Abstract Expressionism Museum of Art

600 Sampsonia Way Pittsburgh, PA 15212 www.abstractexpressionism.com

412.689.2431

Express Yourself Campaign

Charles Wright isnt the only one who can express himself!

Brief Organization Overview

The Abstract Expressionism Museum of Art is a non-profit art museum that
has been exposing Pittsburgh to modern art that falls into the category of
abstract expressionism since 1998. The Museum only exhibits abstract
artwork in various medium in order to break the social stereotype that art
must be realistic. The Museum assembles artists from all over the globe to be
a part of residencies to create works of art that expresses formalistic
qualities. The Abstract Expressionism Museum displays work that evokes
emotions within the audience, connecting with each individual on an intimate
level.
Situation/Issues
The Abstract Expressionism Museum of Art strives to provide an artistic
experience different from the majority of other museums. The Museum is
built on a foundation of creativity and self-expression, and believes in the
encouragement of these practices in youth. The museum understands that
art can assist children with handling lifes hardships as a coping mechanism.
Many children today are underprivileged and do not have the means
necessary to express themselves in a positive manner. The fact that children
are not able to find a positive outlet forces them to turn to negatives escapes
which destructively impacts the rest of their lives as well as society. Based on
these facts, the Abstract Expressionism Museum of Art has decided to host an
event entitled, Express Yourself that will go along with an exhibition
comprised solely of paintings. The Abstract Expressionism Museum of Art will
be partnering with the Mattress Factory Art Museum, which is located in
Pittsburgh as well, to sponsor the event. The Express Yourself Event will be
displayed throughout the Abstract Expressionism Museum and all profits will
benefit the art departments within the New Kensington Arnold School District.
Campaign Summary
The Express Yourself Campaign purpose is to make a positive impact on the
lives of the children who attend schools in the New Kensington Arnold School
District by teaching ways to express themselves through art. The primary

medium that will be taught is paint because it has the highest degree of
potential for expression due to the material as well as the vast variety of
colors. The children will be encouraged to utilize any color they please. The
workshop will be taught by the artists that exhibited work in the Express
Yourself exhibition. These professional artists, Brittany Knapp and Constance
Briggs, are also studying to become art therapists. Their background in
psychology will allow them to teach the children exciting and creative ways to
use art as an outlet. These artists will not be there to analyze the children
instead, they will merely assist the children by exhibiting how to apply paint
depending on which emotion the individual is feeling at that moment. The
campaign hopes to raise a substantial amount of money that will be used to
purchase new art supplies for the schools in the New Kensington Arnold
School District. The Express Yourself Exhibition will display paintings
exhibited by the two artists that have been influential in their personal
emotional escapes. The Abstract Expressionism Museum of Art will create a
unique workshop that will impact the children in a positive way which will
create a domino effect that will cause the next generation to ultimately
become happier as they continue in their lives.

Goals
Long-Term Goals

Increased membership, attendance, and awareness of the Abstract

Expressionism Museum of Art
Increased membership, attendance, and awareness of the Mattress
Factory Art Museum
Increase overall awareness of the New Kensington Arnold School
District
Increase favorable perceptions of both museums as well as awareness
of its community relations programs
Creation of meaningful relationships with the Mattress Factory, the
Pittsburgh Publics Schools, community members and organizations
who foster the values and goals of the organization
Improve childrens ability to cope with stressors therefore, creating
happier individuals that comprise the next generation
Short-Term Goals
Increased awareness of the value of art education in schools
Implementation of a fun, safe and successful evening for children and
museum patrons
Increased awareness and favorable attitudes about the Express
Yourself exhibition

Measurable Objectives

Increased awareness about the Express Yourself Exhibition and the

Express Yourself Workshop by early/middle of March.
Increased membership at the Abstract Expressionism Museum of Art
and the Mattress Factory Art Museum
o This will be measured by
Creation of favorable attitudes regarding the Abstract Expressionism
Museum of Art, the Express Yourself campaign and its purpose of
assisting children in expressing themselves via art by mid/end of
March.
o Will be measured through social media interaction from
publics.
Obtain 30-40% attendance rate of those invited to Express
Yourself Exhibition on Monday May 4, 2015
Obtain 40-50% attendance rate of children as well as their
family and friends at the Express Yourself Workshop on
Saturday May 9, 2015

Primary messages
Charles Wright isnt the only one who can express himself!
o The purpose of this message is to explain the campaign slogan.
Charles Wright is known for his song entitled, Express Yourself
and it is important to integrate the art form of music even if only
in a small manner. It is also meant to explain the concept of the
campaign of encouraging self-expression among children.

The Abstract Expressionism Museum of Art strives to demolish the

stereotype that art can only be considered real art if it is realistic.
o The point of this message is to explain that the museum desires
to support the arts that have struggles to make a name in the
world. There are countless definitions of what makes art real
but, the truth is that in the modern world of today, there are
numerous avant guarde art forms.
The Abstract Expressionism Museum of Art and the Express Yourself
Campaign encourage self-expression and equal opportunities for all
children.
o The purpose of this message is to reiterate and state clearly the
beliefs of the organization as well as the campaign. The children
comprise the next generation and that it is essential we teach
them how to handle the stressors that accompany everyday life.

