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Online Marketing Plan For The Hyde Park Art Center

Organized October 25, 2012 By Grady Miller (708) 221-3589 grady.millerjr@gmail.com gradymiller.virb.com


Table of Contents

Page

Client Narrative

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     

Description of Client Business Business Objectives Description of Services Current Audience Descriptions of Competitors/ Market Current use of Social Media

Proposal and Recommendations       

Analysis of Target Audience Positioning Current Challenges Desired Goals Proposal Case Studies Measuring Success

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Summary   

Restated Business Goals Timeline Reassurance

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Appendix A 

i Funding Information

Appendix B 

Resources

ii


Client Narrative Description of Client Business/Business Objectives The Hyde Park Art Center is a not-for-profit art organization located in a vibrant and hip, urban neighborhood on the south side of Chicago. Practicing artist, art enthusiast, students, and the art-curious of all ages attend this space to display and hone their skills and interest. “The Hyde Park Art Center maintains its founding mission: to stimulate and sustain the vitality of the visual arts in Chicago. It does so by challenging and supporting artists, connecting artists to a broader public, and creating a community of people who are interested in the visual arts. The Art Center’s flagship programs provide opportunities for anyone to see, make, learn about and discuss art.” Founded in 1939, the Hyde Park Art Center features a large contemporary art exhibition space, learning labs, community resources, and also serves as a social hub for art hobbyists. “The Art Center presents innovative exhibitions of new work by primarily Chicago-based artists; education programs for children and adults, novice through professional; and free public programming for a diverse and creative audience.” The center offers such activities and services as art showcases, workshops and classes for art forms such as clay pottery, painting, drawing and many more. “Through these programs, the Art Center actively cultivates a more vibrant, inclusive arts community and aims to foster a collective spirit among artists, teachers, students, children, families, and the general public. It facilitates opportunities for artists to experiment and do things they wouldn’t be able to do elsewhere and encourages its visitors to get involved with the entire process of art and art making.” Description of Current Audience While a good following is maintained, there is not much guest conversation or activity on any of the Hyde Park Art Center’s social media outlets. This would mean that their social media audience is mainly joiners and spectators which is consistent with the technographics of the most popular age group, 25-34 year olds, following the Center’s Facebook page. Further demographics and psychographics of current audience would be middle income and up; one or few children; not married; likes contemporary art; likes to work with hands; young and sociable; urban but location does not matter because reviews posted on Yelp.com are often left from visitors who reside in other states. Competition The client is not in direct competition with other organizations but is a part of a network of small non-profit art organizations located in various neighborhoods throughout Chicago. These organizations share similar missions and sometimes work together in a cumulative effort


to improve conditions and promote art in the neighborhoods that they are located in. Other local organizations that provide similar services as the HPAC are:  Southside Art Center http://www.southsidecommunityartcenter.com/ Mission: The mission of the South Side Community Art Center (SSCAC) is to continue to establish the organization as a resource for the art’s community locally and abroad.  Lil Street Art center http://www.lillstreet.com/ About: Founded in 1975, Lillstreet Art Center is a large community of artists and students working side-by-side in a friendly environment which encourages and inspires artistic growth in the individual. Lillstreet Art Center supports the arts through an artist residency program, gallery, studio space, education, and an outreach program.  The Beverly Arts Center http://www.beverlyartcenter.org/ About: Located in Chicago's historic Beverly/Morgan Park neighborhood, the Beverly Arts Center is a multidiscipline, multicultural center offering fine arts education, programming and entertainment for all ages. The BAC has classes in art, music, dance, and theater; rotating exhibitions of art by established and emerging artists; and one of the most dynamic performing arts programs in the city.  Green Leaf Arts Center http://www.greenleafartcenter.com/ About: Greenleaf Art Center provides studio and exhibition space for over fifty area artists and is home to five business enterprises. Since its inception in 1990 by Kathie and Denis Paluch, it has grown to become a vibrant part of the Rogers Park arts community. The center hosts a variety of exhibitions, open studio events, art salons and creative workshops throughout the year  Rumble Arts Center http://rumblearts.com/ Mission: Our mission is to provide an accessible cultural space that facilitates the empowerment and education of individuals and communities. Our space provides for a variety of visual arts, performance and movement-based, music, literary arts, and media arts classes. In addition to our educational programming, we offer space for special workshops and cultural events. Description of Current Social Media Use The HPAC has an active presence on the three most popular social media sites Facebook, Twitter, and YouTube and has been rated on review sites such as Yelp. HPAC’s Facebook page has 2,569 followers with the most popular age group being 25 to 34 year olds. The Center averages one to two posts a day which primarily announces upcoming events and encourages involvement with the activities within the Art Center. The maintainer of the page does an excellent job of keeping a personal and cool, non-corporate voice and with ensuring followers comments are personally responded to in a timely manner. However, the page has an instructive feel and does not fully take advantage of the ability to start a conversation by monitoring and listening to followers’ interests in other areas. The page also features sufficient high quality photographs to promote events and enhance status and messages but they are very few comments and likes posted by followers. The Art Center has 2,181 followers on its Twitter account, is following 641 profiles and has posted 2,897 tweets. The Twitter account is used very effectively to provide dates and times


