MKTG II Learning Goal Reflections

My learning goals at the start of the quarter were:

– I would like to develop a better a better, more thorough understanding of the ways to create a strong well-rounded marketing plan.

After these ten weeks, I now know what all goes into drafting a marketing plan; all of the different components, how they interconnect with each other and everything needs to be clearly laid out.

– Continue to broaden my understanding of how the environment affects a marketing plan.- ” examine ways that current and emergent digital multi-media technologies impact arts marketing”.

When working on the specific marketing strategies for my marketing plan, that was when I could fully see how the environment plays a role in the structure of the plan. The environment doesn’t just play the role in determining who the target audience would be but in determining what needs are not being met and what might be a possible barrier for the audience to get their resources.

– ” examine ways that current and emergent digital multi-media technologies impact arts marketing”.

I would say the best way that I saw this in this course was how a social media element within a marketing plan is pretty much a must. It would be very difficult in this day and age for an organization to have zero online or social media presence. But this course also showed how useful it can be, not just by notifying the audience about events but by creating events through and with social media, like Instagram challenges.

– I want to learn how the design materials created last quarter will affect my marketing approach.

Everything that I did last quarter carried over into this one. I was able to build off of what I had initially started and expand from there. Some aspects of last quarter that felt like my main reasons were now just minor pieces that allowed for new ideas to grow.

 

Media Map- PDX Contemporary Art

Facebook

Benefits:
• A large portion of PDX Contemporary Art’s audience is currently on Facebook.
• Allows for interaction from not only those who have like the page but from those individual’s friends.
• Doesn’t require much editing of material to make it fit on the page.
• Provides links to other pages for further information, ticket purchasing, etc.
Drawbacks:
• Facebook is losing popularity and is no longer the primary social media site.
• Needs to be updated regularly so old events aren’t continuously advertised.
• Incorporate more than simple text and a quick photo; make the page enticing to go to.
Organizational Use:
• PDX Contemporary Art currently uses Facebook to advertise which artist they are showcasing and any other pertinent information. But they need to be more active about their postings; they need to post about an event before it happens, not after the fact. By making a Facebook page that promotes more events or calls for people to see their physical space will draw more people in.
Instagram
Benefits:
• A well taken shot of a captivating or interesting piece of art can capture someone’s attention.
• Instagram allows the user to share photos, thus increasing the audience.
• This social media site has increased in popularity and reaches a diverse age range.
• Doesn’t require a lot of time to produce a new photo for their account.
• Can include links in description.
Drawbacks:
• Need to be producing a new post frequently that needs to be captivating, which can be a difficult task.
• Difficult to constantly update.
• Even when updating daily, the photo doesn’t remain easy for the audience to find after they’ve seen it.
• Cannot include much text for description.
• Not much interaction for the audience, besides liking the photo.
Organizational Use:
• PDX Contemporary Art’s does not currently use Instagram so they will need to link their other accounts together. PDX will need to create a plan for a timeline of how many photos they will be uploading in a given week, and if the photos will be edited or remain ‘original’ to let the featured art speak for itself.

Website
Benefits:
• The website can house all of the information that the smaller social media sites don’t have the capacity to hold.
• It’s the go to page/search when people want to learn more about the organization.
• A well-working website is typically where the first impression comes from.
• Can be mobile friendly.
Drawbacks:
• If the website is sub par than viewers might close the page.
• Social media sites tend to get looked at more frequently.
• Might not reach a wide audience.
Organizations Use:
• PDX Contemporary Art currently has a working website but it is very minimal. The information is sparse and there’s nothing to engage the viewers.
• The website needs to be stronger in design, how it presents its information, it needs to include more information about upcoming events and history.

Marketing, Media & Comm II Learning Goals

My learning goals:

– I would like to develop a better a better, more thorough understanding of the ways to create a strong well-rounded marketing plan.

– Continue to broaden my understanding of how the environment affects a marketing plan.

– ” examine ways that current and emergent digital multi-media technologies impact arts marketing”.

– I want to learn how the design materials created last quarter will affect my marketing approach.