the guide to our gallery

table of
contents
 Executive Summary 9
Situation Analysis 12
Secondary Research 24
Primary Research 52
Strategic Plan 98
Creative 106

4
Media Plan 132
Calendar 138
Budget 142

contents
table of
Recommendations 148
Team Biographies 154
Addendum 162

5
in a nut shell
executive
summary
8
ArtyApt is an online business that provides free, authentic, high-resolution pieces of
art for customers to download and print online. As a new business endeavor, ArtyApts ini-
tial goal was to successfully establish itself as a viable enterprise. The company now hopes
to raise awareness as a brand as well as position itself in an already competitive market.

ArtyApt targets two very specific audiences.

The first: college students and young adults experiencing life in their own
home for the first time. These customers appreciate art for the story behind it,
and they want their walls to reflect that.
Our second audience includes up-and-coming artists who hope to get their
name out to the public. ArtyApt acts as a perfect source as they try and build a

executive
clientele. They create one-of-a-kind pieces of work that have a story behind it and

summary
they are willing to share it.

Research indicates the best way of generating action, trust and recognition among our
target audience is to use various advertising outlets that ultimately influence
word-of-mouth communication. Knowledge and awareness of ArtyApt will be generated
through a multi-pronged campaign.

In order to optimize the effectiveness of this campaign, the first phase is built on a national
scale where audiences are engaged through social media, the ArtyApt Web site, mobile,
and other online avenues. The second phase uses the University of Missouri as a test site
for guerrilla marketing, sponsorships, events, and print. If effective, phase two can be
implemented in college towns across the nation.

Throughout this process, Fresh Inc. has been dedicated to ensuring a strategic and
thorough communication plan to optimize a campaign that will yield measurable results in
tandem with ArtyApts goals.

9
so, heres the deal
situation
analysis
 ts th e proble m ?
wh a
ArtyApt is an intriguing, but challenging business concept.
At this point, it is not clear how the exact service being offered will work or how revenue
will be generated in order to sustain this business.

our goals

Fresh Inc.s primary goal is to determine if the business proposal presented by ArtyApt is a
viable business endeavor. As of now, it is not a moneymaking venture and there is no
visible methodology for bringing in an income. Through extensive research we will
establish if ArtyApt offers a marketable, sustainable value to customers.

Our secondary goal is to increase brand awareness about ArtyApt as a Web service that
provides free access for downloading original high-resolution pieces of art. We intend to
position ArtyApt as a one-stop shopping place that resides at the intersection of selection
and convenience. To ensure that ArtyApt is a dynamic site, we will connect our audience
with online printing services so it is easy for customers to physically acquire their art.

In order to drive traffic to ArtyApt we will utilize social media as our main medium of
advertising. More specifically, we will use various social media outlets to generate action,
trust and brand recognition among our target market.

12
 re we tal kin g to ?
who a
ArtyApts target market will help determine how we establish ArtyApt as a
brand. Our primary target is composed of college students and young
professionals, 1835 years of age. ArtyApts typical consumer has a limited
budget, but still prefers to decorate their place of residence with tasteful
reproductions of authentic art instead of mass-produced posters.

We must determine the role art plays in the typical consumers life.

situation
By identifying the emotional connections people have with art, we will be

analysis
better situated to promote our brand promise, an actionable way for
ArtyApt to connect with the consumer.

We also plan on targeting a secondary audience: up-and-coming artists who

hope to get their name out to the public. These artists are still in school
studying art or photography or have recently graduated with a relating
degree. ArtyApt could act as a perfect source as they try and build a clientele
and get their name out there. They create one-of-a-kind pieces of work that
have a personal story behind them and they are willing to share that story.

13
 .. . wh at is a r tyapt
so

Kim Garretson and a selection of ArtyApt aims to create a

students from the Minneapolis College of Art personality for each of the images displayed on
and Design created and maintained ArtyApt.com the site. Personal stories about each work of art
in the fall of 2009. The site was designed as a will soon be added, allowing ArtyApt to
venue for young adults to download distinguish itself from similar sources of artwork.
original artwork they In addition, printing venues will be
could print for a very low linked to allow guests to efficiently
cost. The art featured a acquire the affordable images.
unique variety of pieces ArtyApt also has an advantage
appealing to many over its competitors because it is
different personalities. well positioned to aim directly at
The artists who its target market through the use
developed ArtyApt of social media. College students
created and posted the and young professionals are very
existing images. familiar with the most innovative
Currently the site is a social media networks and tools.
project rather than a This will make them easy to reach
business. It is unique through these outlets. The goal is
because all e-commerce to help our peers find amazing art
has been removed from the ArtyApt site. Our for their apartments. Social media
client wants to explore the freemium model. is constructed as a way to create a community
This means giving away images for free to that helps one another. The use of this market-
develop a strong fan base. Eventually the site ing tactic is perfect for a site all about scouring
will have features exclusive to those willing to the web for the best images online. ArtyApt will
pay for them. Currently, knowledge and provide further research into who should curate
awareness of the site is being generated through the images and provide a meaningful story for
social media networks. each of them.
14

ArtyApt is an online Web service, which
connects consumers with affordable art.
As a distinctive online venue, ArtyApt is
extremely accessible. Consequently, there are
numerous possibilities on how to propel their
brand, especially with a target market that is
very familiar with social media tactics. Current
exposure through these outlets, such as, Twitter
and Facebook has helped build a platform from
which to extend the launch of ArtyApt.
and where does it
stand?
situation
analysis
ArtyApt is currently placing emphasis on raising
awareness through word-of-mouth marketing.
By utilizing social media, our client recognizes
the opportunity to bypass the traditional media
filter completely and directly engage with the
consumer. ArtyApt is also aware that a
well-executed Web site combines content and
delivery while adding personality and
authenticity. We hope that offering great
content combined with free service will drive
the consumer to return again and again.
15
 the competition
Due to the uniqueness of ArtyApts position as a service Web site that offers free
original pieces of art, they do have an advantage over the typical retail Web sites.
ArtyApt is a new brand in an already established market. Traditional competitors
dominate awareness and market share today.

ArtyApts main competitors are Web sites that sell cheap, mass-produced art such as
Cheap-Posters.com, All-Posters.com, and Art.com. ArtyApt aims to differentiate itself
from these sites by providing real art (not replicated posters) for customers to down-
load and print. Through primary research we will be able to deep-dive into what our
audience thinks about ArtyApts position among competitors.

16

As solely an online venue, there are specific
challenges ArtyApt must overcome in order
to be successful. First, with a low number of
clientele it is probable that many people do not
know about ArtyApt.com. While social media
is a great medium to generate awareness, it
is essential that ArtyApts messages do not
become part of the clutter.
t become part of the clutter.
ial that Ar tyA pt s messages do no
it is essent
A current concern is that with three different
groups working on the ArtyApt project there
are bound to be consistency problems with
messages, content, and marketing approaches.
The current Web site could deter people from
visiting and learning about ArtyApt because
the main purpose and function of the site are
not immediately clear. It will be necessary to
incorporate a section on the primary Web site
and supporting social media sites that describe
what ArtyApt is all about, and how to more
clearly communicate its value proposition.
what were up ag
ainst
Also, it is important to determine whether
ArtyApt can offer this service without
running into any legal issues. ArtyApt needs to
be aware of possible copyright infringements
that might occur. All content provided on the
Web site must be legally accessible and in the
public domain, including partnerships with
situation
analysis
printing facilities verifying that there are not
legal issues stemming from the printing of this
art.
Finally, ArtyApt must clarify its partnership
deals. Through further research, we will deter-
mine if there are potential co-marketing oppor-
tunities with Kinkos and other online printers.
17
 S .W. O .T . analysi s

strengths

Since ArtyApt is an online business and relies heavily on social media to brand itself,
the selected target market for ArtyApt is ideal for success. Many college students and
young professionals are extremely familiar and fluent with social media tactics and
reaching them through these outlets is an advantage against competitors.

Incorporating a blog on ArtyApts Web site is an extremely valuable approach. Not

only has blogging become a popular pastime, but it is also a primary resource for
reporters to compose a story to publish through traditional media vehicles.

18
 weaknesses
Mission/Who We Are:
ArtyApt will have to work hard to
set itself apart from already
well-established competitors.
There is no established brand
image for ArtyApt. There is a lack
of information on the Web site.
Without a clear mission statement,
it will continue to be a challenge to
engage our target market.
Key Messages:
Market research will help to
determine the critical needs and
messages that appeal to our target
audience. Research should also help us
understand how to communicate with
our audience, who would influence
them, and where they would go to
look for this information.
Web Site Readiness:
The ArtyApt Web site will set a
critical first impression with its target
audience. It needs to communicate a
professional look and feel about its
products and services. Misspellings,
for example, must be eliminated. Note
that Affordable is spelled wrong in
the logo on the front page! The image
of the Web site will play a significant
situation
analysis
role in helping us position and
differentiate the business.
Awareness:
Raising awareness of ArtyApt will be
critical for its success. Determining the
best strategies to employ will be essential
for the long-term success of the business.
Brand Design:
Ultimately, the brand design must be in line
with the goals and objectives of the business
plan. To make sure of this alignment, we will
need to review and understand the business
plan for ArtyApt.
19
 opportunities
ArtyApt has the ability to expand into a
well-recognized, trusted brand. In order to become
a sustainable business, ArtyApt must have a way to
generate revenue. Opportunities include possibilities
to advertise within the Web site and only offering
free downloads for a trial period. This could
potentially help launch the business.
A strong presence in the art community would also
help publicize the Web site. There is potential to drive
traffic to the ArtyApt site through art events,
especially at college campuses across the nation.
Aspiring artists will have a great opportunity to gain
exposure by posting their art on ArtyApt as well.
Possible Creative Sparks:
Through further research we hope to discover
innovative ways to engage our customers with the
brand. Currently, some ideas include, a more
interactive Web site such as an e-magazine style to
generate content for customers. By doing so, this
gives the opportunity to create a more sustainable,
solid brand image and buzz among customers, thus,
driving traffic to the website.
More possibilities of expanding this business online
exist by, but are not limited to, creating a suggestion
box on the Web site, YouTube viral videos, and
competitions among artists showing their art at
ArtyApt.com.

threats
ArtyApt has a responsibility to understand its buyers and create content specifically for them. However,
if the content becomes part of the Web clutter, competitors will prevail because they already have brand
loyal customers. We need to make certain that ArtyApt stands out in a good, compelling way.

With advertising for ArtyApt limited to social media, it could hinder the reach of our campaign. By not
utilizing a holistic marketing approach, ArtyApt could be missing out on an opportunity to attract and
engage an active segment of its target market.

20
 w
what we need to kno
Background:
What are the long-term business goals?
Is this a service our target market wants?
Is there a business/marketing plan available for ArtyApt?
Logistics:
How will ArtyApt.com make money?
Can people purchase the actual piece of art?
Do artists want to offer free art for exposure?
Can they upload their own art? Would they?

situation
How do people get from downloaded bits to artwork on the wall?

analysis
How do we replenish the Web site with original art consistently?
Target Market:
What does art mean to our target market?
How much is the target willing to pay for art?
How can we inform our target market in the most effective manner?
Will artists be willing to upload their own art for free downloads?
Campaign:
Is social media enough to spread the word without forms of traditional advertising?
What other kinds/approaches of events/guerilla marketing would be effective in promoting the
ArtyApt.com Web site?
How can we break through the cluttered market space within which ArtyApt.com competes?
How can we build consistency to the brand among its many different social media channels?
How can ArtyApt ensure legal methods for downloading art?

21
a little support never hurt anyone
secondary
research
 ArtyApt embraces new technology with its unconventional ways of advertising and
offering its products. It operates solely online through the concept of downloading-to-print pieces of
art. However, this hasnt always been the method in which art was sold.

Prior to the trend of moving to the web, art was primarily sold in auctions and stores.
These traditional methods of selling art are still somewhat popular today. These pieces are extremely
expensive and bought only by those who can afford them. Art sold in this manner is very rare,
especially in the homes of young adults. Mass produced art can be found in department stores at a less
expensive price than original art. Nevertheless, people still want original pieces of art at a low price.

ArtyApt breaks through the traditional methods in many ways. It offers free and unique art, which was
almost unheard of just a few years ago. It also uses innovative technology to operate solely online.
This can be said for both its production aspects and its advertising techniques. It makes use of social
media marketing in a way that completely immerses ArtyApt into the online world.

24
 e a clo ser lo o k at o u r ta rget
lets ta k
ArtyApts primary target market is composed of
college students and young professionals, aged 1835. Our main
medium of advertising to this audience will be various social media
outlets. It is important to understand the broader scope of social
medias reach in order to determine the demographic and age

secondary
research
segments most affected. Through secondary research, we can
determine who the users and viewers of social media are.

Who makes up ArtyApts target market?

Older segment of Generation Y

A force of around 70 million people
Sometimes known as Echo Boomers and Millennials
Born between 1977 and 2002
Depending on the source, Gen Y is sometimes more narrowly defined as
1627 years of age (1979 to 1989).

Younger segment of Generation X

A force of around 50 million people
Born between 1965 and 1976

25
 A complete overview of the Top U.S. Social Media Sites for

social media December 2009 and previous years shows a 210 percent
year-over-year increase in total minutes on these sites.
Facebook and Twitter recorded a growth of 200 percent
and 368 percent respectively. Twitter continues to lead
the market in terms of the fastest growing site.
Top U.S. Social Media Sites: December 2009
120,000

100,000

80,000
Visits

60,000

40,000

20,000

Facebook MySpace Twitter Classmates LinkedIn

Dec 07 Dec 08 Dec 09
Twitter.com
Source: The NielsenWebsite
Company Growth by Age Group
Source: Nielsen, NetView Audience Measurement Service, July 2009
25,000
Undeniably, Twitter has a major online
(% of Total)
presence, and ArtyApt will utilize it heavily
20,000 55+
throughout this campaign. While Generation 20%
Unique Audience (000)

Y does make up a portion of its users, Twitters

15,000
growth is not fueled by the youth. As portrayed
in the graph shown below, more than 80
10,000 64% 2554
percent of Twitters audience is over age.

5,000

16% 224
0
Jan 09 Feb 09 Mar 09 Apr 09 May 09 Jun 09
26
 Young People Flock to Twitter
Internet users age 1844 are more likely than older users to use Twitter or another
status update service.

40% 37%
35%
31%
30%
% of Internet Users

Dec08
25%
20% Sept09

secondary
20% 19% 19%

research
15%
10% 10% 10%
10%
5% 4% 4%
5% 2%
0%
1824 2534 3544 4554 5564 65+
Source: Pew Internet and American Life Project surveys conducted from
November 19December 20, 2008, and August 18September 14, 2009.

This is a slightly more recent finding and shows that over the past year the
Generation Y demographic, as well as other younger demographic segments
have increased their Twitter uptake.

27
 social media trends in comparison to traditional advertising

Recently, companies have invested less money in traditional advertising efforts. The reason for this is a
combination of the rise of social media and the decline in the consumers trust of old media.
The Nielsen report below found consumers trust brand and product recommendations from friends
over any other form of advertising. In addition, they trust consumer opinions online over any form of
traditional advertising. This is the perfect attitude for social media marketing efforts. Getting
consumers to talk about brands online is the best possible marketing strategy.

Social media usage has soared by

73% in the last year alone.
The main distinction between traditional advertising and social media marketing lies in how each attempts
to reach an audience. With traditional advertising the goal is to cast a net over a vastly huge audience,
hoping to reach a large number of consumers who are interested in the product or service. The goal of
social media is to create a plan to effectively allow and encourage consumers to find the brand. The
concept of word of mouth is vital to the success of social media marketing. Social media brings a
community with it. Friends and trusted contacts draw on each other for advice about different products
and services. They have meaningful conversations about many different topics and develop online
relationships with one another. Social media is personal, making brands personal. Traditional media does
not provide a personal feeling. Instead, it simply delivers the message without ever really knowing how
many people act on it.

The advent of social media allows marketers to engage in social marketing. Emails, blogs, social
networking sites, video and photo sharing sites, and social bookmarking Web sites created a venue for
businesses to interact and create personal rapport with customers. Social media has rendered the need for
personalized marketing, specifically in ways the consumer wants to be understood and prioritized.

