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7/25/2019 Ad Dash Ruckus 2

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GAINESVILLE FINE ARTS ASSOCIATION

Interactive Art Experience

Dongle Agency

Christina Yi

Lisa LuKendall Williams

Michael Ortiz

Matt Brooks

Awurama Acquah


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Agenda/Table of Contents

1. The Situation/The Challenge

2. Target Market

3. Target Personas

4. Key Findings & Insights

5. Big Idea: RUCKUS

6. Strategies

7. Why this works?


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Creating a reputation for The Gallery

Increase awareness and attendance

Changing the perception of what an art gallery can offer

Maintaining attendance

THE SITUATIONS & CHALLENGES


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students or young professionals aged, 18-25, specifically

TARGET MARKET


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Target Personas

Maria IvanDarian Kim


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What gets you off your couch and out of the house?

Do you like art?

What kind of art do you like?

Do you visit galleries?

What galleries do you know of in Gainesville?

What would make you go to an art gallery?

Primary Research: Phone Interviews

Secondary Research: see appendix


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Key Findings:

The audience audience is more likely to go to a gallery that is more interactive and

experiential.

The audience is looking for a space where they can socialize and hang out.

The audience likes experiencing art combined with something else (ex: music, food,drinks).

Insights:

Our audience is interested in discovering new places to share on social media or

to spend time with their friends

Our audience expresses themselves through brands they can identify with

Our audience likes experiencing art combined with something else (ex: music, food,

drinks).


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THE BIG IDEA

A disruptive art

experience that

ignites the Gainesville

art community#RuckItUp


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APPROACH

Campus

RUCKUS

Event

RUCKUS

at The

Gallery

RUCKing

it up

Gainesville


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1. Recruit College Campus Ambassadors (CCA) from UF and Santa Fe

2. Host and promote RUCKUS at the lawn

3. Consent form

4. Bring in a local artist to moderate event with CCA

5. Let students smash junk, make it into art

6. Take photo of final art piece

7. Upload onto Instagram, #RuckItUp

8. Tell participants to come to the event at the GFAA Gallery to see their

work on display

The Campus RUCKUS Event


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https://

www.youtube.com/

watch?v=AcEXcGM_K7s
https://www.youtube.com/watch?v=AcEXcGM_K7s


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Mingling/networking with people of similar interests

Live music with local Gainesville DJs (i.e. Over Easy Creative)

Pop-up art corner: DIY graffiti fine art poster (show picture example)

Showcase the unique and repurposed art using 2 different projectors

RUCKUS at The GalleryHost a night party at The Gallery


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1. Allow a new artist every month to create their own piece of art

that is true to the theme of RUCKUS.

2. Pick a different local artists every month

3. CCAs work with volunteers to find artists to create art in several

areas around Gainesville.

4. Leave the theme open to interpretation of artist

5. Tag art with #RuckItUp

RUCKING it up all over Gainesville


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Gets both Sante Fe and University of Florida students involved

Allows anyone to be an artist

Creates an interactive, memorable experience

Involves social media engagement

Drives people to visit the GFAA Gallery to see their own art

Keeps Gainesville weird

Why we love this


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Thank You!Questions?

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Documents