The Mattress Factory Art Museum

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500 Sampsonia Way, Pittsburgh, PA 15212 (412) 231-3169 www.mattress.org

Wicked Art Exhibition and Trick-or-Treat Event

Art so fascinating, its scary
Brief Organization Overview
The Mattress Factory Art Museum is a non-profit art museum that has been exposing
Pittsburgh to contemporary, site-specific art installations since 1977. The Mattress
Factory brings in artists from all over the globe to be a part of residencies to create works
of art that demand attention by spanning an entire room. The exhibits are meant to engulf
the viewers in both visual and emotional stimuli. The Mattress Factory displays 17
permanent installations and has shown numerous others.
Situation/Issues
The Mattress Factory believes in an artistic experience different from the average
museum. It is built on a foundation of creativity and self-expression, and because of this,
it believes in the encouragement of these practices in youth. Many children today are
underprivileged and are not given the opportunity to express themselves. Based on these
facts, the Mattress Factory has decided to host a Halloween-themed event in honor of its
latest exhibit, Wicked Art. A Wicked Art Trick-or-Treat event will be created and
implemented throughout the length of the museum in partnership with the Boys & Girls
Club of Western Pennsylvania. All donation-based profits will benefit the Boys & Girls
Club.
Campaign Summary
The Wicked Art Trick-Or-Treat campaign aims to make a difference in the lives of the
children of Western Pennsylvania by creating a safe environment where they can enjoy
themselves while being exposed to art and creativity. The campaign hopes to raise a
significant amount of money, which will benefit the Boys & Girls Club. The Wicked Art
exhibit, created by returning artist Chiharu Shiota, will be open for the first time to the
public on the night of the Trick-Or-Treat event. Children from the Carnegie, Duquesne,
Commodore, McKeesport, Millvale, Shadyside, McKees Rocks and Wilkinsburg Boys &
Girls chapters will be invited as the guests of honor of the event. Children from
surrounding areas as well as art patrons will be invited as well, and in exchange will be
encouraged to donate a suggested amount of $5-15 in support of the Boys & Girls Club.
Mattress Factory employees will dress in Halloween garb, themed to match each of the
exhibits throughout the museum, where they will pass out candy to the children.
Halloween treats and candy will be contributed by Giant Eagle Grocery. The museum
and all of its exhibits will act as an interactive and unique Halloween experience for all.

Goals:
Long-Term Goals
Increased attendance and awareness about the Mattress Factory and its
ideals/values
Overall awareness about the Boys & Girls Club and its cause
Creation of meaningful relationships with the Boys & Girls Club, community
members and organizations who foster the values and goals of the organization
Short-Term Goals
Implementation of a fun, safe and successful evening for children and museum
patrons
Increased awareness and favorable attitudes about the Wicked Art exhibit
Objectives
Increased awareness about the Wicked Art exhibit, the Trick-or-Treat event and
the Boys & Girls Club of Western Pennsylvania by early/mid October.
Creation of favorable attitudes regarding the Mattress Factory, the campaign and
its overall goal of improved living conditions and opportunities for children by
mid/end of October.
o Will be measured through social media interaction from publics and public
involvement in the Boys & Girls club.
Successful attendance (60-70% of the invitees) at the Wicked Art Trickor-Treat event on October 31st. Increased public involvement through
the Pittsburgh area for the Boys & Girls Club of Western Pennsylvania.
Primary Messages
Trick-or-Treat for Equal Opportunities Among Youth
o The point of this message is to explain the purpose of the event and campaign
while encouraging public involvement. It serves as a call-to-action and will give
attendees a justification for participating in the event.

The Mattress Factory and the Wicked Art campaign support self-expression
and equal opportunities for children and teens
o The purpose of this message is to reiterate and state clearly the beliefs of the
organization and the campaign/event. It attaches the organization and exhibit name
to the goals of the campaign.
Publics:
Primary Publics:
Families in the Pittsburgh area (who will hopefully attend the event, think
favorably of the Mattress Factory and become aware about/involved in the Boys
& Girls Club)
All branches of the Boys and Girls Club in Pittsburgh
Media- Pittsburgh, Pennsylvania
Local Newspapers
Local Television
Local Radio

Online Communities (publics on social media portals talking about the event)