28
There are 87% more online social media
users now than in 2003, with 883% more
time devoted to those sites.
Level of Trust in Advertising Tactics/Media According to
Internet Users Worldwide, April 2009 (% of respondents)
Trust Trust Dont Trust Dont Trust
Completely Somewhat Much At All
Recommendations from people I know 34% 56% 9% 1%
Brand Websites 13% 57% 26% 5%
Consumer decisions posted online 13% 57% 25% 5%
Editorial content such as newspaper article 10% 59% 27% 4%

secondary
9% 54% 31% 6%

research
Brand sponsorships
Ads on TV 8% 53% 33% 6%
Ads in newspapers 7% 54% 34% 5%
Ads in magazines 6% 53% 36% 6%
Ads on radio 6% 49% 38% 7%
Billboards and other outdoor advertising 5% 49% 39% 6%
E-mails I signed up for 7% 48% 37% 8%
Ads before movies 5% 47% 41% 7%
Ads served in search engine results 4% 37% 48% 11%
Online video ads 3% 34% 51% 11%
Online banner ads 3% 30% 51% 16%
Text ads on mobile phones 2% 22% 47% 29%
Source: The Nielsen Online, Nielsen Global Online Consumer Survey, July 2009

median age of users for top four social networking sites:

MySpace: 26
Twitter: 31 The usage patterns of Twitter are continuously evolving.
Out of the top four social networking sites including Facebook,
Facebook: 33 MySpace, and LinkedIn, it has the second-youngest audience.
LinkedIn: 39

29
 benefits of social media

1) Narrower niches mean better targeting

2) High return on investment
3) Increased visibility
4) Higher conversion rate
5) Customer engagement

In a research reported by the 2009 Social Media Marketing Industry, social marketing generated
exposure for 81 percent of businesses, with 56 percent resulting in new business partnerships.
Sixty-one percent of businesses saw an increase in traffic to their Web sites; 52 percent saw a rise in the
search rankings. Social marketing has generated qualified leads for 48 percent of businesses. Besides
that, 45 percent saw reduced overall marketing expenses.

The Benefits of Social Media Marketing

Helped me close business 35%

Reduced my overall marketing expenses 45%

Generated qualified leads 48%

Helped us rise in search rankings 54%

Resulted in new business partnerships 56%

Increased my traffic/subscribers/opt-in list 61%

Generated exposure for my buiness 81%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Source: Social Media Marketing Industry Report. 2009 Michael A. Stelzner

30
trends in social media marketing

Although social media marketing is still in its infancy, the trend is on the rise. The 2009 Social
Media Marketing Industry reported that 44 percent of people have only just started using social
media compared to 23 percent of those who started a couple of years ago. In fact, 28 percent
of individuals have only recently started participating in social media. This provides a good op-
portunity for businesses to build brand awareness and long-term loyalty with new customers
through social marketing.

Social Media Use

1%

4%

secondary
research
Just getting started
23%
Been doing this for a few months
44%
Been doing this for a few years
No experience, but plan to use social media
No experience and do not plan to use social media

28%

Social marketing spending is projected to increase in tandem with the increment of

people joining the social network.

31
 Furthermore, in a 2009 survey, conducted by Adobe Systems Incorporated, shown in the graph below, blogs
are the leading social media used by 29 percent of businesses worldwide followed by RSS at 23 percent.
This indicates that consumers are highly involved in content that might influence their purchasing decisions.
Blogs allow consumers to be a part of the consumer chain in which they a re allowed to exchange opinions
and interact with other consumers. Nearly 22 percent of online businesses allow user ratings as part of their
social connection. This shows that ratings are fundamentally important to consumers.

Leading Social Media Used by Online Businesses

Worldwide, November 2008 - January 2009
( % of respondents)
Blogs 29%
RSS 23%
User ratings, rankings, comments 22%
Syndicating content to social site 19%
User-generated ratings/contests 16%
Live chat/instant messaging 13%
User-generated visual content 11%
URL and Web widget viral sharing 10%
Desktop Widgets 8%
Wikis 8%
Interactive devices 7%
Collaborative customer product design 7%
Collaborative shopping online 4%
Source: Adobe Systems Incorporated, Adobe Scene7 2009 Online
Customer Experience - The Next Generation Survey, February 2009
101805 www.eMarketer.com

With social media marketing comes a new way of determining its effectiveness. Traditional advertising relies
on impressions, reach, and frequency calculations. While these numbers are sometimes representative of
the effectiveness of a campaign, they are merely estimates. Social medias effectiveness is measured by the
number of times people mention brand messages in blogs, comments, videos, images and social networks,
but measurements are not only about the numbers. The quality of the discussion can also help determine
the effectiveness of a campaign.

32
The chart below compares the effectiveness, effort required and usage of social marketing tactics reported
by MarketingSherpa fielded in November 2009. The chart indicates that blogger relations is seen to be
most effective. The small sphere of blogger relations compared to blogging indicates that less
companies are actually executing blogger relations since it is time and labor consuming. Hence, most
companies tend to blog rather than create relations with other bloggers.
Comparing the Effectiveness, Effort Required and Usage of Social Marketing Tactics
Sphere Size Indicates Level of Usage
18%
Blogger relations

15%

Microblogging
12%
Social media SEO
Most Effective

Blogging
Social
9%
networks

secondary
research
SMNR
Multimedia
6%
Content Sharing

3% Email
Content Sharing
0%

0% 5% 10% 15% 20% 25%

Most Effort Required

Marketers can determine if their brand or product is being discussed in a positive or negative light through
social marketing. Unlike traditional advertising, two-way communication is possible. Advertisers are able to
receive useful feedback directly from their target audience. These comments can help them understand the
strengths and weaknesses for both the product and the campaign. Social media allows for the possibility of
meaningful relationships between the consumer and the brand. This is important for creating and
sustaining brand loyalty among buyers. New media can create a brand community with the potential for
growth through word of mouth.

Often, marketers join the social media trend without a strategic plan. There is more to social media than just
social network sites. A broadened scope includes micro-blogging and multimedia content sharing.
Businesses should realize that it important to leverage the most effective method, not necessarily the
fastest and easiest.
33
 shortcomings of social media marketing

One of the advantages of social marketing is better targeting. However, there are still
many challenges that businesses must overcome when using social media. Some of
these elements are listed in the graph below.

The Biggest Obstacles to Making Communities Work

60%
50%
40%
30%
20%
10%
0%
ity

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oin

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As shown in the graph above, the biggest obstacles to making online communities work
is in fact getting people to engage and finding enough time to manage the community at
51 percent and 45 percent respectively. It was also understood that 34 percent found that
attracting people to the community was rather difficult.

34
success in social media marketing
Social marketing has transformed advertising and many companies are trying to stay competitive with it.
Creating a strategic plan can help with the success of a campaign. Although not comprehensive, the
following certainly serves as guidelines for a thorough and successful social media marketing campaign.

Target Audience
It is important to understand what your target audience wants. Therefore, it is vital to define your target
audience and what your content can offer. Companies must note a two-way communication with their
audience while implementing transparency. Creating a good rapport and personal relationship may be
time consuming, but is important for future products or if problems needs to be address.

Length of Campaign

secondary
research
Many businesses tend to overlook the length of a campaign because they would rather wait for results
before making a decision. But it is important to understand long- term objectives in order to avoid having
to stop abruptly in the middle of the campaign.

Strength of Product
The main priority for many businesses is to drive traffic to their website. However, it is imperative for
businesses to understand their strength of their product and services as well as their ability to deliver long
term and loyal customers.

Time Constraints
Time is often the main concern for many businesses. Building and maintaining relationships with
customers, whether online or in-person is certainly time consuming. Nevertheless, it is a wise investment
for a business to have a team tackling issues related to online social interaction.

Measurements
It is imperative to measure the success of any campaign. Therefore, early objectives are fundamental in
measuring the campaign later. When setting goals, specific objectives such as reducing costs for reaching
the same target is crucial for clear measurements.

35
 h e co mpetition ?
what about t
online competitors
ArtyApt has numerous competitors, particularly online. The following chart shows how ArtyApt
compares to some of its main online competitors in the categories of services offered, price,
ability to download, and originality.
site affordability downloadable original printing services shipping additional services
Canvas transfer,
allposters.com X X $4.99 standard frame, wood mount,
laminate
Canvas transfer,
art.com X X $4.99 standard frame, wood mount,
laminate
Canvas transfer,
artcheckout.com X X $6.99 ($35+ free) laminate

Frame, fotoflot
artocracy.com X X* X X $8.21 (UPS ground)

Canvas transfer
artprints.com X X varies

Canvas transfer,
artthatfits.com X X $15.00 frame, custom sizing

Canvas transfer,
artexpression.com X X $6.95 frame

Canvas transfer,
barewalls.com X X $7.50 frame, board mount

boundlessgallerry.com X X X varies N/A

Canvas transfer,
imagekind.com X X** X varies frame, paper and size
options, greeting

dreamstime.com X X X N/A Free image section

Connect with others,

flickr.com X X X X $5.99 make things w/Snapfish

20x200.com X X X $12.50 Multiple size options

wallplace.com X X included Canvas transfer

Canvas transfer,
worldofstock.com X X X** X $12.00 frame, size options

Digital manipulation
vintageartdownload.com X X N/A upon request

36 artyapt.com X X X X TBD TBD

*Artocracy offers one free download per month **Some (not all) of the art is offered original
This list of 16 potential online competitors compares
the various features and services offered. ArtyApt
aims to have all the features listed.
A few of these Web sites have been selling art since
the late 1990s, and have a very well established
customer base. For example, Art.com Inc. is the
worlds largest online retailer of posters, prints and
framed art. They have served over 10 million
customers since 1998, and have an archive of over
700,000 images from which to choose. They are one
of ArtyApts biggest competitors, because they
offer affordable, convenient services to anyone in the
world. Affordability is important for our target market sale. ArtyApt plans to take 20x200.coms approach of
and stands as
albums, greeting cards, and canvases that can be
printed and shipped on demand. Part of our research
explores various options ArtyApt has for printing
partnerships.
Original art is somewhat difficult to define. Nine of
ArtyApts main competitors offer original art or
limited edition prints. Often, an artist is listed on the
Web site with a way to contact him or her. As shown
on 20x200.com, sometimes only a limited number of
downloads and prints are available, which makes the
art more valuable. Among the sites that offer originals,
Boundlessgallery.com offers the actual piece of art for
limiting the number

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research
one of of prints and
ArtyApts Affordable: the site offers some art for $50 or less downloads.
principle Original: the art is NOT mass-produced
commitments. Downloadable: The site offers the option to download the art in high resolution Almost all of the
Websites such competitors listed
Printing Services: The site offers the option to print the art for the customer
offer printing
Shipping: If the site offers shipping, what is the cost and method? services, but some
Additional Services: any services offered in addition to a standard print are exclusively for
downloading. This is
an important
as Art.com, convenience for
Allposters.com, Barewalls.com and Artexpression.com those who dont have easy access to a large format
offer a wide range of art prints for under $50. printer. Shipping costs under $13 for most of the art
However, these prints are not original and no artist is prints offered on competitive sites, with the average
listed. These websites offer many of the exact same about $5.99. Sites that sell larger art, or offer
images, making it a competition of price and additional services, charge shipping based on the size
convenience. and nature of the item.
In addition to posters, there is a high demand for Nearly all the competitors offer some type of
downloadable images. Flickr.com lets people share additional services. Frequently, people want their art
their high-resolution art and photos with others. Flickr framed or transferred to canvas, in order to provide
has established a partnership with Snapfish.com, so an authentic, classier look. ArtyApt might benefit from
that customers can create posters, collages, photo this because it increases the quality of the product.

37
 offline competitors
Although ArtyApt is an online venue for affordable, download-to-print art, it is
important to think about competitors outside the online world. Department
stores and superstores, such as Kohls and Target have entire sections of their
buildings dedicated to home dcor. The advantage ArtyApt has over
competitors such as these is that the art sold there is often expensive and
mass-produced. Campus poster sales also feature some of the most
mass-produced posters in the market. People buying art from these places do
not fall into our target market because of the price and lack of originality of
the art they buy.

Auctions and antique stores have a competitive edge for originality, but price
becomes a factor. At auctions, the most unique and original art often sells for
the most money. Furthermore, antique shops rarely have art for under $50.

On the other hand, many art students sell pieces they no longer want to keep.
This work is original and is often reasonably priced. Similarly, art may be found
inexpensively at garage sales. In these cases, ArtyApt cannot compete with
originality or price, but remains the most convenient. ArtyApt provides art enthusiasts
with the option of having it delivered to their home or they may print it at their convenience.

After considering competition outside the online world, it is evident that ArtyApt should remain
focused on its Internet competitors. The art displayed on ArtyApt is less expensive and more
original than art in a department or superstore. Comparably, campus poster sales only sell
mass-produced posters and auctions/antique stores sell expensive products. Customers who are
enthusiastic about college art sales and garage sales will continue to hunt for affordable art at
these places. Art sale and garage sale attendees are often there because they find these events
enjoyable and consider them a hobby. There is no need to target this type of customer.

38
 how do they advertise?
ArtyApt prides itself in using only non-traditional advertising tac-
tics, specifically, social media marketing. Twitter offers an effective
approach to increasing awareness among a web-savvy audience,
gaining followers and promoting art. Its important to analyze how
these unconventional promotional techniques compare to those of
its online competitors.

The following chart* evaluates the Twitter usage between ArtyApt

and prominent online competitors.
Site Twitter? # of Followers # of Tweets

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research
ArtyApt.com yes 661 334
AllPosters.com yes 236 33
Art.com yes 137 41
ArtCheckout.com no - -
Artocracy.com yes 95 21
ArtPrints.com no - -
ArtThatFits.com yes 624 461
ArtExpressions.com no - -
Art-Prints-On-Demand.com no - -
BareWalls.com no - -
BoundlessGallery.com no - -
ImageKind.com no - -
DreamsKind.com yes 1485 1094
PosterCheckout.com no - -
20x200.com yes 3731 669
WallPlace.com no - -
WorldofStock.com no - -

(*all information updated as of February 10, 2010) 39

 As the chart shows, many of ArtyApts biggest online competitors do not market themselves via Twitter.
This offers ArtyApt an opportunity to set themselves apart from the majority of the competition that uses
traditional online banner and display advertisements to promote their businesses. However, there are a few
competitors that are prominent in the social media realm. Some of these competitors, AllPosters.com,
Art.com and Artocracy.com, only recently began using Twitter and other social media tactics.
DreamsTime.com and 20X200.com have much experience with social media. Each site has a considerable
number of followers and notably more tweets than ArtyApt. The competitor most similar to ArtyApt is
ArtThatFits.com, with 624 followers and 461 tweets.

Through the research found on these Twitter accounts, it is safe to say that ArtyApt outranks most of its
competitors when it comes to social media involvement. However, for a site that thrives solely on
non-traditional advertising tactics, like Twitter, ArtyApt still has a long way to go if it wants to compete
with other unconventional self-promoters like DreamsTime.com and 20X200.com

40
Search engine optimization
Aside from social media marketing, online venues need to consider their search engine optimization (SEO)
to increase awareness.
SEO is the science of improving a websites visibility in search engines
for specific keywords and phrases (wholinkstome.com).
Successful SEO efforts can increase traffic and brand a site as it begins to show up as a top term when
searched. This is one area where ArtyApt lacks success.

WhoLinksToMe.com is a very helpful website when determining SEO. It provides great insight into SEO and

secondary
research
linking factors of certain sites, ultimately allowing for competitor comparisons.
Specifically, it shows a sites page rank, Google and Yahoo links, Google indexed pages, subdomains,
screenshots of prominent sites, and the number of keyword phrase results in search engines. It is
important to understand what these categories mean before comparing ArtyApt and its competitors.
The following information is taken directly from WhoLinksToMe.com.

Page Rank is a term that represents Googles general evaluation of a domains

importance. It is a valuable criterion in SEO algorithms.

Its been proven over time that the most reliable metrics in determining a websites
relevancy are the quantity and quality of inbound links to a site. Analyzing and
building a websites link popularity is a major part of the SEO process.

A Google page index is the number of pages from a Web site that Google
has in its database.

A subdomain is an easy way to create a memorable Web address for unique

content areas of your site.

41
 The following chart compares SEO for ArtyApt and its online competitors.

42
As the chart shows, ArtyApt has the least successful Search Engine Optimization.
It is the only site without Google or Yahoo links and it ranks second to last with
Google indexed pages. There is no screenshot available, which shows its lack of
recognition on the Web. Most importantly, it has no keyword phrases for a search
engine. There is only one other competitor without keyword phrases, Artocracy.
com. However, Artocracy.com does have 174 Yahoo links. Not only does this research

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research
show the desperate need to improve SEO for ArtyApt, it also shows a great necessity
to establish and maintain the ArtyApt brand. It is essentially unknown on the web,
and it will fail to overcome its competitors if it doesnt have a prevalent brand image.

