2. 2
Table of Contents
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8
9
10
11
12
13
14
16
17
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21
22
23
24
25
26
27
28
29
31
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42
Background / Situation Analysis
Core Problem and Opportunity
Goals and Objectives
Key Publics
Theme
Messages
Strategies and Tactics
Communication Table
Calendar
Budget
Evaluation Criteria and Tactics
Press Release / Artist
Happy Hour
Media Pitch
Media Alert / Media Events
Artist Spotlights
Social Media
Guerrilla Stunt
Press Kit
Special Promotions /
Program Review
Ticket Packages
Initial Key Publics /
Original Research - Surveys
Original Research - Focus Groups
Original Research - In-Person
Interviews
Original Research - Client
Interview
Trend Research
Competitive Literature Analysis
Bibliography
PART 2:
COMMUNICATION TACTICS
PART 3:
APPENDIX
PART 1:
CAMPAIGN PLAN
3. 3
Introduction
The Festival of Arts is one of the nation’s old-
est and most acclaimed art shows. For over 80
years, it has offered a showcase for artists and
art lovers in the backyard of Laguna Beach. A
wide variety of mediums from over 140 Orange
County artists are displayed. Open daily, visi-
tors not only enjoy award-winning exhibits, but
also demonstrations, tours, workshops, special
events and much more.
The Pageant of the Masters is the Festival
of Arts’ crowning jewel and one of the most
unique productions in the entire world. A ninety
minute stage show of “living pictures” recreates
classic and contemporary works of art. This visu-
ally stunning performance includes an original
score, live narration, intricate sets, sophisticated
lighting and hundreds of dedicated volunteers.
The Pageant of the Masters and Festival of Arts
face some crucial problems as a whole. For one,
both of these events are run under the same
website and social media platforms even though
they are completely different. This can lead to
the Festival of Arts getting lost in the visual-
ly stunning Pageant of the Masters coverage.
Also, there are two other art festivals in the area
at the same time as the festival which divides
overall attendance. Furthermore, the Pageant
of the Masters never reaches full capacity since
audience members are hesitant to buy the top-
tiered seating because they are afraid the view
isn’t as good as it is in the front seats.
With those problems in mind, we have set two
goals for this campaign: Increase attendance to
the Festival of Arts and sell the top-tier seating
at Pageant of the Masters. We will achieve these
by implementing new marketing strategies, tick-
et packages and special events to target the
key publics of OC moms, student artists and lo-
cal businesses. We hope our PR campaign will
reach the goals outlined and inspire everyone to
live creatively.
4. 4
Client Fact Sheet
MISSION
FACILITY
ORGANIZATION
To promote, produce and sponsor events and
activities that encourage the appreciation, study
and performance of the arts.
Overall area of grounds and bowl: 5.6 acres.
Bowl capacity: 2,600. Property owned by City
of Laguna Beach and leased to the festival. City
receives a percentage of festival revenues. The
Festival of Arts is a non-smoking facility.
The Festival of Arts of Laguna Beach is a non-
profit, year-round operation governed by a
board of directors whose nine members serve
without pay. Directors are elected by the mem-
bership (three each year) for three-year terms.
Each year, some 500 volunteers contribute more
than 60,000 hours to the enterprise.
ADMISSION
HOURS
Below are the fees for the various age groups for
both the Festival of Arts and more specifically
the Pageant of the Masters:
Festival Tickets
General Admission (Mon-Fri) - $7
General Admission (Sat-Sun) - $10
Students and Seniors (Mon-Fri) - $4
Students and Seniors (Sat-Sun) - $6
Pageant of the Masters
Weekday Shows - $15-$60
Weekend Shows - $25-$90
Open to the public nightly at 8:30 p.m. from July
8 through August 31, 2015.
VISITORS
Combined, Festival of Arts’ Premier Fine Art
Show and Pageant of the Masters attract more
than 250,000 visitors into Laguna Beach.
VOLUNTEERS
Pageant of the Masters has volunteer cast-mem-
bers to participate in the 2015 summer presen-
tation of “The Pursuit of Happiness.” In addition
to needing volunteers to pose in the pageant,
volunteers are needed for positions in the ward-
robe, make-up and headdress departments, as
well as cast area coordinators and refreshment
servers, among other positions.
PROGRAM
Laguna Beach’s Festival of Arts offers various
programs and events, the most popular of
which is Pageant of the Masters. This specific
event sets Festival of Arts apart from its direct
competitors. The festival itself features exhibi-
tions, art galleries, a Junior Art Exhibit where
K-12 students show off their art, the fundraising
program Art-to-Go (features over 100 donated
pieces and all purchased pieces benefit the Art-
ists Fund), photo galleries, and special events
such as Family Art Day, Art Jazz Wine and Choc-
olate, Jazz on the Green Concert Festival, Festi-
val Runway Series and Sunday in the Park Music
Series.
A 90-minute stage show of “living pictures,”
Pageant of the Masters consists of incredibly
faithful art re-creations of classical and contem-
porary works with real people posing to look
exactly like their counterparts in the original
pieces. The 2015 Pageant of the Masters, “The
Pursuit of Happiness” theme will explore the
many sources of happiness, both ancient and
modern, through the theatrical production of
“living pictures.” Go on a sentimental journey
through depictions of pastimes and activities
that gave people joy long before the instant
gratification of the computer age. Discover art-
ists who found their own answers to the age-old
question, “What makes life worth living?” The
2015 pageant promises to be a breathtaking,
playful and joyous journey in search of the most
mysterious of treasures.
GUEST DEMOGRAPHICS
Based on ticket prices, guests range from chil-
dren 12 and under to seniors. Many guests are
from the local Laguna Beach area, but the fes-
tival attracts people from all over the United
States and even other countries.
5. 5
Executive Summary
CAMPAIGN GOAL
OVERVIEW
CAMPAIGN SLOGAN
KEY PUBLICS
CORE OBJECTIVES
CORE STRATEGIES
The Pageant of the Masters is an annual fes-
tival held by the Festival of Arts located in La-
guna Beach. It is known for its French-inspired
tableaux vivants (aka living pictures of classical
works of art recreated by actors). With a skillful
use of costumes, makeup, lighting, props, and
backdrops, hundreds of people around Califor-
nia are in awe how realistic and professional
each performance is displayed.
For the past 80 years, the Festival of Arts has
offered breathtaking showcases for artists and
art lovers. This prestigious show includes a wide
variety of media such as paintings, photography,
printmaking, sculpture, jewelry, handcrafted
wood, furniture, ceramics, glass and more - all
by 140 of Orange County’s finest artists! Visitors
not only enjoy the exhibits but they also engage
in demonstrations, tours, workshops, live music,
special events and more.
To increase ticket sales and attendance at the
Festival of Arts and to sell the top-tier seating
at the Pageant of the Masters to reach full ca-
pacity.
“Live Creatively”
OC Moms
Student Artists
Local Businesses
Drive the number of ticket sales to sell the
top-tier seating by promoting new packages
Increase the media awareness of the Festival
of Arts and Pageant of the Masters by utilizing
Mom Bloggers, showcasing behind the scenes
efforts and partnering with local businesses
Consolidate the number of programs offered to
target the Key Publics.
The strategies and tactics will focus on reposi-
tioning the non-profit across Orange County
to target specific key publics that we identified
should be engaged. We will emphasize to our
key publics that it is in their self interest to “live
creatively” by engaging with the Festival of Arts
and Pageant of the Masters. We will achieve this
through several new ticket packages, events and
unique communication tactics.
7. 7
Background and Situational Analysis
BACKGROUND
Art is an artifact that is reflective of a society.
Not only does it offer an outlet for individuals
to express themselves through imaginative or
technical skills, but it’s also a way to study the
deeper cultural meanings of a society. Art heals
the spirit and fulfills the basic human instinct for
harmony, balance, and appreciation for beauty
around us.
