PR Campaign: Lineillism Revealed

L I N E I L L I S M
R E V E A L E D

University of Cincinnati
Public Relations Campaigns Class
Fall Semester 2018
Asha Brogan: Client Contact/Project Manager
Brent Levy: Design/Layout Lead
Katie O’Meara: Editor-In-Chief
Austin Winters: Research Lead
L I N E I L L I S M
R E V E A L E D

TABLE OF CONTENTS
Section 1 Team Overview.................................................................................. 1-5
Executive Summary...................................................................................................... 2
Biographies.................................................................................................................. 3
Code of Ethics............................................................................................................... 5
PR Model...................................................................................................................... 5
Section 2 Phase I: Formative Research............................................................ 6-37
Situation Analysis...................................................................................................... 7
Organization Analysis................................................................................................ 9
Target Publics Analysis............................................................................................... 11
Primary Research....................................................................................................... 14
Section 3 Phase II: Strategy........................................................................... 38-42
Strategic Chart: Goal I.............................................................................................. 39
Strategic Chart: Goal II............................................................................................. 40
Strategy Explanation................................................................................................ 41
Key Messages........................................................................................................... 42
Section 4 Phase III: Tactics............................................................................ 43-72
Goal I: Objective A - Tactic 1..................................................................................... 44
Goal I: Objective A - Tactic 2..................................................................................... 48
Goal I: Objective B - Tactic 1..................................................................................... 49
Goal I: Objective B - Tactic 2..................................................................................... 51
Goal II: Objective A - Tactic 1.................................................................................... 53
Goal II: Objective A - Tactic 2.................................................................................... 54
Goal II: Objective B - Tactic 1.................................................................................... 56
Timeline................................................................................................................... 71
Budget..................................................................................................................... 72
Section 5 Phase IV: Evaluative Research....................................................... 73-77
Evaluative Research................................................................................................ 74

Lineillism Revealed is a non-profit organization centered around a brand new type of art and traveling
exhibit.Lineillism is an impressionist painting style that uses thousands of tiny vertical brushstrokes.It began in
2017 with the help of filmmaker, Steve Oldfield, who felt drawn to the art form. Since then, the organization has
expanded to an office in Northern Kentucky, despite the passing of artist Jim Hall, who is responsible for the cre-
ation of Lineillism. Lineillism Revealed continues to share and educate others about Hall’s paintings. While it is
homegrown in Cincinnati,the organization does not have strong visibility in the Cincinnati area,and no visibility
beyondthat.Duetothis,studentsfromthe Universityof Cincinnatihaveputtogetherasixmonthpublicrelations
campaign plan to reach and inform people about Linillism Revealed.Tactics implemented within the six month
time frame will help to increase awareness over the next year.
Background research was completed to determine exactly how much people knew about Lineillism.
Questions were also asked to figure out what would inspire the general public to visit a future Lineillism Revealed
exhibit. Research was completed in two forms; first a survey was sent out to college-aged students and young
professionals, deemed millennials. Men and women ages 18-38 from Ohio, Indiana and Kentucky were asked a
series of questions through a digital survey sent out via email and Facebook.Another form of research was com-
pleted through phone interviews with similar questions as the digital survey, but changed for spoken word and
given to strangers to prevent bias.Here,the target was baby boomers,with a focus on people around ages 50-65.
Both groups were kept anonymous.
The general campaign strategy is to gain awareness and acceptance of the organization, Lineillism Re-
vealed in the Cincinnati area and beyond. The goal is to have more people know what Lineillism is, and be in-
terested in visiting the exhibit. The campaign strategy has two goals. The first is to gain awareness of Lineillism
Revealed among baby boomers, young professionals and college-age students. The second is to create a desire
to experience the Lineillism Revealed exhibit for baby boomers,young professionals and college-aged students.
To complete both of these goals the strategy includes four objectives.The first is to create awareness among baby
boomers, young professionals and college-aged students of Jim Hall and painting style, Lineillism. This will be
done by updating the website, and completing a logo and brand rehaul.The second objective is to increase the
local media and opinion leader’s awareness of Lineillism Revealed, and therefore increase the interest of baby
boomers, young professionals and college-aged students that consume news by January 2020. A solid news
release template can be filled in and sent to various media organizations. The third objective deals with max-
imizing attendance at the traveling art exhibit, Lineillism Revealed by tracking attendance numbers through
January 2020. This could be done through an event at the Clifton Cultural Arts center to gain recognition and
excitement for the upcoming exhibit,and increase audience participation.Afeature in the magazine,Movers and
Makers would help get the word out and encourage art fans to attend the exhibit. Finally, the fourth objective
is to maximize engagement of baby boomers, young professionals and college-aged students on social media
platforms by April 2019. This can be done through a series of Facebook advertising campaigns, and creation of
an Instagram page to target younger audiences.
By completing the entire campaign Lineillism Revealed should see higher engagement on social media,
more visibility in Cincinnati among the public and media, and increased numbers attending the Lineillism Re-
vealed traveling exhibit.
EXECUTIVE SUMMARY
2

BIOGRAPHIES
An undergraduate senior at the University of Cincinnati studying
communication with a certificate in public relations. In her sopho-
more year Asha began to pursue an undergraduate degree in jour-
nalism and completed an internship with National Public Radio
(NPR).This internship was comprised of sitting on the breaking news
desk, writing content to be read by anchors on air, and publishing
written articles with graphics on the NPR website. At UC Asha com-
pleted two internships through the communication program. The
first with J Henderson Artifacts,a pottery company based in Indiana.
She was retained by the company part time. Asha’s second intern-
ship was at the National Institute for Occupational Safety and Health
(NIOSH), a sub-branch of the Center for Disease Control (CDC). Here
she wrote a blog series published on the CDC’s website about Land-
scaper’s Hearing Protection,and a review and update of all web pag-
es maintained by the Division of Applied Research and Technology.
Asha hopes to complete her degree in December, and has been of-
fered a full time position by NIOSH.
A current senior at the University of Cincinnati, is a double-major in
electronic media through the College-Conservatory of Music and
communication through McMicken College of Arts & Sciences with a
certificateinpublicrelations.AfteraninternshipatIntelligentMobile
Support, Brent became skilled in Microsoft Excel. He then interned
at the Sigma Tau Gamma Fraternity headquarters where he was on
the communications team. There, Brent created graphics through
Adobe InDesign and Illustrator, and ran their social media accounts.
He also created social media plans for three national conferences.
Brent currently serves as the vice president of his fraternity and runs
his chapter’s social media accounts. Previously, Brent served for two
years as the Treasurer for UC’s Public Relations Student Society of
America (PRSSA). After college, Brent hopes to work for a publicity
firm where he is able to grow his skills, and learn more about public
relations as it continues to change.
ASHA BROGAN
BRENT LEVY
3

An undergraduate senior at the University of Cincinnati majoring
in communication, with a minor in marketing and a certificate in
public relations. He currently serves as the head of marketing for
the Programs and Activities Council (PAC), an on-campus organi-
zation dedicated to putting on amazing entertainment events that
are free for students.Additionally,he has spent time as the head of
marketing for a variety of other student organizations, including
RallyCap Sports and Disc Golf Club. During his second year of col-
lege, Austin interned for InteractOne, a Cincinnati-based company
specializing in website development. Most recently, he spent his
summer in San Francisco as Narvar’s first-ever digital marketing
intern, a rapidly growing software-as-a-service company with dis-
tinguished clients like Finish line, DSW and GameStop. Once he
graduates, Austin hopes to find a career in either branding or con-
tent marketing for a music magazine company.
A senior at the University of Cincinnati studying communication
and marketing with a certificate in public relations. Katie thinks of
her communication major as a mix of psychology and business.
Katie is interested in pursuing a career with research and writing
components. Over the summer she worked at Messer Construction
Co. where she wrote content for their website, helped plan events,
wrote press releases, and assisted in other marketing/PR related
needs. Katie served as the secretary for UC’s Public Relations Stu-
dent Society of America (PRSSA) where she prepared the agenda,
recorded and distributed meeting minutes, and maintained a re-
cord of all members’ contact information. Katie hopes to work in
the entertainment, beauty or non-profit sector after graduating.
BIOGRAPHIES
AUSTIN WINTERS
KATIE O’MEARA
4

The campaign will be centered around the press agentry/publicity model, while also incorporat-
ing some use of the two-way asymmetrical model. These are two common ways of completing a public
relations, or PR campaign. The press agentry model consists of gaining the attention of the public and
getting them to start following the organization,it is one of the oldest forms of PR.The two-way asymmet-
rical model is another approach to PR, sometimes called scientific persuasion. The Lineillism Revealed
campaign has great content but is missing publicity and marketing opportunities, which is what the
press agentry/publicity model focuses on. Our campaign will look to bring a greater awareness to the
art of Lineillism through different promotional efforts such as social media marketing, incorporating the
new brand and more.Since this model makes use of media,promotions and publicity,the press agentry/
publicity model will help us achieve our mission.The two-way asymmetrical model will come into play at
times because promotion can only go so far by itself. The two-way asymmetrical model allows for audi-
ence feedback.The end goal of the campaign is to get people to come to an exhibit and experience the
art for themselves, so the public’s participation is imperative.
The campaign for Lineillism Revealed is all about spreading an incredibly positive message: the
life of Jim Hall and the amazing art he was able to produce,despite a variety of medical issues.This is why
we believe the teleological approach to ethics would work best with the campaign. Teleological ethics
means taking an ethical approach to get the most good for the most people.Basically,do the ends justify
the means? Instead of following a strict moral code of ethics such as the bible or other religious texts,
teleological ethics looks at each situation on its own and decides which ethics in that situation makes the
most sense.This approach is based off the impact actions have on an outcome, which in this case would
be people appreciating Hall’s art.The overall goal is for people to learn about Jim Hall’s story, Lineillism
and art, which are all positive things. Good actions produce good results, so the campaign should pro-
duce more awareness/interest/excitement about Lineillism, for the good of most people.
CODE OF ETHICS
PR MODEL
5

