A Public Relations Plan Prepared for:
Kennesaw State University’s Zuckerman Museum of Art
Kennesaw State University’s new Zuckerman Museum of Art is a privately funded art facility that will house the university's art collections. It is apart of the KSU department of Museums. The space will curate and house contemporary art exhibitions for the campus and surrounding community. The permanent collection was part of the Zuckerman family’s private collection. The ZMA is a free to the public and welcomes visitors during campus hours.
Prepared by: Ally Carpenter, Amanda Chapman, Kate Heling, Zach Hindes, Emily Pugh, Bobby Schwarz
This proposal has been submitted under the Zuckerman Museum of Artâ€™s (ZMA) authority. This group, comprised of students, was afforded the opportunity to submit this proposal in interest of the museumâ€™s future impact on the Kennesaw State University campus. The design of this proposal is to help the client with the soft opening of the ZMA. The challenge presented is having a variety of students, as well as faculty and staff, attend this event. The benefits of this campaign will be increased media coverage of the museum, the creation of a thriving art culture on campus and to achieve a large attendance at the soft opening event. After the face-to-face meeting with the client that gave a better understand of the challenges facing the ZMA, research was conducted to assess the best possible outlets to successfully meet the needs. Public relations and museum resources were used while conducting the secondary research assessment. A survey and focus group were conducted to gather information from the student body at KSU for the primary research analysis. A 14 question survey was distributed to 66 people. It offered insight on how one might view contemporary art and modern art, both of which will be on display at the ZMA. The focus group was comprised of six KSU students, this group offered insight of a students perspective, and if they were likely to attend the ZMA. The research was conducted over several weeks from September to October. Through the research, we are more aware of the challenges of a museum, and how to get high attendance numbers. These challenges are seen as opportunities to raise awareness about the new campus fixture. These challenges are acceptance and action-oriented. Strategies that are being proposed are through media coverage and campus outreach. Media coverage will utilize campus media such as The Sentinel and OWL Radio, as well as social and local media. The key message of this campaign are the ZMAâ€™s opportunity to enhance and bring new life to the campus culture of KSU. A budget of $4,000 from the ZMA has been set for this campaign. Considering this is a nonprofit organization this budget will be strictly adhered to. The timeline for this campaign will run for two months from January 5 until March 5, 2014. An evaluation will be conducted after the soft opening to measure the attended as well as measurements of the social media campaign on a monthly basis. This proposal is effective, feasible, and innovative in that it utilizes campus resources and organizations for an affective conclusion. It overcomes the challenges and achieves the goals for the ZMA while using a low budget. This proposal will be submitted to the ZMA in December. Thank you Zuckerman Museum of Art for the opportunity to create and present this campaign.
Table of Contents
Executive Summary / 2-3 Introduction / 5 SWOT Analysis / 6-8 History/ 9 Past Efforts/ 9 Competition / 10 Primary Research / 11-15 Secondary Research / 16-17 Audience / 18 Theme / 19 Key Messages / 19 The Event / 20 Goals & Objectives / 20-24 Evaluation / 26-27 Time Table / 28 Budget / 29 References / 30 APPENDIX A – Survey / 31-37 APPENDIX B – Focus Group / 38-41 APPENDIX C – Tactic Examples / 42-56
The Zuckerman Museum of Art will be holding a soft opening for KSU students and faculty at the start of the spring semester 2014. The Zuckerman Museum of Art will be only the second museum on a Georgia college campus. The museum will be located behind the Bailey Performance Center, and will serve as a rich cultural resource for Kennesaw State University and the surrounding community. The Zuckerman will hold over 6,000 permanent pieces of art from the KSU archives along with international exhibitions, KSU student pieces and other local regional pieces. The museum will be free to all KSU students and to the general public. The ZMA will feature contemporary, clean and sophisticated art that will be featured throughout three exhibits. The three exhibits featured at the opening will be first, See Through Walls that will focus on artist and when artist meet architecture, second, From Earth and Fire, stone and bronze works, which is a collection of Bernard Zuckermanâ€™s first wife, Ruth Zuckermanâ€™s collection, and third, a juried exhibit of student art voted on by the students of the art department.
We conducted a strengths, weaknesses, opportunities, and threats analysis of the Zuckerman Museum of Artâ€™s current situation in the of Fall 2013, to better apply our strategies and tactics. Strengths: The number one strength of the Zuckerman Museum of Art is it is located on the KSU campus. This makes it convenient for traditional students faculty that would like to visit the ZMA or who have down time between classes to visit the museum. Another strength is that the museum is free to KSU students and the general public. With the limited funds of a traditional college student, this is a great incentive for students and public to visit the museum. This is also a good incentive to families and other members of the community who are looking for something fun and free to do in their spare time. The next strength is art enthusiasts on and around campus will want visit the museum to get a look at the new exhibits. Students might want to keep up with exhibits as they change throughout the year. The ZMA is only the second art museum on a Georgia college campus, the new culture that the ZMA bringing to the campus, along with its rich history of donators will encourage visitation from the people of the community. The next strength is the ZMA will be one of the few art museums in the northwest region Georgia. Since there are few museums in this region of Georgia it will attract the public to come see the exhibition. The attraction of not having to drive thirty minutes to Atlanta will also help. The type of art that will be exhibited at the ZMA is another strength to the museum. Fans of contemporary, sculpture and architecture will want to come visit the museum to experience the unique exhibits. The works showcased are clean and sophisticated, this will attract a variety of publics to visit the museum. A great strength of the ZMA is the opportunity for educational field trips for elementary and secondary schools to be exposed to art at a young age. Because the ZMA is already on a college campus, this gives it great opportunities to attract schools from surrounding districts to visit for educational purposes. The cost of the field trip would be relatively cheap considering the admission to the museum is free. Weaknesses: A main weakness for the ZMA is the public in the surrounding area of Kennesaw may not contain a large amount of art enthusiasts. If the public does not seek out art then they are not likely to seek out the ZMA. Another weakness may be the contemporary art theme the ZMA is dedicated too. Although this is a popular art form, not every art supporter enjoys that particular style. Having only one style might limit the span of visitors. Limited parking designated for the museum can also be considered a weakness. There are only four parking spots available for the museum and it could be difficult for the general public to visit the museum especially on days when there are classes in session. The shuttle bus, B.O.B. might become an viable option for the museum. If the public is made aware of this form of transportation. Opportunities: A great opportunity for the ZMA is that KSU can be considered a liberal arts campus. This being the case, the campus, after a significant promotion campaign, could embrace this new
campus cultural image. The buzz from the new museum will bring a wave of interested new publics to the ZMA. The audience that is being targeted will be curious about the new building on campus and might bring more people to the site. The opening event, and events in the future can bring those people together and answer questions about what is going to be happening in the museum. This will also start a word of mouth campaign from those who had good experiences at the ZMA. Internship opportunities with the ZMA will be another opportunity and benefit for the museum. Students that are interested, are passionate and/or are pursuing a career in art can use the ZMA as a steppingstone for their career with an internship. This could be an opportunity for those students to work with the administration and get experience in the field they are pursuing while also giving back to the KSU community. Finally, another opportunity is future exhibits at the museum. Having an employed curator working with the artist and local museums, the ZMA has a an opportunity for a living museum. The exhibits will be different every few months. This give this museum a fresh feel each time the audience views the exhibitions. Tours of each exhibit can inform visitors of the works that are on display. This could be a learning experience for the visitors and spark an interest in the works on being presented. Threats: A threat to the ZMA is the audience may not understand or care for the display. Students are less likely to visit the museum if they are not familiar with the art that is being displayed. The ZMA is located in less trafficked part of the KSU campus. Students could be ignorant of the new building because of its location. Lastly, the general publics that are not familiar with the KSU campus could be lost finding the site. This could cause the public to be reluctant to visit the museum.