Festival of Arts and Pageant of the Masters are
two different entities. Festival of Arts is an eight-
week festival where local artists sell juried orig-
inal work. A variety of art classes and activities
are also scheduled throughout the week. The
Pageant of the Masters is the Festival of Arts’
crowning jewel and one of the most unique pro-
ductions in the entire world. The show consists
of a 90-minute performance of “living pictures,”
which are theatrical recreations of classical and
contemporary art pieces. A mixture of actors,
sophisticated lighting, set design and original
score create a memorable presentation audi-
ences have been enjoying since 1932.
These two entities are part of a number of festi-
vals in Laguna Beach. After gaining a reputation
as an art colony, Laguna Beach eventually es-
tablished the Laguna Art Association in 1918 to
promote and support the fine arts. From there,
several art festivals surfaced such as Art-A-Fair
and the Sawdust Festival. Art-A-Fair has a more
sophisticated adult approach out of the bunch.
With a mixture of adult food and beverage op-
tions and exhibits filled with juried works of
125 artists from outside the area, the Sawdust
Festival was founded in 1965 and has become
a counterculture alternative to the Festival of
Arts. Sawdust is the only one that displays non-
jury work. The Festival of Arts holds the title as
the oldest festival out of all of them. The festi-
val was created to attract tourists attending the
1932 Olympics in Los Angeles.
Despite the Festival of Arts/Pageant Masters ex-
periencing its fair share of success, the organiza-
tion is still prone to problems. Crowds success-
fully attend Pageant of the Masters, but there’s
no incentive for people to go solely to the Fes-
tival of Arts. The Festival of Arts does a great
job creating a variety of activities and original
art ready for purchase. It’s a matter of appealing
to the audience and publicizing the festival ex-
ists separately from the Pageant of the Masters.
Another obstacle is having people voluntarily
choose the top-tier seats for the Pageant of the
Masters. The organization wishes to rebrand the
top-tier seating arrangements.
8. 8
FESTIVAL OF ARTS
PAGEANT OF THE MASTERS
If the Festival of Arts does not increase its ticket sales and attendance, then it will be unable to support the
artists it helps. This results in the inability to support the operations of the event.
If the Pageant of the Masters does not sell the top-tier seating, then it will be unable to maximize its production
value and reach the maximum amount of money it can make.
Core Problem and Opportunity
9. 9
Goals and Objectives
GOAL 1
OBJECTIVES
To increase ticket sales and attendance at the Festival of Arts in 2015.
Reach out to 10 summer camps/schools
who will benefit from art education by
July 2015.
Reach out to 10 hotels in Laguna Beach
that could send guests to the Festival of
Arts by June 2015.
Bring attention to the festival through
stunts by attracting media coverage on
three television stations, two newspapers
and one magazine throughout summer
2015.
Consolidate the number of art work-
shops and events by targeting specific
audiences throughout the festival from
July 2015 through August 2015
1
2
3
4
GOAL 2
OBJECTIVES
To sell the top-tier seating at the Pageant of the Masters to reach full capacity.
Re-brand the top-tier seating by June
2015 to fill 100 top-tier seats per perfor-
mance.
Devise three marketing strategies for
each of the target audiences to reach full
capacity at the pageant from June 2015
through August 2015.
Create three top-tier incentives before
the pageant performance from June
2015 through August 2015.
Increase awareness of the pageant with
Orange County families, customers of
Laguna Beach businesses and Orange
County student artists by 50 percent by
September 2015.
1
2
3
4
10. 10
Key Publics
MOMS
of families in Southern California with an interest in art of Laguna Beach businesses
LOCAL CUSTOMERSCOLLEGE STUDENTS
Southern California is very family friendly in
the events and lifestyle it promotes. In fact, the
median household income in Orange County is
$75,000 compared to the national average of
$53,000. Orange County families typically make
more money and spend more money than their
U.S. counterparts. This means they are willing
to spend money on experiences for their fami-
lies and more willing to engage in paying for an
event they can participate in.
This public is important for Festival of Arts and
Pageant of the Masters because they may have
an invested interest in the arts. This age group
is often eager to learn and go the extra mile to
enhance their knowledge in a given topic. Fur-
thermore, all of the art displayed at the festival
is original work, and the pageant is a one-of-a-
kind show. With periodic special events thrown
into this mix, the organization provides various
unique opportunities for college students to
preserve the festival’s mission of preserving art
education.
Local business customers (tourists and locals)
heavily populate hotels and restaurants in
Laguna Beach during the summer months of
Festival of Arts and Pageant of the Masters.
The organization offers the opportunity to
experience the artistic culture that is unique to
Laguna Beach, allowing visitors to explore the
city’s creative atmosphere.
SELF INTEREST
INFLUENTIALS
SELF INTEREST
INFLUENTIALS
INFLUENTIALS
SELF INTEREST
• Looking for summer activities to participate
in
• Drawn to packages or deals to save money
• Enjoy kid-friendly activities
• OC Mom Bloggers
• OC Family + Mom
• Magazine Publications
• Parents
• Community leaders & Educators
• Extra time to kill during the summer
• No shows like this in the area
• Special events + workshops allow skills to
be learned
• Conveniently located in Laguna Beach
• Professors
• Parents
• Peers
• Social media (i.e. Facebook, Twitter, Insta-
gram)
• Local art museums
• Laguna Beach hotels
• Laguna Beach restaurants
• Activities to do in the summer months
• Convenience of the festival location
• Opportunity to purchase one-of-a-kind fine
art and experience a one-of-a-kind pageant
12. 12
SPARK CREATIVITY EXPLORE CREATIVITYSHARE CREATIVITY
Summer is when children are out of school
and need to engage in activities that keep their
minds sharp and contain an educational com-
ponent. The Festival of Arts and Pageant of the
Masters provide much needed exposure to the
arts and provide an experience for families to
have.
The Festival of Arts and Pageant of the Masters
has the ability to provide these experiences for
families, but lack of exposure and awareness
drives down full ticket sales and festival atten-
dance.
Building on the pre-existing structure, art work-
shops, hands-on classes and family packages
can draw OC families into the arts experience,
providing a fun and engaging summer activity
for all. Spark your creativity.
Families can engage in a ton of hands-on arts ac-
tivities allowing their children to be exposed to
arts education. They also will be able to enjoy a
family friendly performance that will captivate
their children and be a platform to explore and
talk about the art scene.
Festival of Arts and Pageant of the Masters pro-
vide an opportunity for students to expand their
artistic knowledge and trigger creative juices to
flow. The convenience of the festival location
right by Laguna Beach is a prime spot for stu-
dents, particularly during the summer months.
The Festival of Arts and Pageant of the Masters
lack exposure and awareness among art stu-
dents, especially outside of the Laguna Beach
area. Also life as an artist is difficult. When
you’re in an artistic rut it’s difficult to feel con-
fident about your contribution to the art world.
It’s quite isolating after spending so much time
in the studio focusing on the same project.
With “Art Talks” every Thursday afternoon in the
summer months when college students are typ-
ically off from school and look for something to
do, it’s the perfect place to go. Special events
and art workshops allow for engaging, hands-on
opportunities. Also, there is no other show in
the area like Pageant of the Masters.
Festival of Arts and Pageant of the Masters are
two entities that celebrate innovative creativ-
ity. Art students will be able to interact with
like-minded people, gain artistic inspiration, and
trigger networking opportunities that will lead
to outside project collaborations.
This audience looks for activities to do in the
summer months. They can look forward to the
exclusivity gained from being a member of the
Festival of Arts and enjoy convenience due to
the Festival location. They also have the oppor-
tunity to purchase one-of-a-kind fine art.
Festival of Arts currently has two huge compet-
itors in the same location, making it harder to
stand out to the local customers. Additionally,
Pageant of the Masters has a big audience, but
it costs extra, which may be offputting. Finally,
these local customers need to be aware that the
festival changes each summer, making it a new
experience.
Festival of Arts relies on the support of local cus-
tomers to continue supporting artists and art
education. By spending summer days enjoying
fine art and the unique Pageant of the Masters,
this audience helps ensure the Festival can con-
tinue for years to come.