SECTION 2
PHASE I: FORMATIVE RESEARCH 6

SITUATION ANALYSIS
Jim Hall first began painting over 70 years ago in his hometown of Henry, Kentucky. Although he was a skilled
painter all his life, he didn’t develop the entirely new art form of Lineillism until he experienced an extreme case of the
shingles in his ‘60s.The disease left him seeing vertical lines everywhere he looked for nearly three months.He developed
Lineillism—an entirely new method of painting using only vertical brush strokes—by drawing the lines he constantly saw
around him as a result of having the shingles.
This work inspired local filmmaker Steve Oldfield to create a 90-minute documentary on Hall, titled “Lines of
Sight.” The film was featured at a variety of film festivals, garnering both positive reviews and a few awards in the process.
Steve also created a traveling exhibit featuring Hall’s art, titled Lineillism Revealed: Birth of a New Art Form. The exhibit
features paintings done by Hall, text panels, time-lapse videos, and artifacts from his life. Although Hall passed away last
year, his legacy and groundbreaking style of painting created should not be lost or forgotten. Steve’s traveling exhibit
intends to keep Lineillsm alive by allowing more people the opportunity to see Hall’s work.
Steve,who currently manages the Lineillism Revealed traveling exhibit,was initially able to create a good amount
of buzz surrounding Hall in the local community. His previously existing relationships with the local news media resulted
in many articles being written about Lineillism, as well as the traveling exhibit after the documentary released in 2016.
Hallwasfeatured inarticlesbyTheCincinnatiEnquirer,WCPO,CityBeat,andmorejust asthedocumentary received airtime
on Kentucky Educational Television (KET), a Public Broadcasting Service (PBS) affiliate.
Although the initial buzz surrounding Lineillism was somewhat high in the local community,there has been con-
siderably less excitement and news articles written since Hall passed away last year.This has presented Lineillism Revealed
with the challenge of raising awareness and publicity about the art. This issue has been exacerbated by the problem of
not having enough dedicated staff members to properly publicize the exhibit.As of September 2018, only Steve and two
others officially work for Lineillism Revealed, not including the volunteers from UC that work the actual exhibit when it’s
open.Another issue facing the exhibit is that there is an intent to engage young professionals,such as recently graduated
students as well as people in their 30s. Trying to engage this public will be more difficult considering that most of the
reviews and visits to the exhibit thus far have been from an older demographic.
A Google search for “Lineillism Revealed” initially returned an article from the Campbell County Public Library,
which essentially served as an advertisement for the traveling Lineillism exhibit (Campbell County Public Library, 2018).
Although the exhibit event has already taken place here (it ran from May 18th to June 22nd), the webpage can still po-
tentially help illustrate what the exhibit and Hall’s art has to offer to people looking into it for the first time. The library’s
description of Hall’s Lineillism art form does a good job conveying the most engaging aspects of his story: the fact that his
bout with the shingles disease resulted in him creating the Lineillism concept, dubbed as an “entirely new art technique
comparable to Pointillism.”
The second return from a Google search for Lineillism Revealed showed an article from the Northern Kentucky
Tribune,which detailed what the exhibit was about in a much more detailed form that also included much about the life of
Hall (Northern KentuckyTribune,2017).There are also many pieces about the “Lines of Sight” documentary and the awards
it won,including the Documentary FeatureAward at the Indie Gathering International Film Festival.Based on several other
Google searches with various names and terms related to Hall and Lineillsm, it is evident that the concept is only known
locally.Very rarely did an article or publicity piece about Lineillism appear in Google from anywhere further than 30 min-
utes away from Cincinnati—not even Columbus or Indianapolis. On the flip side, there are not many apparent competitors
to be found, which isn’t all too surprising considering that Lineillism is a completely new form of art.
7

Despite thelackof buzzoutsidegreaterCincinnati,local newspapershadmanypositive storiesof thepast twogal-
lery showings of Hall’s work.They also carried stories (not just obituaries of Hall’s death) describing his innovative artwork.
Newspapers and blogs that reported on Hall included the Northern Kentucky Tribune, The Cincinnati Enquirer, Kentucky
Monthly, Local 12, Movers and Makers, CincinnatiUSA, Cincinnati.com, and WCPO.
The majority of the news articles didn’t focus on what Lineillism was as the feature, but more about the gallery
openings themselves. They described the basic who, what, when, where, and why of the openings. They also included a
brief mention of who Hall was, and why he created the brand new art technique of Lineillism.
Only one article centered around Steve and the work he has done for Lineillism surfaced from an internet search.
This was done by Local 12,who Steve has worked closely with according to his own bio (Local 12,2016).Additionally,Local
12 did one other piece of reporting on Lineillism when Hall died.Afew other articles from Northern Kentucky-based news-
papers took specific pride in that Hall was born in the area.The articles were spanned evenly between 2017 and 2018,with
nothing recent as of September 2018.
There are two separate Facebook accounts tied to Lineillism, one dedicated to the “Lines of Sight” documentary
and one to the Lineillism Revealed exhibit.The engagement is quite low on both as they have less than 200 likes to date.
Both pages only feature a few posts since May, which focus on promoting the location of the exhibits and the Over-the-
Rhine (OTR) International Film Festival on September 28th, 2018.A Facebook event connected to both pages was created
in early September detailing a meet-and-greet with director Steve Oldfield at theThree Points Brewery in OTR.Additionally,
both pages feature a few images of Hall’s paintings, posing with fans, and going on television to talk about his art.These
pictures do a great job of expressing who Hall was,and would be great to use in future marketing campaigns for Lineillism
Revealed.The exhibit also has a Twitter account, but has remained inactive since March of 2017.
Much like the two Facebook accounts, there is also two distinct websites related to Lineillism; one for the docu-
mentary and one for the exhibit. The Lineillism Revealed website (http://lineillismrevealed.weebly.com/) features every-
thing from the press the art has received,reviews of the exhibit,and a list of upcoming events.Interestingly enough,there
is not a dedicated page for photos of Hall’s art.The “Lines of Sight” website (http://linesofsightdocumentary.weebly.com/
about.html) features a photo gallery of Hall’s work, a way to purchase the DVD, as well as an “about” page that details the
documentary.
The search results vary when you type in “Lineillism” or “Lineillism Revealed.” When typing the full company
name into a browser, the first result that appears is a volunteer page on UC’s website. “Lineillism” yields better results,
although the official website appears third (below the Facebook page). The publications that promote the Lineillism Re-
vealed website refers to the URL as “LineillismRevealed.org,” but once you get to the website the URL is actually “http://
lineillismrevealed.weebly.com/.” Additionally, clicking on the “contact” tab on the website takes you to a generic Weebly
pagethatdisplaysnocontactinformation.Allof thesecomponentscouldmakeitpotentiallyconfusingforsomeonetofind
information on Lineillism.
SITUATION ANALYSIS
8

ORGANIZATION ANALYSIS
Internal Environment
Lineillism Revealed is an art form, documentary, and now traveling exhibit that are all based on the creative
talents of Hall. This element gives the organization an internal performance with a very unifying aspect—the artwork and
legacy of Hall. The organization has carved out a unique and highly artistic niche for itself, which does affect its overall
performance.One of the strongest signs of the organization’s performance is the documentary,“Lines of Sight,” which has
been accepted into two film festivals including Cincinnati’s own Over-the-Rhine International Film Festival, and won two
awards at The Indie Gathering International Film Festival.The short film was directed by Steve Oldfield, who has credibility
as a filmmaker, which in turn lends credibility to the exhibit. Despite these factors, the performance of the organization
cannot necessarily be rated as excellent just yet. The art has not been written about outside the greater Cincinnati/NKY
region,to the point where the Lineillism page was taken off Wikipedia as “not being legitimate.” Overall,the quality of the
organization’sinternalperformanceisoneof passionandawell-meaninggoal,butlackinginresourcesorcommittedstaff.
Funds for the organization seem to have consistently been available but out of the sheer effort of Steve. This
money has been procured through grant money from ArtsWave and this bank of money is now diminishing. While con-
tinuing to write grants is possible,it would likely be more sustainable to hire a dedicated grant writer.In addition,running
a traveling organization has steep costs from pure supplies needed within the organization (frames,prints,etc.,all costing
thousands of dollars).To showcase the exhibit it needs insurance, travel, and potential staff costs if volunteers are unable
to be attained. In addition, a goal of the organization is to keep the exhibit free to the public so as to share Lineillism with
the most amount of people possible. This internal impediment of lack of consistent funds is certainly one place where a
consistent plan could be created in the campaign.
Finally, while the internal organization is very supportive of PR happening, there just isn’t a lot occuring. The
Facebook page has very few likes (21 for the art,162 for the documentary).The organization has only had two local gallery
showings, and no other lineups outside of the greater Cincinnati area, although one may be coming in the future.Aware-
ness seems to have plateaued in the local media when Hall died inAugust of 2017.There is one element of strong PR—the
organization’s connection to KETnews network,which has done a special featuring “Lines of Sight.”The organization has a
solid and ready made press kit,and the core goal of the organization seems well thought out.While a specific PR plan isn’t
in place, there is potential for something great.
Public Perception
Lineillism Revealed is visible largely due to the documentary,“Lines of Sight.” It isn’t physically discernible based
on the amount of articles written and news coverage, however it does have visibility to some people in the local commu-
nity and art industry. Individuals at ArtsWave have knowledge of Lineillism and “Lines of Sight” because of the grant that
was given to them.
There is not much indication of public perception for Lineillism Revealed online. Through increased coverage of
the exhibit, the non-profit will better gauge how widely used their service is. At this point in time there are no articles or
blogs written that give public perspective of Lineillism Revealed,other than on the company’s website with a link toVimeo.
Another way to get more articles and blogs written is increasing the exposure to more exhibits.There is a deficit of informa-
tion online to be able to conclude what the public perception is,and if it matches with the direction the organization wants
to go.
Over the past three years Lineillism Revealed reputation has remained unchanged.However,in the last year since
Hall’sdeathin2017, thereputationof LineillismRevealedhasstartedtoslowlyimproveandisheadedforapathof growth.
9

