AAM Project

AAM Project

• 1.
  Wianjiao Fu (Grace) 1
• 2.
   Background  SWOTAnalysis  Competitive Analysis  Media Strategy  Goals, Objectives  Media Messages  Target Market  Pitch, Tactics, & Channels 2
• 3.
  Create Media Strategyfor upcoming exhibit  Challenges  Private Collection  No evening events scheduled at museum  AAM Foundation Connection with Private Collector  Expectations  Smaller audience  Education – few calligraphy works exist outside of private collection 3
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   Strengths  Weaknesses  Asian population more  Exhibit too focused on interested in their calligraphy cultural history  Existing member base  Competing museums and other activities in  Good Brand Image and city Reputation  Lack of recognition of new brand 4
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   Oppor tunities  Threats  Expand Media Reach  Holiday and travel season (i.e., Promote via KQED and 96.1 & Tech Media)  Other art exhibits and activities vying for public attendance  Strengthen relationship with Asians and other new audiences  Tech community lacks interest in art  Increase membership and attendance  2012 Presidential Campaign Media Coverage  Holiday Traffic 5
• 6.
  Museum Description Position Prices (General Admission) Works explains the culture and One of the finest Adult $17.00 Asian Art religion in different countries of museums in San Senior $13.00 Museum the Asian continent. Francisco. College $12.00 Youth $7.00 A large exhibition of American Art Fine arts museum located Adult $ 11.00 De Young between the 17th and 20th in the heart of Golden Senior $ 8.00 Museum centuries. Of equal importance is collection of African and Pacific art. Gate Park Student $ 7.00 Youth $ 7.00 Works of artists such as Matisse, Cultural Star of the city – Adults $18.00 SF MOMA Picasso and Dali on display 2nd most important Seniors $12.00 museum in the U.S. after Students $11.00 the NY MOMA Works of Rodin, Rembrandt, Best collection of works of Adults: $10.00 Legion of Monet as well as many other art of the city is shown Seniors $7.00 Honors famous artists. Youths Students $6.00 $6.00. Note: Children under 12 or 13 and Members are Free at all Museums 6
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   Goal  To raise awareness of the exhibit and museum among art- lovers and new alternative audiences by 10% to 20% between 5 Oct. and 30 Dec. 2012  Objectives  Increase interest and attendance among people in the technology industry and new audiences  Educate and engage the Asian community locally and internationally through exhibit and programs  Increase and acquire publicity for both the museum and the calligraphy exhibit 7
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  1. Asian 2. Art 3.Tech 8
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   Asian Families  Calligraphy lovers  2nd Generation Asian  Older generation Asians immigrants who love calligraphy  Asian Family: teach children about Asian  New Asian artists who culture want to learn from the  Mix race marriages: exhibit show spouse the Asian culture 9
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  Cultural Vultures (Core) Art Newbies • Females, Caucasian  Interested in whatever is new • Tourist (especially (technology, store openings, European/German) etc.) • Well-educated  Fashion-conscious • Visits other art-focused  Cultural Influencers/Leaders events/activities  Not easily intimidated • Incomes over $100k; half with  Open-minded under 25k  Likely to frequent underground • Actualizers (art professionals/students) activities  Middle-class socio-economics • Galleries essential to quality of life • Social Spacers (attend fundraisers,  Not comfortable with art art openings) terminology • Sensualists (seek emotional, high Based onsensory or Wallace and Trust grantees Psychographics Roundtable 5/20-5/21/09 presentation by intuitive experience) 10
• 11.
   Research and buy multiple tech products  Like to stay up to date on the latest gadgets  Often represent early adopters of new technologies  51%* of Gadget Lovers read news online revisiting these sites several times per day:  MSNBC, Foxsports and Wonderwall 11
• 12.
  Exclusive The Cultural Private Asian Significance of Collection Community Calligraphy Art Lovers The Beauty EXHIBIT KEY MESSAGES of Visual Hidden World of Highest Poetry -- Calligraphy… form of art Calligraphy It’s relevance, in China uniqueness and impact on the world Tech Gurus AAM’s New Branding, Tech Jerry Yang’s Unique Tycoons Unique and Exhibitions & Passion Exclusive Art Innovative for the Collection Programs Arts 12
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  1. Existing Members 2. Press 3. General Public 13
• 14.
