Generous Art Fall 2015 Intern Semester Project Samantha Herd
Table of Content Timeline and strategy ........................................................................... 3 Social Media ........................................................................................... 7 Press Release ......................................................................................... 9 Partnerships and Sponsorship ............................................................ 11 Talking Points ....................................................................................... 13 Pitch ........................................................................................................ 14 Calendar Listings .................................................................................. 15 Media List .............................................................................................. 16
Generous Art
Timeline & Strategy Overview: Generous Art was founded on conversations about creativity and business, community, the lack of transparency in the art business. The simple 50|30|20 business model and online art gallery empowers artists and creates economic stability, while exhibits, creative programming, and professional development illuminate the art business for artists. In 2014, Generous Art introduced Raising Artists—a professional development program for artists of all ages—a program that produces creative programming and workshops, artist and curator talks, as well as internships and mentorships. Initially, Generous Art served adult artists, but with the development of Raising Artist, Generous Art is expanding their reach to include a younger audience: students, and specifically, high school students. As Generous Art seeks to build community relationships, Generous Art will partner with Austin Independent School District (grades 9-12), McCallum Fine Arts Academy and Crockett High School in the 2016-17 school year. This reveals a need to shift attention to their younger audience. Strategy Wyatt Brand aims to improve Generous Art’s social media engagement, relationship outreach and maintenance and assist with creative programming with the goal to raise Generous Art’s engagement with the youth for their pending partnership with AISD schools. Creative programming includes an end of the summer gallery emphasizing the artistic work done between the students and their Generous Art mentors. The event is called, “Student Artist Extravaganza Exhibit and Gallery.” The goal is to have 10 student signups for Generous Art programs, secure two sponsorships, one new partnership and increase social media followers and interactions by 5%. Wyatt Brand seeks to increase overall attendance by 20% to their Raising Artist’s programs and workshops through an effective public relations campaign below: Date March 1-14 Week of March 14
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Week of March 21 Week of April 4
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Week of April 11
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Week of April 17
Week of April 25
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Task Research/gather information Strategy/timeline discussion, feedback, and finalization Social Media strategy developed, finalized Scout and recruit students/artists for mentorship Compile media list o Target audience considered Draft partnership pitch/press release Social media posts 3x a week Outreach to current and potential partners (to attend/sponsor event) Send partnership press release for client approval Social media posts 3x a week Social media posts 3x a week Send out partnership press release (pending approval) Meet with GA for updates on mentorship Social media posts 3x a week Begin search for long-lead media options o Possible feature on GA’s exciting progress
Week of May 2
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Week of May 9
Week of May 16
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Week of May 23
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Week of May 30
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Week of June 6
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Week of June 20
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Week of July 11 Week of July 18 Week of July 25 First week of august
Second week of August
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Social media posts 3x a week Meet w/GA and media team for discussion and planning of website update Follow-up on long-leads Draft event press release Social media posts 3x a week Follow ups o Media and partnerships/sponsors Send event press release to client for approval Meet w/GA to finalize venue Send event press release (after client approval) o Calendar listings for August Exhibit Follow up with GA and media team about website update Meet w/GA to discuss progress and new approaches/directions Follow-up with media and pitches Tentative meeting w/ partnerships to discuss goals, possible future event collaborations for GA Follow-up on long leads Launch website update Social media posts 3x a week Follow-up with GA on status of mentorship program Social media posts 3x a week Meet with GA on finalization of all event needs Social media posts 3x a week Social media posts 3x a week Social media posts 3x a week Student Artist Extravaganza Exhibit and Gallery (8/5) Social media posts 3x a week Follow up with GA, sponsorships, partnerships Social media posts 3x a week Wrap report
