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.