Messages
for Moms for College Students for Local Customers
13. 13
STRATEGY 1 STRATEGY 3STRATEGY 2
Create a family-friendly experience at both the
Festival of Arts and Pageant of the Masters to
drive ticket sales and attendance.
Attract and intrigue active participation at Festi-
val of Arts and Pageant of the Masters through
ticket sales by creating an artistic sanctuary for
student artists to mingle, express their creative
expression, and show off their work.
Gain exposure, prestige and recognition with
customers of local businesses of Laguna Beach
to increase attendance at Festival of Arts and
Pageant of the Masters.
Tactics
Tactics
TacticsConsolidated and revised programming
Ticket packages
Mom blogger media event
Press release
Social media improvements
Artist Spotlights
Artists Happy Hour
Social media improvements
Artist Spotlights
Consolidated and revised programming
Ticket packages
Guerrilla stunt
Special promotions
Artist Spotlights
Social media improvements
Consolidated and revised programming
Strategies and Tactics
14. 14
Communication Table
SELF INTERESTS PRIMARY MESSAGE INFLUENTIALS
To have fun family experiences that are both
memorable and budget friendly
To expose their children to an arts education
that they are not receiving in school
To gain artist exposure in Orange County
To bond and meet like-minded people who
are also interested in art
To have a unique artist experience within
Orange County
Activities to do in the summer months
Convenience of the festival location
Opportunity to purchase one-of-a-kind fine
art and experience a one-of-a-kind pageant
Spark Creativity
Share Creativity
Explore Creativity Laguna Beach hotels
Laguna Beach restaurants
Other Orange County families, family, friends,
social circles, classmates of children, blog
viewers (if a mom blogger)
Other artists, like-minded peers, campus
peers, social circles, art followers
COLLEGE STUDENTS
LOCAL CUSTOMERS
MOMS
15. 15
OBJECTIVES STRATEGIES TACTICS
Fill the top level of seating with families
during the Pageant of the Masters
Draw in families to boost attendance during
Festival of Arts
Unite and increase attendance of student art-
ists with the common goal of bringing them
to the Pageant of the Masters and Festival of
Arts
Reach out to local businesses to promote Fes-
tival of Arts Pageant of the Masters to reach
local customers
Create a family friendly experience at both
the Festival of Arts and Pageant of the Mas-
ters that will drive ticket sales and attendance.
Attract and intrigue active participation at
Festival of Arts and Pageant of the Masters
through ticket sales by creating an artistic
sanctuary for artists to mingle, express their
creative expression and show off their work.
Gain exposure, prestige and recognition with
customers of local businesses of Laguna
Beach to increase attendance at Festival of
Arts and Pageant of the Masters.
Guerrilla stunt
Special promotions
Artist Spotlights
Social media improvements
Consolidated and revised programming
Consolidated and revised programming
Ticket packages
Mom blogger Media Event
Press release
Social media improvements
Artist Spotlights
Artists Happy Hour
Social media improvements
Artist Spotlights
Consolidated and revised programming
Ticket packages
COLLEGE STUDENTS
LOCAL CUSTOMERS
MOMS
16. 16
Calendar
MAY
AUGUST
JUNE
SEPTEMBER
JULY
• Follow up to special media events, man-
age RSVPS
• Distribute local business advertisers for
bill discounts
• Distribute candies with wrappers to local
hotels
• Promotion of Artists Happy Hour in tar-
geted media outlets
• Solicit food and wine donations for Artists
Happy Hour
• Artists Happy Hour every week on Thurs-
day
• Social media posts highlighting the festi-
val
• Family Nights every Monday – Weds (in-
cludes character meet and greets)
• Social media posts highlighting the festi-
val
• Promotional marketing in place for local
business and hotels
• Host OC Summer Camps during Festival of
Arts
• Social media posts highlighting the festi-
val artists and behind the scenes of Pag-
eant of the Masters
• Media preview nights for Press + Mom
Bloggers, thank you note to follow
• Promotional marketing in place for local
business and hotels
• Promotion of Artists Happy Hour in tar-
geted media outlets
• Guerrilla marketing for one week high-
lighting Festival of Arts Pageant of the
Masters
• Thank you note to all attendees, and sum-
mer camps invitation to join newsletter
• Recap the overall ticket sales of packages
and seats for Pageant of the Masters to
see if the goal was obtained
• Recap of strategies: What went well?
What didn’t?
• Analyze media coverage, ticket sales and
attendance patterns
• Send email surveys about consolidation
of workshops during Festival of Arts
• Check in with artists who participated
in Festival of Arts to get their views and
opinions about this year’s event
• Social media posts highlighting the festi-
val
• Family Nights every Mon – Weds (includes
character meet and greets)
• Artists Happy Hour every week on Thurs-
day
• Promotional marketing in place for local
business and hotels
• Host OC Summer Camps during Festival of
Arts
17. 17
Budget
COST PER UNIT TOTAL COST ESTIMATEQUANTITYITEM DESCRIPTION
Artists Happy Hour - Drinks 40-50 servings, 1x a week $2.50 per serving $100 per Happy Hour
Artists Happy Hour - Live Music 1x a week ~$100 TBD based on the booking
Character Meet and Greet 2-3 characters $0.00 (volunteers) $0.00 (volunteers)
Guerrilla Advertising 5-6 characters $0.00 (volunteers) $0.00 (volunteers)
Local Business Bill Inserts (5”x7”) 1,000-2,500 inserts $.40 per unit $400 (for 1,000)
Press Events - Snacks and Drinks For 40-50 people, 2x $150 $300
Artist Spotlight Video Series 2-3 spotlights $0.00 $0.00
Hotel Room Chocolates 5,000 labels $.31 $1,550
Artists Happy Hour - Cheese and
Crackers
Artist Happy Hour - Servers and
Bartender
3-4 servers, 1 bartender,
1x a week
$35 per person for 1 hour TBD based on amount of servers
2.5 platters, 1x a week $15 per platter $75 per Happy Hour
Press Events - Artists to act out
tableaus
20 characters, 2x $0.00 (volunteers) $0.00 (volunteers)
Media Pitch and Special Events
Alert
Targeted mailing list $0.00 via email $0.00 via email
TOTAL BUDGET ~ $5,010
18. 18
Evaluation Criteria and Tactics
GOAL 1
OBJECTIVE 1
OBJECTIVE 2
EVALUATION
EVALUATION
To increase ticket sales and attendance at the Festival of Arts in 2015.
Reach out to ten summer camps/schools
who will benefit from art education by
June 2015.
Reach out to 10 hotels in Laguna Beach
that could send guests to the Festival of
Arts by June 2015.
• Track media coverage for Festival of
Arts in local Orange County publi-
cations and blogs by the end of the
festival in August 2015.
• Evaluate the number of mentions and
conversations on social media by the
end of the festival in August 2015.
• Track and evaluate the ticket sales of
the 2015 Festival of Arts and compare
to ticket sales of previous summers.
OBJECTIVE 3 OBJECTIVE 4
EVALUATION
EVALUATION
Bring attention to the festival through
stunts by attracting media coverage on
three television stations, two newspapers
and one magazine throughout summer
2015.
Consolidate the number of art work-
shops and events by targeting specific
audiences throughout the festival from
July 2015 through August 2015.
• Track media coverage for Festival of
Arts, including press clippings and
feature stories that mention stunts,
by the end of August 2015
• Track conversation surrounding the
media coverage of Festival of Arts
through platforms including social
media (views, likes, shares, etc.) and
online news sources by the end of
August 2015
• Send email surveys following work-
shops and events to receive feedback
on the consolidation.
• Track attendance at each event and
workshop to measure which were
the most successful by the end of the
festival in August 2015.
19. 19
GOAL 2
OBJECTIVE 1
OBJECTIVE 2
EVALUATION
EVALUATION
To sell the top-tier seating at the Pageant of the Masters to reach full capacity.
Re-brand the top-tier seating by July
2015 to fill 100 top-tier seats per perfor-
mance.
Devise three marketing strategies for
each of the target audiences to reach full
capacity at the pageant from June 2015
through August 2015.