Lineillism Revealed is not completely satisfied with its reputation. The organization realizes that they are at a
standstill in increasing their visibility.
External Environment
Lineillism Revealed has a semi-competitive external environment with other non-profit art organizations com-
peting for grant money and in some cases exhibit space. Competitors include: Augusta Art Guild,The Carnegie,ArtsWave,
Art Beyond Boundaries, The Center for Great Neighborhoods, and SOS Art, which are all art non-profits fostering art in
the Cincinnati/NKY area. These organizations are all vying for the attention of similar target markets. The competition is
growing considering the increase in grants ArtsWave has been awarding each year; Lineillism Revealed received $6,280
fromArtsWave in 2016.In addition toArtsWave,the KentuckyArts Council is another supporter of Lineillism Revealed that
is aware of their cause.They develop and promote support for the arts in Kentucky.The Ohio Arts Council provides similar
services in Ohio. There doesn’t seem to be many opponents, or people who are intentionally trying to bring down the
organization.
Potential organizations that could help the company by hosting the exhibit are Clifton Cultural Arts Center, Wil-
liam Howard Taft Elementary School, the School for Creative and Performing Arts (SCPA), the Public Library of Cincinnati
and Hamilton County, Boone County Public Library, DAAP Galleries, and the A.B. Cohen Center. Local artists and opinion
leaders,such as Kathleen Reimenschneider and Ryan Strand could help promote Lineillism as well.External impediments,
or challenges to the success of the campaign,could be the public not recognizing the legitimacy of Lineillism.Setting up a
Wikipedia page has proven to be difficult because editors of the site don’t see the validity of Lineillism itself,brushing it off
as a small town matter. Lineillism is as authentic as any other art form.Again, funding could become an issue since there
is a finite supply of money provided by ArtsWave that is quickly dwindling. Obtaining more funding from outside sources
is important.
ORGANIZATION ANALYSIS
10

TARGET PUBLICS ANALYSIS
Overview
One of the biggest key publics for the Lineillism Revealed exhibit are baby boomers in the greater Cincinnati area
that are near retirement. The second public in terms of significance are millennials ages 25-38 in the greater Cincinnati
area with full-time jobs.Additionally,the public of students that go to major local colleges such as the University of Cincin-
nati and Xavier will be important to target.
There are also a variety of intercessory publics that help bridge the exhibit and its key publics. These include
many local news organizations that have shared the Lineillism story, including: WCPO, Local 12, CityBeat, The Cincinnati
Enquirer,and the Northern KentuckyTribune.Additionally,there are multiple important local opinion leaders that have the
potential to influence key publics related to the exhibit. This includes the Cincinnati Arts Association Chair, Kathleen Rei-
menschneider and Artswave Chair, Ryan Strand, who both serve on the Cincy Emerging Arts Leaders Advisory Committee.
Public 1: Baby Boomers
Baby boomers, millennials and college students are the key publics. Each of these publics has great potential for
beingtargetedbyaPRcampaign,buteachwillrequiredifferentapproachesbasedontheirnatures.Babyboomers,people
aged 54 to 72 stand prime for the picking as an excellent group to target.For the Lineillism Revealed exhibit,this group is
a latent public.This means that many of them might share an interest in art itself (National Endowment for theArts,1996),
but are not aware that Lineillism Revealed even exists. Baby boomers may have more discretionary income or retirement
money they can now use.This doesn’t mean this group wants to be buying expensive opera tickets every weekend.In fact,
this group is known for its thrifty spending habits, making a free traveling exhibit or low cost documentary to watch at
home right up their alley (senioradvisor.com, 2018).
Many baby boomers are still vital and healthy, but with aging comes a higher risk of disease. Lineillism Revealed
only came to fruition when Hall contracted shingles, a disease more common in older folks (CDC, 2008). Baby boomers,
especially at the older end of the spectrum, become susceptible to this and other diseases. This could potentially be a
way for them to connect with Hall’s art better than any other group. While many baby boomers are still working, some
are getting close to retirement or have retired. Retirement leaves a surplus of time, and this gives Lineillism Revealed an
opportunity to include these folks who have finished their careers, but are still active and looking for hobbies, part time
jobs or other activities.This group has the potential to become an active public, meaning they are aware and participating
in the issue.They could be volunteers or regular visitors to the exhibit.They could also spread knowledge through word of
mouth to inform others of what the organization is all about. Finally, this group is in a prime position once initiated into
the organization to act as ambassadors for it.Baby boomers are the generation of families (Forbes,2018),so they are more
likely to have children and grandchildren to share Lineillism Revealed with and even friends to spread the word.
Benefit Statement: “The Lineillism Revealed traveling art exhibit provides a unique opportunity for baby boomers
to experience a whole new artform—paintings done entirely with vertical lines—that promises to be both motivational and
relatable due to inspiration from surviving an illness.”
Public 2: Young Professionals
The second key public that would be most prudent to target is millennials born in 1980 through the mid 1990s.
This group has the potential for being a highly important audience or customer base for Lineillism Revealed.This group is
another example of a latent public.They have a strong interest in art, in fact they are the fastest growing group of art col-
lectors in the world (Artnet News,2018),but they are just not aware of Lineillism Revealed.This group’s high social media
use and the organization’s lack of social media presence is problematic. Millennials are not having as many kids (Forbes,
11

2018), but this means they aren’t stuck at home, or spending the money involved in raising babies.They have time to at-
tend gallery openings,galas and art exhibits,something they are likely to do because of their already documented interest
in the arts.
While young millennials are having some trouble getting into the job market, most older millennials (mid 20s
to late 30s) have purchased houses or have nice apartments in city centers. These are not the carved out holes of college
apartments,but well garnished establishments,ready to be decorated with print copies of art they enjoy.Introducing them
to Lineillism is a great way to become one of the art sources they look for. In addition, this group has money. Contrary to
the belief that salaries continue to grow as you age, most salaries peak for people around age 30. There’s a 60% growth
rate,and then a plateau (Forbes,2018).This is why those without kids may be feeling flush and spendy on paintings,sou-
venirs,prints,etc.from a traveling exhibit.Furthermore,with school far behind them,this group has the potential of being
snapped up as volunteers, especially to help with things like photography and social media presence.
Benefit Statement: “Older millennials have the opportunity to be among early adopters and/or advocates of
Lineillism.”
Public 3: College-Aged Students
Students that are enrolled at local universities such as the University of Cincinnati, Xavier, Cincinnati State, and
Northern Kentucky University are another important public for Lineillism Revealed.Because this population consists of the
leaders of tomorrow, it is important for them to be aware of the exhibit and to interact with it on a somewhat consistent
basis. Since 84% of people that visit an art museum in a given year have at least some college education (Arts.gov, 2012),
it is important to engage this public.This target group is also a latent public because while they may have an interest in the
arts and paintings, they likely do not realize that Lineillism exists.
College students often seek ways to get involved with things they are interested in on campus, in part because
of the positive effects they know extracurriculars and attending events have on their health (Eccles and Barber, 1999).The
Lineillism Revealed exhibit could provide both volunteer opportunities for students, as well as another on-campus event
for them to attend. College students expect events they attend to either be free or very cheap, in part due to the debt they
accrue during their time at the university (The Institute for College Access & Success, 2017). So far, the Lineillism exhibit
has been free to the public,which would pique the interests of college students looking for free ways to enjoy themselves.
While the majority of local college students in the Cincinnati area are currently unaware of Lineillism, the benefits listed
above could provide ways to get the public engaged. Lineillism Revealed provides local college students the opportunity
to immerse themselves in a new art form on their own campus that is both exciting and inexpensive to experience.
Benefit Statement: “Visiting the Lineillism Revealed exhibit gives college-aged students a chance to experience
the artistic world while meeting others who also appreciate art.”
Public 4: Latent/Non-Publics
The final public relevant to the exhibit are kids in the 6 to 12 age range that are enrolled in schools around the
Cincinnati area.This group has both latent and nonpublic components.While the wide majority of children are completely
unaware of Lineillism, those of them who have an interest in art could potentially become active with Hall’s art form if it
was brought to their attention. During this age range (especially closer to age 6), children’s likes and interests become
more concrete (LearningRX, 2016). Engaging this public could therefore result in fostering lifelong interests in the arts
as well as Lineillism, which is critical to keeping the exhibit running long into the future. Perhaps the most effective (and
12

favorite) form of learning for children is of the hands-on variety, which is what the modified, kid-friendly version of Lineil-
lism Revealed offers (Scholastic, 2017). The version taken to local schools consists of a few of Hall’s paintings as well as a
hands-on Lineillism painting tutorial that works to directly engage the children. The Lineillism Revealed exhibit presents
children in local schools with a valuable learning experience about the world of art and how to overcome obstacles in life,
leaving a lasting impact that they will carry with them long after coming in contact with Hall’s art.
Benefit Statement: “To expose children to Lineillism that sparks their creative interest and evokes a sense of curi-
osity in the arts.”
13

1. Howwouldyoudescribeyourinterestinart?(If aninadequateanswer,asktorankfromdisinterestedtoveryinterested)
2. Some people are very interested in art, so they seek out new forms of it. Is there a place you go to do this? (Examples:
art classes, libraries, museums, community centers, etc.)
3. There are many different methods of painting,with some that are more famous than others.What do you know about
the art form, Lineillism? (Examples: nothing, studied in school, practice at home, saw in a museum once)
4. How interested in art exhibits are you? (If an inadequate answer, ask to rank from disinterested to very interested)
5. Have you heard of any of the following topics? If yes,explain how? (Wait to hear a reply from each and go through the
list slowly,one by one)Artist,Jim Hall; Lineillism; Lines of Sight;Traveling art exhibit,Lineillism Revealed; Pointillism;
None of these
6. There are many different reasons that can prohibit people from visiting art exhibits. What factors have prevented you
from visiting art exhibits in the past? (Examples: General disinterest in art exhibits, high prices, too far away, lack of
time, lack of information, illness or disability)
7. One problem many exhibits have is a general lack of publicity. What kind of advertising is most likely to catch your
attention and/or interest you in attending a traveling art exhibit, and why? (Examples: Posters, Facebook ads, word of
mouth, radio commercials, email advertisements)
8. People often visit art exhibits for different reasons. What factors would encourage you to visit an art exhibit? (Exam-
ples: Distance to the exhibit, the intent or meaning behind the art, school, visual appeal, family appeal)
9. Art exhibits often have many more components in addition to the artwork itself. What parts of art exhibits do you
enjoy? (Examples: Original paintings, videos about the artist, information about the painting style, artifacts from the
artist’s life, the cultural experience, social activity)
10. Different exhibits around the country vary greatly in price. About how much money would you spend on entry to a
Cincinnati area/local art exhibit? (Examples: Wouldn’t spend any money, $1-10, $11-20, $20+)
11. Art exhibits often have opportunities for visitors to purchase something at them. What would you consider buying at
an exhibit? (Examples: Original paintings, copies of paintings, postcards/magnets/keychains)
12. Some people enjoy going to exhibits alone,however,many choose to bring others with them.Would you be interest-
ed in going alone or with others? Who would you take with when visiting an art exhibit? (Examples: Significant other,
friends, family members)
13. What is your age?
14. What is your gender?
15. In what zip code do you currently reside?
16. What is your main mode of transportation?
PRIMARY RESEARCH
METHOD 1: PHONE INTERVIEW TO BABY BOOMERS
METHOD 1: RESULTS
The following section lists the results of the phone interviews that were conducted on 12 baby boomers in the
Cincinnati area. Each question is listed in the order they were asked below, with a brief general summary of the findings
listed under each.There is also a bolded response for each question that highlights what we found to be the most interest-
ing (and telling) response for every question. Since the interviews were confidential, respondents are listed as numbers
ranging from 1 to 12. These are consistent with each question so that respondent 1 in question 1 is the same person as
respondent 1 in question 6, and so on.
14

