This document outlines a strategic communication plan for Towarzystwo Zachęty Sztuk Pięknych (TZSP) to promote and educate about modern art. The plan's main goals are to position TZSP as the leading modern art educator and expand its target audience. Key actions include creating the largest modern art piece, publishing expert articles and interviews, and holding seminars for the media. The plan also details the use of brochures, mobile applications, social media, and events to engage the target audience. It analyzes the necessary resources, tools, budgets, and schedules to implement the strategic communication plan from April 2016 to March 2017.

1. Startegic Communication Plan
for
Towarzystwo Zachęty Sztuk
Pięknych
By Sara El Nemr

2. Main goals of TZSP
Promotion and education of modern art

3. Galeria Zachęta in Internet
Publication’s undertone in the most active Internet sources

4. SWOT of TZSP
STRENGHTS

5. SWOT of TZSP
WEAKNESSES

6. SWOT of TZSP
OPPORTUNITIES

7. SWOT of TZSP
THREATS

8. PR Strategy Goals
• TZSP as the main educator in the field of
modern art.
• Expend the target

9. Planned actions during strategy

10. Non standard tools

11. Media Relations
• Expert article/ interview
• Seminar/lecture for media
• Event of creating the biggest piece of modern
art

12. Social Media

13. Target communication
Brochures Mobile application Happening

14. Communication tools
• Brochures
• Article/interview
• Seminar/lecture
• Human resources
• Events
• Mobile application
• Social media staff

15. Analysis in terms of resources and
tools
Experts
Volunteers – students
Street art artists
Cameramen and editor
Press release

16. Analysis in
the terms of budget
Tool Cost
Brochures (project and print) x 12 3480 PLN (~775 euro)
Posters for workshops (project and print)
x 10
5500 PLN (~1225 euro)
Cameramen and editor for workshops
x 10
15000 PLN (~3335 euro)
Assembly hall for lecture/seminar in
Zachęta Gallery
0 PLN
Press realeses (project and print) 350 PLN (~80 euro)
Social Media staff for whole year 48000 PLN (~10666 euro)
Mobile application 5000 PLN (~1111 euro)
Promotional mural on the 15m2 wall 3000 PLN (~666 euro)
SUM 80 330 PLN (~17 851 euro)

17. Analysis in terms of schedule
Activity/ schedule April
2016
May
2016
June
2016
July
2016
August
2016
September
2016
October
2016
November
2016
December
2016
January
2017
February
2017
March
2017
April
2017
Mural creating X
The biggest piece of
modern art creatiing
x
Article/interview x
Seminar/lecture for the
press
x
Facebook X X X X X X X X X x X X
Instagram X X X X X X X x X x X x
Youtube X X X X X X X x X x
Outdoor educational
workshops
x
x x x
Indoor educational
workshops
x x x x x x
Mobile application x
Brochures - project x x x x x x x x x x x x x
Brochures - print x x x x x x x x x x x x x
Poster - project x x x x x x x x x x x
Poster- print x x x x x x x x x x x

18. Evaluation

20. Thank you for your attention
Sara El Nemr
elnemr.sara@gmail.com