ART WORKS November 15, 2012
COLLABORATION EXPERIENTIAL ENTERTAINMENT MARKETING THE HOKIN PROJECT SHOPCOLUMBIA
CONTENT
The Collaboration and Mission Promotion Integrated Marketing SWOT Survey Results Class Statements Conclusion Thank you
COLLABORATION In collaboration with The Hokin Project and ShopColumbia, the Experiential Entertainment Marketing Project promoted the opening of ART WORKS, an exhibition of student and alumni emerging artists, in the Hokin Gallery, 623 S. Wabash Avenue, November 15, 2012 from 5:00PM-8:00PM. All art work was for sale.
MISSION The mission was to have an opening attendance of 150 with sales of $1,000.00. We wanted to extend our market base to young professionals with a passion for art. We wanted to create a buzz that would increase more artist participation in future Hokin Project and ShopColumbia art exhibitions.
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PROMOTION FACEBOOK The Facebook social media group was in charge of making sure the word gets out about Art Works to our peers on Facebook. We continuously posted information about the event, invited people to RSVP to our events page, posted pictures and videos, and linked with the other social media groups. Our FB page included information about the artists featured in the show along with head shots and video interviews. Our goal was to make sure people who use Facebook were aware of this event and had the opportunity to support emerging artists from Columbia College Chicago.
PROMOTION
VIDEOS The video interviews revealed a very personal side of the artists. In a way, it showed a more "real" side to them than a written interview because the viewers saw their body language, facial expressions and pauses in dialogue that suggested what was really going through the artists' minds. The videos were posted on YouTube and linked to Facebook, Twitter, and the Art Works blog. Video work done by CCC student, Brad Martin.
TWITTER The purpose of the Twitter account was to create awareness of the event. Twitter was our third party social media platform for consumers looking to get the "elevator pitch" of what's going on. We used Twitter to aid the blog and Facebook, by re-tweeting their posts. We also reached out to the artists featured in ART WORKS and initiated conversation. We tweeted to an artist, they tweeted back to us, and then we re-tweeted their replies. We compiled our tweets with hashtags (#), and labeled our tweets #ARTWORKS, this created trending topics.
PRINT Our goal was to distribute bookmarks and posters. We identified our target market; people we thought would be the most likely to attend the event and buy art. Each team member researched an area to determine what kind of places our target market inhabited. We contacted coffee shops, museums, art galleries, and other establishments to find out if they would let us hang posters there. When we received the posters we split up into smaller groups so that we could distribute the printed materials quickly and efficiently. We distributed posters in the South Loop, Lakeview, Wicker Park, and Belmont/ Boystown and the Columbia College Campus. Print design done by Hokin Project student, Melisa Morgan.
BLOG The blog was created to raise awareness for the event and to give the public a personal connection to the artists. We interviewed artists through email and inquired about their inspirations and artist statements as well as asking more personal questions like who their favorite artist was and where they wish to go after they graduate. These interviews allowed the public to learn more about the artists and establish an interest in them. We also used the blog to promote the videos, Facebook, and Twitter. We hoped that this cross advertising would help to gain a wider audience.
PRESS RELEASE The goal of the press releases was to increase exposure of Art Works through print media, including newspapers, magazines, event calendars, and blogs. By developing a consistent press release and marketing distribution calendar we systematically sent out releases to major publications around Chicago. We also used our connections to purchase ads in specific publications both Columbia centric and Chicago-wide.