History Bernard Zuckerman donated Ruth Zuckermanâ€™s art collection to KSU in 1999 in memory of his late wife. The collection spans 40 years of her work from 1953 to 1993, and includes sculptures in stone and bronze. Ruth Zuckerman is most widely known for her universal themes of family, love and protection. The museum will feature a gallery of Zuckermanâ€™s stone and bronze art. Past Efforts:
The Zuckerman Museum currently has a Facebook page and Twitter feed to promote events and update the community with information. The museum also has a website that is currently under construction that will serve as a primary source of information. The current exhibits are being held at the Bailey Performance Center until the completion of the Zuckerman Museum.
Competition: The Zuckerman Museum has a great differential advantage since it is only the second museum on a Georgia college campus and has a chance to be the greatest art museum in the North Georgia area. However the Zuckerman still has some competition. These museums are: The High Museum of Art The High is located in Midtown Atlantaâ€™s arts and business district and features both contemporary and classic pieces. Ticket prices range from $12 to $19.50. Georgia Museum of Art The Georgia Museum of Art, located on the University of Georgia Campus, was the first art museum on a Georgia college campus. Admission to the museum is free but suggests a $3 donation. The Museum of Contemporary Art of Georgia The Museum of Contemporary Art of Georgia (MOCA GA) is located in downtown Atlanta and focuses on contemporary pieces by Georgia artists. Other global artists are also featured in the exhibitions. Admission to MOCA GA ranges from $1 to $5, but is free for members, children under the age of 6 and active U.S. military. Marietta/Cobb Museum of Art The Marietta/Cobb Museum of Art is located on the Marietta Square. It is the only fine arts museum in the Atlanta area that focuses on American art. Admission to the museum ranges from $5 to $8 and is free for members and children under the age of 6.
Research Summary Primary Research The primary research studies that were conducted were specific and original works exclusive to this PR plan. An original survey and a focus group were made to understand how the students of Kennesaw State University felt about the new museum on campus. The interest was focused on the main target audience, which is specific to the student body on campus. It is in the interest of the museum to find out where the students stood when it came to the ZMA to know a starting point of the campaign.
Primary Data from Survey In the survey conducted for the primary research of the Zuckerman Museum of Art (ZMA), a number of questions were asked based on demographics and student interest in the ZMA. While the survey was available, 66 people participated in the study, from these participates it was found that the highest percentage of students that participated in the survey were seniors, with the lowest being freshman. Research also found that 88 percent of participants were traditional students between the ages of 18-25, non- traditional students between the ages of 26-35 made up 9 percent and the other 3 percent were above the age of 35. There was somewhat of gap between the male and female participants in the survey, with 72 percent being female and only 28 percent male. The ethnicity was also somewhat skewed with 85 percent of participants being Caucasian, and only 5 percent being African-American, and the Hispanic, Asian, and other categories making up the last 10 percent. The information we received is somewhat skewed since the majority of participants were females and almost all were traditional students, however, the information gained from the survey is still relevant to the museum’s needs, as the traditional student is part of the ZMA’s target audience. The following breaks down the questions we believed would be most beneficial in the campaign, along with what the findings might provide. How do you hear about school events? When asked the question of how they heard about school events, most students answered, as expected, heard of the events via the Internet, with most answers leaning toward social media as the key contributor to information. Also flyers around posted around campus and the school newspaper, The Sentinel were both methods being utilized. We found it interesting that even though Owl Radio was an option not one person selected it as a way to receive information. This particular question was found helpful in discovering how student hear about school events. This shows that the ZMA will need to utilize the social media presence with a Facebook page and Twitter feed to promote and share information about the soft opening and The New Campus Culture. Social media can be one of the most effective ways to spread information. Students can also share information between one another for an interactive community presence online. Email is also a useful tool to reach students through the student email. A careful email campaign can be effective as long as it is precise and consistent, yet not overwhelming to students. If the emailing becomes too regular it can be discarded as spam. Flyers around campus can also be an effective way to get information to students. The flyers can be eye catching to get the students attention. Lastly, we found that not one of our participants uses Owl Radio; therefore little effort should be used through that medium. How many school sponsored events do you attend a semester? When participants were asked how many KSU school events were attend per semester, the majority of participants said they attended 1-3 events, the next highest being 4-7. This information is notable for the soft opening of the museum for it shows that the student body is attending events around campus. The majority of KSU students attend at least one event per semester, so the ZMA need to be sure to make that soft opening the main event to attend. Do you consider yourself a person who likes/enjoys art? The next question asked if the participant considered himself or herself a person who enjoys art, the majority of people claimed they just ‘like’ art and the next highest answer being they ‘loved’
it. The remaining responses were mixed. This question shows there is great opportunity in the ZMA, almost all of participants expressed some interest in finding art enjoyable. Have you ever had to attend any art exhibit for a class at KSU? When participants were asked if they had visited a museum or gallery on campus, the question was virtually split down the middle between yes and no. When asked about their visits to museums off campus, half, as expected, mentioned The High Museum of Art. The other half answered with The Museum of Contemporary Art (MOCA), The Marietta Museum of Art, other, and I’ve never visited an art museum. With the majority of participants responding that they had visited other museum(s) around the Atlanta area indicates that there is interest in museums, thus showing there is potential for the ZMA on campus and the New Campus Culture. The ZMA could be a place students spend time between classes. The outside courtyard and a coffee shop, this could one day be an area of leisure for the campus. This is also a great opportunity, being the only art museum in the Northwest region of Georgia; the ZMA could attract people from neighboring communities. Are you aware that an art museum is being built on the KSU campus? The next question asked was if the participants were aware that an art museum was being built on the KSU campus, 63 percent of those participants answered yes to that question. Participants were then asked what was the likelihood that they would attend the museum, 43 percent of these participants said that they were not likely to visit a museum on the campus. These percentages show that the ZMA needs a promotional campaign to get the numbers of students aware of the project up. More effort needs to be focused to reach the student and faculty population to inform them of the important work that is being done in the museum. This will help get a new buzz on campus for the ZMA, since 43 percent of participants said they were not likely to visit, these efforts could change that statistic. It is known that not every person is going to be a fan of art, but greater efforts could be made to appeal to those people. What kind of art would you like to see in the museum? When participants were asked about the kinds of art they would like to see in the ZMA, the majority surprisingly chose Photography. The other categories of modern, sculptures, architecture, contemporary, Avant-garde, folk, and other were consistent across the board at about 20-40 percent. This question can help with future exhibits at the ZMA. The participants were clearly more interested in the photography category; this could be something the ZMA curators might consider for future exhibits to attract new clientele. The information found through this question also shows that the audience will be attracted to the work that is going to be shown at the ZMA in its upcoming exhibits, such as: sculptures, architecture and contemporary art. What is your perception of contemporary art? When participants were asked about their perception of contemporary art, the two majorities either found it ‘inspiring/enjoyable’ or they had no opinion. The two lowest categories were finding the art ‘confusing’ and ‘ugly/weird’. This is a good sign for the ZMA and show that the majority of people will enjoy the art that is going to be displayed in the museum. Where do you believe the art should come from?
