V&A Italian Fashion Exhibition by Po-Lin Chen

4MMC7B1 Public Relations and Reputation Management Module Leader: John Slevin 141981571 Chukwudera Ugwuegbu 144850221 Alla Khushaim 145023301 Abdulaziz Ahmad Almehairi

146111842 Po-lin Chen 146577081 Linh Trinh

1. Situation Analysis 2. Marketing Objectives 3. PR Proposals and Programmes 4. Measurement and Evaluation Plan

Victoria and Albert Museum  V&A Museum is one of the worldwide astonishing museums, founded in 1852 and named after Queen Victoria and Prince Albert.  V&A is a non-departmental public body, sponsored by the Department for Culture, Media and Sport.  The entrance to V&A museum has been free since 2001. Nevertheless, there are some modest fees for some special exhibits.  V&A has the distinction of being the world’s largest museum for decorative arts and design with over 4.5 million treasures on display. The overall collection covers over 5000 years of art in every medium possible; from Asian and Islamic art, as well as glass, ceramics, textiles and costumes dating from the 16 hundreds.

Source: Victoria and Albert Museum

Victoria and Albert Museum

3,290,500 3,231,700

2012

46,324 29,659

2013

Visitors

2012

1,777,693 1,118,861

2013

Members

2012

2013

Income Source: Victoria and Albert Museum

The Glamour of Italian Fashion 1945-2014  This is an exhibition from 5th April – 27th July 2014.  The focus is on Italian fashion from fashion leaders such as Gucci, FENDI, Giorgio Armani and many others from fashion artists in the industry.  The exhibition covers male and female clothing and the selling point is the showcase of vintage fashion from the world war II until now.

Picture source: Victoria and Albert Museum Source: Victoria and Albert Museum

Trends in visits to visitor attractions in England, by segment, 2008-12 70

Museums & art galleries

Historic properties Country parks

million

Wildlife attractions/ zoos/farms

Leisure/theme parks

Gardens

Visitor/heritage centres

Steam/ heritage railways Other attractions

0 Year Total Visits

2008 2008 235 m

2009 2009

2010 2010

2011 2011

2012 2012

2013(est)

247 m

253 m

263 m

262 m

280 m Source: Mintel

Top ten free visitor attractions in England, by visitor numbers, 2011-12

Source: Mintel

Description

Implication

SOCIAL

Currently people are becoming more interested in attractions that combine entertainment and education, especially with students, as they learn more from these attractions than from a class (visitor attractions, 2013).

This trend plays in favour of the V&A museum as it is an educational attraction and it offers school trips.

The number of British university students is increasing every year, despite the increase in the tuition fees (BBC News, 2014).

The V&A is an educational attraction and this trend would help increase the visitors to the museum, seeking educational information.

Fashion student numbers are increasing each year, as there is currently about 173,000 fashion students in the UK (Hesa, 2014).

This trends means that there are more people interested in fashion and therefore a possible increase in the Italian Fashion exhibition visitors.

Celebrities are increasingly influencing the fashion industry, therefore, people are becoming increasingly interested in fashion trends and its origins (Thecelebritycafe.com, 2014).

This trend would help increase the visitors for the Italian Fashion exhibition, as it offers information about the history of the Italian fashion.

Free attractions are outperforming paid-for attractions, in the sense that free attraction visitors are more than paid for attraction visitors. People prefer free attractions (visitor attractions, 2013).

This trend will benefit the V&A in general as it is a free entry museum. However, the Italian fashion exhibition is a paid attraction.

Implication

There is evidence that the UK economy is recovering and people are starting to have better attitudes towards spending money on paid for attractions such as exhibitions (visitor attractions, 2013).

This will benefit the Italian fashion exhibition as it is a paid for attraction. Therefore it will increase the revenue of V&A museum.

The museum and art galleries continue to dominate the visitor attraction industry, having 33% of all visitor attractions (visitor attractions, 2013).

