Aam Project
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- 2. Background SWOTAnalysis Competitive Analysis Media Strategy Goals, Objectives Media Messages Target Market Pitch, Tactics, & Channels 2
- 3. Create Media Strategyfor upcoming exhibit Challenges Private Collection No evening events scheduled at museum AAM Foundation Connection with Private Collector Expectations Smaller audience Education – few calligraphy works exist outside of private collection 3
- 4. Strengths Weaknesses Asian population more Exhibit too focused on interested in their calligraphy cultural history Existing member base Competing museums and other activities in Good Brand Image and city Reputation Lack of recognition of new brand 4
- 5. Oppor tunities Threats Expand Media Reach Holiday and travel season (i.e., Promote via KQED and 96.1 & Tech Media) Other art exhibits and activities vying for public attendance Strengthen relationship with Asians and other new audiences Tech community lacks interest in art Increase membership and attendance 2012 Presidential Campaign Media Coverage Holiday Traffic 5
- 6. Museum Description Position Prices (General Admission) Works explains the culture and One of the finest Adult $17.00 Asian Art religion in different countries of museums in San Senior $13.00 Museum the Asian continent. Francisco. College $12.00 Youth $7.00 A large exhibition of American Art Fine arts museum located Adult $ 11.00 De Young between the 17th and 20th in the heart of Golden Senior $ 8.00 Museum centuries. Of equal importance is collection of African and Pacific art. Gate Park Student $ 7.00 Youth $ 7.00 Works of artists such as Matisse, Cultural Star of the city – Adults $18.00 SF MOMA Picasso and Dali on display 2nd most important Seniors $12.00 museum in the U.S. after Students $11.00 the NY MOMA Works of Rodin, Rembrandt, Best collection of works of Adults: $10.00 Legion of Monet as well as many other art of the city is shown Seniors $7.00 Honors famous artists. Youths Students $6.00 $6.00. Note: Children under 12 or 13 and Members are Free at all Museums 6
- 7. Goal To raise awareness of the exhibit and museum among art- lovers and new alternative audiences by 10% to 20% between 5 Oct. and 30 Dec. 2012 Objectives Increase interest and attendance among people in the technology industry and new audiences Educate and engage the Asian community locally and internationally through exhibit and programs Increase and acquire publicity for both the museum and the calligraphy exhibit 7
- 8. 1. Asian 2. Art 3.Tech 8
- 9. Asian Families Calligraphy lovers 2nd Generation Asian Older generation Asians immigrants who love calligraphy Asian Family: teach children about Asian New Asian artists who culture want to learn from the Mix race marriages: exhibit show spouse the Asian culture 9
- 10. Cultural Vultures (Core) Art Newbies • Females, Caucasian Interested in whatever is new • Tourist (especially (technology, store openings, European/German) etc.) • Well-educated Fashion-conscious • Visits other art-focused Cultural Influencers/Leaders events/activities Not easily intimidated • Incomes over $100k; half with Open-minded under 25k Likely to frequent underground • Actualizers (art professionals/students) activities Middle-class socio-economics • Galleries essential to quality of life • Social Spacers (attend fundraisers, Not comfortable with art art openings) terminology • Sensualists (seek emotional, high Based onsensory or Wallace and Trust grantees Psychographics Roundtable 5/20-5/21/09 presentation by intuitive experience) 10
- 11. Research and buy multiple tech products Like to stay up to date on the latest gadgets Often represent early adopters of new technologies 51%* of Gadget Lovers read news online revisiting these sites several times per day: MSNBC, Foxsports and Wonderwall 11
- 12. Exclusive The Cultural Private Asian Significance of Collection Community Calligraphy Art Lovers The Beauty EXHIBIT KEY MESSAGES of Visual Hidden World of Highest Poetry -- Calligraphy… form of art Calligraphy It’s relevance, in China uniqueness and impact on the world Tech Gurus AAM’s New Branding, Tech Jerry Yang’s Unique Tycoons Unique and Exhibitions & Passion Exclusive Art Innovative for the Collection Programs Arts 12
- 13. 1. Existing Members 2. Press 3. General Public 13
- 14. Receive Special invitationwith quote from Jerry Yang… ”Like all great art – the best calligraphy looks like water flowing and words signing off the paper…” 14
- 15. Press Conference Feature museum director, curator, Jerry Yang and Xu Bing Private Tour Personalized Framed Calligraphy Receive Press Kit 15
- 16. Create Media Kit to include: Press Release Bio for Jerry Yang and Xu Bing Press FAQ’s (external only) Interview list or Information Calendar Listings Ticket to Museum and Exhibit Link to online Press Gallery with photos, release, interviews with Jerry and Xu, and curator or director 16
