shim marketing strategy

SHIM NetworkStrategic Marketing Plan

Ben Ge | Mariana Giraldo | Net Sirisantana | Kendall Venema | Larissa Yoshiura

Pratt InsituteDM 621 Strategic MarketingProfessor: Richard Green

What is SHIM Network?

The SHIM Network is a platform that connects gallery owners, emerging artists and organizations that share a mutual interest in improving and encouraging opportunity within the art world. SHIM facilitates symbiotic connections by identifying the needs of each stakeholder involved.

SHIM Network

ORGANIZATION ARTISTGALLERY

Why is it innovative?

ORGANIZATION ARTIST

GALLERYTraditional Service Connection

SHIM Service Connection

SHIM - Unique Value Proposition

Organization-Gallery Relationships

ORGANIZATION ARTIST

GALLERY

SHIM - Competitive Relationships in Market

Intersection

AIntersection

C

Intersection

B

A| Corporate Sponsorship

Organization-Artist Relationships

B| Rent-free Studio| Artist Grant

Gallery-Artist Relationships

C| Rent-free Gallery| Space Connection Service Provider -AirBnb -Peerspace -Storefront| Vanity Gallery| Online Art Gallery

Intersection

D

Organization-Artist-GalleryRelationships

D| Art fairs

In SHIM, every stakeholder wins

In SHIM, every stakeholder wins

Market Need SHIM Solution

Increasing brand equityEmployee engagement

Lack of resources

More e�cient usefor their space

Support their CSR initiatives

Exhibition space free of chargeReturn to the artist 100% of the sales

Increase the possibility of renting the space

Recover the overhead cost

ORGANIZATION

ARTIST

GALLERY

ORGANIZATION

ARTISTGALLERY

Mul

ti-M

arke

t Exp

osur

e

Ove

rhea

d Co

st

Funding Emerging Artist

Increasing Brand Exposure

Exposure Use of Space

Space Talent

Fund

SHIM - Mutual Gain Connections

Bene�ts of ServiceInputs to the Network

Long Term GoalTo change the way people think and make transactions within the art gallery world and advocate for the emerging artist by providing them free exhibition space. The purpose of this marketing plan is to help stakeholders identify SHIM Network as the facilitator of a mutual and equal gains business model within the art gallery world.

Marketing ObjectivesWithin 6 months of launch, obtain 150 ‘emerging artist’ memberships

Within 6 months of launch, obtain 20 ‘gallery owner’ memberships Sign a two year contract with Dick Blick for 6 shows per year

Sign one year contracts with 3 additional creative organizations with whom a contact already exists by May 2016

By YE2016, expand into 9 additional creative cities.

Return on Investment

We believe this will require an investment of $ 40,000 over 1 year with an estimated ROI of $63,000 over 1 year.

The cost per dollar earned is estimated in $0.63.

Platform that connects gallery owners, emerging artists and organizations that share a mutual interest in improving and encouraging opportunity within the art world.

Analysis

Within 6 months of launch, obtain 150 ‘emerging artist’ memberships

Within 6 months of launch, obtain 20 ‘gallery owner’ memberships Sign a two year contract with Dick Blick for 6 shows per year

Sign one year contracts with 3 additional creative organizations with whom a contact already exists by May 2016

By YE2016, expand into 9 additional creative cities.

Main ChallengesE�ectively and clearly communicating the value of the business and its o�ered services

Linked to being a startup: Building trust and a strong brand name

Facilitation of the art sale. Design of a clear and engaging connection interphase (website)

SHIM does not consider collectors as main stakeholders but they are important to measure the success of artists in the network, which is ultimately SHIM’s mission

OpportunitiesIt’s a hard life for artists

Location matters in the art world

Galleries are struggling

There is an increasing demand from organizations looking to improve their image

US is the biggest Art Market of the world

The Art Market (buying and selling) is growing

Click and Buy is a trend + 100% to the Artists (desktop and mobile)

Data is changing how stakeholders engage

Strategies

Main Ps

ProcessesService quality

PromotionIt’s a start-up

Place/DistributionOnline and O�ine

Guide (Plan)

Run while enablingmeasurable and

comparable information (Do)

Review (Check)

Improve (Act)

PROCESSESP1Guide (Plan)

Run while enablingmeasurable and

comparable information (Do)

Review (Check)

Improve (Act)

Set of activities to prospect new customers and organizations

Set of activities to contract with organizations, artists and galleries

Set of activities to maintain: individual customers (organizations, artists and galleries) individual customer (organization X, artist Y, gallery Z)

Set of activities to deliver SHIM Shows and BRAND Shows

Core activities

PLACEMENTP2SHIM is

a multidimensional platform in both

physical and digital placements

Digital: SHIM website as a point of saleProposing to develop mobile application

Physical: SHIM Show and BRAND Show where service is delivered

ORGANIZATION ARTISTGALLERY

PROMOTIONP3Empathy MapThinking

Choosing

Using

Touchpoint

SHIM - Empathy Map of Organizations

THINKINGNOW

T| We need transparent CSR initiatives to meet consumer expectations.

| Investing in a cause is a good tool for increasing brand equity.

| There are a lot of ‘causes’ to support, and we’d like to be involved with something that relates to our own creative mission.

