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Artists in Pittsburgh know it's a great place to live. A social media campaign could help get the word out to the rest.
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Eric Miller © E
ric
Mill
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2009
Using New Media to Using New Media to Promote Pittsburgh Promote Pittsburgh
as an Arts Centeras an Arts Center
Eric Miller © E
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This Was Pittsburgh
Painting by Aaron Henry Gorson
Eric Miller © E
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This Is Pittsburgh
Pittsburgh Ranked No. 10 “World’s Cleanest Cities”
(Forbes)
Pittsburgh has the second-most ‘green-
certified’ buildings in the nation
largest green convention center
Eric Miller © E
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This Was Pittsburgh
Painting by George Hetzel
Art in Pittsburgh Starts Here
Eric Miller © E
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Pittsburgh Art Facts
Pittsburgh is among the Top 25 Arts Destinations in the country by American Arts
magazine
No. 1 “Top 25 U.S. Arts Destinations,” mid-sized city category (AmericanStyle)
Eric Miller © E
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Pittsburgh Art Facts
More than 500 arts, cultural and heritage organizations; world-class museums and
architecture
Most theaters per capita in Downtown Pittsburgh’s Cultural District than anywhere
outside of New York
Eric Miller © E
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Pittsburgh Art Facts
The Carnegie Museum of Art was the world’s first museum of modern art
It hosts the Carnegie International, which has been called one the
nation’s foremost showcases of modern art
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Pittsburgh Art Facts
The Andy Warhol Museum Frick Art & Historical Center
The Mattress Factory Art Museum(contemporary installation art)
Butler Museum of American Art andWestmoreland Museum of American Art
Eric Miller © E
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Why Social Media?
After receiving a message, one of three things can happen…
1) The recipient reacts by saying “boy, that was a crock.”
2) The recipient really doesn’t think much about it.
3) The recipient receives the message positively and contemplates action.
Eric Miller © E
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Why Social Media?
The likelihood of the first result increases as we move towards advertorial messages,
and the third as we move toward first-person communication.
Eric Miller © E
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Why Social Media?
An advertisement is not likely to make me think about moving anywhere.
An objective newspaper article might make me ponder relocation.
A suggestion from a respected acquaintance has the most chance of at least
entertaining the idea.
The more times the suggestion is made, the closer I am to taking action.
Eric Miller © E
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Social media can bring about the repeated delivery of a message from respected
sources
It encourages peers to communicate opinions they already hold
It facilitates the direct delivery of those messages outside normal friend circles
The result is the repeated delivery of an authentic and believable message
Why Social Media?
Eric Miller © E
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Why Focus on Artists?
Artists are entrepreneurial – 3.5 times more likely to be self-employed
They can relocate at will
Eric Miller © E
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Why Focus on Artists?
Artists are one of the largest classes of workers
Artists earn $70 billion annually
Eric Miller © E
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Why Focus on Artists?
They help create an environment attractive to the “creative-class,” which encompasses some 25 percent of employed people today
Eric Miller © E
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Why Not Pittsburgh?
Pittsburgh is still perceived as an industrial city
Artists may perceive Pittsburgh as not having sufficient opportunity
Pittsburgh may be perceived as removed from “scenes” on the east and west coast
Eric Miller © E
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Why Pittsburgh?Low cost of living allows artists to work without necessitating secondary income
Long history of arts community beginning with Scalp Level painters
Many opportunities to sell work including galleries and festivals
Active arts community
Geographic proximity to major markets
Eric Miller © E
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Pittsburgh FactsPittsburgh ranks #8 in Forbes list of Best
Cities to Live Well
Home prices in Pittsburgh are some 40 percent below the national average
The only metro area in the U.S. to achieve a “5-Star Quality of Life Metro”
(Expansion Management) designation three years in a row
Eric Miller © E
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Pittsburgh FactsRanked No. 1 in the nation and No. 26 in the world for “Global Livability” (The Economist)
No. 1 most cost-effective North American city (fDi, a Financial Times publication); ninth-lowest cost of living in the nation
(Forbes Magazine)
Eric Miller © E
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Pittsburgh FactsThe only city to be named
“most livable” twice by Places Rated
(1985, 2007)
Eric Miller © E
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Eric Miller © E
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Sixburgh Facts
And we didn’t even mention Sports, the
Steelers or
Six-Time Superbowl Champions!
Eric Miller © E
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Artists in New York, Boston, Washington, D.C., San Francisco, Chicago and Los
Angeles (and anywhere the Internet reaches)
Creative people wanting to live in a sustainable, artistic environment
Audience
Eric Miller © E
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2009
AudienceArtists priced out of larger markets
Professionals who enjoy the arts (secondary)
Eric Miller © E
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Research Plan/Methods
Viral marketing
E-book/Slideshare
Youtube Video
Press Release(s)
Article placements
Eric Miller © E
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PR Objectives
Increase awareness of Pittsburgh as a creative city
Replace the “industrial” image of Pittsburgh within the arts community with a
“creative and clean” image
Eric Miller © E
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2009
Key Messages
Pittsburgh has a creative arts community
Pittsburgh is a great place for artists to live
Artists are moving to Pittsburgh
Eric Miller © E
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2009
Tactics and Channels
Craft stories to place on art-related and relocation blogs
Begin a Twitter feed for artists interested in relocating or finding a community
Locate artists that have moved to Pittsburgh and draft stories about their work, with an underlying story about the Pittsburgh
arts community for placement in arts magazines
Eric Miller © E
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Tactics and Channels
Prepare a video for YouTube about the history of the arts community in Pittsburgh,
Associated Artists of Pittsburgh, Carnegie International, etc
Prepare a slideshare presentation on what Pittsburgh has for artists and the variety of
appealing neighborhoods
Prepare a Facebook Page and LinkedIn Group
Eric Miller © E
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Tactics and Channels
Establish an email for advice
Credibility is Key
Promotional advertorial messages are not entirely believable
Eric Miller © E
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Mill
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2009
Implementation
Social Media Outreach
Social Media Fan Pages
Press Releases/story placements
Video
Eric Miller © E
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2009
EvaluationTrack inquiries to email address
Views on YouTube Videos
Views on Slide Show Presentations
Track placements from press releases
Track story placements in magazines
Eric Miller © E
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2009
Artists in Pittsburgh
Downtown Gallery Crawl
Three Rivers Arts FestivalLawrenceville Gallery
Eric Miller © E
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2009
Thank You! KEEP IN TOUCH
• LinkedIn ID: ewmiller• On Twitter:
newcolonist urbanartantiques
beinbrooklyn
• Email: [email protected]