- 17. Calligraphy Competition Pre-Invite 30 to 50 calligraphers Local Celebrities Serve as Judges (i.e., Mayor of SF, President of SF Art Assoc., Jerry Yang and Young Star) Public observes contest and judging All work and photos from event featured on AAM’s website Viewers can vote for top 10 Calligraphers Winners’ artwork displayed in SFO Airport – International Terminal 17 Image from: http://www.yesan.go.kr/eng/sub/sub02/sub_02_06_05.jsp
- 18. Media – Events Online Collaboration Traditional and (including social Electronic media) Technology & New Groups Art Lovers Asian Community (local and international) 18
- 19. Objective: Increase interestand attendance among people in the technology industry and new audiences Reach out to San Francisco and California Bay Friends of Calligraphy groups to offer discount group tickets in exchange for promotional opportunities (newsletter listing or article, website link and button, announcements, SM, etc.) Pitch to Tech focused newsletters, social media Tom Foremski – Silicon Valley Watcher Jon Swart – NBC Bay Area sites, print media and companies. Angle on Jerry’s @TechChronicle - The technology blog of success in the technology industry and art world the San Francisco Chronicle Website Contests Winners receive discounts/special offers Raffle off private dinner and tour with Jerry Yang Dinner for 5 people. Enter via website – perks for entering 19
- 20. Objective: Educate andengage the Asian community locally and internationally Pitch to Asian focused newsletters, social media Asian Week China daily sites, printed media and radio. weibo.cn (social media) Angle: The education and importance of calligraphy ICN (TV channel) in the Asian culture Reach out to Asian community groups, associations Asian American Women’s Art Association and youth groups (including schools) to promote event and invite to contests Partner with travel industry newsletters and on Korean Airline board magazines Raffle off private dinner and tour with Xu Bing, Jerry Dinner for 5 people. Enter via website – perks for entering Yang and Curator of AAM 20
- 21. Objective: Increase andgenerate publicity for both the museum and the calligraphy exhibit Partial Exhibit at SFO Museum or in International Feature Calligraphy contest winners Terminal Online Contests like guess the Celebrity Tattoo and Receive discounts/special offers Pinterest Contest Online activities such as free translations of words into calligraphy via website Advertising BART, Muni Calligraphy Content and Promotions Promote contest including voting opportunities, celebrity judges and feature pieces 21
- 22. August September October November December EXHIBIT EXHIBT OPENS CLOSES Pitch Media Press Launch Social Announce Holiday Conference Media Sites & contest and Contests Online raffle winners Contests Invite Press Partner w/ Gala Host dinners Announce and Public to clubs & with Jerry contest Calligraphy associations Yang and Xu winners Contest Bing Contact SFO Host Announce Set up Display Calligraphy Calligraphy at SFO Contest Contest Winners 22
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- 24. Public Relations Social Media Print – Local and National Art Pinterest Magazines Facebook Page Press Conference Twitter Radio – Interviews Blogs (Asian, Tech and Art) Television Interviews Linkedin targeting Tech Magazines (travel, art and Companies and Prof. technology) Social Network & Bookmarking Direct Mail Sites Postcard Community Relations Tech Cos. And Groups Newsletters and Websites Public & Private Schools Special Events Exhibit Display at SFO International 24
Editor's Notes
- #10 WHY:
- #11 WHY: 1. Art Newbies – based on profile – influencers
- #12 WHY: Jerry Yang connection Silicon Valley huge tech area Pitch to tech media because of the Jerry Yang hook
- #18 Contest Flow: Three “celebrity” judges choose the top 12: San Francisco Mayor Jerry Yang Young celebrity (to be named) Then the public votes via website to narrow down to top six to be displayed in AAM lobby and SFO exhibit Who will be pre-invited: Reach out to calligraphy clubs in area Reach out to art schools Promote on website Allow for day of entry Why important & valuable event: Generates news Highly visual Local Artists will be featured Drive traffic by featuring on website and encouraging voting
- #20 EDIT: Add second column for specifics
- #21 EDIT: Add second column for specifics
- #25 This slide could be more specific about media OUTLETS OR THE Tactics slide could identify which outlets we have chosen Create Media Slide List List out categories (tech, art, etc) and which media groups going after by name Three key messages for the press when we pitch Types of Messages: Hidden world of calligraphy Why calligraphy still relevant or becoming relevant again Beauty of calligraphy & what is it and what makes it beautiful What makes world tech tycoon in calligraphy