1. How would you describe your interest in art (this includes anything from music, theater, paintings, photography to
sculpture)? Do you have paintings in your home? Do you like to visit art exhibits? Do you seek out art shows? Is there
another way you explore art?
• The overwhelming majority of respondents reported a moderate or higher interest in art. Many of these respondents
mentioned that their interest in art was spurred because of a family member being involved in an exhibit or show,
such as having a daughter in ballet. Interestingly, a few people mentioned having an interest in art but not being
involved in it as much as they would like to.
• “I have a moderate to high interest in art. I like going to exhibits, especially because my daughter takes me to
plays and shows at Music Hall. I also loved the recent Blink Cincinnati event.” -Respondent 7
1: I’m generally interested in art, but don’t have a huge passion for it.
2: I’m very interested in art and display it in my home and also frequently attend events at Music Hall. My kids
also go to Cincinnati’s School for Performing Arts.
3: I love art but don’t get into it as much as I’d like to.
4: I’m moderately interested in all forms of art, but don’t seek out a lot of shows or exhibits.
5: I have a huge interest in art! I have paintings in my home, I go to many theater shows and also attend artist
lectures to learn about how they make their work.
6: I love all forms of art, especially theater and concerts.
7: I have a moderate to high interest in art. I like going to exhibits, especially because my daughter takes me to
plays and shows at Music Hall. I also loved the recent Blink Cincinnati event.
8: I have an above-average interest in art and also have a lot of paintings in my home. I love going to exhibits,
especially special events at Union Terminal.
9: I’m very interested in the art scene. My friends have art studios, I visit the theater at least once a month, and
also enjoy music events.
10: I love art and attend exhibits and and theater shows often.
11: I’m somewhat interested in art. I love the theater and am pretty into music too.
12: I’m interested, but most specifically in historical art.
2. Do you seek out art? If so, where do you typically go to do this?
• Most respondents reported that they do intentionally seek out art, most often at local museums and community cen-
ters.A few of the people that answered no to the question explained that they don’t seek out art because they rely on
their friends to inform them about new exhibits in the area.
• “Rarely. My friends usually tell me about any of the art exhibits that I end up going to.” -Respondent 4
1: I go to museums, plays, and dance recitals but do so rather infrequently.
2: I recently attended the Fringe and OTR film festivals.
3: I don’t usually intentionally seek out art.
4: Rarely. My friends usually tell me about any of the art exhibits that I end up going to.
5: Yes, I usually do so at museums and community centers.
6: Yes, my daughters are ballet dancers so I usually go to and look for recitals to attend.
7: Generally no, my friends tell me about most of the art events I end up attending.
PRIMARY RESEARCH
15

8: Yes, I do at Union Terminal most often. I also frequent the Cincinnati Library.
9: Yes, I usually seek out art through social media channels.
10: Not typically. I usually go to exhibits that I already know about.
11: Yes, I usually look for new art at local museums.
12: No.
3. What type of things have prevented you from visiting art exhibits in the past?
• Two big factors emerged that kept the majority of respondents from visiting art exhibits in the past: scheduling and
distance to the exhibit.Additionally,many mentioned that a high entry price can keep them from attending.Ageneral
lack of interest in the exhibit was also reported by a few respondents as keeping them from going.
• “Scheduling for my family and I takes a lot of effort.If I’m not already super interested in the exhibit,I won’t be too
inclined to make the trip.” -Respondent 2
1: High prices is the biggest factor that keeps me away from visiting exhibits in the past.Also not knowing about
an exhibit until the last minute.
2: Scheduling for my family and I takes a lot of effort. If I’m not already super interested in the exhibit, I won’t be
too inclined to make the trip.
3: My biggest issue is scheduling. Figuring out if I have to pay for parking and how to get to the exhibit can be a
problem too.
4: High ticket prices and a general lack of time are the two biggest things preventing me from going more often.
Also issues with parking.
5: The weather is the biggest factor that can derail a visit to an exhibit for me.
6:Nothavingenoughinteresttogetmethereoralreadyhavingseenanexhibitwillkeepmefromattendingagain.
7: Distance and price keep me from going to an exhibit most often. I’ve also encountered tickets selling out too
fast before.
8: Distance keeps me away from exhibits more than anything else.
9: My work schedule keeps me from visiting a lot of the exhibits I’d like to.
10: Distance often prevents me from going to exhibits.
11: Scheduling keeps me away from exhibits often.
12: Scheduling prevents me from attending exhibits on occasion.
4. One problem many art exhibits have is that many people just don’t know they are happening. What kind of advertis-
ing is most likely to catch your attention and/or interest you in attending a traveling art exhibit, and why?
• Out of all the potential forms of advertising most likely to catch the attention of respondents, Facebook posts and
advertisements emerged as the clear leader. Generally, social media was seen as the most likely way for advertising
to reach respondents (which is somewhat surprising given the age group). Word-of-mouth was also mentioned fre-
quently by respondents.
• “Facebook posts and word-of-mouth will generally catch my attention more than anything else.” -Respondent 6
1: I usually am most receptive to radio ads, posters, billboards, and general word-of-mouth from friends.
2: Word-of-mouth goes a long way for me,if a friend of mine is going chances are I’ll want to go too.Social media
PRIMARY RESEARCH
16

is also huge.
3: Window advertisements and Facebook ads.I would love a sort of Cincinnati arts primer,with people that act as
ambassadors and knock on doors to tell people about different exhibits.
4: Radio commercials and email advertisements get my attention most often.
5:NewspapersandmagazinesliketheCincinnatiMagazinegetmyattention,asdoFacebookpostsandword-of-mouth.
6: Facebook posts and word-of-mouth will generally catch my attention more than anything else.
7: Ads on social media (Facebook and Twitter) reach me most.
8: TV and Facebook ads work for me.
9: Any ads on social media have a high likelihood of catching my eye.
10: Facebook ads usually reach me.
11: Facebook and email ads catch my attention.
12: Ads in the sunday newspaper in addition to the art reviews section.
5. What sort of incentives would encourage you to visit an art exhibit?
• This question saw a wide range of answers with no clear incentive that everyone agreed upon. A good number of
respondents reported that knowing others that were attending the exhibit would incentivize them to go, as well as
having the exhibit be close to home.
• “My interest in the exhibit and proximity to it are the biggest incentives that would drive me to go.Free wine never
hurts too!” -Respondent 9
1: The fact that other people are going would probably get me to an exhibit. Obviously, if the topic interests me, I
would also be more inclined to make an appearance.
2: My biggest incentive to go to an exhibit is simply knowing others that are already going.If someone is directly
involved with the exhibit I’ll also be much more inclined to go.
3: Wine and cheese is always fun. Live music is great too, especially if there is good seating where you can still
have great conversations with friends.
4: If the exhibit is for a good cause,I’ll be much more inclined to go.I also like events that are downtown because
it’s fun to go to the city.
5: If the event is free I’m much more likely to go.Also if it’s something completely new and unique I’ll have much
more interest.
6: The exhibit being close to home is the biggest incentive for me to go, with food and wine as a big bonus too.
7: Convenience (the exhibit being close to home) is huge for me.
8: My biggest incentive to go to an exhibit is if it’s cheap.Also the exhibit’s particular appeal to me will sway me
one way or another.
9: My interest in the exhibit and proximity to it are the biggest incentives that would drive me to go. Free wine
never hurts too!
10: My general interest in the exhibit is usually the only deciding factor in whether I go or not.
11: I am usually only incentivized my my own level of interest in the exhibit itself.
12: The quality of the exhibit is my biggest incentive to go.
6. Art exhibits often have many more components in addition to the artwork itself. What additonal parts of art exhibits
do you enjoy?
PRIMARY RESEARCH
17

• The vast majority of respondents reported that they come to art exhibits to see the original paintings themselves,and
not for any other additional components. With that being said, respondents still mentioned enjoying informational
videos, artifacts from the artist’s life, and more in addition to these paintings.
• “I come to exhibits mostly for the original paintings, but also artifacts that help me learn about the artist’s every-
day life.” -Respondent 8
1:Ilovetheexhibititselfaswellasthegeneralsocialexperienceofgoingandseeingsomethingincrediblewithothers.
2:Thesocialexperienceisoftenmyfavoritepartof anexhibit.Ialsolovetogosomewhereandjusthaveacocktail!
3: Refreshments and music are big parts of exhibits that I value.
4: The original paintings are usually my main focus.
5: The artist’s original work is the most satisfying.
6: I love informational videos about the artist that allows you to come and go in addition to the actual paintings.
7: I love seeing little artifacts from an artist’s life.
8:Icometoexhibitsmostlyfortheoriginalpaintings,butalsoartifactsthathelpmelearnabouttheartist’severydaylife.
9: I’m usually there solely for the original paintings.
10: I love the original paintings more than anything else.
11: The original paintings are usually the only things I’m interested in.
12: Information on the artist’s life is fascinating as well as an interpretation of the paintings that they created.
7. Differentexhibitsaroundthecountryvarygreatlyinprice.Abouthow much money wouldyou spendon entryto alocal
art exhibit that features paintings and information on the artist?
• Respondents generally reported a willingness to pay upwards of $20 to attend an exhibit that they had interest in.
• “It really depends on the event for me, but anywhere from $1-25.” -Respondent 7
1: $1-10, but would pay more for a really great exhibit.
2: $1-20.
3: Free to $10. If I pay more than this, I would need to know exactly why.
4: Free unless the exhibit is for a good cause.
-5: Up to $25.
6: Up to $25.
7: It really depends on the event for me, but anywhere from $1-25.
8: $1-20.
9: $1-10.
10: Price won’t deter me if the exhibit is interesting.
11: $1-20.
12: $1-25.
8. Art exhibits often have opportunities for visitors to purchase something at them. What would you consider buying at
an exhibit?
• Amajority of respondents reported that they don’t typically make purchases at art exhibits,and that if they did it would
be on small items like postcards. A few of the responses stated that they only considered purchasing original work
from artists.
PRIMARY RESEARCH
18

