PR Communications StrategyLaunching October 1st, 2009

This is Maria

Estefania

She lives and works in North Beach

Maria Estefania

has never

heard of

Altos del Mar

Sculpture Park!

Although she

has already

heard of and

visits several

other parks in

North Beach

and South

Beach

and takes

part in their

community

programs

...and like Maria Estefania the rest of

the world has not heard about Altos

del Mar Sculpture Park either!

The Situation

North Beach

Community

ADMSP

The World

Main Goal

For ADMSP to become known in

the community and world-wide

as the #1 leisure, educational

and cultural destination in the

North Beach section of Miami

Beach, Florida.

Target Audiences

North Beach

Community

The World

Target Audience Segments

Local population

National population

International population

Segments:

! Museum directors and board members

! Gallery directors

! private art dealers

! Art collectors

! Curators

! Art historians

! Art critics

! Culture consumers

! Art students and enthusiasts

! Artists

! Non-Profit

! Philanthropists

! Miami Beach, Miami and Florida civic leaders

Key Deliverables

Generate national awareness of ADMSP and its main goal among the local community of North Beach,

Miami Beach, Miami, Miami-Dade County, Broward County, Palm Beach County and Florida through local

media and its general local readership.

Generate national awareness of ADMSP and its main goal among the local cultural community, through

prestigious local media and its readership of artists, collectors, curators, gallery directors, museum

directors, arts patrons, and art enthusiasts.

Position ADMSP as the most unique leisure, educational and cultural local destination.

Position ADMSP as the one art destination for viewing established sculptures from the 18th, 19th, and

20th centuries in Miami Beach in the world.

Present the Altos del Mar Sculpture Park!s co-chairmen, President/CEO, Fundraisers, Curator, Donors as

visionaries and passionate champions of sculpture.

Establish ADMSP and its sculpture installations as a desirable and obligatory destination in today!s local

contemporary arts scene.

Affirm the City of Miami Beach, its Mayor Matti Bower, and its civic leaders as passionate and visionary

champions of the arts for the City of Miami Beach, specifically North Beach.

#1: Local Community

Roll Out Press Release Campaign

#2: The USA

Rollout Press Release Campaign

Generate national awareness of ADMSP and its main goal in the United States through prestigious

national media and its readership of artists, collectors, curators, gallery directors, museum directors, arts

patrons, and art enthusiasts.

Generate national awareness of ADMSP and its main goal among the cultural community in the United

States, through prestigious local media and its readership of artists, collectors, curators, gallery directors,

museum directors, arts patrons, and art enthusiasts.

Position ADMSP as the most unique leisure, educational and cultural destination in Miami Beach, Florida.

Position ADMSP as the one art destination for viewing established sculptures from the 18th, 19th, and

20th centuries in Miami Beach in the world.

Present the Altos del Mar Sculpture Park!s co-chairmen, President/CEO, Fundraisers, Curator, Donors as

visionaries and passionate champions of sculpture.

Establish ADMSP and its sculpture installations as a desirable and obligatory destination in today!s local

contemporary arts scene.

Affirm the City of Miami Beach, its Mayor Matti Bower, and its civic leaders as passionate and visionary

champions of the arts for the City of Miami Beach, Florida.

#3: ROW

Rollout Press Release Campaign

Generate international awareness of ADMSP and its main goal in the rest of the world through prestigious

international media and its readership of artists, collectors, curators, gallery directors, museum directors,

arts patrons, and art enthusiasts.

Generate international awareness of ADMSP and its main goal among the cultural community in the rest of

the world, through prestigious local media and its readership of artists, collectors, curators, gallery

directors, museum directors, arts patrons, and art enthusiasts.

Position ADMSP as the most unique leisure, educational and cultural destination in Miami Beach, Florida.

Position ADMSP as the one art destination for viewing established sculptures from the 18th, 19th, and

20th centuries in Miami Beach in the world.

Present the Altos del Mar Sculpture Park!s co-chairmen, President/CEO, Fundraisers, Curator, Donors as

visionaries and passionate champions of sculpture.

Establish ADMSP and its sculpture installations as a desirable and obligatory destination in today!s local

contemporary arts scene.

Affirm the City of Miami Beach, its Mayor Matti Bower, and its civic leaders as passionate and visionary

champions of the arts for the City of Miami Beach, Florida.

#4: Video-Clip CampaignGenerate awareness of ADMSP and its main goal anywhere with a video clip campaign as follows:

Video Campaigns I, II & III:

Release Video Campaign I (videos 1-6) every 2 months in 2010

Video 1- AOEAUUEA (Altos del Mar Sculpture Park is for EVERYONE!)Video 2- ALTOS WHAT?Video 3- ALTOS WHERE?Video 4- ALTOS WHY?Video 5- ALTOS WHERE?Video 6- ALTOS WHEN?

Release Video Campaign II (videos 6-12) every 2 months in 2011.

Video 1- AOEAUUEA (Altos del Mar Sculpture Park is for EVERYONE!)Video 2- ALTOS WHAT?Video 3- ALTOS WHERE?Video 4- ALTOS WHY?Video 5- ALTOS WHERE?Video 6- ALTOS WHEN?

Release Video Campaign III-Butterfly Game (videos 1-4) every month starting 9/11.

Video 1- EggVideo 2- CaterpillarVideo 3-I Will Be Beautiful SoonVideo 4- I Will Be Beautiful- A Game about Metamorphosis

Target Media

Public Relations will focus on targeting local, national and international media as follows:

Phase I- Social Media. Create presence and content.

! Connect Sites

! Create Sites

! Discuss Sites

! Promote Sites

! Measure Sites

Phase II- Traditional Print Media. Create awareness through targeted press releases to key

editors of, and writers and critics for the following media (monthlies, weeklies, dailies, and

wire services):

! Architecture

! Art

! Culture

! Design

! Fashion

! Lifestyle

! Shelter/Garden

! Business

! Consumer

! Travel

! Non-Profit

! Philanthropy

PHASE I:

Create Social Media Presence/Content

CONNECT CREATE DISCUSS PROMOTE MEASURE

CONNECT WITH

LINKEDIN, MYSPACE, TWITTER, FACEBOOK, ILIFE PHPBB

LIVE THE SOCIAL WEB,UNDERSTAND IT, BE GENUINE!

CONNECT

CREATE

CREATE

SOCIAL MEDIA ASSETS WITH

RSS, WORD PRESS, BLOGGER, FLICKR, YOU TUBE, WIKIPEDIA

NO ASSETS, NO INTEREST!

DISCUSS USING

DIGG, DELICIOUS, MIXX, STUMBLEUPON, REDDIT

NO CONVERSATION ABOUT

ADMSP AND ITS ASSETS? THEN IT MAY AS WELL NOT

EXIST.

DISCUSS

PROMOTE

PROMOTE BY CREATING

WIDGETS: WIDGETBOX, WEB

APPS, IPHONE APPS, GOOGLE APPS

ACTIVELY PROMOTE RIPPLE EFFECT!

MEASURE

MEASURE BY USING XINU, SHARETHIS, GOOGLE

FEEDBURNER, GOOGLE

ANALYTICS, BLOG PULSE, TECHNORATI

MEASURE AND RESPOND OR

BE DAMMED!

CONNECT CREATE DISCUSS PROMOTE MEASURE

CAST A WIDE WEB

INVOLVE CREATE DISCUSS PROMOTE MEASURE

PHASE II:

Create Rollout Press Media Awareness

Events Timeline

Communications Strategy

Thank you!