PR PLAN.pptx

SITUATION ANALYSIS

STRATEGIC PR PLANChristine Fisher | April 13, 2015

ART INSPIREEXPERIENCECULTUREBEAUTYWINNIPEGVALUEDIVERSITYHISTORYGood afternoon, my name is Christine Fisher and this is my PR Plan. 1

SITUATION ANALYSISCurrently, art galleries in the Winnipeg exchange district are not reaching revenue goals. A strategic PR plan is required to bring new business to the area. While there are many galleries throughout the city, a coalition has been formed to offer superior services and opportunities that truly cater to a new market of potential art buyers.

OBJECTIVETo attract new art buyers in Winnipeg, specifically to increase visitation and revenue to all three galleries by 15% within six months.

3

AUDIENCESEXISTING CLIENTSArt BuyersRepeat VisitorsPOTENTIAL CLIENTSLocalsTourists

EXISTING CLIENTS: Although our objective is to attract new buyers, the existing buyers and visitors to the galleries will still be a key public. The galleries already have 100 000 visitors per year, so foot traffic IS there. Existing clients are already familiar with art trends and the process of purchasing. We still want to retain these clients, fulfill their needs and bring new experiences.

POTENTIAL CLIENTS: This is broken down into two categories: locals and tourists. Locals are definitely our mass audience here. Specifically, these are people who are over the age of 18, most likely already spend time in the Exchange District, have an interest Winnipegs cultural and art scene, and who are present on social media. If young adults develop a passion in art, it is highly likely that they will share this in one way or another. Appealing to young adults will generate new business long term. Appealing to tourists is also VERY important. Tourism is booming in Winnipeg right now. Guests in our city are looking for fun and exciting things to do, see and buy. Offering beautiful pieces will not only result in sales but also a positive word of mouth. This audience WILL go back home and WILL tell their family and friends about their experience-WHERE they went and WHAT they did. 4

STRATEGYBuild awareness of upcoming artists, exhibits and events at all three galleries to promote Winnipegs inspiring art scene.

Communication channels: social media, tourism industry relations, community relations and client relations

The strategy is to build awareness of upcoming artists, exhibits and events at all three galleries to promote Winnipegs inspiring art scene through the following the communication channels: social media, tourism industry relations, community relations and client relations. Of course we will go into more depth as we move on to the tactics portion of our plan. 5

KEY MESSAGESVariety of art work to fulfill clients needs

Art is personal

Interactive approach to increase art education and appreciation

Conveniently located in Winnipegs historic exchange district

There are 4 key messages to communicate with our audiences:

1. Our coalition provides a wide variety of art work and resources to fulfill the needs and interests of each individual client.

2. We understand that art is personal-people visit galleries for different reasons. Whether it is a passion, a hobby or an investment-we will provide whatever it is the client is looking for.

3. An interactive approach ensures that clients can engage with gallery artists to increase their education and appreciation of current collections. Well go into detail about this approach shortly, but this key message is essential for all audiences. And again, we ultimately hope that will translate into sales. 4.The galleries are conveniently located within walking distance of each other in Winnipegs historic exchange district. So the convenience factor. Clients can essentially get 3 services 1. This is especially important for our tourist audience-who may not have a vehicle and generally look for things within a close proximity.

6TACTICS

MONTHLY ART CRAWLSCOALITION BLOGSOCIAL MEDIA PRESENCEONGOING PARTNERSHIPSCHARITABLE COMPONENTMONTHLY ART CRAWLS this is our main event where we will see the most traffic and drive sales. Hosting an art crawl every month will create buzz in the community, specially to young professionals who spend time in the exchange. Art Crawls will be informal, fun events where visitors can explore the latest art trends. Various artists will be present at all three galleries event nights to showcase current collections and answer clients questions. Consider this a meet & greet between artist and client. Clients want to know the thought process, the technical aspects and the inspiration behind a piece. They want to now HOW and WHY it was made. Clients can get the personal information they desire through a face to face interaction. Visitors will have the opportunity to meet however many artists they choose in one evening. Again, the accessibility and support between all three galleries is very important in making these events successful. We will also offer a food & beverage component through local partnerships.

COALITION BLOG: we will create a coalition blog which will really be an interactive space for artists and potential clients. The blog will consist of posts by current artists. Artists will create informational content behind their latest works and include their contact information. This will be optional of course. Our feeling is that most artists wont mind going the extra mile and contributing to the blog as it is mutually beneficial. Another benefit is the convenience factor. If a client is unable to attend an art crawl they do have a second source to get desired information that will ultimately influence their buying decisions.

SOCIAL MEDIA PRESENCE: ongoing social media presence on three major sites: Facebook, Twitter and Instagram. Each outlet has a strength to our cause. Facebook for EVENTS. Here we will provide specific information of that months art crawl. It will also help the coalition plan accordingly-having a general idea of how many people will be attending. TWITTER for ongoing communication. Here we will provide updates of whats going on. Information about our artists, current collections and events. Also a space to talk about the latest trends in art and most importantly, get feedback from our clients. Positive or negative-twitter is a vital tool to maintain and improve services based on this feedback. INSTAGRAM for visuals. And what is more visual than art? Here we will post pictures of day to day operations to really give a behind the scenes aspect of the galleries and everything leading up to the next art crawl. We will also share pictures of the event itself.

ONGOING PARTNERSHIPS WITHIN THE COMMUNITY: the most important one here is going to be ad space in local event guides. Specially with an organization like Tourism Winnipeg. They release an itinerary guide each season that are carried in most tourism destinations throughout the city. This is a logical way to reach out to our tourist public. Visitors DO pick up these guides and they DO use them. FLYERS-they are not dead yet. We will design a new flyer every month to promote our Art Crawl. While the exchange district is historic, it is also one of the trendiest neighbourhoods with new business popping up all the time. They are also looking to grow and looking for partners within the community. Developing a relationship with surrounding business will also help us out our events, specially with food and beverage.

CHARITABLE COMPONENT: A portion of all sales from every event will be donated to support local art funding projects. This is something we will make well known through our marketing and social media channels. 7TIMETABLE & BUDGETTo be determined.

MEASUREMENT

Monitor visitation and sales figures Conversations with clients Monitor traffic to blog and social media channels Because our ultimate goal is increased traffic and revenue, our first method of measurement will be to monitor these figures with each event. How many people visited each gallery and did they make a purchase? How much did they spend?

Conversations with clients, both in person and on social media. One reason our social media commutation tactics are so important is that we can elicit feedback quickly and authentically from our buyers. Did they enjoy the event? Will they come to the next one? Are we bringing the right artists in? What can we improve on?

Lastly, we can monitor traffic to the blog and social media channels. Although this evaluation wont provide us with the tangibles, its still a way to measure overall growth and the buzz surrounding our efforts.

9