Finally, when participants were asked about their opinion of where the art should come from, 43 percent of said it should come to the ZMA from local artist, 33 percent said international and 13 percent would like to see art from around the South East. The museum can use this information for future exhibits, as a way to attract a variety of people who may care about viewing local and Southern art. Primary Data from Focus Group The focus group was conducted on October 7, 2013 in the Student Center at Kennesaw State University. There were five girls and one boy in the group. The following questions that are explained below offered the group the greatest information for the campaign. Are you a fan of art? What d o you think of when you hear that something is “art”? When asked if they were fans of art and what they think of when something is art. One person has taken art classes before, and three had taken the Gen Ed Art 1107 class. Overall everyone said that they were not necessarily fans of art and would not go to a museum just to go. A girl in the group said she thinks art is based on perception and it cannot be judged and everyone agreed with this statement. No one considered himself or herself an “art lover”, but they all said they appreciate art. What kind of art are you most familiar with? What kind of art would you like to see at an on campus art museum? The kind of art most people were familiar with was big name artists like Van Gogh or Monet; so more classical art. The kind of art that they would like to see at the ZMA is student art and local area art. Everyone in the group has been to at least one art museum. The High was the most popular with five out of six people having attended the museum. Other museums mentioned were the MOMA and MET in New York, Marietta/Cobb Museum of Art, and Booth Western in Cartersville. Have you ever been to an art museum or attended an art show? The group named quite a few galleries on campus including the ones in the library, and the Bailey. Two out of six people have actually attended a gallery on campus, but neither could remember the type of art that was being featured at that time. Before coming to the focus group today, were you aware of the Zuckerman Museum of art that is opening on the KSU campus? Half of the group parks in Central parking deck so they have seen the building, but did not know what the building was going to be. The other half are not on that side of campus and did not know about the construction of the ZMA. Some ideas the group had for attracting students to the museum were to give extra credit for classes, and to have some sort of a preview of the exhibit before it opens that way students know what kind art is being shown that way they can decided if they want to attend or not. What are some of the best methods you receive information?
The methods this group receives information was through the Sentinel if it is before the “Police Beat” section because that is her favorite part, social media especially Instagram and Twitter, and flyers. The findings: The findings from this focus group show support for art and a general interest from students. Most students have been to museums, but would not go for the fun of it. Ideas such as a preview of the art, and utilizing social media would be some good practices for getting information about the ZMA to KSU students.
Secondary Research Through secondary research we found that the museum will become a great addition to the Kennesaw State University campus because of its use as a teaching aide along with the museum’s effect on the campus culture by bringing students that are interested in art. We also found an example of University of Georgia’s campaign for their museum while their building underwent renovations. Through this example we were able to see certain ideas that worked for the University of Georgia that we believe would work on Kennesaw State University’s campus. Museums and Education:
Museums have always been a place of learning. According to David F. Monk in his article John Dewey and Adult Learning in Museums, the use of museums as a teaching aid expands a student’s views. Also that by creating an active learning experience the knowledge revealed is actually retained. Museums and Social media: Social media is an important aspect of Museum public relations and should be utilized and updated in the article Web and social media usage by museums: Online value creation the authors give an example of if someone recommends a museum to possibly thousands of people on Facebook a museum has to be ready. This includes an updated page with relevant information to the museum. The article also referred to a museums use of online social media as if it is a digital brochure. Also in their research they took a look at some of the most visited museums in the world and how they use social media. The research was conducted in 2010 and it was found that Facebook out of Twitter, Facebook, Myspace, and blogs was the highest utilized. Georgia Museum of Art: The Georgia Museum of Art was established in its modern residence at the Performing and Visual Arts Complex in 1996. The museum began to undergo construction in spring 2009. This created a need for the art to be shown in new spaces. The museum created the “GMOA on the Move” campaign that would encompass the events throughout the next two years of construction within the main museum space. As part of the campaign the created a new logo, a six-month event calendar, rack cards, invitations, and promotional banners to promote the museum exhibits. For the first large exhibit they also included invitations, press releases, lectures and gallery discussions. They created a program within “GMOA on the Move” called “The art of.” This program included a Flicker photo competition and a kickoff party. The museum actively used social media, some of the social media tactics include interactive contests, photographic content on Flickr, links to general art news on twitter, virtual tour on Second Life, and informational videos on YouTube.
Audience The Zuckerman Museum of Art’s strategic campaign will be aimed toward Kennesaw State University students and faculty. The goals of presenting to the students and faculty the new gift of the ZMA will be met by aiming the audience reach to these key figures. This reach will also be aimed toward the press for exclusive coverage before the hard opening. The key target audience being: • Kennesaw State University student population. • Kennesaw State University faculty and staff population • The art community’s press population. This being for print or Internet coverage. The soft opening can show off the space before the hard opening later in the year.
• Age group includes 17 to 25 years of age for the main target audience. This age group will also extend to our adult learner student population and faculty. • Neither Gender specific. Theme The specific theme for the ZMA soft opening is ‘New Campus Culture’. This encompasses the importance of the culture the museum is attempting to reach the audience with along with keeping a fresh feel to the public. The New Campus Culture will embody the museum, exhibits, publications and courtyard to make a congruent message. The theme will include not only the soft opening style but also the sleek and clean style of the museum itself. By incorporating the sleek stylization of the ZMA to the soft opening’s details, we will accomplish a successful event. Details of the theme include: Clean, stylized details Consistent font size and color scheme Use of “New Campus Culture” as slogan Key Messages Kennesaw State University’s new campus culture starts with the Zuckerman Museum of Art. Every person that is active on the KSU campus, both student and faculty should know about this new culture. The perfect way to experience this is by attending the soft opening event located at the ZMA in March 2014.
