MARKETING

PLAN
Gilchrist Learning Center
Mission Commission
01. SITUATIONAL ANALYSIS 07. TOUCHPOINT ANALYSIS

02. TARGET MARKET 08. SOCIAL MEDIA

03. CREATIVE BRIEF 09. EMAIL MARKETING

04. BIG IDEA

05. BRAND GUIDELINES TABLE OF

06. MARKET STRATEGY
CONTENTS
SITUATIONAL
ANALYSIS
 SWOT ANALYSIS
STRENGTHS WEAKNESSES
Overall Potential Pricing
Location Brand Recognition
Updated/Modern Space

OPPORTUNITIES THREATS
Offering New Classes More Distinguished Classes
New Rebranding Exterior Alternatives
New Advertising
PRODUCT
EVALUATION
Pricing
Free admission but offers classes
separated by level of knowledge
Distribution
On site
Promotion
Slim to none promotional tactics
1. Providing a hands on approach toward
the creative and artistic minds
2. Showing the innovative process that
comes with creating forms of art
COMPETITIVE
EVALUATION
Local Competitors Social Media Presence
Sioux City Public Library, Sioux City Public
Museum, YMCA
Do not have large social media presence
Low levels of engagement/ activity
Other Competitors Classes
Pearson Lakes Art Center, Dickinson
Country Nature Center
Offer many different classes
Culinary/ Preforming Arts, Outdoor
Sculpture Gallery (The PLAC)
INDUSTRY AND
CONSUMER TRENDS
Key Trends to Capitalize on:
The membership program
Increase the perceived value so
the price does not have do
decrease
Diversify the class offerings
Offer more classes that can be
seen as date night activties
Add classes such as “Booze and
Brushes” and “Wine and
Painting”
TARGET
MARKET
BUYER PERSONAS
SUSAN BURLINGTON
Age: 71
Wife to Bill Burlington
Resident of Sioux City, Iowa,
Former stay-at-home mom
Prefers in-person communication

Her goal is to discover a fulfilling post-retirement activity that

aligns with her interests and allows her to chat with friends
while working independently.
BUYER PERSONAS
THE SMITH FAMILY
Residents of Sioux City, Iowa.
Amy(39) - Youth group leader and elementary art
teacher
Jeff(38) - Middle school teacher and football coach
Timmy(7) - Enjoys football and socializing with friends
Riley(11) - Passionate about soccer and crafting

Obstacles such as a busy schedule and the varying

interests of their kids.
CREATIVE
BRIEF
 CREATIVE BRIEF
INSIGHT
THE GILCHRIST LEARNING CENTER INVITES PEOPLE OF ALL AGES TO LEARN AND USE
VARIOUS CREATIVE SKILLS IN A CLASSROOM SETTING

GET
ASPIRING STUDENTS OF ALL AGES INTERESTED IN
EXPLORING THEIR CREATIVE SIDE

TO
ATTEND CLASSES AT THE GILCHRIST LEARNING
CENTER

BY
FURTHER DEVELOPING THEIR CREATIVE SKILLS
BIG IDEA
 THE BIG IDEA
PIERCING INSIGHT
OFTENTIMES, WE PUT OUR CREATIVITY ON HOLD BECAUSE WE FEEL PRESSURED TO BE
THE “PERFECT ARTIST” OR TO LIVE UP TO IMPOSSIBLE ARTISTIC STANDARDS.

BRAND CONNECTION
THE GLC GIVES EACH PERSON THE OPPORTUNITY TO EXPLORE THEIR CREATIVE SIDE, NO
MATTER YOUR EXPERIENCE LEVEL. WITH CLASSES THAT CAN BE A CREATIVE OUTLET FOR
PEOPLE OF ALL AGES AND SKILL LEVELS, EVERYONE HAS THE OPPORTUNITY TO SHOW THEIR
ARTISTIC SKILLS OFF.

SUCCINCT EXPRESSION
THE PERFECT ARTIST LIVES WITHIN YOU.
 BRAND
GUIDELINES
 PRIMARY LOGO
Typography correlation to the
Sioux City Art Center’s logo

Unique, artistic touch to

create brand separation
 ALTERNATE LOGO
Semibold
font to pair
well with
the primary
logo Connection
to the Sioux
City Art
Logo’s iconic
building
 TYPOGRAPHY

HEADINGS SUBHEADINGS Body Text

MONTSERRAT BOLD MONTSERRAT SEMIBOLD DM SANS
Aa Bb Cc Dd Ee Ff Gg Hh Ii Aa Bb Cc Dd Ee Ff Gg Hh Ii Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj
Jj Kk Ll Mm Nn Oo Pp Qq Jj Kk Ll Mm Nn Oo Pp Qq Rr Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt
Rr Ss Tt Uu Vv Ww Xx Yy Zz Ss Tt Uu Vv Ww Xx Yy Zz Uu Vv Ww Xx Yy Zz
COLOR PALETTE