Primary Audience • Students: High schools students with a creative streak who are interested in pursuing art degrees or careers in visual art • Community artists: Locals who have roots in Austin and make creative impacts with their work get education regarding the business-side of being a working artist, and they get assistance with the selling of their art. • Philanthropic individuals: Those committed to philanthropy and can support financially will buy art and donate to nonprofits. Secondary Audience
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Parents: Targeting parents will result in increased engagement and support for their children, which will foster sustained relationships. Influencers: Jennifer Chenoweth, Texas Commission on the Arts, Texans for the Arts, Texas Cultural Trust, The Cultural Arts Division of the Economic Development Department, Arts Education Partnership Business company’s/leaders: Leaders and companies in the community get the ability to associate their brand with a cultural program for community goodwill. Nonprofits: Nonprofits get a donation to their organization from the sale of artwork. Local community members: Not only do these individuals get to attend interesting cultural and creative programming, but they also have the opportunity to buy art while simultaneously giving back to their community
Messaging The key message around Generous Art needs to engage students, community artists, philanthropic individuals to take action and support and invest in artists and student artists. Generous Arts is: • Philanthropic: Generous Art partners with many nonprofits of various causes to support local artists. They sustain nonprofits by sending 30% of art sales to the buyer’s choice charity. 50% of the sale price for an artists work goes to the artist. Art is sold directly to nonprofits and charities at a discount. Lastly, Generous Art produces pop-up shows for nonprofit fundraising events. • Community-oriented: Art bring the creative community together and overall supplies the large community a creative outlet. Generous Art gives people access to artists and their studio practice by documenting and sharing their creative process. They use locations, businesses, and schools in the Austin community, which helps develop and maintain relationships between GA and it’s community. • Creative: Including drawing, paintings, photography, sculpture, digital, kinesthetic and much more, Generous Art does not shy away from traditional or alternative forms of art. • Business savvy: Businesses can host a Generous Art Event which creates positive exposure but also allows Generous Art to produce curated, high-quality visual art exhibition, free public reception. In addition to providing incentives for local businesses, Generous Art has a professional development programs for artists, Raising Artists. Programs include workshops, guest artists in schools, mentorships, student internships, articles and resources, and exhibitions. Generous Art uses a transparent business model, allowing artists who want to sell their inventory an accessible and trustworthy way to do so. Initial Target Media Pitches Wyatt Brand will target local, regional, and state print and digital media contacts with customized pitches such as: Business/Education Austin Business Journal Texas Lone Star Magazine Texas Observer Texas Tribune Art Education Americans for the Arts School Arts Community Engagement Texas Monthly Giving City
Austin Way Austin Woman LiveMom.com Art and Creativity CultureMap Tribeza Now Playing Austin KUT Austin Fusion Glasstire (Texas Visual Art)
Generous Art Social Media
Social Media will be posted around three times a week for this six-month contract. Two weeks before an event as least two posts (per week) should be dedicated to highlighting the upcoming event. We aim to create a clear, consistent message delivered in “one clear voice.” Facebook: Our primary use for Facebook will be to share think pieces, and occasional original content from GA’s online article/blog. These pieces can be from third parties. News and updates about upcoming events from Raising Artists should also be part of the social media-posting schedule. *Facebook Event pages should be developed for featured events Instagram: Generous Art is all about art, and Instagram is the perfect social media platform to get visual and promote an artists work. The opportunity to showcase art, showcase artists, and highlight events visually— particularly artists who are getting the most out of Raising Artists—is vital. #RaisingStudentArtists #BEgenerous #RaisedArtists Twitter: The main objective will be tagging the organizations, leaders, artists, and other people who make a difference in your programs. In addition, this is a great platform to cover Raising Artists events, programming, exhibits, and galleries that Generous Art puts on while using the hash tags listed above. Posting Schedule Facebook posts* • 2-3x a week with 1 post devoted to the event/program (upcoming) Twitter posts* • 3x a week with 1 post devoted to the feature event/program. Live-tweeting events is also an effective method to share event experience Instagram posts • 2x a week with 1 devoted to the feature event (that has occurred or is currently in progress) *Increase number of posts about the event (1 or 2) at least a week before the event/program
