An overview of the social media strategy and implementation behind marketing a successful contemporary art benefit auction.

1. Email and Social Media
Marketing Portfolio
Organization:
Los Angeles Art Association
Event:
2014 Annual Benefit Auction
Categories:
nonprofit, event, art
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Willie Kuo
@freewirry
wkuo.2011@marshall.usc.edu

2. Email and Social Media
Marketing:
A. Master Editorial Calendar
Coordinate communication across
all lists and channels by program
type.
Green = Exhibition
Orange = Earned Income
Purple = Auction
Blue = Fundraising

3. Email and Social Media
Marketing:
B. Event Communication Calendar
A calendar only for the event to
coordinate with Paddle8.

4. Email Marketing:
1. Save the Date
To ensure people keep their
calendars open for the event.
2. The First Invitation
Copy and images include:
Event logo
Social share links
Event information
Ticket link
Facebook event link
Benefit Committee list
Donate link if can’t attend
Organization logo
Mission Statement
Map
Social media profiles
3. Preview Live Announcement
Copy and images include:
Link to Paddle8’s Auction page
Vertical format for mobile
Top 3 art works
Event information
Committee list

5. Email Marketing:
4. Pick of the Day (#6, 2, 3)
10 Benefit Committee Members
each chose an artist to highlight as
a daily “pick of the day”
Copy & images include:
Art label
Image of art work
Link to Paddle8’s bid page
Quote from the Committee
Member
Link to the Auction’s Paddle8 page
Event information
Ticket link
Facebook event link
Benefit Committee list
Donate link if can’t attend
Sponsor logo block
Organization logo
Mission Statement
Map
Social media profiles

6. Email Marketing:
5. Pick of the Day (#7, 5, 4)
10 Benefit Committee Members
each chose an artist to highlight as
a daily “pick of the day”
Copy & images include:
Art label
Image of art work
Link to Paddle8’s bid page
Quote from the Committee
Member
Link to the Auction’s Paddle8 page
Event information
Ticket link
Facebook event link
Benefit Committee list
Donate link if can’t attend
Sponsor logo block
Organization logo
Mission Statement
Map
Social media profiles

7. Email Marketing:
6. Reminder
Final invitation sent out 3 days
before event as a reminder.
New content in the email includes
Slideshare of live lots.
7. Pick of the Day (#10)
8. Thank You
A personalized thank you to
attendees, supporters and the big
list sent the first work day after the
event.

8. Social Media Marketing:
Before the Event
Across all channels, post an
invitation to the event with tags of
major sponsors and partners with
strong brand recognition.
Create a Facebook event page.
Create event graphics for:
- Facebook cover
- Facebook event cover
- Instagram post
- Twitter cover
Choose and claim a hashtag for
the event (#benefitauction14).

9. Social Media Marketing:
Before the Event
Across all channels, build buzz and
promote the sale of VIP tickets.
Showcase the free prints received
by VIP guests.
Use plenty of hashtags on
Instagram.
Engage supporters, who are
influencers on social media.
Be responsive.

10. Social Media Marketing:
Before the Event
Across all channels, post the Pick
of Day and link to the
corresponding Paddle8 page to
generate bids.
Create graphic for Twitter to fit in
>140 characters and showcase art
work.
Tag when possible.

11. Social Media Marketing:
Before the Event
Across all channels (with an
emphasis on Twitter and
Facebook), promote and engage
with sponsors, partners and artist-donors
with strong name
recognition.
Create “Auction Highlights”
graphic.

12. Social Media Marketing:
Before the Event
By Channel: Twitter
Encourage early bidding through
Paddle8 and acknowledge artists,
who donated to the event.
Coordinate social media with
partners, who maintain an active
social media presence.
Engage and invite influencers in
the LA art community.

13. Social Media Marketing:
Before the Event
By Channel: Instagram
Encourage early bidding through
Paddle8 and acknowledge artists,
who donated to the event.
Use apps to square the photograph
of the art work, or zoom in as a
detail.
Use hashtags describing the
material, process and affiliations of
the artist.
Tag when possible.

14. Social Media Marketing:
Before the Event
By Channel: Facebook
Promote early bidding through
Paddle8 and acknowledge artists,
who donated to the event.
Document the event preparation
with photos and post it as it
happens.
Tag when possible.
Be responsive.
Write in a friendly tone.

15. Social Media Marketing:
During the Event
Live tweet if possible.
Let attendees know what the event
hashtag is.
Document with photos and post as
it happens.

16. Social Media Marketing:
After the Event
Be grateful. Continue
acknowledging sponsors and
supporters across all channels.

17. Photo Credit:
Ginger Van Hook
Artists Credit:
Ann Hamilton
Shepard Fairey
Evan Nesbit
Alvaro Ilizarbe
Ed Moses
Joshua Levine
Frank Worth
Christina Craemer
Ed Ruscha
Joe Davidson
Dean R. Larson
Ellen Cantor
Osceola Refetoff
Kristine Schomaker
Rich Robinson
Valerie Broatch
Richard Chow
Daena Title
Kenn Raaf
Chris Otasek
Uta Barth
Luis Alvero
Miguel Osuna
Annie Terrazzo
Lita Albuquerque