deliverables part 1 – final project deliverables · 4. marketing plan 1. marketing goals,...
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M. Catherine Vermillion Art For The Paws 001161073 1
Deliverables
Part 1 – Final Project Deliverables
1. Title Page 2. Executive Letter 3. Table of Contents 4. Marketing Plan
1. Marketing Goals, Objectives, and Methods 2. Target market 3. Research of best marketing tools 4. List of Possible Vendors, contact information, and communication strategies for
each 5. Marketing Strategy 6. Social Media Publishing Content: Instagram account and Facebook Event page 7. Schedule and plan for social media posts 8. Poster Advertisement Mockup PDF
5. Financial and Donation Plan 1. Create donation goals, objectives, and methods 2. Document expenses (if any) 3. Contact all donating vendors 4. Donation Plan
6. Exhibition Plan 1. Layout and spacing plans for stands 2. Completed list of all vendors participating 3. Artist and Vendor Contracts 4. Setup and Clean Up Plan
7. Event Plan 1. Schedule of event/timeline 2. Contingency plan
8. Evaluation 1. Survey of attendees 2. Survey of vendors 3. Personal reflection 4. Graded Goals 5. Photos
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ART FOR THE PAWS Project Evaluation Report
by
Mary Catherine Vermillion
March 11, 2018
BDAL M.A. Final Project
Thomas Nickles
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Review Committee Department of Business Design and Arts Leadership Savannah College of Art and Design P.O. Box 3146 Savannah, GA 31401 To Whom It May Concern,
For my final project as a candidate for the Business Design and Arts Leadership Master’s Program through the eLearning campus at the Savannah College of Art and Design, I planned and executed a fundraising art exhibition titled “Art For The Paws” on February 24th in Charlotte, NC.
The abstract of Art For The Paws was the execution of a fundraising art exhibit that displayed local art, with local food, libations, and activities that the attendees were able to participate in. The goal of this event was to bring attention to the issues in lack of donations to a local animal shelter of Charlotte, and all donations and money raised ($1700) went directly to a Greater Charlotte SPCA (Society for the Prevention of Cruelty to Animals). This exhibition took place in Charlotte, NC- the largest city in North Carolina- on February 24th, 2018. Being that Charlotte is the largest city in North Carolina and has a high rate of homeless animals, it was the ideal location to host this exhibit and draw attention to this cause. I worked with local art galleries and artists to provide their works at the exhibition, offered a change for them to showcase and sell their works in an engaged environment that drew in a crowd of people. This show featured activities, food, and libations to promote the show in a way that drew in the target market of millennials.
Mary Catherine Vermillion Student ID: 001161073 [email protected]
A Final Project Report Submitted to the Faculty of the Department of Business Design and Arts Leadership in Partial Fulfillment of the Requirements for the Degree of Master of Arts in
Business Design and Arts Leadership from Savannah College of Art and Design
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Table of Contents
Marketing Tools and Strategy……………………………………..………………………………5 • Marketing Overview……………………………………………………...…………………...6 • Target Market………………………………………………………………………………….6 • Research ……………………….…………………………………………………………...…6 • Venue Contact List…………………………………………………..…………….………….9 • Venue Contract Mockup………………………………………………………………..……11 • Artist Contact List………………………………………………………….………………. .12 • Artist Contract Mockup……………………………………………………...…………..…..14 • Social Media Publishing Plan………………………………………………...…………..….16 • Social Media Advertisements…………………………………………………...…………...18
Financial and Donation Plan……………………………………………………………………25 • Donation Goals, Objectives, and Methods…………………………………………………..25 • Document expenses (if any)……………………………………………………….………...26 • Donation Email Draft………………………………………………………………………..26 • Donation Contact List………………………………………………………………..............27 • Donation Plan………………………………………………………………………..……....28 • Items Received for Donation…………………………………………………………...........30 • Silent Auction Sheet Layout…………………………………………………………………31 Exhibition Plan…………………………………………………………………………………..33 • Layout and spacing plans for stands…………………………………………………………33 • Completed list of all vendors participating…………………………………………………..34 • Artist and Vendor Signed Contracts…………………………………………………………36 • Setup and Clean Up Plan…………………………………………………………………….43 Event Plan……………………………………………………………………………………..…44 • Schedule of event/timeline…………………………………………………………………...44 • Contingency plan…………………………………………………………………………….45 Evaluation………………………………………………………………………………………..47 • Completed Surveys…………………………………………………………………………..47 • Graded Goals……………………………………………………………………………...…48 • Personal Reflection………………………………………………………..………………....50 • Photos………………………………………………………...................................................73
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Marketing Plan
Marketing Tools and Strategy
Goals in marketing this event is to attract the millennial as a target market. Objectives include having adoption issues brought to light, highlight local art, and tie these together by presenting local art with an animal theme and dogs from a local animal shelter. The plan of action to reach the market solely relies on social media platforms. The event’s focus is to not charge the attendees or artists participating, which means that to maintain a cost-free structure, the advertisement needs to be free as well. Social media provides the ultimate space for free advertisement and promotion.
Methodology that will be taken to complete these will be to
• Advertise the event on social media- platforms highly used by millennials • Have the brewery and local artists advertise the event on their pages as well- attract a
higher volume of people to the event • Market the profiles of the dogs on social media accounts to bring in more people who are
interested in adopting and meeting the dogs available
This will be the most effective way to market the event and communicate its goals and objectives. Research of interests of the target market- trends, statistics, preferred Charlotte businesses, venues, etc,- proves that breweries are the ideal place to host an exhibition with the millennial as the target market. Research also proves that social media is the prime method to freely advertise and reach the millennial.