Sample Social Media Posts Week 1 Tuesday: Who doesn’t love a good studio to work in? Check out these 10 famous artists’ studios (insert link to photo gallery) Wednesday: Give recognition to a non-profit partnering with GA Friday: Share an art piece from a GA artist and a quote from that artist about the piece Week 2 Tuesday: Highlight a local (partnered) school’s art projects in the works. Thursday: Share a question and call to action: What does your creative process look like? Comment below. Friday: Share an interesting fact about GA founder, Jennifer Chenoweth. Week 3 Monday: Happy Monday to everyone! Let this week be one of creativity and progress. (Share a famous artist’s work)
Wednesday: Career spotlight! How art can push you into amazing careers. Friday: RSVP for “Student Artist Extravaganza Exhibit and Gallery.” Witness the physical work created by students and their mentors, and visually see the beauty of mentorship. Week 4 Monday: Business tip from a local business partner Tuesday: “Join Generous Art artists and their mentee’s as they share their visual art with the world. RSVP for the “Student Artist Extravaganza Exhibit and Gallery” Friday: Photography Friday! What photographer inspires you? We’re inspired by (insert timeless photographer). Week 5 (2 weeks before event/program) Monday: How does mentorship affect artistically inclined students? Attend “Student Artist Extravaganza Exhibit and Gallery” to see the visually striking work produced from mentorships. Wednesday: Offer a tip for young and aspiring artists Friday: Share an artist’s recently completed project, or progress on an upcoming project Week 6 (1 week before event/program) Tuesday: Share an uplifting quote from an artist involved with Generous Art Wednesday: Highlight a community artist project (or art related event happening in the community or at schools if possible) Thursday: Share a photo of a past event (perhaps #throwbackthursday) Friday: Push RSVP for next week’s event Week 7 (week of event/program) Monday: “what’s in store for Wednesday’s event?” post about event happening this week Tuesday: Share a funny post and gif about artists for upcoming event Thursday: Post-event thank you post (partners, supporters, nonprofits, quest speakers, etc.) Week 8 (1 week post-event/program) Monday: Share photos from last week’s event and positive reactions Wednesday: A “how-you-can-be-part-of-Generous Art” post (geared towards artists, businesses, or nonprofits) Week 9 (2 weeks post-event) Tuesday: Check out this student artist’s amazing work (insert photos of student’s work from a student in a partnership school). Thursday: Share a quote from a famous artist Friday: Do you understand our unique business 50|30|20? Read more about it here: (insert link to Generous Art article that briefly explains the model).
WHO: WHAT: WHEN: WHERE: WEB: CONTACT:
Generous Art—Empowering artists, strengthening communities and promoting philanthropy Raising Artists—Professional development program for artists—is partnering with AISD 2016 Austin Independent School District generousart.org/raising-artists/ | facebook.com/BeGenerousBuyArt | @genartorg For interviews, photos, etc. contact Samantha Herd at sam@wyattbrand.com or 512.904.9928 Putting the ‘raise’ in Raising Artist
Generous Art Steps Foot In the Classroom With AISD Partnership Empowering the creative entrepreneur of Austin’s visual artists, of all ages AUSTIN, Texas— With the command of a brush, pencil, camera, needle or thimble, students are getting exposure to local Austin artists, first-hand experience with careers in the fine arts. Generous Arts—a local nonprofit that empowers artists and strengthens community—has partnered with AISD to bring Raising Artist to students attending Crockett High School and McCallum Fine Arts Academy. This partnership will serve over 600 students in grades 9-12 and bring needed Fine Arts and professional development on campus to supplement student’s education by encouraging entrepreneurial skills in the arts. Through Raising Artists—one of the many programs that help Austin’s creative class create independent success through tools and resources provided by Generous Art—visual artists can manage their own creative endeavors without sacrificing their freedom of expression and limitless creativity. Offering various opportunities for professional development, Raising Artists cultivates talent and launches new careers by giving artists exposure and experience through internships, exhibitions, guest artists’ talks and workshops. The AISD partnership extends these resources and opportunities to students. Why Contribute to the Arts? Studies find a significant positive