Event Proposal: Paintbrushes with Papa ​ By: Kate Theobald Nov. 30, 2015

Table of Contents

Executive Summary………………………………………………………………………………….…….…….. 2

Event Plan………………………………………………………………………………………………………… 3­6

Messaging Strategy……………………………………………………………………...……..…………….. 7, 8

Deliverable 1 → Fact Sheet……………………………………………………………...…….…….…… 9, 10

Deliverable 2→ Media Alert……………………………………………………….……..….……….... 11, 12

Deliverable 3 → Feature Release…………..…………………………………………....……….….. 13, 14

Deliverable 4 → Talking Points………………………………………..………………...... ……….. 15, 16

1 Executive Summary

Following this summary is the event plan for Paintbrushes with Papa at the Knoxville ​ ​ Museum of Art. This is a detailed event plan to address the following objectives: 1. Increase media exposure and event attendance by 50% over the course of 2016 2. Raise membership and donor base by 40% with an average gift of $50 by the start of 2017

These objectives are fully explained in the event plan section. This section also includes event details, such as its purpose, strategic fit, target audiences and their benefits, format details, guest list and attendee specifications, expected attendance, internal speakers, sponsorship information and media outreach. At the end of this section, there is criteria that can be used to measure if this event was successful.

The key messages for the event are: 1. Increase media exposure and event attendance by 50% over the course of 2016 2. Raise membership and donor base by 40% with an average gift of $50 by the start of 2017

The target audiences are identified as the members in the Knoxville community who are financially­secure and family­oriented and anyone would can donate his or her time or resources. Specifically for this event, the target audiences are fathers and their children.

The section following the event plan and messaging strategy provides example ​ ​ deliverables, including a fact sheet on the organization, a media alert, a feature release about a father and his children’s experience at the event and talking points for the Board of Trustees to discuss at the event. Also included are two writing samples from the practitioner concluding with a biography showcasing the practitioner’s experience and background.

2 Event Plan

Name of event: Paintbrushes with Papa ​

Date/time/location: Sunday, Dec. 13, 2015 inside the Knoxville Museum of Art ​

Event type: Paint session and ice cream social ​

Event purpose: To increase media exposure, individual donor support base ​ (membership) and overall event attendance throughout 2016 by creating awareness before the start of the new year

Objectives: Over 2016, … ​ ● Increase media exposure by 50% ● Increase event attendance by 50% ● Raise membership and donor base by 40% with an average gift of $50 by the start of 2017

Strategic fit: The Knoxville Museum of Art is an organization that places an emphasis ​ on educational programming and artist recognition throughout East Tennessee. This event allows fathers and their children to connect in a special way through art and gives them a sense of involvement in the local community.

Target audience: The members in the Knoxville community who are ​ financially­secure and family­oriented are considered the majority of the target audience. These members of the community would ideally have the means to support the organization by donating and or attending events. Time dedication is also highly valued at the Knoxville Museum of Art; therefore, those community members who may not have the financial means to donate and or support can donate their time or other

3 resources to the organization. Specifically for this event, fathers and their children would be targeted.

Audience benefits: This event allows children and their fathers to bond, while also ​ preparing a potential Christmas present for their mother, grandmother, aunt, sister, etc. Awareness will be raised, and funds will be increased. In addition, annual membership will be discounted on the day of the event.

Event format details (be specific as possible): Fathers will pay a fee of $30 (if not ​ a member ­ $20 if a member) to purchase a ticket, which includes one canvas (per child) and paint supplies for the painting session. The father and the child will arrive at the KMA at 3 p.m., and the event will last until 5 p.m. This time frame gives them time to paint whatever they want, while still allowing them to socialize with their peers and eat ice cream. There will be a break at 4 p.m. During this break, there will be a designated speakers that will share information about the different levels of membership, benefits to being a member, how to volunteer and the perks of volunteering. In addition, attendees will receive a fact sheet that provides background information on the Knoxville Museum of Art, and it will include membership prices and benefits.

Guest list/Attendee specifications: The guest list will include fathers and their ​ children that live in the local Knoxville area.

Expected attendance and/or guests: ● 50 pairs of father/child(ren) ○ Potentially 100+ people ● Select members of the Board of Trustees ● Volunteers that help with the ice cream social and distribution of information

How you will reach potential/desired attendees: This event will be advertised at ​ local schools, churches and businesses to ensure there is enough coverage in order to have at least 100 people attend the event. In addition, there will be a Facebook event to reach another demographic.

