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
3
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
4
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
6
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
7
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
9
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
11
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
13
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…”
14
15. Press Conference
Feature museum director, curator, Jerry Yang and Xu Bing
Private Tour
Personalized Framed Calligraphy
Receive Press Kit
15
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
16
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
17
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)
18
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
20
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
21
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
22
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
24
Editor's Notes
WHY:
WHY: 1. Art Newbies – based on profile – influencers
WHY: Jerry Yang connection Silicon Valley huge tech area Pitch to tech media because of the Jerry Yang hook
Contest Flow: Three “celebrity” judges choose the top 12: San Francisco Mayor Jerry Yang Young celebrity (to be named) Then the public votes via website to narrow down to top six to be displayed in AAM lobby and SFO exhibit Who will be pre-invited: Reach out to calligraphy clubs in area Reach out to art schools Promote on website Allow for day of entry Why important & valuable event: Generates news Highly visual Local Artists will be featured Drive traffic by featuring on website and encouraging voting
EDIT: Add second column for specifics
EDIT: Add second column for specifics
This slide could be more specific about media OUTLETS OR THE Tactics slide could identify which outlets we have chosen Create Media Slide List List out categories (tech, art, etc) and which media groups going after by name Three key messages for the press when we pitch Types of Messages: Hidden world of calligraphy Why calligraphy still relevant or becoming relevant again Beauty of calligraphy & what is it and what makes it beautiful What makes world tech tycoon in calligraphy