43
 other research

Google Adwords

Why Google Adwords?

Google Adwords allows people to stumble upon a website when they
search on Google using keywords. This allows a business to reach
more customers by expanding reach through vast networks. Googles
contextual targeting technology automatically connects ads related
to the content. Like any other advertising campaign, measurement is
key. With Google Adwords, the Placement Performance Report
allows the marketer to review the ad performance in detail.

How does it work?

The marketer creates ads and selects keywords or phrases
pertaining to the business. Google also provides an advertising staff
to assist with the process.

Google only charges when someone clicks on the ad. A budget may
be limited to the advertiser. Google also provides cost estimates for
choosing keywords.

Global Marketing

Because ArtyApt relies solely on social media sites for advertising, it has the potential for global
reach. According to an article by NielsenWire in January 2010, Globally, social networks and blogs
are the most popular online category when ranked by average time spent in December (blog.
nielsen.com). The charts below exhibit the amount of time spent on social networking sites and the
number of unique visitors (people new to the site) during the past three Decembers.

44
 Global Web Traffic to Social Networking Sites
7:00
5:35:05
6:00
5:00
3:03:54
4:00
Hours

3:00 2:10:27
2:00
1:00
0:00 Dec 2007 Dec 2008 Dec 2009

Time Per Person (HH:MM:SS)

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research
350M
307,428,000
300M
242,039,000
250M
210,928,000
200M

150M
Dec 2007 Dec 2008 Dec 2009

Unique Audience

The charts show that both time spent on social networking sites and the number of people joining
continues to increase. Although people in the U.S. continue to spend more time on social
networking and blog sites (blog.nielsen.com), people in other countries have increased usage.
The following chart includes a list of countries rated by unique visitors and the time spent on social
media per person in December 2009.

45
 The United States unique visitors vastly outnumber those of other countries, but the
time spent on the sites is comparable. Australians actually spent more time on social
networking sites than Americans. As the popularity of social networking continues to
grow globally, many opportunities open for business owners.

Country Unique Audience (000) Time per Person (hh:mm:ss)

United States 142,052 6:09:13

Japan 46,558 2:50:21
Brazil 31,345 4:33:10
United Kingdom 29,129 6:07:54
Germany 28,057 4:11:45
France 26,786 4:04:39
Spain 19,456 5:30:55
Italy 18,256 6:00:07
Australia 9,895 6:52:28
Switzerland 2,451 3:54:34

Currently, Kim Garretson considers ArtyApt a
project, but he has shown interest in turning a
profit through ArtyApt in the future. Because
ArtyApt is an online endeavor, the potential for
global marketing exists. A weaker dollar, rising
incomes overseas, and lower taxes and tariffs
around the world have all helped American
companies sell more abroad, said Matthew
Bandyk in his 2008 article Small Businesses Go
Global. Many American products are much
cheaper than those sold elsewhere because the
value of the American dollar has gone down.
46
Furthermore, programs such as PayPal make
online business transactions easy, especially
international transactions. Though global
distribution opens many windows of opportu-
nity and room for company growth, there are
many costs to consider. Shipping internationally
can become a deterent if not approached cor-
rectly. There is no doubt that ArtyApts target
audience exists internationally, but the decision
to go global is one that should be saved for the
future. ArtyApt needs to focus on building brand
awareness and then eventually making domestic
profits before hitting the global scene.
Print Partnerships
To ensure ArtyApt becomes a dynamic and convenient company, we will connect our audience with a
printing service that best fits their needs. The following table compares a variety of print businesses, from
which ArtyApt will select to provide a link on the website. As a result, ArtyApts customers will follow an
easy two-step process to obtain their art. This includes, downloading a piece of art from our site and
uploading to it to one of the selected print venues. We have established a number of key characteristics
that will be useful in determining the best printing options. Below the table, you will find a brief summary,
as well as an in-depth explanation of each element.
PrintingVenue Type Sizes PaperQuality High Under Framing Quantity Delivery
Res $50
48hourprint.com Online Custom Custom Yes Yes No 500min. Yes

Overnightprints.com Online 11"x17" 100#GlossBook Yes Yes No 1200 Yes

Uprinting.com Online Custom Semi/HighGloss Yes Yes No 150 Yes

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Printingforless.com Online 22"x30"/28"x38" FourColorOne Yes No Mounted Custom Yes
Side onFoam
Board
Greenprinteronline.com Online Custom Recycled Yes Yes No Custom Yes
Gloss/Silk
Coated
Printingcenterusa.com Online Custom Custom Yes No No 100min. Yes
Gloss/Matte
Vistaprint.com Online 11.5"x17.5" Glossay/Card Yes Yes No 1200 Yes
Stock
UniversityofMissouri Clickand Custom Custom Yes Yes Yes Custom No
PrintingServices Mortar

FedExOffice(Kinkos) Clickand Custom Custom Yes Yes Yes Custom Yes

Mortar

The selected printing venues were chosen based on searchability, available poster printing, and convenience. While
these are flexible guidelines, they are suitable to help determine a possible partnership. The searchability factor was
decided by how easily each printing site was found on the Internet, which is now the most commonly used tool for
researching. Next, it was mandatory for all of the available printing venues to have the option of printing a poster,
which is a key proposition of ArtyApt. Convenience was included to ensure all of the sites are accessible and easy to
navigate. With these guidelines in mind, along with the comparison of the other key elements, this chart will help us
determine which ones best suit the needs of ArtyApt, and more importantly, those of our customers.
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48
 h at we ne e d to kn ow
w

Will this work?

How will our target market respond?
How can we engage our audience and keep them interested?
What kind of style of art is our target interested in?

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Where do they get their art now?
Is art important to them? What role does it play in their lives?
How much are they willing to spend on an original piece of art
Would they rather get their art online or in person
Where can we find artists to contribute?
What will make artists want to contribute?
How do we need to change the web site to entice artists and our target?
What will make them want to download and print these pieces when they can just go
pick something out at a department store?
What does our current target think of ArtyApts site and how can we make it better?
What kinds of guerilla marketing and events will our target respond to effectively?

49
time to bust out the lab coats
primary
research
 at a re we lo o kin g fo r
wh

As a new business endeavor, ArtyApt is trying to raise awareness about

itself as a brand as well as position itself in an already competitive market. Currently,
ArtyApt only uses social media tactics to reach its target audience of college students
and young business professionals. It is important to evaluate the effectiveness of this
approach in order for ArtyApt to become a profitable, sustainable business.

By conducting primary research, we hope to uncover valuable

insights about ArtyApt as a business. Our primary concern is whether the concept
of ArtyApt resonates with our target audience. By establishing this, we will
better understand the direction in which to position our campaign. We also hope
to discover the most effective way to reach our target market. More specifically,
we will explore the ways to best generate action, trust, and brand recognition
among our target market.

52
 and how are we gonna f ind it

In order to collect the most conclusive results, Fresh Inc. decided to

take multiple approaches to gathering primary research. First, we created three surveys on
Zoomerang, which touched on different aspects of ArtyApt as a business its target market,
competitors, and print partnerships. For each of these surveys, we compiled 1015 questions
that prompted participants to answer with honest, perceptive thoughts.

Our next approach was to conduct a focus group that incorporated all three survey topics

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(ArtyApts target market, competitors and print partnerships) into a discussion. We held this

primary
focus group in a quiet setting and as an incentive, we offered free pizza and drinks to our
participants. This qualitative method was also useful in determining our audiences thoughts
about ArtyApt in general, the use of social media as a main advertising medium, and any
concerns or suggestions they might have for us.

ArtyApts mission to find original download to print art can be easily accomplished if actual
artists are involved with the Web site. Currently ArtyApt curates free art from various Web
sites, but Fresh Inc. believes it would be better to acquire the art directly from artists.
Therefore, we conducted a focus group of art students in order to better understand artists
perceptions of ArtyApt and if they would be willing to participate in this type of project.

Since ArtyApt is completely Web-based and the site updates its blog regularly, we wanted to
receive feedback from real-life bloggers to see what they thought of the growing social
media trend. We sent a list of questions to several bloggers and received in depth responses
and great insight from two of them.

Finally, we conducted an experiment to get more feedback on what our target market wants
in a Web site. A total of 20 students were recruited to participate in a study where they were
required to rate five art-related Web sites similar to the concept of ArtyApt.com in terms of
design, content, layout, composition, and convenience. Each student was handed a book of
survey questions. He or she was required to navigate artyapt.com, art.com, artspan.com,
deviantart.com and yessy.com and rate them accordingly.

53
 our guinea pigs
Each one of our primary research methods had a variety of respondents.
Our three surveys regarding target market, competition and printing partnerships had 46, 35 and 30
respondents respectively. We distributed these surveys via links on our Facebook and Twitter pages in an
effort to use the same tactics as ArtyApt. Not all respondents answered every question, so it was difficult to
calculate demographics.

Our target market survey had the most respondents, 20 males and 26 females. Ages ranged from 19 to 23,
with a few older participants (27, 29, 41, 46 and 58). The majority of participants were students,
however, there were a few graduate students, a sales associate, a financial advisor, an independent
contractor, a graphic designer, a registered nurse and an accountant, to name a few. Almost all
respondents were from Missouri, Colorado, or Illinois, but we did receive some foreign participants who
resided in Malaysia, Mexico, Honduras, and South Africa. These respondents gave us an incite into how our
target market feels about social media in areas other than the United States. Since ArtyApt is an online
business and has potential to go global, we found this information valuable.

For our competition survey, 35 respondents were between the ages of 20 and 23; 20 were female, while 15
were male. Almost all respondents were students, with 14 of them attending the University of Missouri.
Other attended schools included Loyola University Chicago, Saint Louis University, Colorado State and
Arizona State, among many others. The majority was from St. Louis or other parts of Missouri, and many were
from Colorado, Kansas and Illinois. Out of 35 responses on which social media sites they use, all 35
respondents had a Facebook, 12 had Twitter, nine had LinkedIn, six had Myspace, three considered
themselves bloggers, and two had YouTube accounts. Other mentioned sites included Tumblr, LibraryThing,
Ravelry and Virb.

54
Our printing partnership survey had similar demographics as the other two, but the lowest amount of
responses. We received 29 completed responses. The majority of the 10 male and 19 female respondents was
between the ages of 20 and 23 and resided in Missouri and Illinois. Some participants live in Colorado, Iowa,
Tennessee, and Texas. Almost all of them were students; only three respondents had full time jobs (registered
nurse, accountant and election board clerk). As for social media, every single respondent had a Facebook
account, while ten had a Twitter, five had a Myspace, three were members of LinkedIn, and three considered
themselves bloggers. Other mentioned sites included YouTube, Virb, and Ravelry.

Demographic information from our focus groups was easier to acquire because we met each participant in

research
person. Our general focus group had 5 participants: four males and one female. All of them were between the

primary
ages of 20 and 23. Three of them attend the University of Missouri and two of them were United States
Marines. All of them currently reside in their own apartments in Columbia, Missouri. For our artist focus group,
participants consisted of five students from the Columbia College Art Department ranging in age from 22-28.
There were two male photography majors, a male drawing major, a male graphic design major and a female
graphic design major.

Our two bloggers, Mona Wu of New York and Daniella of Canada, are both in our target market. Monas blog
relates to beauty, while Daniella focuses on fashion and design.

As for the 20 students who participated in the experiment, the average age was 22 years old. The gender ratio
was 75 percent females and 25 percent males, and all respondents were students at Mizzou.

55
 results
Target Market Survey Results

The majority of respondents (93 percent) have between 1 and 4 subscriptions to social media sites. Of
those, 32 percent have created two profiles on social media sites. Most of the respondents, 86%, use
Facebook most often. A small portion (11 percent) use Twitter as their primary social media site.

The pie chart below shows the hours spent per day on social media sites.
The majority of respondents (86 percent) spend between 0 to 3 hours on social media sites.

60%
Social Media Usage

50%

40% 47%

30% 39%

20%
10% 7% 7%

0%
0-1 hours 1-3 hours 3-5 hours 5-7 hours

56
When asked how influential social media sites are to the formation of their own
opinions, 71 percent said they had at least some influence. Below is a bar graph
displaying the percentage of respondents who said they were influenced by print
ads, commercials, radio ads, trusted friends, bloggers and people they dont
personally know on social media sites. As the graph shows, all of the people who
took the survey said trusted friends influenced them.

Percentage or Respondents who are Influenced

by Various Marketing Tactics

120%
100%

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100%

primary
80%
55% 62%
60% 43% 41%
40% 34%

20%
0%
print ads

bloggers
commercials

radio ads

trusted friends

people I dont know

on social media

All the survey respondents (100 percent) said they interact with friends on social media
sites. Over half, (59 percent) said they interact with students.

57
 Competitive Survey Results

Out of the 41 respondents for our competitive survey, 44 percent of them never
purchase art or photography. Only a combined 12 percent of respondents pur-
chased art either sometimes or very often.

Frequency of Purchase
2%

10%

Never
44%
Rarely
Sometimes
Very often
44%

Importance of Originality

Originality* of the art ranged from very

important to not at all. We concluded that 16%

this characteristic depended on the individual 33%

person looking for art and photography. Very important
Important
Somewhat important

33% Not at all important

18%

*Originality means that the art is one of a kind and is not mass produced.
58
On the other hand, responses clearly demonstrated that affordablity* of the art was very important when
making purchase decisions. This is great for ArtyApt since it is now using the freemium model.

Importance of Affordability

3%
13%

Very important
47% Important
Somewhat important

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primary
Not at all important
37%

*affordable art is $50 or less

Framing or Mounting

Our survey results concluded that framing is

20% very important when purchasing art. This
differed from the responses we found from
Yes
our focus group. Like originality, perhaps this
No
8% is an option that depends on the individual.
I dont have art

72%

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 We then asked respondents where they normally bought their art and photography.
The following table displays their responses.

Place Number of Respondents % of Respondents

I dont buy art 12 32%
Local art stores/art sales 11 29%
Department/superstore 9 24%
Web site 8 21%
Garage Sales 3 8%
Auctions 2 5%
Other 5 13%

In addition to the outlets for buying art mentioned in the table above, certain respondents mentioned
other noteworthy ways of obtaining art. These include:
Obtaining art from friends (2 people)
Producing own work (1 person)
Art galleries (1 person)
Since ArtyApt focuses on high-resolution art, we wanted to see if our target audience knew how to
search for high-resolution images. Out of 37 respondents who answered the question, 41 percent
people knew how to find high-resolution photos, while 59 percent people did not.

60
Of those who answered yes, several respondents explained their preferred method of searching for high-reso-
lution images. The results are listed below:
Stock photo websites (4 respondents)
iStockphoto
GettyImages
Deviantart
Flickr
Sxc.hu
Google image options- large photo (4 respondents)

We then asked an open-ended question that asked the respondents to name their opinion of the most success-
ful businesses that sell and distribute wall art/photography and/or posters. The following displays the results

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primary
from the 23 participants who responded to this question.

Online distributers (7 respondents)

o Allposters.com
o Amazon.com
Local businesses and galleries (3 respondents)
Department stores (3 respondents)
o Walmart
o Target
o Hobby Lobby
o Michaels
o Spencers gifts
Businesses that advertise (3 respondents)
Individual/original artists (3 respondents)
Dont know (4 respondents)

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 We asked the respondents to rank the following advertising methods in the order they thought was most suitable
for selling art/photography, 1 being most appropriate, 6 being the least. The following table displays our results.
(Top number is the number of respondents selecting the option.
Bottom % is the percent of the total respondents selecting the option.)

Method 1 2 3 4 5 6 Dont
Know
Print 9 5 6 4 2 3 4
27% 15% 18% 12% 6% 9% 12%
Television 5 3 1 8 9 1 3
17% 10% 3% 27% 30% 3% 10%
Radio 5 2 2 5 4 11 4
15% 6% 6% 15% 12% 33% 12%
Online
2 3 10 6 3 6 3
Banner
6% 9% 30% 18% 9% 18% 9%
Ads
Social 4 9 7 5 4 4 3
Media 11% 25% 19% 14% 11% 11% 8%
Guerilla 5 8 5 1 6 4 7
Marketing 14% 22% 14% 3% 17% 11% 19%

According to the respondents choices, the following is a representation of the most and
least suitable methods of advertising art/photography (1 being most suitable):

1. Print Ads
2/3. Social Media and
Guerilla Marketing (tie)
4. Online banner ads
5. Television
6. Radio
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The following chart analyzes ArtyApts online competitors directly and shows which
Web site our respondents are most likely to purchase art from.

