julia e. dean
TRANSCRIPT
Julia E. Dean PotteryA Public Relations Proposal
Presented by: Castle & Associates
Meet The Team
Today’s AgendaRebranding of Julia E. Dean Pottery and building a campaign to market a new art community studio in the Ithaca area.
Situation AnalysisObjectivesTarget AudiencesStrategiesTacticsTimetableMeasurement and EvaluationBudget
What’s the current situation?
Our GoalHave community members feel welcomed in the
new studioHave a space that is open and split level
Located near the Ithaca Beer Co.
Situation AnalysisCompetitor Analysis
The Potter’s Room
Ithaca Youth Bureau
Salmon Pottery
Situation Analysis“Community Need”
Previous Cornell Pottery Studio
No Current teaching studio in the area
Former Classes she’s taught
Situation AnalysisSWOT ANALYSIS
Strengths
Weaknesses
Opportunities
Threats
Primary ResearchOut of 99 students….
ObjectivesIncrease awareness of Julia E. Dean Pottery
Establish Julia E. Dean as an expert in the art world as an artist and
educator
Increase revenues of personal artwork & make money to run her future studio
Position the Julia E. Dean Studio as a
community center for pottery and other
types of art for Ithaca and greater Tompkins County
area
1. 2. 3. 4.
Primary Audience
Secondary Audience
StrategiesRevamp all current as well as establish new social media accounts
Partnering and solidifying relationships
with local small businesses
Rebrand Julia E. Dean’s image
Create a habit of purchasing Julia E. Dean
pottery
Tactics1. Introducing a new logo
Tactics2. Creating a new website
Focus on natural colors, with blue accents
Create on SquareSpace
Use for sales of artwork and social media, as well as registering for classes at the new studio
Julia E. Dean Website BEFORE
AFTER
Tactics3. Social Media Presence
Julia E. Dean on Instagram
TacticsJulia E. Dean on Facebook BEFORE
TacticsJulia E. Dean on Facebook AFTER
Tactics4. Launch an Indiegogo Campaign
Primary source of funding for the new studio
Market on social media accounts
Have a video to explain the need for a community potters studio
Tactics5. Market with Small Businesses
Continue to expand partnerships with local Ithaca businessesPartner with school stores at Cornell University and Ithaca
CollegeCreating a business label to go on all Julia E. Dean pottery
packaging
Tactics6. Build Relationship with “Community Clay Studio of Ithaca”
By creating a partnership with this Facebook group, it will increase awareness of Julia’s new studio to people who have passion for this type of creative outlet
Since the Cornell studio closed years ago, people have been looking for similar space to the one that Julia has created
Tactics8. Build Partnership with local college professors prior to opening
Because college student are one of our primary audiences, targeting them for advertising is essential
Create a relationship with Cornell and Ithaca professors in their arts and science departments
Encourage them to advertise the openingPass out flyers to their classesDescribe this as a place to continue their studies outside of
their respective schools classrooms
Tactics9. Press Kit
Use to increase brand awareness and encourage local media coverage
The Press Kit will includePaper Palette Book with list of classes offered at the studioA USB disguised as a paintbrushA certificate for 10% off a pottery classBiography of Julia E. DeanDescription of new studioPhotographs of Julia, her work, and previous classesAll contained in a black, reuseable portfolio-styled bag
Tactics10. Opening Day/Week Strategies
Partnership with Purity Ice Cream a week prior to the opening
10. Opening Day/Week StrategiesPartnership with Ithaca Beer Co. a week prior to the opening
Tactics
Tactics10. Opening Day/Week Strategies
Encourage student media to give publicity to the new studio and the opening & put advertisements in local media outlets.
Tactics10. Opening Day/Week Strategies
Create special edition flyers to distribute around Ithaca and to attachto packaging in local businesses
BudgetGiven a 2,000-3,000 budgetEstimated Total of PR Campaign: 2,357.70
Timetable
Measurement and Evaluation
In order to measure the success of our campaign, Castle and Associates will monitor the results of the desired objectives over the course of the next year. For each medium, we will utilize various methods to evaluate success.
Monitoring Media Coverage:
Website:
Social Media:
Participation at Local Events:
Thank You!
Any Questions?