LT-2019-001-Gallery One - Laserfiche WebLink

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Response 1: Gallery One requests funds to support targeted marketing to arts friendly Project/Event audiences of our events and exhibits throughout 2019. The marketing strategies Description* use psychographic segmentation and collaborative marketing techniques. Audience/market: 1. Our target audience is comprised of self -identified arts lovers. They go to arts events such as the theater and music productions, they purchase art at auctions and visit other galleries. We knowthis because they have either visited Gallery One in the past (and we have captured their mailing address) or are attending an arts related event in other cities. This audience we are targeting through methods one and two - print advertising with other cultural organizations around the state and through Gallery One printed material distribution via mail. Our secondary audience is the cultural tourist. It is generally agreed that cultural tourists spend substantially more than standard tourists do. According to an Americans for the Arts report, "cultural travelers- both domestic and international — are ideal tourists. They spend more and stay longer". This is a subset of our primary market. They are arts lovers but we have not met them yet. This audience we are targeting through methods one, three and four- print advertising, Google Ads and NWPB. 83% of listeners take action in response to an NPR sponsorship announcement. Our tertiary audience includes those who might visit Ellensburg for other reasons (other events and conferences) who also have an interest in the arts. As indicated in visitor interactions, we believe we have value added benefit to those visiting for other primary reasons, i.e parents visiting students at CWU. This audience we are targeting through methods one and four NWPB and Google Ads. Strategy: Our strategy is five -fold: 1) Print advertising with other arts organizations around the state that cater to arts audiences; 2) Expansion of distribution of Gallery One produced print materials to addresses outside of 50 mile radius.; 3) continue NWPB advertising; 4) Google Ads; 5) Artists expenses to bring artwork to Gallery One. 2500 character lirrit List of Intended Use of Funds* Print advertisements with other cultural orgnaizations and publications Mailing distribution of Gallery One materials to out of town constituent addresses NWPB advertising Google Ads Artist expenses for travel, lodging and art delivery 21 Projections of Increased Tourism Please provide the following estimates of how any money received will result in increases in the number of people traveling for business or pleasure on a trip: 1. Away from their place of residence or business and staying overnight in paid accommodations; 2. To a place fifty miles or more away from their place of residence or business for the day or staying overnight; 3. or from another country or state outside of their place of residence or business. You must provide the evidence utilized in determining your projections.