attracting artists to pittsburgh

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Using New Media to Using New Media to Promote Pittsburgh Promote Pittsburgh

as an Arts Centeras an Arts Center

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This Was Pittsburgh

Painting by Aaron Henry Gorson

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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

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This Was Pittsburgh

Painting by George Hetzel

Art in Pittsburgh Starts Here

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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)

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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

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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

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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.

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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.

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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.

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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?

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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

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Why Focus on Artists?

Artists are one of the largest classes of workers

Artists earn $70 billion annually

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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

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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

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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

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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

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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)

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Pittsburgh FactsThe only city to be named

“most livable” twice by Places Rated

(1985, 2007)

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Sixburgh Facts

And we didn’t even mention Sports, the

Steelers or

Six-Time Superbowl Champions!

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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

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AudienceArtists priced out of larger markets

Professionals who enjoy the arts (secondary)

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Research Plan/Methods

Viral marketing

E-book/Slideshare

Youtube Video

Twitter

Facebook

Press Release(s)

Article placements

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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

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Key Messages

Pittsburgh has a creative arts community

Pittsburgh is a great place for artists to live

Artists are moving to Pittsburgh

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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

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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

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Tactics and Channels

Establish an email for advice

Credibility is Key

Promotional advertorial messages are not entirely believable

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Implementation

Social Media Outreach

Social Media Fan Pages

Press Releases/story placements

Video

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EvaluationTrack inquiries to email address

Views on YouTube Videos

Views on Slide Show Presentations

Track placements from press releases

Track story placements in magazines

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Artists in Pittsburgh

Downtown Gallery Crawl

Three Rivers Arts FestivalLawrenceville Gallery

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Thank You! KEEP IN TOUCH

• LinkedIn ID: ewmiller• On Twitter:

newcolonist urbanartantiques

beinbrooklyn

• Email: 1ericmiller1@gmail.com