This document outlines a marketing campaign project for a local band or solo artist. It involves creating a profile pitch with information about the artist and a music sample. Students will then plan a photo shoot concept and designate roles for production. They will hold a photo shoot and produce a music video as homework. Finally, students will present and receive feedback on their work. The campaign follows a specified timeline and format for the client profile and marketing plan.
Moving Ground Zero: Implementing Digital Strategy at the Cleveland Museum of ArtJane Alexander
Three years ago, the Cleveland Museum of Art chose to leverage technology to support its lofty goals of artistic excellence, scholarship, and community engagement. The museum developed and implemented a comprehensive digital strategy to activate its world-class collection, connect art and people, promote new scholarship and support research, promote on site and online attendance, increase financial support, promote both external and internal collaboration, and help staff work smarter by targeting artwork information, interpretive content, research resources, and supporter-relationship data.
This paper will explore the scope and core elements the CMA’s digital strategy; staffing requirements and the interdepartmental steering team put in place to guide digital strategy; the backend systems put in place to support flexible access, both in theory and practice; and the effort required to pull everything together for recent high-profile information-based projects including Gallery One, ArtLens for iPad and smartphone, Collection Online, Central Table, and cloud-based Archival Repository.
The combination of master data and backend systems has moved ‘ground zero,’ and eliminated the need to start from scratch. This paper will summarize the process put in place to review the needs and guide implementation for new technology projects, reflect on lessons learned, provide practical advice for practically eliminating ‘one off’ projects.
Slide deck from presentation to the Art Museum Marketing Association meeting on April 25, 2015. Topics included digital strategy, audience engagement, marketing, IT, and CRM. Several aspects of ongoing efforts at the Minneapolis Institute of Arts to attract and engage the public.
Moving Ground Zero: Implementing Digital Strategy at the Cleveland Museum of ArtJane Alexander
Three years ago, the Cleveland Museum of Art chose to leverage technology to support its lofty goals of artistic excellence, scholarship, and community engagement. The museum developed and implemented a comprehensive digital strategy to activate its world-class collection, connect art and people, promote new scholarship and support research, promote on site and online attendance, increase financial support, promote both external and internal collaboration, and help staff work smarter by targeting artwork information, interpretive content, research resources, and supporter-relationship data.
This paper will explore the scope and core elements the CMA’s digital strategy; staffing requirements and the interdepartmental steering team put in place to guide digital strategy; the backend systems put in place to support flexible access, both in theory and practice; and the effort required to pull everything together for recent high-profile information-based projects including Gallery One, ArtLens for iPad and smartphone, Collection Online, Central Table, and cloud-based Archival Repository.
The combination of master data and backend systems has moved ‘ground zero,’ and eliminated the need to start from scratch. This paper will summarize the process put in place to review the needs and guide implementation for new technology projects, reflect on lessons learned, provide practical advice for practically eliminating ‘one off’ projects.
Slide deck from presentation to the Art Museum Marketing Association meeting on April 25, 2015. Topics included digital strategy, audience engagement, marketing, IT, and CRM. Several aspects of ongoing efforts at the Minneapolis Institute of Arts to attract and engage the public.
2. Time line: 1 Campaign st
1. Profile Pitch (Name of band & members/ Genre/ selected
demographics/ photo/ sample of their cover)
2. Pitching for Concept for Photo shoot & MV/ Planning/
Scheduling
3. Photo shoot (HW) following meeting lay outing in class.
4. MV Production (HW) Editing will done in class.
5. Presentation/ Critiquing
3. Format of Profile Pitch
Marketing Plan
Part 1: Client/ Consumer Profile
6. PRE PRODUCTION
1. Proposed album title
2. Album Cover concept for photo shoot (Individual)
2.1 Student 1?
2.2 Student 2?
2.3 Student 3?
3. Designation of task for Production stage
3.1 Photographer?
3.2 Art Director?
3.3 Lay Out Artist?
3.4 Props ? Set Design?
3.5 Hair & Make up?
3.6 Location Manager?
3.7 Wardrobe?
3.8 Production Assistants/ Researchers?
7. PRE PRODUCTION
1. Proposed album title
2. Album Cover concept for photo shoot (Individual)
2.1 Student 1?
2.2 Student 2?
2.3 Student 3?
3. Designation of task for Production stage
3.1 Photographer?
3.2 Art Director?
3.3 Lay Out Artist?
3.4 Props ? Set Design?
3.5 Hair & Make up?
3.6 Location Manager?
3.7 Wardrobe?
3.8 Production Assistants/ Researchers?