The Event The soft opening event will be held March 5, 2014 at 5:00 p.m. Prior to the event starting at 4:00 p.m. the Owl sculpture event will be held on the Campus Green to spread last minute awareness of the event and to get students involved in the festivities. At 5:00 p.m. a brief speak will be given to thank everyone for attending and to give a short outline of the night. Following announcements and speak at approximately 5:15 p.m. will be a ribbon cutting ceremony and then guest will be invited inside to visit the museum. There will a buffet style food set up once guests are inside, starting at 5:15 p.m. when doors are open. The next hour will be dedicated to guest arrival, getting guest fed and letting guests look around (music will be playing for guest enjoyment). From 6:15 p.m. - 7:15 p.m. guides will be giving tours of the museum and explaining the different exhibits of the museum. From 7:15 p.m. to 8:00 p.m. will be Q&A for the
artist and stuff of the museum. From 8:00 p.m. to 8:45 p.m. the contestants from the Owl sculptures contest are displayed, winners are announced and prizes are given to winners. From 8:45 p.m. to 9:00 p.m. other prizes will be given out. From 9:00 p.m. till the end of the event guest will be able to walk around to check out exhibits and converse. The entertainment will consist of the KSU orchestra during the opening ceremony and (certain parts throughout), other than the orchestra there will be music (mostly classical) played over a speaker system during times when there is nothing going on. There will also be a movie(s) being projected from the patio area of the museum onto the building across the parking lot so guests will have something to do during downtime. The food will be catered by the KSU commons/ culinary department. The food will mostly consist of finger foods such as: chicken fingers, cheese and crackers, bean dip, spinach artichoke dip, hummus and pita bread, half size paniniâ€™s (turkey, ham, turkey and cheese, and ham and cheese), stuffed mushrooms, bruschetta, tortilla roll-ups served with toothpick (turkey, ham, avocado), and antipasto skewers (olives, cheese, meat). Desert will also be catered by the culinary department, including: brownies, cupcakes, cookies (chocolate chip, peanut butter, macadamia nut, sugar), fruit (sliced peaches, grapes, strawberries, apples, oranges, pineapples and mangos), Oreo truffles and chocolate covered strawberries. Beverages will have to be bought off campus. Drinks served will include: bottled water, soft drinks (Coke, Sprite, Pepsi, Dr. Pepper, Mt. Dew). There will also be coffee and tea served, which can be supplied by the culinary department.
Goals & Objectives The overall goal of the public relations plan is to generate awareness of the Zuckerman Museum of Artâ€™s soft opening and the museum as a whole on the Kennesaw State campus. Generating campus-wide awareness of the Zuckerman Museum of Art will help to ensure the success of the soft opening and maintain a positive reputation among the Kennesaw State community. The following is a breakdown of the goals, strategies and tactics that will be implemented to achieve this goal.
Increase media coverage on KSU campus and local area Strategy 1.1 Weekly/Monthly publicity materials and public service announcements to our preferred medias (reference media list in appendix) Tactic 1.1 PSA (reference appendix) – The first tactic is to release a PSA for OWL Radio to play. There are two versions of the PSA. One is 30 seconds and the other is 60 seconds. The PSAs give information about the soft opening and where to find more information. These PSAs will begin playing in February. Tactic 1.2 Press release (reference appendix) - The second tactic is to send out a press release to media outlets on the KSU campus and our preferred, local media outlets. The rationale for this tactic is to alert the media of the opening in hopes to get the press to the event for a behind the scenes look of the museum before the grand opening later in the semester. The press release will be sent out in the media kits in January. Tactic 1.3 Specific pitch letter to the sentinel (reference appendix)- The third tactic is a pitch letter to the KSU on campus newspaper, The Sentinel. This pitch letter is for a cover story on the ZMA for students, faculty, and staff to gain more information about the museum and it’s opening. This letter will be sent out in January. Goal 2 Increase social media audience for the ZMA. Strategy 2.1 Implement a social media campaign for the soft opening of the ZMA (Reference social media plan in appendix) Tactic 2.1 Facebook – www.facebook.com/ZuckermanMuseum- Facebook should be used to create and spread awareness for the soft opening of the ZMA. The Facebook page should post daily updates leading up to the soft opening, however the post should differ from day to day, to avoid a message of noise that the audience might tune out. The messages should be informative about the upcoming event and also interesting to catch people’s attention. Tactic 2.2 Twitter-www.twitter.com/zuckermanmuseum - Twitter should be used to create and spread awareness for the soft opening of the ZMA. The ZMA Twitter account should follow as many KSU organizations and accounts as possible in order to reach the greatest audience. Twitter should post daily tweets with updates leading up to the soft opening while utilizing the hashtags, the tweets should differ from day to day. If the same message is posted then it will turn into noise that the audience will tune it out. The tweets should try and be creative to catch the attention of people, and there should also be a “hashtag” attached to all ZMA tweets. The hashtag will make it easy to recognize what the tweet is about. The hashtag used should be
consistent with every tweet. The messages should be informative about the upcoming events and also interesting to catch people’s attentions and get them interested in the event.
Tactic 2.3 Instagram- www.instagram.com/zuckerman_museum- Instagram should be used to give updates of the progress of the museum and also as a scavenger hunt. A scavenger hunt can be used as a fun way to get students involved and create an interest in the museum and soft opening. Instagram has grown widely in popularity, especially among college students, making it a great way to reach the target audience we are seeking. A “hashtag” should be used to make the pictures easy to recognize, and also to create a “hashtag page” where people can click on the hashtag and it will show all the previous pictures taken with that hashtag. The hashtag used should be consistent through every post. Tactic 2.4 YouTube- www.youtube.com/zuckermanmuseum (suggested)- YouTube should incorporate sneak peek/teaser trailers of the inside of the museum in anticipation of the soft opening. Short clip (no more than one minute) will be filmed about progress of the museum and hype of the soft opening. The clips will act as teasers for the soft opening and expose more and more information as it gets closer to the opening. The clips will contain short snips of the exhibits and the building itself to create hype. The links will be shared on Facebook and Twitter feeds. Tactic 2.5 HootSuite- HootSuite is a social networking service that would help the Zuckerman Museum of Art with their social media management. HootSuite would benefit ZMA because it allows a brand to gauge their social media impact. HootSuite allows the ZMA to schedule all the messages and when they would like them to be sent out.
