Build the audience campaign for an exhibition

You are the Marketing Coordinator in Audience, Marketing and Ticketing.

Simulated workplaceIntermediate missionCAQA Studio Aurora

What is going on

Surface Tension, an exhibition of six contemporary ceramic artists, opens on 2 October with a members' preview at 5 pm. The Audience Development Manager needs a campaign that builds attendance across three weeks on a budget held in job M26-021. Installation photographs will be available in the Media Asset Library once cleared, but the photographs will not exist until install week, so early content must use artist-supplied images and studio portraits. Each artist's agreement sets a credit line and one artist's cultural protocol note restricts how her work can be photographed and captioned. The marketing meeting is on 17 September and the newsletter goes out on the 24th.

Sam Nakamura, Audience Development Manager
Subject: Surface Tension campaign content

Surface Tension opens 2 October and we have three weeks to build an audience. I need a campaign plan with a content calendar, the media release, artist profiles for the website and social, newsletter copy and a proposal for a members' preview. Use the installation photographs in the Media Asset Library once they are cleared and check every artist's credit line against their agreement. Budget is on job M26-021. Bring a draft to the marketing meeting on 17 September.

Your brief

Produce a campaign plan and content calendar for Surface Tension, write the media release, artist profiles, newsletter copy and a members' preview proposal, and make sure every image and credit line is cleared and correct under the studio's copyright and consent policies before anything is scheduled.

Work through it

You do not need to do it all. Doing a few of these will show you what the work is like. Your ticks and notes stay on this device.

Read the Copyright, Moral Rights and Intellectual Property Policy and the six artist agreements on the job record and list each artist's credit line and any restrictions.
Draft a three-week campaign plan with objectives, audiences, channels, timing and budget allocation from job M26-021.
Build a content calendar that sequences artist profiles, process stories, install week content and opening night across web, social and newsletter.
Write the media release with a quote from the Gallery Curator, an accurate description of the exhibition and correct artist credits.
Write six short artist profiles for the website and social channels, applying the cultural protocol note to the images and captions for the artist it covers.
Write the newsletter copy for 24 September and a proposal for the members' preview including numbers, catering, access and front of house needs.
Check every image against the Media Asset Library rights status, log any new artist-supplied images with their licence terms and update the job on the Project and Job Board.

My notes: what did I enjoy, and what surprised me?

What someone in this role would produce

Campaign plan and content calendar
Media release and six artist profiles
Newsletter copy and members' preview proposal
Media Asset Library entries for artist-supplied images

Printing this is a record of what you explored. It is not a certificate or a qualification.