Arthouse Planbook

Focus PR & Consulting

Phillip Couchman • Ashley Gause • Jas Kao • Erica Molina • Lauren Pfieffer• Mina Vu

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Who we are. Phill ip Couchman Phillip is a fourth year student pursuing a dual degree in Public Relations and Psychology with a minor in Business Foundations. He was born in Temple, Texas and grew up in the neighboring town of Belton, Texas.

Ashley Gause Ashley is currently a fourth year student at The University of Texas at Austin. She is pursing a degree in Public Relations and has an extreme interest in music and sports. Ashley was born in Dallas, Texas yet claims Houston, Texas as her home.

Jas Kao Jas is currently a third year student at the University of Texas at Austin and is pursuing a public relations degree. He was born in the DFW area but thinks of Austin as his home now. Jas considers himself part of the video gaming community and is thinking about working for the video game industry in the future. His hobbies include hiking, biking, break-dancing and, of course, gaming.

Erica Molina Erica is currently in her junior year at The University of Texas at Austin. She is a public relations major with a great interest in film. Erica was born and raised in McAllen, Texas and wants to pursue a career in the film-entertainment industry.

Lauren Pfeiffer Lauren is a junior Public Relations major from San Antonio, TX. She enjoys traveling and is spending two months in London this summer for study abroad. She also loves fashion, film and television.

Mina Vu Mina is currently a senior at the University of Texas at Austin studying Public Relations with a strong interest in entertainment. She was born and raised in Dallas, Texas. In her free time, she enjoys playing tennis and sand volleyball, watching movies and experience the live music Austin has to offer.

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About Focus PR & Consulting ………………………………………………………………4 Executive Summary …………………………………………………………………………..5 SWOT Analysis ………………………………………………………………………………..6 Goals and Objectives ………………………………………………………………………..7 Target Audience ……………………………………………………………………………….8 Primary Research ………………………………………………………………………….9-10 Secondary Research ……………………………………………………………………11-13 Explore Arthouse Proposal ………………………………………………………………..14 Themes & Messages …………………………………………………………………….....15 Strategy & Tactics ……………………………………………………………………….16-17 Logistics ……………………………………………………………………………………18-20 Timeline ………………………………………………………………………………………..21 Budget Analysis ………………………………………………………………………………22 Evaluation …………………………………………………………………………………….23 Appendix Figure 1. Business Membership …………………………………………………………24 Figure 2. Individual Membership …………………………………………………….25-26 Figure 3. Referral Program ……………………………………………………………….26 Figure 4. Online Questionnaire ……………………………………………………..27-28 Figure 5. Taglines ……………………………………………………………………….…..29 Figure 6. Email Correspondence …………………………………………………….30-36 Figure 7. PSA …………………………………………………………………………………37 Figure 8. Press Release Example …………………………………………………….38-39 Figure 9. Blog Example …………………………………………………………………….40 Figure 10. Pitch Letter Example …………………………………………………………..41 Figure 11. One-Sheet Flyer ………………………………………………………………..42

Table of Contents

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About Focus PR & Consulting

Focus PR & Consulting believes in exceeding expectations. Our experienced and imaginative team integrates classic public relations techniques with tactical and strategic entertainment ingenuity. We deliver maximum media coverage for every client because we take an innovative, out of the box approach. At Focus PR & Consulting, we truly listen to our clients. We develop every client's needs into an inventive new strategy that demands attention. Innovation is the key to our success and the heart of our firm.

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Executive Summary

The actual building where Arthouse at the Jones Center stands today has been around since 1851, where the first three story- brick building was constructed on the corner of 7th Street and Congress Avenue. In 1911 everything changed in the world of art when Texas Fine Art’s Association (TFAA) was formed and was devoted exclusively to bringing contemporary art to Texas audiences. TFAA is Texas' oldest statewide visual art organization and is still devoted to contemporary art even today. In 1926, the building at 700 Congress Avenue was renamed as Queen Theater. After the theater closed, TFAA purchased the vacant building in 1995 and renovated the first floor, making the building more suitable for the reopening of the space. In 1998, after a three year renovation and production process, 700 Congress Avenue is opened as TFAA/The Jones Center for Contemporary Art. It was not until November 2002 that TFAA decided to change the name to Arthouse at the Jones Center, which reopened on October 24, 2010. With the reopening of Arthouse after renovations, it shifted its exclusive showcasing of

Over the course of our correspondence with Virginia Jones, public relations director for Arthouse at the Jones Center, it became evident to our team that we needed to increase the general awareness of Arthouse. This is due in part to Arthouse's limited budget in the advertising and public relations departments. Instead of delegating public relations and advertising responsibilities to a team, the Arthouse public relations department consists of a single person and one general intern. As a consequence of staff limitations, a cohesive brand message has not been fully achieved. Currently, sales in individual memberships and businesses memberships are low. To address these issues, Focus PR has put together a six-month, cost efficient plan to develop a stronger brand identity and refine the current Arthouse membership program. Our campaign, Explore Arthouse, will begin May 24, 2011, and last until Oct. 24, 2011, the one-year anniversary of the Arthouse reopening. We have assembled written materials, such as a flyer, public service announcement, pitch letter, blog post, news release and proposed possible new taglines to jump start our brand identity initiative. We have also reformed the Arthouse membership plan with the goal of increasing memberships. By the end of the six-month term, Arthouse will have implemented the strategies and tools necessary to increase general awareness, maximize memberships and strengthen the Arthouse brand in the Austin art

!Explore Arthouse – Background & Implementation !