#414141

#ED52B

#F78F1F
#02B1A2 #FEFAED
ICONS/ILLUSTRATIONS
 BRAND VOICE
Cheerful Friendly
WHAT IS
Youthful BRAND VOICE? Upbeat
Brand Voice is the unique
Welcoming personality that your brand Inspirational
presents to the world. It should
run consistently through all your
Creative Inviting
communications no matter which
teams are handling which
Playful channels. Fun
 MARKET
STRATEGY
MARKET STRATEGY
PRODUCT: PEOPLE:
Gilchrist Learning Center offers art With a small, focused marketing team,
classes for people of all ages. The the Gilchrist Learning Center is able to
Gilchrist Learning Center welcomes post content regularly and keep the
people with & without an artistic website page current.
background.

PROMOTION: PRICE:
The Gilchrist Learning Center There are individual prices for the art
promotes through a variety of social classes. Memberships range from
media sites as well as the Sioux City $45-$2000
Art Center’s website.
TOUCHPOINT
ANALYSIS
PRE-PURCHASE
EXPERIENCE
Advertisements:
Online ads
Television, radio, or print ads

Content Marketing:
Articles on the Art Center’s website
or Linktree
Social media content providing
information about upcoming
classes or membership
opportunities

Email Marketing:
Newsletters and promotional emails
ADVERTISEMENTS

Web Banner Ad
Postcard
PURCHASE EXPERIENCE
Website:
User-friendly online
class/membership registration
Smooth and secure checkout
process

Customer Service:
Provide assistance, when needed,
to customers signing up for a
class or membership

Payment Process:
Multiple methods of payment
Transparent prices and discounts
POST- PURCHASE
EXPERIENCE
Loyalty Programs:
Individuals who pay for Donor
level Memberships, receive the
benefits of a NARM
membership

Follow Up Communication:
Email thanking customers for
their purchase
Survey to provide feedback
about classes

Post Purchase Content:

Digital newsletter
 SOCIAL
MEDIA
CALENDAR
WEEKLY CALENDAR

Monday - Membership/Development
Tuesday - Education
Wednesday - General Event
Thursday - Exhibition and Art in
the Community
Friday - Education
Saturday - Just For Fun
Sunday - Exhibition
DAILY CALENDAR
 SOCIAL
MEDIA POSTS
 NATIONAL
HOLIDAYS
World Art Day- April 15th

World Watercolor Month - July

National Drawing Day - May 16th

National Pencil Day - March 30th

 STAFF
SPOTLIGHT
Post every other week - on Saturday

Alternate with ‘Just for Fun’ posts

Allows followers to get to know the staff at the

Art Center and the Gilchrist Learning Center
MEMBERSHIP
GRAPHIC
Post similar membership content once a
month

Informs audience of membership benefits

Caption would cover baseline benefits all

membership levels include
 DID YOU
KNOW?
Best for posting on “just for fun” days

Switches posts up from regularly scheduled content

to keep audience continuously interested

Informs consumers of past, present, and future

happenings in the world of art
TESTIMONIALS
AND STORIES
Best to post on days when a ‘filler post’ is needed

Highlights the authenticity of real stories from real

people

From individuals who HAVE taken classes at the

Gilchrist Learning Center

Information can be collected using an online survey

NEW PROFILE
OVERVIEW
How previous posts will appear on your
Instagram profile

Content is balanced with enganging images

and graphics

Fonts, colors, and brand voice appear in each

post/caption
 EMAIL
MARKETING
PRE-LAUNCH
CAMPAIGN
This is an example of a flyer that would be sent in the
email to the subscribers

A coupon that offers 10% off an art class

The subject line of the email would say something eye

catching like “Special Offer Inside!”, “We Wanted to
Reward You!”, etc

Artist would be able to put in code online or show the

email in person
POST-LAUNCH
CAMPAIGN
Guest will be asked to leave a star review and have
the option to leave an additional comment

After submitting, there will be a pop up of a thank you

message where customers can write any input

The subject line of the email would say “A Big Thank

You to You!” “Thanks for Being Artistic!” etc
 MONTHLY
NEWSLETTER
Each month will have a coordinating adjective (relating to
brand voice) such as Fun February

It will highlight what classes, events, articles, or shows are

scheduled for the month. It will be sent out on the 1st of every
month

Customers will be able to click a hyperlink within the email to

purchase tickets, read an article, etc

The subject line of the email will be the title of the newsletter
- here it would read “Marvelous May Newsletter”
SUMMARY
 SUMMARY
Great location- need to increase traffic
Increase brand awareness by knowing what the competition
is doing and how to set the GLC apart from them.
Promote on social media regularly what's happening at the
Gilchrist Learning Center
Create cohesive content that can be tied back to the
Gilchrist Learning Center
Reach more people by offering subscriptions, surveys and
advertisements
THANK
YOU!