How I plan to accomplish my goals of reaching the millennial generation through social media is constantly publishing on these platforms and spreading word of the event by word of mouth and tagging/sharing on them.
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Marketing Overview:
The goal of this event is to bring attention of the lack of adoption to the Charlotte millennial using their strong interest in local art, animals, and craft beer
Millennials and craft beer:
Source: https://www.brewersassociation.org/communicating-craft/understanding-todays-craft-beer-lovers-millennials-women-hispanics/
Social media and millennials:
“Get on social media. It’s no secret that millennials are one of the most engaged, involved segments of society on social media. They represent the largest audience segments on most platforms, especially new players like Instagram and Snapchat, and tend to prefer interacting on these channels than any other outlet. As such, they should be a main priority for the production, distribution, and syndication of your content.”
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Source: https://www.forbes.com/sites/jaysondemers/2016/06/27/7-ways-to-target-millennials-through-content-marketing/#51b02a283e7f
Animals and millennials:
Millennials really have an interest in animals, especially in terms of owning them. They are starting to redefine pet ownership through several different segments: “redefining family, pampered pets, smarter nutrition, redefining pet, building global communities, achieving more, inspiring adventures, and deepening awareness.”
Millennials are focusing more on themselves and building up their careers and savings, and in order to fill this gap of a lack in building a family, they get dogs. They also ensure that their pets are well taken care of, almost as if they are children- which means smarter nutrition, the defining of their social media identity, and creating a community because of this ownership. Not only does owning a pet increase these ideals and outcomes for the millennial generation, but it also deepens the awareness of the world around them. They are also owning pets more so than generations before them out of love and compassion for these animals. They are “looking for new ways to broaden the human-animal bond so that pets and people can live better lives together.”
Source: https://www.purina.com/better-with-pets/8-ways-millennials-are-defining-pet-ownership
“Pet ownership, in general, is up and the Survey shows a new generation of pet owners contributing to that growth. Gen Y/millenial pet ownership has officially surpassed baby boomer ownership by three percentage points to now account for 35 percent of all pet owners.”
“Millennials may be the largest generation segment of pet owners in general, but they also account for more than half of reptile, small animal and saltwater fish owners,” said Vetere. “This is a very passionate, active and connected group, and it’s been very exciting to see the ways in which our industry is working to meet the demands of this powerful demographic.”
“Key personal statements:
85% of owners believe pets are a good source of affection
82% agree that interacting with a pet can help them relax
81% are aware that owning a pet can be beneficial to their own health”
Source: https://www.petfoodindustry.com/articles/6386-millennials-led-us-pet-ownership-to-846-million-in-2016
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Venue, Vendor, and Artist Contact Lists
Venue
To attract the target market of millennials in Charlotte (and adhere to the goal of having dogs present at the event to bring attention to adoption issues) I chose to pursue breweries in popular Charlotte areas as possible venues.
Breweries in Charlotte often allow dogs in their vicinity and can do so because the food they provide is through separate food trucks. This will prove to be a crucial asset in terms of working with a local shelter and having adoptable dogs attend the event.
Using a local non-profit adoption agency will also allow for these venues to “donate” their space as a tax write off and something that is giving back to the community. This will provide the opportunity for me to be able to continue setting up this event as a free for all attendees and artists.
Providing a food vendor at the event is a goal of mine as well, and these breweries have working relationships with the food trucks that set up shop outside the brewery. Once a venue is established, I will look further into the food vendors that the brewery has worked with in the past and if they would also be willing to cater or donate some small eats to the cause. They could also set up their food truck as an extra amenity and charge patrons for the food they order individually, but they will be asked to attend the event and set up their truck free of charge.
Email Draft
My name is Catherine Vermillion, and I am currently working towards a masters in Business Design and Arts Leadership from SCAD. For my final project, I am creating and implementing a plan to host an art fundraising exhibition- Art For The Paws- at the end of February. I have teamed up with Greater Charlotte SPCA and all donations generated at this event will benefit them.
We would love to form a working relationship with your brewery and promote your business through hosting this exhibit at your location. It is my goal to focus on the promotion of local businesses, local artists, and the Great Charlotte SPCA, and it is my hope that you would be willing to provide space at your site free of charge.
Please get back to me at your earliest convenience, looking forward to hearing from you!
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Venue Contact List
Local Brewery
Contact Committed Contact Information
Wooden Robot Email Interested and have began making a contract with them
Zena Irving Taproom manager [email protected] Kristen Merkl Brand Ambassador [email protected]
Resident Culture
Email Interested, but couldn’t do February 24th, had to move up to February 17th
Cassi Barlow Events team [email protected] Amanda Events team [email protected]
Heist Brewery Email No response (704) 375-8260 [email protected] [email protected]
Divine Barrel Facebook Interested, but couldn’t do February 24th, wanted to push to March 3rd
Gavin Facebook messenger Divine Barrel FB page
Legion Brewing
Email Not interested Brittany Events team [email protected] [email protected]
Sycamore Contact form
No response 704-910-3821 Contact form on website: www.sycamorebrew.com
Sugar Creek Email No response 704-521-3333 [email protected] [email protected]
Old Mecklenburg Brewery
Contact form
No response (704) 525-5654 Request for Proposal Form: www.oldemeckbrew.com
Triple C Contact form
No response 704.372.3212 Contact form on website http://www.triplecbrewing.com/contact/
Unknown Brewing
Contact form
No response Contact form on website: http://www.unknownbrewing.com/
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Lenny Boy Contact form
No response Contact form on website http://www.discoverlennyboy.com/contact-us.html
Birdsong Email Event room not available for free booking on weekends; also can only hold up to 60
Lisa Nitchke Events Director [email protected] [email protected] Jacqueline Taproom Manager [email protected]
NoDa Brewing Contact form
No response Contact form on website http://nodabrewing.com/contact-us/
Rock Bottom Contact form
No response Contact form on website: https://rockbottom.com/contact-us/
The Brass Tap Contact form
No response Contact form on website https://www.brasstapbeerbar.com/contact.aspx
Broken Spoke Contact form
No response 1-704-469-9540 [email protected] Contact form on website http://www.brokenspokenc.com/contact/
Bulldog Beer Contact form
No response [email protected] Contact form on website http://www.bulldogbeerandwine.com/contact
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Venue Contract
VENUE CONTRACT
TIMEFRAME: Wooden Robot will allow Art For The Paws to host an art fundraising exhibition at its location on February 24th from 3pm-7pm, with artists setting up at 2pm and beginning to close down booths at 7pm.