RSVPs (if needed): People need to RSVP by Tuesday, Dec. 8 to ensure there is ​ enough art supplies and catered ice cream.

Internal (e.g. executive director) and/or external speakers: During the break ​ at 4 p.m., select members from the Board of Trustees will make an appearance and

4 speak about how the attendees’ membership makes a difference in the Knoxville community of art.

VIP attendees: There will be no VIP attendees. ​

Sponsor/ underwriter (if applicable): ● Rita’s for the ice cream ● Pilot Flying J, Regal Entertainment and AC Entertainment, First Tennessee for the supplies

Income estimate (If you aren’t selling tickets, how will you raise money at the event?): ● Members will pay $20 for entry, and non­members will pay $30. ● If fathers have more than one child, they will have to make a payment for a donation of $5 per additional child, in order to turn a profit during this event. ● If there are around 100 guests (50 pairs of father + child), the Knoxville Museum of Art should yield a minimum profit of $1,000 and a maximum profit of $1,500 (plus additional donations made by fathers with more than one child attending).

Estimated net cost (Best guess): The only cost of the event would be the produced ​ fact sheets to hand out at the event. These fact sheets are approximately two pages (one page, double­sided); therefore, the estimated net cost would be around $75. This cost estimates printing 150 copies around 50¢ a page. ​

Additional funds: With hopes to have everything funded, there should be no ​ additional funds needed.

Media/ communications: ● KMA Instagram, Twitter, Facebook, Website and blog ● Mention on local radio stations, such as WNML, WVLZ, WIMZ and WKCS in mornings and afternoons ○ Radio hosts can mention how this event is a great opportunity for fathers and their children to spend time together, while preparing a personalized gift for their mother, grandmother, aunt, sister, etc. ○ These radio stations are targeted towards the older generation, which would hopefully reach the fathers who would be attending this event with their children. ● Story in Knoxville News Sentinel

5 ○ A similar angle as the radio show could be taken for a story on this platform.

Successful completion criteria: This event will be considered successful if: media ​ exposure and event attendance are increased by 50% over the course of 2016 and membership and donor base is raised by 40% with an average gift donation of $50 by the start of 2017.

Challenges: Potentially, it could be challenging to get fathers to participate in this ​ event. Fathers may not be as motivated to purchase an annual membership based on this one event.

6 Messaging Strategy

Organization → The Knoxville Museum of Art honors East Tennessee art and artists. ​ It proposes art and ideas to an assorted community with hopes to improve Knoxville as a whole, while functioning ethically, transparently and responsibility as a public trust.

Key Message 1 → Celebrate art ​ Supporting Point → The Knoxville Museum of Art features new exhibits ​ that are constantly rotating to ensure the community keeps up with the evolving art culture.

Key Message 2 → Educate and serve diverse community ​ Supporting Point → By hosting monthly events and requiring a ​ donation­only admission, we strive to enhance the East Tennessee community’s quality of life.

Key Message 3 → Ethics with a public trust ​ Supporting Point → We elect a Board of Trustees, and we have select ​ members speak at different events to welcome everyone and all donations. These speakers explain how all donations are used ethically with public trust in order to benefit the Knoxville Museum of Art and sponsor the educational programming KMA puts together.

Event → Paintbrushes with Papa features a paint session and ice cream social, which ​ allows children and their fathers to bond and prepare a potential Christmas present for their mother, grandmother, aunt, sister, etc.

Key Message 1 → Increase media exposure and event attendance by 50% over ​ the course of 2016 Supporting Point → By advertising this event on KMA’s Instagram, ​ Twitter, Facebook, website and blog, KMA will gradually receive more traffic to its social media platforms. This exposure and engagement will help KMA reach its overarching goal of increasing media exposure and event attendance by 50% over the course of 2016.

Key Message 2 → Raise membership and donor base by 40% with an average ​ gift of $50 by the start of 2017

7 Supporting Point → By offering benefits, such as discounted prices for ​ events like Paintbrushes with Papa, and suggesting donations upon entrance, KMA membership should be raised significantly by the start of 2017. In accordance with increased membership and donations, members would be more engaged, which would ultimately make them want to increase their donations. This increased donation amount would support the average gift of $50 by the start of 2017.

