Indian Fair & Market Marketing/Publicity Committee

Purpose

The Marketing/Publicity Committee reviews, analyzes, and recommends ways to advertise and attract attendees to the Indian Fair & Market as well as ensure that the Fair is a culturally significant event for the public and artists.

Indian Fair & Market Marketing/Publicity Chair

The Marketing/Publicity Chair is appointed by the Chair of the Indian Fair & Market Committee. At times, the Indian Fair & Market Chair may opt to take on these duties as part of the chair’s responsibilities. The Chair:

  • Reports progress and problems to Fair Chair and attends all Fair meetings scheduled by the Chair.
  • Invites the Fair Chair to all committee meetings. The Fair Chair will attend whenever possible.
  • Acknowledges by thank you note, or other means, appreciation for the work done by volunteers working on this committee.
  • Sets up meetings and makes all arrangements necessary with the Heard Museum Marketing Manager and Events Coordinator.
  • Reviews the content of the public section of the Guild website to determine the accuracy and currency of the information pertaining to the Fair. Sends necessary updates and changes to webmaster@heardguild.org.
  • At the end of the year, reviews the committee job description posted on the Guild website and in the Committee Notebook. Makes any necessary changes and sends revisions to the Fair Chair and President Elect for review and approval. An approved copy in MSWord is also sent to webmaster@heardguild.org.
  • Attends the Indian Fair & Market Wrap Up Meeting and submits three copies of the annual Committee Report (unbound) using the Sample Committee Report as a guide. These reports will be distributed to the incoming Committee Chair, the Library Archives, and the Fair Chair. Also, a copy of the report in MSWord is e-mailed to webmaster@heardguild.org for posting in the Guild Archives.

Tasks

  • Work closely with the Museum Marketing Department on the development of a marketing/media plan, including a flow chart with advertising and materials due dates.
  • Discuss budget needs with the Fair Chair. This will be used to cover the Museum’s budget for advertising the Fair.
  • Review advertising copy as it is produced by the Museum Design and Marketing Departments.
  • Work with Museum marketing staff on development of public media.
  • Develop target audience(s).
  • Analyze strengths and weaknesses of previous Fair to improve attendance, income, and consumer experience.

Time Line

March  May of prior year

  • Help select Fair image for advertising and collateral materials.
  • Review/analyze Fair results. Recommend changes to improve attendance and income.

June

  • Meet with Museum marketing staff to develop marketing plan and learn where the Guild’s money can be most effective in promoting the Fair.
  • Develop copy points for creation of first magazine ads.
  • Review and proofread ad submitted to art magazines in this time period.

August

  • Submit a budget for advertising/publicity.

November

  • Develop newspaper ads (color/black-white/coupon).

December-February

  • Follow-up on all print/social media placement.

March – May

  • Review/analyze Fair results. Recommend changes to improve attendance and income.

April

  • Review website description of committee work and send changes to webmaster@heardguild.org. Make sure job descriptions are the same in the notebook and website. Send changes to the Fair Chair and President Elect for approval and the approved text to the webmaster@heardguild.org.
  • Attend the Indian Fair and Market Wrap Up Meeting and submit three copies of the annual Committee Report (unbound) using the Sample Committee Report as a guide. The hard copy reports will be distributed to the incoming Committee Chair, the Fair Chair, and the Library Archives. Also, a copy of the report in MS Word format, or other text format, will be sent to the Webmaster at webmaster@heardguild.org for Guild records.

 

4/12/12