Professional Documents
Culture Documents
ASHMOLEAN
MUSEUM OF ART AND ARCHAEOLOGY
UNIVERSITY OF OXFORD
Publicity
Campaign
MISSION
To
make
the
Museums
collections
of
art
and
archaeology
available
to
the
widest
possible
audience,
now
and
in
the
future.
Strategic
Overview
(SWOT)
Goals
Objectives
Media
Strategies
Critical
Path
Budget
Monitoring
Evaluation
VISION
We
will
accomplish
our
mission
by
exhibiting,
preserving,
and
interpreting
objects
for
study,
enjoyment,
and
inspiration,
and
by
promoting
the
understanding
of
them
through
teaching
and
research
at
the
highest
level.
OVERVIEW
OF
ORGANIZATION
The
Ashmolean
Museum
presents
Lost
World
of
Old
Europe:
The
Danube
Valley,
5000
3500
BC
from
July
20
to
November
15,
2012,
in
the
Museums
newly
renovated
Ancient
World
Gallery
on
the
Oxford
University
campus.
The
exhibit
showcases
collections
on
loan
from
20
museums
across
Romania
and
the
Republics
of
Moldova
and
Bulgaria.
The
original
Ashmolean
Museum
opened
its
doors
in
1683
as
Britains
first
public
museum.
Its
present
incarnation
was
created
in
1908
by
combining
two
ancient
Oxford
University
institutions:
the
University
Art
Collection
and
the
original
Ashmolean
Museum.
The
Museum
also
shares
a
close
link
with
the
colleges
and
faculties
at
Oxford
University,
as
Museum
staff
are
very
involved
in
University
teaching
and
research.
Additionally,
scholars
and
students
from
institutions
around
the
world
use
the
Museums
collections
as
important
teaching
and
research
resources.
At
its
core,
the
Ashmolean
Museum
values
three
areas:
Education,
Research,
and
Conservation.
Providing
learning
opportunities
for
children,
youth,
adults,
and
families
is
essential
to
furthering
its
mission
and
vision.
Ensuring
the
Museums
collections
are
preserved
so
that
future
generations
may
learn
from
and
enjoy
them
is
paramount
to
the
Ashmolean.
The
Museum
also
endeavors
to
maintain
its
position
as
a
world-class
institution
through
its
professional,
media
relations,
and
p ublicity
practices.
PLUG-IN
PUBLICITY
51
High
Street
Oxford,
England
0X1
3LU
PHONE
01865
302925
EMAIL
info@plug-in.com
WEB
www.plug-in.co.uk
ASHMOLEAN
MUSEUM OF ART AND ARCHAEOLOGY
SWOT
In
order
to
appreciate
how
the
Ashmolean
Museum
is
situated
within
the
larger
culture,
heritage,
and
arts
market
in
the
greater
London
area,
we
will
conduct
a
SWOT
analysis.
The
SWOT
analysis,
developed
using
a
media
relations
lens,
will
lead
and
guide
our
media
relations
practice
when
promoting
the
Lost
World
of
Old
Europe
for
the
Ashmolean
Museum.
