This is a PR plan for a Chinese calligraphy exhibit of Asian Art Museum in San Francisco.

1. Wianjiao Fu (Grace)
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2.  Background
 SWOT Analysis
 Competitive Analysis
 Media Strategy
 Goals, Objectives
 Media Messages
 Target Market
 Pitch, Tactics, & Channels
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3. Create Media Strategy for upcoming exhibit
 Challenges
 Private Collection
 No evening events scheduled at museum
 AAM Foundation Connection with Private Collector
 Expectations
 Smaller audience
 Education – few calligraphy works exist outside of
private collection
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4.  Strengths  Weaknesses
 Asian population more  Exhibit too focused on
interested in their calligraphy
cultural history
 Existing member base  Competing museums
and other activities in
 Good Brand Image and city
Reputation
 Lack of recognition of
new brand
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5.  Oppor tunities  Threats
 Expand Media Reach  Holiday and travel season
(i.e., Promote via KQED
and 96.1 & Tech Media)  Other art exhibits and
activities vying for public
attendance
 Strengthen relationship
with Asians and other new
audiences
 Tech community lacks
interest in art
 Increase membership and
attendance
 2012 Presidential
Campaign Media
Coverage
 Holiday Traffic 5

6. Museum Description Position Prices
(General Admission)
Works explains the culture and One of the finest Adult $17.00
Asian Art religion in different countries of museums in San Senior $13.00
Museum the Asian continent. Francisco. College $12.00
Youth $7.00
A large exhibition of American Art Fine arts museum located Adult $ 11.00
De Young between the 17th and 20th in the heart of Golden Senior $ 8.00
Museum centuries. Of equal importance is
collection of African and Pacific art.
Gate Park Student $ 7.00
Youth $ 7.00
Works of artists such as Matisse, Cultural Star of the city – Adults $18.00
SF MOMA Picasso and Dali on display 2nd most important Seniors $12.00
museum in the U.S. after Students $11.00
the NY MOMA
Works of Rodin, Rembrandt, Best collection of works of Adults: $10.00
Legion of Monet as well as many other art of the city is shown Seniors $7.00
Honors famous artists. Youths
Students
$6.00
$6.00.
Note: Children under 12 or 13 and Members are Free at all Museums
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7.  Goal
 To raise awareness of the exhibit and museum among art-
lovers and new alternative audiences by 10% to 20%
between 5 Oct. and 30 Dec. 2012
 Objectives
 Increase interest and attendance among people in the
technology industry and new audiences
 Educate and engage the Asian community locally and
internationally through exhibit and programs
 Increase and acquire publicity for both the museum and the
calligraphy exhibit
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8. 1. Asian
2. Art
3. Tech
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9.  Asian Families  Calligraphy lovers
 2nd Generation Asian  Older generation Asians
immigrants who love calligraphy
 Asian Family: teach
children about Asian  New Asian artists who
culture want to learn from the
 Mix race marriages: exhibit
show spouse the Asian
culture
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10. Cultural Vultures (Core) Art Newbies
• Females, Caucasian
 Interested in whatever is new
• Tourist (especially
(technology, store openings,
European/German)
etc.)
• Well-educated
 Fashion-conscious
• Visits other art-focused
 Cultural Influencers/Leaders
events/activities
 Not easily intimidated
• Incomes over $100k; half with
 Open-minded
under 25k
 Likely to frequent underground
• Actualizers (art
professionals/students) activities
 Middle-class socio-economics
• Galleries essential to quality of life
• Social Spacers (attend fundraisers,  Not comfortable with art
art openings) terminology
• Sensualists (seek emotional, high
Based onsensory or Wallace and Trust grantees Psychographics Roundtable 5/20-5/21/09
presentation by intuitive experience) 10

11.  Research and buy multiple tech products
 Like to stay up to date on the latest gadgets
 Often represent early adopters of new technologies
 51%* of Gadget Lovers read news online revisiting these sites
several times per day:
 MSNBC, Foxsports and Wonderwall
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12. Exclusive The Cultural
Private Asian Significance of
Collection Community Calligraphy
Art
Lovers
The Beauty EXHIBIT KEY MESSAGES
of Visual Hidden World of
Highest
Poetry -- Calligraphy…
form of art
Calligraphy It’s relevance,
in China
uniqueness and impact
on the world
Tech Gurus
AAM’s New
Branding,
Tech
Jerry Yang’s Unique
Tycoons
Unique and Exhibitions &
Passion
Exclusive Art Innovative
for the
Collection Programs
Arts 12

