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Strategic PR plan

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Below you will find my Strategic PR Plan for three art galleries located in the heart of the Exchange District of Winnipeg, Manitoba.

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Strategic PR plan

  1. 1. + Art in the Exchange Presented by: Sophia Scaletta
  2. 2. + Situational Analysis  A group of three art galleries:Gurevich Fine Art, Aceartinc. and Fleet Galleries in the Exchange District ofWinnipeg have created a new coalition and pooled their resources in order to develop a joint marketing effort to improve their profiles.  The three galleries currently showcase a total of 40 exhibits a year, drawing about 100,000 visitors.  They need help with their public relations efforts and want to find new and innovative ways to attract new audiences, and generate new business.
  3. 3. + Who are we?  Gurevich Fine Art appeals to the art connaisseur.They offer expert services such as art consultations, art appraisals, leasing and financing, private showings, studio tours, space rental, installation and shipping.  Aceartinc. appeals to the local artist.They are managed by local artists and they offer art classes as well as funding to support local artists.  Fleet galleries appeals to the interior designer.They’ve offered professional and expert framing services for over 150 years.
  4. 4. + What are we missing?  Revenues are based on space rental, selling art, membership dues and framing services  There are no admission fees  There is a lack of concrete programming and facilities are not being fully utilized.  There is no volunteer presence  Marketing and public relations efforts are weak
  5. 5. + Situational analysis TheWinnipeg Art Gallery is our main competitor.  Winnipeggers are not familiar with the art galleries in the Exchange District. Winnipegers have an overall negative perception of their downtown area.
  6. 6. + Situational Analysis  Art galleries attract people who are already participating in other arts activities.  In today’s digital world, people want to be entertained.  Art can now be viewed online from your home  Art is a luxury not a necessity, especially during a recession.
  7. 7. + Situational analysis  We understand that you want to help reverse negative and false perceptions of the arts and the Exchange District in order to attract new patrons.  You want Gurevich Fine Art, Aceartinc. and Fleet Galleries to be known by all arts enthusiasts inWinnipeg and sought after for your unique products and services.  Evidently, you want your revenues to increase
  8. 8. + Objectives  Raise public awareness of all three art galleries  ChangeWinnipeggers’ negative perception of the Exchange District as well as the arts industry.  Attract new audiences fromWinnipeg and outsideWinnipeg  Generate new business by 15% by 2018.
  9. 9. + Audiences  They value lifelong learning  They want accessible and low cost activities  They want to gain more experience in the field of the arts  They strive to preserve and promote the richness of the arts  They want to connect with potential buyers  They want their artwork to be recognized within and outside their community Educators Arts/Interior Design Students Local artists
  10. 10. + Audiences  They value the richness of the arts  They want to find interesting ways to be entertained  They are concerned about the cost of activities  They enjoy travelling and learning about new cultures Current arts enthusiasts (performing arts, festivals, museums) Tourists
  11. 11. + Audiences  Art is an integral part of their lives  They use art to showcase their personalities and enhance their living space  They buy based on how the art impacts them personally  They must design a space according to their clients’ needs  They want to find creative solutions for interior environments Art collectors and Art connaisseurs Interior Designers
  12. 12. + Audiences  They want to changeWinnipeggers’ negative perception of the Exchange District  They want the Exchange District to develop and they encourage initiatives that “make sense” for their community  They want their guests and/or patrons to easily find parking  They want their guests/patrons to feel safe in their neighborhood  They want to satisfy their patrons’ needs. Exchange District residents and their visitors Exchange District businesses and their patrons
  13. 13. + Strategy  Build awareness of these three art galleries and increase patronage by communicating their central and convenient location, their accessible and free resources and the art galleries’ role in the importance of preserving and promoting the richness of the arts within theWinnipeg community.  Position them as a one-stop shop for everything related to the arts in theWinnipeg community.  We intend to use Special Events, Media Relations, Social Media and Community Relations.