relationship between arts study and high school students’ overall academic achievement. In economically disadvantaged schools, where the arts are implemented in the curriculum, the benefits reached not just students but also faculty. Arts-centered school reform initiatives can engage students and teachers, improve school climate and culture, and connect schools to families and communities. The benefits of art education range from cognitive outcomes to social and civic outcomes. Research also demonstrates the ways in which art contributes to the academic success for high school students from low socio-economic backgrounds, language learners and students with special needs. “High school students are at a unique stage, when they are weighing their career and education choices,” says Generous Art’s Executive Director, Jennifer Chenoweth. “Many students, especially at-risk students, use the arts as an outlet.” Raising Artists mission to provide artists with the resources necessary to make artwork work for them also extends to students. Raising Artists exposes students to their options and resources to make the best and most informed decision. One Woman, One Brilliant Idea As an artist, Jennifer understands the complexities surrounding the art business. Chenoweth founded Generous Art and built a unique model after spending years in the traditional gallery industry, where, she said, most of the profits went to galleries instead of artists. “The gallery model is broken for artists. It’s an unreliable distribution model,” Chenoweth says. Generous Art’s model allows artists to receive 50% of the sale price. 30% goes to a nonprofit of the buyer’s choice, while the last 20% goes to Generous Art. The artist
claims 50% of the sale price and claims the other 50% as a tax deduction through a charitable donation, so they benefit from 100% of the value of their work. Generous Art is now partnered with two schools that embody a diverse make-up of students. McCallum Fine arts Academy is Austin ISD’s district-wide fine arts intensive high school program, attracting students who attend public, private and home schools. Crockett High School is the recipient of the Creative Learning Initiatives Program for 2015-2016, so the focus will be on creative learning campus wide. Around 66% of students are eligible for free lunch on campus. Raising Artist would supplement that initiative. In addition to serving the students, the partnership also serves the community, as it is an accessible location for Generous Art’s Raising Artist community programs, furthering Generous Art’s commitment to strengthening the community. About Generous Art To fulfill their timeless mission of empowering artists and strengthening communities, Generous Art produces dynamic exhibitions, opportunities for philanthropy, professional development, and creativity programming for artists, individuals, nonprofits, and businesses. When you buy original fine art through Generous Art, 30% of the sale price is donated to the charity of your choice, 50% goes to the artist and 20% to Generous Art. About Raising Artists Raising Artists is a professional development program for artists at different stages of their creative pursuits. With support from Cultural Arts Division of the City of Austin Economic Development Department and by the Texas Women for Arts this program provides workshops, guest artists in schools, mentorships, student internships, articles and resources, and exhibitions. About Jennifer Chenoweth Founder and artist, Jennifer Chenoweth started Generous Art after many conversations with friends about creativity and business, about how valuable community is to our lives, how to give back for all we are grateful for, about the lack of transparency in the art business, and about how artists get supported and their work valued. ###
Generous Art Partnerships and Sponsorship
Partnerships While content of the partnerships will change depending on the partner, the terms should follow this format: Hello, I’m working with Generous Art— a local nonprofit that empowers artists and strengthens community—and I wanted to talk to you about an opportunity to be the venue for Generous Art’s mentorship program and Summer Student Art Exhibit and Gallery on August 5th. As a unique non-profit and supporter of local artists, businesses and non-profits, we have longstanding relationships in many parts of Austin. We are committed to building and maintaining old and new relationships. We would like to expand our community ties by offering an opportunity for McCallum Fine Arts to be the center of this hub of community networking. In exchange for the following: • Marketing exposure to an email list of X, social media of more than X • Onsite recognition at events • Mentions in PR outreach for events and inclusion in select ads • First-hand exposure to media and influencers at event • The opportunity to create lasting community-based relationships with Austin’s art class, educators, local business and community leaders. We ask for McCallum Fine Arts Academy: • Provide free venue space for art exhibit and gallery on August 5th from 5pm-8pm that can accommodate up to forty