Art Center Waco

Integrated Marketing Campaign Package

 Table of Contents

IMC Plan...............................................................................................3

News Release.......................................................................................4

Printed Products..............................................................................5 – 7

Social Media Campaign.................................................................8 – 9

Podcast Link.........................................................................................10

Video Links............................................................................................11

Promotional Products...........................................................................12

Budget...................................................................................................13
 STRATEGIC PLAN
INTEGRATED MARKETING CAMPAIGN

Research
By doing a social media campaign, we hope to increase awareness of the the classes being offered into the new
year, the location of our gallery, upcoming events and more. The schedule for next year's art classes is now out on
the ACW website. The goal now is to reach the target audience of parents and young adults through all social media
platforms.

Current Instagram engagement per post: 10%

Current Facebook engagement per post: 11%

We want to reach at least 15% engagement per post with the upcoming classes social media posts.

Actions
Social media: Increase engagement by 5% and increase followers by 100 accounts.
News release: A promotional news release that announces the upcoming year's classes for children and
young adults.
Printed products: Flyers, a QR code to sign up for classes and cardstock handouts at ACW.
Podcast: An introductory podcast featuring the our new director of art classes and camps.
Video: A video with images and footage from last years children's art classes.

Communication
Logistics:
Post consistently on Instagram and Facebook.
Encourage consistency when promoting the new classes for both children and adults.
Direct participants and target audience to the Art Center Waco website to sign up.
Results:
Increase social media activity along with participants for classes.
An increase in ACW memberships

Evaluation
Did we increase social media engagement by 5%?
Did we increase ACW memberships?
DId we adequately educate those who were interested in ACW?
All questions will help us evaluate the effectiveness of the social media campaign
FOR IMMEDIATE RELEASE

Contact Information:
Kaylee Cannon
Art Center Waco PR Intern
Kaylee_cannon1@baylor.edu
541- 840-1908

Art Center Waco Announces Next Upcoming Events for the Year

Waco, Texas – Oct. 12, 2022 – Art Center Waco is bringing a variety of new exhibits and classes as they head
towards the new year. The classes will provide learning experiences for both children and adults. The new
exhibits will give viewers a new way to see the outside world.

“It’s fun to imagine what that type of shift in thinking could do for our art in Waco and for our community as a
whole,” said Doug McDurham, CEO of Art Center Waco. “Waco is growing and developing, and I want art to
be a key part of that growth.”

The upcoming classes will be taught by Bonnie Holmstrom, Brad Settles and Melanie Stokes. Each of these
artists specialize in different areas of art, so art students can choose what they would like to create. It will be a
time to bring creativity to light.

New exhibits will also be brought into the gallery after Nov. 11, and they will each have an opening event that
will be free and open to the public. The next exhibit is called, “A Peek at the Cameron Collection.” More
information about this exhibit will be released within the month.

“I’m excited we’re bringing such a unique show to our Waco audience. It’s something you won’t want to
miss,” said Jeremy Vickers, Art Center Waco Board President.

Those interested in taking an art class can sign up at www.artcenterwaco.org. The website also gives more
information about the upcoming exhibit. Art Center Waco is also on Instagram @artcenterwaco, and Facebook
@artcenterwaco.

About Art Center Waco

Art Center Waco, a nonprofit institution, enriches lives by deepening understanding, exploration, and
appreciation of art through programs, exhibitions, collections, and collaborations. Art Center Waco is an
innovative curator and presenter of First-Class exhibitions that inspire ideas, artistic contributions and
endeavors, as well as conversations that are important and relevant to our world today.

###
Art Center Waco
Art Classes
BEGINNING IN JANUARY

GO TO OUR WEBSITE TO
VIEW THE FULL SCHEDULE OF
NEXT YEAR'S CLASSES.

LEARNING | PAINTING | CREATING

MORE INFORMATION CAN BE FOUND AT

WWW.ARTCENTERWACO.ORG
OUR VALUES

Teach
We strive to present engaging exhibits,
programs, and outreach experiences to
the local community, schools, youth
groups, and partner organizations to
reach an audience that celebrates all
aspects of human differences.

Display
We are committed to teaching and
deepening understanding, displaying
First-Class exhibitions.

Inspire
We strive to inspire new ideas through
engagement with programs, exhibitions,
collections, and collaborations.

254-752-4371
CONTACT US 701 S. 8th St. Waco, TX 76701 www.artcenterwaco.org
 Scan Me

ACW Membership
WWW.ARTCENTERWACO.ORG
 SOCIAL MEDIA CAMPAIGN

Overview of Campaign

At Art Center Waco, we strive to present engaging exhibits, programs, and outreach
experiences to the local community, schools, youth groups, and partner organizations.
These social media posts will encourage our target audiences to participate in our art
classes and view our future exhibits.

Instagram Posts

Post: Do you love painting with your

hands? Our finger print painting tutorial
will be on Jan. 29

Post: Interested in our upcoming classes?

The sign up link is now open on our website.

@artcenterwaco
 SOCIAL MEDIA CAMPAIGN

Facebook Posts
Post: Did you know that next year's art Post: We have a new exhibit in the works!
classes are now on our website? Go There will be more information to come
check it out! regarding the artist and opening night.

Reels @artcenterwaco

We will also have a video reel

that will go on both Instagram
and Facebook promoting the
children's camps.
 Podcast Link
https://open.spotify.com/show/1P05SqVMdUsYiFpUZfdMSf
Video Links

Video 1

Video 2

Video 3
 PROMOTIONAL PRODUCTS

ACW pen ($2.00)

ACW splatter paint bag ($20.00)
ACW water bottle ($12.00)

These products are for the

promotion of the 2023 year with Art
Center Waco. We would order 50 of
each item for a cost of $1,650.
 UPCOMING CLASSES BUDGET

January – March 2023

Supplies............................................................................. $1,200
($400 a month for paints and classroom use)

Advertising fees................................................................ $800

($265 a month for promotion and advertising on platforms)

Promotional Products..................................................... $1,650

(Pens, water bottles, splatter paint bags)

Total budget requested: $3,650

Total cost a month: $1,216
Duration: 3 month

*All costs were based off of the summer 2022 costs of classes and camps