Art Web sites

Other 13%

Boundlessgallery.com 11%

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Artprints.com 11%

primary
Barewalls.com 13%

Allposters.com 31%

Art.com 16%

Popartmachine.com 5%

0% 5% 10% 15% 20% 25% 30% 35%

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 With ArtyApt advertising solely through social networking, we asked our respondents
how influenced they are by businesses who advertise through social networking sites,
such as Twitter and Facebook. The results were split three ways, with the majority of the
respondents only somewhat interested.

Social Networking Influence

33% 25%

Very influenced
Somewhat influenced
42%
Not at all influenced

We wanted to get an idea of what is important to our respondents in

a Web site, so we asked them to rank the importance of the ease of
navigation. 71 percent of respondents found it to be very important.

Ease of Navigation
0%

5%

24%
Very important
Important
Somewhat important
71% Not at all important

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Twitter Survey Results

About 31 respondents took part in this short survey regarding Twitter. Out of the 31 respondents, 55 percent of them
have a Twitter account. Of those that have a Twitter account, 68 percent admitted to following business accounts.

We then asked respondents on how they feel about business tweets. The following table, although not mutually
exclusive, are the responses:

Adjectives Number of Respondents Percentage

of Respondents
Helpful 9 45%

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Unhelpful 5 25%

primary
Pleasant 3 15%
Annoying 9 45%
Persuadive 3 15%
Unconvincing 4 20%
Welcoming 2 10%
Intrusive 1 5%
Interesting 8 40%
Uninteresting 3 15%
Necessary 1 5%
Unnecessary 5 25%

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 The following graph exhibits the appropriate number of tweets a business should do per day.

Appropriate number of tweets businesses should do per day

60%

50%

40%

30%
48%
20%
29%
24%
10%

0% 0% 0%

10 79 46 13 Not everyday
Following up to the question above, respondents were asked if
the number of tweets by a business would affect their negative
perception of the business. Although the percentages were Appropriate content of business tweets
almost a tie, 50 percent mentioned yes while 45 percent said
that it does not affect them at all.
Others 10%

Respondents were also asked about what Suggestions 10%

they look for in business tweets.
The following are the responses: Information on special sales 21%

Information unrelated t0 business 5%

Information about business 21%

Coupons 33%

0% 5% 10% 15% 20% 25% 30% 35%

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In addition to that, 65 percent of respondents expressed that they have unfollowed someone or a
business on Twitter due to the following reasons:
1 If every time I sign on Twitter they fill up my newsfeed

2 Too much Twitters

3 Rude/annoying comments, excessive tweets

4 If there were too many uninteresting tweets

5 Lack of interest

6 Interesting or informative tweets

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7 Too many tweets right in a row. Too many tweets in one day.
Irrelevant tweets.

8 Too many tweets

9 Obscene comments or too many comments

10 Tweeting about things unrelated to the business,

such as politics, religion, etc.

11 Too many tweets, tweets about things I dont care about

12 I change in opinion regarding the person or if the tweets

they provide no value to me

13 Crude content, annoying posts

14 Annoying tweets

15 Spam

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 Printing Partnership Survey Results

When asked their preference between an online printing venue that ships to your door, or having the
opportunity to print images yourself through a local printing service, out of 29 respondents 59 percent
chose the online option and 41 percent chose the latter.

Printing Preferences

41%
Online option
Print it yourself
59%

Do you have a preference on paper quality?

Those who chose the online link said it was more

convenient and they didnt have to go out of their way 41%
Yes
to get it printed and pick it up. Some people did say they
No
didnt like waiting for mail, and the second option 59%
would be quicker.

When we asked if they had a preference on paper quality

41 percent said yes and 59 percent said no.

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When asked to rank the importance of a framing option, most (90 percent) either
found it important or were neutral.

How important is a framing option

Not important at all 7%

Unimportant 3%

Neutral 7%

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Important 41%

Very important 42%

0% 10% 20% 30% 40% 50%

In terms of their sizing preferences, the general consensus was larger is better.
Most participants wanted poster sizes, while some just said large without
specification. Specific sizes mentioned included:
18 x 20
24 x 40
8.5 x 11
11 x 17
20 x 40

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 86 percent of the respondents were unfamiliar with online printing Web sites. The few that were listed included
Walgreens, Shutterfly, The Print Place and Kinkos.
According to the survey results, important qualities in a printer include: simple and easy, good quality, inexpensive,
and convenience. All respondents agreed that convenience was the most important quality for an online printing
service to have. Some respondents said it was important for the service to be simple, inexpensive, of good quality,
and green friendly.

When asked if an online printing link on a web site was a good idea, 80 percent said yes while 20 percent said no.

Is a printing link a good idea?

20%

Yes
No

80%

Those in favor of a printing link said that it would eliminate the hassle of having to take the time and print
things off themselves. They agreed a link would be more convenient.

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Focus Group Results

The following questions were divided into topics and discussed among our 5 focus group participants.

Art Questions:

Does art play a role in your life?

Ive never been into art, but I like photography that I do myself.
Only posters of movies and bands
The art from my London study abroad trip means a lot to me. It reminds me about my
trip.
When I think of art, I think of museums, which I like, but otherwise art isnt a big deal in
everyday life.

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Is it important to you to have original art,
or are you okay with purchasing more popular pieces?
Depends on what it looks like.
I prefer more original instead of mainstream.
Original is important in the aspect that its different.

Are you aware of any Web sites that offer authentic, free, downloadable pieces art?

No, sounds like a new thing.

Ive never heard of one.

What is most important to you in a piece of art?

Price
Style; I want something to go with the rest of my stuff.
Quality

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 Printing Questions:

Which quality is more appealing to you?

Being able to print off a piece of art at a local printing service during your own time
Yes, if its local. That way its more convenient, but if its out of my way, then no.
Or having the piece of art shipped to you a week after you order it?
It depends on the cost.
This option because if I order it online, I want to print it online.

When you need to print pictures, assignments, or other important pieces, where do you go/where is the first
place you think of?

Somewhere on campus.
For photos I go to Walgreens, its open 24 hours and I can go when I want.
Kinkos.
Shutterfly, they have online freebies.

What services are important to you when deciding on a printing services to use?

Poster size
Paper quality
High-resolution*
* Most important

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Internet Related Questions:

Do you ever shop online?

I look at stuff, but usually dont buy anything.

About once a month.
Look a lot, but dont buy because its hard to return things.

What do you usually shop for?

Concert tickets.
Music.

Do you ever buy art online?

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Yes, I get all of my posters online.

What attracts you to the sites you buy from?
Affordability, like Amazon.
Price.
Definitely having what Im looking for is the most important thing. (i.e: If I want a sports
poster and they dont have it then Im not going to stay on that site).
How a site looks is VERY important, if it is messy/hard to navigate then I will leave it
immediately.

Do you have a pay pal account?

3 yes, 2 no.

Do you trust online shopping venues?

Is it user-friendly? What does it look like? Definitely not if its sketchy.
User reviews help a lot. 73
If I know its legit (like Amazon), then Ill buy from it.
 Social Media Questions:

What is your impression of social media?

Its not a place for business/ads.
Use it to connect with friends.
The ads are distracting.
Fan pages are good, especially if Im interested in a company and want to find out more.

Can you name any social media outlets?

Facebook*
Twitter
Myspace
*Overwhelming response

Are you a member of any social media networks?

Facebook*
Twitter
Myspace
*Everyone

Thoughts about businesses that use Social Networking sites to promote themselves?

Fan of a clothing company.
Jams the feed.
I dont like when business send me messages; its a let down.
If you want me to pay attention to your posts in my mini-feed, it has to be catchy.
Wording is important. Find a common ground with people that are following you.
Talk to me! (as a person).
If a business tweets a lot, its just annoying. Ill glance at it, but I dont pay attention.
I will un-follow someone if they tweet too much!
74 Links to Web sites are good because then I might click on it (dont have to search for it myself).
ArtyApt Questions:
(After looking at the ArtyApt site)

What was the first you thing you noticed about the ArtyApt Web site?

The home page is not visually appealing.
The background is fine, but I dont like the logo. It needs to be more recognizable.
It should show only art.
Not a lot of variety, immediately not interested anymore since I dont like the 3 pieces on
the home page
Need to be enticed.
Something artistic or design oriented would draw me in
What is ArtyApt all about?

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The blog on both the homepage and as a tab is unnecessary, need to create a separate entity

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for a blog.

Why should I care about random people curating art?
I dont know who these people are. I want to know
about the artist and what they think.
Thoughts on the About tab?

An overview of company itself, why they came up with this idea, what do they
envision it to be?
Need introduction as to why we should know these people in the pictures.
Sometimes companies become really dry- need to be witty, funny, interesting.
I like the bios, but should be in a different tab titled people.
Click on an artist to see THEIR art on the site and what inspires them. This is relevant people
are interested in the story behind it.
Id like to see if they have the same interests as me.

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 Why should I care about random people curating art? I dont know who these people are.
I want to know about the artist and what they think.
If I like a piece of art, its because I like the idea behind it or what it looks like, not
because of a random persons opinion.
A combination of a story and how it looks are most important: something specific.

Is a business like ArtyApt something that would interest you?

There is a lot of competition, seems like a cool idea, but how is it financially
able to continue?
You have to do a really good job of explaining WHAT IT IS, need to understand
idea before buying anything, establish brand first.
Why is this a better option? Tell me why I should care
Didnt know it is student art, thats pretty cool, makes it unique, you should highlight that.
Its one thing to misspell a word, but it makes me wonder, what is my art going to turn out like if you
cant spell a word right?

Do you think it will succeed?

Right now I would go somewhere else front page doesnt draw me in.
No, especially since its a new business, need more awareness, but I wouldnt follow
them on social media.

Social media is good only if you get OTHER people talking about it.

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 It would be better to do a print ad, magazine, something visual, since it is art.
As an online business, follow people to other web sites, place ads there.
Need to narrow target audience. Im not in the art market, but maybe go
into college art classes, reach people who want art.
Even though Im in the target market, Im not interested.
Art gives off wrong image, need a more universal word.
Its misleading about what the site offers.
Art makes it sound like its in a museum.
Make it crystal clear what ArtyApt is.
Needs more variety in terms of art.
I like the idea of stories behind the art/paragraph of where it came from.

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Explain what the price is and what kind of art it is.
Definitely more likely to download art from Mizzou students.
Its all about connections; targeting different campuses would expand this business
with many different connections.
If I knew the artists, I would definitely be interested. Plus, its another reason to go
back and see new uploaded art

We used this approach as an opportunity to deep-dive into our

audiences thoughts about ArtyApt in general and the use of social
media as a main adver tising medium. Careful consideration of our
participants concerns and suggestions will help us better
understand the direction in which to take our campaign.

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 Artist Focus Group Results

The responses for the artist focus group are labeled with each persons initials because each student specializes
in a different medium and this may influence his or her answers.

What kind of art do you create? What is your style of art?

TB: I do abstract, surrealism, impressionism.
ME: A lot of my art is realistic and technical. Very detailed.
MU: I try to make it comedic as possible.
AF: Mine is more modern because graphic design is. My photography is classic with a little bit of new
wave to it.
MR: I do photography, ceramics, drawing & painting

Have you ever sold your art? If so, for how much?
TB: Yes, I have quite a bit.
ME: Yes, Ive done commission pieces for people and sold stuff of my own.
MU: Nope.
AF: Yes, $100 on a photo.
MR: I havent sold that much. I have
sold 6 x 9 print for $30 photograph.

Are you currently promoting your work Unless you put
anywhere else? For free or for pay? a watermark on
TB: I promote it online
ME: Nope. your work,
MU: Nope but I plan to. people will steal
AF: Kind off. My friend in Vegas for free.
MR: No. Im going to wait after grad school
it and claim it
to do it. as theirs.
Are you looking for a way to get your name
out there?
TB: Yes but not too seriously right now.
ME: No.
MU: Yep.
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AF: Trying it is really hard.
MR: Not right now but in the future.
Would you be interested in uploading pictures/drawings to ArtyApt?
TB: Yeah absolutely.
ME: I guess.
MU: Yup I would consider putting it online.
AF: Yeah.
MR: No.

What are your concerns, if any, on doing this?

TB: Concern for people taking credit for my work.
ME: Unless you put watermark on your work, people will steal your work and claim it as theirs.
MU: Yeah, that happened recently too at the gallery in our school.
AF: Possibly somebody copying my pictures. Right click and save or hacking in and changing my name.
MR: I think there is a mass of promotional sites. There are too many artists out there. If you really want
to get your work out there, Ill go to galleries or have my own personal website.

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TB: Yep, probably.
ME: Depends what it is and how much I get paid for.
MU: Yeah.
AF: Yes.
MR: I wont but I know a lot of artist will do it.
Would you consider letting people download it for free to get your name out there?
TB: Yeah but it has to depend on the medium is.
ME: I guess.
MU: Yeah especially for work like art is more tangible.
AF: No. The amount of time and money I spent on it, I think I should get something out of it.
MR: No.

On average, how much would you sell a piece of your art for?
TB: Depends on the size. How much I thought about it and whether I like the person or not.
ME: It varies drastically from piece to piece.
MU: It really depends on the medium I work with. It depends on time spent and material used. If I made
a big painting that takes me 4 weeks to do, I would sell it for a couple hundred bucks.
AF: Depends how much work I put into it. For photography, the average would be $300 bucks. If gallery,
I probably price it higher because they take 50%-60% of the profit.
MR: Im not really selling art right now.

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 Would you be interested in showing your art at an event?
TB: Yeah sure. I love events.
ME: Yeah
MU: Absolutely.
AF: Sure. I have before.
MR: Yeah. Galleries, sure.

How long would you be interested in being part of a freemium model like ArtyApt?
TB: As long as I remember to continuously do it.
ME: I dont know. If I see a steady flow of contacts, then I wouldnt care anymore.
MU: It depends if I see any returns from it. Am I getting recognition and people contacting me for work.
AF: As long as they dont charge for it and somewhat control of memberships or something.
MR: No.

Are you comfortable with putting your art on ArtyApt? Do you think it would get your name out there?
TB: Yeah
ME: Yeah. It doesnt really apply to me though because Im not out to sell my work.
MU: Mmhmm.
AF: Yeah.

How can ArtyApt and its promotion through social media change to better fit your needs as an artist?

TB: Maybe like an occasional spotlight, such as feature artists.

ME: How do they determine that though? Hmm.
TB: Maybe give those people with lesser ratings more spotlight?
MU: Maybe a little more focus on the kind of art they offer. Like Flickr is just photos and videos. Organized it
with categories, sizes. That way it is easier for people to navigate.
ME: Like DeviantArt!
AF: Maybe have it so they can see it for a limited time and if they want to purchase/contact, then set it up
through the site.
MR: I dont know. I only put a few on Facebook.

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What do you plan on doing with your artwork after you graduate?
TB: Jesus, I dont know. Sell it? And put the rest in storage.
ME: Burn it all!!!!!!!!! Or Christmas Presents!
MU: Probably get rid of those and keep some of em to put in my house.
AF: It is sitting in my basements and my hallways. Im planning to give to my sisters so they can hang it
in their house. My dad said I can hang It up in Boone hospital.
MR: Nothing, really. I plan on keeping them and giving them away.

Do you have PDF versions of your artwork?

TB: No but I can make them pretty easily
ME: No. Why not JPG?
MU: JPG is high quality.
AF: Yes
MR: Nope I dont.

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How do you hope to get your name out to the public?
TB: Word of mouth. Self-promotion. Prostitution? Enter Gallery competition
ME: Winging a prayer.
MU: A lot of self-promotion like creating websites.
AF: Word of mouth. The best you can do it. Social media sites! Deviantart and Flickr.
MR: Eventually, through galleries.

Does each piece of art you create have a story behind it?
TB: Uhhhhno.
MU: Not as students. A lot of them are assignments so it is not completely your own process of
coming out with it.
TB: It depends. Im working on my thesis right now. Your brushwork and color gives a sense of mood
to the audience.
ME: No. It really doesnt. If I do one of my own, I would have a story. Vast majority are assignments!
AF: Yes.
MR: Photographs? Yeah?