Goal 3 Attract a crowd of at least 1,000 people at the soft opening of the ZMA in March 2014. Strategy 3.1 Increase the visibility of the ZMA around campus, specifically for the soft opening event happening on March 5, 2014. Tactic 3.1 Artist around campus (reference appendix of t-shirt design)-This tactic is specifically placed to capture the target audience’s attention in their normal environment. The idea of ‘artist around campus’ is to place student artist from the KSU art school on easels at high traffic areas
during peak times. These artists will be painting portraits related to the ZMA message in hopes of capturing the attention of students that pass. Tactic 3.2 “Colorfy Campus Owl Contest” - The Colorfy Campus Owl contest will involve groups throughout Kennesaw State University. The overall idea of the Colorfy Campus Owl Contest or C.C.O.C. is to increase the feeling of ownership of the museum and entire campus for students. While conducting our focus group a participant mentioned the lack of color across the college campus. This contest will stimulate communication about the opening of the Zuckerman Museum of Art through the use of campus groups and clubs such as sororities, fraternities, intramural teams, and student government. The contest will begin with passing out or emailing a PDF of an image of an owl that the museum will choose. The groups and clubs then submit their design to the Zuckerman Museum through email. Through the use of Facebook the designs will then be voted on by the amount of “likes” on the image. The top five designs will then be given the opportunity to create their design on a large owl sculpture. These owl sculptures will be created out of paper mache and coated in white paint to create a blank canvas for the students. The top five designs will be displayed between the Zuckerman Museum of Art and the Fine Arts Satellite Gallery. Inside of the Fine Arts Satellite Gallery will be a voting box. The winner with the most votes out of the five will have their owl statue created into a permanent fixture on the campus. Also the winning group and club will be given Zuckerman Museum of Art t-shirts. Tactic 3.3 “Light Up Kennesaw” - Light Up Kennesaw is meant to gather student and promote the opening of the ZMA. It will include adding colorful spotlights to the buildings around campus. In the middle of the spotlight it will say “ZMA.” This combined with the additional tactics will create a “buzz” around campus about the museum. Buildings that the spotlights are recommended include: Sturgis library, Visual Arts building, Social Science building, Burruss building, Science building, Student Recreation building, Student Center, Clendenin building, Wilson building, the Commons, and especially the Zuckerman Museum of Art. These specific buildings are highlighted in a map on appendix. Tactic 3.4 Flyer (reference appendix) - Through the survey mentioned in the primary research, it was found that flyers were a practical way of communicating to students throughout campus. The flyer references the soft opening of the ZMA and the activities that will happen on night of the event. The flyer is an eye-catching piece that uses our color scheme and stylized details that follow the campaign theme. Tactic 3.5 Poster (reference appendix) – The poster has been designed for placement in areas such as the Student Center, Social Sciences building, Burruss building, areas that have high traffic. The poster will stay will the theme of the overall plan and ‘The New Campus Culture’. This will be another way to communicate to the KSU community about the soft opening event. It will tell the date and show the image of the museum as an eye catching piece that might peak the interest to make them want to know more. Evaluation
The main goal was to generate awareness of the Zuckerman Museum of Art’s soft opening event that will be held in March 2014. Increasing media coverage of the museum with public service announcements and a press release that will be sent to media outlets such as Owl Radio and The Sentinel was a promotional effort to attract students to the soft opening event. This was an effort to promote a behind the scenes glimpse of the museum for the media. It also gave an opportunity to the media to write a story on the “New Campus Culture” of the ZMA. In other promotional efforts, projections are to be displayed on buildings around campus along with students’ groups participation in the Owl painting contest will optimistically attract these groups to the event. A social media campaign will of course be in place to help with the promotions of the event logistics and word of mouth tactics. The target audience for the social media campaign will expectantly increase by 35 percent with this plan in place. This campaign will also will also be targeting a 10 percent increase in the attendance rate of the campus galleries and will target to attract 1,000 people to attend the soft opening event in March. If successful, the strategies and tactics should meet all goals and objectives we had in place. Did we increase the media coverage of the Zuckerman Museum of Arts to the KSU campus and surrounding local area? Did the PSA, press release, a pitch letter get sent out to the specific media targets envisioned for those publicity materials? Did we increase the social media audience for the Zuckerman Museum of Arts? Have we had an increase of friends/followers on the websites? Has there been an increase in social media conversation between these friends/followers along with views on YouTube videos? Did the artist make it to the specific areas around campus for the ‘Artists on campus’ campaign? Did they receive a ZMA T-shirt? Did the chosen campus organizations participate in the “Owl contest” then attend the following opening? Did they receive a ZMA T-shirt (Continued)
Where the lights that were to illuminate buildings around campus make an impact? Where they bright enough? Did the flyers, Brochures, and posters get printed and put around campus? Was there a minimum of 1,000 people visit the ZMA at the soft opening event?
Time Table Month Activity January January 6 - Start social media campaign using Twitter, Facebook, and Instagram January 13 - Send out media kits January 27 – Give Student Organizations Owls for “Colorify Campus Owl Contest” February February 4 – KSU student artists in t-shirts painting around campus February 10 - Article in The Sentinel about the ZMA February 11 – KSU student artists in t-shirts painting around campus PSA broadcast on OWLRadio February 17 - Hang flyers around campus February 18 – “Light Up Kennesaw” February 18 – KSU student artists in t-shirts painting around campus February 25 – KSU student artists in t-shirts painting around campus March March 1 – Take and post pictures of final stages of museum construction and art installation for social media March 5 – Soft Opening March 6 - Evaluation
Budget Item Cost Posters/Flyers Flyers $145-$200 (Posters) $39.99 (Flyers) 100 250
Prizes $80 (ZMA Koozies) $20/each (Dinner Gift Card) $40 (Bottle Openers) $14 (Buttons) 100 5 100 100 Lights for projector Free (borrow from theatre) As many as required, one per building featured. Final Owl Sculpture $150-$600 (Depending on size and artist) One from the winner of the contest. T-shirts $200 (For artist participants) 20 Entertainment Free (KSU Pep band) $200-$1000 (Optional; Depending on the group) One KSU group and an optional local band. Volunteers Free As many as required. Catering $1500-$2900 (Commons) $50/hour (King of Pops) Anywhere from 150 to 300 people. Sells to students. Social Media Free Facebook, Twitter, YouTube, Instagram KSU Press Free The Sentinel, Owl Radio Artists Free Sculpting around KSU
References Synopsis on title page: College of the Arts web address: http://www.kennesaw.edu/arts/COTA_News/2012/09-17-12_museum_groundbreaking.shtm Secondary Research  Monk, D. F. (2013). John Dewey and Adult Learning in Museums. Adult Learning, 24(2), 63. doi:10.1177/1045159513477842  Padilla-MelĂŠndez, A., & del Ă guila-Obra, A. (2013). Web and social media usage by museums: Online value creation. International Journal Of Information Management, 33(5), 892-898. doi:10.1016/j.ijinfomgt.2013.07.004
 Georgia museum of Art, Annual Report; http://georgiamuseum.org/about/pressroom/annualreports
Appendix Appendix A: Survey Survey Questions 1) What is your academic standing? Freshman Sophomore Junior Senior Other 2) What is your Age? 18-25 26-35 36-50 Over 50 3) What is your Ethnicity? African American Asian Hispanic White/ Caucasian Other 4) Gender Male Female