• Track media coverage for Festival of
Arts in local Orange County publi-
cations and blogs by the end of the
festival in August 2015.
• Evaluate the number of mentions and
conversations on social media by the
end of the festival in August 2015.
• Track and evaluate the ticket sales of
the 2015 Festival of Arts and compare
to ticket sales of previous summers.
OBJECTIVE 3 OBJECTIVE 4
EVALUATION
EVALUATION
Create three top-tier incentives before
the pageant performance from June
2015 through August 2015.
Increase awareness of the pageant with
Orange County families, Laguna Beach
residents and businesses and Orange
County student artists by 50 percent by
September 2015.
• Track media coverage for Festival of
Arts, including press clippings and
feature stories that mention stunts,
by the end of August 2015
• Track conversation surrounding the
media coverage of Festival of Arts
through platforms including social
media (views, likes, shares, etc.) and
online news sources by the end of
August 2015
• Send email surveys following work-
shops and events to receive feedback
on the consolidation.
• Track attendance at each event and
workshop to measure which were
the most successful by the end of the
festival in August 2015.
21. 21
Press Release / Artists Happy Hour
LAGUNA BEACH, California —With Pageant of the Masters’ new student artists ticket package, young
artists are invited to Festival of Arts’ Artists Happy Hour every Thursday night during the summer two
hours before the Pageant of the Masters performance.
This add-on to the Festival of Arts schedule is part of the Live Creatively campaign. With the desire to
attract a younger artist demographic and build an inviting, inspiring environment, Festival of Arts is a
prime destination for young artists to connect with like-minded people and expose themselves to the
Laguna Beach art community.
“The Festival of Arts and Pageant of the Masters opens students’ eyes to endless possibilities and
knowledge about art, especially with the addition of the Artists Happy Hour,” says Fred Sattler, presi-
dent of the board of directors of the Festival of Arts.
The Artists Happy Hour will offer a variety of wines and cheeses. Craft beer from local breweries will
also be provided, in addition to mocktails for those under 21-years-old. Students will have the opportu-
nity to participate in a pursuit of happiness-themed art competition, following this year’s theme, where
participants can share their creativity. This offers attendees an opportunity to interact with other young
artists while also celebrating their work. Winners will be showcased throughout the summer at the
Festival of Arts.
###
FESTIVAL OF ARTS INTRODUCES ‘ARTISTS HAPPY HOUR’ THIS SUMMER
Contact:
Astrid Martin
Public Relations Specialist
prdept@foapom.com
812-972-9898
FOR IMMEDIATE RELEASE
May 31, 2015
Educating a young artist generation is key for
both the survival of the art community and the
Festival of Arts. To compliment the student art-
ist discount package, the Artists Happy Hour
offers a destination where young artists can in-
teract with like-minded people. The event will
take place on Thursday nights, hours before the
Pageant of the Masters showing. The following
will be provided:
• Cheese, wine and craft beer from local brew-
eries for those 21+ and mocktails for anyone
under 21
• ‘The Pursuit of Happiness’ friendly art
contest
• A variety of other activities (poetry circle
performance, paint balloon darts, jazz per-
formances, etc.)
• Behind-the-scenes tour of Pageant of the
Masters
ARTISTS HAPPY HOUR
23. 23
Media Alert / Media Events
WHO: The Pageant of the Masters and Festival of Arts
WHAT: Mom bloggers are invited to attend an exclusive preview day of the new family offerings at this
year’s Pageant of the Masters and Festival of Arts. They will enjoy exclusive behind-the-scenes access to
the props, costumes, makeup and activities that are family friendly.
WHERE: The event will take place of the grounds of the festival located at 650 Laguna Canyon Rd, Lagu-
na Beach, CA 92651. Parking will be clearly marked for the event and is free.
WHEN: Sunday, June 7th at 2:00 pm. Light refreshments and beverages will be served before and after
the tour. There will be a 30-minute press conference at the conclusion of the tour.
WHY: Spark creativity in your family this summer at the Pageant of the Masters and Festival of Arts.
Located right in your own backyard, this family and budget friendly event is sure to be a hit with all
members. Family packages and special events guarantee your family will make memories that will last a
lifetime.
FESTIVAL OF ARTS PAGEANT OF THE MASTERS WELCOMES MOM BLOGGERS
TO EXCLUSIVE PREVIEW NIGHT
MEDIA ALERT
Contact:
Liz Quick
Public Relations Specialist
prdept@foapom.com
812-972-9898
FOR IMMEDIATE RELEASE
Through research, it is clear that OC Families play
a heavy role in the consuming of events across
the OC. The Mom Blogger Media Event was de-
signed to invite Mom Bloggers and their children
across Orange County to learn about the new
Family Packages that will be implemented. They
will enjoy exclusive access to props, costumes,
makeups and hands on arts and crafts that are
family friendly.
The family packages include four tickets to the
Festival of Arts at a discounted price. Included
in the ticket is also an invitation to a character
meet and greet happening during the Festival
of Arts. This meet and greet allows children to
meet characters in full costume and makeup
that will be in the Pageant of the Masters. It
is our hope that these new packages, and the
word of mouth of the Mom Bloggers, will drive
the sales of top-tier seating and the attendance
of the Festival of Arts.
MOM BLOGGER MEDIA EVENT
24. 24
Festival of Arts / Pageant of the Masters
May 1, 2015
Like • Comment • Share
Every artist has a story to tell! Follow our Artist Video Series - this week we’re
featuring photographer Rick Graves!
Festival of Arts / Pageant of the Masters
April 30, 2015
Ever wondered how much work goes into creating each scene for Pageant of the
Masters? We’ll take you #BehindtheScenes!
ABOUT
(949) 497-6582
650 Laguna Canyon Road
Laguna Beach, California 92651
Every summer the Festival of Arts produces
the Festival of Arts Fine Art Show and
Pageant of the Masters, where art comes to
life!
http://www.foapom.com/
PHOTOS
VIDEOS
Artist Spotlights
Every artist has his or her own story. The prob-
lem is that most people don’t know it. With
two-minute long personal narratives, audiences
will be able to relate to and engage with the art-
ists, encouraging them to go to the Festival of
Arts.
Videos will be shot in the artists’ natural, per-
sonal spaces (i.e. personal art studios). Once
complete, they will be posted on the Festival of
Arts’ website in a special section for the artists.
We will also create a YouTube channel for the
festival and post the videos on there as well.
Then, they will be linked to on the festival’s so-
cial media pages (i.e. Facebook, Twitter, Insta-
gram).
Several artists from our focus groups expressed
interest in working on this project.
VIDEO SERIES
26. 26
Guerrilla Stunt
The guerrilla stunt around Orange County will
rely heavily on word of mouth and social media
to get its point across.
For one week, guerrilla marketing for both the
Festival of Arts and Pageant of the Masters will
strike popular places. Ideal times to do these
pop up events are the lunch hour (12-1 p.m.)
and dinner hour (6-7 p.m.), in order to capital-
ize on the most heavy foot traffic. Sample place
ideas include: Orange Circle, Downtown Fuller-
ton, Huntington Beach, Newport Beach, Irvine
Spectrum, Fashion Island, etc.
The guerrilla marketing crew will roll up to these
locations in full hair and makeup and without
saying a word stand still in their designated pos-
es. The only thing they will have indicating what
they are doing is a sign with #foapom. Viewers
will not only take pictures, they will use this
hashtag to look up what it is. That is why in the
weeks leading up to and week of the campaign,
the Festival of Arts and Pageant of the Masters
must have a very active social media presence
and use of this hashtag. This marketing tech-
nique can also be applied to the Festival of Arts
ticket sales and attendance but instead of pos-
ing in tableaus, utilizing more art centric work
like sketch artists, painters, etc. Once the allot-
ted time of 30-45 minutes has finished, the art-
ists will leave without saying a word.
POP UP ART
28. 28
Special Promotions / Program Consolidation
As a weeklong promotion, customized chocolate
kisses will be placed on hotel guests’ pillows.
