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Communications Plan* CAM Contemporary Auction Fundraiser with Paddle8

*Event Date: Thursday April 23, 2015 Laura James Professor Farago AADM 745


Table of Contents Introduction to the Contemporary Auction (WHO, WHAT, WHEN, WHERE, WHY, WITH) ............................................................3 Participating Artists Web links..........................................................................4 Marketing Goals & Marketing Plan.............................................................................6 Electronic Marketing & Social Media..........................................................................7 Mailchimp Eblast..............................................................................................7 Instagram..........................................................................................................8 Web Banner (art ltd magazine online)..............................................................9 Advertising................................................................................................................11 Postcard..........................................................................................................11 Poster.............................................................................................................13 CAM 4GB Flash Drive.....................................................................................14 Personal Selling.........................................................................................................15 Cross Promotions/Partnerships.................................................................................15 Public Relations.........................................................................................................16 Media List.......................................................................................................16 Calendar Listing..............................................................................................17 Press Release..................................................................................................18 Media Advisory...............................................................................................21 Budget.......................................................................................................................22 Timeline.....................................................................................................................23

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CONTEMPORARY AUCTION WHAT: The Contemporary Auction is the Museum’s fundraiser, both online at virtual auction house Paddle8 from April 9 through April 23 and on-site at CAM on April 23, 6:00–8:30 pm. Works by over 75 emerging and renowned artists, including Nicole Eisenman, Sayre Gomez, Glenn Ligon, Oliver Osborne, Lari Pittman, and Kasper Sonne, are featured in this benefit for CAM’s cutting-edge exhibition program. Organized by the Museum’s curators, the auction consists of a variety of media, including painting, photography, textile, and sculpture, with retail values ranging from $500 to $200,000.

WHEN: April 23, 6:00–8:30 pm (ONLINE - April 9 through April 23)

WHERE: Contemporary Art Museum St Louis

WHY: Museum fundraiser in partnership with Paddle8 online auction house

WITH: Paddle8, who is an auction house for the twenty-first century, presenting online auctions of trusted inventory as well as benefit auctions in collaboration with leading museums and foundations, all hosted on an elegant platform that makes collecting swift and seamless. To date, Paddle8 has partnered with over 200 nonprofit organizations worldwide to present their benefit auctions online, dramatically expanding the audience of supporters and fundraising results for each auction.

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Paddle8 has over 50 employees worldwide, with teams in New York, L.A., and London. Access Paddle8 auctions anytime at Paddle8.com or through Paddle8’s iPhone app, available for free in the App Store.

WHO: Participating Artists Olga Balema Davide Balliano Andrea Bergart Jean-Baptiste Bernadet Samantha Bittman Andy Boot Derek Paul Boyle Isaac Brest Alice Browne Jonas Burgert Robert Burnier Matteo Callegari Debora Delmar Luke Diiorio Antoine Donzeaud Harm van den Dorpel Nicole Eisenmann Morten Løbner Espersen Ryan Estep Leo Gabin Jeff Gibson Daniel Giles Sayre Gomez Nic Guagnini Shelia Hicks EJ Hill Ryan Kitson Nsenga Knight Thomas Kratz Takuro Kuwata Strauss Bourque-Lafrance Andrew Laumann Sam Leach Glenn Ligon Roman Liska Jonas Lund Alexander May Anthony McCall

http://olgabalema.com/ http://www.davideballiano.com/ http://andreabergart.com/ http://www.jbbernadet.com/ http://samanthabittman.com/home.html http://www.andyboot.com/ http://www.derekpaulboyle.com/ http://www.enterstillhouse.com/ http://www.alicebrowne.com/ http://www.jonasburgert.de/ http://www.world3ideas.com/ http://www.matteocallegari.com/ http://deboradelmarcorp.com/ http://www.lukediiorio.com/ http://adonzeaud.com/ http://harmvandendorpel.com/ http://koenigandclinton.com/ http://esperen.nu www.ryanestep.com http://www.leogabin.com/ http://www.jeffreygibson.net/2014 http://www.dannygiles.com/cv http://www.sayregomez.com/ http://bortolamigallery.com/ http://www.sheilahicks.com/ http://ejhill.info/ http://rkitson.tumblr.com/ http://nsengaknight.com/ http://thomaskratz.de http://www.takurokuwata.com/works/ http://straussbourquelafrance.com/ http://www.jeanrochdard.com/ http://sam-leach.squarespace.com/ http://luhringaugustine.com/ http://www.roman-liska.de/ http://jonaslund.biz/ http://www.balicehertling.com/ http://www.anthonymccall.com/

