julia e. dean public relations proposal presentation
TRANSCRIPT
Cayuga Center for the Creative Arts“Where creativity meets community”
A Public Relations Proposal Presented by:
April 27, 2014
Agenda• Situational Analysis• Campaign Objectives• Target Audiences• Strategies• Tactics• Evaluation• Timetable• Budget • Questions
Situational Analysis• Julia E. Dean pottery– pieces sold wholesale & through Etsy
• Currently run out of basement• Need for expansion in order to offer
classes• New building currently in the works–Will offer classes for pottery and other art
disciplines– Space for renting
Competitor Analysis• Genesee Center for the Arts and
Education• The Potter’s Room• Ithaca Youth Bureau• Salmon Pottery
Strengths- located in Ithaca- will offer space for renters- not restricted to pottery- specialized classes
Weaknesses- funding not yet secured- building plans still
underway- lack of education
Opportunities- ideal local
population - interest in the
arts- Cornell pottery
studio recently closed
Threats- economy
struggling- practicing arts is
expensive- many competitors
Research• Based on Julia’s previous clients and
experience• Spoke to representatives at Longview
retirement community• Online research
Campaign Objectives
1. Introduce the Cayuga Center for the Creative Arts to Ithaca and surrounding communities
2. Create anticipation for the opening3. Establish brand identity4. Generate class attendance
Target Audiences
• Primary: middle class parents aged 25-49
• Secondary: businesses and organizations with programming opportunities
Target Audience Profiles
Peyton, 27 Nathan, 35
Target Audience Profiles
Sarah, 56
Media Targets• Ithaca Times• Cayuga Radio Group
Strategies
1. Use social and local media to promote brand identity
2. Distribute promotional materials3. Take advantage of local
programming opportunities4. Motivate people to visit and
participate at Center
Tactics• Brand identity -- logo
Media• Cayuga Radio
Group• Ithaca Times• Press releases• The Guide to
Being Local
Local Events• “What Inspires You?” tabling
campaign• Farmer’s Market• Apple Fest• Ithaca Festival
Social Media• Facebook• Instagram• Student
intern
Website
Distributing Flyers• Primary audience• Elementary schools• Daycares• Preschools
Distributing Flyers• Secondary audience• Retirement communities• Nursing homes
Local Programming• Form relationship with Longview• Shuttle service• Reach out to other retirement homes
in the future• Also schools
Grand Opening Event• Email invitations• Cayuga Creative Street Team• One-time creative session with Julia• Local bands, food vendors, Center
tours
Evaluation• Post-event feedback• Social media followers and likes• Website traffic• Participation in events & classes• Press coverage
Timetable
Budget
Any questions?
Thank you!
Cayuga Center for the Creative Arts
“Where creativity meets community”