This is a benefit for the V&A and the Italian Fashion exhibition.

Technological

New technologies are a big part of our lives nowadays. There are new technologies that help showcase and bring out the beauty of every angle of each piece of art (visitor attractions, 2013).

The V&A uses these technologies that make each piece look more appealing to portray an image that V&A is a modern museum.

Online ticket booking is growing (visitor attractions, 2013).

The V&A has a user friendly website that allows people to book their tickets to the exhibition in advance.

Environmental

Mintel reports have confirmed the trend that the UK weather is becoming wetter every year, even in summer (Metoffice.gov.uk, 2014).

Economic

Description

Consequently people tend to visit indoor attractions such as museums and galleries, more than outdoor attractions (visitor attractions, 2013).

This trend is beneficial to the V&A and the Italian fashion exhibition, as they are indoors attractions. People would rather spend their times in such attractions than in an outdoor attraction.

Free Visiting

Good Location as it is located in Central London

A separate fashion section which is a strong point of differentiation compared to other leading museums

2. 3.

Rise in foreign students coming into the UK meaning increase in target market Fashion trend increasing in society meaning rise in interest and possible subscription by people Tourists prefer free visiting attractions and are more likely to indulge in such attractions which makes V&A a likely option.

1. 2. 3. 4. 5.

2. 3.

60% of funding from the Government which is steadily decreasing. Insufficient Marketing Communications Lack of Awareness for V&A and Italian Fashion Exhibition. High Cost of Maintenance/Interior High cost of Insurance

Competition in Direct and Indirect Competitors increasing; Museums, Sight seeing locations such as Madamme Toussadds. Possible rise in cost due to unforeseen future events such as economic fluctuations/inflations & weather etc. Possible disinterest in the future because of rising and more competitive free activities.

The Fashion World of Jean Paul Gaultier: From the Sidewalk to the Catwalk

Hello, My name is Paul Smith

Made in Mexico

Fashion and Textile Museum

The Glamour of Italian Fashion 1945-2014

Fashion Rules Exhibition

The Cheapside Hoard: London's Lost Jewels

Venue

V&A Museum

Kensington Palace

Museum of London

Barbican

Design Museum

Time

Apr 05 – Jul 27 2014

Mar 04 2014 – Jul 04 2015

Oct 11 2013 – Apr 27 2014

Apr 09 – Aug 25 2014

Nov 15 2013 – Jun 22 2014

Jun 06 – Aug 30 2014

Price

£13.50 £ 8.00 concs

£11.50 £ 9.00 concs

£10.00 £ 8.00 concs

Undetermined

£12.40 £ 9.30 concs

£ 8.80 £ 6.60 concs

ESTEE LAUDER

FABERGE

PAUL

SONY

Media partner

BAZAAR /

The Telegraph

Sponsors

To enforce a better brand position & awareness in order to create preference to the sponsored brand.

Support Italian Fashion Exhibition by donation or cooperation from brands and media partnership.



Members

Com tools: Email/ Phone/ Meeting /Online Press Office

Free entry to Italian fashion exhibition & Other exhibitions. Exclusive Members Only Evening to access the exhibitions in evening.

Attend the exhibition and share the positive word of mouth.

 Com tools: Member contacts (email, text messages)/ Newsletter/ Social Media/ Official Website In-house Designers/Artists

Briefing on the agenda of the program A good opportunity to build a network with sponsors & media to share ideas & build relationship. 

Media

Com tools: Email/ Direct Mail/ Meeting

Highlight the importance of the time-limited show, and the importance of the vintage collection from Italian leading fashion brands.

Be satisfied and confident about the exhibition and program. Keep good relationship with museum and sponsors. Help Italian Fashion Exhibition to get a wider coverage and build the awareness from publics.

 Com tools: Personal contacts (email, phone to the journals)/ Meeting

Staffs

Briefing on the program & their responsibilities of different members of Staff Make use this as opportunity to build networks with the sponsors (not limited to artists only)- as they might part-time students. 