guests. I’d love to hear your thoughts and collaborate with you more. You can reach me by phone or in person. I look forward to hearing from you! In addition to partnerships, sponsorships for Generous Art’s Summer Exhibit and Gallery include: Jerry’s Artarama, Asel Art and University of Texas at Austin Co-op Art Store. Sponsorship Levels: Patron of the Arts Gold Level (>$800) Print + Web • Prominent company logo included on all event posters and materials • Prominent logo inclusion on all Generous Art sponsorship boards and information strategically placed within high traffic • Three or four posts of recognition through all of Generous Art social media outlets including Facebook, Twitter, and Instagram pre and post event • Exclusive interview posted on Generous Art blog, highlighting the sponsoring company Event • An invitation to attend The Summer Exhibit and Gallery on August 5th • Invitation to attend The summer Exhibit and Gallery Reception
Collector Silver Level ($500-$800) Print + Web • Company logo included on all event posters and materials • Logo inclusion on all Generous Art sponsorship boards and information strategically placed within high traffic • One or two posts of recognition through all of Generous Art social media outlets including Facebook, Twitter, and Instagram leading up to Event • An invitation to attend The Summer Exhibit and Gallery on August 5th • Invitation to attend The summer Exhibit and Gallery Reception Apprentice Bronze Level ($200-$500) Print + Web • Company name inclusion in the pamphlets provided to all guest and visitors • Name inclusion on Generous Art’s sponsorship boards and website • One or two posts through select Generous Art’s media outlets including Facebook, Twitter and Instagram leading up to event Event • An invitation to attend The Summer Exhibit and Gallery on August 5th.
Generous Art Talking Points
WHO: Generous Art—Empowering artists, strengthening communities and promoting philanthropy WHAT: Raising Artists—Professional development program for artists—and AISD partnership begins WHEN: 2016 WHERE: AISD – McCallum Fine Arts Academy and Crockett High School WEB: generousart.org/raising-artists/ | facebook.com/BeGenerousBuyArt | @genartorg SPECIAL NOTES • Generous Art has partnered with AISD to bring Raising Artist to students attending Crockett High School and McCallum Fine Arts Academy. •
Partnership will serve over 600 students in grades 9-12 and bring needed fine arts and professional development on campus to supplement student’s education.
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Many students, especially at-risk students, use the arts as an outlet. While they’re at a critical stage of weighing their career and education choices, Raising Artists will guide them to make the best decision.
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Generous Art expands its reach to serve not only local artists and the community, but also students.
Generous Art Pitch
Hi _______________, On August 5, Generous Art is hosting a “Student Artist Extravaganza Exhibit and Gallery,” featuring local community artists, Jennifer Chenoweth, and community businesses at McCallum Fine Arts Academy. It’s exciting end of the summer event showcasing the hard work that students of McCallum and Crockett high school and Generous Art’s artists have put into the summer. It’s also a great opportunity to strengthen Generous Art’s new partnerships with both high schools. Guests will examine the art, enjoy light refreshments, engage in art, and see a live art demonstration by Generous Art founder Jennifer Chenoweth. We would love to collaborate with you! Here are some ideas that might interest you. • •
Interviews and pictures with students and mentorship about their experience working together and creating their visual pieces. Interview with Jennifer Chenoweth on the new partnership with McCallum Fine Arts Academy and Crockett High School
Generous Art is committed to strengthening artists and building the local community through art. Coverage for this event would strengthen local relationships and networks. Please let me know if I can provide you with any photos or additional information. Thanks you so much for your time! Kind regards, __________________
Generous Art Calendar Listing
Indulge your creative side with an end of the summer visual art exhibit. Local artist and student artists will be sharing their artwork at McCallum Fine Arts Academy on August 5, 2015 from 6:30 pm to 8:30 pm. Generous Art—a local nonprofit that empowers artists and strengthens community—presents the end of the summer “Student Artist Extravaganza Exhibit and Gallery.” Peruse the exhibit with your friends and family, create your own miniature art, enjoy light refreshments, and an art demonstration from Generous Art founder Jennifer Chenoweth’s as she acknowledges the hard work Raising artist’s students put into their work. Students and children tickets are free. Adult tickets are $15 dollars. All proceeds go toward future programming for students and artists in Generous Art’s Raising Artists. RSVP here: generousart.org/raisingartist/event329
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