• “I’ll sometimes look at what exhibits have for purchase, but will rarely ever actually buy something. If I do get
something, it’s always small.” -Respondent 1
1: I’ll sometimes look at what exhibits have for purchase, but will rarely ever actually buy something. If I do get
something, it’s always small.
2: I typically don’t make purchases at exhibits.
3: The only thing I ever consider purchasing are nice pieces of art from an exhibit that I can put in my home.
4: I’m not usually a buyer at exhibits.
5: I occasionally make purchases, but only on small things like postcards or keychains.
6: I don’t usually buy anything.
7: I only buy small things like ornaments at exhibits.
8: I like to purchase items that are specific to the given artist, such as a copy of a book.
9: Although I don’t typically buy, I will consider original paintings and holiday-related items like a wreath for my
front door.
10: I don’t ever buy things at exhibits.
11: I don’t ever purchase at exhibits.
12: I don’t make purchases often at exhibits.
9. Have you heard of any of the following topics?
• The wide-rangingmajorityof respondentsreportedaknowledgeof theCincinnatiArtMuseum,theContemporaryArts
Center, and Picasso. A third of respondents also reported hearing of Pointillism. Additionally (and most importantly),
most respondents had not heard of any terms related to Lineillsim.
Cincinnati Art Museum (12 of 12)
Contemporary Arts Center (12 of 12)
Artist,Jim Hall (2 of 12)
Pointillism (4 of 12)
Lineillism (0 of 12)
Lines of Sight (1 of 12)
Picasso (11 of 12)
Traveling art exhibit, Lineillism Revealed (0 of 12)
None of these (0 of 12)
10. What is your age?
1: 58
2: 48
3: 50
4: 61
5: 57
6: 56
7: 50
8: 61
PRIMARY RESEARCH
19

9: 52
10: 64
11: 60
12: 61
11. What is your gender?

• Half (6) of the respondents were male, while half were female.
1: Male
2: Female
3: Male
4: Male
5: Female
6: Female
7: Female
8: Male
9: Male
10: Female
11: Female
12: Male
PRIMARY RESEARCH
20

METHODS 2 & 3: TO YOUNG PROFESSIONALS & COLLEGE-AGED STUDENTS
PRIMARY RESEARCH
1. How interested are you in art? (Rate on a scale from 1-5; 1 being very uninterested, 5 being very interested)
a.Very uninterested
b. Uninterested
c. Neutral
d. Somewhat interested
e.Very interested
2. Where do you think you would go to learn about new art forms?
a.Art classes
b. Local community center
c. Libraries
d. Museums
e. Other_________________
f. Don’t try and learn about new art
3. Rank your interest level in seeking out art exhibits. (Rate on a scale from 1-5; 1 being very uninterested, 5 being
very interested)
a.Very uninterested
b.Uninterested
c. Neutral
d. Somewhat interested
e.Very interested
4. What factors have prevented you from visiting art exhibits in the past? (Select all that apply)
a. General disinterest in art exhibits
b. High prices
c.Too far away
d. Lack of time
e. Lack of information
f. Other________________
5. What is most likely to catch your attention and/or interest you in attending a traveling art exhibit?
a. Poster
b. Facebook advertisement
c.Word of mouth
d. Radio commercial
e. None of the above
6. Which of the following would encourage you to visit an art exhibit the MOST?
a. Distance to the art exhibit
b.The intent/meaning behind the art
Visual appeal
c. Social event
d. Food and/or wine
e. Other___________________
f.Would Not Attend
7. What do you enjoy when visiting an art exhibit? (Select all that apply)
a. Original paintings
21

b.Videos about the artist
c. Information about the style of painting
d.Artifacts from the artist’s life
e. Cultural experience
f. Social activity
g. Do not enjoy visiting art exhibits
8. How much would you spend on entry to an art exhibit?
a. $0
b. $1-10
c. $11-20
d. $20+
9. What would you spend your money on at the exhibit?
a. Original paintings
b. Copies of paintings
c. Postcards, magnets, keychains, etc.
d. Other___________________
e. Spend nothing
10. What group would you be most likely to invite to a traveling art exhibit?
a. Friends
b. Parents
c. Siblings
d. Grandparents
e. Significant other
f.Would prefer to go alone
g.Would prefer not to go to traveling art exhibit
11. Have you heard of any of the following topics? (Select all that apply)
a.Artist,Jim Hall
b. Lineillism
c. “Lines of Sight”
d.Traveling art exhibit, Lineillism Revealed
e. Pointillism
f. None of these
12. What do you know about the art form, Lineillism?
a. I have seen it
b. I have heard about it
c. It has been mentioned
d. Never heard of it
13. What is your age? __________
14. How do you identify yourself?
a. Male
b. Female
c. Other
d. Prefer not to say
15. In what zip code do you currently reside? ____________
PRIMARY RESEARCH
22

PRIMARY RESEARCH
METHODS 2 & 3: RESULTS
# Field Minimum Maximum Mean Std Deviation Variance Count
1 How interested are you in art? 1.00 5.00 3.92 1.03 1.07 131
# Answer % Count
1 Very Uninterested 4.58% 6
2 Uninterested 4.58% 6
3 Neutral 16.79% 22
4 Interested 42.75% 56
5 Very Interested 31.30% 41
Total 100% 131
1. How interested are you in art? (Rate on a scale from 1-5; 1 being very uninterested, 5 being very interested)
23

PRIMARY RESEARCH
2.Where do you think you would go to learn about new art forms?
# Answer % Count
1 Art classes 18.65% 69
2 Local community center 7.57% 28
3 Libraries 12.43% 46
4 Museums 29.73% 110
5 Art galleries 26.22% 97
6 I don't want to learn about art 1.62% 6
7 Other 3.78% 14
Total 100% 370
Other - Text
Local artists
Internet
School
online
online
Festivals
YouTube
# Answer % Count
1 Art classes 18.65% 69
2 Local community center 7.57% 28
3 Libraries 12.43% 46
4 Museums 29.73% 110
5 Art galleries 26.22% 97
6 I don't want to learn about art 1.62% 6
7 Other 3.78% 14
Total 100% 370
Other - Text
Local artists
Internet
School
online
online
Festivals
YouTube
24

PRIMARY RESEARCH
# Field Minimum Maximum Mean
Std
Deviation
Variance Count
1
What's your interest level in seeking out
art exhibits?
1.00 5.00 3.48 0.95 0.91 131
# Answer % Count
1 Very Uninterested 3.82% 5
2 Uninterested 10.69% 14
3 Neutral 29.77% 39
4 Interested 45.04% 59
5 Very Interested 10.69% 14
Total 100% 131
3. Rank your interest level in seeking out art exhibits.
(Rate on a scale from 1-5; 1 being very uninterested, 5 being very interested)
25

PRIMARY RESEARCH
# Answer % Count
1 General disinterest in art exhibits 6.05% 17
2 High prices 18.86% 53
3 Too far away 17.79% 50
4 Lack of time 32.74% 92
5 Lack of information 22.78% 64
6 Other 1.78% 5
Total 100% 281
Other - Text
Art galleries can be intimidating. Popular art exhibits at museums can sometimes sell out of tickets.
Learning about them too late.
Inaccessible locations for a wheel chair
Weird hours at the galleries
Lack of transportation
4.What factors have prevented you from visiting art exhibits in the past? (Select all that apply)
26

PRIMARY RESEARCH
# Answer % Count
1 Poster 23.78% 68
2 Facebook ad 26.57% 76
3 Word of mouth 34.27% 98
4 Radio commercial 6.99% 20
5 TV ad 8.39% 24
Total 100% 286
5.What is most likely to catch your attention and/or interest you in attending a traveling art exhibit?
27

PRIMARY RESEARCH
Std
Deviation
Variance Count
1
6. Which of the following would encourage
you to visit an art exhibit the MOST? -
Selected Choice
1.00 6.00 3.26 1.39 1.93 131
# Answer % Count
1 Distance to the art exhibit 10.69% 14
2 The intent/meaning behind the art 22.14% 29
3 Visual appeal 25.95% 34
4 Social event 17.56% 23
5 Food and/or wine 19.08% 25
6 Other 4.58% 6
7 Would not attend 0.00% 0
Total 100% 131
6.Which of the following would encourage you to visit an art exhibit the MOST?
28

PRIMARY RESEARCH
# Answer % Count
1 Original paintings 24.69% 99
2 Videos about the artist 5.99% 24
3 Information about the style of painting 16.46% 66
4 Artifacts from the artist’s life 11.47% 46
5 Cultural experience 22.44% 90
6 Social activity 17.96% 72
7 Do not enjoy visiting art exhibits 1.00% 4
Total 100% 401
7.What do you enjoy when visiting an art exhibit? (Select all that apply)
29

PRIMARY RESEARCH
Std
Deviation
Variance Count
1
8. How much would you spend on entry to
an art exhibit?
1.00 4.00 2.31 0.69 0.47 131
# Answer % Count
1 $0 8.40% 11
2 $1-10 56.49% 74
3 $11-20 30.53% 40
4 $20+ 4.58% 6
Total 100% 131
8. How much would you spend on entry to an art exhibit?
30