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 For pieces of art that do have a story, would you be willing to tell us the story?
MU: Yeah sure. People do that on Flickr.
ME: Yeah.. but I dont think people really care.
TB: Suck people into buying my sad story. I was very emotional at that time of my life.
Hey, it makes money.
AF: Yep.
MR: Maybe not. I dont like people being attached to the art due to the story and not draw their
own conclusion.

Would you be willing to use it as a selling point or do you consider that selling out?
TB: I dont think it is selling out. If you actually put meaning into it, it benefits the piece of art.
MU: Perfect example of selling out would be the art this woman makes in my work. She makes this little
hand carved wooden figurine with name like Love, First Child and it sells like crazy! That is a sell out
when she mass-produces it!
ME: If the story is authentic and actually adds meaning to the piece, than it is a selling point. If is a bunch
of bullshit and try to add emotional value to the piece, then I think it is selling out.
AF: No, some art you look at is. You think Its kinda cool but when you see the background of it, it gives
you more attachment to the artists.
MR: I dont think its selling out but art becomes less valuable when you have to explain it.

Most of the students we talked to are looking for ways to get their name out to the public after they graduate
and arent sure how to do it.

Although nearly all of the students said they would be willing to upload their work
to ArtyApt, one main concern about sites similar to ArtyApt is theft.
The students expressed concern about people plagiarizing their work, or simply stealing it off the Internet
without paying royalties. Most of the students said that probably eventually they would want some sort of
reimbursement. Although the artists expressed concern about theft and/or not getting paid for their work,
most of them said that once they graduate they are going to throw out the majority of their assignments.
Furthermore, because most of the pieces they have created recently are assignments, many of the artists said
that their art does not have a complete story behind it. In fact, some of the artists believed it is unnecessary to
82 have a story behind your art, and if you do have a story it does not necessarily add value to your artwork.
Blogger Results

Blogger: Mona Wu
Location: NYC
Genre: Beauty

1) What kind of social media do you use?

Im on Twitter, Facebook, and YouTube

2) What is social media to you?

Various network applications connecting you to other users, friends, and companies

3) How important do you think social media is?

Social media is relevant to some and not so much to others. I think its
important to certain markets but it doesnt apply to everyone

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4) How many times a day do you log into social media?
It depends on my workload, sometimes 2-3 times a day, sometimes none

5) What do you think of social media marketing?

Its an interesting medium but hard to keep up with. Theres always something new and you
dont know what the next it thing will be.

6) Do you think social media marketing is effective?

It can be very effective, for example the low budget film Paranormal Activity was promoted via
viral marketing on Twitter.

7) Do you think social media marketing is more believable than traditional advertising?
I think so, traditional advertising tends to have a clich feel to them.

8) Do you think social media marketing is intrusive?

I dont personally find it intrusive.

9) Are you up to date on the different tools of social media?

No.

10) Do you think social media has changed how commerce is taking place?
It has a big impact on certain types of commerce in certain parts of the world.
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 Blogger: Daniella
Location: Canada
Genre: Fashion & Design.

1) What kind of social media do you use?

I use Twitter to catch up on bloggers, Facebook for my friends and family, and sometimes I use G-mail chat
within my mail to talk quickly with friends. And of course, I use Blogger for the list of blogs I read each day.

2) What is social media to you?

To me, I think its all about staying in touch and sharing information with those around you. I like that I can
keep in touch with bloggers and readers, as well as the latest in fashion and design. I also like to see whats
new with all my friends since sometimes were all so busy, its hard to plan dates to get together!

3) How important do you think social media is?

I definitely think its important, but you have to have balance. Its great for quick catch ups and staying in
touch with those quite a ways away from you, but I still want to get together with my girlfriends and send
Christmas cards and hand-written thank yous, you know? Sometimes social media can be a little
overwhelming, its easy to forget that theres a real person on the other end!

4) How many times a day do you log into social media?

Now that I have an iPhone, I think I log in way more times than necessary, lol. Whenever I have downtime, Ill
check up on Twitter and reply to reader tweets, and Ill log into Facebook maybe 3 or 4 times throughout the
day to see what friends are up to. Gosh, that seems like a lot though! (Keep in mind, Im a graphic designer, so
I have computer access all day).

5) What do you think of social media marketing?

I think it can be very beneficial if done right. I truly believe creating an entertaining and useful
Facebook page or Twitter account will naturally attract your target audience. But jumping into my twitter
conversation with a fellow reader, to promote your product just because your company name came up in a
sentence, is just creepy and annoying to say the least.

6) Do you think social media marketing is effective?

Yes, your customers might not check your website everyday, but they will be checking up on Twitter or
Facebook. If you make those tools fun and exciting for your readers to check out, it can be a very effective
84 marketing tool.
7) Do you think social media marketing is more believable than traditional advertising?
I think a lot more planning and concept development goes into traditional advertising and its a
much more concrete way to get your message across, whereas social media is very much on the
fly. It feels a little more personal and behind-the-scenes, but make sure what you post is worth
your customers catching up on. I find companies that just promote their product over and over
again kind of boring. I want to hear about your staff, where you get inspiration from, or just some
thing funny that happened at the office... then its more believable that youre working hard to
create a quality product Id be interested in.

8) Do you think social media marketing is intrusive?

I think it can be intrusive when companies dont have a plan per say and just take
every social media tool to the max. Like if a company starts following me on Twitter that has

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nothing to do with my blog, I block them - especially those save 30% and e-bay deals accounts.

9) Are you up-to-date on the different tools of social media?

Id say I am but new ones are always popping up all over the place and I find myself really thinking it
over before joining something else. For example, Im hearing all about Formspring lately but Im
not sure I can keep up with another tool to read each day! Well see.

10) Do you think social media has changed how commerce is taking place?
Most definitely. Companies can reach their customers at a faster rate these days and with all the
blog businesses, online shops, contests and micro sites popping up, the Internet is quickly
becoming one of the most common ways to communicate. Its all about filtering out the crap and
getting to the good stuff though, lol. If you thoroughly impress one blog for example, the news
spreads like wildfire. Getting to know your target audience on a more personal (but not
intrusive) level is key. Thats why all the companies first promoted by bloggers are doing so well
these days... like Rifle Paper Co., or Bando.

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 Experiment Results

Websites rating in terms of general rating, design, content, layout, composition and convenience on a
10-point scale with 1 for the worst and 10 for the best.

Experiment Results
9
8
7
6
5 artyapt.com
4
3 art.com
2 artspan.com
1
0 deviantart.com
t

e
n
g

ut
n

en

yessy.com
nc
io
tin

sig

yo
nt

sit

e
Ra

De

La

ni
Co

po

e
al

nv
m
r
ne

Co

Co
Ge

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Overall ranking for Artyapt.com, Art.com, Artspan.com, Deviantart.com and Yessy.com on
5-point ranking with 1 for the best to 5 for the worst.

ArtyApt.com Art.com ArtSpan.com DeviantArt.com Yessy.com

1 2 3 4 5
3 1 2 4 5
4 3 1 2 5
2 1 3 4 5
4 1 3 2 5
1 2 5 3 4
1 3 4 2 5
0 1 0 0 0

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2 1 4 3 5

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3 1 4 2 5
3 2 4 1 5
2 1 3 4 5
3 1 4 2 5
3 1 4 2 5
4 1 2 3 5
2 1 4 3 5
2 1 4 3 5
4 1 2 3 5
4 1 2 3 5
3 1 4 2 5
Ov. Ranking 2.55 1.35 3.1 2.6 4.7

In terms of the general Web sites rating, Art.com scored the highest with 8.25 out of 10.
ArtyApt scored somewhere in the middle at 6.15. In terms of design, layout, composition and
convenience, ArtyApt still scored average points at 6.4, 6.1, 6.15 and 6.75 respectively.
However, ArtyApt ranks fourth in terms of website content at 5.85. On a scale of 1 to 10,
1 being not so important, 10 being very important, many students felt a Web sites
professionalism was important with the average rating of 7.1 out of 10.

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 Experiment Open-Ended Questions

What is the most important feature while navigating a Web site?

Ease of use*
0 I dont want to sift through a bunch of stuff I dont care about.
0 *Many of the responses mentioned ease of navigation/use, simplicity, and clarity of content
Interactive
Top toolbar
Video instructing
It needs variable contents
Speed and utility
Clear and Concise titles so I can find something easy.
0 Finding the buttons (big buttons)
Multiple views/Description on Pictures
Consistency of page layout

Overall, how would you describe Artyapt.com?

Nice look, but needs more content and structure
I dont understand the purpose
It is average
Informative & Creative
Not outstanding
Very easy but seems to not have much content. Too much white, boring typeface for
an art Web site
Pretty solid, maybe too much white space
Clean & Simple, good use of blogs
Artistic, modern, youthful
Dont like having to scroll down on homepage. Copy could be better. Why do some have prices and
others dont? Clicking on pictures does not expand pictures
Homepage looks promising but was disappointed at limited pieces to purchase
Easy to navigate but poor layout
Not bad but it is so simple
Modern, easy
Clean and easy to follow
Unique in design, somewhat complicated to use
Good, but Im not sure what theyre selling art files? Actual posters. The about section doesnt
explain it either. Its trendy it has a personality.
Trying to be young and hip, eclectic. Affordable vs. afordable?
Very simple, took awhile for images to load
Its simple with appealing design and has interactive applications video, blog.
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 limitations
Survey Limitations

After analyzing the survey results, we noticed many limitations that prevented us from getting the best
data possible. One of the main limitations was the time restraint on the research. The surveys were made
only two weeks before we had to analyze the results. This led to the problem of participation. If we had
more time, we may have had more participants. Furthermore, because we posted the survey links on
social media networks (i.e. Facebook, Twitter) many people clicked the link and decided against complet-
ing the survey. If we had more time, and used methods other than social media to distribute the survey we
may have had more participants thus better data. Another reason we may not have had many participants

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is because we had multiple surveys. People may have taken one of our surveys we posted online and then
not taken anymore because they thought they already did it. Overall 111 people completed our surveys (29
completed the printing survey, 38 completed the competitive survey, and 44 completed the target market
survey.)

Still, those who decided to take the surveys lacked the enthusiasm needed to fully complete them. Some
questions were left unanswered, and the open-ended questions did not receive the quality of feedback we
hoped to receive. Also, some of the answers were not related to the questions (i.e. Where are you from?
Answer: female.)

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 Focus Group Limitations

There were a few limitations for the focus groups we conducted. A major one involved participation.
It was difficult to recruit participants for the discussions due to lack of interest and time constraints.
Some of the people who wanted to participate were unable to because of scheduling while some
were simply not interested in the topic. A regional limitation also occurred when conducting the focus
groups. We were only able to get participation from people in Columbia, Missouri, which meant we only
received feedback from one region.

It was also difficult to get a random selection of people to attend the focus groups. Mizzou students
were the only participants in the general focus group whereas the artists are all students at Columbia
College; this limited the diversity of opinions. For the artist focus group in particular, we only got a se-

90
Blogger Limitations

Like the surveys, participation was our biggest limitation with the blogger feedback. Only two
bloggers responded to our questions, greatly restricting the amount of insight we received.

Experiment Limitations

While conducting the experiment, there were several limitations at hand. First, it was rather diffi-
cult to recruit students. Even with the incentive such as free food, many students were still unin-

research
terested. The recruitment of 20 students in this experiment was from a public relations class in

primary
which students were able to received extra credit for their coursework. This led to a very narrow
demographic.

The other limitation was the number of Web sites selected for the students to rate. Despite the
vast numbers of art Web sites in existence, there are only a few Web sites we were able to select
for the experiment. Furthermore, the number of questions asked was limited in attempts to avoid
a lengthy questionnaire.

Finally, several participants wrote repetitive answers or left some questions blank. As a result, the
data was slightly skewed.

91
 conclusions
Based on our target market survey, people in our target audience spend a lot of time using social media, and they spend
the most time on Facebook. Twitter is also influential but seems to attract an older audience. Overall, social media has at
least some influence opinions. Furthermore, everyone said they trust the opinions of their friends more than any other
form of advertising. Viral marketing could be a very effective strategy for gaining awareness of ArtyApt.com because it
would be passed between friends. Social media would be a good way to distribute a viral video because all respondents
said they interact with their friends on these sites.

Through the competitive survey, we found that our target market rarely (or never) buys art. However, when they do,
originality is important to them. Additionally, affordability (under $50) is very important. Most people prefer to have their
art framed or mounted. One surprising result was that 59% of participants didnt know how to search for high-resolution
art on the Internet. Those who did, however, used stock photo websites or Google Image search. Allposters.com proved
to be the favorite website for purchasing art, and was also viewed as one of the most successful art businesses. We found
that participants thought print ads were the most appropriate method of advertising art, while radio was the worst.
Results showed that it is very important for Web sites to be easy to use and navigate. Finally, most respondents (56%) said
they were somewhat influenced by businesses that advertise through social media networking sites.

As for the printing partnership feedback, the majority of our target audience agrees that a printing link would be more
convenient than printing a piece of art or photography in person at a local printing store. However, some of them still
found waiting for a delivery inconvenient. They all believed that the most important aspect of their printed materials is
good quality. They also preferred large sizes to small. Many of the participants were ambivalent with their opinions on
paper quality and framing options.

As can be expected for any new business venture, ArtyApt has a lot of room for improvement. The focus group
participants provided a number of valuable insights and highlighted specific areas in need of improvement.
Their answers also imparted some key takeaways.

On a macro level, art is not considered of valuable importance in our audiences lifestyle. However, original art does
resonate with them more than mass-produced art due to the aspect of individuality. It was also concluded that a printing
link is important, but because people have such a difference in opinions, an option to print at a local one should be
92 implemented as well.
While shopping online for art is not a common activity among our target market, its online presence in social media
sites is overwhelming. An important insight for reflection is the negative attitude towards businesses that market
through these sites. There is a fine line between standing out in an effective, catchy way and becoming annoying as
part of the clutter.

After analyzing ArtyApts current Web site, the participants had an overwhelming distaste for the layout and
design. Some prominent criticisms were pinpointed on the unclear mission, the lack of aesthetically pleasing
material, and confusion over links/tabs. Aside from this assessment, it was agreed that the concept of ArtyApt is
something that would interest their demographic.

The success of ArtyApt as a business and the inclusion of an effective campaign are heavily determined by the
perception of its audience. We take consumer feedback very seriously and will apply these results to create the
best campaign possible.

research
The artist focus group gave us insight on ArtyApt from a point of view we hadnt previously considered. Most of

primary
the artists were students and said they were looking for a way to get their name out to the public once they
graduate. They werent entirely sure how to do this, and thought ArtyApt seemed like an interesting option. The
biggest concern among the artists was theft. If sharing art, they want to be sure that they will always receive
credit for their work. Most of them said once they graduate they would be getting rid of their assignments. If art
students could be convinced to donate their assignments to ArtyApt instead of throwing them away, then ArtyApt
would have a consistent flow of artwork for the Web site.

The blogger feedback for both Mona and Daniella were very consistent. Both believed the social media
phenomenon was a great way to promote, as long as its done correctly and in a balanced way. Specifically, too
much promotion can lead to an overwhelmed audience and negative feedback. They also said that not everyone
participates in social media, so it is only effective to a certain extent. One blogger explained that social media
should be used in tandem with other marketing practices, and it must be executed carefully. Its all about that
personal connection and forming relationships with the consumer, not promoting the same product every day. To
quote Daniella, It can be intrusive when companies dont have a plan per say and just take every social media tool
to the max. Social media marketing must be cautiously crafted.

As a conclusion for the experiment, many participants favored Art.com. The perceptions of ArtyApt were rather
average compared to Artspan, Deviantart and Yessy. On another note, many felt that it is important for a Web site
to appear professional. Besides that, some of the most important features when navigating a Web site are
93
simplicity, speed and clarity. Many expressed that ArtyApt has a great design but lacks content.
 recommendations

Based on our conclusions, we have divided up our recommendations by topic. These

cover our campaign, the artists whose work would be posted on the site, and the ArtyApt Web site
itself. We feel all of these are important areas to consider before moving forward.

In order to better engage our target audience, we need to expand our campaign to
other mediums. The use of social media should be supplementary and not the main source of
communication to our audience. Also, ArtyApt currently relies heavily on Twitter to promote itself,
but after analyzing both our secondary and primary research results, a more prominent appearance
on Facebook would better resonate with our target audience.