DONATIONS: Wooden Robot will donate $1 per large pour of any beer purchased between the hours of 3pm-7pm on February 24th to Greater Charlotte SPCA. Wooden Robot will provide Art For The Paws with the numerical accumulated donation amount after the event ends in order to provide the knowledge of how much money was raised to donate to Greater Charlotte SPCA. Wooden Robot is responsible for donating the money to Greater Charlotte SPCA, Art For The Paws is acting only as a facilitator to raise awareness and donations.
VENUE’S CONSENT: I have read and consent to the above Venue Contract.
WAIVER: I hereby agree to release, discharge and hold harmless Art For The Paws, its directors, artists, volunteers and/or members/visitors from any and all liability or damage that may occur to the venue while the exhibition takes place
NAME:________________________________________________________________________
SIGNATURE: ___________________________________________________________________
DATE:_________________________________________________________________________
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Artist Email/Contact Draft
Hey there! I’m hosting an art exhibition ‘Art For The Paws’ at Wooden Robot on February 24th and wanted to see if you had interest in setting up some of your works at the event! Nothing elaborate, just a few pieces to advertise your work- and no cost to you to set up. Just bring whatever you’d like to advertise or sell your stuff. Let me know if you’re interested!
Artist and Non-profit Contact List
Local Artist Contacted Committed Contact Information Durrett Designs
Instagram Sydney Durrett [email protected]
Austin Light Website Austin Light [email protected]
Lyndsey Lindquist
Facebook No response Lindsey Lindquist
Michelle Rivera
Email Interested but out of town
Michelle Rivera [email protected]
Tyler Helfrich Art
Email Interested but of town
Tyler Helfrich [email protected] Facebook
Meg Greene Malvasi
Contact form and Instagram
Interested but spots were filled
Meg Malvasi [email protected] Instagram littledogslaughed/
Amy Hart Contact form
Amy Hart [email protected] Contact Form on website: https://amyhartdesign.wordpress.com/contact/
Jen Walls Contact form
Moved to Florida
Jen Walls http://jenwalls.weebly.com/ http://jenwalls.weebly.com/contact.html
Alexander Hood Art
Instagram Late response
Alexander Hood [email protected] Instagram:alexanderhoodart
Rachel Haungs
Instagram Interested- but had to turn away due to lack of space
Rachel Haungs [email protected] Instagram artbyracheljhaungs
Holly Patton Art
Instagram Interested Holly Patton Instagram hollypattonart
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Laura Sussman-Randall
Instagram Interested but packed schedule
Laura Sussman-Randall Instagram laurasussmanrandall
Kristin Lozoya
Fine Art America profile
No response Kristen Lozoya FAA Profile https://fineartamerica.com/profiles/1-kristin-lozoya.html Instagram birdladypaints
Shane Manier (Knows Rachel Haungs)
Didn’t reach out, due to lack of space
Would most likely be interested
Shane Manier [email protected] https://shanemanier.com/
Local Adoption Agency
Contact Committed Contact Information
Greater Charlotte SPCA
Facebook then further correspondence through email
Kristen Johnson Event coordinator [email protected] Heather Bowman GCSPCA ambassador [email protected]
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Contract With Artists:
EXHIBITION PROCEDURES
Exhibiting artists assume responsibility for loss or damage and must sign a waiver to that effect.
Wooden Robot Brewery and Art For The Paws will not handle sales of displayed art. Prices may be posted by artist who will create and provide labels for the artwork. Exhibiting artists should also attach or provide information containing title, medium and price with contact information.
ART: The artist will bring a minimum of three items to be presented at the exhibition. The artist is also responsible for all items at their booth, remaining at their booth, and any purchasing transaction- of their pieces- that will take place during the exhibition hours. Art For The Paws reserves the right to require the artist bring more than three items to present at the exhibition based on size or quality of the work.
Submissions of works that will be presented at the event are due on February 11th. These submissions are to ensure that the artist is prepared for the exhibition and provides Art For The Paws the ability to ask for more artwork/pieces to be provided. The asking of more items presented is based on size and quality of the work (The artist will need to have enough pieces or large works to fill their personal space at the event.)
SETUP AND TAKE DOWN: The artist will arrive at 2pm on February 24th to setup their artwork/items. Arriving earlier, based on difficulty of setup, is possible and may be required for some artists. The artist is expected to remove his or her work at the end of the agreed upon display period- February 24th, 3-7pm. Should the artist fail to do so, work may be removed by Wooden Robot Brewery or Art For The Paws. In this case, Wooden Robot Brewery and Art For The Paws will attempt to reunite artist and work, but assumes no responsibility for loss or damage. Wooden Robot Brewery does not have room to store works of art.
