The document summarizes strategies used by the National Portrait Gallery to promote an art competition. It aimed to attract 2,000 entries but was perceived as outdated. To address this, the Gallery conducted media outreach, direct mailings, and promoted "Portrait of an Artist". These tactics were successful, doubling entries to 4,000 and changing perceptions of the Gallery. The document also discusses developing strategies by understanding strengths/weaknesses, opportunities/threats and setting key performance indicators to track objectives. It provides examples of campaigns run by ASPCA that used integrated tactics across media to promote issues and measure awareness and results.
5. Smithsonian’s National Portrait Gallery First-ever OutwinBoochever Portrait Competition (2005-2006) Courtesy: National Portrait Gallery
6. What was the problem? NPG perceived as outdated Lack of connection with today’s artists Portraiture not perceived as “cool” or “hip” Aimed to reach emerging & mid-career artists Needed to secure 2,000 entries for the contest to be viable Courtesy: National Portrait Gallery
11. Communicator, SWOT Thyself Strengths Weaknesses What internal factors add value to the organization? Services? Thought leadership? Financial base? What are the organization’s internal value-destroying issues? Low morale? Bad reputation? Lack of vision/leadership? Internal Opportunities Threats What external negatives threaten the organization? Change in government? Change in audience? Technology? What can add value to the organization from the outside? Weak competitors? Growing marketplace? Technology? External Negatives Positives
14. KPIs… What The @#*! “… a measure of performance used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its organizational goals.” ~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators
15. Key Performance Indicators Track effectiveness of your program against business objectives, e.g.: Web traffic Subscribers Sales Donations Membership Image: Art by Steve Johnson, Flickr (CC)
16. KPIs Business Objectives Courtesy: KD Paine & Partners
17. KPIs Business Objectives Courtesy: KD Paine & Partners
19. Tactics Micro-site featuring a “pledge to fight animal cruelty”, www.fightcruelty.org Aggressive media outreach Integrated social media & internal communications Postings on ASPCA’s online community, MySpace and Facebook pages Pre- and post-surveys to gauge post-launch and campaign awareness
20. Results Secured earned media coverage in all top 50 DMAs (goal): Print: 2.3 million+ impressions Radio: 7.5 million listeners TV: 16,000,000+ viewers Raised Web traffic by >22% over November (more than double goal of 10%) Secured 4,700 new registered users via signing of Anti-Cruelty pledge: 56% > goal (3,000) Pre- to post-survey awareness 28% Expense budget: $130,000 CPI: $.10
21. The Importance of Messaging http://www.youtube.com/watch?v=bnCHCcveteA