FOR IMMEDIATE RELEASE Contact Information Shannon Bourne ShopColumbia Coordinator Phone 312.369.8616 Email: sbourne@colum.edu
THE HOKIN PROJECT AND SHOPCOLUMBIA PRESENT: ART WORKS One-of-a-kind artwork made by dedicated students and alumni of Columbia College Chicago want to share their work with you! CHICAGO - Columbia College Chicago is calling all art lovers to join us for the opening night of Art Works. The Hokin Project and ShopColumbia are joining forces to bring you an exciting, diverse collection of artwork directly from students and alumni. Guests will have the opportunity to connect with artists working in all disciplines and buy work at affordable prices. There is something for everyone, whether you are an avid art collector or new to the arts, this exhibition is a great opportunity for art enthusiasts of all kinds. The opening reception will be held on Thursday, November 15, 2012 at 5:00pm at 623 S. Wabash Avenue, first floor in The Hokin Project Gallery. Art Works is designed to allow emerging artists to connect with new customers, while students learn the process of selling and promoting artwork. Art Works is organized by gallery management students, promoted by entertainment marketing students and presented in collaboration with ShopColumbia. EXHIBITION DATES: November 15 – December 15, 2012 OPENING RECEPTION: Thursday, November 15, 2012, 5:00 – 8:00 pm ShopColumbia and The Hokin Project are located in the South Loop at 623 S. Wabash Avenue. For information call 312.369.8616. Hours of Operation MTWF, 11-5 and Th, 11-7. ### The Hokin Project, an arts management practicum course, provides students of all disciplines with hands-on experience in gallery management, exhibition development, creation, and design. Launched in 2010, the Hokin Project is a student-run collaboration between the Arts, Entertainment & Management Department (AEMM) and Student Affairs/ Department of Exhibitions and Performance Spaces (DEPS) of Columbia College Chicago. www.colum.edu/deps ShopColumbia features original designs created and inspired by Columbia artists. Spanning all media and disciplines, ShopColumbia is defined by what Columbia students are making right now. Artists have earned almost $200,000. Proceeds from sales also support student scholarships. In addition, ShopColumbia’s online store is now up and running and offers internet shoppers a fantastic range of items. shop.colum.edu Columbia College Chicago is an urban institution that provides innovative degree programs in the visual performing media and communication arts to nearly 12,500 students in over 120 undergraduate and graduate programs. A liberal arts college with a “hands-on minds-on” approach to arts and media education. Columbia College Chicago’s programs include film and video arts and design, arts management, television, radio, music, interactive multimedia- all within a liberal arts context. Columbia is dedicated to opportunity and excellence in higher education. For further information visit www.colum.edu
DIRECT MARKETING We sent emails to promote the ART WORKS opening night. We sent 442 emails in total. The majority of these emails were sent to the faculty and staff of the Art & Design, Photography, Fashion, and Arts Entertainment Media Management departments. 72 emails were sent to the Arts Entertainment Media Management Department, 91 emails to the Photography Department, 212 emails to the Art & Design Department, and 61 emails to the Fashion Department. The email blasts were also sent to Department of Exhibition & Performance Spaces, Library Faculty & Staff, and Alumni Relations. We sent personal invitations to a few distinguished faculty and staff here at Columbia, including Vice President of Academic Affairs and Interim Provost Louise Love and the Vice President of Student Affairs Mark Kelly. Each student created a “hot sheet� that contained a list of personal contacts of whom they contacted to invite to Art Works. Each student attempted to recruit five guests to attend the event in order to help reach our goal of 150 attendees.
INTEGRATED MARKETING TIMELINE - Blog - Facebook Page & Event Page - Twitter - Print posters and bookmarks. - YouTube videos - Press releases Facebook page & event page launch
October 23
Facebook posts
Post every Tuesday & Thursday up till one week till event and one week before event are posting every day.
Twitter launch date
October 24th
Tweets Wave 1
October 24 - 29th : two tweets a day
Website launch
October 24th
Blog posts
Posts every Monday/Wednesday/Friday
TimeOut Chicago Press Release
October 25th
Tweets Wave 2
October 29th – November 3rd : three tweets a day
YouTube Video #1
October 30th
Print Promo
October 30th: Distribute posters & bookmarks – Lakeview, wicker park, South Loop.
Reader Press Release
November 1st
YouTube Video #2
November 3rd
Tweets Wave 3
November 4th – 10th: four tweets a day
Tweets Wave 4
November 11th – 15th: six tweets a day
YouTube Video #3
November 13th
Art Works Opening Night
November 15th
SWOT Strengths Price points are low therefore if people like what they see they may be more inclined to buy. Different types of media will be represented therefore there will be a variety for people to see and purchase. Weaknesses The event is show casing emerging artists, therefore it might be hard to reach serious art buyers. There is a delay in communication between our class, ShopColumbia and The Hokin Project therefore we cannot make sure things are done on time. Opportunities Multiple gallery events are on campus on the same night therefore the possibility of drawing art connoisseurs from other shows is present. The exhibition is running from November 15,2012 to December 15, 2012 therefore if people do miss the opening night they will have the chance to see and purchase the work. Threats November in Chicago is known for unpredictable weather, therefore people might not want to come to our opening night if it is cold, rainy, or snowy. Our event takes places during prime class hours 5-8pm, therefore some students might not be able to attend our event because of class.
SURVEY Audience Affiliations Alum
faculty/staff
Not Affiliated
Student
Gender
NA
F
M
3% 13%
2% 41% 16%
59%
66%
Age 18-25
26-35
36-45
Ethnicity 46-55
3% 7%
4%
56+
African American
asian
Caucasian
Hispanic/latino
NA
Native American
Other 3%
1% 6%
16%
10% 9%
11% 70% 60%
Prior Knowledge Both
Hokin Project
Neither
ShopColumbia
How did you find out about the event? facebook
Friend
NA
poster/flyer
Teacher
website/blog
13%
1% 4% 6%
22%
25% 59% 43% 6%
16% 5%
Did you enjoy the event? no
somewhat 1%
yes
Did you enjoy the selection? no
somewhat 1%
3%
9%
96%
90%
yes
! ! ! ! !