THINKINGAFTER

TThere is valuable ROI to our brand equity investing in the arts and culture. |

SHIM is the network that facilitates this process | and makes it easy to do so.

CHOOSINGNOW

C| One of the ways to enhance brand image and social CSR e�orts is through sponsoring cause related events.

CHOOSINGAFTER

CThere are other options, such as the SHIM |

Network that creates more value for internal and external stakeholders.

Sponsoring is not the only option. |

USINGNOW

U| Organizations are using PR and marketing experts to create a communication strategy for their CSR methods.

USINGAFTER

UThere is a more convenient and direct way to |

be a part of a cause-related event.

Through the SHIM Network organizations don't require an intermediator. |

TOUCHPOINTSInternet

Internal PR/SCR and Marketing TeamAgencies and ConsultantsCompetitor Case Studies

Industry Conferences

Direct Contact/Marketing

Internet

Meetings with PR agencies

Search Engines

SHIM Headquarters

ORGANIZATION

SHIM - Empathy Map of Emerging Artists

THINKINGNOW

T| I do not have the money or space to show my own work. Through most galleries I pay a huge percentage of sales to the dealer.

| There are some cities and galleries I would love to show my work in, but it’s impossible to be picked by them.

| The easiest and least expensive way to showcase my work is through the internet.

THINKINGAFTER

TSHIM makes it possible for me to show my work, sell my work and �nd success. |

The SHIM Network o�ers many cool options of |cities and galleries for me to gain exposure in.

I make connections through them I never |would have made.

CHOOSINGNOW

C| I will show my work any place as long as people see it and recognize it.

| I cannot a�ord a traditional gallery space so I’m willing to show at cafe´s, on the internet, or other alternative spots.

CHOOSINGAFTER

COn SHIM Network, I can apply |where I want my work shown.

SHIM shows take place in really cool art districts. |

USINGNOW

U| Trying to �nd spaces or galleries to show my work is di�cult and disheartening.

USINGAFTER

USHIM network is the most e�ective way to show mywork. |

My initial investment of the application fee is worthy.

Even if I´m not picked this time, I´m |willing to apply again because I trust SHIM.

TOUCHPOINTSInternet: Art websites and blogs

Social Media: Facebook and Linkedin Art Schools

Art GalleriesArt Fairs

Cafes locate in art districtsMuseum Cafe

Personal References: friends, art teachersArt Magazines

Website

Website

Shim Show

Shim Headquarters

ARTIST

SHIM - Empathy Map of Galleries

THINKINGNOW

T| Artists cannot a�ord renting out my gallery to showcase their work.

| Maintaining a gallery is expensive, I wouldn’t mind an additional source of revenue to cover overhead costs.

| Summer months are generally slow, I would rent out my whole space if someone o�ered.

THINKINGAFTER

TSHIM �nds organizations that help cover my overhead costs, plus |

I have exposure to up-and-coming artists which is great for my own business.

CHOOSINGNOW

C| I don’t necessarily have a problem �nding artists, but I want ones that ensure sales.

| I have to collect a big percentage of the artists sales, that’s how I make my money! It’s not like there is another way.

CHOOSINGAFTER

CSHIM provides more variations of an artist pool. |

Participating with SHIM, I can have my gallery |occupied for at least two months per one

contract.

Partnering with organizations will draw |more tra�c to my gallery.

USINGNOW

U| The percentage of sales does not cover my overhead cost.

| I still have months that the gallery is being vacant.

USINGAFTER

USHIM Network is so easy and convenient. |

I can set and adjust my price to cover all overhead cost. All I have to do is provide details of my gallery.

TOUCHPOINTSInternet: Art Websites and Blogs

Social Media: Facebook and Linkedin Art Fairs

Personal References: friends, art teachers

Art Magazines

WebsiteArt fairs

Website

Shim Show

Shim Headquarters

GALLERY

Set of activities to prospect new customers and organizations

Set of activities to contract with organizations, artists and galleries

Set of activities to maintain: individual customers (organizations, artists and galleries) individual customer (organization X, artist Y, gallery Z)

Set of activities to deliver SHIM Shows and BRAND Shows

PRODUCT (SERVICE)P4SHIM facilitates

symbiotic connections for mutual bene�t.

Platform that connects gallery owners, emerging artists and organizations that share a mutual interest in improving and encouraging opportunity within the art world.

PRICEP5Pricing Strategy is

tailored to each stakeholder.

SHIM will experience

increasing returns as the Network

grows.

Organizations: Fixed price of $10,000 per show: One month gallery space for BRAND Show + One month gallery space for SHIM Show + Installation + PR + 20% management fee. (Can vary)

Artists: $150 application fee per SHIM Show:Which does not guarantee a space in the show. If chosen they receive free space without any other additional service.