13. 1. Existing Members
2. Press
3. General Public
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14. Receive Special invitation with
quote from Jerry Yang…
”Like all great art – the best
calligraphy looks like water
flowing and words signing off
the paper…”
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15.  Press Conference
 Feature museum director, curator, Jerry Yang and Xu Bing
 Private Tour
 Personalized Framed Calligraphy
 Receive Press Kit
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16.  Create Media Kit to include:
 Press Release
 Bio for Jerry Yang and Xu Bing
 Press FAQ’s (external only)
 Interview list or Information
 Calendar Listings
 Ticket to Museum and Exhibit
 Link to online Press Gallery with photos, release,
interviews with Jerry and Xu, and curator or director
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17.  Calligraphy Competition
 Pre-Invite 30 to 50 calligraphers
 Local Celebrities Serve as Judges (i.e., Mayor of SF, President of SF Art
Assoc., Jerry Yang and Young Star)
 Public observes contest and judging
 All work and photos from event featured on AAM’s website
 Viewers can vote for top 10 Calligraphers
 Winners’ artwork displayed in SFO Airport – International Terminal
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Image from: http://www.yesan.go.kr/eng/sub/sub02/sub_02_06_05.jsp

18. Media – Events Online Collaboration
Traditional and (including social
Electronic media)
Technology &
New Groups
Art Lovers
Asian
Community
(local and
international)
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19. Objective: Increase interest and attendance among people in the
technology industry and new audiences
Reach out to San Francisco and California Bay Friends of Calligraphy
groups to offer discount group tickets in exchange
for promotional opportunities (newsletter listing or
article, website link and button, announcements,
SM, etc.)
Pitch to Tech focused newsletters, social media Tom Foremski – Silicon Valley Watcher
Jon Swart – NBC Bay Area
sites, print media and companies. Angle on Jerry’s @TechChronicle - The technology blog of
success in the technology industry and art world the San Francisco Chronicle
Website Contests Winners receive discounts/special offers
Raffle off private dinner and tour with Jerry Yang Dinner for 5 people. Enter via website –
perks for entering 19

20. Objective: Educate and engage the Asian community locally and
internationally
Pitch to Asian focused newsletters, social media Asian Week
China daily
sites, printed media and radio. weibo.cn (social media)
Angle: The education and importance of calligraphy ICN (TV channel)
in the Asian culture
Reach out to Asian community groups, associations Asian American Women’s Art Association
and youth groups (including schools) to promote
event and invite to contests
Partner with travel industry newsletters and on Korean Airline
board magazines
Raffle off private dinner and tour with Xu Bing, Jerry Dinner for 5 people. Enter via website –
perks for entering
Yang and Curator of AAM
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21. Objective: Increase and generate publicity for both the museum and
the calligraphy exhibit
Partial Exhibit at SFO Museum or in International Feature Calligraphy contest winners
Terminal
Online Contests like guess the Celebrity Tattoo and Receive discounts/special offers
Pinterest Contest
Online activities such as free translations of words
into calligraphy via website
Advertising BART, Muni
Calligraphy Content and Promotions Promote contest including voting
opportunities, celebrity judges and
feature pieces
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22. August September October November December
EXHIBIT EXHIBT
OPENS CLOSES
Pitch Media Press Launch Social Announce Holiday
Conference Media Sites & contest and Contests
Online raffle winners
Contests
Invite Press Partner w/ Gala Host dinners Announce
and Public to clubs & with Jerry contest
Calligraphy associations Yang and Xu winners
Contest Bing
Contact SFO Host Announce Set up Display
Calligraphy Calligraphy at SFO
Contest Contest
Winners
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24.  Public Relations  Social Media
 Print – Local and National Art  Pinterest
Magazines  Facebook Page
 Press Conference  Twitter
 Radio – Interviews  Blogs (Asian, Tech and Art)
 Television Interviews  Linkedin targeting Tech
 Magazines (travel, art and Companies and Prof.
technology)  Social Network & Bookmarking
 Direct Mail Sites
 Postcard
 Community Relations
 Tech Cos. And Groups
Newsletters and Websites
 Public & Private Schools
 Special Events
 Exhibit Display at SFO
International
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