PRUCHASES: Artwork or items purchased are to be managed by the artist. Wooden Robot and Art For The Paws is acting as a platform for artists to present and sell their work, and is not
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responsible for managing purchases or transactions between the attendees, purchasers, or artists.
ARTIST’S CONSENT: I have read and consent to the above Exhibition Procedures.
WAIVER: I hereby agree to release, discharge and hold harmless Wooden Robot Brewery, its directors, officers, employees, agents, contractors, volunteers and/or members/visitors from any and all liability or damage that may occur to my artwork while on display at Wooden Robot Brewery. I understand that the display of artwork may involve risks and I understand that Wooden Robot does not provide insurance for artist’s displays in its facility.
PHOTO and/or VIDEO RELEASE: I understand that for promotional purposes that Wooden Robot Brewery and Art For The Paws records video and/or photographs of participants and the interior of the facility. I hereby release and permit Wooden Robot Brewery and Art For The Paws to utilize for said promotional purposes any photographs or video of my displayed artwork or me while at Wooden Robot Brewery.
NAME:________________________________________________________________________
ADDRESS:______________________________________________________________________
PHONE:_______________________________________________________________________
EMAIL:________________________________________________________________________
DATE:_________________________________________________________________________
Wooden Robot Brewery and Art For The Paws assumes no liability either explicitly or implicitly in permitting the artist to display his/her artwork at Wooden Robot Brewery.
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Social Media Publishing Plan
Outline covering social media postings and best course of action to ensure the most advertisement and promotion possible
1. Create a Facebook event page and Instagram account 2. Upload pdf images created to advertise the event to the social media accounts when
completed 3. Invite friends to event and ask them to share, comment, or like 4. Post a “Call To Artists” post and have friends comment or share the post, and also tag
possible interested artists 5. Once all artists who will be involved have signed contract (February 4th due date), create
postings and advertisements with them 6. Have artists submit images of products they plan to display at the event (February 11th)
and post them to the social media advertisements starting on February 12th 7. Post three times per social media platform, per week 8. Post once in Facebook on these days
a. Monday, February 5th: Post an artist profile of an artist displaying their pieces at the event
b. Wednesday, February 7th: Post an artist profile of an artist displaying their pieces at the event
c. Friday, February 9th: Post an artist profile of an artist displaying their pieces at the event
d. Monday, February 12th: Post images of pieces that artists plans to display during the art fundraising exhibition
e. Wednesday, February 14th : Post images of product being offered at the raffle f. Friday, February 16th g. Monday, February 19th: Post images of pieces that artists plans to display during
the art fundraising exhibition h. Wednesday, February 21st: Post images of product being offered at the silent
auction i. Friday, February 23rd: Run final ad for event that includes all artists, products, and
donations per beer purchased during the event 9. Post once on Instagram on these days
a. Monday, February 5th: Post an artist profile of an artist displaying their pieces at the event
b. Wednesday, February 7th: Post an artist profile of an artist displaying their pieces at the event
c. Friday, February 9th: Post an artist profile of an artist displaying their pieces at the event
d. Monday, February 12th: Post images of pieces that artists plans to display during the art fundraising exhibition
e. Wednesday, February 14th: Post images of product being offered at the raffle
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f. Friday, February 16th g. Monday, February 19th: Post images of pieces that artists plans to display during
the art fundraising exhibition h. Wednesday, February 21st: Post images of product being offered at the raffle i. Friday, February 23rd : Run final ad for event that includes all artists, products,
and donations per beer purchased during the event
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Advertisements
Instagram and Facebook Event Icon and Cover Photo
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Advertisement for Event Printed Poster
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Advertisement Post for Donations:
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Instagram Post to Advertise for Artists
Printed Advertisement for Artist Submissions
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Mockup of artist promotions
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Mockup of adoptable dog promotions
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Financial and Donation Plan
Donation Goals, Objectives, and Methods
The goal of this event is to bring attention to the issues in lack of donations to the Humane Society of Charlotte, and all donations and money raised will go directly to the Greater Charlotte SPCA (Society for the Prevention of Cruelty to Animals). The donation goal specifically is to generate a profit of $500 total to donate to a local animal shelter of Charlotte and have at least one attendee intend to adopt by the end of the Art For The Paws exhibition.
To reach this donation goal, I plan to have 100 people purchase $1 raffle tickets in hopes to win the prize at the end of the night. By advertising the raffle prize on all social media outlets, a minimum of 150 attendees will be aware of the event. To keep track of the amount of tickets that have been sold and the number of attendees, only one per attendee will be allowed. There will also be a time window when people can purchase tickets, and I will ensure that they are made aware of when the winner will be announced. The time for the announced winner will be towards the end of the event in order to ensure people stay and participate in the event.
Another objective to reach this donation goal is to have a certain dollar amount or percentage of beverages sold as a donation and have items sold during the silent auction. Both will generate a total of $400 of donation money.