of upcoming events. Pictures and links to supplemental and further information detailing events and exhibits are effectively provided while keeping with the theme of a friendly, cool and personal company voice. Unfortunately, even with a good amount of followers and a healthy schedule of one to two tweets daily, the HPAC generates very few re-tweets or comments from followers. A YouTube channel has been created for the HPAC but the account is unorganized, overwhelming and does very little for the client’s social media goals and objectives. The account has 21 subscribers and there has been no activity since Oct 7, 2011. There have been 24,102 video views to this channel since 2006 and 143 videos have been uploaded. Many of the videos features employees at work or visitors to the Art Center doing creative activities, but these videos fail to provide any insight into why they were posted. Little background information is given about the HPAC, only a generic mission overview and a link to the client’s website is posted.

Proposals and Recommendations The client has gained a good following on Facebook and Twitter with the target audience but effort must now be given to establish, encourage and promote back and forth conversation. Therefore, the current audience must be further segmented into the group that is most likely to create original content and influence conversation and actions amongst the rest of the audience. According to Forrester's Social Technographics data, 24 to 35 year old males represent the highest percentages of conversationalist and influencers than any other group, with 50 percent more likely to be critics and 36 percent more likely to be creators. Furthermore, Dylan Walker, of the Stern School of Business in New York University, used a tracker application to perform a study to find out who were the most influential people on Facebook. Overall, he found that men where 49 percent more influential than women and children. He also found that people with relationship status of “single” or “married” were far more trusted than people with status of “in a relationship” or “complicated.” Age is also a factor with people over 31 years old being around 51 percent more likely to persuade their friends to try something on Facebook than those aged under 18. With these insights, the client should target 24 to 35 year old males who; are middle and upper income brackets; single or married; have one or few children; consumers of contemporary art; enjoy working with hands; Independent or Left-Wing political views; trendy and sociable; living in any major urban city. Positioning The client is already breaking the mold of a stereotypical, boring and stuffy, not for profit art center. Visitors to the Center have coined this space synonymous to a place of social gathering, where adults can go to kick back and have evening fun in addition to the daytime classes and children activities that are typical at other art centers. The client should focus the positioning strategy on intensifying this social persona and further separate the HPAC with a “by day and by night” campaign. Client should reflect the hip, contemporary, cool and convivial spirit of the Hyde Park community and further communicate that while the HPAC offers all the wonderful classes, exhibits, and children’s activities typical at an art center, the client also understands the target audience and will provide a nightlife experience and atmosphere that may not be provided at other galleries. The following review exemplifies the sentiments of the


proposed positioning strategy for the Center. In a post on Yelp.com, Purnima M., of San Francisco, CA wrote the following regarding her trip to the Hyde Park Art Center: “This is a gallery, playspace, learning studio, and nightlife venue all rolled into one. Their range of classes for both kids and adults is mindblowing (and taught by excellent instructors), the displays in the gallery are always innovative, and now and then they mix it up with evening cocktail meet and mingle events. And if you're done with food for thought, just breeze into Istria next door for some great tummy satisfaction. The changing video displays on the exterior facade offer for a nice view as you drive by too. An essential and vibrant part of the neighborhood.” Critic and frequent contributor to Yelp, Evann G., of Philadelphia, PA also posted a review on Yelp, speaking specifically of an adult-themed evening event she attended: “Alcohol and sculpting? Obviously the two go hand-in-hand! I can't believe I'd never thought of this brilliant combination before. Hyde Park Art Center hosts "Cocktails and Clay" every 2nd Friday of the month -- what a fantastic idea! We went for Girls' Night recently, and had a grand time. Drinks are cheap and strong, everyone is friendly, and the clay classes are really fun -- even if you don't think you're artistic at all. The combination of offering traditional daytime activities with a continued and intensified focus on the unique nightlife aspect is the positioning strategy that will further separate the client. Current Challenges The problem that the client faces is that majority of their social media followers are exclusively consumers of information, i.e. joiners and spectators, and although they are well informed by content created by client, very little of this information is passed on to help spread the messages to other audiences. In order for client to reach their goals the information cannot simply end after being consumed by current audience Goals The client’s desired goals for implementing a social media plan is to keep the community informed and to encourage involvement with the Art Center while increasing loyalty. Proposal Because this is a non-profit organization and has a mission to better the surrounding community and is also supported by community members, effective two-way communication is imperative not only for the social media strategy but also for the success of the Art Center as a whole. With this in mind, more effort should be given to encourage input and conversation amongst audience, this can only be accomplished by incorporating a campaign with the primary focus aimed to draw in and interact with a more influencing audience who are conversationalist, i.e. creators and critics, to help spread the message and create more content that supports the Art Center. To accomplish this, the following strategies are proposed:


1. Listen- Monitor what followers are talking about on HPAC’s social media accounts (Facebook and Twitter) and on follower’s friends and personal pages (paying particular attention to those who fit the demographics of the recommended target audience) to note what other art organizations, hobbies and forms of art they are involved with or would like to become involved and identify conversationalist and influencers. Visit competitor’s social media sites to identify what is not offered that may be offered at the HPAC and identify conversationalist and influencers. Monitor art bloggers and review sites to identify who is likely to create content i.e. reviews, blogs, comments, etc. about HPAC. 2. Conversing- Create a buzz by starting or entering conversations with current and competitor’s influencers and conversationalist through targeted, personalized messages to engage and notify them of upcoming classes and events that fit their interests or concerns. Create contest and conversation topics that targets and requires response from identified influencers and conversationalist. Create an Instagram account to take advantage of the ability to share and promote through mobile visual communications. 3. Energize supporters- Maintain personal contact for an extended period of time and encourage key influencers to become involved with activities at the Art Center and create and pass along content potentially beneficial to client via Facebook, Twitter, YouTube, Yelp and blog sites. Case Studies In a study performed by Wildfire.com, an influential social media marketing blog, experts dove into how Art.com, the world’s largest retailer of art and wall décor, has used Facebook to establish a sustainable and successful year-round social media strategy. It encompasses two brands that each have Facebook pages, Art.com and Allposters.com (the “world’s largest poster and print store”). Both brand pages have major social appeal, consistently sharing items with their community that influences interactions and user dialogue and an increased loyalty of the brand. While the Hyde Park Art Center has already implemented and achieved some of the objectives reached by subject in this case study, it is important that client utilize this study as a reference to help further and improve current strategies. Consistent and relevant interactions Art.com and Allposters.com both consistently post relevant and interesting updates and messages to their fan communities on Facebook. Art.com averages about two posts per day, and posts are always highly tied to their art loving community with an image included or link attached. The brand crafts messages that include interesting background on the art and artists they discuss, as well as messages that end with a question, spurring audience response. Most updates also reference outside write-ups and scholarly resources, as the brand understands that this is the type of content that the Art.com fan community will find highly relevant. Places to Go and Things to Do New Facebook brand pages have several default tabs for administrators to fill out when starting up profiles. Art.com and Allposters.com both have added customized tabs with


interesting content, giving visiting users more places to interact, browse, and create conversations. Both pages hold promotions consistently over the year to rotate new interaction activities through the page. Both pages also have some visually interesting tabs with community specific content. Consistent and Routine Promotions Over Time The Art.com brand pages have served their fans many promotions throughout the year, of varying formats and with changing focuses. Some past promotions included, “America’s Next Master Artist” photo contest, a “Which Art Movement Are You?” quiz, an “AllPosters Twilight Eclipse Sweepstakes,” a “Home Decor Personality” quiz, and many others. Timely and Relevant Updates to Profile In addition to consistently running promotions, Art.com and AllPosters.com will make timely and relevant updates or changes to their profiles over the course of the year. While it is a simple change, swapping in a new profile picture with snowflakes or ornaments in its background in time with the holiday season will make the update get driven into the newsfeeds of fans, and is a refreshing and surprising change to keep users interested. The administrators of Art.com and AllPosters.com are also very active in responding and maintaining conversations with their users who leave feedback. It’s one thing to build a user community that feels comfortable directly interacting with and leaving messages for a brand but it’s another, even more beneficial practice to maintain quick and attentive responses to those users’ queries. It is evident that the Art.com brand understands its users and their interests. It is highly successful in employing a Facebook marketing strategy to cater to these interests with consistent interactions and promotional efforts. Art.com is a great example of Facebook marketing that is simple. Twitter Wine Industry Case Study: Drive Traffic To Your Tasting Room In a separate case study, the CEO of Innerarchitect.com, a social media marketing agency and social media networking consulting firm with roots in direct marketing, outlined how a boutique Napa Valley winery used Twitter to bring new customers into their establishment. Susan Hanshaw, compiled and analyzed data in an effort to recognize the true return on investment (ROI) for Twitter. The study was based on a 12 week marketing campaign that was executed in the Napa Valley for a prominent boutique winery with the goal of driving consumers to the winery tasting room Monday through Friday. Using a customer relationship management (CRM) tool, Inner Architect tracked all of their efforts and measured the results. The rates of converted messages to visitors was very uncommon in email or postal campaigns and speaks to the power of targeted, personalized messages, and most importantly, 1:1 marketing. The Campaign Working with a small budget that afforded only an average of 7.5 hours of time per week, the goal was to generate traffic to the tasting room during the week, Monday through Friday only. It was recommended that a special offer could be most effective move, so a complimentary tasting-for-2-offer was designed.


