Beruflich Dokumente
Kultur Dokumente
Situational Analysis
A group of three art galleries: Gurevich Fine Art, Aceartinc. and Fleet Galleries in the Exchange District of Winnipeg 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.
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. Theyve offered professional and expert framing services for over 150 years.
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
Situational analysis
The Winnipeg Art Gallery is our main
competitor.
Winnipeggers are not familiar with the art
Situational Analysis
Art galleries attract people who are already
recession.
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 in Winnipeg and sought after for your unique products and services. Evidently, you want your revenues to increase
Objectives
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
Local artists
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
Tourists
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
Audiences
They want to change Winnipeggers negative perception of the Exchange District They want the Exchange District to develop and they encourage initiatives that make sense for their community
Exchange District residents and their visitors Exchange District businesses and their patrons
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 the Winnipeg community. Position them as a one-stop shop for everything related to the arts in the Winnipeg community.
We intend to use Special Events, Media Relations, Social Media and Community Relations.
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
Tactics
Our primary objective is to build public awareness for our
art galleries.
Tactics
Community Relations
We will approach Winnipeg Arts organizations and various festivals to propose an all-inclusive Winnipeg Arts Pass . The pass will cost a $150 on an annual basis. Exchange District residents can obtain it at a reduced fee of $100. This Winnipeg Arts Pass will enable our patrons to receive special discounts. This initiative will encourage art enthusiasts to partipate in crosscultural activites.
Tactics
Community Relations
We will approach the University of Manitobas Environmental Design and Arts faculties as well as the University of Winnipeg Arts faculty to offer them three internship opportunities with our art galleries.
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.
Tactics
THE BIG IDEA:
The artwork will be FREE
The more you share, the higher your odds are to win
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 an Art Talk will conclude the evening. We will rent our artworks to our partner restaurants for free during a three month period.
Tactics
Media Relations
Feature release Fact sheets about our Pop-up art galleries in Winnipeg 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 Canadas enRoute magazine.
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.
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 #WPG Art hashtag.
Tactics
Social Media
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.
Tactics
Social Media
Lastly, YouTube will be used to feature mini-clips of art classes, interior design advice, interviews with local artists, etc. provided through our coalition.
To be determined
Measurement
We will conduct benchmark study to measure current public awareness and perceptions within and outside Winnipeg before starting our public relations campaign
We will use Google analytics, Facebook analytics, and Ciscos 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
QUESTIONS?
References