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Landon Metz Narcissister Anne Neukamp Erik Niedling Alex Olson Oliver Osborne Arthur Ou Jennifer Packer Peles Empire Pennacchio Argentato Iman Person Lari Pittman Zak Prekop Puppies Puppies Jon Rafman Ken Ragsdale Josh Reames Marco Rios Kenny Rivero Arcangelo Sassolino Arlene Shechet Adam Parker Smith Greg Parma Smith Kasper Sonne Michael Staniak Jesse Stecklow Despina Stokou Chris Succo Peter Sutherland Robert Swain Mark Verabioff Artie Vierkant Julia Wachtel Andrew Norman Wilson Margo Woloweic Eric Yahnker Samira Yamin Liat Yossifor Robert Zungu

http://landonmetz.com/ http://www.narcissister.com/ http://www.aneukamp.com/ http://erikniedling.com/ http://olsonstuff.tumblr.com/ http://vilmagold.com/ http://www.brennangriffin.com/ http://www.brennangriffin.com/ http://www.pelesempire.com/ http://www.pennacchioargentato.com/ http://www.imanperson.com/ http://www.regenprojects.com/ http://www.thomasduncangallery.com/ http://www.drewolivo.com/ http://jonrafman.com/ http://www.kenragsdale.com/ http://www.joshreames.com/ http://simonprestongallery.com/ http://www.kennyrivero.com/ http://www.arcangelosassolino.it/ http://www.arleneshechet.net/ http://www.adamparkersmithwork.com/ http://www.balicehertling.com/ http://www.kaspersonne.com/ http://michaelstaniak.tumblr.com/ http://jessestecklow.com/ https://www.artsy.net/artist/ http://www.chrissucco.com/ http://www.petersutherland.com/ http://robertswainnyc.com/newBob/ http://nightgallery.ca/event.php?id=12 http://artievierkant.com/ http://juliawachtel.com/ http://www.andrewnormanwilson.com/ http://www.margowolowiec.com/ http://ericyahnker.com/ http://samirayamin.com/ http://liatyossifor.com/home/works-2012/ http://robert-zungu.squarespace.com/

http://www.camstl.org/calendar/event/2015/04/23/spring-art-auction/

#CAMcontemporaryauction #CAMauctionartistoftheday #CAMcontemporaryauction

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CONTEMPORARY AUCTION

MARKETING PLAN GOALS: •

RAISE AWARENESS OF THE CAM CONTEMPORARY AUCTION

INCREASE AUCTION TICKET SALES

RECEIVE PRESS FOR THE CONTEMPORARY AUCTION

CREATE A BUZZ ON SOCIAL MEDIA THROUGH PEOPLE SHARING AND LIKING INSTAGRAM AND FACEBOOK POSTS

STRATEGY: •

SOCIAL MEDIA & ELECTRONIC MARKETING

ADVERTISING

PERSONAL SELLING

PUBLIC RELATIONS & PRESS

CROSS PROMOTION & PARTNERSHIP

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CONTEMPORARY AUCTION

Electronic Marketing MailChimp Email Blast

Going to entire email list of the Contemporary Art Museum, St Louis which includes 5,000 households

Why post? It’s only $25/month...why not?

The demographics of the recipients will be all across the board. With email being one of the least expensive methods of advertising and marketing, we will not pick and choose recipients of the eblast

Branding is completely consistent with the printed material. As people may have a tendency to get confused by having an auction at a non collecting museum, we want the design of all marketing to be instantly recognizable

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Web Banner •

Will advertise on: http://www.artltdmag.com because it is the foremost contemporary art magazine in the Midwest, as is the website. The web banner is included in my advertising package as we previously took out a fullpage ad in the magazine

The web advertisement will click to the main page of the auction that lists all of the information for the auction, bids can be placed, tickets can be purchased and all of the works that will be included in the auction can be viewed at.... http://www.camstl.org/calendar/event/2015/04/23/spring-art-auction/

This advertisement will target art collectors in the area and surrounding states

Artltd magazine and website was chosen because it id the most prominent and successful contemporary art magazine in the area

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Instagram Posts •

#CAMcontemporaryAuction will be the event hashtag

The instagram posts will also link to the CAM Facebook page

@CAMSTL has 1256 Instagram followers and 15,000 Facebook followers

Why post? It’s FREE....why not?

#CAMcontemporaryAuction Two weeks prior to event, installation image of the auction. At this point the PDF of all works in auction will be on the CAM website for download. We will ask followers to repost an image of their favorite work in the auction with #CAMcontemporaryAuction and the person with the most likes will win two tickets to the auction.