Galleries: No fee will be applied: In the early stage of SHIM Network construction

PHYSICAL EVIDENCEP6Consistency of branding and

communication strategy across all

touchpoints

Opportunities:SHIM is new and has complete control over branding and communication messages

Constraints: Control over third party channels

PERSONNELP7Personnel strategy

and growth plan:

Small, �exible and uncomplicated to adapt to the

“seasonality” of the shows.

Peter Hopkins: CEOBusiness Administration, Partnerships.

Jackie Cantwell: Executive Director/FounderBusiness Administration, Client Services, Shows Planning and Operations.

Wilson Duggan: Operations ManagerSHIM and BRAND Shows Planning and Operations.

Charlotte Vari: Recently added to the team to support the Dick Blick Shows and SHIM Shows.

PERSONNELP7Personnel strategy

and growth plan:

Small, �exible and uncomplicated to adapt to the

“seasonality” of the shows.

The role of the current personnel should be focused on:

Attention to personnel in charge of technology, branding and social media.

Managing and coordinating Brand Shows in di�erent cities

Increasing membership base through direct communication

SHIM - Barriers and Recommendations

| SHIM, as a brand name, doesn´t imply what the company does. Further research is required to understand services. | Current URL is di�cult to �nd online and there is no SEO.

| There is no network of PR/Marketing agency consultants, and that is traditionally how organizations �nd/hear about businesses such as SHIM.

| SHIM has yet to prove the success and value of their business.

| Brand confusion with Art Helix.

| Design an e�ective and concise communication package which includes: business card, brochure, presentation and elevator pitch that clearly and concisely communicates the services of SHIM. A speci�c message should be tailored to each stakeholder. | Use communication material in local cafés, art fairs, career fairs, posted at universities, art stores, distributed to galleries, etc.

| Redesign the user experience and layout of website to clearly communicate the services o�ered.

| Acquire a new URL such as SHIMNETWORK.COM so there is no confusion when searching online.

| Improve SEO and Adwords.

| Build presence on social media and utilize Facebook ads.

| Create feedback system and a platform of direct contact between artist and collectors. (This information should be measured by SHIM to be used as evidence of success.)

| SHIM Founders should participate in events and conferences to a create a strong network of prospect partners.

| Build a list of potential clients and reach out to them directly.

| Build portfolio of success articles/case studies about SHIM’s partnerships and events that can be shared with local blogs, websites and PR/Marketing Agencies related to CSR & the art community Example: Dick Blick partnerships, University of Virginia residency, Shim launch.

BARR

IERS

RECO

MM

END

ATIO

NS

Digital: SHIM website as a point of saleProposing to develop mobile application

Physical: SHIM Show and BRAND Show where service is delivered

Implementation Plan

Organizations: Fixed price of $10,000 per show: One month gallery space for BRAND Show + One month gallery space for SHIM Show + Installation + PR + 20% management fee. (Can vary)

Artists: $150 application fee per SHIM Show:Which does not guarantee a space in the show. If chosen they receive free space without any other additional service.

Galleries: No fee will be applied: In the early stage of SHIM Network construction

SHIM - Implementation Plan Overview

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec2016

PROCESSES

PROMOTIONOnline Presence

Communication (digital and o�ine)

Advertising

Client Prospection

Public Relations

De�ne Process- Client/member prospectionDe�ne Process - Contracting, participation or membership

De�ne Processes - Client/member maintenanceDe�ne Processes - SHIM Shows and Brand Shows delivery

Communicate Processes

$10,000 + $8,035/Yr

$4,000/Yr

$0

$2,000/Yr

$8,000

TOTAL $40,000

Opportunities:SHIM is new and has complete control over branding and communication messages

Constraints: Control over third party channels

SHIM - Implementation Plan of Promotion


PROMOTIONOnline Presence

35/YrNew URL - SHIMNETWORK.COM

Redesign the User Experience Feedback system + Direct contact between artists

and collectors + Measurements

Develop website brief

Start bidding process

Contract with freelancer or agency

De�ne and execute SEO

Update website

Manage Website (annual contract)

$10,000

$8,000/Yr



PROMOTIONCommunication (digital and o�ine)

$8,000

Design the Communication Packagethat clearly communicates the services

of SHIM tailored to each stakeholder

Develop communication brief

Start bidding process

Contract with freelancer or agency

Final digital communication material to team

Print physical materials

Share physical materials with team



PROMOTIONAdvertising

$0

Social MediaCreate a facebook page and instagram account

Constant management of the social media

Manage Facebook Page

Facebook Ads

Google Adwords

Distribute communication materialin local cafés and art fairs (free)

$1,000/Yr

$1,000/Yr

$0



PROMOTION

PROMOTIONClient Prospection

Listing of potential clients + Direct Reach

Participating in events and conferences To create a strong network of prospect partners

SHIMS Articleslocal CSR and Art related blogs and websites

and PR and Marketing Agencies

Art SchoolsOpportunity to students and emerging artists

Public Relations

$0

$0

$0

$4,000/Yr