!Arthouse History !

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S.W.O.T Analysis

Strengths

• One of the few contemporary art museums in Austin

• Free admission

• Offers international art (as opposed to strictly local)

• Is located at a prime location

downtown

• Provides opportunities for up-and-coming artists to showcase its work

Weaknesses

• Lack of interest & awareness for Arthouse

• No advertising or PR budget

• PR is completely run by only one person

• Strict approval process for any PR efforts

• No clear brand messaging/identity due to recent shift in focus

• Have not reorganized communication

to fit current situation

Opportunities • Very active local art community

• Form partnerships and participate

in various art events

• Find a champion for its cause (state representative, celebrity

Threats

• There are already several more established art museums in close proximity

• General costs of advertising

• Costs of bringing in new exhibits/

establishing new programs

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Goals & Objectives

Goal 1: Develop a stronger brand identity for Arthouse at the Jones Center among students, local business owners and art enthusiasts. Objectives

• Increase overall public awareness of Arthouse at the Jones center by 20 percent by its one year anniversary on October 24, 2011.

• Increase public knowledge of the functions Arthouse serves the public by 20 percent by its one-year anniversary as well on October 24, 2011.

• Increase number of visits per day to 300 people.

• Increase frequency of distributed press releases for every new exhibit opening and event

at Arthouse to at least two to three weeks prior to the opening of the exhibit or date of the event.

• Increase partnerships by two for joint venture events by August 20, 2011.

• Increase updates on social media (Facebook, Twitter, blog) to at least three times each week. Posts regarding events and exhibits should be posted at least one week before the event or exhibit.

• Increase the number of fans on its Facebook page by 1,000 and its followers on Twitter

by 1,000. Goal 2: Refine membership program and generate new members. Objectives

• Implement new membership program and referral program by October 24, 2011.

• Recruit at least 300 new members at any membership level by March 24, 2012.

• Increase current members’ “satisfaction of Arthouse” on members survey by 15%

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Target Audience

Explore Arthouse Target Audience Focus PR & Consulting has chosen to target students, local business owners and art lovers. The abundance of students in the area from The University of Texas at Austin, St. Edwards University, Concordia University Texas, Austin Community College, in addition to the numerous high schools in the area will provide a strong pool of individuals to focus. With the wealth of locally owned businesses, Arthouse can target business owners to gain its membership at the business level as well as to using its knowledge of Arthouse to spread to its visitors. Finally, we chose art lovers in general as a target audience because we feel they will show a genuine interest in Explore Austin and will serve as a strong group of individuals who can also spark interest in others to explore Arthouse and see what it has to offer. Arthouse’s Target Audience Currently, Arthouse does not have a clear distinction as to who it is trying to target, leaving its efforts to generate brand awareness weakened and scattered. At the present, its target audience is vague and general. Surprisingly a good number of visitors to the institution have strolled in while spending time wandering along Congress Avenue. This could be a result of Arthouse’s physical presence and awe inspiring architecture that drew visitors in. Also, the advertising budget in its entirety is devoted to buying ad space in visitor brochures and other pamphlets that lists things and places for visitors to do and see.

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In order to effectively employ the initiatives of Explore Arthouse, Focus PR & Consulting conducted an online questionnaire and an in-class survey to gain a better understanding the general public’s attitude toward art and gauge its awareness of Arthouse at the Jones Center. In the first form of primary research, Focus PR & Consulting created an online questionnaire through Qualtrics which was administered via Facebook. The objective of the survey was to measure the number of respondents who are aware of Arthouse and/or what it does. Additionally, the questionnaire was to provide information about whether or not respondents would like to learn more about Arthouse. The second form of primary research was a questionnaire distributed to a University of Texas at Austin Public Relations class. The objective of the survey was to gather more data regarding the same information covered in the first form of primary research to a sample of individuals who did not have previous access to the online questionnaire. QUESTIONNAIRE RESULTS Results from the Qualtrics questionnaire showed that respondents had little knowledge of Arthouse and what it offers. Respondents also showed little interest in visiting as well as learning more about Arthouse. These results show that a campaign geared towards developing a stronger brand identity in order to increase brand awareness. See Appendix for questionnaire results Figure 3 Sample The sample of respondents for the Qualtrics questionnaire consisted of 60 Facebook users who are all mostly college-aged students. Additionally, 34 Public Relations students were surveyed with an in-class questionnaire. However, some of the results for each question does not equal the total numbered sampled because some respondents may have skipped certain questions or exited the questionnaire before completion. QUESTION: Do you know what Arthouse at the Jones Center is? The purpose of this question was to measure the public’s general awareness of Arthouse. From the results we can conclude with confidence that awareness of Arthouse among college-aged students is very low. This may be a direct cause of the lack of advertising Arthouse has been able to invest in. Also, Arthouse has very little to no presence on the University of Texas at Austin campus limiting its ability to reach college students.