UNIVERSITY OF OXFORD
STRENGTHS
Accessible
to
all
ages
(want
to
benefit/reach
the
widest
possible
audience;
lots
of
programs
directed
at
different
age
groups
of
children,
young
adults,
and
p ost-secondary)
FREE
ADMISSION
(except
for
special
events)
Britains
oldest
public
museum
Excellent
reputation
among
peers
(i.e.,
other
museums,
galleries,
heritage
organizations)
Transparent
and
authentic
(discuss
renovations,
future
direction,
policies
openly
on
website)
Renowned
for
its
archaeological,
print,
and
art
collections
Existing
social
media
tools
at
its
disposal
to
connect
directly
with
audiences
(Facebook,
Twitter,
YouTube,
foursquare,
and
Google+)
Newly
renovated
building
(one
of
the
worlds
greatest
jewels,
with
its
inspiring
new
displays;
doubled
gallery
space)
Won
Education
and
Awareness
prize
in
2012
from
the
European
Union
Prize
for
Cultural
Heritage/Europa
Nostra
Awards
(for
its
innovative
display
strategy
which
emphasized
the
reflective
and
enquiring
ways
people
understand
other
cultures
and
objects)
Supportive
of
local
archaeology
and
history
(encourages
community
collaboration
and
involvement)
Interested
in
engaging
audiences
from
a
variety
of
cultural
and
ethnic
backgrounds
(relates
to
accessibility)
First
museum
to
use
next-generation
Internet
(IPv6),
along
with
NASA
and
Harvard
University
(breaks
mould
of
a
museum
being
stuck
in
the
pastthey
wanted
to
show
they
are
on
the
forefront
of
technology
and
innovation)
Media Relations Lens: Because of its reputation as Britains oldest public museum, world-class status, and accessibility, the Ashmolean Museum attracts a wide variety of audiences from around the world. The use of media relations and a strong reputation combine to encourage public interest in future exhibits, programs, and events. Using media relations, we can highlight the unique combination of artefacts, art, and programming that audiences can only find at the Ashmolean Museum.
WEAKNESSES
Some
people
have
a
preconception
that
museums
are
stodgy
and
irrelevant
in
todays
society
(the
Ashmolean
could
do
more
to
change
peoples
p erceptions)
Diversity
of
collections
and
programming
(may
be
a
detriment
because
resources
are
spread
across)
art,
archaeology,
programs,
education,
scholarly
works,
and
research
Not
all
of
its
collections
are
virtual/online
(might
not
p rovide
enough
information
to
potential
visitors)
Facebook
page
is
not
as
interactive
with
its
current
and
potential
audiences
(most
of
the
posts/comments
are
from
Museum
staff,
not
followers)
Doesnt
use
foursquare
effectively
only
13
pictures
and
few
responses
from
staff
to
peoples
posts
Doesnt
effectively
integrate
social
media
tools
(e.g.,
Facebook,
Twitter,
and
foursquare)
For
a
world-class
museum
that
markets
itself
as
forward
and
connected
to
the
community/audiences,
they
have
very
few
followers
and
p eople
in
their
social
media
circles
SWOT
Media
Relations
Lens:
The
unapproachability
of
the
Museums
social
media
is
a
huge
disadvantage
with
regard
its
media
relations
and
promotions
activities.
Audiences
today
rely
heavily
on
social
media
to
give
them
information
about
organizations
and
events,
as
well
as
provide
an
opportunity
to
talk
about
their
experiences
and
needs.
The
Ashmolean
Museum
must
improve
its
social
media
strategies
in
order
to
connect
with
modern
audiences
and
liberate
itself
from
stereotypical
expectations/preconceptions
of
museums.
ASHMOLEAN
MUSEUM OF ART AND ARCHAEOLOGY
UNIVERSITY OF OXFORD
OPPORTUNITIES
Improve
social
media
tools/strategies
in
order
to
better
connect
with
audiences
Dedicate
more
staff
resources
to
maintaining
and
improving
social
media
tools,
especially
Facebook
Promote
social
media
as
a
way
to
connect
with
the
Ashmolean
Museum,
share
experiences,
and
provide
opinions
Start
a
blog
to
share
information
and
give
behind
the
scenes
access
to
Museum
operations
Museum
effectively
doubled
in
size
(displays
and
galleries)
with
recent
renovations
maximize
potential
of
new
space
with
innovative
exhibits
that
increase
audience
participation
Able
to
attract
previously
out
of
reach
traveling
exhibits
with
newly
renovated
space
Increase
research
and
scholarship
activities
Media
Relations
Lens:
There
are
numerous
opportunities
for
the
Ashmolean
Museum
to
reach
out
to
new
and
existing
audiences
through
media
relations
and
social
media.
For
example,
the
upcoming
2012
Summer
Olympics
in
London
provides
an
excellent
opportunity
to
use
the
media
to
promote
the
Lost
World
of
Old
Europe
to
visitors
from
the
European
Union
and
around
the
world.