PRIMARY RESEARCH
Std
Deviation
Variance Count
1
9. What would you spend your money on
at the exhibit? - Selected Choice
1.00 5.00 3.20 1.31 1.72 131
# Answer % Count
1 Original paintings 9.16% 12
2 Copies of paintings 22.14% 29
3 Postcards, magnets, keychains, etc. 36.64% 48
4 Other 3.82% 5
5 I would not spend money 28.24% 37
Total 100% 131
9.What would you spend your money on at the exhibit?
31

PRIMARY RESEARCH
# Answer % Count
1 Friends 34.78% 120
2 Parents 15.94% 55
3 Siblings 12.46% 43
4 Grandparents 5.22% 18
5 Significant other 26.38% 91
6 Would prefer to go alone 4.35% 15
7 Would prefer not to go to traveling art exhibit 0.29% 1
8 Other 0.58% 2
Total 100% 345
Other:
children
students
10.What group would you be most likely to invite to a traveling art exhibit?
32

PRIMARY RESEARCH
# Answer % Count
1 Artist, Jim Hall 2.28% 12
2 Lineillism 4.93% 26
3 “Lines of Sight” documentary 2.66% 14
4 Artswave 5.12% 27
5 Oil painting 23.91% 126
6 Brushstrokes 19.35% 102
7 Van Gogh 23.91% 126
8 Traveling Art Exhibit, Lineillism Revealed 2.09% 11
9 Pointillism 15.18% 80
10 None of these 0.57% 3
Total 100% 527
11. Have you heard of any of the following topics? (Select all that apply)
33

PRIMARY RESEARCH
Std
Deviation
Variance Count
1
12. What do you know about the art form,
Lineillism?
1.00 3.00 2.50 0.68 0.46 131
# Answer % Count
1 I have seen it and know what it is 10.69% 14
2 I have heard about it, but don't know what it is 29.01% 38
3 I don't know about it 60.31% 79
Total 100% 131
12.What do you know about the art form, Lineillism?
34

PRIMARY RESEARCH
13.What is your age? __________
35

PRIMARY RESEARCH
# Field Minimum Maximum Mean Std Deviation Variance Count
1 14. How do you identify yourself? 1.00 4.00 1.82 0.50 0.25 131
# Answer % Count
1 Male 21.37% 28
2 Female 76.34% 100
3 Other 0.76% 1
4 Prefer not to say 1.53% 2
Total 100% 131
14. How do you identify yourself?
36

PRIMARY RESEARCH
15. In what zip code do you currently reside? ____________
Above are the results from the online survey. A total of 131 young professionals (millennials) and college-aged
students, ages 18-38 were asked a variety of questions regarding their opinions on art. The results show that the major-
ity of this public is either “interested” (56/131) or “very interested” (41/131). The results also show that the majority of
respondents learn about art exhibits from museums (110/131). Most people surveyed seemed pretty eager to seek out
an art exhibit, with the majority of individuals saying they were interested in going (59/131). When asked about what
prevented people from attending art exhibits, most people said a lack of time was the main issue (92/131). In addition,
the overwhelming majority of respondents claimed that word of mouth was the main way they would hear about/become
interested in attending an art exhibit (98/131). Also, when asked what would encourage the public most to attend an
exhibit respondents answered with “visual appeal” for being the most important (34/131). Original paintings appear to
be the most enjoyable aspect of an art exhibit for 98 out of 131 individuals.The data reveals that the majority of the sam-
ple size is willing to pay between $1-$10 for entry to an art exhibit (74/131). Souvenirs, such as keychains, magnets and
postcards were most likely to be bought after patrons visit an exhibit,according to the data (48/131).The participants said
they would want to invite their friends to attend the art exhibit with them (120/131).Most respondents didn’t know about
Lineillism (79/131).There were 100 female,28 males and 3 that were other, or preferred not to say.The zip codes from all
the participants are listed above.
OVERALL SURVEY RESULTS
37

SECTION 3
PHASE II: STRATEGY
38

STRATEGIC CHART: GOAL I
POSITIONING STATEMENT
Lineillism and its accompanying exhibit, Lineillism Revealed, is an entirely new (and largely
undiscovered) painting technique that uses only vertical lines, much like how Pointillism uses only
dots, originating in Cincinnati in 2001.
GOAL I - REPUTATION
Enhance awareness and generate a positive perception of Lineillism as an art form
and Lineillism Revealed, the exhibit for baby boomers, young professionals and
college-aged students.
OBJECTIVE A
To create awareness among baby boomers, young
professionals and college-aged students of Jim
Hall and the painting style, Lineillism (Increase by
15% on pre and post surveys by January 2020).
OBJECTIVE B
To increase the local media and opinion leader’s awareness of
Lineillism Revealed and therefore increase the interest of baby
boomers, young professionals, and college-aged students that
consume the news by January 2020 (Increase by 150%).
TACTIC 1
Website Update
TACTIC 2
Logo & Brand Rehaul
TACTIC 1
Press Release for Radio
TACTIC 2
Addition to Press Kit
(for traveling exhibit)
39

STRATEGIC CHART: GOAL II
POSITIONING STATEMENT
Lineillism and its accompanying exhibit, Lineillism Revealed, is an entirely new (and largely
undiscovered) painting technique that uses only vertical lines, much like how Pointillism uses only
dots, originating in Cincinnati in 2001.
GOAL II - TASK
Create a desire to experience the Lineillism Revealed exhibit for baby boomers,
young professionals and college-aged students.
OBJECTIVE A
To maximize attendance at traveling art
exhibit, Lineillism Revealed, by tracking
attendance numbers through January 2020
(Increase attendance by 50%).
OBJECTIVE B
To maximize engagement of baby boomers,
young professionals and college-aged students on
social media platforms by June 2019 (Increase by
300% across the board on social media platforms).
TACTIC 1
Clifton Cultural Arts Center Event
TACTIC 2
Movers & Makers Feature
TACTIC 1
Facebook Ads/Posts/Likes Campaign
TACTIC 2
Curate Instagram Page
TACTIC 3
Hire Communication Intern
40

STRATEGY EXPLANATION
Lineillism Revealed has one large issue as an organization,awareness.People just don’t know that it exists.Due to
this, the campaign strategy developed by the student public relations team from the University of Cincinnati has a strong
goal focusing on creating awareness of the organization Lineillism Revealed,with a secondary goal of creating acceptance.
In other words getting people to visit the website, facebook page, and exhibit itself.
The two goals and their objectives and tactics, or ways of completing the goals and objectives, have been devel-
oped for three public groups. Baby boomers, young professionals, and college-age students will be targeted to complete
the project. Research found that while none of these three groups had any knowledge of the painting style Lineillism, or
organization Lineillism Revealed, all three groups did have a strong interest in art, and this primes the groups for intro-
duction to Lineillism Revealed.To complete the goals of awareness and acceptance the campaign has four objectives with
two or more tactics each that should be completed in order to achieve the goals.The two awareness objectives are to create
awareness of Lineillism and Lineillism Revealed among the three targeted groups, and simultaneously to get local media
aware of Lineillism Revealed and publishing stories on it both in Cincinnati and across the US.
This will create a circular effect where the public sees Lineillsm Revealed in the media,and the media is reporting
on something of public interest. To create this awareness a few tasks, or tactics, must be completed. The digital home of
Lineillsm is it’s website. This is what w pop ups when people do an internet search of Lineillism. The website must be
flawless and have the ability to draw in the public and make them want to come back for more. Stories in the media on
Lineillism must be factually correct,and have a fascinating human interest component that makes publics of all ages want
to look up more about Lineillism. Lastly to gain awareness Lineillism Revealed needs a simple and consistent Logo that is
easily recognizable.The more things this logo is placed on the more the organization will be quickly recognized, so this is
particularly important to complete the end goals of awareness and acceptance for the success of Lineillism Revealed.
AwarenessisbyfarthemostimportantthingforLineillism,butsuccessandvisibilitywillnotcomejustwithaware-
ness.For Lineillism Revealed to be a successful organization the public needs to accept the organization as part of their life-
style.Two more objectives put this part of the strategy into place. First by maximizing attendance at the exhibit Lineillism
Revealed. Those who make it to the exhibit and walk through will have a sense of connection and should continue to be
invested after that physical experience.This leads right to the final objective, creating more engagement on social media.
In a digital age where people evaluate themselves and their hobbies on social media platforms, engagement on
social media is vital to the success of Lineillism. Between an advertisement campaign on facebook and carefully curating
a business instagram page, Lineillism needs social media platforms that people want to follow. The big aspect of ths is
interesting posts that make the public want to see more.These kinds of posts are hard to create,and so part of this strategy
includes hiring a social media or communication intern from one of the many programs around Cincinnati and Northern
Kentucky to help with these tasks.
To finalize the overall strategy, outreach can be the key to success. To create awareness, the strategy includes
partnering with organizations like the Clifton Cultural Arts Center to create simple old fashioned promotion, and building
relationships with artists and art lovers. Simple painting demonstrations and displays of Lineillsm art should help gain a
following in an already established artistic community.
By completing the strategic plan from start to finish and following the timeline laid out in this binder Lineillism
Revealed should see in an increase in recognition and social media engagement leading to higher attendance at events
and overall better success as an organization.
41

KEY MESSAGES
Baby Boomers
Lineillism Revealed is an exhibit featuring a never-before-seen style of painting developed by Cincinnati area
Native Jim Hall. Hall developed the art of Lineillism after he woke up with shingles that damaged his vision, causing him
to see only vertical lines.Each painting takes months to complete and features upwards of 500,000 vertical brush strokes,
similar to how Pointillism is crafted with dots.The traveling exhibit displays Hall’s beautiful original paintings.Award-win-
ning documentary Lines of Sight accompanies the exhibit, and details Hall’s experiences of discovering his unique paint-
ing style, while overcoming various obstacles. The exhibit is a powerful reminder that creative, amazing things can come
out of a seemingly negative situation.
Young Professionals
Native Jim Hall. Hall developed the art of Lineillism after he woke up with shingles that damaged his vision, causing
him to see only vertical lines. Each painting takes months to complete and features upwards of 500,000 vertical brush
strokes, similar to how Pointillism is crafted with dots. The traveling exhibit displays Hall’s beautiful original paintings.
Award-winning documentary Lines of Sight accompanies the exhibit, and details Hall’s experiences of discovering his
unique painting style, while overcoming various obstacles. The film has been to a variety of film festivals throughout the
country including Over-the-Rhine International Film Festival, Indie Gathering international Film Festival, among others.
The exhibit is a powerful reminder that creative, amazing things can come out of a seemingly negative situation.
College-Aged Students
Native Jim Hall. Hall developed the art of Lineillism after he woke up with shingles that damaged his vision, causing him
to see only vertical lines.Each painting takes months to complete and features upwards of 500,000 vertical brush strokes,
similar to how Pointillism is crafted with dots.The traveling exhibit displays Hall’s beautiful original paintings.Award-win-
ning documentary Lines of Sight accompanies the exhibit, and details Hall’s experiences of discovering his unique paint-
ing style, while overcoming shingles and depression.This exhibit immerses visitors in the life of Jim Hall to inspire them
with the beauty and remind them that amazing things can be created through negative experiences.
42