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#CAMcontemporaryauction Posted the night of the auction when tickets are still available. To entice people to come and bid

#CAMcontemporaryauction #CAMauctionartistoftheday #CAMcontemporaryauction #CAMauctionartistoftheday #CAMcontemporaryauction #CAMauctionartistoftheday #CAMcontemporaryauction #CAMauctionartistoftheday #CAMcontemporaryauction

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CONTEMPORARY AUCTION ADVERTISING Postcard

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4” x 6.25”

Logo and contact info.

Sent to entire CAM mailing list and Paddle8 Online Auction House mailing list

Vistaprint.com cost $75/500. Mailing to 7,500 people. Printing cost = $1,125. Postage costs $3,675.

We will be sending out a postcard three weeks prior to the auction (with a CAM flash drive to donors) and putting up posters locally at the same time.

The ticket price will not be advertised, instead contact information for appropriate museum personnel will be provided.

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Poster •

11.25” x 17.3”

Logo and contact info.

200 printed at Vistaprint.com = $339.99

Posted in: Boutiques Coffee Shops Street billboard posting areas Local cultural venues

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CAM 4GB Flash Drive

From http://store.artlebedev.com/

Preloaded with a PDF of participating auction artist images

$7.92/unit but we are ordering in bulk and receiving each drive for $6.52/unit.

Only sent to individuals who are museum donors/members who give above $50,000/year and it will arrive with their Contemporary Auction Postcard.

Sent to 100 people at a cost of $652. It is worth the money for the museum as the people who are receiving the flash drive receive it with their Contemporary Auction postcard, which gives information to purchase work online if they cannot make the auction.

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CONTEMPORARY AUCTION Cross Promotions/Partnerships HYATT, St Louis •

20% discount for hotel stay with auction ticket

Presentation of two month artist in residency for CAM auction artist, Glenn Ligon

CAM INSTAGRAM PROMOTIONS •

2 Free tickets to the Instagram member with the most shares of #CAMcontemporaryauction on Monday of auction week

Employee “CAM Contemporary Auction Artist of the Week” campaign. Employee with most shares will get a dinner for two at the 5-Star HYATT restaurant Best Restaurant Ever

Personal Selling • Telemarketing Campaign o Two weeks prior to auction CAM will contact all members via phone to alert them to the upcoming auction • Bringing posters and postcards to galleries and coffee shops in the city

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CONTEMPORARY AUCTION Public Relations Press Release, Calendar Listing & Media Advisory Send to: St Louis Post Dispatch - http://www.stltoday.com/ Riverfront Times - http://www.riverfronttimes.com/ St Louis American - http://www.stlamerican.com/ ALIVE Magazine - http://www.alivemag.com/ St Louis Magazine - http://www.stlmag.com/ Delux Magazine - http://deluxmag.com/ Town & Style Magazine St Louis - http://townandstyle.com/ St Louis Homes & Lifestyle Magazine - http://www.stlouishomesmag.com/ West Magazine - http://westnewsmagazine.com/ Media Advisory TV Stations: KMOV KMOX KPLR KSDK KTVI KWM

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Calendar Listing for St Louis Riverfront Times Event: CAM Contemporary Auction Contemporary Art Museum St Louis: 7p.m. April 23 3750 Washington Blvd St. Louis, MO 63108 (314) 535-4660

Price: $95 per person

The Contemporary Auction is the Museum’s fundraiser, both online at virtual auction house Paddle8 from April 9 through April 23 and on-site at CAM on April 23, 6:00–8:30 pm. Works by over 75 emerging and renowned artists, including Nicole Eisenman, Sayre Gomez, Glenn Ligon, Oliver Osborne, Lari Pittman, and Kasper Sonne, are featured in this benefit for CAM’s cutting-edge exhibition program. Organized by the Museum’s curators, the auction consists of a variety of media, including painting, photography, textile, and sculpture, with retail values ranging from $500 to $200,000. Arts | Free Events | Literary Events

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CONTEMPORARY ART MUSEUM ST LOUIS

Press Contact: Laura James 314.535.4660 x411 ljames@camstl.org FOR IMMEDIATE RELEASE March 9, 2015 CAM Contemporary Auction Fundraiser with Paddle8 St. Louis - The 2015 Contemporary Auction is being held in conjunction with online auction house Paddle8. The auction will be posted online at virtual auction house Paddle8 from April 9 through April 23 and on-site at Contemporary Art Museum St Louis on April 23, 6:00–8:30 pm. The museum’s annual fundraiser will feature works for sale by over 75 emerging and established artists, including Nicole Eisenman, Sayre Gomez, Glenn Ligon, Oliver Osborne, Lari Pittman, and Kasper Sonne. These artists represent the dynamic nature of CAM’s experimental exhibition program, which will be the benefit of the auction. The works for sale range in retail value from $500 to $200,000 and have been thoughtfully selected by the museum’s curators.