Due to the strict limitations on the type of advertising Fresh Inc. can create, participants did offer
suggestions that would help ArtyApt have a more effective reach through social media. One
constructive piece of criticism stated that too much tweeting or status updates on social media sites
is annoying and can ultimately lead to a loss in audience members. Instead, to stand out from the
clutter, ArtyApt should practice quality over quantity when posting. We also found that
word-of-mouth (WOM) marketing is a trustworthy approach to successfully raise brand awareness.
Creating a viral video would accomplish this while using a non-traditional advertising tactic.

94
Since ArtyApt is a business that supplies real, authentic art, we felt it
was necessary to discuss the logistics and possible opportunities that exist in this area. After receiving
feedback from student artists, we found that they would be interested in posting their art on ArtyApt
to get their names and work out there. However, a general concern was whether a secure way exists
to post art on the site. ArtyApt would need to guarantee that other people wouldnt download the

research
art and claim it as their own. Also, while our audience is not interested in what we, Fresh Inc., has to

primary
say about each art piece, they would be curious to know the artists story behind it.

Even though ArtyApt is still in the process of establishing itself as a business, their Web site must be
a reflection of their dedication to becoming successful. Right now, there is an overwhelming flow of
negative feedback about the site. The issues our research participants seemed to be most concerned
about are the content, ease of use (navigation), and utilization of tabs. While there was some
positive feedback on the design, the spelling error in the logo was recorded as a huge turnoff and
seen as unprofessional; many participants stated they would leave the site immediately. A
general consensus remains; the Web site needs to be completely revamped. By applying these
recommendations and incorporating an underlying theme of professionalism, we hope to better
establish ArtyApt as a successful business and create an effective campaign for our target audience.

95
this is us. being organized.
strategic
plan
 Customer Definition and Demographics

ArtyApt targets two very specific audiences. The first: college students and
young adults experiencing life in their own home for the first time. These customers are
embarking on a new journey in their life as they begin to join the work force and face the
challenges and benefits that come along with entering the real world. They crave a more
mature and sophisticated environment, especially when it comes to the atmosphere of their
home. ArtyApt acts as a source for easily obtained, unique pieces of art. This allows these
consumers to create a superior ambiance in their first apartment or house. The customers
appreciate art for the story behind it, and they want their walls to reflect that. They embrace
self-expression, yet want to distance themselves from their past. However, money is tight for
these customers, so it is difficult to find pieces of art that help them do this. They desire
low-priced paintings and photographs that echo their personality and lifestyle.

Our second audience includes up-and-coming artists who hope to get their name out to the
public. These artists are still in school studying art or photography or have recently graduated
with a relating degree. They are creative, passionate and unique in their work. ArtyApt acts as
a perfect source as they try and build a clientele and get their name out there. They want their
work to be recognized and they arent concerned with making money at the present time. They
create one-of-a-kind pieces of work that have a personal story behind them and they are willing
to share that story.

As for demographics, the primary consumers are aged 18-35, both male and female. Their income
is minimal, which is why ArtyApts freemium model is perfect for their needs. Since the business
runs online, their geographic location is irrelevant. Our targeted artists are among the same age
group. They are young adults, students or recent graduates in any and all geographic locations.

98
Consumer Behavior

The consumer behavior among ArtyApts first target audience

differs among each individual, but one consistent quality persists: their
appreciation for art. These are sophisticated young adults who enjoy the finer things in life and
appreciate the aesthetics of a beautiful painting or photograph. They work hard in their
professional life, and they want their home to reflect that dedication. As they begin a new part
of their life, they are eager to feel more adult-like and proud of their accomplishments. They
are creative, open-minded and ambitious. They also know the importance of saving a dollar.

strategic
Although they do desire a sophisticated lifestyle, they are on a budget. They are determined

plan
individuals that strive for success. Most importantly, they care about the story behind the art on
their walls. They dont want the standard, mass-distributed pieces of art. They want their walls
to tell a story.

As for artists, these are young individuals who are trying to build a client base. They are
passionate about their work and eager to get their name out there. They put their life into their
work, creating a story behind each piece. They want safety and security as they distribute their
work. Most of all, they are dedicated and motivated in everything they do and they take their
business seriously.

99
 Desired Perceptual Effects

Intensive research indicates that ArtyApt is a viable business endeavor.

However, now ArtyApt must establish itself with top-of-mind awareness among its target audience in order
to succeed. In an already competitive market, ArtyApt has the opportunity to stand out by emphasizing its
unique characteristics that set it apart from other art competitors. More specifically, the branding of
ArtyApt as a business is extremely important. Primary research indicates that our target audience needs to
understand the concept of ArtyApt before they will begin downloading the art. Instituting a clear and concise
mission statement across all outlets where ArtyApt has a presence will ultimately provide consistency to our
target audience. The Web site should communicate convenience, affordability, style, and individuality, the last
supported with personal histories about each piece of art. Creating this valued recognition from our
customers will help turn ArtyApt into a sustainable business.

Although ArtyApt is reliant on social media as a primary advertising medium, our research indicates that
social media should be used as a supplementary form of marketing in order to best reach our customers.
ArtyApt should focus on influencing their customers path-to-purchase through more traditional vehicles
while still implementing social media and guerilla tactics as support and interactive methods. Fresh Inc.
hopes that these nontraditional methods in conjunction with conventional advertising will create buzz and
allow ArtyApt to use viral methods of promotion.

ArtyApt is a business that incorporates consumer interaction as well as artist participation. To succeed, there
needs to be a steady flow of new art on the site for people to download and, in the future, purchase. While a
beginning incentive for new artists would be free download distribution of their work so as to create a name
for themselves, a long-term incentive would be for them to generate an income by receiving a percentage of
the sales from their art. Throughout the process, ArtyApt would ensure that the artists work would be safe
and secure by adding a consumer terms of agreement and a limited number of downloads per each piece
of art. Primary research also indicated that our target audience would be more inclined to purchase the art
if they knew the artists story behind its creation. This connection to the artist provides the consumer with a
personal bond to each piece of art, making ArtyApt unique in this particular market segment.

100
Communication Strategy and Delivery Strategy

We will use both traditional and non-traditional tactics in our campaign

to increase awareness and recognition of ArtyApt among our target audience. We want to create
tactics that will not only build this recognition but also develop a base of ArtyApt users. We will
brand ArtyApt so it is easily recognized among our target audience by designing a new logo that
better defines the brand. To create a Web site that is user-friendly, we will redesign the tabs and
create an about page describing the functions of ArtyApt. Additionally, we will create share
options, like and whats the story buttons on each piece of art so our visitors can be engaged
with ArtyApt. In an effort to make the art on ArtyApt personal we will create artist profiles, which
they can develop themselves. These will serve as the story behind the art, which is a fundamental
component of our brand.

We will use social media to create buzz about the Web site. The goal is to get friends to converse

strategic
about ArtyApt. Based on our primary research, our target audience trusts the opinions of their
friends more than any other form of advertising. Print advertisements and banner ads will be used

plan
to drive traffic to the site. Our survey and focus group results showed that out target audience
believes print advertising and banner ads are trustworthy sources. We want to make these ads
eye-catching and intriguing so viewers will want to go to the site to learn more about ArtyApt.

A viral video will be created to increase word of mouth about ArtyApt, as well as awareness of
the benefits of our service. Puzzles featuring artwork on the site will be distributed as a guerilla
marketing tactic. We will create an ink stamp with the ArtyApt URL to use as a bar entry stamp.
Sidewalk chalk drawings by artists featured on the site will also help generate traffic. ArtyApt will
partner with a charity and sell Livestrong bracelets with ArtyApt.com debossed on them.
This will increase awareness and interest of the site.

An ArtyApt iPhone application will be developed to increase the convenience of the site for people
on the go. To contribute to the consistent brand image we want to create for the site, we will
recommend employing a permanent team to constantly maintain the site and curate images.
Another target audience for our campaign is artists who will contribute their work to ArtyApt and
create profiles on the site. We will employ a few other tactics aimed at the goal of developing a
pool of artists who are interested in promoting themselves and their work on ArtyApt.
101
 We will host an event where potential ArtyApt artists can view some of the artwork on ArtyApt and learn
about the benefits of using ArtyApt. Food will be served at this relaxed and informal event. Flyers or print ads
targeted towards college artists will be created to encourage them to consider ArtyApt as a way to distribute
their work and develop a name for themselves.

Consumer Strategy

For this campaign, our target will be divided into

two categories: artists and buyers.
Hence, our strategy for both categories would be essentially different.
For buyers, we would ultimately like them to understand and respond in the following ways:
Realize that ArtyApt is a great place to find unique, personalized and affordable art for their home by
downloading a limited number of high-resolution images.
Know that they are able to purchase the original one-of-a-kind art piece.
Recognized that ArtyApt allows them to engage personally with artists.
Engage buyers to be active members in the ArtyApt community.

As for artists, we would ultimately like them to understand and respond in the following ways:
Realize the value of ArtyApt as a hub for them to connect with potential customers.
Build name reputation and recognition.
Build relationships with their customers through personalized art.
Believe that ArtyApt is a great place to sell art and photography.
Spread the name of ArtyApt through word-of-mouth.
Recognized that ArtyApt is a great way to build clientele.
Encourage artists to be active in the ArtyApt community.

Since ArtyApt is operated online, it is practical to use social media and other online advertising avenues for
promotional purposes. It is our goal to brand ArtyApt as the next leading art website. We believe that ArtyApt
should not only be a hub for selling and buying art, but a place that could eventually grow into a community
for everyone who loves art.

Therefore, social media such as Twitter, Facebook, and YouTube sets a great precedent for viral marketing
and word-of-mouth buzz. Although social media will play a big part in branding and promoting ArtyApt, it is
essential to realize that social media should act as a tool that facilitates the overall advertising and promotion
102 method. Nevertheless, our ultimate goal is to create an online presence whereby ArtyApt becomes a
destination for those interested in buying and selling art.
Investment Strategy

ArtyApts budget for this campaign is $50,000. ArtyApt will be partnering

with various print venues to better serve the needs of our audience. These will bring in additional
revenue in the form of commission, which will be based on how many times our consumers use a
print venue. As a new website, ArtyApt hasnt yet implemented many advertising and marketing

strategic
techniques other than word-of-mouth on Twitter and Facebook. We intend to build upon these viral
marketing techniques, which will not be a part of the budget, but we do plan to dedicate resources

plan
to other traditional and nontraditional methods of advertising. For example, we want to implement
social, guerilla and print forms of advertising into the campaign. We also plan to host a promotional
event to allow artists to showcase their art.

Action Objectives

By implementing print ads into our campaign we hope to drive traffic to the ArtyApt
Web site. We hope that this increase of traffic coupled with guerilla marketing tactics will promote
word-of-mouth advertising. Through word-of-mouth advertising we hope to further increase
awareness of ArtyApt as a place for consumers to acquire affordable, original artwork and artists to
safely promote themselves.

103
for all the right-brained folk
creative
work
 creative brief
why are we advertising
buyers: yApt
oss an audience that recognizes Art
To obtain top-of-mind awareness acr
hentic art and photography.
as a reliable source of affordable, aut

artists: t,
their art and photography on ArtyAp
To entice aspiring artists to upload elves.
let through which to promote thems
distinguishing it as a trustworthy out

who are we talking to

buyers:
College students and young profes
sionals 18-35, who appreciate unique
photography. They are experiencing art and
life in their own home for the first
They want artwork that reflects the time.
ir individual style as well as someth
a history behind it. Theyre almost ing with
as interested in the artists story as
with the actual art. However, they they are
have to keep in mind that they are
budget. This makes them thrifty. Ou on a
r target market also stresses the
importance of convenience. They bel
ieve its easier to shop online than
retail art stores, but have a hard tim to visit
e finding something they like.
artists:
Young aspiring artists, either still in
college or recently graduated, who
trying to establish clientele. They are are
willing to try new outlets to share
work. While they are more concerned their
with getting their name out there
than earning a profit, they are extrem rather
ely adamant about having a secure
trustworthy place to distribute the ,
ir art.

106
 ut
what do we know abo
artists:
I just graduated college. Im your typical
starving artist. I want people to know my work,
but its really hard to get my name out there.
My biggest concern is people stealing or taking
credit for my art. If I can find a secure place to
upload or sell my art, then Id definitely do it.
Right now, Im just trying to build a client base,
so money is not important, but eventually itd be
nice to generate a profit. All the art I create has a
story behind it. I think if its authentic and
actually adds meaning to the piece, then it is a
great selling point. Im just afraid people wont
buyers:
I want art that has a story; I want to know
about the artists inspiration behind it and if I
can relate to it. It doesnt hurt if it also matches
my personal style. I dont want mass-produced,
cheap looking posters. Its time to grow up.
I want my decorations to reflect that. For the
first time in my life, Im on my own, which means
Im on a tight budget. Not fun. Im constantly
busy and I dont have time to aimlessly walk
around stores looking for that perfect piece of
art. I want an outlet to easily find something that
fits my needs. It needs to be convenient and

creative
care if I share it with them. user-friendly or I wont even bother.

work
support
buyers:
Originality and affordability of art are ranked highly among our target audience.
The ease of use (navigation) of a site is very important.
The artists stories are relevant to our market. They want to know what inspires them.
Student art would attract a larger audience. Having a connection between the artists
and buyers is a huge selling point, even if it is just by association of a university.

artists:
Aspiring artists have a hard time getting their name out there.
Security of their art is the primary concern.
Artists are willing to share their stories if people care to listen.

tonality main promise

artists: Secure, Edgy, Hip
buyers: Fun, Indie, Free-spirited
artists: buyers:
ArtyApt is a safe way to build ArtyApt is an affordable way
your clientele and reputation. to personalize your wall.
107
 creative sparks
tactic #1: new logo
We will brand ArtyApt so it is easily recognized among our target audience by
designing a new logo that better defines the brand.

108
 The color red draws attention and increases enthusiasm. We used this color in our logo so it
would be easily noticed by our target audience. Red also represents energy and
creativity making it perfect for an art Web site. Orange is a color used to make things stand
out from their surroundings making it possible for ArtyApt to stand apart from its competition.
The color orange has been found to encourage socialization and activity. Because ArtyApt is all
about social interaction, we felt it fit perfectly into our main goals for the website.

tactic #2: Web site redesign

To create a Web site that is user-friendly, we will redesign the tabs and create an
about page describing the functions of ArtyApt.com. In addition, we will add
share options and like buttons on each piece of art so our visitors can be a part
of the ArtyApt conversation. In an effort to make the art on ArtyApt personal, we will

creative
work
create artist profiles. These will serve as the story behind the art, which is a
fundamental component of our brand.

To contribute to the consistent brand image we want to create for the site, we will
recommend employing a permanent team to constantly maintain the site and help
artists curate their art and create personal profiles. We will employ a few other
tactics aimed at the goal of developing a pool of artists who are interested in
promoting themselves and their work on ArtyApt. A self-serve option will be
available by simply completing a form about themselves.

109
110
 login new user?

home art artists blog contact

suggestions
Tell us what you want to see on artyapt.com! Click here to e-mail us your suggestions, or
download artyapts iPhone appliction to send us pictures of art that you like. We want to
make sure that we have what youre looking for!

read the story

creative
whos hanging on your wall?

work
Artyapt.com offers a wide variety of original art from various artists, each with
its own unique story. Here is our constantly changing gallery to choose from.
Find what you like, download it in our high-res formats, and have it printed and
shipped to your door!

Each piece gives you the opportunity to view more work from that artist, read
the story behind that particular piece of art, rate whether you like or dislike the
piece, and share with a friend.
read the story
We are always welcoming new artists to contribute to our collection. If you are
an artist interested in working with us, visit the contact tab of our site.
click to see more work by Michelle click to see more work by Kasie

read the story

read the story read the story
read the story

click to see more work by Samantha click to see more work by Kasie
111
click to see more work by John click to see more work by Michelle
 login new user?

home art artists blog contact

Click here to
Download to Print
read the story

Love Can Tame

by: Michelle

Ive always been very independent. I grew up,

never wanting a boyfriend... never believing in
love at all. I never really experienced that loving
emotion with anyone. My parents divorced when I
was six, and I chose to hide myself in my art when
I couldnt cope with the struggle. During high
school, I turned to bad habits and bad influences
to deal with everything. I became a wild rebel who
didnt really care about my future. I dropped out
of school and sold paintings at the local farmers
market on Wednesdays. Thats where I found
Todd. He was a produce vendor at the market and
we developed this friendship that slowly turned
into an incredible bond. He became the one
exception to my disbelief in love. He showed me
how to feel again. Now he is my lifelong partner in
life, and through him, I realized that love can tame
the wildest. This thought gave me the inspiration
for Love Can Tame.