Com tools: Email/ Meeting Session/ Flyers

Comprehensively understand the core information and events of Italian Fashion Exhibition.

Stakeholder

Key messages

Government / Local Authorities

Inform the government of the details and the performance of Satisfaction and approval from the the exhibition as well as the outcome. (This is crucial since the government. Increase funding to the government funds the Museum) exhibition and the museum in general.  Com tools: White paper/ Report/ Meeting

Education Institutions

General Designers/Artists

Retailers

Donators

Assist in enriching students with Fashion/art knowledge.  Com tools: Press Release/ Social Media/ Email/ Direct Mail (brochures)/ Official Website

Realise the benefits for their students from visiting the exhibition and bring the students in.

Expand your fashion/art network , to help in expose to new ideas & develop their skills in this industry.

Realise the benefits from visiting the exhibition.

 Com tools: Direct Mail/ Press Release (Magazines and Newspapers)/ Social Media To showcase fashion styles and possible trends that could be attractive in their stores.  Com tools: Press Release/ Social Media/ Email/ Direct Mail (brochures)/ Official Website Emphasizing on their contribution in keeping the Museum running up to date. 

General Public

Desired Response

Keep good relationship with existing donators.

Com tools: Personal Contact (Email, Phone, Direct Mail)

To experience the uniqueness of vintage fashion & the development of fashion throughout the years. 

Attract more retailers become our visitors by business opportunity in fashion exhibition.

Com tools: Press Release/ Social Media/ Official Website

Creating advocates (spread the word) to increase the number of visitors of the exhibition.

Corporate Objectives • To be the number one destination targeting artists, educational bodies and tourists in the UK.

Business Objective • To provide our visitors a unique experience by showcasing the highest quality of collections in different mediums to foster cultural awareness and boost creativity in the UK. • To contribute and maintain a strong art scene in the UK by continuous attraction of visitors through holding various exhibitions that enrich different segments for different industries. Marketing Objectives • Increase the number of visitors by 10% by Dec 31st 2014. • To increase the number of membership to 52,000 by Dec 31st 2014. • To be ranked 3rd in the UK by Dec 31st 2014. Marketing Communications Objectives • To maintain a strong brand in the visitors attraction industry by public awareness through events coverage and exhibitions. • Increase interest, preference, and positive attitudes towards the V&A Museum. • Create a positive word of mouth through social networks for new exhibitions to drive more visits. PR Objectives • Obtain high media coverage for the glamour Italian fashion from various media channels including traditional and modern media during exhibition from March to July in 2014. • Build a mutual beneficial relationship with stakeholders in the fashion industry to maximize the share of voice and gain coverage for exhibition before and during the exhibition by July 31st. • Maximize visibility of V&A Museum / Italian fashion exhibition online (Social networks, blogs) and offline (Newspapers and magazines). • Enrich the stakeholders with in-depth information about exhibitions held by Victoria & Albert museum.

 Stakeholder: Sponsors (Brands and Media Partnership)  Tactics: Two-way symmetric  Key Message: “Raise up your fashionable brand by sponsoring Italian Fashion Exhibition in the most prestigious museum.”  Desired Response: The brands support Italian Fashion Exhibition by 1. Donating money 2. Cooperating with their products 3. Acquire media partnerships keeping updating news during the exhibition  PR Tools: Email / Phone / Meeting / Online press office

 Content:  Key message: The benefits of sponsorship - Publicity  Key figures of V&A visitors and members Picture source: Victoria and Albert Museum  Key way to sponsor • Donate money and your brand logo will show on advertising, V&A member newsletter and the publication of Italian Fashion Exhibition • Cooperate your product with V&A Italian Fashion Exhibition  Potential Sponsors:

