NOW G A L L E R Y INNOVATIVE COMMUNICATION TACTICS PROPOSAL VALERIA MEIER - MEI15455048
NOW G A L L E R Y INNOVATIVE COMMUNICATION TACTICS PROPOSAL VALERIA MEIER - MEI15455048
CONTENTS Situation Analysis: NOW Gallery Brand Overview Aims & Objectives Target Consumer Profile Implementation Tactic 1: NOW Gallery x Mowalola Limited Edition Zine Tactic 2: Exhibition Launch Event Tactic 3: Exhibition Related Talks & Workshops Tactic 4: Digital Communications Campaign Media Plan Timeline Bibliography on Supporting Material
NOW Gallery (2017)
NOW GALLERY
AIMS & OBJECTIVES
Brand Overview NOW Gallery is a free public exhibition space for contemporary art, fashion, design and photography based on Greenwich Peninsula, South East London. It promotes work mostly from up and coming emerging artists, designers and creative professionals.
Aim: To encourage a wider audience to visit NOW Gallery and the Greenwich Peninsula, and develop a stronger sense of community with them. Objectives: To promote awareness on the gallery and exhibition by creating a limited edition zine in collaboration with Mowalola and placing it at key locations. To improve NOW Gallery’s newsletter and digital communication in order to accomplish a distinctive brand image and increase subscribers.
It was designed by Marks Barfield Architects and is recognized for its glass exterior and for being one of Greenwich’s most influential platforms in promoting the district as the new art and culture neighbourhood. (Now Gallery, 2019)
Brand Identity The following images present NOW Gallery’s logo, it’s interior and exterior design.
To increase footfall by creating a successful series of talks and workshops performed by relevant people on subjects related to the exhibition, followed by sponsored late night events.
NOW Gallery Exterior
NOW Gallery (2019)
NOW Gallery Interior
The gallery is located in Greenwich Penninsula
NOW Gallery (2018)
NOW Gallery (2019)
Working Not Working (2017)
Target Consumer Profile What is the average age range? 18-35 years old.
Students/ Young adults in a creative career
Where do they live? Around East London - Shoreditch, Liverpool Street Station, Aldgate/ Aldgate East, Bermondsey, Southwark.
Enjoy visiting galleries and museums
Do they live with their families or by themselves? They live either by themselves or with other students as flatmates, or with their significant other. What sort of job do they have? Full time students and young professionals in creative careers. Eg. fashion, photography, fine art, illustration, design, marketing/advertising. What socioeconomic level do they belong to? Middle Class - Can afford higher education in Universities such as Ravensbourne University, University of the Arts London, Westminster University and Istituto Marangoni. Earn a minimum disposable income of 20,000 - 30,000 pounds per annum.
Meier (2017)
Bedoya (2017)
Rubina (2017)
What is their marital status? Single or recently married Do they have kids? None or very young. What activities do they do on their spare time? During their spare time they visit art galleries and museums, they go to the movies, read magazines, go to shops and department stores to look around, go to the neighbourhood pub with friends, have lunch with friends, study at their university libraries or coffee shops around their area, visit markets around their area. What/How do they read? Dazed (print and online), i-D (print and online), Business of Fashion (online), Time Out (when looking for activities to do), British Vogue (not as often, print and online), Wallpaper (print and online), LOVE Magazine, Evening Standard/Metro Newspaper (at the bus/tube), The Penninsulist (Greenwich paper). Do they have any social media accounts? Yes, they mainly use Instagram and Pinterest, but access Facebook and Twitter every once in a while. Where do they shop at? East London Markets, Selfridges, vintage/secondhand shops, independent designer stores, antique shops, concept stores, museum shops such as the Tate Modern store.
I-D (2019)
Rubina (2018)
Read publications such as i-D, Dazed, Another, LOVE Magazine, and more.