There
will
be
intense
media
coverage
of
the
Olympics
and,
if
the
Museum
pitches
ideas
and
sends
media
releases/PSAs
to
the
right
media
outlets,
they
can
potentially
tap
into
new
audience
markets
for
this
special
exhibit
and
future
exhibits.
People
will
also
be
interested
in
the
newly
renovated
galleries;
this
angle
should
be
exploited
in
media
relations
activities.
THREATS
Competition
for
audiences
during
2012
Summer
Olympics
in
London
Virtual
museums
are
increasingly
popular
will
people
want
to
make
the
effort
to
travel
to
the
Ashmolean
Museum
when
they
can
see
a
lot
of
the
artefacts
and
art
online?
(technological)
Competition
from
other
museums,
galleries,
and
heritage
organizations
the
UK
has
these
in
abundance
and
competition
for
audiences
can
occur
Have
people
seen
the
same
exhibits
repeatedly?
Are
they
tired
of
the
seeing
the
same
items?
Decrease
in
funding
from
the
Arts
Council
England
and
the
Arts
and
Humanities
Research
Council,
as
well
as
lottery
b ased
programs,
such
as
The
National
Lottery
and
Heritage
Lottery
Fund
(economic)
Media
Relations
Lens:
The
Ashmolean
Museum
has
to
keep
its
events,
programs,
and
exhibits
appealing
to
a
wide
variety
of
people.
This
means
they
must
use
media
relations
and
social
media
for
promotion
and
to
keep
ahead
of
the
competition.
Media
relations
will
also
mitigate
and/or
manage
threats
and
highlight
the
uniqueness
of
the
Lost
World
of
Old
Europe
exhibit,
as
well
as
the
Museums
other
exhibits,
events,
and
programs.
Diversifying
funding
through
increased
media
exposure
may
help
mitigate
the
effects
of
funding
decreases
from
current
funding
sources
(caused
by
economic
and
political
changes/policies).
3
ASHMOLEAN
MUSEUM OF ART AND ARCHAEOLOGY
GOALS
1. TO
EXPAND
MINDS
AND
INSPIRE
FUTURE
GENERATIONS
2. TO
FOSTER
RESEARCH
AND
SCHOLARSHIP
3. TO
PROMOTE
MUSEUMS
AS
INNOVATIVE
AND
EXCITING
PUBLIC
SPACES
4. TO
PROVIDE
A
WORLD-CLASS
MUSEUM
EXPERIENCE
TO
ALL
ITS
VISITORS
UNIVERSITY OF OXFORD
OBJECTIVES
1. Through
the
practice
of
media
relations,
emphasize
the
uniqueness
of
the
visiting
Lost
World
of
Old
Europe
exhibit.
In
the
12
weeks
before
the
exhibit
opens
on
July
20,
2012
(and
during
the
exhibits
run),
distribute
tailored
pitches
to
journalists
with
a
disposition
to
cover
culture,
history,
art,
and
science.
These
media
pieces
n eed
to
have
a
layperson
approach
so
as
to
attract
audiences
who
may
not
have
otherwise
been
interested
in
visiting
the
Museum.
2. Craft
media
releases
which
focus
on
opportunities
for
scholars
and
researchers
to
access
the
exclusive
Lost
World
of
Old
Europe
collection
between
July
20
and
November
15,
2012.
Distribute
media
releases
to
the
PR
departments
of
universities
with
art
history,
archaeology,
anthropology,
and
history
departments.
This
will
promote
the
once-in-a-lifetime
opportunity
to
students
and
scholars.
3. Through
the
practice
of
media
relations,
emphasize
the
publics
amazing
opportunity
to
see
ancient
artifacts
on
display
for
a
limited
time
at
the
Ashmolean
Museums
Ancient
World
Gallery
for
the
12
weeks
leading
up
to
the
grand
opening
on
July
20,
2012.
