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THE

LOST WORLD OF OLD EUROPE


THE DANUBE VALLEY, 5000 3500 BC

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 Invite New Ashmolean Museum Unveiled Media Event

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)

3. Photo Op New Ashmolean Museum Unveiled Media Event


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.

ANGLES & PITCHES Possible interview options and features focuses:


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 May 4 10 (11 weeks)


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

May 11 17 (10 weeks)

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

June 29 July 5 (3 weeks)

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

July 20 (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

SEPTEMBER Continue pitching and confirming media angles

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

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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

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