SECTION 4
PHASE III: TACTICS
43

Goal 1 (Reputation)
Enhance awareness and generate a positive perception of Lineillism as an art form and Lineillism Revealed,the exhibit for
baby boomers, young professionals and college-aged students.
Objective A
To create awareness among baby boomers, young professionals and college-aged students of Jim Hall and the painting
style, Lineillism (Increase by 15% on pre and post surveys by January 2020).
Tactic 1: Website Update
What: Update the Lineillism website to make it more modern and user-friendly.
Why: To create awareness and a coherent image of Lineillism Revealed so people can learn more about the art form on
the website.
Who: For baby boomers, young professionals and college-aged students.
When: As soon as possible, ideally by May 2019.
How: Design the website to be more user friendly with better formatting to make it more modern overall.Make the home-
page a blow-up of Hall’s signature painting and add a “paintings” tab to post pictures of Hall’s paintings.Add videos from
the homepage to the “reviews” tab.Keep the survey link and News 5TV in “reviews” tab. Purchase the domain so the web-
site doesn’t say “powered by Weebly” in order to increase legitimacy.Add the bio about Steve to the “contact information”
section. Remove indents in “our story” tab paragraphs because most businesses use the “business letter” format on their
websites, which is much cleaner. Change the domain on marketing collateral to make getting to the site less confusing.
Add a calendar with dates and times of events to “upcoming events” tab.
Where: On the website.
Current Home Page
GOAL I: OBJECTIVE A - TACTIC 1
44

Suggested Edits To Website:
1. Updating the website would benefit Lineillism Revealed by making it easier to navigate and obtain a more modern
appeal.When a user first opens the website they should see a blown up photo of Hall’s signatureVenice painting.This
will serve as the homepage.
2. A “paintings” tab will want to be added to post pictures of Hall’s art. This will give people who aren’t familiar with
Lineillism a way to explore the style.
3. The videos that are currently on the homepage should be switched to the “reviews” tab. These videos detail people’s
experiences with Lineillism Revealed, and it makes sense to put them in the reviews tab. Keeping the survey link and
News 5 TV interview in reviews tab is wise.
4. Change the domain on any marketing collateral from “Lineillism Revealed.org” to match what the actual domain
is, “http://lineillismrevealed.weebly.com/.” (or what it’s called after you get the domain changed). A way to increase
professionalism is to purchase the domain so the website no longer says “powered byWeebly.” Making the site secure
will improve legitimacy and make people feel comfortable purchasing the “Lines of Sight” documentary.
45

5. There also shouldn’t be a seperate website for “Lines of Sight;” this could be confusing to a lay audience. A separate
tab can be added to provide information about the documentary.
6. The bio about Steve under “our story” should be added to the “contact” tab.
7. Lastly, add a calendar with dates and times for upcoming events.
46

8. Next, remove indents throughout the paragraphs within the “our story” tab.As well as justify the text to give it a more
clean feel. Many businesses have this type of formatting on their websites now.
47

Goal 1 (Reputation)
Objective A
To create awareness among baby boomers, young professionals and college-aged students of Jim Hall and the painting
style, Lineillism (Increase by 15% on pre and post surveys by January 2020).
Tactic 2: Logo & Brand Rehaul
What: Logo and brand rehaul (Change/create official logo).
Why: To create a more cohesive, genuine brand image so that consumers can easily recognize Lineillism Revealed as a
legit and established brand.
When: By January 2020.
How: UtilizeAdobe Creative Cloud to create a small box shape with blue vertical lines (inspired by Jim’sVenice piece) with
“Lineillism Revealed” in thin font text to put on press releases, marketing collateral, social media, and more.
Where: On the website, brochures, flyers,T-shirts, press releases, marketing collateral, etc.
Old Logo:
New Logo Concept:
L I N E I L L I S M
R E V E A L E D
48

GOAL I: OBJECTIVE B - TACTIC 1
Goal 1 (Reputation)
Objective B
To increase the local media and opinion leader’s awareness of Lineillism Revealed and therefore increase the interest
of baby boomers, young professionals and college-aged students that consume the news by January 2020 (increase by
150%).
Tactic 1: Press Release for Radio
What: Write a story-based press release to submit to WVXU. Submit via email with pictures, then call the station to follow
up that it was sent. Information for future articles can be sent to local art magazines and regional news outlets.
Why: Some of the baby boomer generation listed “radio” as a way they liked to find out about artistic events.WXVU is an
NPR-affiliated show discussing news and local events.They have a history of focusing on human interest stories.This could
reach people in a variety of ages as they listen to the radio on their morning commutes.
Who: Three target publics in the Cincinnati area (baby boomers, young professionals, college-aged students) listening to
the radio.This would be pushed out by reporters at WVXU and written by the Lineillism Revealed team.
When: As soon as the next opening for the Lineillism Revealed exhibit has a scheduled date.
How: The website has a call for news and pictures with an email address to the editor. Using a sketched-out story pitch,
filled in with the latest information, Lineillism Revealed would contact Sue Goldberg (the editor with the story pitch and
pictures) and work with her to develop a story.
Where: Greater Cincinnati, Ohio area on radio waves.
Sending a press release to WVXU advocating strongly for it to go on air would be an excellent way to gain support
for Lineillism Revealed in the Cincinnati area.The best time to do this would be 2 weeks before the exhibit opens for a run.
If that isn’t likely to happen for while, then gain more followers on social media and increase visibility both in the public’s
eye and the media.WVXU is radio based,which may seem a strange choice for a visual art,but the curiosity brought upon
by wanting to see the art could help draw listeners to the website. In addition this media outlet has values aligned with
Lineillism Revealed,historically promoting the arts,culture,and education.This seems like an audience primed for interest
in the organization and traveling exhibit. The steps for making this happen are simple, do a quick read over of the press
release to make sure all information is correct. Email the press release to the contact at WVXU, along with a photograph
of the venice painting, with a note in the email stating this is a story about local organization Lineillism Revealed, and a
picture featuring some of Jim Hall’s best work.A press release is attached that could be an excellent artistic feature for the
local news.
Phone: (513) 352-9170
Email: wvxu@wvxu.org
49

News Release
Lineillism Revealed
Contact: Steve Oldfield
A Completely New Style of Painting, Created in Cincinnati
[CINCINNATI, OH]—
’
50

GOAL I: OBJECTIVE B - TACTIC 2
Goal 1 (Reputation)
Objective B
To increase the local media and opinion leader’s awareness of Lineillism Revealed and therefore increase the interest
of baby boomers, young professionals and college-aged students that consume the news by January 2020 (increase by
150%).
Tactic 2: Addition to Press Kit (for traveling exhibit)
What: Create a press kit to be sent to local media when the exhibit travels to other towns and cities. It will also include
instructions for Lineillism Revealed organization members with how and when to contact local media representatives.The
traveling press release will be a standard PR press kit but can be personalized per the area it is going with ease.
Why: Lineillism Revealed has only been discussed in the local Cincinnati media. While the organization’s goals are to
take both the documentary “Lines of Sight” and the accompanying traveling exhibit around the country, no one outside
Cincinnati has written about it. Having outside stories would help increase awareness.
Who: Lineillism Revealed organization, media contacts at news companies, radio stations, etc. in towns and cities where
the exhibit is traveling, and for the general public in that area.
When: As soon as the exhibit dates are finalized for whatever city it travels to next.The process of contacting media in that
location would start as soon as we know where the next exhibit location is.
How: Use a system of finding the media contact at local organizations (LinkedIn) and giving them an interesting and
timely human-interest story to publish.
Where: Varied (wherever the exhibit is traveling to).
Lineillism Revealed has only been discussed in the local Cincinnati media. While the organization’s goals are to
take both the traveling exhibit, and the accompanying documentary “Lines of Sight” around the country, no one outside
Cincinnati has heard of or much less written about it, even in cases of “Lines of Sight” at film festivals outside the state.
Stories from news media across the United states would help increase awareness, and reputation of Lineillism Revealed.
As soon as the exhibit dates are finalized for whatever city Lineillism Revealed is traveling to next, an intern or other com-
municationrepresentativefromLineillismRevealedshouldcontactlocalmediawhereitwillbetravelingtoandsubmitthe
contents of the traveling press kit. In addition to the items in the current Lineillism Revealed press kit (fact sheet, pictures,
etc.) a news release template should be completed and emailed, followed by a phone call to the targeting media.
1. To find local media the best method is to use a simple google search
2. Google name of the area with “local media.”
3. Select a couple of the options with top results, these are the ones with the most hits.
4. Go to the news source’s website and find a link either on a top menu, sidebar, or bottom footer with one of the fol-
lowing headings: “Submit” “News Tip” or “Contact us”. Sometimes all three of these will be used in some order, for
example one would need to click “contact us” then “submit a news tip”.
5. Fill in all information the form asks for, or send an email to an arts and culture reporter if an automatic form is not
provided. Make sure the press release has been filled in with updated information and high resolution pictures are
attached.
6. Submit thisform,thenif aphonenumberforthestation or newsorganizationis listedunder“contact us”leave apolite
message saying, “I have submitted a news tip to _______ news/media that would be a great feature piece for your
newsconcerninganupcomingeventinthearea.Pleasecalloremailwithanyadditionalquestionsat___________”
51

News Release
Lineillism Revealed
Contact: Steve Oldfield
Release Date here, or Immediate Release
A Completely New Style of Painting, Created in Cincinnati
[City/State you are in here]—
city exhibit is traveling to
’
52