Publics
Primary Publics:

Artists professional and amateur

Members of the Abstract Expressionism Museum of Art
Members of the Mattress Factory
New Kensington Arnold School District representatives

Media- Pittsburgh, Pennsylvania

Community members
Families in the Pittsburgh area
Families and friends of children whom attend the elementary school
Local Newspapers
Local Television
Local Radio
Online Communities (publics on social media portals talking about the
event)
Secondary Publics:
Local artists
Fans of exhibiting artists
Art collectors
Art Students
Hypothetical Place/Time
The Express Yourself Exhibition opening reception will take place at the
Abstract Expressionism Museum of Art on Monday May 4, 2015. The
reception will begin at 6:00 p.m. and conclude at 8:00 p.m. The exhibiting
artists will be in attendance in order to encourage interaction as well as
explain their artistic process and what they will be teaching the children at
the event the upcoming weekend. Refreshments will be provided and the cost
is free to the public but, there is a suggested donation of $5-15.
The Express Yourself Workshop will be held at the Abstract Expressionism
Museum of Art in the main lobby on Saturday May 9, 2015. The doors will
open at 2:00 p.m. and the event will begin at 2:15 p.m. to allow families extra
travel time. There will be a healthy snack prepared for the students and the
workshop will conclude at 4:00 p.m. Families are encouraged to stay and
participate with their children and the cost is $5 per child.

Tactics
Media Relations Tactics:
Two months before the event:
Press Releases, Broadcast Readers, and Advisories

Will be released to the media (newspapers, television stations, radio

stations) and will be sent to families, artists, and art collectors in the
Pittsburgh area so that they may become aware and share word of
the event with related publics.
Newspapers:
The Pittsburgh-Tribune, Deputy Managing Editor: Rick Monti
The Pittsburgh Post-Gazette, Editor and Executive VicePresident: David M. Shribman
Television/News Stations:
WPXI, Reporters: Timyka Artist, Dave Bondy, Courtney
Brennan, Rick Earle
KDKA, Reporters: Jon Burnett, Bob Pompeani, Brenda Walters
WTAE, Reporters: Paul Van Osdol & Bofta Yimam
Radio Stations:
99.7 Wish, Pittsburgh
102.5 WDVE, Pittsburgh
96.1 Kiss, Pittsburgh
107.9 Y108, Pittsburgh
Exhibition and Workshop Flyers
o A flyer will be created and sent to the media (newspapers, television
stations, radio stations listed above) along with the press releases.
They will also be sent to businesses and facilities in the Pittsburgh
area to create awareness about the exhibition and workshop. This
will be used as an advertising tactic and a fundraising tactic. The
businesses are more likely to get involved if they are aware of the
campaign
Social Media (will continue throughout entire course of campaign)
o The hashtag #ExpressYourself will be utilized and attached to the
promoting posts on each social networking site. Social media
accounts (Twitter, Facebook, Instagram) will be created for the
Express Yourself Exhibition and Express Yourself Workshop to provide
informational updates and answer inquiries regarding the events.
One month before the event:
Exhibition and Workshop Flyers Continued
o Second versions of each flyer will be created and hung in Pittsburgh
area and businesses around the Abstract Expressionism Museum of
Art, the Mattress Factory, and the Elementary school to advertise the
event.
One to Two weeks before the event:
Feature Story
o A feature story will be sent to the media (newspapers, television,
radio), local businesses and artists as well as collector related to the
Abstract Expressionism Museum of Art. There will be two feature
stories sent to the media. One giving information on the exhibition
and workshop, and another describing the positive impact expression
through art has on children and continues to affect them throughout
the rest of their lives.
During the event:
o

Social Media Platforms

o The hashtag #ExpressYourself will be utilized and attached to the
posts on each social networking site. Photos will be posted to Twitter,
Facebook and Instagram and we will live Tweet updates and
information throughout the evening. All of the social media accounts
of the brand will be cross platformed in order to increase the reach as
well as track the hashtag.
Post event:
Phone calls and pitch letters will be directed to media representatives
about the summary of the event and the money that was raised for the
New Kensington Arnold School District. The publications will show a
detailed list of how exactly the money was spent and how the students
are using the new art supplies.
o Social media accounts will be updated with post-event information
and images of the children in the middle of the creative process
making works of art with the new art supplies as well as the
completed works of art.
Feature Story
o There will also be a feature story written about the progress in the
quality of art created with the new supplies including quotes from
both the children and their parents.
General outline of event
The Abstract Expressionism Museum of Art is partnering with the Mattress
Factory Art Museum and the New Kensington Arnold School District to create
a safe environment for children celebrate attend a workshop that exposes
them to art, learn how to use art as a channel for their emotions, and raises
funds for the school.
Tentative Agenda:
Abstract Expressionism staff prepares the museum with decorations,
supplies and other necessary items on the day before the events
(Friday, May 8)
Doors open for the exhibition at 5:30 p.m.
Express Yourself Exhibition opening reception (speeches) begins at
6:00 p.m.
Refreshments served at 6:00 p.m.
Exhibition concludes at 8:00 p.m.
Express Yourself Workshop doors open at 2:00 p.m.
Workshop begins at 2:15 p.m.
Workshop concludes at 4:00 p.m.
Staff begins cleaning at 4:30 p.m. to ready the space for the following
day
Speakers/Representatives:
CEO of the Abstract Expressionism Museum of Art thanks everyone for
attending, thanks the Mattress Factory for the partnership, explains the

events and introduces announces that everyone can now express

yourselves.
List of Attendees:
Abstract Expressionism Museum of Art employees
Children whom attend the elementary school
Families and friends of the attending children
Exhibiting/participating Artists
Art patrons
Art collectors
Local artists
Art students from surrounding universities in the Pittsburgh area
Mattress Factory Art Museum employees
New Kensington Arnold School District representatives
Works Cited:
New Kensington Arnold School District. (n.d.). Retrieved November 23, 2014,
from http://www.nkasd.com
The Mattress Factory Art Museum. (n.d.). Retrieved October 24, 2014, from
http://www.mattress.org/index.cfm?event=Home