 Stakeholder: Members  Tactics: Public information Model / Two-way asymmetrical Model  Key Message: “Exclusive Members Evening be a foreseer to Italian Fashion.”  Desired Response: Picture source: Victoria and Albert Museum To anticipate the exhibition and spread word of mouth.  Content: Few days before the official open of Italian Fashion Exhibition, V&A opens exclusive entrance to the exhibition for members only and discounted entrant fee is offered .  PR Tools: Member contacts(email, direct mail, text messages) / Newsletter / Social Media / Official Website

 Stakeholder: In-house Designers/Artists, Sponsors, Media, Donators, Retailers  Tactics: One-way asymmetrical mode / Two-way symmetrical model  Key Message: • Designers/Artists, Media: Great opportunity to meet with Designers, Media, Sponsors, Donators and Retailers in the event • Sponsors, Donators, Retailers: Thank you reception to significant participancy of V&A museum.  Desired Response: Good relationship between designers, sponsors, media, donators and retailers.  PR Tools: Email / Direct mail / Meeting Picture source: Victoria and Albert Museum

 Stakeholder: Staffs  Tactics: Press agentry/publicity model  Key Message: • Briefing on the program • The responsibilities of different members of Staff • The opportunities that could present themselves for Staff as well • The importance of working and performing together  Desired Response: Comprehensively understand the core information and events of Italian Fashion Exhibition.  PR Tools: Email / Meeting session / Flyers

Picture source: Victoria and Albert Museum

 Stakeholder: Government/Local Authorities  Tactics: Two-way symmetrical model  Key Message: Highlight and inform the government of the details and the performance of the exhibition as well as the outcome.  Desired Response: Satisfaction and approval from the government. Increase funding to the exhibition and the museum in general.  PR Tools: White paper / Report / Meeting

 Content:  White paper: It will be sent to the government to detail the proposal of the event and provide information about the activities and the parties involved.  Report: A report will be sent to the government to inform them with the outcomes of the exhibition and the future plans.  Meeting: Members from the government will be invited for a lunch meeting in a private venue in the V&A. The meeting will discuss very specific information about the exhibition and will answer all the government’s enquiries.

 Stakeholder: Educational Institutions  Tactics: One-way asymmetrical model  Key Message: “Help your student gain knowledge of fashion/art profession.”  Desired Response: Picture source: Victoria and Albert Museum Make fashion-related educational initiations realise the benefits of visiting the exhibition and encourage them to bring students to Italian Fashion Exhibition.  PR Tools: Social Media / Email / Direct Mail (brochures) / Official Website

 Stakeholder: General Designers/Artists  Tactics: Public information model  Key Message: 1. Develop your profession in fashion and art scene 2. Expand your fashion/art social network  Desired Response: Picture source: Victoria and Albert Museum This is a good choice for myself as well as my colleagues and students to enhance our knowledge to learn about Italian fashion industry.  PR Tools: Press Release to Professional Magazines and Newspapers/ Social Media / Email / Official Website

 Stakeholder: General Public  Tactics: Press agentry/publicity model, Public information model  Key Message: Raise awareness of the exhibition – creating word of mouth encourage the public to come visit the exhibition.  Desired Response: Creating advocates (spread the word) – increase the number of visitors to the exhibition.  PR Tools: Press Release / Social Media / Official Website / Press Agentry Event

 Content:  Press release: Send out a press release to bloggers and journalists to inform the public of the exhibition and the press agentry event. This Press release will be distributed as an email using the V&A’s database of media contacts. It will be sent to the entertainment section editors of the Metro, Glamour, and BBC as an email. In addition, BusinessWire newsroom is going to be used to distribute the Press release.  Social media: Invitation to the exhibition is going to be posted on the V&A’s Facebook page and Twitter account. The accounts will be constantly updated will relevant information about the exhibition such as the press agentry event.  Website: Full details of the information about the exhibition is going to be posted on the V&A’s website.