Guests will be graced with a range between
10-25 precent-off coupon on the bottom of the
kisses as an opportunity to attract visitors to the
Pageant of the Masters and Festival of Arts. To
manage costs, five hotels will be chosen to par-
ticipate in this promotion.
Additionally, we recommend partnering with lo-
cal restaurants to place coupons for “Dinner and
a Pageant.” These coupons will be on custom-
ers’ final bills, offering them a discount to the
Pageant of the Masters.
The Festival of Arts struggles in comparison to
the attendance of the Pageant of the Masters.
One way that we could change this fact is to
consolidate the program offerings and include
new programs to target our key publics of OC
Moms, local customers and student artists.
Glancing at what is offered the Festival of Arts
currently overwhelms with its options. Week-
days are filled with two a day offerings for “Youth
Arts”, while adult and teen art workshops sprin-
kle the whole weekend. Our suggestion is to
cut back on the programs offered as well as add
new ones.
The Youth Arts Classes should be offered only
once a day and closer to the Pageant of the Mas-
ters start time. Since the new family packages
will be offered with a ticket to a character meet
and greet, the suggestion is to have the art class
and meet and greet back to back. We suggest
the class should start at around 3:30 p.m., with
the meet and greet at 4:30 p.m., which will leave
ample time for families to explore the art exhib-
its before the show. Furthermore, the youth arts
should be renamed “Kids Crafts” to be more ap-
pealing to families who look at the schedule.
Building on that, the Kids Crafts should only be
offered Mondays - Wednesdays since that is
when we are targeting families to come.
Thursdays should be completely revised to
target our key public of student artists. There
should be the Art Talks happening as well as the
Artists Happy Hour. This will draw in the student
artist demographic and work in conjunction
with the student packages that will be offered.
Friday through Sunday should target the key
demographic of locals. These are people who
frequent the shops, business and restaurants
around the Laguna Beach area. By offering the
Wine and Jazz Night on Friday, it will appeal to
the demographic we are trying to reach. It also
provides them with an activity to do before the
Pageant of the Masters, drawing them into the
festival.
Finally, we recommend that the Sundays stay
the same with the “Afternoon in the Park” ac-
tivities since it will draw both OC Families and
locals into the festival.
HOTEL CHOCOLATES
DINNER AND A PAGEANT
CONSOLIDATING AND REVISING
29. 29
Top-Tiered Seating Ticket Packages
A family four pack of tickets will be available for
purchase at a discounted rate that is 10 percent
cheaper per ticket. Exclusively with this package,
families will have the opportunity to experience
the following deals:
• Meet-and-greet with characters from the
pageant two hours before the show
• “How to” sessions at Festival of Arts where
kids can get a behind-the-scenes look at
how the makeup and costuming are done
for the pageant
• Kid-friendly, hands-on workshops at Festival
of Arts, including water coloring, cartooning
and sculpting
With the goal of inviting younger artists to the
festival, the Student Artists Package will offer
tickets discounted at 15 percent off. This ticket
purchase will give students access to the world
the Festival of Arts has to offer with these exclu-
sive experiences:
• Artists Happy Hour - a cheese and wine so-
cial with Pageant of the Masters artists and
performers two hours before the pageant
• Pageant of the Masters backstage access
tour Thursday afternoon
• Art competition reflecting the 2015 theme,
“Pursuit of Happiness,” where finalists’ work
will be displayed at the Festival of Arts
Customers of Laguna Beach hotels and restau-
rants will be offered tickets at a discounted rate
ranging from 10 to 25 percent off the regular
price, depending on coupons found in:
• Chocolate kisses left in hotel rooms
• Cards inserted in restaurant checks at the
end of a purchase
MONDAYS-WEDNESDAYS: OC FAMILIES THURSDAYS: COLLEGE STUDENTS FRIDAYS-SUNDAYS: LOCAL CUSTOMERS
31. 31
Initial Key Publics / Original Research - Surveys
The survey of 40 college students ages 18 to
22-years-old held three primary goals: to under-
stand the perception of arts festivals, to find out
what incentivizes students to attend arts fes-
tivals and to gage the awareness of Festival of
Arts and Pageant of the Masters.
When respondents were asked to describe their
perception ofartsfestivals in oneword,common
answers were: creativity, inspiring, cultural, bor-
ing, hipster, variety, crafty, colors, sophisticated,
nauseating, fun, intriguing, diverse, quirky and
interesting. While most of these words have a
positive connotation, it’s important to note the
negative perceptions and consider how to per-
suade students otherwise.
On a scale of one to five, one being the least and
five being the most, the average interest level
in attending arts festivals is 3.15. With 37.5 per-
cent of respondents ranking their interest level
at a three and 35 percent of respondents rank-
ing their interest level at a four, it’s evident that
a large percentage of students have some level
of interest in arts festivals overall, so it’s import-
ant to recognize what specifically draws them in.
With the option to select more than one answer,
80 percent of students said that free food and
drinks would motivate them to attend an art
show and 70 percent of students said that ticket
deals or special pricing would motivate them to
attend. Under the “other” option, respondents
said they’d attend “if I can relate to the work”
and if there are “good artists/performers.” This
is one of the most helpful findings of this survey
and this information will be used in the creation
of student promotions and initiatives.
When asked what the best way is to find out
that an event is happening, 90 percent of re-
spondents said via Facebook/social media. This
illustrates that the campaign will have to reach
students via digital platforms.
62.5 percent of respondents said they’d be most
likely to attend an arts festival during the sum-
mer on a weekend afternoon, 20 percent they’d
be likely to attend on a weekend evening, 12.5
percent said they’d be likely to attend on a week-
day evening and 5 percent said they’d be likely
to attend on a weekday afternoon. Because of
this, the campaign will either need to imple-
ment tactics for students during their preferred
times or do something different with strong rea-
soning to persuade them otherwise.
Another primary message of the campaign
should also focus on awareness of Festival of
Arts and Pageant of the Masters. Only seven
respondents (17.5 percent) said they have ever
attended any of the three arts festivals in Lagu-
na Beach, and of these seven, only three have
ever attended Festival of Arts. therefore, name
recognition should be a goal of this campaign.
Festival of Arts and Pageant of the Masters need
to have higher recognition, especially over the
Sawdust Festival and Art-A-Fair in Laguna Beach.
SURVEY OF 40 COLLEGE STUDENTS AGES 18 to 22-YEARS-OLD
• Families in Laguna Beach
• Past, present and potential artists at Festival
• Hotel owners/guests in Laguna Beach
• Restaurant and owners in Laguna Beach
• Shop owners in Laguna Beach
• Current and potential sponsors
• Current and potential donors
• Past, present and potential volunteers
• Current Festival of Arts members
• Laguna Beach locals/Neighboring cities
• California residents
• U.S. tourists out of California
• International tourists
• Resource providers/Vendors at festival
• Employees of festival
• Art enthusiasts - traveling to various festivals
• College students with interest in art
• Members of art museums
PRELIMINARY IDENTIFICATION OF PUBLICS
32. 32
Original Research - Focus Groups
Interesting personalities participated in the fo-
cus group with a variety of artists from the Fes-
tival of Arts, all of which live in Laguna Beach:
Shelley is a fiber artist who uses any item she
can get her hands on to create 3-D mixed media
sculptures. As a Festival of Arts participant for
24 years, she’s still enjoys the experience. Not
only has she developed a wonderful community
of artist friends, but she also enjoys how inex-
pensive it is to showcase her work. Unlike oth-
er art shows, the festival has a consistent eight
weeks where she can show of her work.
Rick is a highly competitive photographer, who
built a camera that uses a roll of film to make
one picture. This process uses math formulas
to move film at the correct speed to capture a
moving subject. That way the subject maintains
its sharpness while the background blurs. This
art form is viewed more like a hobby to Rick. His
career is a short and documentary filmmaker.
Rob is another photographer who actually used
to be Rick’s professor. Just like Rick he also par-
ticipates at the Festival of Arts as a hobby while
his professional endeavors are in advertising as
a commercial filmmaker.