Primary Research

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Primary Research Continued

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QUESTION: Have you ever been to Arthouse at the Jones Center?

From this question, we wanted to gather information about the actual number of respondents who have visited Arthouse in comparison to those who have not. According to the results, a large number of respondents have not been to Arthouse. This can also be attributed to the lack of advertising and want of general awareness as well as respondents not knowing where it is located. QUESTION: If you have not, would you be interested in visiting? It is interesting to see that results show that respondents show little interest in visiting Arthouse. This could be attributed to students’ interest in other activities or its lack of time to visit a museum or gallery. However, it is possible to see a change in results if the same sample of students were to be surveyed at a later time after learning more about Arthouse. QUESTION: How often do you visit an art gallery or museum? The intent of this question was to determine if visiting an art gallery or museum was an activity that the sampled respondents took part in. The results show that a reasonable number of respondents have gone and do go to museums. This data will help to focus our efforts to frame our campaign in a way that will appeal to this audience as well as other audiences. The respondents from the in-class survey were also asked to vote on three taglines based on which they feel adequately encompasses Arthouse as a museum and its mission. See Appendix Figure 4 According to the data gathered from the respondents polled, the top choices for a potential Arthouse tagline are “Art. Film. Innovation,” and “Where Contemporary Art Lives.” Because a consensus was not reached in regards to choosing an official tagline, we feel that it would be effective to present the contending taglines to the Arthouse staff and allow them the opportunity to select the tagline they feel best embodies Arthouse and what it does.

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Secondary Research

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Secondary research The main objective of Explore Arthouse is to increase community awareness of Arthouse and educate the public on what it is and has to offer. In order to achieve this goal, Arthouse will partner with local organizations that have a strong interest in and support the arts. Through these partnerships, Arthouse will be provided with the opportunity to have feature stories published and also host events to showcase its breathtaking rooftop and functional conference room. The Blanton Museum of Art The Blanton Museum of Art at The University of Texas at Austin boasts the largest and most comprehensive collection of art in Central Texas. The collection comprises over 17,000 works of art in a variety of mediums. The Blanton is considered one of the university’s many gems and provides a variety of programs for students, faculty, staff, and Austinites alike. Many visits often put The Blanton on its list of places to visit while spending time Austin. It’s convenient location at the intersection of Martin Luther King Jr. Boulevard and Congress Avenue allows for visits easy access to the museum and has the perk of being located close to the Bob Bullock Texas State History Museum and downtown Austin as well. The mission of The Blanton is one of enrichment and involvement; it “serves as an intellectual and social portal connecting the university and the rest of the world through visual art and culture. This is almost an exact parallel to Arthouse’s mission making The Blanton an ideal match for a potential partnership. Of the many programs offered at The Blanton, its bi-monthly art part, B Scene, is the perfect opportunity to provide a crossover between The Blanton and Arthouse. Although The Blanton does charge $12 for B Scene tickets, that does not discourage individuals from attending. The event allows for art lovers to mingle with friends and enjoy music, tours, art activities, free snacks and enjoy a cash bar. This event reflects the general feel of the events held at Arthouse’s Rooftop Members Lounge. By partnering with The Blanton’s B Scene event, Arthouse can increase brand awareness by appealing to the attendees because they show a common interest in the arts and the social element that comes with appreciating art. Through targeting this audience, Arthouse has the opportunity to increase its student and faculty membership level.

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Secondary Research Continued

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Tribeza TRIBEZA is Austin’s leading lifestyle magazine that aims to capture the vibrant art and culture of Austin through editorials, photography, art and the chic design of the magazine itself. It strives to “embrace Austin’s unique character as well as its desire to proved luxury at the face of an ever-evolving landscape.”

TRIBEZA follows a carefully thought out editorial calendar where each month’s issue covers a different theme. Focus PR & Consulting feels that Arthouse will benefit from having a story featured in the music, nightlife, architecture and arts issues. Also, readership of the arts and culture magazine is very high at an estimated two to three readers per copy which translates to more than 69,000 readers. The audience that will be reached through this magazine is one that enjoys the arts and having a rich social life. The average age of a TRIBEZA reader is 38 and 81 percent of readers are between the ages of 25 and 54. Psychographic information gathered show that 54% of readers plan to purchase art for the home or office in the next 12 months. While Arthouse does not sell installations or art pieces outside of its 5x7 event, this shows that readers have an appreciation for art if he or she is willing to invest money. The readers of the magazine are educated in the arts and finer aspects of culture. They show a strong interest in investing its time and/or money into enjoying Austin’s artistic offerings.

