119 Gallery Case Study

I. Expectations

·         The Organization:

119 Gallery is Lowell’s own contemporary art space and 501(c)(3) educational corporation. Located on Chelmsford Ave, it is just outside of downtown in a diverse neighborhood mainly comprised of Cambodian refugees and their first generation children. In addition to the ten or so exhibits displayed every year, the gallery also hosts a mixed array of programming that runs the gamut from ethnic cooking classes to hip hop to experimental music and film. It is an innovative space that focuses on cultivating all forms of creativity. 119 Gallery welcomes people of all ages, backgrounds and means to explore and experience new, innovative art.

The gallery is a community based organization that serves our immediate neighborhood and area artists, youth and others who may not otherwise have a chance to experience or participate in contemporary art.

·         The Project:

119 Gallery secured me as an Americorps VISTA volunteer to lead the expansion of marketing, outreach and community building activities in order to reach and serve a larger population of constituents. Using multiple communication venues, we developed a solid strategic communications plan to inform the community members of offerings and engage them in programming.

II. Implementation

·         Approach model:

With the help of Jericho Road’s Deby Baker, our volunteer marketing consultant, we developed a strategic marketing plan (see attached).

·         Approach reality:

The project was mainly run by Mira and the marketing committee, which started out meeting once a week but progressed into once every other week once the development committee was formed. Aside from the normal budgeted tangibles that come with each exhibit (flyers), we really don’t have any marketing budget. Fortunately, the best types of marketing are free (word of mouth, social networking, blogging and press releases) or low cost (eblasts).

·         Technology used:

1.      Organizers’ Database: utilized to keep track of newslist, paid members past and present, print mailing labels, document membership dues, print thank you letters, and export emails to email marketing platform.

2.      Constant Contact: Current news list has about 1,600 active emails. Email marketing platform used to send out twice monthly newsletters, press releases, save the date notices, ect. also used to generate targeted email reports and survey constituents.

3.      Microsoft Publisher: used to create program guides, wall calendars, brochure inserts ect.

4.      Facebook fan page: Current membership at 425. Used to post events and communicate with fans.

5.      Myspace: Current membership at 596. Used to post events, mainly music events, and communicate with fans and potential performers.

6.      Twitter: Attached to Facebook page. Used to update Facebook status. Currently around 50 followers.

III. Results

1.       We have expanded our constituents through social networking sites and spawned more interest in the gallery. As a result, we have been enjoying more participation from the community in our programming. Other organizations in Lowell have also taken notice- we have been asked to partner with several other non-profits to form a cultural center downtown and are regularly approached by groups for collaboration on events and projects.

2.       In order to keep this momentum sustainable, it is very important what we organize our marketing volunteers effectively. This involves communicating with them on a regular basis and assigning tasks that are engaging. As of now, it is unclear who will be taking responsibility for this. I have volunteered to do my part, but once I move to Boston I will most likely not have the time to come out here. This is an issue that needs to be addressed as soon as possible.