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CampaignPresentation
Art Studio, Inc. is launching a public relations campaign to secure funds and sustain its arts programming for youth. The campaign goals are to increase awareness, sponsorships, and partnerships. Key stakeholders include potential partners, inactive donors, and potential donors. The campaign objectives are to increase awareness by 10% and create a sense of relevance for 5% of contacts through emails, social media, and letters. It also aims to reengage inactive donors with a 25% open rate and 10% reactivation rate. The campaign timeline involves developing content, establishing partnerships, and utilizing social media with hashtags like #ArtStudioMiami on Facebook, Twitter and Instagram to promote events and measure engagement. Evaluation will track metrics like followers, donors,
CampaignPresentation
- 1. Art Studio, Inc. PUBLICRELATIONS CAMPAIGN By 6S Group
- 2. MISSION, VISION, AND VALUES Mission:To empower young minds by providing arts programs to youth in need. Vision: To heal systemic poverty through the arts. Values: Use the arts to advocate for human rights, develop life skills, and expose youth to professional career paths.
- 3. ORGANIZATION GOAL Secure fundsto sustain programming.
- 4. SWOT ANALYSIS WS TO 1. DevotedCEO 2. 20,000 contacts 3. Enthusiastic mentors 4. Partnership with MDCPS WEAKNESSES OPPORTUNITIES THREATS 1. Funding 2. Low commitment 3. Lack of stakeholder data 4. Unable to email donors 5. Minimal digital presence 1. Foster partnerships 2. Emails from partners 3. Email existing contacts 4. Donor recognition program 1. Low awareness 2. Students’ personal and financial challenges 3. Unsafe community 4. Student transportation STRENGTHS
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- 6. CAMPAIGN GOALS • Increase awarenessof Art Studio Miami • Increase sponsorships and donations • Establish partnerships with like-minded organizations
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- 8. STAKEHOLDERS • Potential Partners •Inactive Donors • Potential Donors
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- 10. BASELINE • Compared ArtStudio’s social media activity to similar programs. • Art Studio measured below average on four basic measures:
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- 12. CAMPAIGN OBJECTIVES Informational: toincrease awareness of Art Studio Miami by 10% among potential sponsors and donors via 9 emails, 40 social media posts, and 50 targeted membership letters sent between January 1 and March 31, 2016. Motivational: To create a sense of relevance and demonstrate value of supporting Art Studio for 5% of contact pool via 9 emails, 40 social media posts, and 50 mailed targeted membership packages sent between January 1 and March 31, 2016. Behavioral: To re-engage inactive donors with 9 emails between January 1 and March 31, 2016 for a 25% open rate and 10% donor reactivation. To grow awareness among potential donors increasing Facebook Page Likes and Twitter Followers by 10%.
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- 14. DEVELOPMENT 4 Weeks BeforeCampaign Launch • Set start date for campaign kick-off • Campaign approved 3 Weeks Before Campaign Launch • Gain access to existing database • Send preliminary email survey to all contacts in order establish a baseline for awareness and identify previous donors from potential donors • Establish and log Key Performance Indicators • Distribute media kit
- 15. DEVELOPMENT 2 Weeks BeforeCampaign Launch • Review/update campaign goals per survey findings • Mail letter to potential partners • Begin backlinking • Review/update campaign objectives per results of stakeholder survey 1 Week Before Campaign Launch • Establish partnership with Little Haiti Cultural Complex for booth at Big Night in Little Haiti
- 16. CAMPAIGN First Month • Beginsocial media posts • Arrange for partner organizations to post about event • Distribute fliers • Email newsletter
- 17. CAMPAIGN Second Month • Eventpreparation for Big Night in Little Haiti • Continue posting per social media calendar • Email newsletter
- 18. CAMPAIGN Final Month • Continueposting per social media calendar • Big Night in Little Haiti • Post-event coverage on social media platforms • Email newsletter
- 19. SOCIAL MEDIA • #ArtStudioMiami •Facebook • Twitter • Instagram
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- 21. EVALUATION • Facebook PageLikes and Twitter Followers • Reactivated donors • Increase in donations • Financial commitment from sponsors • Financial commitment from partners REFINEMENT BENCHMARKS • End of the first and second month • Minimum KPIs by channel • Conduct content analysis to determine which messages are resonating
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