ď Ž Press Agentry Event: The event is going to take place in the afternoon of central London for two days (last weekend in April 2014). It will consist of 5 models dressed up in Italian costumes from the Italian fashion history. The models are going to engage with the public and invite them to the exhibition, providing interesting facts about the history of fashion in Italy. The event is going to take place in different locations Baker Street, Covent Garden, Oxford street, and Piccadilly Circus, as well as in the V&A. Picture source: Victoria and Albert Museum

2013 Sep

Oct

Nov

2014 Dec

Jan

Feb

Mar

Apr

Main Exhibition Sponsorship Members Evening

4/3 4/4

Fashion Reception

4/5

Staffs Communication Government Communication

Educational Institutions Communication Professionals Communication General Public Communication Press Agentry Event

4/26 4/27

May

Jun

Jul

Aug

Communication Tools

Extra Event

Cost

Sponsorship

Email / Phone / Meeting / Online press office

£ 1,000

Members Evening

Member contacts(email, text messages) / Newsletter / Social Media / Official Website

Yes

£ 5,000

Fashion Reception

Email / Direct mail / Meeting

Yes

£ 30,000

Staffs Communication

Email / Meeting session / Flyers

£ 1,000

Government Communication

White paper / Report / Meeting

£ 1,000

Educational Institutions Communication

Social Media / Email / Direct Mail (brochures) / Official Website

£ 2,000

Professionals Communication

Press Release / Social Media / Email / Official Website

£0

General Public Communication

Press Release / Social Media / Official Website

£0

Press Agentry Event

Press Release / Social Media / Official Website

Yes

£ 2,000

Evaluation Cost Total

30%

£ 18,000 £ 60,000

• Number of • Number of • Number of • Number of

sponsors and media partners participants of members evening educational institutions visits fashion design institutions visits

• Measuring relationships with stakeholders • Measuring media coverage of Italian Fashion Exhibition • Measure share of voice & share of discussion of Italian Fashion Exhibition • Measure the preference by visitors to V&A Museum (Detailed in evaluation method)

• Increase the number of visitors to the Museum • Maintain Positive Reputation of V&A Museum • Maintain continuous relationship with key stakeholders (e,g: Government, sponsors, donators, members and media)

Measuring Relationships with stakeholders through: • Surveys to capture stakeholders feedback on the exhibition. • One to one meeting with stakeholders to identify areas of development. • Surveys to members on the (member's only evening) online or offline. Measuring Media coverage of Italian Fashion Exhibition through : • Quantifying the number of publications in press and comparing them with previous exhibitions held, to measure the effect of the exhibition in the museum. • The placement of publications and the degree of positive content of the publication. Measure Share of Voice & Share of Discussion of Italian Fashion Exhibition through: • Define the competitors in the attractions industry and compare against other museums share of voice within same spectrum. • Monitoring buzz through words searched on the web, blogs, online forums or social media. Measure Preference by visitors to V&A Museum through: • Comparing the number of visitors and seek feedback through online survey from V&A Museum.

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Hesa. 2014. HESA - Higher Education Statistics Agency - Free Online Statistics - Students & qualifiers. [online] Available at: http://www.hesa.ac.uk/index.php?option=com_content&task=view&id=1897&Itemid=239 [Accessed: 20 Mar 2014].

Thecelebritycafe. 2014. Is Celebrity Obsession Destroying Our Society? | TheCelebrityCafe.com. [online] Available at: http://thecelebritycafe.com/features/24315.html [Accessed: 20 Mar 2014].

BBC News. 2014. Student numbers rise despite higher fees. [online] Available at: http://www.bbc.co.uk/news/uk-politics-24400571 [Accessed: 20 Mar 2014].

Moda.com. 2014. 60s Italian fashion moda style vintage retro - moda.com. [online] Available at: http://www.moda.com/fashion-history/60s-italian-fashion-2.shtml [Accessed: 21 Mar 2014].

Mintel. 2013. Visitor attraction. [online] Available at: http://academic.mintel.com/display/690399/ [Accessed: 20 Mar 2014].