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”