Creative collaboration never looked more inter-
esting and beautiful than the work Stephanie
and Betty present every year at the Festival of
Arts. Stephanie is a landscape painter and Bet-
ty is a figure painter, but together they make
canvas art masterpieces that not only attract
crowds at the festival, but also the entertain-
ment world. Many pieces of their work have
been displayed in movies such as The Proposal
and The Last Song. This 15-year-old friendship
didn’t collaborate until nine years ago when Bet-
ty approached Stephanie and insisted to com-
bine their talents into one canvas piece. Their
intriguing duet-process has no restrictions on
theme before combining their work. Stephanie
and Betty’s collaborative work has been show-
cased at the Festival of Arts for seven years. As
pioneers in the collaboration art section of the
festival, the two close friends still look forward
painting together every time.
These individuals were chosen because they are
great examples of the diversity of artists found
in the festival as well as the strong communi-
ty that each one has created. They each have
known each other for years. This close connec-
tion was demonstrated through their entertain-
ing and free flowing discussion with one anoth-
er in the conference room of the Festival of Arts.
Giggles flared and enthusiasm was present. The
passion of their work and relationships filled the
atmosphere.
FOCUS GROUP OF 5 FESTIVAL ARTISTS
33. 33
Original Research - In-Person Interviews
Lindsay provided a great insight into the per-
spective of a young working professional. Since
this demographic is more likely to go out and
spend their money, this could be a key target
audience for our PR campaign. She brought up
some great points to keep in mind. She mentions
she gets about 90 percent of her event news via
Facebook. This means having an active Face-
book presence and events can hook in young-
er participants for the pageant and festival. She
also stated that deals and promotions are key
to getting her to spend her money. She said she
loves either a certain percentage off, perks with
what you buy, or buy one get one free deals.
The takeaways from her interviews show us that
deals are crucial to securing young buyers and
Facebook promotions play a defining role in so-
liciting them.
Grace has been living in the Laguna Beach area
for 15 years so she was very familiar with what
the Festival of Arts and Pageant of the Masters
was. She said she has been a few times but
only really vividly remembered the Pageant, as
art shows “weren’t really her thing”. She says
during the months of the pageant, it’s her fa-
vorite time because of the surge of tourists and
visitors in her hometown of Laguna Beach. She
suggested some sort of promotion for locals like
some sort of dinner deal since she eats out a lot.
She thought it would be cool to see a promo-
tion for the festival inside local Laguna Beach
stores. Both her suggestions are great ideas to
tie together local businesses and residents to
the Pageant of the Masters and Festival of Arts.
Michelle is a busy stay-at-home mom with two
young kids in the Irvine schools. She said sum-
mer is a very stressful time for her because she
is constantly looking for ways to entertain her
students since school is out. We had a long talk
about her feelings about education, and she
mentioned that she was saddened that arts ed-
ucation had been cut in public schools across
America. She said a lot of the activities she does
at home involve some sort of craft to keep her
kids practicing and experiencing art. We ex-
plained to her all about the Festival of Arts and
Pageant of the Masters. She said the pageant is
definitely something she would take her kids to
and know they would love. She also said the fes-
tival seemed a little too “old” for her children
and she would only take them if there was some
sort of activity or event for them to enjoy. This
suggestion could be a great way to get OC fami-
lies involved in the Festival of Arts.
LINDSAY DURNIAK GRACE NEARY MICHELLE LUNA
23, young working professional 47, Laguna Beach resident 36, Irvine mom with two young kids
34. 34
Original Research - Client Interview
Festival of Arts is a nonprofit organization whose
mission is to support the arts and arts educa-
tion. It is a place for artists to sell their wares
and keep the entirety of the sales. Some artists
have showcased for 50 years, while others will
be participating for the first time. The organiza-
tion also gives scholarships to local high school
students and art organizations, and hosts a per-
manent art collection that is showcased in dif-
ferent exhibits.
The festival grounds are currently undergoing a
major building project. The front facade is be-
ing updated, and this will result in an overall re-
branding of the Festival of Arts (logo, style, etc.).
The new facade will reflect the canyon setting
and include recycled materials, wood and met-
al. The old facade was up for about 17 years.
FESTIVAL CURRENT SITUATION
For the Festival of Arts, the main challenge lies
in weekday attendance. The weekends and
weeknights are always packed. The organization
has worked to improve attendance by includ-
ing art activities and workshops during the day.
These include free printmaking in the art center,
mixed media and ceramics workshops, art talks,
a full schedule of paid classes for children and
art tours.
We hope to answer the question: Who would
benefit from learning more about art? The Festi-
val of Arts certainly hopes to attract people with
purchasing power, but also people that can ben-
efit from the art education, like students. This
holds true to the festival’s mission of supporting
art education.
The Festival of Arts also needs more press cov-
erage, specifically on artists and grounds events.
PAGEANT CURRENT SITUATION
The Pageant of the Masters gets plenty of press.
It is covered locally, nationally and even inter-
nationally. It was even featured on Somebody’s
Gotta Do It with Mike Rowe on CNN.
For the Pageant of the Masters, the main chal-
lenge is getting people to purchase upper tier
seating. This is the cheapest seating, but it is
also the farthest from the stage. The amphithe-
ater sits roughly 2600 people, and the organiza-
tion would love to see a full house each night.
Attendance is not an issue though. Pageant of
the Masters sees around 250,000 attendees
each summer.
COMPETITIVE LANDSCAPE
Sawdust and Art-A-Fair are direct competitors in
Laguna Beach - in fact, both of these festivals
take place right across the street from the Fes-
tival of Arts. In contrast to the Festival of Arts,
Sawdust and Art-A-Fair don’t require artists to
showcase original artwork. These festivals allow
reproductions, which causes sales to be much
cheaper. The Festival of Arts includes only orig-
inal fine art.
Sawdust only allows Laguna Beach residents to
hold a booth. The process is non jurying; art-
ists that want a booth get one if they ask ear-
ly enough. Additionally, the festival prices are
more expensive than the Festival of Arts. The
audience skews younger, and Sawdust includes
a summer and winter show with year-round art
classes.
Art-A-Fair, which is an international show, is also
more expensive than the Festival of Arts (almost
6x!). It allows reproductions, and the organiza-
tion takes 20 percent of artist sales.
Festival of Arts is the cheapest for artists.
TARGET AUDIENCE
For the Pageant of the Masters, the audience
skews older, primarily between ages 45-55.
However, attendees cover both extremes. Mem-
bers have been members for 30+ years.
The organization doesn’t currently track who
comes into the art show, and therefore keeps its
target audience extremely broad. We can work
to narrow this down.
Both the festival and pageant tend to attract lo-
cal hotel guests as well.
OTHER CONSIDERATIONS
Due to the timeline of our campaign versus the
festival, we can include short-term and long-
35. 35
term ideas on our PR plan. This allows us to
share ideas that can be used this summer, as
well as ones that may require more planning for
future summers.
While social media is well-managed now, it can
grow through better incorporating the pageant
theme. Twitter and Instagram don’t have as big
of an audience as Facebook yet, and the organi-
zation is playing around with Pinterest. A chal-
lenge is that some of the festival artists don’t
necessarily feel comfortable with having their
art posted on social media. However, using the
stories of the artists could drive attendance. Ad-
ditionally, both events could benefit from more
Internet presence overall (ex: ABC 7-day Plan-
ner). The organization already does calendar
listings and uses social media, but is curious to
know what else is out there.
Pageant of the Masters has a new theme every
year. This year it is “Pursuit of Happiness.” The
Festival of Arts sometimes picks up the theme
via artists incorporating it into their work, but
not with strength. The theme could help tie
these two together without causing confusion.
Advertising of the two events used to be joint,
but it created confusing messaging and people
were unaware you could choose one event to
attend. Now, the two are only combined in spe-
cific situations, like to save money in print ads by
creating a split page ad.
The three Laguna Beach art festivals offer a
Passport to the Arts. This allows people to at-
tend all three festivals, all summer long, for only
$23. These types of promotions can help drive
attendance.