The magazine is distributed to more than 450 locations such as spas and salons, gyms, medical offices, retail boutiques and restaurants. Additionally, copies of the magazine are placed in-room at some of the top hotels in the city including The Four Season, The Driskill Hotel, and The W Austin.

With this large audience and wide distribution, a feature story in one of the appropriate monthly issues, Arthouse will receive successful coverage on the institution itself as well as any upcoming events or special exhibitions. The theme of each month will benefit Arthouse’s coverage because the feature stories can be framed differently to fit the issue and thus will appeal to an even wider audience within TRIBEZA readers.

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Secondary Research Continued

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Austin Fi lm Festival/Austin Fi lm Society In 1985, Austin Film Society began as a group of friends who came together to watch films not normally distributed to the general public. Over time, the small group of friends turned into hundreds of film lovers and thus Austin Film Society was born. The organization aims to honor classic and independent film with screenings in venues all over Austin. It serves as a nonprofit educational organization that promotes the appreciation of film and supports creative media production. Today, the Austin Film Society has over 1900 members and attendance at our programs last year was over 40,000. Audiences and members represent all ages and a cross-section of the diverse population of Austin. Individual series target particular audiences, and have expanded our audience base in the Latino, African-American, Middle Eastern, Jewish and Asian-American communities. Of the many programs AFS has to offer, the Texas Film Hall of Fame Awards has easily become one of the most glamorous nights in Austin to honor the best in film. It celebrates the best the Texas film and also aims to raise funds for the year-ground programs and services of AFS.

For Austin Film Festival, its mission is clear and simple. The festival furthers the art and craft of filmmaking by inspiring and championing the work of screenwriters, filmmakers, and all artists who use the language of film to tell a story. The festival was founded in 1994 and was the first organization of its kind to focus on the writers’ creative contribution to film. It originally consisted of the Heart of Film Screenwriters Conference. Since then, the festival has grown to serve all filmmakers and Austin’s art community and now encompasses year-round programming dedicated to celebrating and honoring the art and impact of storytelling. AFF is known for its annual October Austin Film Festival and Conference, which is an event that brings professional and amateur screenwriters and filmmakers together to celebrate the role of screenplay in filmmaking. One of the main functions of AFF is to provide many of the local businesses and organizations interested in and supportive of the arts a creative platform to showcase its services through programming collaborations and social events. All of the efforts combined work towards showing off Austin and what the city has to offer to Austinites and visitors both.

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Explore Arthouse Proposal

After evaluating our primary and secondary research, Focus PR & Consulting has decided the most immediate needs Arthouse at the Jones Center should address are increasing public awareness and recruiting more members to join the Arthouse community. To meet the communication needs of Arthouse at the Jones Center, Focus PR & Consulting has created a two-part strategy to strengthen its brand identity and to reorganize and enhance the current Arthouse membership program.

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Themes & Messages

1.Theme As a result of the Explore Arthouse campaign, audiences should have an increased awareness of Arthouse’s mission and its three services to the community. Messages

o Arthouse wants to establish itself as a well known authority in the arts sector locally, nationally, and even internationally.

o Arthouse is a free contemporary art museum featuring local and international artists.

o Arthouse is a cultural hub for people to congregate and enjoy a variety of different arts and events.

o Arthouse hosts several educational programs to help aspiring artists of all ages develop its skills and careers.

2. Theme The Explore Arthouse campaign is aimed at creating a better more satisfactory experience for its members. Messages

o Add on additional membership perks o Install a new membership referral program

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Strategy 1 The first step of the Explore Arthouse campaign is the reorganization and consolidation of the brand identity of Arthouse. The current brand identity is could use improvement to help generate more awareness. Tactic one: Give Arthouse a new tagline that accurately portrays the identity of Arthouse to the public. We have selected two new taglines to present to the Arthouse public relations department. We believe the addition of a tagline will help the public better understand the functions of Arthouse and improve their overall brand identity. The taglines were selected through team brainstorming sessions and then crowd sourcing was used to narrow the list down. See Appendix Figure 5 Tactic two: Consider revamping the Arthouse mission statement. The current Arthouse mission statement is “Arthouse at the Jones Center creates meaningful opportunities to investigate and experience the art of our time through exhibitions, programs and commissions of new work.” We feel this statement is a little vague, and doesn’t really capture everything that Arthouse encompasses. We recommend developing a new mission statement, which envelops the three primary functions we are putting emphasis on; exhibits, cultural hub for members and educational services. Tactic three: Distribute flyers to walk-ins and local businesses.We have created a one-sheet flyer that displays the three services Arthouse provides, along with basic information, such as their hours of operation, location, etc. This is a very affordable and effective way to raise awareness about the Arthouse brand. We believe it would be most effective to be distributed around the city, as well as handed to walk-ins. See Appendix Figure 11. Tactic four: Send out PSA to local radio stations. We have created a script for a possible PSA Arthouse could produce. The script we created is aimed at raising awareness about the three key functions of Arthouse. We left a short paragraph open for modification in which the current featured exhibits or closest upcoming event can be plugged. See Appendix Figure 7. Tactic f ive: Restructuring the Arthouse website. We feel that the current website navigation and usability could use further improvement. The website could further elaborate on what Arthouse represents and encompasses. The main page has limited information about Arthouse that would help visitors to the website fully understand what the organization represents. As a result, the brand image of Arthouse is not portrayed as well as it could be. Focus PR suggests rehiring the web designer or hiring a new one for a one time job of making a website that is intuitive to navigate and includes easy to find information about the key messages of Arthouse. Along with the redesign, Arthouse at the Jones Center should make the effort to include more information about all the events and exhibits hosted at Arthouse on the related website pages.

