Be A Part Of The Story
Industry Overview
The Park City Summit County Arts Council is a part of the Performers and Creative Arts Industry. The overall industry includes artists and performers and other artistic professions (IBISWorld). This industry is highly dependent on the per capita income of consumers.
Within the Performers and Creative Arts Industry, leading trends in the industry show that people are moving towards creative services in regard to creative products. Other trends include sustainability. Digital technology is also becoming increasingly popular. Digital technology is helping make art exhibits more interactive, which for a majority of people can be more entertaining than simply looking at art on a wall (Deloitte). The most recent innovations within the technology industry include advances in digitization, experience, social media, geography, security, and analytics (Deloitte).
Industry Threats include live-streaming services that do not require people to get out of their homes. This means that marketing efforts have to be strong and enticing enough to motivate people to attend a local concert, gallery, film shows, musical, etc. The industry also requires a level of a time commitment than most other industries doesn’t demand. The general public appreciates artists and other creative works, but it can be very difficult to convince someone to pay money to simply show appreciation. Galleries, art shows, independent film theaters, local concerts are typically not offered for free and thus require consumers to pay a fee, which can deter people who could get similar satisfaction from consuming or watching something similar online.
Brand Attributes
Credibility: The Park City Summit County Arts Council is known as a credible organization because it follows through with promises to their customers. They do not fail to deliver and are true to their word. Customers can rely on the PCSC Arts Council when attending events knowing all the event information that was previously stated on their website or through social media will be available. Their credibility has also strengthened the trust customers have with their organization.
Uniqueness: The PCSC Arts Council is its uniqueness within the community. No other organization in Summit County does what the PCSC Arts Council does. The few competitors that the PCSC Arts Council does have, do not set themselves apart like the PCSC Arts Council does. They set themselves apart by being an umbrella organization for all art and culture products and services in Summit County. Their services are not limited as they will partner with almost anyone to bring the Summit County community closer to art and culture.
Consistency: The PCSC Arts Council is also a consistent organization that has a focus on establishing annual events. They have their hand in many Summit County events that recur weekly, monthly, and annually. Customers can expect the PCSC Arts Council to communicate in a way that is always on brand and is true to the brand’s mission
Opportunities for Growth
Summit County, Utah was ranked within the top 5 small communities in the country for its overall arts vibrancy score (SMU Data Arts). The data was collected by SMU Data Arts, who defines “vibrancy” as “pulsating with life, vigor, or activity.” The intention of SMU Data Arts was “to provide information about metrics that are meaningful” to the arts and culture industry and to stimulate conversations about “how critics vary in their arts vibrancy and what forms vibrancy can take.” Overall, Summit County ranked second in the country based on its scores for “Arts Providers,” “Arts Dollars” and “Government Support.” This data demonstrates how the arts and culture scene in Summit County is receiving recognition. Recognition can lead to many positive outcomes for a community like Summit County that hosts more tourists a year than local residents.
The Park City Summit County Arts Council should take advantage of the growing national awareness for arts and culture in Summit County and use it to showcase their products and services offered for tourists and/or locals interested in the performers and creative artists industry.
Digital Media Campaign Idea
The core essence of the PCSC Arts Council is to support, strengthen, and promote local art and culture in Summit County. They strive to make art and culture an essential part of the community by providing specific products and services that advocate for artists in Summit County. Ultimately the brand that the PCSC Arts Council maintains within the community is one that advocates for local creatives. They maintain their brand identity by partnering with organizations and sponsoring events that serve the larger creative sector. A brand mantra relevant to the digital campaign is making art a part of the community and be a part of the story. Both mantras are important to the overall efforts of the digital campaign.
The PCSC Arts Council is looking to increase its engagement with the Summit County community. They are looking to establish relationships with people in the community who then might be more interested in attending art and culture events. They are also interested in showcasing art created locally from those living in Summit County. My idea for a digital campaign revolves around the campaign’s central hashtag, which is #beapartofthestory. This hashtag is intended for the PCSC Arts Council to use as well as its audience on social media. Being a part of the story means that the community actively participates in the ongoing story of arts and culture in Summit County. Every artist has their own story, every art gallery has its own story and so does the rest of the community. My intention for this hashtag is to motivate people to engage and take part in creative community events. The hashtag will be used by the PCSC Arts Council for marketing purposes, but it will also double as the way the audiences engages with the campaign as well. As people visit local galleries, art classes, cultural events, films, etc. they will use the hashtag in their caption once they have captured a picture that relates to the event. The objective is that the hashtag will be frequently used, so much so that people can search that hashtag to find what art and culture related events are offered in Summit County. In the long run, it will serve as a reference for people to refer back.
The narrative I want the digital campaign to tell is one that promotes a sense of community. I want there to be a simplistic story to tell so that it is easy for readers to understand and follow along with the duration of the campaign. I also want the narrative to be genuine. All content and messaging to be seen by consumers will come from an authentic place. I believe promoting genuineness is an effective way to capture the emotional appeal of consumers. Another aspect of my storytelling narrative that I feel is important is the anticipation of a surprise for a product or service. Most people tend to love surprises from their favorite brands. For this reason, I would like to highlight a gallery every week during the digital campaign. My hope is that people will look forward to which gallery the PCSC Arts Council is featuring so that they can then go visit on their own time. One of the brand narratives I would like to tell through the digital campaign is the relations that can be formed through artists and community residents.
As people post pictures to social media platforms like Twitter or Instagram using the campaign hashtag, the PCSC Arts Council will repost pictures (given the consent from the original person who took the picture) to use in their campaign to highlight the activities, perspectives, and thoughts of those participating in community art and culture events. Reposting content, while incorporating original PCSC Arts Council content, is a very pure way to have consumers identify with people already taking a part in art and culture events. The other brand narrative I want to tell through the digital campaign is one that illustrates the work of artists in Summit County. I want to also expose the process and effort artists go through to create pieces that mean something to them. If people are able to see the behind-the-scenes process, the community will be more inclined the support their finished work. Content like this will be available on either Instagram live stories, regular 24-hour stories, blog posts, Facebook live events, or a basic Facebook and Instagram post. Both narratives are straightforward concepts that will help promote the PCSC Arts Council and the local art and culture scene. I have also attached examples of how I plan to communicate with the target audience through social media platforms.
The best platforms to reach the target audiences of the PCSC Arts Council are Facebook and Instagram. Facebook is an essential platform because of how it is set up for organizations to post about upcoming events. It incorporates a space for all the details one would need to and want to know about an event. Since the information is easy to consume, people are generally more eager to go to an event if they don’t have to spend a lot of time hunting for simple information like address, hours, etc. Both Facebook and Instagram are very visual platforms, which works to the benefit of the PCSC Arts Council. They are able to capture the attention of their audience without requiring too many words that people don’t want to read. Pictures and videos appear very large on mobile and computer screens, so it plays to the advantage of visual advertisements of the PCSC Arts Council.