
APPS
ACTIVELY PROMOTE RIPPLE EFFECT!
PROMOTE

29. MEASURE BY USING XINU,
SHARETHIS, GOOGLE
FEEDBURNER, GOOGLE
ANALYTICS, BLOG PULSE,
TECHNORATI
MEASURE AND RESPOND OR
BE DAMMED!
MEASURE

30. CAST A WIDE WEB
CONNECT CREATE DISCUSS PROMOTE MEASURE

31. INVOLVE CREATE DISCUSS PROMOTE MEASURE

32. PHASE II:
Create Rollout Press Media Awareness

33. Events Timeline

35. Communications Strategy

36. Thank you!