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 opening

3. Establish brand identity

4. 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 materials

3. Take advantage of local programming opportunities

4. 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”