36. 36
Trend Research
Orange County has two different types of art
shows: annual art shows and ongoing art shows.
Some of the most well-known annual art shows
are Pageant of the Masters from July through
September, Sawdust Festival from June through
September and Art-A-Fair from June through
August, all located in Laguna Beach.
In October, the Newport Beach Arts Foundation
holds its annual “Art in the Park” fine arts and
crafts fair, and in the same month in Fullerton,
“A Night in Fullerton” offers free music, art,
drama and dance programs at several locations
throughout the city. From November through
December, one can find over 130 artists with
original arts and crafts, artist’s demonstrations
and hands-on workshops at the Sawdust Winter
Fantasy in Laguna Beach. Furthermore, some of
the most well-known ongoing art shows are Art
Walk in Huntington Beach on the third Thursday
of every month, Artists Village Art Walk in Santa
Ana on the first Saturday of every month and Art
Walk in Laguna Beach on the first Thursday of
every month.
There are three main fundraising trends in the
arts. The first is corporate sponsorships. Many
businesses help fund local art events in the Or-
ange County area. For instance, Wells Fargo, the
Orange County Register and The Ritz-Carlton La-
guna Niguel are just a few companies that spon-
sored the 2014 Festival of Arts and Pageant of
the Masters in Laguna Beach. The second trend
is an individual philanthropic donation toward
funds to help local artists. For example, the Saw-
dust Art Festival in Laguna Beach has the Art-
ists’ Benevolence Fund which raises money for
artists who have “suffered a catastrophic event,
making them unable to work.” The third trend is
an arts council to help the advancement of the
arts. Arts Orange County is a perfect example
of this; it raises money from membership dues,
fundraising efforts, grants and contributions
from foundations, corporations and individuals.
their passions and pursuits.”
When it comes to PR content, the festivals con-
sistently promote their longevity (Ex. “48th an-
nual festival”), featured artists, or special events
throughout the festival. Though the exact con-
tent changes from festival to festival, these
are the topics that are often focused on. Many
festivals also announce artist awards and have
online festival stores. It’s pretty easy to find the
press section of the websites, and this section
tends to include history, quick facts, press re-
leases and photos.
ORANGE COUNTY ART FESTIVALS
Arts festivals in California often include art of
all sorts: fine art, design, textile, photography,
performance art, etc. Common features include
artist exhibits, classes and live entertainment.
Most art festivals have similar goals of promot-
ing and supporting community arts and in some
way donate the money made from the event.
A major trend noticed was festival workshops or
classes. These are used to incentivize people to
attend festivals, encouraging people to actively
participate in the festival, rather than just ob-
serve and leave. As stated by Eventbrite, “Con-
sumers [are] enjoying greater choice and variety
in everything from food to travel to on-demand
entertainment [and] are increasingly expecting
and demanding events that more closely match
All across America arts programs at schools have
been cut, and arts attendance at “benchmark
arts activities” (jazz events, classical music per-
formances, opera, musical plays, plays, ballet)
has been on a steady decline since 1992. In that
year, 41 percent of adults attended at least one
art activity a year. In 2012, only 33 percent at-
tended. Furthermore, 73 percent of arts attend-
ees said their main reason for going to an arts
event was to socialize with family and friends.
In the United States, people who call them-
selves middle class were most likely to attend
art events than those who identified themselves
as working class. According to the National En-
dowment for the Arts, museum and gallery at-
tendance has been hit the heaviest. In terms of
CALIFORNIA ART FESTIVALS NATIONAL ART FESTIVALS
37. 37
audience size, art museums and galleries have
lost about eight million visitors since its peak.
Arts and education have been hit extremely hard
with budget cuts in public schools and shifts in
university degrees. States across the U.S. have
seen drastic budget cuts in public education. In
Pennsylvania, $1 billion was cut from arts and
social sciences programs across the state. Chi-
cago laid off 1000 teachers when it decided to
close 50 schools and a majority of them taught
art and music. In the university level, fewer stu-
dents are majoring in liberal arts degrees. En-
glish degrees accounted for almost eight per-
cent of degrees in 1971, but had sunk to four
percent by 2002; history degreed had five per-
cent back then but now gets only two percent.
Even as globalization has exploded, the number
of degrees in foreign languages and literatures
has been cut in half, from 2.4 percent to 1.2 per-
cent.
natives and corporations excited to poor funds
in. Another trick that proved effective was the
idea of organizing parties, events that guaran-
tee a memorable experience. In addition to this,
social media and an organized site for the Greek
Art Festival were successful in consistently ex-
posing fans to their programs and activities. This
offers a chance for the festival to continue main-
taining and growing their fan base even when
the festival is in hiatus.
Exploring international festivals, the goal was
to figure out why people are attracted to the
programs over the commercial events in pro-
claimed art festivals . In festivals found in Ven-
ice, Scotland and New Haven, art is a defining
factor for the community. Not only do they
have easy access to essential resources (world-
class performers, costumes, makeup, etc.), but
the festivals have become part of the nation’s/
state’s identity. This invites crowds of tourists,
INTERNATIONAL ART FESTIVALS
38. 38
Competitive Literature Analysis
WEBSITE
The Festival of Arts/Pageant of the Masters’
website goes with the theme of old school art.
With classic, elegant fonts and rotating imag-
es on the home page, it has a nice, clean look.
However, once viewers try to find information
they need, it can get a bit complicated. First off,
there are way too many options on the drop-
down menus. This can be overwhelming and
deter people from exploring the site. Also, when
you hover over ‘Pageant of the Masters,’ ‘about
the pageant’ is the fourth option down, and the
first option is to ‘buy tickets’. The ‘about’ page
should be first on the list, because why would
anyone want to buy tickets to something if they
don’t even know what it is?
The ‘news’ tab on the website, however, is very
well done. With press releases and materials,
photos and contact information readily avail-
able, it shows that Festival of Arts has strong
professionalism and good communication with
the media. Another positive aspect of the web-
site is its use of videos. In this day in age, people
gravitate more toward visual elements such as
photos and videos over large amounts of text,
so this is a plus for the non-profit and a great
way to show rather than simply tell.
While the overall use of images and videos is
generally positive, the one big negative is the
FESTIVAL OF ARTS PAGEANT OF THE
MASTERS company logo. It’s an awful lot of text in a tiny
little circle and it is very difficult to read. It’s also
hard to understand what the image inside is
and how it correlates to the Festival of Arts, and
more specifically, Pageant of the Masters.
SOCIAL MEDIA
On the top right of the website, one can find
several social media widgets. It’s great that
these are on the site, but they could be bigger
and more present on the page.
As previously mentioned, the use of images is
significantly important in this day in age, and
studies show that Instagram is becoming wildly
popular, especially among millennials. Howev-
er, this platform has the lowest engagement for
the Festival of Arts with only 260 followers. It
doesn’t help that there hasn’t been a post since
December 2014. The non-profit posts about
once a month, if that, so the followers aren’t en-
gaged. It’s important to realize that just because
the festival isn’t happening doesn’t mean that
there shouldn’t be frequent posts.
Some ideas that the Festival of Arts could do is
have a post of an artist next to his/her piece,
post about previous years and post about what
people can expect at the upcoming pageant.
The Festival of Arts/Pageant of the Masters
Facebook page has over 25,000 likes and over
45,000 visits, which is great for the organization.
Posts are frequent and engaging, which keeps
its audience coming back to the page. They in-
clude ‘Wednesday wisdom,’ ‘TBT’ and shared
photos about the audition process.
On the downside, the title name for the page is
very long and can make people confused as to
the differentiation between the Festival of Arts
and Pageant of the Masters. There needs to be a
greater distinction between the two throughout
all marketing collateral.
Moreover, the cover photo and profile photos
are weak. Both images aren’t appealing and
don’t give enough information. The cover pho-
to, for instance, could have the dates for the
upcoming pageant, and it should also mention
Pageant of the Masters.
The Twitter page has over 2,500 followers.
