Three art galleries in Winnipeg's Exchange District - Gurevich Fine Art, Aceartinc, and Fleet Galleries - have formed a coalition to improve their marketing. They seek to raise awareness of the galleries, change negative perceptions of the downtown area, and attract new audiences. A PR strategy is proposed using events like pop-up art galleries and "Dine with Art" nights, media outreach, and social media to boost attendance and sales by 15% by 2018. Tactics aim to position the galleries as a hub for arts in the community.

1. +
Art in the Exchange
Presented by: Sophia Scaletta

2. +
Situational Analysis
 A group of three art galleries:Gurevich Fine Art, Aceartinc. and Fleet
Galleries in the Exchange District ofWinnipeg have created a new
coalition and pooled their resources in order to develop a joint
marketing effort to improve their profiles.
 The three galleries currently showcase a total of 40 exhibits a year,
drawing about 100,000 visitors.
 They need help with their public relations efforts and want to find
new and innovative ways to attract new audiences, and generate
new business.

3. +
Who are we?
 Gurevich Fine Art appeals to the
art connaisseur.They offer expert
services such as art consultations,
art appraisals, leasing and
financing, private showings, studio
tours, space rental, installation and
shipping.
 Aceartinc. appeals to the local
artist.They are managed by local
artists and they offer art classes as
well as funding to support local
artists.
 Fleet galleries appeals to the
interior designer.They’ve offered
professional and expert framing
services for over 150 years.

4. +
What are we missing?
 Revenues are based on space
rental, selling art, membership
dues and framing services
 There are no admission fees
 There is a lack of concrete
programming and facilities are
not being fully utilized.
 There is no volunteer presence
 Marketing and public relations
efforts are weak

5. +
Situational analysis
TheWinnipeg Art Gallery is our main
competitor.
 Winnipeggers are not familiar with the art
galleries in the Exchange District.
Winnipegers have an overall negative
perception of their downtown area.

6. +
Situational Analysis
 Art galleries attract people who are already
participating in other arts activities.
 In today’s digital world, people want to be entertained.
 Art can now be viewed online from your home
 Art is a luxury not a necessity, especially during a
recession.

7. +
Situational analysis
 We understand that you want to help reverse negative and false
perceptions of the arts and the Exchange District in order to attract
new patrons.
 You want Gurevich Fine Art, Aceartinc. and Fleet Galleries to be
known by all arts enthusiasts inWinnipeg and sought after for your
unique products and services.
 Evidently, you want your revenues to increase

8. +
Objectives
 Raise public awareness of all three art galleries
 ChangeWinnipeggers’ negative perception of the Exchange
District as well as the arts industry.
 Attract new audiences fromWinnipeg and outsideWinnipeg
 Generate new business by 15% by 2018.

9. +
Audiences
 They value lifelong learning
 They want accessible and low cost
activities
 They want to gain more experience in the
field of the arts
 They strive to preserve and promote the
richness of the arts
 They want to connect with potential
buyers
 They want their artwork to be recognized
within and outside their community
Educators
Arts/Interior Design Students
Local artists

10. +
Audiences
 They value the richness of the arts
 They want to find interesting ways to be
entertained
 They are concerned about the cost of
activities
 They enjoy travelling and learning about
new cultures
Current arts enthusiasts
(performing arts, festivals,
museums)
Tourists

11. +
Audiences
 Art is an integral part of their lives
 They use art to showcase their
personalities and enhance their living
space
 They buy based on how the art impacts
them personally
 They must design a space according to
their clients’ needs
 They want to find creative solutions for
interior environments
Art collectors and
Art connaisseurs
Interior Designers

12. +
Audiences
 They want to changeWinnipeggers’
negative perception of the Exchange
District
 They want the Exchange District to
develop and they encourage initiatives
that “make sense” for their
community
 They want their guests and/or patrons
to easily find parking
 They want their guests/patrons to feel
safe in their neighborhood
 They want to satisfy their patrons’
needs.
Exchange District residents and
their visitors
Exchange District businesses
and their patrons

13. +
Strategy
 Build awareness of these three art galleries and increase patronage
by communicating their central and convenient location, their
accessible and free resources and the art galleries’ role in the
importance of preserving and promoting the richness of the arts
within theWinnipeg community.
 Position them as a one-stop shop for everything related to the arts
in theWinnipeg community.
 We intend to use Special Events, Media Relations, Social Media and
Community Relations.