All donated items will be recommended to start at $15. Smaller products will be bundled with other small products to increase the value of certain displays for the auction. Local pet stores, boutiques, bakeries, artists, etc. will be asked to donate certain gift cards, products, or services free of charge. As for the donation per beverages sold, I will establish a percentage or dollar amount of each beverage purchased at the venue to be donated to the local animal shelter. This will be added into venue contract to ensure this. To have one person intend to adopt a dog from the event, I will have at least five adoptable dogs advertised on social media platforms and attend the event- these will promote their adoption prior and during the event. Facilitating this will involve creating a profile for each animal that is available for adoption at the local shelter, advertising these profiles on social media platforms, then having the foster parents and/or adoption agency keep track of interested adopters during the event, and document interest or if any were adopted
Success of meeting the donation minimum to a local animal shelter will be measured by the ending amount of money raised. This goal will be defined as successful if the exhibition sells at least thirty products during the silent auction and donations through a portion of beer sold to patrons to generate a total of $400 and sells one hundred raffle tickets to acquire $100 more, creating a minimum total of $500 dollars raised.
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Expenses documentation
Because this event is run on donations, there are few expenses to be covered in the budget. All advertising is free because social media and word of mouth are being utilized. There may be a final event poster that I will print off to post on local shops, but the cost of this is minimal.
Artists are to set up their own table, run their own purchases, and take down their tables at the end. The vendor is donating their space free of charge and donating a percentage of beverages purchased to the local animal shelter. The silent auction and raffle will be run by myself and is completely donation based.
Donation Email Draft
“I wanted to ask you if your store would be willing to donate a gift card for a fundraising event I am hosting, “Art For The Paws”. It is an art exhibition on February 24th at Wooden Robot that aims to raise awareness and funds for Greater Charlotte SPCA- a local animal cruelty prevention and adoption agency.
There will be a silent auction and raffle at the event where all acquired funds will go straight to Greater Charlotte SPCA. There will also be local artists with animal themed works and adoptable dogs to bring focus to the non-profit.
Let me know if this is something that interests you!
Thank you for your consideration
M. Catherine Vermillion”
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Contact list of all possible donating vendors
Artists Contact Donation Contact Information Sydney Durrett Email Llama
Print Sydney Durrett 919-244-4316 [email protected]
Austin Light Email Commissioned Dog Drawing
Austin Light [email protected]
Amy Hart Email Small flower sculpture
Amy Hart [email protected]
Vendors: The Indigo Road- Hospitality Group of O-Ku and Oak Steakhouse
Email $150 Gift Card
Steve Palmer [email protected] Laura Craft [email protected]
Fidelli Wine Bar Email 5, $10 Gift Cards
Amanda Erskine- social media coordinator [email protected]
Wine and Design Email Free painting class
Jeanette Weisner [email protected]
Central Coffee Email $10 Gift Card
Facebook Messenger
704Shop Email Tshirts Jerri Shephard [email protected]
GoPlaySave Charlotte
Email 6 Coupon Books
Tammra Granger [email protected]
King of Pops Email Pop tokens, hats and shirts
Jorge Ramirez General Manager for King of Pops Charlotte 919.599.3064 [email protected]
Local Boutiques: Boem Contact
form on website
$50 Gift Card
Megan Orrell- owner 3920 Sharon Rd., Ste. B-150 Charlotte, NC 28211 704.817.7009 [email protected]
Green With Envy Email Gift Card or other item
Tina 1111 Central Ave #200 Charlotte, NC 28204 [email protected] (704) 344-8774
Local Animal Focused Stores:
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Canine Café Facebook Messenger
Gift basket of $60 value
125 Remount Road, Unit A, Charlotte NC 28203 (704-588-3647)
Pets Want Charotte | Urban Feed Store
Email Item for pickup on the same day
Carmen Larreynaga [email protected] 2324 B Distribution St Charlotte, North Carolina 28203 (704) 690-9320
Local Bakeries: Suarez Bakery Email $25 Gift
card [email protected] 4245 Park Rd Charlotte, NC 28209 704-525-0145
Sunflour Baking Company
Email $50 Gift card
[email protected] 220 East Boulevard Charlotte, NC 28203 704-332-5222
Donation Plan:
Raffle
1. Email local businesses and decide on an item for the raffle 2. Acquire one donated item to have as the winning raffle prize. 3. Greet each attendee when they walk in the door to have them sign in (to record
attendance) and ask while they are signing in if they would like to donate a dollar for the chance to win the raffle prize.
4. Have the raffle prize pictured or featured on a table at the entrance so people who might not have initially wanted to enter the raffle can come back later if they change their mind.
5. Only allow one raffle ticket purchase per attendee. This is to ensure that everyone has a fair chance and ensure that everyone who participates in the raffle signs the entrance sheet.
6. At 6:30pm, thirty minutes before the end of the event (as to ensure to not be announcing while everything is closing), I will contact the winner of the raffle if they are there (or email/text if they have left)
7. All money collected at the door will be then handed over to the representative for the local animal shelter that is being featured at the event
Silent Auction
1. Email local businesses and generate a list of items to be used in the silent auction 2. Acquire five to ten donation pieces- from local businesses (shops, artists, bakeries,
boutiques, etc.)
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3. While greeting the attendees as they walk in the door, point their attention to the silent auction
4. Have a list on the table in front of each item where people write their name, email address, phone number, and bid amount
5. Proposition is to raise $15 per product (so $75 if 5 items, $150 if 10 [minimum]) 6. At the end of the event, around 7pm, collect all papers and contact the winner via email
or text 7. Collect cash or checks from the winners and have them write Greater Charlotte SPCA as
the receiver of the check 8. Hand money over to representative after the event and ensure that donations are given in
a way that adhere to their donation/financial guidelines
Venue (Wooden Robot) Donations
1. Discuss donation goal with venue and decide on set amount that they will donate to Greater Charlotte SPCA (through sales of beverages, certain beers, etc.)
