As a masters student in arts administration I found this inspirational. You can replace the word ‘love’ with ‘art’ or ‘arts administration’.
Practice and master whatever your passion is.
Tracing Memories: Marketing Plan
Nori Azalea – Video Project
Media Map for Tracing Memories – Draft
Intro
Tracing Memories is a therapeutic art program for elderly. It is somewhat more difficult to reach out to this population using media channels as not all people in the targeted demographic currently use technology as a means to find information. However, it is important to think of the target audience and who will be providing the programs and materials for the elderly population targeted. So activity directors, program managers, healthcare professionals, family and friends (of the elderly) should be targeted too. These people are maybe more important than the end users because they are the ones who will be providing the materials and the programs. Here are some examples of media channels that might be used to promote tracing memories.
Website
Benefits: The Copic website reaches a large audience already, so having a tab or link on the website to promote Tracing Memories will guarantee that it will be seen by those who visit the site regularly. Also, for those seeking information about the program, the website is the obvious way to find out all about Tracing Memories.
Pitfalls: The website might not be reaching the right demographic. However, the people who do view the website may have a friend or loved one who might benefit from the Tracing Memories program. So hitting this demographic may initiate word-of-mouth marketing.
Usage: When someone comes to the Copic website they should find a quick and easy link to the Tracing Memories program website. It should be under a tab that is logical and gets them to the information they are seeking in a quick and logical manner. Then content should focus on information about the program and include sub-sections with areas of interest. These areas could be history of the program, supported research, about the program, finding a class, testimonials, current instructors and how to become an instructor. It will be important to include images and examples of the art. The website will be mostly stagnant information but will be updated at least once a month with new classes, events and other information.
Benefits: Many people are connected on Facebook. To have this as one of Tracing Memories’ media channels allows the program to be visible and see if people are “liking” it. If anyone sees the Tracing Memories program and thinks it might be of interest to someone they know, it is easy to share information on their own wall, on a friend’s wall, or like the page to help promote the program.
Pitfalls: The end user might not be using Facebook so it is not a direct form of marketing or communication.
Usage: Facebook, as we know, is a great way to connect people. This would be a great place for instructors to talk about upcoming classes and events, share participants work and get people interested and excited about the program. Facebook posts by could include upcoming classes, testimonials and success stories. Even if the content is just about how much someone enjoyed be a part of the program, it will help expose the program by tapping into that individuals network and in turn their friends’ networks and so on. Facebook is easy to access and many people have accounts, so it is a great way to use already existing social networks to market the program. Facebook should be monitored and updated once to twice a week.
Benefits: A great way to share the final art works of participants in the program. Seeing the end product may get people excited about the program and entice them to learn more.
Pitfalls: Instagram is not a great way to get out detailed information but is great for sparking an interest. It uses visual stimuli to draw the consumer in.
Usage: Instagram should be focused on the art. The name “Tracing Memories” should always be tagged so that people know where to find more information and can go to the website to get all the details. The posts should not have to goal to spread information but more to spark an interest. If the posts get too wordy and promotional it might deter people from wanting to know more. The details of the program should be saved for the website and Instagram can focus on the beautiful pieces of art created by participants of the program. Links to the website can be included in posts for an easy way to link to more info. Instagram should be used more than once a week but no more than once a day.
Learning Goals: Marketing Media and Communications II
1) Learn marketing strategies which will include marketing through social media platforms.
2) Learn to create a detailed marketing plan that could be presented to an organization
3) Learn new techniques in creating a video and learn how video can be used to promote an organization.
Graphic Standards – Tracing Memories
Copic Media Inventory
Copic is a marker company whose U.S. headquarter is in Eugene. They have many artistic products which are imported from Japan. The following will take a look at what media channels Copic draws on.
Copic has a large following so connecting with fans and product users is important to the company. They use social media such as Facebook, Twitter and Instagram to connect with their audience.
One of the latest posts on Facebook was promoting a “holiday gift guide.” <http://www.copicmarker.com/copics-2013-holiday-gift-guide> Facebook is a platform for promoting products but followers can also post to the page with pictures or videos of their latest illustrations using Copic markers
You can also go to the official Copic marker website to find a wide range of information. There are links to blogs, products, stores, classes, tutorials and galleries. Tutorials show how Copic markers can be used to create different effects and are a great place for beginners to learn how to use the product. The blog has links to some of the same tutorials but also includes news and other information about Copic.