Cividanes (2019)
Visit markets near their area during the weekends
STRATEGIES Tactic 1: NOW Gallery x Mowalola Limited Edition Zine In order to promote Mowalola’s exhibition at NOW Gallery we will develop a zine dedicated to inform people on both the gallery and the designer as well as Greenwich area. The content featured in the publication will feature an introduction to NOW Gallery and Mowalola’s collaboration, followed by a separate introduction on each. Additionally, it will include a profile on the gallery’s curator Jemima Burill, a Greenwich area guide, and finally an editorial by Mowalola. The zine will be distributed at several key locations in order to be handed out to a specific target audience. These locations include Bond Street Station, as it connects Central London and North Greenwich directly by the Jubilee Line in under 20 minutes, which will help attract regular commuters who may not know about NOW Gallery or North Greenwich and how close it is to the city centre. It will also be distributed at North Greenwich station. Further on, the limited edition zine will be placed and distributed at universities such as Ravensbourne, which is located very close to the gallery, as well as other art and design universities such as Central Saint Martins, which is Mowalola’s alma mater, as well as some of the rest of the UAL colleges such as London College of Communication, which is about 20 minutes from North Greenwich, London College of Fashion, Chelsea College of Arts, and Camberwell College of Arts. Finally, it will also be sent alongside the exhibition’s launch party invitations, the media kit for targeted press, and included in the talks and events gift bags. The following are mock ups of the zine. The final result is attached as a separate printed file from this one.
Inside the zine
Tactic 2: Exhibition Launch Event The launch event for SILENT MADNESS will take place on November 28th 2019 at NOW Gallery, where guests will arrive from 6pm to have a first look at the exhibition while enjoying drinks and appetizers, as well as music by musical artist Joey Labeija. The party will begin at 6pm, were guests will receive a drink along with a NOW x Mowalola tote bag upon entering the NOW Gallery space. Inside, the exhibition will be in place for everyone to walk around and experience at their own pace. The party will be mostly lit by the projections from the SILENT MADNESS short film as well as the screens playing it, and a few additional lights to highlight the fabrics and prints. Drinks will be made available throughout the night by the team of waiters dressed in Mowalola print outfits. At 7:30pm appetizers will begin going around the party. Music will be playing non-stop until the end of the event, but will only be lowered at 8:30pm, when designer Mowalola and head curator of the gallery, Jemima Burrill take a few minutes to publicly welcome everyone to the new exhibition and give thanks for the wonderful experience and opportunity. A few heaters will be placed outside along some high chairs for anyone who needs to grab some air or smoke. Event Invitation The invitation for the event will be presented in one of Mowalola’s characteristic prints and will include a card with a QR code that will allow guests to scan and enter a website to find images, videos, and more information on the exhibition.
Guest List The following is a list with a preview of the guests that will be invited to the launch party. These will include editors and journalists, fashion designers, photographers, musicians, stylists, and people from the fashion and art industry, as well as NOW Gallery’s newsletter subscribers. Daniel Obasi - Stylist Ruth Ginika Ossai - Photographer - ruthossaiinfo@gmail.com Finn Mactaggart - Filmmaker James Maessiah - Musical Artist LA Timpa - Musical Artist Rhea Dillon - studiodillon@gmail.com Essie Buckman - Fashion designer - essiebuckman@hotmail.co.uk Julia Sarr Jamois - British Vogue - Fashion Editor at Large Poppy Kain - British Vogue - Senior Fashion Editor Anne Marie Tomchak - British Vogue - Digital Director - annemarie.tomchak@condenast.co.uk Clementine de Pressigny - ID - Contributor - clementine.depressigny@i-d.co Liam Hess - ID - Contributor - Liam.hess@i-d.co Erica Euse - ID - Contributor - Erica.euse@i-d.co Mathew Whitehouse - ID - Contributor - Mathew.whitehouse@i-d.co Harriet Verney - LOVE Magazine - Editor - Harriet.verney@condenast.co.uk Ogun Gortan - LOVE Magazine - Fashion Editorial Assistant - ogun.gortan@condenast.co.uk Amelia White - LOVE Magazine - Junior Online Editor - Amelia.white@condenast.co.uk Lily - Wonderland - Editor - lily@wonderlandmagazine.com Abigail Hazard - Wonderland - Junior Fashion Editor - abigailhazard@gmail.com Maybelle Morgan - Wonderland - Online Editor - Maybelle@wonderlandmagazine.com Emma Hope Allwood - Dazed - Head of Fashion (Digital) - emmahopeallwood@gmail.com Ashleigh Kane - Dazed - Arts & Culture Editor - ashleighkane@gmail.com Emma Davidson - Dazed - Fashion Writer Dominic Cadogan - Dazed - Junior Fashion Writer
Tactic 3: Exhibition Related Talks and Workshops As the new exhibition opens, a series of related talks and workshops will begin in collaboration with different subject professionals. These will paid events in which students, adults or anyone interested can attend and learn something new by purchasing a ticket via Eventbrite. The talks and workshops will take place on Thursday evenings from December 5th 2019 until January 23rd 2020, except for December 26th 2019 and January 2nd 2020 for Christmas and New Year’s holidays. These six first talks and workshops will work as a test run to see if it would be a viable idea to continue further on with other exhibitions. These events will take place at NOW Gallery.