2. Create and have them sign a contract that ensures their donations a. Ideally, it would be a dollar per beer that is sold during the event b. Assuming that the people attending are average drinkers, calculations provide an
estimate of 750 beers being sold (so $750) https://www.evite.com/pages/party/drink-calculator
c. Assuming that the people attending are light drinkers, calculations provide an estimate of 375 beers being sold (so $375) https://www.evite.com/pages/party/drink-calculator
d. This means that we can expect to gather a minimum of $375 in donations from drinks purchased alone, with the possibility of $750 or more depending on the amount that people consume.
3. Ensure that the venue is responsible for transferring the donation funds over to the local animal shelter, but also will convey the amount that was raised to myself for documentation
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Donations for Silent Auction and Sheets
Donations Value of Donation Obtained Vendor Item $150.00 Indigo Road Hospitality Group Gift Card $50.00 Fidelli Kitchen Gift Card $50.00 Sunflour Baking Company Gift Card $50.00 Boem Boutique Gift Card $35.00 Wine and Design Gift Card $25.00 Suarez Bakery Gift Card $25.00 Golden Cow Creamery Gift Card $10.00 Central Coffee Company Gift Card $90.00 704Shop Tshirts - Green with Envy Items $180.00 GoPlaySave CLT Coupon Books $60.00 Canine Café Gift Basket - Pets Wants CLT Gift Basket Total Value $725.00 Total Vendors 12
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Silent Auction Sheets
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Exhibition Plan
Layout
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Participants
Artists Contact Sydney Durrett Sydney Durrett
919-244-4316 [email protected]
Austin Light Austin Light [email protected]
Amy Hart Amy Hart [email protected]
Venue Contact Wooden Robot Zena Irving
Taproom manager [email protected] Kristen Merkl Brand Ambassador [email protected]
Non-Profit Contact Greater Charlotte SPCA
Kristen Johnson Event coordinator [email protected] Heather Bowman GCSPCA ambassador [email protected]
Silent Auction Donation Contact Sydney Durrett Llama Print Sydney Durrett
919-244-4316 [email protected]
Austin Light Commissioned Dog Drawing
Austin Light [email protected]
Amy Hart Small flower sculpture
Amy Hart [email protected]
Wine and Design $35 Gift Certificate towards public painting class
Jeanette Weisner [email protected]
Fidelli Wine Bar 5, $10 Gift Cards Amanda Erskine- social media coordinator [email protected] Scott Richards- owner [email protected]
Boem $50 Gift Card Megan Orrell, Owner || Buyer 3920 Sharon Road
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Suite B150 Charlotte, NC 28211 704.817.7009 [email protected]
Green With Envy Items Tina 1111 Central Ave #200 Charlotte, NC 28204 [email protected] (704) 344-8774
Suarez Bakery $25 Gift Card Kelli 4245 Park Rd Charlotte, NC, 28209 7045250145 [email protected]
Sunflour Making Company
$50 Gift Card Heather Sunflour Dilworth [email protected]
Canine Café Gift basket 125 Remount Road, Unit A, Charlotte NC 28203 (704-588-3647) *Communicated through FB chat*
Pets Want Charotte | Urban Feed Store
Gift Card or other item
Carmen Larreynaga [email protected] 2324 B Distribution St Charlotte, North Carolina 28203 (704) 690-9320
Central Coffee Co $10 Gift Card 719 Louise Ave, Charlotte, NC 28204 (704) 335-7288 *Communicated through FB chat*
Golden Cow Creamery
$25 Gift Card 170 West Summit Ave. Charlotte, NC 28203 [email protected] (980) 938-0925
704Shop Three t shirts Scott Wooten [email protected] 1616 Camden Rd STE 140, Charlotte, NC 28203
O-Ku/Oak Steakhouse
$150 Gift Card Laura Craft [email protected] 229-589-0894
GoPlaySave Charlotte
6 Coupon Books Tammra [email protected]
(Green highlight: combination into basket for the $1 donation per attendee raffle)
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Contracts Venue
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Artists
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Setup and Clean Up Plan
Artists are required to set up and clean up their own tables. This has been laid out in the contracts that they had to sign above. The contract states that the artists arrive and begin setting up an hour before the event begins (2pm). It continues to state that the artists are required to close their tables at 7pm. The contract clearly states all duties are to be upheld by the artist on their own. Meaning the setup, transactions, and clean up are already understood to be done by the artist.
As for the adoptable dogs, they are all being monitored by their foster parents, so the clean up and presentation of the dogs will be left up to the parents. They are to adhere to the needs of the dogs throughout their appearance at the event, which enables the event to move fluidly.
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Event Plan
Schedule
Time Participants Action 1:00pm Catherine Vermillion
Zena Irving (taproom manager at Wooden Robot)
Arrive at Wooden Robot to review layout and placement plan for the artists, booths, etc. with taproom manager Zena.