5) How do you hear about school events? email fliers owl radio The Sentinel Facebook Twitter Instagram Other 6) How many school sponsored events do you attend a semester? 0 1-3 4-7 8-10 7) Do you consider yourself a person who likes/enjoys art? Love it Like it Its okay Hate it Donâ€™t understand it 8) What art museums have you visited in the Atlanta area? (circle all that apply)
High Museum of Art Museum of Contemporary Art (MOCA) Marietta Museum of Art Other None 9) Have you ever had to attend any art exhibits for a class at KSU? Yes No 11) What is the likelihood that you would visit an art museum on campus? a) Very likely b) Somewhat likely c) Not likely 10) Are you aware that an art museum is being built on the KSU campus? Yes No 12) What kind of art would you like to see in the museum? Modern Contemporary
Sculpture Architecture Photography Other 13) Would you be interested in volunteering at the museum? Yes No 14) What is your perception of contemporary art? Inspiring/enjoyable Beautiful No Opinion Weird/ugly Confusing
Survey Data 1. Academic Standing 38% - Senior 26% - Junior 24% - Sophomore 3% - Freshman 7% - Other 2. Age 88% -18-25 9% - 26-35 3. Ethnicity 85% - Caucasian 5% - African American and Hispanic 4. Gender 72% - Female 28% - Male
5. How do you hear about school events? 60% - Facebook 59% - Email 30% - Fliers 27% - Other 6. How many school events do you attend each semester? 65% - 1-3 20% - 4-7 7. Do you consider yourself as a person who likes art? 43% - Like it 27% - Itâ€™s okay 24% - Love it 8. What other art museums have you visited in the Atlanta area? 48% - The High Museum of Art 41% - None 13% - Other 9. Have you visited any art exhibits at KSU? 52% - Yes 48% - No 10. What is the likelihood you will visit an art museum on campus? 24% -Very 33% - Somewhat 43% - Not
11. Did you know KSU was building an art museum? 63% - Yes 37% - No 12. Would you be interested in volunteering? 80% - No 13. What kind of art would you like to see at the museum? 73% - Photography 56% - Modern 48% - Sculpture 37% - Architecture 14. Where should the art come from? 43% - Local (Atlanta) 3% - International 15. What is your perception on contemporary art? 39% - Inspiring 31% - No opinion
19% - Beautiful
Appendix B: Focus Group
Moderators Guides Talking points are bulleted. Questions are numbered. Introduction Hello. Thank you for participating in our group discussion today. My name is ______________________________________ and I will be moderating our discussion with the help of my classmates _______________________________________. We hope to spark an open discussion about the opening of the Zuckerman Art Museum on the KSU campus, how the KSU student body and other members of the community feels about the museum, and to gauge the interest of KSU students and other members of the community about the museum. We want to hear all the positives and negatives and any ideas and suggestions you may have. We are looking for your thoughts and insights; we would like your comments to be frank and honest. During our discussion today you are experts, and we want to learn from you.
Guidelines Before we begin, we want to make sure all of you have signed a copy of the informed consent form. We also need your anonymous demographic forms. Here are a few guidelines. This is a relaxed and informal discussion. (Please help yourself to the refreshments that we have provided.) This session is being taped, so please allow one person to speak at a time. Your comments are entirely confidential. The discussion should last about an hour or so. Let’s begin by going around the room and introduction ourselves. Tell us your name, where you’re from, your class standing, and your major. Thank you, everyone. Are there any questions at this point? If not, let’s get started. Experiences with Art 1. Are you a fan of art? What do you think of when you hear that something is “art?” 2. Do you consider yourself an art lover? 3. What kind of art are you most familiar with? What kind of art would you like to see at an on campus art museum? 4. Have you ever been to an art museum or attended an art show? 5. Do you know of any art galleries already on campus? If so, how did you hear about these on campus galleries? 6. Have you attended a gallery show on campus? If so, what was the subject matter and what subject matter interested you the most? 7. Before coming to the focus group today were you aware of the Zuckerman Museum of Art that is opening up on the KSU campus? (wait to hear response then share info.) The Zuckerman Museum of Art will be only the 2nd museum ever on a Georgia college campus and will be located behind the Bailey Performance Center. It will feature contemporary, clean and sophisticated art that will be featured throughout 3 exhibits. The 3 exhibits featured at the opening will be See
Through Wall that will focus on artist and when artist meet architecture, the Second is From Earth and Fire (stone and bronze art) which is a collection of Ruth Zuckerman’s art (1st wife of Bernard Zuckerman), and a Juried exhibit of student art voted on by the students of the art department. Student Interest in the Museum The Zuckerman Museum is going to be free to all KSU students and the public. This next set of question will try and figure out the best way to attract students to the museum, and ways to get students interested in viewing art on the KSU campus. 8. What ideas do you have that could possibly attract students to the museum? 9. What are some of the best methods you receive information (or pay attention to information)? Student email
Social media- Facebook, Twitter, Instagram Flyers (around campus) Owl Radio KSU website The Sentinel In-class announcements Banners Tables around campus or campus Green CLOSING Are there any other comments you would like to make regarding the Zuckerman Museum of Art discussion today that we havenâ€™t covered? Does anyone have any questions before we wrap up today? We want to thank each of you for participating in our group discussion today. The information you have given is of enormous help to us and to the well-being of the KSU community.
Transcription of focus group Bobby: Thank you for participating. Introductions and consent forms being signed. Letting them know we are taping the session for our own notes. Are any of you a fan of art? Most said yes “I can’t paint but I have taken some art history classes and might minor in art history, so I would say I am a fan of art” “I have taken a bunch of art classes, I can’t paint but I try to.” “I think a lot of things can be art, I think art is based on perception. I don’t think someone has any right to say that something is not art.” “I’m a fan of art but I don’t go to museums on the regular and scope out art.” Would you consider yourselves art lovers? “I wouldn’t say I was an art lover but I can definitely say I can appreciate it from time to time. Its not something that I pursue everyday of my life, but it I see something that I like.” “I keep up with what The High is doing. If they have specific shows I will go down there to see them. I would just go all the time. There are definitely artists that I love more than others.” What kind of art are you most familiar with? What would you like to see at a museum on campus? “I would like to see student art, something that students have done. This school doesn’t have any color to it. The sidewalk should have tile art to bring some color to it.” “Big pictures or big sculptures, something bigger than life-size to bring my attention to it.” “Something with the history of Kennesaw Mountain and the battlefield. Military stuff. There might be a separate history museum.” Have any of you ever been in an art museum? “The High, yeah.” “The High, Rome, The Met, MOMA. There are all beautiful and different.” “The High”
“The High and Booth Western. Booth was a lot cooler than I thought it would be “ “The Pearl Harbor Museum” Do any of you know of other art museums on campus? “The Museum of Holocaust preservation” “The Rare Books Museum” “The one across from the theater? Paper art.” “The one in the basement of the library” Have any of you ever attended a museum or gallery on campus? “I did last year, I was in art 1107, we went to two of the galleries on campus. I don’t think its there any more. I can’t say I fully remember what was on display down there.” Before coming to the focus group today, were any of you aware they were making the Zuckerman Museum of Art on campus? “Yes.” “Yes, It makes a lot of noise when they are building it.” “oh, is that the new building they are building behind the commons? They said its just new construction.”