  Receive Special invitationwith quote from Jerry Yang… ”Like all great art – the best calligraphy looks like water flowing and words signing off the paper…” 14
• 15.
   Press Conference  Feature museum director, curator, Jerry Yang and Xu Bing  Private Tour  Personalized Framed Calligraphy  Receive Press Kit 15
• 16.
   Create Media Kit to include:  Press Release  Bio for Jerry Yang and Xu Bing  Press FAQ’s (external only)  Interview list or Information  Calendar Listings  Ticket to Museum and Exhibit  Link to online Press Gallery with photos, release, interviews with Jerry and Xu, and curator or director 16
• 17.
   Calligraphy Competition  Pre-Invite 30 to 50 calligraphers  Local Celebrities Serve as Judges (i.e., Mayor of SF, President of SF Art Assoc., Jerry Yang and Young Star)  Public observes contest and judging  All work and photos from event featured on AAM’s website  Viewers can vote for top 10 Calligraphers  Winners’ artwork displayed in SFO Airport – International Terminal 17 Image from: http://www.yesan.go.kr/eng/sub/sub02/sub_02_06_05.jsp
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  Media – Events Online Collaboration Traditional and (including social Electronic media) Technology & New Groups Art Lovers Asian Community (local and international) 18
• 19.
  Objective: Increase interestand attendance among people in the technology industry and new audiences Reach out to San Francisco and California Bay Friends of Calligraphy groups to offer discount group tickets in exchange for promotional opportunities (newsletter listing or article, website link and button, announcements, SM, etc.) Pitch to Tech focused newsletters, social media Tom Foremski – Silicon Valley Watcher Jon Swart – NBC Bay Area sites, print media and companies. Angle on Jerry’s @TechChronicle - The technology blog of success in the technology industry and art world the San Francisco Chronicle Website Contests Winners receive discounts/special offers Raffle off private dinner and tour with Jerry Yang Dinner for 5 people. Enter via website – perks for entering 19
• 20.
  Objective: Educate andengage the Asian community locally and internationally Pitch to Asian focused newsletters, social media Asian Week China daily sites, printed media and radio. weibo.cn (social media) Angle: The education and importance of calligraphy ICN (TV channel) in the Asian culture Reach out to Asian community groups, associations Asian American Women’s Art Association and youth groups (including schools) to promote event and invite to contests Partner with travel industry newsletters and on Korean Airline board magazines Raffle off private dinner and tour with Xu Bing, Jerry Dinner for 5 people. Enter via website – perks for entering Yang and Curator of AAM 20
• 21.
  Objective: Increase andgenerate publicity for both the museum and the calligraphy exhibit Partial Exhibit at SFO Museum or in International Feature Calligraphy contest winners Terminal Online Contests like guess the Celebrity Tattoo and Receive discounts/special offers Pinterest Contest Online activities such as free translations of words into calligraphy via website Advertising BART, Muni Calligraphy Content and Promotions Promote contest including voting opportunities, celebrity judges and feature pieces 21
• 22.
  August September October November December EXHIBIT EXHIBT OPENS CLOSES Pitch Media Press Launch Social Announce Holiday Conference Media Sites & contest and Contests Online raffle winners Contests Invite Press Partner w/ Gala Host dinners Announce and Public to clubs & with Jerry contest Calligraphy associations Yang and Xu winners Contest Bing Contact SFO Host Announce Set up Display Calligraphy Calligraphy at SFO Contest Contest Winners 22
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  23
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   Public Relations  Social Media  Print – Local and National Art  Pinterest Magazines  Facebook Page  Press Conference  Twitter  Radio – Interviews  Blogs (Asian, Tech and Art)  Television Interviews  Linkedin targeting Tech  Magazines (travel, art and Companies and Prof. technology)  Social Network & Bookmarking  Direct Mail Sites  Postcard  Community Relations  Tech Cos. And Groups Newsletters and Websites  Public & Private Schools  Special Events  Exhibit Display at SFO International 24