1. Art Studio, Inc.
PUBLIC RELATIONS 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 funds to sustain programming.

4. SWOT ANALYSIS
WS
TO
1. Devoted CEO
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

5. CAMPAIGN GOALS

6. CAMPAIGN
GOALS
• Increase awareness of
Art Studio Miami
• Increase sponsorships
and donations
• Establish partnerships
with like-minded
organizations

7. STAKEHOLDERS

8. STAKEHOLDERS
• Potential Partners
• Inactive Donors
• Potential Donors

9. BASELINE

10. BASELINE
• Compared Art Studio’s social media activity to similar programs.
• Art Studio measured below average on four basic measures:

11. OBJECTIVES

12. CAMPAIGN OBJECTIVES
Informational: to increase 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%.

13. STRATEGY+TIMELINE

14. DEVELOPMENT
4 Weeks Before Campaign 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 Before Campaign 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
• Begin social media posts
• Arrange for partner
organizations to post
about event
• Distribute fliers
• Email newsletter

17. CAMPAIGN
Second Month
• Event preparation for
Big Night in Little Haiti
• Continue posting per social
media calendar
• Email newsletter

18. CAMPAIGN
Final Month
• Continue posting 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

20. EVALUATION

21. EVALUATION
• Facebook Page Likes 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

22. THANK YOU