“No, I don’t really go to that side of campus.” “I didn’t really know what it was.” Alright, the Zuckerman Museum of Art will be the second ever museum of art on a college campus and will be located behind the Bailey Performance Center, which is over there, across from the student center and the central deck. They are housing contemporary, clean, sophisticated art that will be featured through three exhibits. The three exhibits that will be opened will be See Through Walls, which will focus on art when it meets architecture. The second exhibit, from earth to fire is stone and bronze art, which is a collection from Ruth Zukerman; the late wife of the man the museum is named. And finally, there is a juried exhibit, which is student voted art from students in the art department. “So are these pieces going in from students or from other artist?” “One student exhibit, the others are brought in.” Student interest in the museum, the museum will be free to all students and to the public, free all the time. The next set of questions is finding out the best ways to get students to come to the museum and to get students interested in viewing the art. So what ideas might possibly track students to the museum? What would get you there? “Extra credit for classes” “If I could see pictures of some of the pieces that will be at the museum and see that they are going to be very pretty or interesting, I might go see it. A brochure.” Does anyone read the Sentinel? “I do, but usually it’s to see the people who got arrested. If you put an article right before it and a picture of what is coming I might be interested.”
“An article saying ‘Coming this date’ with the title and a few pictures, I might see that and be interested in seeing the exhibit.” Does anyone read the emails that come in from the school? “I delete them.” “I get so many.” As a student, what is the best way to be reached? “The text messages, but that’s usually only when there is a crisis. A grand opening about something might be good. Being able to subscribe to the text.”
Appendix C: Tactic Examples Social Media Social Media Strategies/Tactics Facebook: www.facebook.com/ZuckermanMuseum Twitter: www.twitter.com/zuckermanmuseum Instagram: www.instagram.com/zuckerman_museum YouTube: www.youtube.com/zuckermanmuseum (suggested)
HootSuite is a social networking service that would help the Zuckerman Museum of Art with their social media management. HootSuite would benefit ZMA because it allows a brand to gauge their social media impact. HootSuite allows the ZMA to schedule all the messages and when they would like them to be sent out. YouTube: Sneak peek/teaser trailers of the inside of the museum in anticipation of the soft opening. Short clip (no more than 1 minute) will be filmed about progress of the museum and hype of the soft opening. The clips will act as teasers for the soft opening and expose more and more information as it gets closer to the opening. The clips will contain short snips of the
exhibits and the building itself to create hype. The links will be shared on Facebook and Twitter feeds. Facebook: Facebook should be used to create/ spread awareness for the soft opening of the ZMA. The Facebook page should post daily updates leading up to the soft opening, however the post should differ from day to day. If the same message is posted then it will turn into noise and people will begin to tune it out. The messages should be informative about the upcoming event and also interesting to catch people’s attention. Twitter: Twitter should be used to create and spread awareness for the soft opening of the ZMA. The ZMA Twitter account should follow as many KSU organizations and accounts as possible in order to reach the greatest audience. Twitter should post daily tweets with updates leading up to the soft opening, however the tweets should differ from day to day. If the same message is posted then it will turn into noise and people will tune it out. The tweets should try and be creative to catch the attention of people, and there should also be a “hashtag” attached to all ZMA tweets. The hashtag will make it easy to recognize what the tweet is about.The hashtag used should be consistent with every tweet. The messages should be informative about the upcoming events and also interesting to catch peoples attentions and get them interested in the event. Instagram: Instagram should be used to give updates of the progress of the museum and also as a scavenger hunt. A scavenger hunt can be used as a fun way to get students involved and create an interest in the museum and soft opening. Since Instagram has grown widely in popularity, especially among college, student it would be a great way to reach the target audience we are seeking. A “hashtag” should be used to make the pictures easy to recognize, and also to create a “hashtag page” where people can click on the hashtag and it will show all the previous pictures taken with that hashtag. The hashtag used should be consistent through every post. January 2014 Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5
8 FIRST DAY OF CLASSES
11 Daily Social Media Posts Begin Facebook
Twitter Twitter YouTube Facebook Twitter 12 13 14 15 16 Facebook Twitter Facebook Twitter Facebook Twitter Facebook
Twitter Instagram Facebook Twitter Facebook Twitter YouTube Facebook Twitter 19 f 20 21 22 23 24 25 Facebook Twitter Facebook Twitter Facebook Twitter Facebook Twitter Instagram Facebook Twitter Facebook Twitter YouTube Facebook Twitter 26 27 28 29 30 31 Facebook Twitter Facebook Twitter Facebook Twitter Facebook Twitter Instagram Facebook Twitter Facebook Twitter YouTube
February 2014 Sunday Monday
Twitter 2 3 4 5 6 7 8 Facebook Twitter Facebook Twitter Facebook Twitter Facebook Twitter Instagram Facebook
Wednesday Thursday 1 Facebook
Twitter Facebook Twitter YouTube Facebook Twitter 9 10 11 12 13 14 15 Facebook Twitter Facebook Twitter Facebook Twitter Facebook Twitter Instagram Facebook Twitter Facebook Twitter YouTube Facebook Twitter 16 17 18 19 20 21 22 Facebook Twitter Facebook Twitter Facebook Twitter Facebook Twitter Instagram Facebook Twitter Facebook Twitter YouTube Facebook Twitter 23 24 25 26 27 28 Facebook Twitter Facebook Twitter Facebook Twitter Facebook Twitter Instagram Facebook Twitter Facebook Twitter YouTube
March 2014 Sunday Monday
Wednesday Thursday 1 Facebook
2 3 4 5 6 7 8 Facebook Twitter Facebook Twitter Facebook Twitter Facebook Twitter Instagram Facebook Twitter Facebook Twitter YouTube Facebook Twitter 9 10 11 12 13 14 15 Facebook Twitter Facebook Twitter Facebook Twitter Facebook Twitter Instagram Facebook Twitter Facebook Twitter YouTube SOFT OPENING OF ZMA 16 17 18 19 20 21 22
AJC Gracie Bonds Staples Lifestyle Reporter 223 Perimeter Center Pkwy, Atlanta, GA 30346 404-526-7003 stapleses@ ajc.com AJC Christopher Quinn Editor, Living Section 223 Perimeter Center Pkwy, Atlanta, GA 30346 404-526-2160 cquinn@ ajc.com MJD Kathy Goldsberry Lifestyle Editor 580 Fairground Street, Marietta, GA 30060 770-428-9411 x480 lifestyle@ mdjonline.com The Brightside Carol Thompson Editor P O Box 935, Kennesaw, GA, 30156 770-851-5469 firstname.lastname@example.org The Sentinel Michael Strong Arts & Living Editor Student Center RM 277 BLDG 5, MD 0501 1000 Chastain Rd Kennesaw, GA 30144 770-423-6470 artseditor@
ksusentinel.com Acworth Patch Ann Marie Quill Editor 770-428-1957 email@example.com Kennesaw Patch Melissa Kory Editor 770-298-9857 Melissa.firstname.lastname@example.org Creative Loafing Wyatt Williams Arts and culture editor
115 Martin Luther King Jr. Drive, Suite 301, Atlanta, GA 30303
404-614-2535 email@example.com Atlanta Magazine Steve Fennessy Editor 260 Peachtree St. Suite 300 Atlanta, GA 30303 404-527-5500 sfennessy@atlantamag. emmis.com Talon Magazine Rachel Burel Deputy Art Director 1000 Chastain Rd Kennesaw, GA 30144 firstname.lastname@example.org Arts & Literary Magazine Kelly Wilkinson Arts Editor http://www.ksushare.com/contact/ Owl Radio 1000 Chastain Rd Carmichael Student Center 678-797-2665
PSA 60 CLIENT: Zuckerman Museum of Art TIME: 60 seconds TITLE: ZMA Soft Opening DATE: November, 2013 ___________________________________________________________________ V/O:
WANT TO BE APART OF THE NEW CAMPUS CULTURE?
