Obe-Twelve Gallery Marketing Plan

ONE TWELVE GALLERY

Marketing Plan

Isabella Velasquez Matthew Pursley Charlotte-Anne Frye

TABLE OF CONTENTS.. |

SITUATION ANALYSIS……………………………………………………………2 |

S.W.O.T. ANALYSIS……………………………………………………………...9 |

DESCRIPTION OF TARGET………………………………………………………13 |

MARKETING OBJECTIVES...………………………………………………………15 |

MARKETING STRATEGY…………………………………………………………16 |

BUDGET……………………………………………………………………22 |

EVALUATION MECHANISMS………………………………………………………23 |

POSITIONING STATEMENT……………………………………………………….25 |

EXECUTIVE SUMMARY…………………………………………………………..26 |

SUMMARY OF RESEARCH………………………………………………………...27 |

SITUATION ANALYSIS

INDUSTRY ANALYSIS

Art galleries cater to art enthusiasts, decorators, and collectors by offering one-of-a-kind, unique pieces for viewing as well as purchase. Brokerage is the primary function of galleries, supported by operations such as recruiting and soliciting new artists, and building the brand of the gallery. The reputation of a gallery is largely based on the artistic style of the pieces they showcase.

In the past decade the ‘underground’ art gallery has emerged, largely fueled by the desire of art-enthusiasts to offer exposure to the work of up-and-coming artists. Such artists often produce work that is considered to be unusual, unique, original, and ‘alternative’. This genre of galleries is typically centered around major metropolitan areas, often in neighborhoods known for eclectic style.

In Atlanta, the underground gallery market has become increasingly concentrated in the East Atlanta area. Neighborhoods such as Inman Park, Old Fourth Ward, Cabbagetown, Grant Park, East Atlanta Village and Poncey-Highlands have developed a reputation for catering to the unique culture of their residents with individualistic attitudes and alternative lifestyles. The market is in a stage of growth, with the emphasis on eclectic culture increasing the concentration of underground galleries within the past decade. Within these...