Tactic 4: Digital Communications Campaign NOW Gallery provides the option to subscribe to their newsletter via their website, but it is very inactive, therefore it will be relaunched as a more constant newsletter were consumers can receive news about what’s happening at the gallery and around the area, read articles related to it, and get to know members of the NOW Gallery team as well as North Greenwich residents. This will help build a lifestyle and community around the gallery and improve its impression upon the audience.
NOW G A L L E R Y
The themes for the talks and workshops will include identity, heritage, diversity and equality, and sexuality, all in relation to fashion, film, music, art and creativity. Speakers will include designer Mowalola and NOW Gallery curator, Jemima Burill, alongside many other industry professionals discussing personal experiences and learnings related to their area of expertise. All attendees will receive a free SILENT MADNESS tote bag along with NOW x MOWALOLA limited edition zine.
W E L C O M E We’re very exited you’ve joined our community of art-enthusiasts! Now you’ll be able to receive news and articles about NOW Gallery and Greenwich via our email newsletter programme. Please find our latest exhibitions and events below, as well as new articles on subjects related to the gallery and the area :)
Three different styles using Mowalola’s signature prints NOW After Party - Late Night Event Every Thursday after each talk and workshop, NOW Gallery will host a late night event at their exhibition space, where guests can have drinks and look around Mowalola’s installation. Additionally, there will be a different musical artist each date, such as James Maessiah and LA Timpa.
Mowalola Ogunlesi in conversa- The Great Supper by Sara Shakeel tion with Jemima Burrill is still open! Book tickets here! Find out more
How to Spend a Sunday in Greenwich Read it here!
MEDIA PLAN In order to promote NOW Gallery and its upcoming exhibition with designer Mowalola Ogunlesi to its target audience, a series of relevant platforms and publications will be approached with a proposal and a media kit. Key Messages: NOW Gallery and menswear fashion designer Mowalola are launching a new exhibition in November 28th 2019 hosted at NOW Gallery in North Greenwich. NOW Gallery is a free public space characterized for being an incubator for new artists and designers, providing a space for them to experiment and promote their creations in a live space. The new exhibition will be the designer’s first and it will be accompanied by a series of talks and events happening throughout the exhibitions dates.
Target Media Contact List Newspapers: The Sunday Times (Style) Flossie Saunders - Fashion Editor (Style) - flossie@flossiesaunders.com Jane McFarland - Fashion Director Press - home.news@thetimes.co.uk Interview - interview.requests@thetimes.co.uk Arts and Culture - culture@sunday-times.co.uk The Guardian (Fashion) Jess Cartier Morley - Associate Editor (Fashion) - jesscartermorley@theguardian.com The Telegraph Caroline Leaper - Fashion Editor - carolineleaperfreelance@gmail.com Chloe Mac Donnell - Acting Fashion Editor - Chloe.macdonnell@gmail.com Charlie Gowans-Ellington - Senior Fashion Editor Article Suggestions - dtnews@telegraph.co.uk
Media Kit: Press Release
SILENT MADNESS - Mowalola Ogunlesi From 28 Nov 2019 NOW Gallery is thrilled to announce acknowledged upcoming menswear designer, Mowalola Ogunlesi, as its newest winter collaborator. Drawing inspiration from her homeland Lagos, Nigeria, and themes such as identity, desire and sexuality, SILENT MADNESS is an immersive experience into the Mowalola world. The free exhibition will offer a “kaleidoscopic mind trip”, according to the designer, presented by the use of bright colours and large scale fabrics taking over NOW Gallery’s exhibition space. Recognized for her bold prints and Nigerian psychedelic eighties rock influence, the exhibition will also present an installation featuring a tar-dipped music band surrounded by