COME CELEBRATE THE SOFT OPENING FOR THE ZUCKERMAN MUSEUM OF ART (DATE) AND SEE WHAT ALL THE HYPE IS ABOUT.
THE EVENT WILL BE CATERED WITH FOOD AND REFRESHMENTS AND IS FREE TO ALL STUDENTS AND FACULTY.
THE ZMA IS THE SECOND EVER ART MUSEUM ON A GEORGIA COLLEGE CAMPUS AND WILL SERVE AS A RICH CULTURE RESOURCE FOR THE KSU COMMUNITY.
THE ZMA WILL BE LOCATED BEHIND THE BAILEY PERFORMING ARTS CENTER AND WILL FEATURE CONTEMPORARY, CLEAN AND SOPHISTICATED ART THROUGHOUT 3 EXHIBITS.
THE FEATURED EXHIBITS INCLUDE: “SEE THROUGH WALL” AN EXHIBIT WHEN ART MEETS ARCHITECTURE, A BRONZE AND STONE EXHIBIT FROM RUTH ZUCKERMANS COLLECTION AND A JURIED EXHIBIT OF STUDENT ART.
FOR MORE INFORMATION ON THE SOFT OPENING OR UPDATES FROM THE ZMA CHECK OUT:
FACEBOOK: ZUCKERMAN MUSEUM OF ART TWITTER: @ ZUCKERMANMUSEUM INSTAGRAM: ZUCKERMAN_MUSEUM AND COME GET CULTURED ON CAMPUS.
PSA 30 CLIENT: Zuckerman Museum of Art TIME: 30 seconds TITLE: ZMA Soft Opening DATE: November, 2013 ___________________________________________________________________
WANT TO BE APART OF THE NEW CAMPUS CULTURE?
COME CELEBRATE THE SOFT OPENING FOR THE ZUCKERMAN MUSEUM OF ART ON MARCH 5, 2014 AND SEE WHAT ALL THE HYPE IS ABOUT.
THE EVENT WILL BE CATERED WITH FOOD AND REFRESHMENTS AND IS FREE TO ALL STUDENTS AND FACULTY.
FOR MORE INFORMATION ON THE SOFT OPENING OR UPDATES FROM THE ZMA CHECK OUT:
FACEBOOK: ZUCKERMAN MUSEUM OF ART TWITTER: @ ZUCKERMANMUSEUM INSTAGRAM: ZUCKERMAN_MUSEUM
AND COME GET CULTURED ON CAMPUS.
News Release December 12, 2013 FOR IMMEDIATE RELEASE Email: email@example.com
Contact Information: Amanda Chapman, Communication
Soft opening of KSU’s new Zuckerman Museum of Art in 2014 The Zuckerman Museum of Art (ZMA) is announcing its soft opening event for January 2014. This event will debut the new art gallery to the students and faculty of the Kennesaw State University before the grand opening later that spring. This will be an opportunity for the life of campus to get to experience the new edition to the growing campus community. “Add quote here” The soft opening will be an opportunity for the students and faculty to view the gallery before the grand opening. It is an exclusive chance to get the preview and participate in the start of a monument on campus. The opening will provide food and drinks, along with selected entertainment and gallery tours. It will be from 5 to 9 p.m. the night of January 23, 2013. In the next year, The ZMA will be finishing up construction on the KSU campus. This is a free to the public gallery and encourages the art community in the area to take advantage of this new opportunity. The ZMA is the second museum on a college campus in Georgia and will be one of the few art museums in this region. ### Kennesaw State University is the third-largest university in Georgia, offering more than 90 graduate and undergraduate degrees, including doctorates in education, business and nursing, and a Ph.D. in international conflict management. A member of the 35-unit University System of
Georgia, Kennesaw State is a comprehensive, residential institution with a growing population of 24,100 students from more than 130 countries.
Sentinel Pitch Letter November 2013 Eric Fuller Editor-in Chief The Sentinel Student Center, Rm 277 BLDG 5, MD 0501 1000 Chastain Rd, Kennesaw, GA 30144
Dear Eric, As you might be aware the Zuckerman Museum of Art will be opening on the KSU campus Spring semester 2014. The goal is to have a soft opening at the beginning of the semester for all students and faculty to visit the museum before it is open to the general public. On behalf of the ZMA I would like to invite you to come visit the museum before the doors open. The ZMA will be only the second museum ever on a Georgia college campus. The museum will be located behind the Bailey Performance Center, and will serve as a rich cultural resource for Kennesaw State University and the surrounding community. The ZMA will hold over 6,000 permanent pieces of art from the KSU archives along with international exhibitions, KSU student pieces and other local regional pieces. The museum will be free to all KSU students and to the general public. The museum will feature contemporary, clean and sophisticated art that will be featured throughout three exhibits. The three exhibits featured at the opening will be See Through Wall that will focus on artist and when artist meet architecture, the second is From Earth and Fire (stone and bronze art) which is a collection of Ruth Zuckermanâ€™s art (first wife of Bernard Zuckerman), and a juried exhibit of student art voted on by the students of the art department. On behalf of the ZMA we would love to have you check out the museum to help us spread awareness around campus and get students involved about this exciting new addition.
I will contact you next week to follow-up, but in the meantime you can reach me at xxx-xxx-xxxx with any questions
Best regards, Freddy Mercury On behalf of the ZMA
Example of Flyer
Map and examples of “Light up Kennesaw” Each building highlighted in red on the map represents a building that will be used to display the ZMA logo with a colorful display.
Placement examples of the ZMA for the “Light Up Kennesaw” tactic
“Colorfy Campus Owl Contest” Statue