Specific
media
relations
tools
include:
elements
of
the
media
kit
and
tailored
pitches
to
journalists
across
platforms.
4. Use
media
relations
tools
to
highlight
the
Museums
recent
renovations,
new
gallery
and
exhibit
spaces,
and
enhanced
amenities.
Exploit
the
Museums
database
of
photos
of
before
and
after
images.
These
can
then
be
used
these
as
part
of
media
kits
to
promote
new
exhibits
and
the
new
feel
of
the
Museum
to
audiences
leading
u p
to
the
opening
of
the
Lost
World
of
Old
Europe
exhibit
on
July
20,
2012,
in
the
newly
renovated
Ancient
World
Gallery.
MEDIA
STRATEGIES
MEDIA
PIECES
Media
Release
Announcement
of
Lost
World
of
Old
Europe
as
a
limited
time
special
exhibit
on
loan
to
the
Ashmolean
Museum
July
20
November
15,
2012)
Media
Release
Invite
public
to
purchase
limited
amount
of
tickets
to
Grand
Opening
of
the
exhibit
PSA
Advance
ticket
offers
and
special
parking
passes
to
early
online
buyers
PSA
Opportunity
to
use
exhibit
collection
for
scholarly/research
purposes
PSA
Free
admission
d ay
to
Museum
for
Queens
Diamond
Jubilee
(June
5)
try
and
create
advanced
interest
in
exhibit
PSA
Exhibit
held
over
for
two
additional
weeks
by
popular
demand
(if
applicable
based
on
attendance
and
sales
of
tickets)
B-roll
Include
clips
of
behind
the
scenes
set-up
and
exhibit
design,
archival
footage
from
original
archaeological
digs,
interviews
with
scholars
and
museum
staff
Photos
Archival
photos
from
digs
and
behind
the
scenes
set-up
of
exhibit
Media
Kits
Include
Lost
World
of
Old
Europe
media
release,
PSAs,
history
of
exhibits
origins,
backgrounder
on
the
artefacts
(overview
of
Danube
Valley
human
occupation
ca.
5000
3500
BC),
B- roll,
and
p hotos
Media
Invite
-
Grand
Opening
public
lecture
and
event
July
20,
2012
MEDIA
EVENTS
1. Photo-Op
Grand
Opening
of
Lost
World
of
Old
Europe
exhibit
(public
lecture
and
event).
Interview/question
period
with
Dr.
Manfred
Oppenheim,
the
archaeologist
who
excavated
many
of
the
Danube
Valley
sites
where
many
of
artefacts
on
exhibit
were
found.
2. Photo
Op
Behind
the
scenes
with
area
schoolchildren
on
tour
at
the
Ashmolean
viewing
the
exhibit
and
participating
in
a
mock
battle
on
the
Museum
grounds
(with
historically
accurate
reproduction
weapons)
4. Media
Event
Grand
Opening
of
Lost
World
of
Old
Europe
exhibit
(public
lecture
and
event)
5. Media
Event
Invite
media
to
nearby
archaeological
dig
managed
by
Oxford
University
and
has
students
digging
on
site.
Show
the
public
how
artefacts
are
found,
removed,
and
prepared
for
exhibition.
Public
can
get
a
better
appreciation
for
the
process
and
timeline
artefacts
go
through
from
dig
to
museum.
Possible
interviews
with
on-site
supervisors
(e.g.,
archaeologist,
osteologist)
and
students.
Use
this
to
promote
Lost
World
of
Old
Europe
exhibit.
6. Media
Event
Unveiling
of
renovated
Ashmolean
Museum
galleries
and
other
public
spaces.
Showcase
the
13
million
pound
renovations
and
the
Museums
ability
to
attract
other
traveling
exhibits
as
a
result
of
its
new
state-of-the-art
facilities.