Tactic six: Send press releases to relevant media for every new art exhibit and event. See Appendix Figure 8There is currently is no standard procedure for sending press releases to the media. We believe that by installing a system that regularly sends out press releases, the perception of Arthouse will be positively influenced. It is recommended that a press release be sent out to local media one week before an Arthouse event. For larger events, it is recommended that Arthouse reach out to local media, as well as neighboring markets, such as San Antonio, Waco, Houston and Dallas. It is also necessity create relationships with international outlets, as Arthouse aims to become a global brand.

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Strategy 2 The second step of the Explore Arthouse campaign is strengthening their already existing membership program, and installing a referral program which would give an incentive for current members to bring in new members. Tactic one: Strengthen current membership plans by adding additional perks to membership levels. The current membership plans currently have perks that increase along with the membership level, but we do not think that perks increase enough to drive members to higher levels of membership. We think that this can be improved at no extra cost to Arthouse. Explanation for Business Membership Changes The current business membership plan could improve with the addition of more incentives. We feel Arthouse has much to offer and the potential could be realized through the Explore Arthouse plan. For example, access to the Weekly Members Rooftop Lounge is a great incentive for companies, but currently the model only allows a maximum of four employees to attend. If this was expanded, we think that it would definitely be desired by local businesses. Because the rooftop is not being used on most nights we think the highest level of business membership should be granted the opportunity to host a company function free of cost. Another Arthouse perk that hasn’t been maximized is the Arthouse community room. The community room would be a great place for companies to hold board meetings. Currently the membership plan only gives only the very top tier one free use of this room. Focus PR is suggesting this be expanded to two free uses, as well as incorporating one free use in the second membership tier. If these recommendations are followed we believe that it will attract more people to become members. See Appendix Figure 1 Focus PR believes the Individual Membership program is already very strong and with the addition of the referral program does not need to be modified. See Appendix Figure 2 Tactic two: Create referral program for current membersWe believe that installing a referral progrm for current members is a great way to get the members actively involved in promoting Arthouse at the Jones Center. The referral program would reward current members for bringing friends in to Arthouse and signing up for memberships. See Appendix Figure 3

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Logistics

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Due to the limited nature of Arthouse at the Jones Center’s budget for implementing public relations efforts, Explore Arthouse has chosen tactics that will not stress the already limited funds available. Most of Explore Arthouse will cost little to nothing for Arthouse at the Jones Center to implement and all excess funds requested will be subject to the approval of the board of directors. The timing of such recommendations will also be dependent on the approval of the board of directors but we will have recommended times to have them accomplished by. Strategy 1: Reorganization and consolidation of Arthouse at the Jones Center brand Implementation of Explore Arthouse’s first strategy is relatively cost free with the exception of a few one-time expenditures. Implementation of Public Relations Intern Team First and foremost, the implementation of public relations interns will greatly help realize the goals of Explore Arthouse. Most of the work will be put upon its shoulders. Although they will be non-paid interns, the experience they gain from working as a public relations team for Arthouse at the Jones Center will be invaluable. The positions will be offered to students at the University of Texas at Austin and will be posted on the AccessUT website. To further incentivize potential interns, the positions will be able to fulfill credit for the university’s students that intern with Arthouse. Postings for internships will be updated monthly or until the maximum number of needed interns is reached. Execution of Tactic One Reintegrating a tagline with Arthouse at the Jones Center will be relatively cost free. Arthouse would simply need to add the tagline to its website, blog, and social media. This can be accomplished a few keystrokes on a computer by the current public relations director. Along with changing of its online presence, all future press releases and pitch letters sent out would include the tagline underneath the Arthouse logo. It would be a subtle integration of tagline but will make a definite impact for Arthouse at the Jones Center’s brand identity. This tactic should be implemented as soon as Explore Arthouse begins on May 25, 2011. Execution of Tactic Two Revamping the mission statement is something we recommend but the decision is completely up to the current Arthouse public relations director and the board of directors. If they were to decide to go ahead with the revamp, the newly formed public relations team of the current public relations director and the interns will convene and brainstorm a new mission statement after reevaluating what Arthouse at the Jones Center really wants to convey to its publics. Once a suitable draft of the new mission statement is complete, it will be sent to the board of directors for approval. Changes will be made based upon its wishes.