2:00pm Sydney Durrett (artist) Austin Light (artist) Amy Hart (artist)
Artists arrive to begin setup an hour before the event begins
2:00pm Catherine Vermillion Begin setup for silent auction, raffle, and guest list
3:00pm Sydney Durrett (artist) Austin Light (artist) Amy Hart (artist) Catherine Vermillion Foster parents with adoptable dogs
Artists, event coordinator, and foster parents with adoptable dogs are at Wooden Robot as the event begins
3:00pm-7:00pm
Attendees Attendees will be asked to sign the guest list as they arrive, raffle and silent auction will be mentioned at this time Artists and booths will continue to be ran throughout the event to sell artwork Foster parents and adoptable dogs will be showcased around the event, coming and going as they please. Applications for adoption will be available and kept track to count interested people
7:00pm Catherine Vermillion Event coordinator will close down the silent auction, highlight all last bids as the winners, and begin contacting all the winners through text message to let them know that they have won their bid
7:00pm Sydney Durrett (artist) Austin Light (artist) Amy Hart (artist)
Artists close down their booths and clean up the area that they were designated
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Contingency and Follow Up Plan
Possible Contingencies:
1. Overcrowding a. Overcrowding can cause a possible issue because the venue- Wooden Robot
Brewery- is limited in space. It has enough for 150 attendees, but in order to draw in enough attendees, Art For the Paws is an open event. The date of the event is a Saturday midafternoon, which is typically their busy time (according to the taproom manager Zena). This has already proved to be an issue in that I had to cut back the number of artists that were able to attend and display their work.
2. Artists don’t have enough work to create a proper display a. Another issue that could present itself is each artists lack off pieces to showcase
and take up space on their 6’ display table. 3. Not enough room for the display of the silent auction and raffle
a. The venue is smaller in size, so setting up the auction/raffle table could prove to be an issue. Ensuring everyone signs the guest book and is aware of the raffle/auction once they enter is crucial.
Follow Up:
1. Overcrowding a. To deal with overcrowding, I have put in place with Zena, the Taproom manager
at Wooden Robot, the possibility of setting up an outdoor tent to cover the patio outside. This will provide more space for the attendees to stand and possibly the artists to display their work
2. Artists don’t have enough work to create a proper display a. To prevent this, I have required the artists to submit the works that they intend to
put on display by February 11th. This will ensure plenty of time to arrange the best layout setup for the event with the artist. Artists have also been asked in the contract to arrive at 2pm, an hour earlier than the event is supposed to start. This will ensure that the artists have an ample amount of time to set up their display prior to the large crowds of people arriving.
3. Not enough room for the display of the silent auction and raffle a. Because there is limited space, I may not be able to have a full table that will fit at
the entrance of the brewery. If this is the case, then I might have to re-evaluate how I present the auction and raffle to the attendees. I could place printed images of the prizes, the gift cards in a page protector, and lists where attendees can write their name on the sheets all inside a large binder that the attendees can flip through
b. I could also use the free silent auction website 32auctions.com. This would provide an online platform to present the images and items up for auction without needing a space for the items to be displayed. The only issue with this is that they do not have a working app that people can long into in order to participate.
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Logging into a website can be a bit much of a task just to see what is up for silent auction, so this would still require further evaluation.
c. Facebook provides another option for online display. I could post images of each of the items and ask that the attendees look on the page to place their bets in comment form under the picture. This would also allow for myself to monitor the bets much more efficiently and allow everyone attending to have access.
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Evaluation Report
Part Two- Final Project Report
Attendees, Artist, and Vendors Survey
The following survey has been sent out to artists, vendors, and attendees that signed in on the attendance list
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Completed Surveys
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Goals
Evaluate each goal and objective according to the metrics and methods you defined within your evaluation. To what level of success did you reach your goals and objectives?
Project Evaluation
The success of this fundraising event will rely on the completion of the goals, as they are laid out for the Art For The Paws Fundraising Event, and maintaining the tasks mentioned in the GANTT Chart.
Goal 1: Attract at least one hundred and fifty people to attend the Art For The Paws Fundraising Exhibition using strategic marketing and communications
Evaluation: I will measure the success of this goal- the amount of people who attended the Art For The Paws Fundraising event- by tracking people who said they will be attending on Facebook, the amount of raffle tickets sold, and the number of bidders during the silent auction. What will define if it was successful is that all raffle tickets are sold and the number of people who commit to going on Facebook is at least one hundred
Attendance 150 people attend, score 20/20
100-149 attend, 13/20 50-99 attend, 10/20 Less than 50, 0/20 (tracked by who said they will be attending on Facebook, the amount of raffle tickets sold, the number of bidders during the silent auction, and sign in sheet)
20/20 *Over 500 attended between 3pm-7pm
Likes At least five likes per post, picture, or promotional advertisements. Average the likes per post, divide by the amount of posts, multiply by four and use this average to establish the score. (Ex. Average of four likes per post, score 16/20)
20/20
Unique Advertisements, Posts, and Artwork
Ensure that there are a variety of advertisements on the social media pages (three separate posts a week for the last four weeks- ten points per week)
40/40
Artists and Vendors promoting advertisements on their pages
At least one social media post per artist- two points per artist who shared. At least one social media post by the local animal shelter- ten points. Local food provider posting about event on their social media page- ten points
40/40
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TOTAL SCORE 80 /80
Goal 2: Develop and implement a plan to secure at least five artists, one local libation donation, and fifteen donated art pieces by February 1st. A percentage of items purchased at the event, and all money collected from the silent auction will donated to a local animal shelter of Charlotte
Evaluation: The measure of the success of the goal for a list to be formed will be determined by the concrete, set number of artists, vendors, and donations that will be provided at the event by February 1st. Definitive success for this goal will be determined by the minimum number requirements (five local artists, one food vendor, fifteen donated pieces). I will aim to acquire more artists, products, or vendors than the minimum requirement in order to increase the likelihood of achieving this goal, and also to provide a more enjoyable experience for the attendees.