7. Media Event Mock battle with re-enactors using reproductions of period weapons in Oxford University Quad.
Chris Brown, Director, Ashmolean Museum: Recent renovations to Museum and impact on attracting both traveling exhibits and new audiences Dr. Manfred Oppenheim, Professor Emeritus, Heidelberg University, Germany: Lead archaeologist on original Danube Valley excavations; will be at Grand Opening event July 20, 2012 Graduate students and scholars working with Lost World of Old Europe collection while its on loan to the Ashmolean Museum Agnes Valencak, Exhibitions Manager, Ashmolean Museum: Goddess cults throughout history and feminist approaches to interpreting European prehistory Re-enactors using reproductions of weapons and clothing from the exhibit participating in mock battles and d oing other activities in character Workshop with aspiring archaeologists in local public schools (ages 12 16) Media-specific pitches: Print: o Oxford Journal (online and hardcopy print) Zoe Efstathiou, Events section writer: History of Ashmolean Museum and its involvement in local archaeology (provide media kit, p hotos, archive photos/video of digs in and around Oxford. o Metro Siobhan Murphy, Arts Editor: Impact of Summer Olympics and increased tourism on local cultural events, such as the Lost World of Old Europe exhibit (provide media kit, p hotos). o Evening Standard Fiona Hughes, Arts Editor: Interview with Alison Roberts, Curator of European and Early Prehistoric Collections at the Ashmolean (provide media kit, photos, archive archaeological dig photos). Broadcast (Television): o BBC 2 Tom Dyckhoff, Presenter (The Culture Show): Discuss Britains obsession with heritage (provide media kit, p hotos, b -roll of archaeological dig footage) o EuroNews (No actual presenter): Ashmolean Museum renovations and interview with Dr. Christopher Brown, Director of the Ashmolean Museum (provide media kit, before and after photos, time-lapse video of renovations). Broadcast (Radio): o BBC World Service Mary Ann Sieghart (human interest stories): Ancient diseases, early medicine in Danube Valley settlements ca. 5000 3500 BC (media kit, photos of pathological osteological conditions, video of osteological examination by Ashmolean staff). Electronic: o Time Out (weekly arts and culture magazine) Shalinee Singh, Online Producer (Features): Profile of archaeology and conservation students at the Ashmolean Museum (provide media kit, images) o BBC World Service podcast (Factual - History genre) John Simpson, BBC World Affairs Editor: Behind the Iron Curtain archaeology and museums in M oldova, Bulgaria, and Romania because the exhibits collections are from those places (media kit, archival footage & photos).
PLANS F OR ADDITIONAL PUBLICITY Billboards in London and Oxford & bus stop shelter advertisements Advertisements around Olympic Village & tourist hotspots in and around London Advertisement on Olympics website & UK tourism websites/print resources Social media to engage the public and ask them to share their experiences at the Ashmolean (Twitter, Facebook, Pintrest, Flickr, YouTube) Use Oxford University and London, UK website to draw for free tickets, post exhibit and related media 6 event photos
CRITICAL
PATH
July
20
November
15,
2012
|
Ashmolean
M useum,
University
of
Oxford,
Oxford,
UK
APRIL
Begin media relations planning o Conduct SWOT & write Organizational Overview o Set Goals and Objectives o Determine Budget o Write Critical Path o Set out items to be monitored Compile research on Ashmolean Museums h istory and the journey of the artefacts in the Lost World of Old Europe exhibit from former Communist countries to the UK o Contact archaeologists involved in digs to gather background information and possible angles o Contact scholars who have studied the sites and artefacts (for same reasons as above) Arrange for photographer and videographer to shoot exhibit set up (behind the scenes), interviews with museum staff and scholars, and Grand Opening Research alcohol sponsors for Grand Opening Book Dr. Oppenheim to speak at Grand Opening and facilitate travel requirements, if needed Write Exhibit Announcement and On Sale Media Release for approval