The content on twitter is similar to the content on the blog. Instagram is a great way for product users to show off their artwork. They can tag #copicart and their work will be displayed on Copic’s Instagram.
Overall Copic has thoroughly used social media to promote their company. In addition to this they have representatives all over the country who promote Copic products. Their promotional efforts include business to business connections. Since Copic has many distributors they try to keep their connections strong.
Facebook:
https://www.facebook.com/copicmarker
Website:
Tutorials on Copic Website:
http://www.copicmarker.com/category/tutorial
Instagram:
http://instagram.com/copicmarker
https://twitter.com/copicmarker
Logo
Organizational Questions Assignment
Defining the Copic markers/Imagination International Inc.
1) Background/History
25 years ago Copic markers were developed in Japan by the company .TOO Corporation. Although originally created for fine art and design the Japanese comic industry started using Copic markers for Manga and Anime.
About 15 years ago Imagination International, Inc began importing Copic markers to North America.
2) What do they Make?
Copic marker claims to be the highest quality marker available anywhere! There are four styles of markers that are refillable and feature replaceable marker nibs. You will never have to throw away the product. There are over 300 different colors and they guarantee that their colors will always match.
3) Culture of the Organization
The company is made up of hardworking people who support one another and love what they do. Despite being workaholics, they know how to have fun. The employees are helpful towards one another and they have a strong team dynamic.
4) Target Audience and Demographics
Copic markers are used for fashion design, architecture, product design, comic illustration, storyboarding, and automotive design. More recently paper crafters have used the markers for stamping. Also they have been experimenting with using the pens for art therapy.
Originally the markers were created for fine artists and designers but the target audience has become much more diverse.
“Demographics vary from starving artists in their 20’s to teens who have parents buy them stuff, to middle-aged crafting ladies who are stay at home moms with college degrees.” (Marianne Walker)
5) Mission Statement
“Imagination International, Inc was founded in 1998 with Japanese and American investors to work on international projects that encourage creativity, education and World peace.
Today, we import, market and distribute high quality art materials to customers in North America. We also provide information and education about our products. To succeed in these goals we invest in a strong employee base, active sales representatives, and a network of people that have pride and believe in our high quality materials and professional business practices.”
Brand Awareness
The North Face
http://en.wikipedia.org/wiki/The_North_Face
“The north face of the mountain in the northern hemisphere is usually most difficult to climb.” The logo consists of a skewed quarter-circle with two lines running through it, which is a representation of “Half Dome,” a granite dome in Yosemite National Park, California.
This logo is simple and effective. The groups of people who use the brand easily recognize it. Also, it is easily describable by someone who has only seen the logo once. The text in the logo is placed so that the logo as a whole looks unified.
The brand is used the same way online and in print. The logo does not have much variation other than in color (background and foreground) when used in print and on clothing. The brand is typically seen in white text with red background or black text with white background.
The brand is effective because it has remained the same since ’71, it is simple, and recognizable. I do not think there is any need for improvements.
Burton
Talk about a brand that has been through their fair share of logos! Burton has had over one hundred different logos throughout the years. With this being the case, what is it that makes their brand so effective? “They are the largest and most recognized snowboard brand in the world.” http://www.printwand.com/blog/how-burton-snowboards-logo-reinforced-their-business
Today’s logo is a bold representation of an arrow. The arrow resembles a lowercase B which directly represents the name of the company. The link above describes what three things make this new logo (which has lasted for 10 years) so effective. It is describable, memorable, and sizeable. The latter we have talked about in class. With new media and in this case various products, the logo must be sizeable to fit on different things without loosing recognition of the logo. A super detailed logo might be compromised if it were scaled down to a small size. This is why the bold, easy to describe, recognize and size logo woks well in this day and age.
Habitat
http://vimeo.com/habitatskateboards
All the letters in the company are there but it takes a second for us to notice. This creative design also includes a cute representation of a plant, which is in its first stage of growth. A way of representing the word “habitat.”
On problem with this logo is that it is not sizeable. When the logo is seen at a very small size it becomes hard to read. However I have seen the logo represented using only a portion of the whole. It is the portion that looks like a circle within a circle and three leaves coming out of the top. (The plant). If only this portion of the logo was used it would be recognizable when scaled down.
When the logo is repeated it makes a nice background that looks great on skateboard decks, shoe soles, etc. You can see how they do this if you shrink the page (command -) on the website. You’ll notice that the background is just the logo repeated and interconnected across the page in a low contrast green.