Julia E. Dean PotteryA Public Relations Proposal

Presented by: Castle & Associates

Meet The Team

Today’s AgendaRebranding of Julia E. Dean Pottery and building a campaign to market a new art community studio in the Ithaca area.

Situation AnalysisObjectivesTarget AudiencesStrategiesTacticsTimetableMeasurement and EvaluationBudget

What’s the current situation?

Our GoalHave community members feel welcomed in the

new studioHave a space that is open and split level

Located near the Ithaca Beer Co.

Situation AnalysisCompetitor Analysis

The Potter’s Room

Ithaca Youth Bureau

Salmon Pottery

Situation Analysis“Community Need”

Previous Cornell Pottery Studio

No Current teaching studio in the area

Former Classes she’s taught

Situation AnalysisSWOT ANALYSIS

Strengths

Weaknesses

Opportunities

Threats

Primary ResearchOut of 99 students….

ObjectivesIncrease awareness of Julia E. Dean Pottery

Establish Julia E. Dean as an expert in the art world as an artist and

educator

Increase revenues of personal artwork & make money to run her future studio

Position the Julia E. Dean Studio as a

community center for pottery and other

types of art for Ithaca and greater Tompkins County

area

1. 2. 3. 4.

Primary Audience

Secondary Audience

StrategiesRevamp all current as well as establish new social media accounts

Partnering and solidifying relationships

with local small businesses

Rebrand Julia E. Dean’s image

Create a habit of purchasing Julia E. Dean

pottery

Tactics1. Introducing a new logo

Tactics2. Creating a new website

Focus on natural colors, with blue accents

Create on SquareSpace

Use for sales of artwork and social media, as well as registering for classes at the new studio

Julia E. Dean Website BEFORE

AFTER

Tactics3. Social Media Presence

Julia E. Dean on Instagram

TacticsJulia E. Dean on Facebook BEFORE

TacticsJulia E. Dean on Facebook AFTER

Tactics4. Launch an Indiegogo Campaign

Primary source of funding for the new studio

Market on social media accounts

Have a video to explain the need for a community potters studio

Tactics5. Market with Small Businesses

Continue to expand partnerships with local Ithaca businessesPartner with school stores at Cornell University and Ithaca

CollegeCreating a business label to go on all Julia E. Dean pottery

packaging

Tactics6. Build Relationship with “Community Clay Studio of Ithaca”

By creating a partnership with this Facebook group, it will increase awareness of Julia’s new studio to people who have passion for this type of creative outlet

Since the Cornell studio closed years ago, people have been looking for similar space to the one that Julia has created

Tactics8. Build Partnership with local college professors prior to opening

Because college student are one of our primary audiences, targeting them for advertising is essential

Create a relationship with Cornell and Ithaca professors in their arts and science departments

Encourage them to advertise the openingPass out flyers to their classesDescribe this as a place to continue their studies outside of

their respective schools classrooms

Tactics9. Press Kit

Use to increase brand awareness and encourage local media coverage

The Press Kit will includePaper Palette Book with list of classes offered at the studioA USB disguised as a paintbrushA certificate for 10% off a pottery classBiography of Julia E. DeanDescription of new studioPhotographs of Julia, her work, and previous classesAll contained in a black, reuseable portfolio-styled bag

Tactics10. Opening Day/Week Strategies

Partnership with Purity Ice Cream a week prior to the opening

10. Opening Day/Week StrategiesPartnership with Ithaca Beer Co. a week prior to the opening

Tactics

Tactics10. Opening Day/Week Strategies

Encourage student media to give publicity to the new studio and the opening & put advertisements in local media outlets.

Tactics10. Opening Day/Week Strategies

Create special edition flyers to distribute around Ithaca and to attachto packaging in local businesses

BudgetGiven a 2,000-3,000 budgetEstimated Total of PR Campaign: 2,357.70

Timetable

Measurement and Evaluation

In order to measure the success of our campaign, Castle and Associates will monitor the results of the desired objectives over the course of the next year. For each medium, we will utilize various methods to evaluate success.

Monitoring Media Coverage:

Website:

Social Media:

Participation at Local Events:

Thank You!

Any Questions?