Did$you$make$a$ purchase?$ no
Would$you$consider$ making$a$purchase$in$the$ future?$
yes
maybe
4%$
NA
38%$
39%$
96%$
no
18%$ 5%$
! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
Price$Range$ just$right
NA
too$high
26%$
12%$
62%$
yes
CONCLUSION OUTCOME The opening night of Art Works exceeded our goals. 220 people attended with sales of $1,360. After the opening, sales have continued to grow. We reached our target market of young professionals, as well as the current market; students and teachers/staff. We brought further awareness to The Hokin Project and ShopColumbia.
OPPORTUNITY FOR GROWTH The emails from our surveys can be used to reach the attendees for future Hokin Project and/or ShopColumbia events. 16% of attendees ranged from 26-35, which can provide for a new market base (young professionals). 16% of the attendees were not affiliated with Columbia, which can provide for a new market base.
RECOMMENDATIONS
o Keep the Art Works title for further exhibitions for emerging CCC artists. o Have more student exhibitions (once a semester). o Have a promo video to let people know more about Art Works. o Include more artwork in the exhibition. o Encourage artists to be present at the opening night of the exhibition.
o The artists should be made aware that our Entertainment Marketing class is promoting them. o Expand posting on free event posting websites. o Have poster images and promo materials available earlier. o Keep the Facebook page and the blog live for further exhibitions.
CLASS STATEMENTS “Having the ability to conceptualize, create, and promote an actual event through both direct and indirect marketing techniques has provided me with an abundance of knowledge and useful tools that will benefit my future self, and event marketing executions and development.” - Roderick Jarnagin “Working with this class and working for an actual client has helped tremendously with learning how to market an event. It has really put into perspective all of the necessary preparation, before, during, and after the event.” - Kyle Hart “Working on this event allowed me to use all my marketing knowledge in a real world event.” - Kristen Allen “From planning this event I feel prepared and confident in planning any personal or public event in the future.” - Courtney Hart “Having hands on experience and working with the client gave me knowledge that will benefit me in the future.” - Amy Roberts “This experience has given me the ability to strengthen my own business in promoting my artists in more ways than one.” - Alexander Ray “The Art Works exhibit has been an experience that I’ve never had before. Actually working with clients, deadlines, and actual events transformed a typically hypothetical situation to a real life environment. This really prepared me for marketing work in the industry. These skills can be used in various avenues in the future.” - Kendall Williamson “The project was an opportunity to see how the real business process works.” - Yuan Jiang “This class gave me the opportunity to learn about and use real marketing initiatives in the Real World. How crazy is that.” - Elizabeth Gottmann
“Being my first experiential class, I’ve gained much experience in dealing with promotion and distribution for events. I’ve made many connections that I probably wouldn’t have made if it weren’t for this hand on experience.” - Zach Ehrich “I gained knowledge on how to market hands on for clients and what to expect. Overall, it was a great experience.” - Mariah Carter “This class showed me that with extensive research, planning, and organization a marketing experience is a great way to showcase and be proud of work you accomplish.” - Joanna Redlinska “This class provided hands on marketing experience. Throughout the class, I learned the importance of collaboration and communication when working on marketing an event.” - Angelina DiGennaro “Theoretical knowledge is no comparison to experience.” - Tim Burns “Knowledge I’ve learned in other Columbia courses about marketing and planning an event were utilized in a hands on experience with real clients during this course. I not only learned about the important details that go into marketing an event, but the classmates I collaborated with are people I hope to work with in future endeavors.” - Ariel DeLaRosa
Thank-You
To Robert Blandford and The Hokin Project, Shannon Bourne and ShopColumbia for collaborating with us and giving our class the opportunity to market this event. To Naomi Couch, AEMM Office Manager. To our professor, Rose Camastro Pritchett, for providing us with this wonderful real world opportunity and showing us what we can create if we work hard enough. To the AEMM Department for giving us this opportunity. Surveys: Pri Amin and Elizabeth Gottman Editors and Designers: Kyle Hart, Tim Burns, Ariel DeLaRosa, Angelina Digennaro, Schenay Mosley. Content was provided by the class. Fall 2012 Experiential Marketing Class: Kristen Allen, Priyanka Amin, Timoteo Burns, Mariah Cater, Ariel DeLaRosa, Zacharia Ehrich, Elizabeth Gottman, Courtney Hart, Kyle Hart, Roderick Jarnagin, Lauren Kimsey, Schenay Mosley, Alexander Ray, Joanna Redlinska, Amy Roberts, Kendall Williamson, Yuan Jiang