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Organized by the Museum’s curators, the auction consists of a variety of media, including painting, photography, textile, and sculpture, with retail values ranging from $500 to $200,000.

“The artist’s represented in CAM’s Contemporary Auction are an example of the most prolific and carefully considered contemporary artists of today. One could call them the rising stars of the art market” said John McDermott IV, Artnews Chief Critic.

About the Contemporary Art Museum St. Louis The Contemporary Art Museum St. Louis (CAM) presents, supports, and celebrates the art of our time. It is the premier museum in St. Louis dedicated to contemporary art. Focused on a dynamic array of changing exhibitions, CAM provides a thoughtprovoking program that reflects and contributes to the global cultural landscape. Through the diverse perspectives offered in its exhibitions, public programs, and educational initiatives, CAM actively engages a range of audiences to challenge their perceptions. It is a site for discovery, a gathering place in which to experience and enjoy contemporary visual culture. CAM is located in Grand Center, a worldclass arts and entertainment district in the heart of St. Louis. For more information about the Contemporary Art Museum St. Louis, call 314.535.4660 or visit www.camstl.org

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Press Release Attached Image : Glenn Ligon Smile, 2015 Oil on Canvas 30” x 30”

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CONTEMPORARY ART MUSEUM ST LOUIS

***Media Advisory*** WHAT:

In honor of our partnership with HYATT on our upcoming contemporary auction, HYATT and CAM would like to award participating artist Glenn Ligon with an artist in residency in our beautiful city. The works created by Glenn, inspired by St Louis, will be auctioned online to benefit CAM.

WHEN:

Tuesday, April 7, 2015 1 – 2 p.m.

WHERE:

Contemporary Art Museum St Louis 3750 Washington Blvd St. Louis, MO 63108

Interview/PHOTO OPPS:

CONTACT:

John Smith, Head Curator, CAM Glenn Ligon, Contemporary Auction Artist Mary Lin, Public Relations Director, HYATT, St Louis

Laura James, Public Relations Director 314-535-4660 x411 ljames@camstl.org

For more information about the Contemporary Art Museum St. Louis, call 314.535.4660 or visit www.camstl.org About the Contemporary Art Museum St. Louis The Contemporary Art Museum St. Louis (CAM) presents, supports, and celebrates the art of our time. It is the premier museum in St. Louis dedicated to contemporary art. Focused on a dynamic array of changing exhibitions, CAM provides a thought-provoking program that reflects and contributes to the global cultural landscape. Through the diverse perspectives offered in its exhibitions, public programs, and educational initiatives, CAM actively engages a range of audiences to challenge their perceptions. It is a site for discovery, a gathering place in which to experience and enjoy contemporary visual culture. CAM is located in Grand Center, a world-class arts and entertainment district in the heart of St. Louis.

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CONTEMPORARY AUCTION BUDGET •

Total annual operating expenses - $2,700,000

Annual Advertising and Promotion - $72,652

CAM Contemporary Auction (Fundraiser) - $10,000.00 o CAM Flash Drive

$652.00

o CAM Contemporary Auction Poster

$339.99

o CAM Contemporary Auction Postcard

$3,675.00

o Eblast

$25/month

o Web Banner (Art Ltd Magazine x 2mo.) $1,500.00 o Instagram Posts

FREEish

o Facebook Posts

FREEish

o Personal Selling

FREEish

o Press Release (Press)

FREEish

o Calendar Listing

FREEish

o Total Spent $7,716.99

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CONTEMPORARY AUCTION Marketing Timeline o March 1 & April 1 - Web Banner (Art Ltd Magazine x 2mo.) o March 1 - Email Calendar Listings o March 1 – Launch Website Links o March 2, April 6 & April 20 – Eblast o Daily starting March 3 - Instagram Posts o Weekly starting March 3 - Facebook Posts o March 6 – Telemarketing Campaign. Call CAM members o March 12 – Send out Press Releases (Press) o March 16 - CAM Contemporary Auction Poster o April 2 - CAM Flash Drive o April 2 - CAM Contemporary Auction Postcard o April 7 – Media Advisory Presentation at CAM o Continually - Personal Selling

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Communications Plan: CAM Contemporary Auction  

Communications Plan: CAM Contemporary Auction  

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