14. +
Key messages
 Our art galleries strive to make art accessible for everyone.They offer an
inexpensive way of discovering cultural diversity through art and feature
artists that are local and international.
 Our art galleries offer a variety of paintings, sculptures, and photographs.
We understand that art is a creative way of expressing what cannot be said
and we can help you discover new trends and new artists. Our staff is
knowledgeable and can help you find a piece that suits your tastes and your
needs.
 Our art galleries are excellent venues to entertain guests while enjoying
beautiful paintings, sculptures and photographs.They are a safe and
convenient place to host dinner parties, anniversary parties and staff parties

15. +
Tactics
 Our primary objective is to build public awareness for our
art galleries.
 Creating buzzworthy initiatives will be a key component
of our public relations campaign

16. +
Tactics
 Community Relations
 We will approachWinnipegArts organizations and various festivals to
propose an all-inclusive «WinnipegArts Pass ».
 The pass will cost a $150 on an annual basis. Exchange District
residents can obtain it at a reduced fee of $100.
 This «WinnipegArts Pass » will enable our patrons to receive special
discounts.
 This initiative will encourage art enthusiasts to partipate in cross-
cultural activites.

17. +
Tactics
 Community Relations
 We will approach the University of Manitoba’s Environmental Design and
Arts faculties as well as the University of WinnipegArts faculty to offer
them three internship opportunities with our art galleries.

18. +
Tactics
 Special Events
 We will create Pop-up art galleries all over Winnipeg which will feature
artwork from three local artists
 This will create buzz for our three week long competition
 We will add QR codes to drive traffic back to our Facebook page which
will explain the competition.
 The total amount of social media interactions in relation to the artwork
will determine our winner.
 The declared winner will have an exhibit featuring his/her artwork in our
art galleries.

19. +
Tactics
THE BIG IDEA:
 The artwork will be FREE
 The more you share, the higher your odds are to win
aWinnipeg Art pass.
 We will be giving away 10Winnipeg Arts passes.

20. Pop-Up Art Galleries inWinnipeg

21. +
Tactics
 Special Events
 We will partner with local Exchange
District restaurants to offer “Dine with
Art” nights.
 This event will occur on the first Friday
of every month.
 A three course meal will be served and
anArtTalk will conclude the evening.
 We will rent our artworks to our partner
restaurants for free during a three
month period.

22. +
Tactics
 Media Relations
 Develop a press kit which will include:
 Feature release
 Fact sheets about our Pop-up art galleries inWinnipeg and our Dine
with Art events
 FAQs sheets
 Backgrounders/Biographies of our current exhibits and local artists
 Publicity Photos
 We will pitch our Pop-up art gallery competition and Dine with Art event
to local Arts and Lifestyle journalists.
 Publications will include the Winnipeg Free Press, CIAO! magazine, WHERE
magazine, The Uniter and Air Canada’s enRoute magazine.

23. +
Tactics
 Social Media
 We will utilize Facebook, Twitter,
Pinterest ,Instagram and YouTube
to build awareness and engage
with our publics.
 We will also gauge public interest
for our Pop-up art gallery
competition and their art tastes to
determine our future exhibits.

24. +
Tactics
 Social Media
 Facebook will be used to regularly post
information such as fun facts about art,
events happening in the Exchange District,
local artist profiles, etc.
 Twitter will be used for timely news such as
new artist profiles, new exhibits, special
events, fun facts about art, and for asking
questions etc.
 We will also create a #WPGArt hashtag.

25. +
Tactics
 Social Media
 Instagram will be used to engage withWinnipeg art
enthusiasts.
 Pinterest will will feature our current artwork, our
desired artwork, our current exhibits. All our pins will
drive our followers back to our websites.
 We will encourage our followers to create a new board
titled ‘#WPG Art.’ in the Art category and pin their
favorite artwork from our Pop-up art gallery
competition.

26. Our Pinterest Board

27. +

28. +
Timetable and Budget
To be determined

29. +
Measurement
 We will conduct benchmark study to measure current public
awareness and perceptions within and outsideWinnipeg before
starting our public relations campaign
 We will use Google analytics, Facebook analytics, and Cisco’s media
monitoring services to conduct interim « progress » research and
again in 2018 to measure our final results
 We will compare sales and attendance rates from 2013 to 2018
 We will count how many Pop-up artwork pictures were taken on
Instagram or repinned on Pinterest
 We will survey Dine with Art attendees to gauge their interest levels
and opinions

30. QUESTIONS?

31. +
References
 http://wag.ca/uploads/ck/files/reports/AnnualReport-2011-12.pdf
 http://wag.ca/about/press/media-releases/read,release/220/wag-announces-surplus-at-annual-general-meeting





 http://www.canadacouncil.ca/cgi-
bin/MsmGo.exe?grab_id=0&page_id=288&query=manitoba&hiword=MANITOBAS%20manitoba%20
 http://www.hillstrategies.com/resources_details.php?resUID=1000461