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Logistics Continued

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Execution of Tactic Three To further increase Arthouse’s awareness and brand identity, Explore Arthouse’s plan will be to distribute informational flyers to local coffee shops and kiosks nearby Arthouse at the Jones Center. The flyers will include the updated tagline as well along with what sort of events and exhibits offered as well as its hours. It will also stress the free admission aspect of Arthouse. The current Arthouse public relations director will be able to delegate this work to the public relations interns that we recommended them to hire for them to distribute and build Arthouse’s relationships with the local coffee shops and businesses around them. This is to be done in a four phases spread throughout our campaign at equal intervals. Execution of Tactic Four A public service announcement is also another free option to increase awareness and brand recognition. Because Arthouse at the Jones Center is a non-profit, the radio station chosen (KUT and KGSR) will be required to announce it. To save on production costs, Focus PR & Consulting suggests that the disk jockey at its respective stations announce it to the listeners. Public service announcements are to be sent to the radio station by June 7, 2011 and repeated as many times as the station is willing to air. Execution of Tactic Five Redesign of the website would also be a free expenditure because they meet the guidelines of Glide Design in Austin for doing free web design work for nonprofits. Since the template of the website already exists, the restructuring of the website to increase its web usability will not take too much time. Once the redesigning is done the content of the website will be further elaborated on to give visitors a better idea as to what Arthouse at the Jones Center does. Further elaboration of the website will be done by interns and the current public relations director. Estimated time for completion of this phase is two weeks. Execution of Tactic Six A system will be put into place with the handling of press releases and pitch letters. Interns will be required to research the exhibits and events assigned to them and write a news release and pitch letter for every exhibit to be sent out to the related media contacts. All press releases and pitch letters will be sent out a week prior to the exhibit’s debut or the event’s opening. The purpose is to gain more publicity for Arthouse at the Jones center and further increase awareness. Because they are press releases and pitch letters, there are no costs attached. Interns will have a week to complete its respective assignments consistently done throughout Explore Arthouse. At the end of our campaign on Oct. 24, 2011, an awareness survey should be sent out to the general public to gauge the levels of awareness due to the efforts of our campaign.

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Strategy 2: Revamp of the business membership program and the implementation of the referral program. Implementation of Explore Arthouse’s second strategy is all within Arthouse at the Jones Center’s capacity and will be relatively free to execute. Execution of Tactic One Essentially the upgraded perks we’ve suggested for the business membership are the current perks but expanded upon to be of better value for what businesses have to pay. Business members will have access to these upgraded perks but with a few conditions mainly relating to the complimentary rentals of the Arthouse Rooftop Lounge and community/conference room. Firstly, any usage of the rental options must be held during business hours and not conflict with any events Arthouse is hosting. If the business member insists on hosting an event after hours, they will have to pay the Arthouse staff in order to use the premises. Also, they will have to provide its own supplies for any events they decide to host at Arthouse. Execution of Tactic Two The referral program will keep track of member referrals through a computer database that Arthouse will create in excel. Referral will have to be present for the referral to count. Also the referral program will not be retroactive. In terms of costs, they are variable considering how many people actually use the referral program. However, the costs of the memberships will cover the costs of the bonuses given to the referrer such as the t-shirts and prints. Arthouse at the Jones Center will have two weeks to prepare for the implementation after the start of Explore Arthouse. Emails will be sent out to all members of Arthouse notifying them of the program and how they can take advantage of it. After the upgraded business membership and referral program have been in operation for the duration Explore Arthouse, a survey will be created in Qualtrics and then emailed out to all the members of Arthouse at the Jones Center to gauge its levels of satisfaction with its current membership and the new programs executed. Based upon its responses, Arthouse can make adjustments as needed. The survey will be sent out at the end of our campaign.

Logistics Continued

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Timeline

May 24th Explore Arthouse Launch

Put one-sheet flyer in lobby Start distributing flyer to local coffee shops and other businesses Contact Glide Design to redesign the website

May 25th Begin the reintegration of a tag line for all of Arthouse at the Jones Center June 7th Implement new membership program and referral program

Get internship listing up on student and local job listings Have PSA sent out by this time Have new tagline integrated into all communications Have redesign of the website up and operational

June 24th Distribute flyers to local coffee shops and other businesses July 24th Distribute flyers to local coffee shops and other businesses

Update internship listing up on student and local job listings August 24th Distribute flyers to local coffee shops and other businesses October 23rd Distribute flyers to local coffee shops and other businesses October 24th Send out Current Members Survey

Should start seeing increase in membership from referral program Have recruited 150 new members to Arthouse Send out another PSA Send out another general awareness survey