Five Local Artists Twelve points per artist in attendance 36 /60
One Food Vendor Full credit for food vendor, 15 points for food donated, 10 points for food provided by self
20 /20
Ten Donated Pieces Ensure that there are a variety of donated pieces to be available during the silent auction
15 /15
Venue to Host All Artists and Vendors
Space is ample to house all patrons for full credit 5/5
TOTAL SCORE 76 /100
Goal 3: Generate a profit of $500 total to donate to a local animal shelter of Charlotte and have at least one attendee intend to adopt by the end of the Art For The Paws exhibition
Evaluation: Success of meeting the donation minimum to a local animal shelter will be measured by the ending amount of money raised. This goal will be defined as successful if the exhibition sells at least thirty products during the silent auction and donations through a portion of beer sold to patrons to generate a total of $400 and sells one hundred raffle tickets to acquire $100 more, creating a minimum total of $500 dollars raised.
$400 sold products and donations
Total of products sold and money donated at the exhibit (Ex. if $400 sold, then 20; if $200 then 10)
20/20
$100 raffle Sold 100 raffle tickets for $1 each, for total of $100 collected (Ex. if $100 collected then 20; if $50 collected then 10)
20/20
TOTAL SCORE 40/40
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Total: 196/220 (89.091)
Personal Reflection
I would rate the success of my project a 10 for execution with the utilization of all available resources. As for the ample number of artists I had intended on attending and presenting the event, I would give myself an 8/10. I couldn’t provide enough space for all the artists due to the lack of space at the venue. Over 500 people attended the event and the venue was smaller in size. The venue only allowed for myself to have three artists at the event to ensure ample amount of space for each and the easy flow of patrons without feeling overcrowded.
My project did deliver on all its promised results by achieving the following: it attracted millennials to the venue through the event taking place at a brewery on a Saturday; the dogs were able to be presented to the patrons due to the ability to have dogs walk around freely at the venue; the artists were able to set up their booths and attract attention to local businesses; the silent auction, raffle, and donation of a dollar per beer sold during the event raised well above the anticipated goal of $500. The silent auction and raffle raised $637 and I am still waiting to hear back from the brewery about how many beers were sold/how much money was raised through this
Goals and Plans
I was able to meet my established milestones on time. All of the goals were met either on the date mentioned or prior. This was due to the timeline being pushed forward initially after the committee review and the venue committing to hosting the event prior to the start of the semester. This allowed for securing artists, donations, and promoting the event in an efficient and timely manner. I also had to change course away from my original plan. Once I submitted the project proposal, the committee board brought it to my attention that in order to provide myself with ample time, I needed to go push the date of the event later in the month. Also, once I secured a venue, I had to adjust the number of artists that attended based on their space regulations. When promoting the silent auction, I anticipated on having it available on a large table in the venue, but due to the anticipated large crowd, I had to place the items on a smaller table up against the wall. I was still able to showcase three artists and collect enough donations, however I had to change the layout and showcase of the items and artist booths.
I did experience scope creep but was able to overcome it. Due to the inability to showcase more than three artists and having to display only a few auction items at a time, the amount of oversight was fewer than that of if I had more artists and an entire table of 15 items to manage. There was a lot of work that went into the project in its entirety and working the entire event was very detail oriented. The amount of people however, was very underestimated so that became something I had to deal with on site when it came to having people sign in and ensuring that all the attendees were aware of the silent auction, raffle, and cause for the donations.
Issues
I tend to have issues with delegating my responsibilities when it comes to projects. However, with this event, everything was run by independent artists and vendors- the brewery for food and drinks, the artists for promoting and selling their work, the volunteer photographer
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to take pictures for documentation, the foster parents for the adoptable dogs, and the representative of Greater Charlotte SPCA for running the donation booth. My main responsibility was to gather the donations for the silent auction, run the raffle, and ensure the attendees sign the attendee sheet. I was able to focus on collecting donation for this because the other working parts were independently led booths or functions.
My project management was effective because it attracted a high number of attendees from the millennial market and I was able to ensure the efficiency of every working part because of my planning prior and execution during. One way that I could have improved is not having a certain timeline for when the event had to be held. One setback was that a lot of the venues were willing to host the event but wanted to move the date earlier or farther. Because I had to follow the milestones and delivery goals set forth in my plan, I had to make a contract with a venue that would adhere to the timeline that I had set. This would have allowed me to pick a larger venue to house more artists and utilize the space more.
The most pivotal moments of my project were the day of the event. I had planned and established a timeline that was followed methodically, however the one portion of the project that was impossible to plan for is the day of. I had planned the layout of the event and where the tables would go, along with having how it would flow hour by hour in my mind. The day of ended up being gorgeous weather, so one of the artists wanted to set up outside. Greater Charlotte SPCA also brought a booth and were able to set up outside while the other two artists and the silent auction were inside. This was such a pivotal moment in my project because I realized that no matter how much you prepare, setup, plans, and execution can change at the drop of a hat. You have to be overly accommodating and have as many contingency plans as possible. This allows for you to be over prepared and willing to take on any task that may present itself day of. When you are prepared, it also allows for you to feel as though its not as much of an issue as it is a different route that you are prepared for and easily able to overcome.
Long Term Business Implications
This event hosts the possibility to be a viable business venture because of the major success of the first production. Over 500 people attended, $1700 dollars was donated to the Greater Charlotte SPCA, three people signed up to be foster parents to adoptable dogs, and even though dogs couldn’t be adopted on the spot there was interest and exposure for the dogs. The way that Art For The Paws could be commercialized and scaled is through creating a permanent online source for social media exposure- a website developed on Wix or Weebly. There can also be signed contracts with the artists who participated to ensure that they will present their work at each event that is hosted. Creating new themes, gaining donated items from higher end stores/restaurants, and hosting the event at a larger venue are all possible implications and ideas to provide this event with the implications of long-term business opportunity.