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Fact Sheet

Mission The Knoxville Museum of Art honors East Tennessee art and artists. It proposes art and ideas to an assorted community with hopes to improve Knoxville as a whole, while functioning ethically, transparently and responsibility as a public trust.

History The museum receives its annual $1.7 million operating budget from individual and corporate donors, museum membership, rental income, local, state, and federal grants and annual fundraising events that are organized by the Knoxville Museum of Art Guild. The museum also receives a significant amount of support from its more than 300 volunteers. These volunteers donate over 15,000 hours each year. KMA has operated successfully for more than 1o years and was accredited by the American Alliance of Museums in 1996 and reaccredited in 2005 and 2010. KMA is devoted to upholding ethical and professional standards.

Membership Benefits Discounted admission to the museum, invitations to members­only previews, events and unique fundraisers, updates via subscription to the museum’s newsletter, Canvas, discounts on items in the museum’s shop and reciprocal ​ ​ membership privileges to 60 different Southeastern museums that are listed on the website: http://www.knoxart.org/membership/reciprocal.html. ​ ​

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9 Paintbrushes with Papa This event hopes to provide fathers with the opportunity to spend time with their children, while also preparing a potential Christmas present for their mother, grandmother, aunt, sister, etc. We hope you are able to learn more about how the Knoxville Museum of Art raises funds and operates on a daily basis, and we hope you get the chance to meet some of our volunteers and members on our Board of Trustees.

For More Information Contact Kate Theobald by email ([email protected]) or phone ​ ​ ​ (901­361­8925). ​ ​

Founding Sponsors for Paintbrushes with Papa

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MEDIA ALERT

Dec. 1, 2015 Contact Information: FOR IMMEDIATE RELEASE Kate Theobald, Student 901­361­8925 [email protected]

The Knoxville Museum of Art Premiers Paintbrushes with Papa This event supports the family community and prepares them for the holiday season

KNOXVILLE, Tenn. – The Knoxville Museum of Art is hosting Paintbrushes with Papa in Knoxville, Tennessee on Sunday, Dec. 13, 2015 from 3 p.m. ­ 5 p.m. This event will allow fathers and their children to come together to paint something for a loved one for the holiday season. It will feature local art, Rita’s Ice Cream, an information session hosted by select members from KMA’s Board of Trustees and the opportunity to receive a discounted annual membership to the Knoxville Museum of Art.

What: Paintbrushes with Papa is a special event that is meant to allow fathers and ​ children to spend time together while raising awareness about the Knoxville Museum of Art and the benefits of becoming a member. There will be opportunities for the different families to get to know each other. In addition, select members from the Board of Trustees will speak about how the attendees’ membership makes a difference in the Knoxville community of art. There will also be volunteers to help the fathers and children think of ideas of what to paint. More details are listed on the website: http://www.knoxart.org/. ​

Who: There is an expected guest list of around 100 members and non­members. In ​ addition to these members and non­members, there will be volunteers and select members of the Board of Trustees.

When: Sunday, Dec. 13, 2015 from 3 p.m. ­ 5 p.m. ​

Where: Inside the Knoxville Museum of Art ​ 11 1050 World’s Fair Park Drive Knoxville, TN 37916

Why: The Knoxville Museum of Art strives to celebrate art, support new ideas and ​ enhance East Tennessee’s quality of life by educating its diverse community. Paintbrushes with Papa targets a specific demographic of the Knoxville Museum of Art’s overall target audience and allows it to meet a portion of its overarching objectives.

How: This event would not be possible without the local sponsorship and support. ​ Partnering with Pilot Flying J, Regal Entertainment Group, AC Entertainment and First Tennessee Bank. To purchase tickets, visit this website: http://www.knoxart.org/. ​ ​ (Donations can also be made here, as well as at the main event.) To RSVP, visit the Facebook page: https://www.facebook.com/Knoxville­Museum­of­Art­106622756048344/. ​