112
click to see more work by Michelle
 login new user?

home art artists blog contact

Click here to download Click here to download

through VistaPrint and print locally
VistaPrint.com will process your Download your order to a
order and deliver it to your home in flash drive or disk and print at
3 to 5 business days. your local Kinkos.

creative
work
113
 login new user?

home art artists blog contact

meet the artists

Welcome to our artists page. This section allows you to get to
know the creative brains behind the gallery of art. Click on their
individual stories to find more information, including their
biographies, inspirtation, and details on their work. You can
also follow them on Twitter or find them on Facebook to get
more acquainted with their style.

Kasies story

Johns story
Michelles story Samanthas story

Allisons story
Chriss story

114 Dans story

Todds story
 login new user?

home art artists blog contact

creative
Blog

work
May 15, 2010

Check out this new painting by Michelle.

She used a combination of acrylic and oil
paints on a 15x20 canvas. When Michelle
was a little girl, she used to visit her
grandparents house in a small town in
southern Missouri. There was a huge pear
tree in the backyard of their house, and she
would spend hours climbing the tree and
playing games on the branches with her
cousins. It was a memory that stuck with
her throughout ther youth, and this
painting commemorates that memory.
Click here for more paintings by Michelle.

115
 login new user?

home art artists blog contact

contact artyapt
artists
If you are interested in becoming a featured artist on
our site, please contact our team of interns.
artyapt.artists@gmail.com
twitter.com/artyapt
facebook.com/artyapt
555.672.5753

496 Elm Street.

Columbia, MO 65201

consumers
If you would like more information on our art, artists, social media
accounts, or anything else, please contact our team of interns.
artyapt@gmail.com
twitter.com/artyapt
facebook.com/artyapt
555.672.5755

496 Elm Street.

Columbia, MO 65201

116
 tactic #3: Social Media
We will use social media to create buzz about the site. The goal is to get
friends to talk about ArtyApt to each other. Based on our primary research,
our target audience trusts the opinions of their friends more than any other
form of advertising. As part of this tactic, we will also create a Wikipedia page
dedicated to ArtyApt to further inform our audience of the site.

Meet the Interns

Name artyapt
Location Columbia, MO

artyapt
Web www.artyapt.com
Joanne S.

creative
Paige L.

Bio The best option for

work
affordable wall art! Ran by a
group of interns at the
University of Missouri, ArtyApt
Alicia T.

offers authentic art by students

Kristin V.

artists to download in a
high-resolution format and print
at your own convenience.
#LOST! In honor of the final episodes, heres a
Sam P.

1,446 672 22
Ali P.

lovely shot of an island! http://bitly/b01zfk AP following followers listed

8:11 AM Apr 20th via web

Tweets
Advertising via Facebook raises awareness thru organic
Favorites
social advocacy- find out how: http://bit.ly/opfDvd KV
5:17 PM Apr 19th via web

Featured photographer of the week: Marissa Young. People Following

loving life at a Rusko concert: http://www.flickr.com/pho-
tos/marissa_dv/569249054690/ KV
9:33 AM Apr 17th via web

I love Eric Bakers Today blogs with tons of strange,

interesting images! http://bit.ly/9fjkK9 PL
1:42 PM Apr 16th via web

@TM_Image Thanks for sharing our link! Sharing art and

the story behind it is what we do. AT
8:54 AM Apr 16th via web

Check out Adam Freerys photos! http://bit.ly/jf9dU9 There

is a really cool story behind each one. SP
9:22 PM Apr 14th via web

Love @DaveMatthews new artwork on #Toms shoes! Great

117
art, and great way to help the world. JS
11:05 AM Apr 13th via web
118
tactic #4: Viral Videos

A viral video will be created to increase word of mouth about ArtyApt,

as well as awareness of the benefits of our service. We will create a
national student competition for the best promotional commercial
for ArtyApt with a monetary reward or scholarship opportunity. We
could also encourage our audience to curate a small selection of art
from the site with interesting background stories and turn them into
short films, almost like music videos. This would be an excellent tool
to showcase the art on ArtyApt.

creative
work
Want to win an art scholarship?

ArtyApt

119
 tactic #5: iPhone Application

An ArtyApt iPhone application will be developed to increase the convenience

of the site to people on the go. This will also double as a way for artists to easily
upload their art to the site.

120
tactic #6: Online Ads
Since ArtyApt operates solely online, we plan on utilizing Google
AdWords and Facebook ads to increase the awareness among our
cyber audience. We will also use behavioral targeting tactics to
find the appropriate audiences that have similar art interests. After
tracking their Internet activity through cookies, we will place banner
ads on pertinent sites.

creative
work
Personalize your Walls
Whos hanging on your wall?
Your art should tell a story.
Check us out!
www.ArtyApt.com

Every piece of art has a story.

Whos hanging on your wall?

Joanne Sumner likes this ad.

121
 tactic #7: Guerilla Marketing
Coinciding with the nontraditional ways of advertising ArtyApt, we
plan on creating street teams to do promotional work for our guerilla
marketing tactics. These tactics include:

a bar stamp that says the Web site URL that is stamped on
customer hands upon entering a bar

com
artyapt.

122
 creative
work
sidewalk chalk promotions on streets near
college campuses, including a piece of art
designed by artists from ArtyApt with the URL below

123

 a puzzle treasure hunt event that leads participants to different sites containing the
puzzle pieces (the whole puzzle turns out to be a poster-size print from ArtyApt)

The backside of the puzzle

pieces will display the
ArtyApt logo.

124

a LiveStrong bracelet featuring the ArtyApt.com debossed
on the outside (proceeds will go to an art foundation)

creative
work
125
 tactic #8: Sponsorships

126
tactic #9: Art Show
We will host an art show where potential ArtyApt artists can view some of the
artwork on ArtyApt and learn about the benefits of using the site. Another event
we will host will be similar to a typical art show, for buyers to come and view the
actual pieces of art that will be seen on the site. Food will be served at this relaxed
and informal event. Flyers or print ads will be created to promote these events.

creative
work
127
 tactic #10: Print Ads
Print advertisements will be used to drive traffic to the site. Our survey and focus
group results showed that out target audience believes print advertising is a
trustworthy source. We want to make these ads eye-catching and intriguing so
viewers will want to go to the site to learn more about ArtyApt.

Now
Tell Me....
Whats
Your

Story?

128
 I think
Ive
misplaced
My

Imagination....

creative
work
...Oh, I found it.

129
strictly business
Media
Plan
 While ArtyApt is a recently new venture with a limited reach, it
has potential to expand on a national, and even global, scale. For this reason, social media will
be a key tactic in broadening our audience. However, to build support from this greater
audience, we must first use a test site to analyze the effectiveness of this campaign. As we
develop the phases of our media plan, we will simultaneously utilize certain strategies in
phase one to build our large-scale audience while implementing tactics from phase two on a
local level within the University of Missouri and the Columbia community. Post-campaign, we
suggest an analysis of the success of these local tactics. If effective, we recommend further
implementation of this campaign in college towns across the nation.

Phase 1: National
Web site
+ Establish ArtyApt into an actual .com domain.
0 Hire a group of interns to create and maintain Web site.
0 Keep in touch with a student-run organization to resonate with ArtyApts current
target market.
0 Search engine optimization through Adwords
+ Redesign ArtyApt logo and revamp entire Web site.
0 Take blog off front page; offer as link.
0 Login with agreement of terms.
0 Add forum to discuss the art industry and the work on the site.
0 Offer Like/Dislike options along with a Share option to promote interactivity.
0 Create in-depth biography section about the artists
0 Describe ArtyApt as a business, including a detailed mission statement.

132
Social Media
+ Build awareness about what ArtyApt is through Tweets and Facebook statuses.
+ Generating word-of-mouth discussion about ArtyApt among and through our target market.
+ Create a fan base online.
+ Connect artists and consumers via social media network sites.
+ Eliminate unnecessary social media sites that generate a negative presence for ArtyApt.
+ Use social media to spotlight an artist to display great art and entice followers.
+ Develop a Wikipedia page dedicated to ArtyApt that is consistent with all other
social media sites

Viral Videos
+ National student competition for best promotional commercial for ArtyApt
0 Monetary reward/scholarship opportunity.
0 Social media promotion, specifically word-of-mouth
+ Small selection of art with interesting background stories.

media
plan
0 Set up a competition for viewers to create short films (with music video qualities)
based on what they perceive the art is about.

Mobile
+ Student-run iPhone application development
0 Separate applications for consumers and artists
0 Puzzles of art (consumers)
0 Upload pieces of art (artists)

Online
+ Banner ads on ArtCollecting.com, ArtInterview.com and Facebook.com
o We will use behavioral targeting tactics to find the appropriate audiences that have
similar art interests. After tracking their Internet activity through cookies, we will place
banner ads on pertinent sites, such as the ones listed above, to create a
relevant audience
+ Ads on Facebook
+ Google AdWords
133
 Phase 2: MU Test Site
Guerrilla
+ Bar entry stamp
+ Sidewalk chalk promotion by artists
o Have artists draw pictures and write Web site URL on public sidewalks around
campus, solely for an opportunity to increase awareness among pedestrians
+ Life-size puzzle treasure hunt.
0 Use text-messages sent from ArtyApt as clues to the next destination.
0 Win original piece of art that the puzzle displays when completed.
+ Livestrong bracelet displaying an ArtyApt partnership with an art charity.
0 All proceeds go to charity.

Sponsorships
+ Sponsor concerts at the Blue Note
+ Independently owned organizations/businesses
+ Partner with tattoo shops to promote new designs and artwork.

134
Events
+ Art show displaying ArtyApt pieces
0 Casual, meet-and-greet environment
0 Forge personal connection between consumers and artists
0 Fliers to promote events

Print
+ Separate ads for consumers and artists
+ Magazine space to visually appeal to our target market

media
plan
0 VOX magazine.
0 Emu publication
0 Juxtapoz
0 Aperture

135
wait... is it a leap year?
Calendar
 calendar
May June July August September October November December
Phase 1
Social Media A continuous

Social Media B

Social Media C continuous

Web Site A

Web Site B

Web Site C search for interns internship begins internship ends

Viral Videos

Mobile
Online continuous

Phase 2
Guerrilla A

Guerrilla B
Guerrilla C

Guerrilla D

Sponsorship A

Sponsorship B continuous

Event

Print

138
Social Media A: Guerilla A:
build awareness, generate word-of-mouth discussion, create bar stamps to distinguish patrons 21+ at Columbia
create an online fan base, and connect artists with events such as Twilight Fest, Summer Fest and Roots,
consumers through Twitter and Facebook Blues & BBQ
Social Media B: Guerilla B:
eliminate unnecessary social media accounts use sidewalk chalk downtown to promote ArtyApt
and develop consistent Wikipedia page Guerilla C:
Social Media C: puzzle treasure hunt
use social media to spotlight artists Guerilla D:
create and distribute charity bracelets for ArtyApt
Web Site A:
establish ArtyApt as a .com domain Sponsorship A:

calendar
Web Site B: sponsor concerts at The Blue Note
redesign site
Sponsorship B:
Web Site C:
hire interns to run the site throughout a semester- develop a partnership with a local tattoo shop
long internship and display ArtyApt work in their store
(includes maintenance, Search engine optimization and
a Google AdWords campaign)
Event:
Conduct an art show that showcases pieces from
Viral Videos: ArtyApt artists
develop competiton for consumers to create videos to
encourage interaction among audience Print:
run ads in various magazines

Mobile:
develop iPhone application through a student-run
iPhone development summer class

Online:
place banner ads on multiple Web sites
and use Google AdWords

139
money, money, money
Budget
 budget
PHASE 1: National

Media Vehicle Unit Cost # of Units Total Cost

Internet Facebook $0.00 1 $0.00

Twitter $0.00 1 $0.00
Youtube $0.00 1 $0.00
Site Redesign
Domain name $10 1 $10
Monthly fee $30 1 $30
Design $2000 1 $2000
Copywriter $35/page 15 $525

Banner ads
Artcollecting.com $20/yr 1 $20
Artnet.com TBD
Artinterview.com $350/yr 1 $350

Facebook Ads
Cost per click $0.58
Daily budget $20/day 3 mths $1800

Google AdWords
Selling my paintings
Cost per click $0.05
Daily budget $20/day 3 mths $1800
Selling my artwork
Cost per click $1.87
Daily budget $35/day 3 mths $2940

Mobile iPhone apps $976 2 $1952

142
PHASE 2: MU Test Site

Media Vehicle Unit Cost # of Units Total Cost

Guerilla Bar stamps $12.90 10 $129

Sidewalk chalk $13.29 1 bucket $13.29

1hr/per week $8/hr 10 members $320
in September

Treasure hunt $425 1 $425

8 hrs/Wed. $8/hr 10 members $640

Bracelets $0.82 300 $246

Street team:
2hrs/per week $8/hr 10 $640

budget
in September

Sponsorship Blue Note

Fliers $0.59 500 $295
Tattoo Shop
Fliers $0.59 500 $295

Events Art Show $2,000 1 $2,000

Print VOX $350 1 $350

EMU Publication $300 1 $300
Juxtapoz $1000 1 $1000
Aperture $1000 1 $1000

143
 price breakdown

Online Tactics: $9,475.00

Facebook
49.9%

Twitter
YouTube
Site Redesign
Banner Ads
Facebook Ads
Google Adwords

10.3% Mobile Tactics:

iPhone Application
$1,952.00

12% Guerrilla Tactics:

Bar Stamps
$2,285.58

Side-Walk Chalk
Treasure Hunt Puzzles
Bracelets
Street teams

144
3.1% Sponsorships:
Blue Note
$590.00

Tattoo Shop

10.6% Events:
Art Show
$2,000.00

budget
14% Print:
VOX
$2,650.00

EMU Publications
Juxtapoz
Aperture

Total Spent on Advertising Tactics: $18,952.58

Maximum Budget: $50,000

145
survey says!
Recommendations
 evaluation
Our primary and secondary research conclusions showed that social media is important to our target audience. Facebook
is the most popular with our target market, even though Twitter has a younger median audience. Overall, social media
has at least some influence on opinions. We used this piece of information to formulate many of the actions weve taken
with this campaign. Weve continued to promote ArtyApt on Facebook and Twitter by curating images, gaining followers
and directing this audience to the website. ArtyApt currently relies heavily on Twitter to promote itself, but after
analyzing our research results, a more prominent appearance on Facebook would better resonate with our target
audience. Consequently, we designed an ad formatted for Facebook that would run continuously only to our target
audience. In addition, weve taken steps to update ArtyApts Facebook page and expand its friend base.

We also found that word-of-mouth (WOM) marketing is a trustworthy approach to successfully raise brand awareness.
Since people trust the opinions of their friends the most, we recommend that a viral video be created that can be passed
between friends on these social media websites.

Although social media can be a very effective marketing tool, we found that it should be used with care, as too much
tweeting or status updates on social media sites can be annoying and ultimately lead to a loss in audience members.
Upon hearing this feedback in our focus group, we conducted further research on the topic. Our twitter survey results
showed that most people thought 1-3 tweets per day was most appropriate for a business. To stand out from the clutter,
ArtyApt should practice quality over quantity when posting.

Based on our insight from all methods of our primary research, in order to better engage our target audience, we
expanded our campaign to other mediums. The use of social media should be supplementary and not main source of
communication to our audience. Our survey and focus group results showed that our target audience believes print
advertising to be a trustworthy and appropriate source. For this reason, we designed eye-catching print ads and banner
ads as visual aids for our target audience. These will help to drive people to the website and sustain brand awareness.
We also wanted to keep in line with the non-traditional advertising theme by implementing guerilla marketing tactics.
The puzzle and bar stamp are going to increase interest in ArtyApt by getting its name out in a unique, interactive way.

We received a significant amount of negative feedback from research participants regarding the current state of the
Web site. The issues our research participants seemed to be most concerned about are the content, ease of use
(navigation), and utilization of tabs. We recognized that the Web site needed to be revamped and created a new design
in the form of screenshots. The new design clearly displays ArtyApts mission in a professional way, while still
incorporating personality and user interactivity. We have proposed the idea of an iphone application so that art can be
uploaded and downloaded conveniently.

Another concern we found through research was regarding the Web sites logo. Participants in our focus group wanted
to see a logo that was more art-centered rather than apartment-centered as well as something that attracted their
attention and drew them into the site. We took this into consideration with the creation of our new ink-splat logo.

