CFA Campaign Proposal

7/27/2019 CFA Campaign Proposal

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CFA PUBLICAWARENESS

CAMPAIGNProposal and Campaign Summary

Presented by Roanne King

Kaplan University CM-499


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INTRODUCTION

Barney (creator of the South Africa Market Theatre)taught me the difference between producing art and

producing change. He believed fervently that those ofus who are fortunate enough to be a part of the arts

world have an obligation to see past our own successes

and to look to the needs of society. He made meunderstand that turning around arts organizations hadless to do with putting another feather in my own capthan with making sure the world was a better place.

~Michael M. Kaiser The Art of the Turnaround: Creating

and Maintaining Healthy Arts Organizations


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INTRODUCTION

Purpose

~ To promote CFA as an organization for today andtomorrow.

~To reach current patrons and supporters.

~To educate young families and minorities in theTreasure Valley about the benefits of attending CFA

events and programs.


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INTRODUCTION

~Situation

~Objectives

~Target Audience~Strategies

~Tactics

~Calendar

~Budget~Evaluation Plan


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SITUATION1) Arts are still important

2) Connecting with our

global culture is moreimportant than ever

3) Arts in education isproven to positivelyimpact success in other

subjects4) CFA is not in crisis


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OBJECTIVES Mission Focus

Increase Attendance

Increase Exposure

Multi-generationalvolunteer base


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TARGET AUDIENCE Families

Young Adults

Minorities


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STRATEGIES- TEN RULES1. Someone must lead.2. The leader must have a plan.

3. You cannot save your way to health.

4. Focus on today and tomorrow, not yesterday.

5. Extend your programming planning calendar.6. Marketing is more than brochures and advertisements.

7. There must be only one spokesperson and the messagemust be positive.

8. Fund-raising must focus on the larger donor, but dontaim too high.

9. The board must allow itself to be restructured.

10. The organization must have the discipline to follow eachof these rules.

(Kaiser, M. 2008).


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TACTICSAudience Survey

Kick-off banquet, art contest

Design and distribute CFA brochure

Develop a CFA flash-mob

Use of social media outlets

History of CFA plugs in print and news media

Information booths at community events

Use of youth, minorities, young adults and parents forpromotions


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PRESS RELEASE

FOR IMMEDIATE RELEASE

CALDWELL FINE ARTS KICKS OF PUBLIC AWARENESS CAMPAIGN

WITH BENEFIT BANQUET AND ART CONTEST WINNERS

Caldwell Fine Arts to begin a five-year awareness campaign designed to

engage local community in attending fine arts events

CALDWELL, Idaho (August, 5, 2011)- Board members, staff and volunteers at Caldwell Fine Arts (CFA) have not spent

their summer basking in the sun. Instead, they have developed a strategic plan for an ongoing public relations campaign

designed to spark interest about all the benefits of fine arts offered by the organization.

At the end of the school year, students were given an opportunity to illustrate some of their favorite arts experiences in

an art contest sponsored by CFA. The winners of the contest, to be announced at tonights 6 oclock news, will be invited

to attend the banquet on Saturday, August 13, 2011. The artwork of each of the five winners has been duplicated and

laminated and will serve as placemats for all guests during the evening meal.

Invitations to the banquet were mailed out in early July to arts foundations, local business owners, political leaders, and

media representatives. In addition, tickets are on sale direct from CFA for $50 per plate until Wednesday August 10 for

anyone else interested in attending. Attendees are in for a wonderful evening of local arts performances, a five-course

meal prepared by the Bon Apptit Management Company, and a detailed presentation outlining the purpose and goals

for the awareness campaign. The banquet will take place from 5pm to 8pm at the McCain Student Union Building located

on the College of Idaho campus.

Located at Jewett Auditorium on the College of Idaho Campus, Caldwell Fine Arts has served the Caldwell community for

over fifty years and though their methods may require some change in the midst of a technology-saturated world, their


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BROCHURE


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CALENDAR Pre-planning through May 2011

Art contest May-June 2011

Refining Elements of Campaign June 2011-August 2011 Kick-Off Banquet August 2011

Distribution of Brochures ongoing from August 2011

Implement various strategies and tactics year-round.

Campaign official start to end: August 2011 to May2016


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BUDGET Many variables

General expenses would include printing of brochures,

advertising costs, and paying additional staff. Overall goal would be minimal expense, maximum

donations.


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EVALUATION PLAN Were objectives met?

Annual evaluations.

Final evaluation at the end of 2015-2016 season.


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CONCLUSION

Questions?


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REFERENCESAssociated Press. (2010, December 20). 'Flash Mob' Results in Roseville Mall

Evacuation. Retrieved December 27, 2010, from KTVU.com:http://www.ktvu.com/print/26201784/detail.html

Caldwell Fine Arts. (2003). CFA Mission. Retrieved January 17, 2011, fromCaldwell Fine Arts: http://caldwellfinearts.org/

Hunt, S. (2009, December). Caldwell Fine Arts Director. (R. King, Interviewer)

Johnson-Sheehan, R. (2008). Writing Proposals Second Edition.PearsonEducation, Inc.

Kaiser, M. M. (2008). The Art of the Turnaround: Creating and MaintainingHealthy Arts Organizations.Lebanon: University Press of New England.

Morales, L. (2010, November 15). Social Offerings, Openness Key to CommunityAttachment. Retrieved November 17, 2010, from Gallup:http://www.gallup.com/poll/144476/Social-Offerings-Openness-Key-

Community-Attachment.aspxWilcox, D. L., & Cameron, G. T. (2010). Public Relations Strategies and TacticsNinth Edition.Boston: Pearson Education, Inc.
http://www.gallup.com/poll/144476/Social-Offerings-Openness-Key-http://www.gallup.com/poll/144476/Social-Offerings-Openness-Key-http://www.gallup.com/poll/144476/Social-Offerings-Openness-Key-http://www.gallup.com/poll/144476/Social-Offerings-Openness-Key-http://www.gallup.com/poll/144476/Social-Offerings-Openness-Key-http://www.gallup.com/poll/144476/Social-Offerings-Openness-Key-http://www.gallup.com/poll/144476/Social-Offerings-Openness-Key-http://www.gallup.com/poll/144476/Social-Offerings-Openness-Key-http://www.gallup.com/poll/144476/Social-Offerings-Openness-Key-http://www.gallup.com/poll/144476/Social-Offerings-Openness-Key-http://www.gallup.com/poll/144476/Social-Offerings-Openness-Key-

Documents

CFA Campaign Proposal