Event Marketing & Social Media: Campaign Plan for Art Exhibition

This document outlines a social media campaign plan designed to promote an art exhibition at the Polka Dot Art Gallery, featuring works by renowned artists. The target audience is young art enthusiasts, and the campaign utilizes Facebook, Twitter, and Instagram. Key performance indicators (KPIs) include participation rates, site visits, and expressions of interest. The timeline details weekly activities, and a content calendar provides sample posts for each platform. The campaign also identifies relevant influencers to maximize reach and engagement, aiming to drive attendance and sales for the art exhibition.

Running Head: Event Planning and Management 1
Event Planning and Management

Event Planning and Management 2
Introduction:
A social media campaigning would be introduced to promote the sale of artworks by renowned
artists like Mary De Gea, Virginia Wright and John Boscov at the Polka Dot Art Gallery.
Target audience with demographic characteristics:
The social media campaign would be targeted to get attention of the young population who has a
keen interest in artworks (Philip, Lane, Ang, Tan, & Leong, 2017).
Messages:
 A mega art exhibition to be held on 14th April, 2019 at the Polka Dot Art Gallery
displaying the paintings of renowned artists like Mary De Gea, Virginia Wright and John
Boscov.
 The paintings are available for sales and the interested buyers are entitled to get a 25%
discount on the price expressing their interest through the social media platform of
Facebook, Twitter and Instagram (Wu, Yeh, & Hsiao, 2011).
Metrics and KPIs:
 A steady rate of participation in the art exhibition need to be sourced using the social
media platform (Sargeant & MacQuillin, 2016).
 Regular posting of the art event along with attractive paintings of the artists are to be
displayed in the timeline of the event to have more number of daily visit on the site.
 A steady rate of queries and expression of interest in the art exhibition to be displayed on
the scheduled date (Dörnyei, Krystallis, & Chrysochou, 2017).
Timeline for execution:

Event Planning and Management 3
Particulars 1st week 2nd week 3rd week 4th week
Inviting groups to the art exhibition
Raising queries for the event
Responding to the queries
Sending customized messages and invitation for the art exhibition
Ensuring participation
Scheduling appointment for the exhibition to visit
Content calendar:
1st post – Announcing the event on social platform
Facebook – Hello young art lovers you are cordially invited to attend the art exhibition to be
held on April 14th, 2019 at Polka Dot Art Gallery.
Twitter – #Artlovers# join us on April 14th, 2019 at #PolkaDotArtGallery#
Instagram – Come to Polka Dot Art Gallery on Art 14th, 2019 to witness a mega art event.
2nd post – Event details
Facebook – Art lovers come to witness the works of your favourite artists like Mary De Gea,
Virginia Wright and John Boscov to be held on 14th April, 2019 at Polka Dot Art Gallery.
Twitter – Join us for witnessing the art work of # Mary De Gea# #Virginia Wright# and #John
Boscov# at #Polka Dot Art Gallery#
Instagram – Join us at Polka Dot Art Gallery.
3rd post – event promotion
Facebook – Art lovers take home prized paintings of your favourite artists for 25% discounts.
Twitter – #Journalists# #Artlovers# #Photographers# #Socialbutterflies# #Youngpainters#
#Architects# #Arthistorians# #Artstudents# #FineArtsenthusiasts# #Painters# take home prized
collection at 25% discount.

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Instagram – Paintings of Mary De Gea, Virginia Wright and John Boscov are available at a
discounted price of 25%.
4th post – Details of the artists
Facebook – Polka Dot Art Gallery portraying paintings of Mary De Gea, Virginia Wright and
John Boscov.
Twitter – Join us at #PolkaDotArtGallery# to see the works of # Mary De Gea# #Virginia
Wright# and #John Boscov#
Instagram – The participating painters are Mary De Gea, Virginia Wright and John Boscov.
5th post – Upcoming events
Facebook – Please make this event successful to come up with more such events in the near
future.
Twitter – #Artlovers# make the event at #PolkaDotArtGallery# successful for more
#Artexhibition# in near future.
Instagram – Please follow us to get more such updates in the future.
Influencers for the campaign:
# Mary De Gea# #Virginia Wright# #John Boscov# #Yayoi Kusama# and #Jeff Koons#
The aforesaid mentioned Polka Dot artists are the major influencers who has the capability to
draw attention of the art lovers in the town and ensure a number of footfall of the fine arts
enthusiasts in the Polka Dot Art Gallery.

Event Planning and Management 5
Bibliography
Dörnyei, K., Krystallis, A., & Chrysochou, P. (2017). The impact of product assortment size and
attribute quantity on information searches. Journal of Consumer Marketing, 34(3), 191-
201.
Philip, Lane, K. K., Ang, S.-H., Tan, C.-T., & Leong, S. M. (2017). Marketing management.
New York: Pearson.
Sargeant, A., & MacQuillin, I. (2016). Marketing for nonprofit organisations. In The Marketing
Book (pp. 555-576). Sydney: Routledge.
Wu, P., Yeh, G., & Hsiao, C. (2011). The effect of store image and service quality on brand
image and purchase intention for private label brands. Australasian Marketing Journal
(AMJ), 19(1), 30-39.