  14. 14. + Key messages  Our art galleries strive to make art accessible for everyone.They offer an inexpensive way of discovering cultural diversity through art and feature artists that are local and international.  Our art galleries offer a variety of paintings, sculptures, and photographs. We understand that art is a creative way of expressing what cannot be said and we can help you discover new trends and new artists. Our staff is knowledgeable and can help you find a piece that suits your tastes and your needs.  Our art galleries are excellent venues to entertain guests while enjoying beautiful paintings, sculptures and photographs.They are a safe and convenient place to host dinner parties, anniversary parties and staff parties
  15. 15. + Tactics  Our primary objective is to build public awareness for our art galleries.  Creating buzzworthy initiatives will be a key component of our public relations campaign
  16. 16. + Tactics  Community Relations  We will approachWinnipegArts organizations and various festivals to propose an all-inclusive «WinnipegArts Pass ».  The pass will cost a $150 on an annual basis. Exchange District residents can obtain it at a reduced fee of $100.  This «WinnipegArts Pass » will enable our patrons to receive special discounts.  This initiative will encourage art enthusiasts to partipate in cross- cultural activites.
  17. 17. + Tactics  Community Relations  We will approach the University of Manitoba’s Environmental Design and Arts faculties as well as the University of WinnipegArts faculty to offer them three internship opportunities with our art galleries.
  18. 18. + Tactics  Special Events  We will create Pop-up art galleries all over Winnipeg which will feature artwork from three local artists  This will create buzz for our three week long competition  We will add QR codes to drive traffic back to our Facebook page which will explain the competition.  The total amount of social media interactions in relation to the artwork will determine our winner.  The declared winner will have an exhibit featuring his/her artwork in our art galleries.
  19. 19. + Tactics THE BIG IDEA:  The artwork will be FREE  The more you share, the higher your odds are to win aWinnipeg Art pass.  We will be giving away 10Winnipeg Arts passes.
  20. 20. Pop-Up Art Galleries inWinnipeg
  21. 21. + Tactics  Special Events  We will partner with local Exchange District restaurants to offer “Dine with Art” nights.  This event will occur on the first Friday of every month.  A three course meal will be served and anArtTalk will conclude the evening.  We will rent our artworks to our partner restaurants for free during a three month period.
  22. 22. + Tactics  Media Relations  Develop a press kit which will include:  Feature release  Fact sheets about our Pop-up art galleries inWinnipeg and our Dine with Art events  FAQs sheets  Backgrounders/Biographies of our current exhibits and local artists  Publicity Photos  We will pitch our Pop-up art gallery competition and Dine with Art event to local Arts and Lifestyle journalists.  Publications will include the Winnipeg Free Press, CIAO! magazine, WHERE magazine, The Uniter and Air Canada’s enRoute magazine.
  23. 23. + Tactics  Social Media  We will utilize Facebook, Twitter, Pinterest ,Instagram and YouTube to build awareness and engage with our publics.  We will also gauge public interest for our Pop-up art gallery competition and their art tastes to determine our future exhibits.
  24. 24. + Tactics  Social Media  Facebook will be used to regularly post information such as fun facts about art, events happening in the Exchange District, local artist profiles, etc.  Twitter will be used for timely news such as new artist profiles, new exhibits, special events, fun facts about art, and for asking questions etc.  We will also create a #WPGArt hashtag.
  25. 25. + Tactics  Social Media  Instagram will be used to engage withWinnipeg art enthusiasts.  Pinterest will will feature our current artwork, our desired artwork, our current exhibits. All our pins will drive our followers back to our websites.  We will encourage our followers to create a new board titled ‘#WPG Art.’ in the Art category and pin their favorite artwork from our Pop-up art gallery competition.
  26. 26. Our Pinterest Board
  27. 27. +
  28. 28. + Timetable and Budget To be determined
  29. 29. + Measurement  We will conduct benchmark study to measure current public awareness and perceptions within and outsideWinnipeg before starting our public relations campaign  We will use Google analytics, Facebook analytics, and Cisco’s media monitoring services to conduct interim « progress » research and again in 2018 to measure our final results  We will compare sales and attendance rates from 2013 to 2018  We will count how many Pop-up artwork pictures were taken on Instagram or repinned on Pinterest  We will survey Dine with Art attendees to gauge their interest levels and opinions
  30. 30. QUESTIONS?
  31. 31. + References  http://wag.ca/uploads/ck/files/reports/AnnualReport-2011-12.pdf  http://wag.ca/about/press/media-releases/read,release/220/wag-announces-surplus-at-annual-general-meeting       http://www.canadacouncil.ca/cgi- bin/MsmGo.exe?grab_id=0&page_id=288&query=manitoba&hiword=MANITOBAS%20manitoba%20  http://www.hillstrategies.com/resources_details.php?resUID=1000461

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