The Measured Results A CRM approach to this project provided Inner Architect with the ability to measure the results of their campaign. The CRM reports tallied that 260 unique offers were issued in the 12week period. These 260 offers were not mass blasts into the general stream but were targeted messages delivered via Twitter’s @mention feature to prospects identified using Twitter search. Eighty-four people were sent to the tasting room, with an average of 3.4 people per visit. That’s a gross conversion rate of 32 percent generated from 25 users, or a net conversion rate of nearly 10 percent, a rate not reachable through traditional channels. Key ROI Finding By keeping track of their efforts, Inner Architect, was able to uncover a key indicator that a prospect will convert to a visitor. Comparing the response rates of the group that visited the tasting room to the non-visitor group enabled them to see that 84 percent of the visitors responded to their first tweet effort versus only 26 percent of the non-visitors. What this possibly points to is an opportunity to increase ROI by investing time only in prospects who responded to the first tweet and shifting more time in searching for targeted prospects. Success Success can be measured by client through increased numbers of two-way conversations, likes, re-tweets, and messages, on Facebook, YouTube and Twitter and an increase of original content regarding the HPAC being uploaded by audience i.e. blogs, and reviews. While proposed social media strategy focuses on the first indicators of success, later success can further be measured by increased Art Center visits, activity participation, and eventually increased donations.

Summary Because client is a non-profit and has a mission to better the surrounding community through art and social engagements, the client’s social media marketing goals should aim to encourage input and conversation amongst the audience and to listen to and reflect the wants and needs of the community. Based on the strategies necessary for a successful social media campaign I propose that the client spend five to six weeks to complete the objective before seeking visible results. The general time outline is listed below: 1. Listen and Monitor- Two weeks 2. Conversing and Buzz- Two weeks 3. Energizing followers- One to two weeks Like the Hyde Park community brings people of diverse cultural backgrounds together in harmony, the HPAC brings people of different art backgrounds together in art. Whether they are children, adults, experts or novice, the services offered at the Center reflects the community. I understand the spirit of Hyde Park and feel the buzz in the streets when walking through the


neighborhoods. The Hyde Park Art Center has been a standing landmark and is now a symbol of progression that reflects the positive changes that are happening in the community today.


APPENDIX A (Funding) The Hyde Park Art Center is funded in part by the: Alphawood Foundation; a City Arts III grant from the City of Chicago’s Department of Cultural Affairs and Special Events; Field Foundation of Illinois; Harper Court Arts Council; Illinois Arts Council, a state agency; The Irving Harris Foundation; Joyce Foundation; Leo S. Guthman Fund; Lloyd A. Fry Foundation; MacArthur Fund for Arts and Culture at Prince; National Endowment for the Arts; Polk Bros. Foundation; Searle Funds at The Chicago Community Trust; and the generosity of its members and people like you.


APPENDIX B (References)

Supplemental Information retrieved from: http://blog.wildfireapp.com/2011/02/01/case-study-great-facebook-marketing-strategy-from-art-com/ http://deansguide.wordpress.com/2011/02/09/twitter-wine-industry-case-study-drive-traffic-to-yourtasting-room/ http://empowered.forrester.com/tool_consumer.html http://www.hydeparkart.org/about/our-mission http://www.simplyzesty.com/facebook/study-finds-men-49-influential-women-facebook/ http://www.yelp.com/biz/hyde-park-art-center-chicago

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