April 27 May 3 (12 weeks) Draft media list Brainstorm media angles Draft media kit for client approval Analyse research on Ashmolean Museums and exhibits history for media kit, photos, media releases, and archival material Shoot behind the scenes photo and video & shoot interviews with Museum staff
May 7 is Early May Bank Holiday Distribute Exhibit Announcement and On Sale Media Release Write Limited Tickets Available for Grand Opening Media Release for approval Determine final media angles & pitches list Send out requests for alcohol sponsorship for Grand Opening Place advertisement in Oxford University student newspaper and on website for two students to tend cash bar at Grand Opening Final media kit for distribution at and prior to media events o Images and video from photographer and videographer
Write Explore Local Archaeology Media Event invite for approval Write Free Admission Day at the Ashmolean Queens Diamond Jubilee PSA for approval Begin planning for re-enactors for mock battle scene in Oxford University Quad o Confirm participants o Arrange necessary permits o Confirm Oxford County paramedics will b e on site for June 23
May
18
24
(9
weeks)
Write Advance Ticket Offers & Parking Discounts PSA for approval Distribute Free Admission Day at the Ashmolean Queens Diamond Jubilee PSA Conduct interviews for cash bar staff
May 25 31 (8 weeks)
Distribute Limited Tickets Available for Grand Opening Media Release Distribute Advance Ticket Offers & Parking Discounts PSA Hire cash bar staff Write mock battle Photo Op for approval Continue planning for battle re-enactment o Book AV and transportation o Hold rehearsal for re-enactment
JUNE
June
1
7
(7
weeks)
June 4 is Spring Bank Holiday June 5 is Queens Diamond Jubilee Free Admission Day at the Ashmolean Queens Diamond Jubilee Event (June 5) Distribute Explore Local Archaeology with the Ashmolean Museum Media Event invite Confirm sponsorship for Grand Opening
June 8 14 (6 weeks)
Write New Ashmolean Museum Unveiled Media Event invite for approval Write Scholarly & Research Opportunities PSA for approval Begin pitching media angles Continue planning for battle re-enactment o Confirm AV and transportation Book tables, chairs, & AV equipment with Ashmolean Museum Book caterer/event company for Grand Opening o Get food & liquor permits o Decide on dcor with catering/event company
June 15 21 (5 weeks)
Distribute New Ashmolean Museum Unveiled Media Event invite Distribute Scholarly & Research Opportunities PSA Distribute mock battle Photo Op Write New Ashmolean Museum Unveiled Photo Op for approval Determine Ashmolean staff resources for Grand Opening
June 22 28 (4 weeks) Mock battle with re-enactors (June 23) Continue with media angles & pitches
Explore Local Archaeology with the Ashmolean Museum Media Event (June 30) Distribute New Ashmolean Museum Unveiled Photo Op
JULY
July
6
12
(2
weeks)
New Ashmolean Museum Unveiled Media Event (July 8) Confirm cash bar staff Distribute Grand Opening Photo Op Confirm interviews for Grand Opening Continue pitching media angles Continue to confirm media angles Confirm caterer/events company Confirm tables, chairs, and AV equipment from Oxford University
July 13 20 (1 week)
Confirm videographer and photographer for Grand Opening Re-confirm caterer/events company (July 18) Confirm Ashmolean staff resources for Grand Opening
Grand Opening Photo Op Media table On-site interviews and media tour of Museum & exhibit Continue pitching and confirming media angles
AUGUST
August 25 is Summer Bank Holiday Media thank you notes (to Grand Opening date) Complete mid-term report and submit to client o Follow monitoring specifics re media angles and pitches, revise as necessary for the next three months until end of exhibit
OCTOBER Write PSA Exhibit Held Over for approval Continue pitching and confirming media angles
NOVEMBER
Media thank you notes (to end of November) Distribute PSA Exhibit Held Over (November 12)
DECEMBER
December 25 is Christmas Day December 26 is Boxing Day Complete final report and submit to client Set and attend evaluation meeting
BUDGET
ITEM
Administration
Publicist
fee
(12
weeks
x
40
hours
x
30
p er
hour)
Office
Supplies:
copying,
folders,
postage,
misc.