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Budget Analysis

A vital factor of Explore Austin is Arthouse’s advertising and public relations department’s strict budget. Focus PR & Consulting has kept this limitation in mind while creating an effective campaign to assist Arthouse in its efforts to increase awareness and education among the general public. We have found ways to accomplish this without adding any financial strain to the advertising department. The tactics that will be used to reach Explore Arthouse’s goals include creating a new tagline, restructuring the website, distributing press releases, hiring one or more interns specifically for public relations, strengthen current membership program and create a referral program to bring in new members. An additional tactic we will implement is to give one free t-shirt to a member who is able to bring in three new members through the referral program. For the Arthouse website redesign, Austin Glide, will work with Arthouse to restructure the webpage to be more user friendly with easy navigation between pages and to provide more substantial content on each page. Austin Glide will provide this service to Arthouse at no cost because Arthouse meets the nonprofit guidelines listed on the Austin Glide webpage. The estimated cost to produce the shirts is contingent upon the number of new members are generated through the referral program. Focus PR & Consulting will focus on using cost effective tools in order to generate buzz about Arthouse through the use of flyers. The majority of our efforts will be focused on the distribution of pitch letters and press releases, radio PSA’s and updates through social media websites. As a result, many of the tools used in this campaign will be cost-free or will be covered in the budget previously allotted to advertising efforts.

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Evaluation Ongoing evaluation Focus PR & Consulting is confident that if the general public is made more aware of Arthouse at the Jones Center and all of the services it provides it will start reaching the goals and objectives we have laid out for it. The objectives and goals we have laid out for the Arthouse are ambitious, but Focus PR & Consulting does believe they are attainable. To check which parts of this plan are working or not working Arthouse should keep an eye on the specific objective measures we have defined. They should be able to see initiatives after certain initiatives. For example after distributing flyers there should be an increase in foot traffic to Arthouse. If there is not Arthouse should consider revising our proposed flyer, or try distributing the flyers in new areas. Summative Evaluation If given the opportunity to conduct more extensive research with additional resources and time, Focus PR & Consulting would like to conduct a survey which will be distributed to current members of Arthouse at the Jones Center in order to gauge its satisfaction with its membership benefits before and after the changes we have recommended have been implemented. In this way we can measure either an increase or decrease in its contentment in order to evaluate the effectiveness of the changes we have recommended. Another research method Focus PR & Consulting would like to put into action would be a city-wide survey to measure brand awareness of Arthouse. Future Recommendations Additionally, Arthouse could see potential success by partnering with local organizations such as The Blanton Museum of Art, TRIBEZA, and Austin Film Festival and Austin Film Society. These organizations have a strong focus on the arts and culture in Austin and would serve as ideal candidates for future collaborations. Because fostering relationships with other organizations take time and a considerable amount of communication between both parties. Due to the allocation of time necessary to develop these parternships, Focus PR & Consulting suggests that Arthouse first devote its energy into Explore Arthouse. See Appendix Figure 12. Focus PR & Consulting believes that developing relationships with these organizations deserves its own campaign, which we will be happy to plan out if Arthouse wishes to continue our services.

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Appendix Figure 1. Business Membership Leader – $1,000 • Four membership cards for access to all Arthouse exhibition preview parties and weekly members’ rooftop lounge** for one year • 15 guest passes to exhibition preview parties • One complimentary two-hour rental of Arthouse community room ($500 value) • Name recognition at the Jones Center • Logo recognition on the Arthouse website with link • Opportunity to be featured as Business Member of the Week in Arthouse’s weekly e-newsletter • Discounts on leading art magazines*

Proposed modifications: • Bump up the number of the first bullet to 25 people (at least for the rooftop lounge) • Ability to hold client meetings on rooftop when it is not currently in use for something else • Two complimentary two-hour rentals of Arthouse community room • One free rental of the rooftop for a company function

Partner – $500 • Two membership cards for access to all Arthouse exhibition preview parties and weekly members’ rooftop lounge** for one year • 10 guest passes to exhibition preview parties • Name recognition at the Jones Center and on the Arthouse website • Discounts on leading art magazines*

Proposed modifications: • Bump up the number of the first bullet point to 10 people(at least for the rooftop lounge) • One complimentary two-hour rental of Arthouse community room ($500 value) • Always have the ability to book the room for a cheaper rate

Contributor – $250 • Two membership cards for access to all Arthouse exhibition preview parties and weekly members’ rooftop lounge** for one year • 5 guest passes to exhibition preview parties • Name recognition on the Arthouse website • Discounts on leading art magazines*

Proposed modifications:

• Bump up the number of the first bullet point to 5 people Supporting Gallery – $250 • Access for two to all Arthouse exhibition preview parties, and weekly members’ rooftop lounge** events for one year • 5 guest passes to exhibition preview parties • Name recognition on the Gallery Support Network page on our website • Discounts on leading art magazines*

Proposed modifications:

• Bump up the number of the first bullet point to 5 people

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Appendix

1

Figure 2. Individual Membership Center Circle – $5,000 • Annual gift selected by the Executive Director for Center Circle members • VIP passes to Art Basel Miami • Invitation to exclusive Center Circle events with visiting artists, curators, critics, and special guests • Guaranteed seating at all Arthouse lectures and screenings • First selection at our annual Five x Seven fundraising event in Austin • Recognition at the Jones Center and in all Arthouse catalogs for one year • Plus all benefits below Founders’ Circle – $2,500 • Invitation to annual Founders’ Circle spring dinner with exhibiting artists • Complimentary Fusebox Festival Pass • Name recognition at the Jones Center • Plus all benefits below Collectors’ Circle – $1,500 • Signed limited edition print/multiple by a prominent Texas-based artist commissioned by Arthouse • Invitation to exclusive events where members have the opportunity to mingle with exhibiting artists, curators, critics, and special guests • Plus all benefits below Activator – $500 • Free Valet Parking for Arthouse exhibition openings • Director’s Choice Catalog – selected annually by the Executive Director, highlighting current trends in contemporary art • Access for four to all Arthouse exhibition preview parties, Rooftop Series, and weekly members’ rooftop lounge** events for one year • Plus all benefits below Groundbreaker – $250 • Automatic enrollment in the Texas Reciprocal Membership program. Free admission to seven museums across Texas, discounts at museum stores and to special exhibitions, concerts, film screenings, and lectures • All Arthouse published exhibition catalogs • Invitations to VIP Member Previews for exhibition openings with access to visiting artists, curators, lecturers, and special guests • Plus all benefits below Innovator – $100 • Access for two to all Arthouse exhibition preview parties, Rooftop Series, and weekly members’ rooftop lounge** events for one year • Priority reservation for two at Arthouse lectures and screenings • Two Arthouse Membership Cards • Access to facility rental* (Must be a member in order to have access to renting the space but stil has to pay $500) • Plus all benefits below Individual – $55 • Access for one to all Arthouse exhibition preview parties, Rooftop Series, and weekly members’ rooftop lounge** events for one year • Plus all benefits below

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2

Student/Artist/Educator – $35 • One Arthouse Membership Card • Access for one to all Arthouse exhibition preview parties, Rooftop Series, and weekly members’ rooftop lounge** events for one year • Priority reservation for one at Arthouse lectures and screenings • Eligibility to apply for Arthouse Visiting Lecturer + Studio Visit Program • Complimentary annual associate membership with Fractured Atlas • Discount on leading arts magazines • 10% off all purchases at the Arthouse on-line store • 15% off all purchases at DOMY Books • 20% off all purchases at Four Hands Home Referral Program Incentives 3 - members - Arthouse at the Jones Center T-shirt 10 - members - Small Print 25 - large print. bump up a membership level(max collectors circle) 50 - host a party on rooftop. bump up a membership level (max collectors circle)

Figure 3. Referral Program Incentives

Referral Program Incentives 3 - members - Arthouse at the Jones Center T-shirt 10 - members - Small Print 25 - large print. bump up a membership level(max collectors circle) 50 - host a party on rooftop. bump up a membership level (max collectors circle)

Appendix

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Appendix

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Appendix

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;


35

!

Appendix

6

N84(!"+#!"$&&!6!H:4I:G:8!J3G>;!!!!D<:11:=!E302<F8G!

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;


36

!

Appendix

7

93!0;>!:9(!O!<8P!93!?4:9>!:9!/34!8!I48P>#!;3!O!94:>P!93!F8@>!:9!4>1>S8G9!;3!9<89!:9!<8P!9<>!=39>G9:81!93!8290811L!C>!0;>P(!!!Y<8G@!L30!/34!811!3/!9<>!:G/34F89:3GM!O!?:11!C>!:G!9302<!;33G(!!D<:11:=!E302<F8G!!ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ!

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;


37

!

Appendix

123+4$'<6'=>(''-2,/$?!\49<30;>!\?84>G>;;!@/2$%,A>#*%&*4?!!\49<30;>!89!J3G>;!E>G9>4!B$%3,9?!a$!;>23GP;!(24'C.,$&?!N8L!"$#!"$&&6b293C>4!&,#!"$&&!!!

!

Arthouse at the Jones Center is a contemporary art museum focused on helping aspiring artist, while embracing the art community. Arthouse holds different art exhibits and educational programs that are sure to be fun for everyone. Not only is Arthouse right in the middle of downtown on 700 Congress Ave., but it’s free! Yes I said Free! Our current exhibits include: __________________________________________________________________________________________________________________________________ So stop putting it off and visit Arthouse on 700 Congress Ave. today! Experience contemporary art at its finest!

Many of you know that Austin is known for its Art, Music and Film Festivals, well we have one more stop that you should definitely add to your list!

Announcer:

Announcer:

;


38

!

Appendix

1

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;


39

!

Appendix

'

2

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40

!

Appendix 123+4$''L6'(4,9*+&$'M/*3'!".)#/$'!

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;


41

!

Appendix

1

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2

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42

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Appendix 123+4$'JJ6'O%$P&9$$,'Q/R$4

Documents

Arthouse Planbook