Mowalola’s eye-catching fabrics enveloping the space. Additionally, the exhibition will introduce a short film inspired by the exhibition’s concept directed by Finn Mactaggart. These images will be projected throughout the space, as well as on monitors around the exhibition. Running alongside SILENT MADNESS, NOW Gallery invites students and adults to further explore different subjects related to the exhibition over a series of talks and workshops taking place at Ravensbourne University, each followed by a free late night event at NOW Gallery. Tickets are available for purchase at: www.eventbrite.com/nowxmowalolatalks For more information please contact: info@nowgallery.co.uk +44 (0)20 3770 2257 I: @NowGallerySE10 T: @NOWGallery #SILENTNOW #NOWxMowalola
Fashion Publications: British Vogue Anne Marie Tomchak - Digital Director - annemarie.tomchak@condenast.co.uk Alice Casely-Hayford - Digital Editor - alice.casely-hayford@condenast.co.uk Katie Berrington - Associate Digital Editor - Katie.berrington@condenast.co.uk Alice Newbold - News Editor - Alice.newbold@condenast.co.uk I-D Steve Salter - Fashion Features Editor - Steve.salter@i-d.co Osman Ahmed - Associate Fashion Features Editor - osman@live.co.uk Sarah Raphael - Online Editor - Sarah.raphael@i-d.co Ryan White - Content Manager and Contributor - Ryan.white@i-d.co Clementine de Pressigny - Contributor - clementine.depressigny@i-d.co Liam Hess - Contributor - Liam.hess@i-d.co Erica Euse - Contributor - Erica.euse@i-d.co Mathew Whitehouse - Contributor - Mathew.whitehouse@i-d.co Editorial - editorial@i-d.co LOVE Magazine Harriet Verney - Editor - Harriet.verney@condenast.co.uk Ogun Gortan - Fashion Editorial Assistant - ogun.gortan@condenast.co.uk Amelia White - Junior Online Editor - Amelia.white@condenast.co.uk Wonderland Magazine Charlotte - Managing Editor - charlotte@wonderlandmagazine.com Lily - Editor - lily@wonderlandmagazine.com Abigail Hazard - Junior Fashion Editor - abigailhazard@gmail.com Maybelle Morgan - Online Editor - Maybelle@wonderlandmagazine.com Elly - Editorial Assistant - elly@wonderlandmagazine.com
Dazed Emma Hope Allwood - Head of Fashion (Digital) - emmahopeallwood@gmail.com Ashleigh Kane - Arts & Culture Editor - ashleighkane@gmail.com Emma Davidson - Fashion Writer Dominic Cadogan - Junior Fashion Writer
ICON Magazine Priya Khanchandani - Editor - Priya.khanchandani@icon-magazine.co.uk Matthew Ponsford - Deputy Editor - Matthew.ponsford@icon-magazine.co.uk Robin Farley - Art Director - robin.farley@icon-magazine.co.uk Siobhan Morin - Content Editor - Siobhan.morrin@icon-magazine.co.uk
Listings/Roundups Go London (Evening Standard) David Ellis - Editor - David.ellis@standard.co.uk Londonist All listings and editorial - Hello@londonist.com
Aesthetica Magazine Cherie Federico - Editor Kate Simpson - Assistant Editor Eleanor Sutherland - Digital Assistant Editorial & Press Releases - pr@aestheticamagazine.com
Time Out Ellie Walker-Arnott - London Digital Editor Katie McCabe - London News and Events Editor - katieruthmccabe@gmail.com Alexandra Sims - London Deputy News and Events Editor James Manning - London City Life Editor Eddy Frankel - London Art & Culture Editor Local Media: Visit Greenwich (online) Media & Press - Media@visitgreenwich.org.uk The Penninsulist Independent/Niche Publications: Dezeen (Online) Frankie Entwistle - Head of Digital - frankie@dezeen.com Karen Anderson - Digital Editor - karen@dezeen.com Gunseli Yalcinkaya - Design & Style Reporter - gunseli@dezeen.com It’s Nice That (Online) Matt Alagiah - Editor - ma@itsnicethat.com Josh Baines - News Editor - jba@itsnicethat.com Jenny Brewer - News Editor - jb@itsnicethat.com 1 Granary Olga Kuryshchuk - Founder/Editor in Chief Art Publications: Wallpaper Magazine (Print/Online) Editorial - fashion_department@wallpaper.com / wonline@wallpaper.com Elephant Magazine Press Enquiries - office@elephant.art Editorial Enquiries Emily Steer - e.steer@elephant.art Louise Benson - l.benson@elephant.art
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