Courier
(5
x
20)
Internet
Phone
Cell
Parking
Mileage
Media
Events
Signage
for
Grand
Opening
Catering
Rental:
Tables
Rental:
AV
Rental:
Equipment
Re-enactor
fees
Technician
fees
Re-enactor
transportation
Cash
Bar
staff
(2
x
15/hr
x
3.5.
hrs)
Liquor
for
Cash
Bar
(sponsored)
Dcor
Licenses
&
permits
Costuming
&
dry-cleaning
First
aid
&
security
Production
costs
Comp
tickets
@
20
x
30
Printing
Grand
Opening
handbills
(sponsored)
Media
Kit
printing
Ashmolean
Museum
Brochures
(marketing)
Billboard
rental
Bus
shelter
sign
board
rentals
Photography
Archival
photos
and
footage
to
digital
format
Video
production
Subtotal
5%
Contingency
Less
Cash
Bar
liquor
sales
from
sponsorship
Total
ESTIMATED
14,400.00
250.00
100.00
150.00
50.00
300.00
100.00
150.00
500.00
3,305.00
175.00
400.00
500.00
2,500.00
2,000.00
300.00
125.00
N/C
850.00
500.00
250.00
500.00
600.00
N/C
100.00
N/C
2,000.00
3,500.00
3,000.00
250.00
3,000.00
39,855.00
1,992.75
$(4,000.00)
37,847.75
ACTUAL
10
MONITORING
Over
the
course
of
the
publicity
campaign,
we
will
track
all
media
mentions
of
the
exhibit
by
local,
regional,
and
national
media.
We
will
constantly
review
this
coverage
to
ensure
it
is
congruent
with
the
objectives
outlined
at
the
beginning
of
this
plan.
Should
we
find
that
the
coverage
does
not
align
with
the
categories
below,
we
will
revise
the
list
of
media
angles
and
re-examine
the
purpose
of
the
planned
media
events
as
the
plan
progresses:
Potential
for
learning
and
exploration
for
all
ages
Research
and
scholarship
opportunities
Museums
as
exciting,
innovative,
and
progressive
public
spaces
A
mid-term
report
will
be
prepared
at
the
beginning
of
August
and
presented
to
the
client.
This
report
will
gauge
the
publicity
campaigns
effectiveness
from
mid-April
to
the
Grand
Opening
of
the
exhibit.
Because
this
campaign
runs
from
mid-April
to
November
15,
2012,
and
has
many
components,
it
is
important
to
include
a
mid-term
evaluation
during
the
monitoring
stage,
rather
than
during
he
evaluation
stage.
The
mid-term
report
will
inform
media
strategies
for
the
remainder
of
the
campaign
and
exhibits
run
(August
to
potentially
November
30,
2012,
if
the
run
is
extended
by
two
weeks).
ASHMOLEAN
MUSEUM OF ART AND ARCHAEOLOGY
UNIVERSITY OF OXFORD
EVALUATION
At
the
conclusion
of
the
publicity
campaign,
we
will
gather
all
media
clippings
related
to
the
publicity
activities
surrounding
the
Lost
World
of
Old
Europe
exhibit.
This
will
enable
us
to
create
a
timeline
for
the
client
which
will
assist
in
evaluation
methods
and
may
help
to
inform
future
publicity
campaigns
for
other
events.
Together
with
the
Ashmolean
Museum,
we
will
review
the
mid-term
and
final
reports
in
order
to
identify
the
following:
Gaps
in
coverage
Popular
messages
and
recurring
themes
in
coverage
(did
these
match
our
goals
and
objectives?)
Effectiveness
of
selected
spokespeople
(e.g.,
Ashmolean
staff,
guest
lecturer,
students)
Budget
Did
the
amount
of
coverage
reflect
the
financial
investment
made
by
the
organization?
Timelines
and
rollout
Was
time
used
effectively
by
the
Ashmolean
Museum
and
the
publicist?
Review
of
goals
and
objectives
Did
we
reach
the
goals
and
objectives
originally
set
out
in
this
plan?
11