THE PAPER CRANE

Project byTyler AndersonTori Sheets &David Christensen [ ]

Photos, images, and quotes courtesy of Jesse Melson

Jesse and Kylee Melson opened the art supply studio on March 2, 2013

The goal of The Paper Crane is to create and let people understand

the value of art. Regular events held at the venue

include:Art Lessons

Paint parties on Fridays and Saturdays

Summer art camps &Gallery shows]

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Social Media

“Facebook is our biggest outlet for engaging with customers, of course. That’s what most

companies use is Facebook. It’s the aspect that it’s free, most of the time… unless you pay for a sponsored ad, but it’s the best way to reach people. Our secondary platform is Instagram.

Twitter is usually the third option for me.”]Stats:Twitter – 117 tweets, following 242, 59 followers, 12 favoritesFacebook- 929 likes, 350 visitsInstagram- 149 posts, 236 followers, following 422.[

“The biggest thing that I’ve noticed is content, like images especially, that really engage viewers. I have more likes from posting pictures of repurposed wine bottles into succulent planters draw more likes than when I put up stuff like gallery shows. I just feed into what’s popular at the time, like right now, it’s recycling and going green.”

Social media advertising techniques

“We offer an incentive for check ins. Like right now, if you check in, you get a free bumper sticker. It’s essentially cheap advertising.”[

“Contests have been successful for us. Most people like Facebook contests. We haven’t done one in a while, but we done a raffle for an easel.‘If you share this…’ that kind of thing” ]Jesse manages all

social media with help from the baristas working in the coffee shop.

BrandingOne of Jesse’s main challenges is people calling The Paper Crane just “Paper Crane.” Sometimes, he kindly reminds folks that there is a “The” in the name.

Special Promotions

The Paper Crane was featured on KAMR as well as in the Amarillo

Globe News. ]“We also do an email newsletter. That is helpful to engage those who aren’t on Facebook, mostly older people. It’s good to hit that demographic as well.”[