While it’s not as strong as Facebook, it’s still
better than Instagram. It also has the same pro-
file picture and cover photo as Facebook. It’s
important to differentiate the two platforms
and realize that each reaches out to a different
audience, so it’s important to brand each one
accordingly. It might also be helpful to link the
Instagram to the Twitter and post more images
with relevant hashtags.
BROCHURE
The Festival of Arts/Pageant of the Masters uses
39. 39
the same overall look with its print collateral:
dark brown background with light text colors
(greens, whites, yellows). It’s opposite of the
website, which has a tan background and dark
brown text.
The brochure does a great job explaining the
theme, and the overall look is aesthetically
pleasing. There are several images and it uses
serif fonts with non-serif fonts (for the titles and
body text), which is visually appealing. There’s
also a section with the title, “two shows for the
price of one,” which grabs the reader’s atten-
tion with a bargain. The back of the brochure
is very informative, listing the location (with a
map), address, website and phone number for
Pageant of the Masters
My report analyzed the San Francisco Interna-
tional Arts Festival, a festival that unites coun-
tries and citizens from around the world with
local artists. I found several pros and cons in my
key findings for this non-profit. For one, I loved
the simplicity in the images and texts that were
presented to me. The Facebook cover photo
stood out to me, as it was an engaging picture
from the performance and contained statistics
about the festival that informed about what
it was. The statistics that were included were:
date, location and number of artists and perfor-
mances at the festival. This is a great idea that
we should implement for our non-profit since
our current cover photo is plain and offers no
explanation of what our event is. Another thing
I enjoyed was a multi day giving campaign that
centered on artist that was in this year’s festival.
Not only did it get me excited about the artist
since information about him was given away, I
felt more invested to donate and buy a ticket
since it created a personal face for me to iden-
tify with. I also feel like this campaign would be
great to implement for our own non-profit.
Some things I did not like that are important to
include and take note of for our own nonprofit
is the lack of actual press that was available. The
“news” section of the website contained one ar-
ticle and offered no past articles or mentions in
the media. As a journalist I was frustrated be-
cause I would have been unable to complete
any assignment about this event without fur-
ther asking of more information. I also noticed
that there was a HUGE lack of social media
posts. The last Facebook post was in December
and there were barely any photos of the perfor-
mance or festival shared. This left me confused
about what the performance was like and why
it was so unique and global like the texts said.
They definitely needed more social media posts,
something I took note of for our own group.
Finally the most frustrating thing that happened
was I never truly understood what the festival
was about. They wanted me to buy this ticket
to this innovating global event but I didn’t even
know what I was buying. There was no descrip-
tion of a schedule or what performances were
like. I didn’t know what I was getting into or
what my money was buying. As an audience
member this was so frustrating and turned me
off to being invested into this event. This was a
great point to remember for our own organiza-
tion.
After looking through various Art-A-Fair litera-
ture channels, it’s obvious that the festival con-
tent could use some work. The tagline seems
to be, “Laguna’s Fine Art Summer Destination,”
though this is not consistent throughout the lit-
erature. This tagline displays no differentiating
features about the festival and is especially too
generic since the festival directly competes with
two other popular Laguna Beach art festivals.
The website copywriting is bland, but it gets
the details across. There is nothing really dif-
ferentiating the copy from another festival’s.
Additionally, since it is the offseason, the web-
site is not updated. When you click on certain
pages, like Advertisers, it’s completely blank. It
should include some type of informative con-
tent, such as, “Check back for the schedule.”
SAN FRANCISCO INTERNATIONAL ART
FESTIVAL
ART-A-FAIR
40. 40
Competitive Literature Analysis Continued
A blank page does not convey professionalism
to viewers because it makes the organization
look like it doesn’t care. The menu bar includes
an item called “About,” which has a dropdown
menu only including “Visit Laguna Beach.” This
link doesn’t take you to any Art-A-Fair informa-
tion, but instead to a separate Laguna Beach
tourism website. This seems pretty unrelated,
especially under the About tab. On the festival
website, there is no mission statement. Viewers
have to navigate to a separate Art-A-Fair Foun-
dation website in order to learn more about the
mission of the foundation and how it ties in with
the festival. This is too many steps for a viewer
looking for quick information. Simplicity is key.
The Twitter, Facebook, Instagram and Pinter-
est content are practically identical. The orga-
nization should not have the four social media
platforms without using them intentionally. The
platforms are updated every couple of days,
which is more regular than other organizations,
but could be even more regular, especially on
Twitter. The content is extremely basic, includ-
ing things like “Wacky Wednesday,” “Throwback
Thursday,” and “Mentionable Monday.” That
tends to be the entirety of the content, which
gets repetitive and easy to block out. While it is
good to have content that viewers can expect
weekly, it should be mixed in with updates, in-
teresting facts and links to other sites. However,
the fact that Art-A-Fair is on all four platforms
shows that it is trying to remain up to date and
relevant.
An opening day flyer was posted on Art-A-Fair’s
social media accounts. The flyer has the dates
of the festival, the number of artists exhibiting
and a link to the website. While that informa-
tion is important, it could be more engaging.
Additionally, the type of design posted on social
media doesn’t necessarily need to include the
same information a physical flyer might include.
Information like the website link could simply
be included in the caption of the post, rather
than directly on the flyer, since you can’t click
on it anyway. Additionally, the flyer itself looks
thrown together.
fun the experience may actually be. Luckily the
effectiveness of the videos would regain site
visitors if they choose to come across that tab.
Placing more media tools in the media tab of
the website is necessary for the sake of provid-
ing enough information for journalists. As for so-
cial media, Sawdust does a great job in provid-
ing enough variety in their content that are both
branded as well as art inspired. The best way to
use social media is to not bombard people with
the organization’s brand, but to provide people
with content that reminds them of the brand.
WEBSITE
There’s a lot of white space throughout the
website. For some pages, this use of white
space complements some of the colorful im-
ages provided. A beautiful banner image of the
festival rotates among other images of art class
activities. There is also a watercolor logo that
comfortably blends into the white background.
This offers a nice first impression. However, the
only problem is when you go deeper into pages
devoted to classes and artists. Text is used ex-
tensively. Pictures should be provided in hopes
to generate an audience that can lure people to
stay on the site. Other than that, by the time you
keep clicking on links that outline class sched-
ules and artists, the web developer did a great
job of organizing simple images and brief head-
ings. By the time people reach the media sec-
tion, I was disappointed to find no brochures.
If this organization wants to gain the attention
Sawdust Art and Craft Festival is a non-profit
dedicated to educate and promoting individuals
about the art created in Laguna Beach. Surfing
through the website, literature was devoted to
more than just the festival. There’s information
about classes in addition to local artists. Each
micro page for these topics relies on written
content more than images. It would take a per-
son already interested in the organization to
find the motivation to stay on the website and
learn more about the Sawdust Art and Craft Fes-
tival. Other than that, no one who is unfamil-
iar with the organization would be intrigued of
any of the experiences provided, despite how
SAWDUST ART AND CRAFT FESTIVAL
41. 41
from both media individuals and new attend-
ees, they’re going to have to be more proactive
in this department.
VIDEO
Sawdust Art earns a glorified A+ in the video de-
partment. Filmmakers do a great job showcas-
ing a vibrant ambiance as they spotlight several
artists and art skills that are taught in festival
classes. Not only is this an essential medium to
inform people about the festivals existence, but
ing fun, and inspirational quotes are showcased.
This content variety, as well as occasional brand-
ing encourages individuals to actually read the
organization’s material while keeping Sawdust
outside the digital world. Individuals will also
appreciate the content Sawdust posts in their
social media, which will maintain Facebook fol-
lowers even during the festival’s hiatus.
also it’s their chance to showcase the organi-
zation’s creative side through cinematography.
This is the portion of the website that will win
people’s hearts and turn interest into action.
SOCIAL MEDIA
Sawdust has fun with social media by doing
more than just informing people about the fes-
tival’s existence. Artists are spotlighted as a way
to humanize such talented minds, pictures of
previous festival attendees are illustrated hav-
42. 42
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