the Shalom gamarada art exhibition waS an outStanding SuCCeSS thiS year due, in no Small part, to the wonderful

publiCity Created by daemon 2iC. many viSitorS Commented that they had heard about the exhibition “everywhere
Ilone Lee President of The Shalom Institute

Shalom gamarada art exhibition
DAEMoN 2iC IMPlEMENTED A TARGETED MEDIA RElATIoNS CAMPAIGN To SUPPoRT ThIS PRo-boNo ClIENT IN booSTING ThE NUMbER of AboRIGINAl MEDICAl STUDENTS IN AUSTRAlIA

Challenge. Utilise PR to support the Shalom Institute’s project goal of securing three full scholarships to the University of New South Wales. Strategy Daemon 2iC developed a targeted media relations campaign to generate awareness and support for the Shalom Gamarada Art Exhibition and the scholarship program, amongst the target audience of ‘potential buyers’ Daemon 2iC implemented a two pronged approach to secure maximum coverage in the lead up to and throughout the art exhibition.

Media angles were developed and tailored to appeal to the arts media and concurrently tap into the social issues of indigenous Australians, to demonstrate the need and importance of the Shalom Institute’s education initiative. reSultS Daemon 2iC secured a total of 4 pieces of media coverage on behalf of the Shalom Institute in top-tier media, raising awareness of the Shalom Gamarada Art Exhibition and the scholarship program amongst the target audience of ‘potential buyers’.

An estimated 5% increase in attendance compared to last year’s Shalom Gamarada Art Exhibition event was achieved and a total of $87,000 worth of Indigenous artwork was sold. This represents the best results yet for the Shalom Gamarada Art Exhibition. 84% of all campaign key messages were delivered to the target audience via the media coverage, successfully educating ‘potential buyers’ about the Shalom Gamarada Art Exhibition and the scholarship program. Thanks to the success of the 2007 Shalom Gamarada Art Exhibition, three new full scholarships will be funded commencing in 2008.

Daemon 2iC – Case Study 

Daemon 2iC – Case Study

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