Additional Information Interview possibilities: There will be opportunities for the media to network ​ (with) and interview families, volunteers and or select members of the Board of Trustees. Photo/video opportunities: At KMA, there will be up to 100 people attending ​ this event; therefore, there are many feature stories that could come from this event. Since these children are potentially painting for a loved one, they might have stories about why they are painting what they are painting. Logistics: Parking is free and is available in the large lot on the north side of the ​ staff parking lot. It is the first right on World’s Fair Drive. If the free parking is full, there is also metered parking available on the street. In addition, all of the museum is fully wheelchair accessible. There are also wheelchairs available (for loan) at the information desk. Accommodations can be requested by contacting KMA via telephone (865­525­6101) at least 48 hours in advance of visit. ​ ​ Museum Hours: (Admission is free.) ​ Monday: Closed Tuesday­Saturday: 10 a.m. ­ 5 p.m. Sunday: 1­5 p.m. Publicity contact: Kate Theobald, [email protected] ​ ​

The Knoxville Museum of Art honors East Tennessee art and artists. It proposes art and ideas to an assorted community with hopes to improve Knoxville as a whole, while functioning ethically, transparently and responsibility as a public trust.

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Feature Release

Dec. 15, 2015 Contact Information: FOR IMMEDIATE RELEASE Kate Theobald, Student 901­361­8925 [email protected]

Local Father and Children Get Involved with the Knoxville Museum of Art Joey Parker’s twins painted a masterpiece for their mom at Paintbrushes with Papa

KNOXVILLE, Tenn. –Father of two, Joey Parker, heard about Paintbrushes with Papa on his morning commute to work over the radio. The four­year­old duo, Eve and Grey, absolutely adore their mother and love expressing themselves through artwork.

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13 In hopes to get more involved in the community and to provide his lovely wife, Ann Parker, with personalized and meaningful gift from their children for Christmas, he signed up for the event.

“After hearing about this event on the radio and then doing further research on it online, I realized this was the perfect opportunity to support a local organization, while also giving my children a fun activity to participate in. Ann and I are always looking for ways to get Eve and Grey involved so that they can socialize and express themselves through art,” said Parker. Parker was eager to donate his money, time and resources to this organization that strives to support and celebrate local art and engage a diverse community.

In addition to Parker and his family’s involvement with this event, he also decided to buy his family a membership to the Knoxville Museum of Art. With this membership, they will receive exclusive benefits and lower prices to future exhibits and events.

To learn more about the Knoxville Museum of Art, visit the website: http://www.knoxart.org/. To learn about how to become a member, visit the website: ​ http://www.knoxart.org/membership/index.html/. ​

The Knoxville Museum of Art honors East Tennessee art and artists. It proposes art and ideas to an assorted community with hopes to improve Knoxville as a whole, while functioning ethically, transparently and responsibility as a public trust.

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14 Talking Points

Select members from the Board of Trustees will be speaking at this event on Dec. 13, ​ ​ 2015 at 4 p.m. The following talking points will be covered during this information session: ● Membership details

1 membership benefits for one adult for one year and 10% discount in the museum shop membership benefits for an additional adult and their children or grandchildren 17 years old and younger invitations to special exclusive events and trips, and membership privileges in the Museum Alliance Membership Program opportunity to join Collector’s Circle invitations to behind­the­scenes tours with the museum curators and staff receive invitations to major donor events and two tickets to the annual President’s Circle Luncheon ● Membership benefits ○ Discounted admission to the museum ○ Invitations to members­only previews, events and unique fundraisers ○ Updates via subscription to the museum’s newsletter, Canvas ​ ○ Discounts on items in the museum’s shop ○ Reciprocal membership privileges to 60 different Southeastern museums that are located in Alabama, Florida, Georgia, Indiana, Louisiana,

1 Image from KMA Website ​ 15 Maryland, Mississippi, North Carolina, Pennsylvania, South Carolina, Tennessee, Virginia and West Virginia. ● How to volunteer ○ Work with interesting and creative people ○ Contribute to the arts in your community ○ Develop new job skills ○ Have fun and make new friends ● Volunteer perks ○ Annual Volunteer Appreciation Reception ○ 15% discount on museum shop merchandise ○ Access to training about new exhibitions ● Thank the sponsors who made the event possible ○ Painting supplies → Pilot Flying J, Regal Entertainment Group, AC Entertainment and First Tennessee ○ Ice cream → Rita’s ● Remind attendees to pick up a fact sheet if they have not already gotten one, and tell them where to make additional donations.

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