More of a brain dump at the moment, but wanted to make sure I got all my ideas down in one place...
Marketing plan
Objectives
- What products and/or services will we be exhibiting?
- What do we want to accomplish at this show?
- What image do we want to project? Key message(s) to be projected.
- Who do we want there?
- How many people do we want there and when?
Strategies
What resources do we need to achieve our objectives?
- advertising and public relations
- a direct mail campaign
- an email marketing campaign
- setting up a website
Tactics
Which elements of the marketing mix are most appropriate? Which weapons in the marketing armoury should you be using?
Set out the detailed action plan including the time frame for all elements?
Set out the detailed action plan including the time frame for all elements?
Channels and Collaterol
Posters/flyers
Catalogue
Newspapers and magazines
Website
DM email campaign – be careful of opt in issue
Linked In
Facebook
Twitter
Blogs
Viral/You tube?
Branded items
Stickers/Postcards?
Signage
Experiential element
Speakers
Workshops
Debate
Brown bag lunch – people bring their own lunches in for a midday talk
Bar
Cake and Cocktails
Band
DJ – late night opening
Family day/School days in quiet times, could create a factsheet/activity sheet/competition for them
Depending on the theme curatorial come up with other acts or activities might be suitable for private view, like storytelling they had this at the British Museum, it was amazing.
Live twitter feed on a screen for feedback as people go round the show, start conversations ourselves, also could encourage people to come on second and third days
Linked In – open questions for debate
Blank postcards, people can write and draw messages and leave them behind for a feedback wall
Timescales
Promotion machine to begin 6 weeks before exhibition
Printing 2 weeks before this
Media Space around the same time?
Decide on staff/team over next few weeks
Receive theme/concept from curatorial
Receive brand guidelines for curatorial
Budget
Key costs we can’t do without:
Posters/Flyers
Catalogue
DM
Website
Social Media
Relevant contacts from Despina
PR and Marketing - Main contact is Lee Widdows, l.widdows@csm.art.ac.uk, Ext 9312
Sending out invites - when sending out invites to the show we should consult with:
- Clare Hendren (PA to the Dean)
- Colin Buttimer (PR)
- Peter Cleak (Lethaby)
Promotion
List exhibition on:
Uni website, CSM and UAL
Ecca website?
Arts jobs website
Creative Review site/blog?
http://www.artlyst.com – London Art Network
Amelia’s magazine
Maybe even timeout?
Send flyers to design and innovation agencies?
We an easily create a list or find contacts online
PR Contacts
Must be able to get some from the uni, will also log onto Gorkana and build up a list of relevant contacts in excel.
Press Release Template
Format
· Date – when the news release is issued
· Contact details – should appear at the end of the release and provide appropriate contact details
· Notice of photo-opportunity – if a news release is an invitation to photographer to attend a photo-opportunity, type NOTICE OF PHOTO OPPORTUNITY above the heading, could use this for launch night
· Heading – should be bold, centred, and a maximum of three lines deep; make it relevant to the release and snappy as it is the one element of the release which will always be read
· Body text – in keeping with brand guidelines from curatorial, arranged in short paragraphs without sub-headings
· Continued or end – bottom of first page must inform journalist whether there is more on a following page (in which case put /Cont’d … at bottom right hand corner) or if the body text has come to an end (in which case put -Ends- at bottom centred)
· Notes to editors – convention whereby extra background information is supplied to journalists. These vary in purpose and content can include an explanation of what the organisation is and does, informing the journalist of an opportunity for an interview with a spokesperson, etc.
Style and the 5 Ws
The first ten seconds of a journalist’s time
When a journalist receives your release, they will scan the organisation’s name, the headline, and perhaps the first paragraph, in under ten seconds. Your headline must be attractive and tell the story. The first paragraph or ‘intro’ should contain the famous 5Ws of the story:
· Who
· What
· Where
· When
· Why
The intro should be short and snappy – never longer than 50 words. Subsequent paragraphs should expand on the five aspects of the five Ws. Quotes should be as short and as punchy as possible. They should be as ‘self-contained’ as possible to avoid severe editing by journalists.
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