Secondary Publics:
Local artists
Fans of exhibiting artist
Art collectors
Hypothetical Place/Time:
The Wicked Art Trick-or-Treat event and the Wicked Art Exhibition release will both
take place on Halloween, October 31, 2015. The exhibition portion will begin at 5:00 pm
to allow time for art collectors and publics to interact with the artist before the children
arrive. The trick-or-treat portion will begin at 6:00 p.m. and both events will conclude at
8:00 p.m., allowing for interaction between attendees of the events. Both events will be
held at the Mattress Factory Art Museum in Pittsburgh, Pa.
Media Relations Tactics:
Two months before the event:
Press Releases and Advisories
o Will be released to the media (Pittsburgh newspapers, television stations, radio
stations) and will be sent to families, artists, and art collectors in the Pittsburgh
area so that they may become aware and share word of the event with related
publics.
Newspapers:
The Pittsburgh Post-Gazette, Editor and Executive Vice-President:
David M. Shribman
The Pittsburgh-Tribune, Deputy Managing Editor: Rick Monti

Television Stations:
WTAE, Reporters: Paul Van Osdol & Bofta Yimam
WPXI, Reporters: Timyka Artist, Dave Bondy, Courtney Brennan, Rick
Earle
KDKA, Reporters: Jon Burnett, Bob Pompeani, Brenda Walters

Radio Stations:
102.5 WDVE, Pittsburgh
107.9 Y108, Pittsburgh
99.7 Wish, Pittsburgh
96.1 Kiss, Pittsburgh

Event Flyer
o A flyer will be created and sent to the media (newspapers, television stations,
radio stations listed above) along with the press releases. They will also be sent
to businesses and facilities in the Pittsburgh area to create awareness about the
event/campaign.

Social Media (will continue throughout entire course of campaign)

o Social media accounts (Twitter, Facebook, Instagram) will be created for the
Wicked Art Exhibit and trick-or-treat event to provide information/updates
(about the event and Boys & Girls Club) and answer questions.

One month before the event:

Event Flyer Continued
o The original flyer will be hung in Pittsburgh area neighborhoods and businesses
in close proximity to the Mattress Factory to further promote awareness.
One to Two weeks before the event:
Feature Story
o A feature story will be sent to the media (newspapers, television, radio), local
businesses and artists/buyers related to the Mattress Factory.
During the event:
Social Media
o Photos will be posted to Twitter, Facebook and Instagram and we will live
Tweet updates and information throughout the evening.
Post event:
Following the event, phone calls and pitch letters will be made/sent to media
representatives about the summary of the event and the money raised for the Boys
& Girls Club.
o Social media accounts will be updated with post-event information and contact
information for the Boys & Girls Club to promote further involvement.
General Event Outline
The Mattress Factory Art Museum is partnering with the Boys & Girls Club of Western
Pennsylvania to create a safe environment for children celebrate Halloween, become
exposed to art and raise funds for underprivileged children.
Tentative Agenda:
Staff prepares the museum with decorations, theme music and other necessary
elements on the day before the events (October 30th)
Doors open for the exhibition at 4:30 p.m.
Wicked Art Exhibition opening reception (speeches) begins at 5:00 p.m.
Refreshments served at 5:00 p.m.
Trick-or-Treat event starts at 6:00 p.m.
Both events conclude at 8:00 p.m.
Staff begins cleaning at 9:00 p.m. to ready the space for the next day

Speakers/Representatives:
CEO of the Mattress Factory thanks everyone for attending, thanks the Boy and
Girls Club for the partnership, explains the events and introduces Chiharu Shiota
Chiharu Shiota gives a brief speech explaining his art work and why he chose to
be a part of the events
Representative of the Boys and Girls Club discusses the impact and importance of
the Trick-or-Treat event
List of Attendees:
Boys & Girls Club branches of Carnegie, Duquesne, Commodore, McKeesport,
Millvale, Shadyside, McKees Rocks and Wilkinsburg
Children from surrounding areas
Art patrons and collectors
Local artists
Art students from surrounding colleges in the Pittsburgh area
Point Park University
Duquesne University
The University of Pittsburgh
Mattress Factory employees and Giant Eagle representatives
Works Cited:
The Mattress Factory Art Museum. (n.d.). Retrieved October 24, 2014, from
http://www.mattress.org/index.cfm?event=Home