GOAL II: OBJECTIVE A - TACTIC 1
Goal 2 (Task)
Create a desire to experience the Lineillism Revealed exhibit for baby boomers, young professionals and college-aged
students.
Objective A
To maximize attendance at traveling art exhibit, Lineillism Revealed, by tracking attendance numbers through January
2020 (Increase attendance by 50%).
Tactic 1: Clifton Cultural Arts Center Event
What: A speaking event followed by an interactive painting class.
Why: To get people to come to the exhibit. This could also be an opportunity to make revenue if we charged a small
amount for the painting class.
When: January 2020, or as soon as Lineillism Revealed releases dates for its next exhibit.
How: Strategically have events close to an exhibit date to try and generate excitement about the exhibit. Steve will talk
about Hall’s life and how he developed Lineillism (20 minutes) with the rest of the time spent painting. Steve and associ-
ates at Lineillism Revealed (people that know a lot about Lineillism enough to show others how to emulate it) would teach
everyone how to paint using the technique. Participants could choose to create their own paintings or recreate a scene of
Hall’s.
Where: Clifton Cultural Arts Center. Ideally, they would provide supplies to keep costs down.
Hosting a painting class at the Clifton Cultural Arts Center would be a great way to get college-aged students,
young professionals and baby boomers involved and help generate excitement for the exhibit.Attendees would first listen
to a brief history of Lineillism and Jim Hall from Steve. Steve and associates from Lineillism Revealed would teach par-
ticipants how to emulate the technique. The guests could chose to create their own painting or recreate a scene of Hall’s.
Since Lineillism Revealed is a non-profit, ideally, The Clifton Cultural Arts Center would provide the art supplies. After the
interactive experience participants would hopefully be inspired to attend the exhibit. The class would be free to attract a
large audience, and strategically held before the exhibit begins.This event would happen in January 2020, or as soon as
the next date is released for the exhibit.
53

Goal 2 (Task)
students.
Objective A
To maximize attendance at traveling art exhibit, Lineillism Revealed, by tracking attendance numbers through January
2020 (Increase attendance by 50%).
Tactic 2: Movers & Makers Feature
What: Create a focused story pitch to Movers and Makers Cincinnati (an art magazine) with information, times for inter-
views, and pictures that can be made into a feature story.This will create visibility for Lineillism Revealed before their next
opening of an exhibit and maximize attendance.
Why: Movers and Makers is a free Cincinnati magazine that highlights cultural and artistic people and things in Cincinnati.
They have 11 print issues, and weekly updates on the website with high-quality pictures and articles mostly written as
features by the magazine in an “interview/interviewee” format.The magazine also claims to be the voice for small organi-
zations, making it stand out as the perfect partner for Lineillism Revealed.The website asks for news stories and pictures;
it’s considered a great source for cultural activities in Cincinnati.
Who: Movers and Makers Cincinnati (specifically contact Sue Goldberg, editor@moversmakers.org) to engage local Cin-
cinnati Media.
When: By the end of 2019.
How: The website has a call for news and pictures with an email address to the editor. Use a sketched-out story pitch filled
in with the latest information.Lineillism Revealed would contact Sue Goldberg,the editor with the story pitch and pictures,
and work with her to develop a story.
Where: Digitally for Cincinnati members. Write information for a feature article for Movers and Makers and other Cincin-
nati art magazines, etc. Look into each magazine and find the writer/contact who would be writing the story. Determine if
they’re guest-writer based,or reporter-interview based.If the former writes a feature story,if the latter write a detailed story
pitch that Steve can adjust and send.
MoversandMakersisaCincinnatibasedmagazinededicatedtokeepingtrackof alltheartandculturehappening
in the city. It prides itself on being “the voice of nonprofit organizations in Cincinnati”.The magazine is free and publishes
11 issues,plus a larger holiday issue every year,in addition to having a digital magazine with even more content.An ideal
situation would be to have a feature story published.The magazine does a lot of spotlights and feature stories,but doesn’t
have a lot of guest writers.The best method for getting a story published would be to pitch a story asking for an interview
with a reporter, but also to just submit a complete story packet with quotes about the art, Jim Hall, the exhibit, pictures,
and upcoming information. Because the magazine lists all upcoming events it would be best to wait until the exhibit is
going to be opened somewhere to make the pitch.Include Venice picture and a high resolution picture of the exhibit with
people touring it. It should either be the backs of people’s heads or everyone in the picture needs to be identified.
54

Story Pitch
To: editor@moversmakers.org and include:
Subject: New style of art needs promotion
Message text: To whom it may concern,
Attached Files: high resolution Venice photo
Here at Lineillism Revealed we stumbled upon Movers and Makers and believe it is the perfect voice for our non-profit
organization in the Cincinnati area.Either a short mention or longer editorial interview with Steve Oldfield,award winning
filmmaker and the man behind the organization Lineillism Revealed would be incredibly helpful to our mission.We have
attached a photo capturing the amazing painting style to be used with an article.
Organization: Lineillism Revealed
What: Lineillism Revealed is a unique art and education based organization from the Cincinnati area dedicated to sharing
the artwork of the late Jim Hall. The organization has a traveling exhibit telling the remarkable life story of Jim Hall and
the struggles he overcame all to invent a new form of painting called Lineillelism. Similar to the impressionist style poin-
tillism, this style incorporates thousands of tiny vertical lines to create stunning paintings of scenes across the world that
Jim Hall visited in his lifetime.
Why: The exhibit is free to the public, despite large operating costs, with a mission of sharing to everyone. Lineillism is
almost entirely unknown.We hope that Movers and Makers can help us change that.
When: Place dates here for the next upcoming exhibit.
How: Encourage readers to start by following Lineillism Revealed on Facebook, Instagram and website.
Thank you so much for your time,
Intern or Other at Lineillism Revealed
Lineillism Revealed
50 E. Rivercenter Blvd. Suite 407
Covington, KY 41011
859-307-1103
55

GOAL II: OBJECTIVE B - TACTIC 1
Goal 2 (Task)
students.
Objective B
To maximize engagement of baby boomers,young professionals and college-aged students on social media platforms by
April 2019 (Increase by 300% across the board on social media platforms).
Tactic 1: Facebook Ads/Posts/Likes Campaign
What: Facebook ads.
Why: To maximize online engagement for Lineillism Revealed.
When: By June 2019.
How: Purchase ads on Facebook. ($10-$15 ads once a month for 6 months, and then measure results). Design an ad on
Canva featuring Hall’s paintings.Additionally, create a how-to for Steve so he can view the analytics.
Where: On Facebook targeted to the regional area.
In order to get continued engagement on Facebook and all other forms of social media,it is important to regularly
post. For the first ad campaign of Lineillism Revealed, we created 6 potential posts that could get boosted over a 6 month
period. Each post will be boosted for 7 days ($10 total, $1.42 per day), totaling $60 at the end of the 6 month period.We
recommend boosting each post (which is explained later on below) immediately after posting them.
These posts are included in the 6-month content calendar created as a plan to maximize engagement on both the
Facebook and newly created Instagram account.The Facebook posts on the calendar have an image and content number
ranging from 1 to 6,which is used to direct you to the potential posts listed here below.(For example,if the content calen-
dar lists a Facebook post with an image and content number of 2, you will know to post the second draft listed below).
56

57

58

59

Goal 2 (Task)
students.
Objective B
To maximize engagement of baby boomers,young professionals and college-aged students on social media platforms by
April 2019 (Increase by 300% across the board on social media platforms).
Tactic 2: Curate Instagram Page
What: Launch Instagram along with a content calendar and a variety of sample posts.
Why: To enhance engagement on social media channels and create new outlets other than Facebook to reach target pub-
lics.
Who: Mostly for young professionals and college-aged students, but also baby boomers that are on Instagram.
When: By April 2019.
How: Create a 6-month content calendar that details when and what kind of content (pictures of Hall’s art,life artifacts,ex-
hibit dates/times,etc.) to post on the page in addition to what day to post it.This will serve as a blueprint for how to run the
account in the future.After the calendar is created,launch an Instagram account and begin to follow local art institutions as
well as local media and influencers.Link account to other social media pages as well as on the Lineillism Revealed website.
Where: On Instagram.
When creating the Lineillism Revealed Instagram account, it is important to specify it as a business profile. This
will allow you access to a variety of additional helpful functions,including the ability to promote your posts easily from the
app as well as an auto-post and scheduling feature.Listed below are the steps to creating a business profile on Instagram.
1. Download the Instagram application in the app store.
2. Launch the app and create an account.
3. After the account is created, tap on settings.
4. Click ‘switch to business profile’ and review the information to complete the process.
Instagram differs from many other forms of social media in that accounts on the platform should only post 1-2
times a day for ideal engagement. Companies that post more frequently than this can overload their followers with too
much content, which can lead to a dissatisfaction with the business.
We created 5 sample Instagram posts that range in content from being specifically aboutJim Hall to a piece of his
art.This way,it will be easier to judge which kinds of posts get better engagement from the start.Hashtags are a great way
to get new followers and likes, and additionally help create a posting schedule that can be followed week after week.
The launch of the Lineillism Revealed Instagram will reveal 3 weekly recurring hashtags, #MentalHealthMonday,
#WisdomWednesday, and #FactFriday. #MentalHealthMonday posts (including the example below) should center around
Jim Hall’s mental health struggles with depression and how he was able to overcome. #WisdomWednesday posts should
include the best quotes made by Hall, as the example does below. #FactFriday posts will center around the eye-catching
facts about Lineillism like the example below, which speaks on the average number of brushstrokes in each painting.
Tuesday and Thursday posts don’t include a hashtag and allow for more timely posts to be published.
60

These posts are also included in the 6-month content calendar created as a plan to maximize engagement on this
newly created Instagram account as well as the already existing Facebook page.The Instagram posts on the calendar have
an image and content number ranging from 1 to 5, which is used to direct you to the potential posts listed below. (For
example,if the content calendar lists an Instagram post with an image and content number of 2,you will know to post the
second draft listed below).
61

62

63

SOCIAL MEDIA CONTENT CALENDAR
64

65

66

67

PR Campaign: Lineillism Revealed

PR Campaign: Lineillism Revealed

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie PR Campaign: Lineillism Revealed

Ähnlich wie PR Campaign: Lineillism Revealed (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

PR Campaign: Lineillism Revealed