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Email and Social Media Marketing Portfolio
Organization:Los Angeles Art Association
Event:2014 Annual Benefit Auction
Categories:nonprofit, event, art
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Willie Kuo
@freewirry [email protected]
Email and Social Media Marketing:
A. Master Editorial Calendar
Coordinate communication across all lists and channels by program type.
Green = ExhibitionOrange = Earned IncomePurple = AuctionBlue = Fundraising
Email and Social Media Marketing:
B. Event Communication Calendar
A calendar only for the event to coordinate with Paddle8.
Email Marketing:
1. Save the Date
To ensure people keep their calendars open for the event.
2. The First Invitation
Copy and images include:Event logoSocial share linksEvent informationTicket linkFacebook event linkBenefit Committee listDonate link if can’t attendOrganization logoMission StatementMapSocial media profiles
3. Preview Live Announcement
Copy and images include:Link to Paddle8’s Auction pageVertical format for mobileTop 3 art worksEvent informationCommittee list
Email Marketing:
4. Pick of the Day (#6, 2, 3)
10 Benefit Committee Members each chose an artist to highlight as a daily “pick of the day”
Copy & images include:Art labelImage of art workLink to Paddle8’s bid pageQuote from the Committee MemberLink to the Auction’s Paddle8 pageEvent informationTicket linkFacebook event linkBenefit Committee listDonate link if can’t attendSponsor logo blockOrganization logoMission StatementMapSocial media profiles
Email Marketing:
5. Pick of the Day (#7, 5, 4)
10 Benefit Committee Members each chose an artist to highlight as a daily “pick of the day”
Copy & images include:Art labelImage of art workLink to Paddle8’s bid pageQuote from the Committee MemberLink to the Auction’s Paddle8 pageEvent informationTicket linkFacebook event linkBenefit Committee listDonate link if can’t attendSponsor logo blockOrganization logoMission StatementMapSocial media profiles
Email Marketing:
6. Reminder
Final invitation sent out 3 days before event as a reminder.
New content in the email includes Slideshare of live lots.
7. Pick of the Day (#10)
8. Thank You
A personalized thank you to attendees, supporters and the big list sent the first work day after the event.
Social Media Marketing:
Before the Event
Across all channels, post an invitation to the event with tags of major sponsors and partners with strong brand recognition.
Create a Facebook event page.
Create event graphics for:- Facebook cover- Facebook event cover- Instagram post- Twitter cover
Choose and claim a hashtag for the event (#benefitauction14).
Social Media Marketing:
Before the Event
Across all channels, build buzz and promote the sale of VIP tickets.
Showcase the free prints received by VIP guests.
Use plenty of hashtags on Instagram.
Engage supporters, who are influencers on social media.
Be responsive.
Social Media Marketing:
Before the Event
Across all channels, post the Pick of Day and link to the corresponding Paddle8 page to generate bids.
Create graphic for Twitter to fit in >140 characters and showcase art work.
Tag when possible.
Social Media Marketing:
Before the Event
Across all channels (with an emphasis on Twitter and Facebook), promote and engage with sponsors, partners and artist-donors with strong name recognition.
Create “Auction Highlights” graphic.
Social Media Marketing:
Before the Event
By Channel: Twitter
Encourage early bidding through Paddle8 and acknowledge artists, who donated to the event.
Coordinate social media with partners, who maintain an active social media presence.
Engage and invite influencers in the LA art community.
Social Media Marketing:
Before the Event
By Channel: Instagram
Encourage early bidding through Paddle8 and acknowledge artists, who donated to the event.
Use apps to square the photograph of the art work, or zoom in as a detail.
Use hashtags describing the material, process and affiliations of the artist.
Tag when possible.
Social Media Marketing:
Before the Event
By Channel: Facebook
Promote early bidding through Paddle8 and acknowledge artists, who donated to the event.
Document the event preparation with photos and post it as it happens.
Tag when possible.
Be responsive.
Write in a friendly tone.
Social Media Marketing:
During the Event
Live tweet if possible.
Let attendees know what the event hashtag is.
Document with photos and post as it happens.
Social Media Marketing:
After the Event
Be grateful. Continue acknowledging sponsors and supporters across all channels.
Photo Credit:Ginger Van Hook
Artists Credit:Ann HamiltonShepard FaireyEvan NesbitAlvaro IlizarbeEd MosesJoshua LevineFrank WorthChristina CraemerEd RuschaJoe DavidsonDean R. LarsonEllen CantorOsceola RefetoffKristine SchomakerRich RobinsonValerie BroatchRichard ChowDaena TitleKenn RaafChris OtasekUta BarthLuis AlveroMiguel OsunaAnnie TerrazzoLita Albuquerque