After researching ArtyApts competition as well as the preferences of our target audience, delivery of prints seems to
be the most logical approach to customers obtaining their art. While most participants agreed that that printing their
posters themselves would be a hassle, some participants said that waiting for delivery can also be inconvenient. We
gathered information about print partnerships that can be used to determine ArtyApts approach to producing art that
best suits our audiences needs.

After receiving some valuable feedback from student artists, we learned that they would be interested in posting their
art on ArtyApt to get their names and work out there. However, a general concern was whether a secure way exists
to post art on the site. ArtyApt would need to guarantee that other people wouldnt download the art and claim it as
their own. ArtyApt needs to establish itself as a safe place for artists to be recognized so that there is always a
continuous flow of new art.

ArtyApt clearly has huge potential because it offers something different in an art website that our audience wants.
They are interested in easily obtaining art with a personal story in order to make their living space unique. The
components of our campaign reflect the interests of our target audience and if implemented correctly, they will help
ArtyApt become a successful business.
next steps

Because ArtyApt is not yet a sustainable business, many changes must be

implemented. Through our multi-pronged campaign, we hope to generate word-of-mouth communi-
cation that will build awareness about ArtyApt on a larger scale.

After redesigning the ArtyApt logo and Web site, the company can evaluate the effectiveness of this
campaign by tracking the number of hits the Web site receives. ArtyApt can also track how many
people are followers on Facebook and Twitter. Because YouTube tracks the number of views each
video receives, it will be easy to see if the viral video is popular as well. Guerrilla marketing tactics will
act as an interactive tool by continually engaging audiences after the launch of the campaign. Print
advertising will appeal to those on a more visual scale as well as generate curiosity for ArtyApt brand.

Although these evaluation techniques provide us with quantitative data, they may not be the most
accurate source of evaluation. Even if ArtyApt receives attention through these various outlets, we
cannot assume that people will utilize ArtyApt to acquire art for their home. We recommend
conducting an awareness survey at a later date to see if ArtyApts goals have been reached.
heres our story
 Team
Biographies
 Kristin Viger

My name is Kristin Viger. My last name is French, so

youre probably not saying it right. But dont let this confuse
you. By no means can I speak French or have I visited France.
Im from Ft. Collins, Colorado born and raised. Go Broncos!

My role on Fresh Inc. is being an awesome team leader, or at

least always trying to be one!

But lets talk about the good stuff... My favorite color is

turquoise. My biggest fear is spiders. Word of advice to
those with similar fears dictionaries act as a great
smashing tool; they can even be thrown from a distance,
just make sure you can aim.

After this semester, Ill be finishing up my last semester

studying abroad in Sydney, Australia.

I might never come back.

Oh, and the art I have on my walls right now are all paintings.
Some I bought through art vendors, and others were given to me as gifts from friends
(very talented friends). I like them because theyre unique and colorful. They make me feel artsy, even
though I can only draw stick figures.

Gday mate! (Thats Australian)

 Samantha Palmere

Hey all!
My name is Samantha Palmere.
I was born and raised in the northwest suburbs
of Chicago (and with that comes the character
building experience of being a loyal fan of the
Chicago Cubs).
While working with Fresh, Inc. I was the
editor. Before our final documents were
submitted, they always needed final edits,
and thats where I came in.

My favorite color changes often. Lately Ive

been enjoying the bright pinks, yellows and
purples of springtime. My biggest fear is
being betrayed by someone I love. Few
things hurt more than a stab in the back.

Plans for after graduation are up in the air as

of now: I could be doing anything from
enjoying tea time in Manchester, UK
to selling moon cheese to Martians. The possibilities are endless.

The walls in my apartment definitely demonstrate the dissarray in my life. Ive got
everything from framed prints of Vincent Van Goghs work to handmade, tye-dyed
paper up on my walls. Maybe one day my walls will be a bit more uniform...

but for now the randomness suits me just fine.
 Paige Lewis

Well hello there! My name is Paige Lewis. If youre

thinking of any Paige vs. page jokes dont worry, Ive already
heard them all. I was born and raised in the city with all the
fountains, better known as Kansas City, MO. This year I had
the privilege of serving as the document specialist for
Fresh Inc. Side note, this is without a doubt the most talented group
of people I have ever met and I am eternally grateful I was randomly
selected to be a part of it.

Now onto the stuff you really want to know, like my

favorite color, which just so happens to be turquoise. You
would know that the minute you walked into my room, which
I will soon be leaving for bigger and better things. After
graduation I hope to make that long drive across the country
in a UHaul to Orange County, California. It just so happens
that the weather seems to greatly determine my mood so I
figured what better place to be than sunny California. The
beach wouldnt be so bad either.

I guess youre probably wondering what my greatest fear is

(okay maybe not but yes Im going to tell you anyway). I am deathly afraid of snakes. In fact one scared me so much
that I threw my thousand-dollar laptop in fear of it. Dont worry the laptop turned out okay; its me you should
be worried about. In reality I think I may have scared the little garden snake even more than he scared me.

In what little spare time I have, I like to travel to new places and hone my amateur photography skills. These
photos line my walls, in addition to a couple posters signed by some of my favorite bands. So I bet your really
wondering whats on the next Paige. (Haget it?)
 Ali Pitt
They call me Ali... well, some do. I also go by Al, Ali-Cat, and even Brad Pitts niece
(although theres no relation, unfortunately). Ive spent the last semester as Fresh Inc.s graphic designer,
and, oh, what a fun whirlwind its been. Ill start by saying that its been a privilege to work with such a
great group of girls on this campaign proposal. I am very lucky for having
had this experience. But lets skip the tears and move
on to the good stuff.

I was born in St. Louis, the Gateway to the West, but

I grew up all over the place, including three years in
Southern Brazil. I would give anything to move back
there someday the food is AH-MAZING.

Speaking of food, Im a huge fan of everything spicy. I

even drink green chili beer made with real Serrano
peppers! Im absolutely terrified of needles. When I was
18, I tried conquering that fear by getting my first tattoo.
Im still petrified of needles but ironically obsessed with
getting tattoos, so that idea didnt quite go as planned.
After graduation, Im moving to San Diego and only
time will tell. Hopefully Ill end up in a creative boutique
or a design-oriented work place. Or maybe Ill become a
professional surfer who knows.
My favorite color varies between blue and green yet Ive
noticed that I like to decorate my house with bright colors
like yellow and coral. As for my walls they tell MY story.
I love painting and taking photographs in my free time
(if I ever get any) so my walls are covered in work that Ive
done. Oh, and some Andy Warhol, too. Im obsessed with
his work.

I am a firm believer that everyday is the start of

something beautiful,
and I will always live with that in mind.
 Alicia Tan

My full name is Alicia Tan Sze Yan, but no one

ever calls me that except for my mother.
Thats when I know Im in deep trouble.

Otherwise, my friends call me Elle or Alish for short. I was

born and raised in Southeast Asia specifically Kuala Lumpur,
Malaysia. Yes, it is a paradise with tons of greenery and is
summer all year long.

Throughout the semester, I played the role of a secretary. My

friends often identify me with the color pink, which is a color I
absolutely adore. Call me a girly girl, I think Im a tough ass
because I moved to Columbia with the help of Google at the
age of 17. Its funny where Google can take you, especially when
you type Best Journalism School in the US and
University of Missouri pops up.

Ever since I moved to the U.S, I am relieved that I do not have to

be in constant fear of lizards hiding under my pillow. But I am
now living in fear that I might get kicked out of this country if I
dont get a job soon

Currently, my walls are decorated with Elvis Presley,

Audrey Hepburn and Andy Warhol. Oh, Obama too. Another random fun fact about me,
Ive been playing the piano since I was 2 and represented my country in a ballet festival in
Korea when I was 11.

It was definitely an exciting experience as it has been in completing this book!

 Joanne Sumner

Hi Im Joanne Sumner and Im from St. Louis, Missouri.

Im a huge fan of St. Louis food and of course the Cardinals and Blues!
I went to college in Ohio for a year and a half and its appalling how many people over
there have no idea where this city is located.

My favorite color is coral, but I basically love every color so it changes all the time.
I am the blogger/twitterer of the team, which works for me
because I am always connected. I couldnt live
without my iphone...
its safe to say Im in love with it.

My biggest fear is a common one- spiders. I literally

have nightmares about giant spiders coming to get
me. After graduation Im moving back to St. Louis,
where I will hopefully find an awesome job!
Fingers crossed.

A random fun fact about me is that I absolutely love

all animals (this doesnt include spiders) and I grew up
around a ton of them. We had 6 dogs, a horse, 2 cats,
a rabbit, a bunch of fish and no,
I did not live on a farm. I hope to one day be able
to work with animals because they are easier than
people! ha!

Anyway Im sure you want to know what is on my

walls. Theres a little bit of everything; Ive made photo
collages and also printed a bunch of posters myself.
Some of these include a Bengal tiger (go Mizzou!),
some colorful flowers, a Van Gogh painting, a painting
of Marilyn Monroe, and a photo of my
favorite band- Dave Matthews Band.
the nitty-gritty (boring) stuff
Addendum
 press release
FOR IMMEDIATE RELEASE:
ArtyApt answers Whos hanging on your wall?

MINNEAPOLIS(May 6, 2010) Ever wonder who painted the pictures hanging in your living room?
Or who took the photographs hanging in your home office? At ArtyApt, every piece of art has a story
behind it, and youll know the story before ever buying a frame.

ArtyApt was developed by a group of students from the Minneapolis School of Art and Design
led by Kim Garretson in the fall of 2009. The goal of ArtyApt is to provide affordable art (available for
downloads or orders to print) to young professionals. Although affordable art may seem like a great
selling point, ArtyApt wants to appeal to audiences with a more humanistic approach by
demonstrating a higher order benefit.

Every piece of art on a persons wall was created by an individual, Garretson said. At
ArtyApt we want you to know about the artist and understand that your walls dont only display art;
your walls tell a story.

ArtyApt does not offer mass-produced art on its Web site. Every piece of art is original, and in order to
maintain this originality, the number of free downloads is limited. Furthermore, each artist that
contributes to ArtyApt has a profile displayed on the Web site, as well as contact information. By
providing contact information for the artists that contribute to ArtyApt, the up-and-coming artists
will gain a fan base.

Also, in order to stay connected with its customers, ArtyApt focuses the majority of its
advertising efforts on social media campaigns. Although some traditional advertising is needed to
sustain a business, ArtyApt is devoted to its Twitter and Facebook accounts. By reaching customers
on a personal level, ArtyApt becomes more than an impersonal company.

Although ArtyApt may offer affordable art on its Web site, the main benefit is that it digs up
the story behind the art. Every piece of art has a story, so next time youre going shopping for home
dcor, buy artwork that lets you know whos hanging on your wall.
162 ###
 survey results
The following surveys were created in Zoomerang and distributed among our friends and followers on
Facebook and Twitter. The results within this addendum are recorded as of April 21, 2010.

Target Market Survey

Fresh Inc. is a student-run ad agency part of a senior Capstone Campaign class at Mizzou. We are conducting primary
research to better understand how to develop a campaign for our client, ArtyApt. ArtyApt is an online business that
provides free, authentic, high-resolution pieces of art for customers to download and print online.

This survey was created to discover more information about how our target market uses social media. Your answers to
these questions will help determine how we will promote ArtyApt.com through many social media tools. Thank you for
your time!

addendum
1. How many social media sites have you signed up for and created a profile?

1. 4 24. none
2. 2 25. Three
3. 4 26. 2
4. 2 27. 2
5. 1 28. one
6. two 29. 2
7. 6-10 30. 4
8. 3 31. 3
9. 3 32. 2
10. 4 33. 4
11. 2 34. 3
12. 2 35. 4
13. 1 36. 2
14. 3 37. 4
15. 3 38. 1
16. 1 39. 3
17. 1 40. 2
18. 5 41. 3
19. 2 42. 2
20. 1 43. 1
21. 4 44. 1
22. two 45. 3
23. 4 46. Two
163
 2. Of these, what social media site do you use most often?

1. facebook, twitter 41. facebook

2. facebook & twitter 42. Facebook
3. facebook.com and linkedin.com 43. facebook
4. Facebook 44. fb
5. facebook 45. Facebook
6. facebook 46. Facebook
7. facebook
8. Facebook
9. Facebook
10. Yes.
11. Facebook 3. Rank these social media sites in order of importance to your daily life
12. Facebook with 5 being most important and 1 being least important.
13. Facebook
14. Facebook (Top number is the count of respondents selecting the option.
15. Facebook Bottom % is percent of the total respondents selecting the option.)
16. facebook
17. everyday 1 2 3 4 5
18. facebook
19. Facebook twitter 9 8 8 11 4
20. facebook 22% 20% 20% 28% 10%
21. facebook
22. facebook facebook 1 0 4 20 29
23. Facebook 2% 0% 9% 23% 66%
24. facebook
25. Facebook myspace 16 7 8 3 2
26. Facebook 47% 21% 24% 6% 3%
27. Facebook
28. Facebook, once a week linkedin 12 10 5 5 1
29. facebook 36% 30% 15% 15% 3%
30. Twitter
31. facebook blogs 3 9 12 1 0
32. facebook 9% 26% 35% 29% 0%
33. Twitter
34. Facebook
35. Facebook
36. Facebook
37. Twitter
38. Facebook
39. Facebook
164 40. Ravelry
4. On average, how many hours a day do you spend using social media
sites?

0-1 hours 18 42%

1-3 hours 19 44%
3-5 hours 3 7%
5-7 hours 3 7%
7+ hours 0 0%

5. What types of people do you interact with using social media?

(check all that apply)

professionals 16 35%
students 27 59%

addendum
friends 46 100%
co-workers 17 37%
people I dont know 6 13%
people with common interests 5 11%

other:

1. professors
2. I recently became a fan of Skitles Crazy Cores
3. updating pages for clients
4. family

6. How influential are suggestions on social media sites to your own

opinions?

no influence 13 28%
some influence 26 57%
influence 6 13%
very influential 1 2%

total 46 100%

165
 7. Rate the influence each of these has on your opinions.
(Top number is the count of respondents selecting the option. Bottom % is percent of the total respondents
selecting the option.)

no some neutral influence very

influence influence influential

print ads 9 8 8 11 4
22% 20% 20% 28% 10%

commercials 1 0 4 20 29
2% 0% 9% 23% 66%

radio ads 16 7 8 3 2
47% 21% 24% 6% 3%

a friend you trust 12 10 5 5 1

36% 30% 15% 15% 3%

bloggers 3 9 12 1 0
9% 26% 35% 29% 0%

people you dont 3 9 12 1 0

know on social 9% 26% 35% 29% 0%
media sites

8. Have you used social media to advance your career?

yes 12 26%
no 34 74%

total 46 100%

other:

1. I have contacted many leads and received many referrals from linkedin.com and facebook.com which
have ultimately assisted in closing a deal.
2. D-Unitt music videos got all their publicity from facebook :)
3. The most inflential people in my career field have Twitter, and I signed up for an account to 1) get to
know their personality outside of their professional work and 2) use it to showcase my personality to
future employers
166 4. Able to find and contact people for interviews, follow ups, etc.
5. I have conducted information interviews with professionals in my anticipated career field.
6. Im a musician, so I have created multiple fan pages where my music can be listened to.
7. I applied for my current job using Twitter DM.
8. Its a great networking tool allowing me to keep in touch with potential employers.
9. My blog was created to link people to articles Ive written, to post photography, and to give
updates on my geology research in the petrology lab. Twitter has also done the same for
me, in a faster/shortcut way.
10. As a networking tool
11. LinkedIn, when looking for work

11. What is your occupation?
9. What is your age?
1. student 31. student
1. 21 34. 21 2. graduate student 32. student
2. 22 35. 21 3. President and CEO 33. Student
3. 29 36. 20 of a technology firm 34. Student
4. 22 37. 20 in the Midwest. 35. student
5. 20 38. 21 4. student

addendum
6. 27 36. Student
39. 20 5. sales associate
7. 21 37. Student
40. 46 6. student of life
8. 21 38. Student
41. 21 7. student
9. 23 39. Photojournalism
42. 22 8. Student
10. 19 and Geological Sciences
43. 21 9. Financial Advisor
11. 33 student.
44. 23 10. Student
12. 22 40. Accountant
45. 33 11. unemployed
13. 21 41. Student
46. 58 12. Student???
14. 22 42. Med Student
13. intern/student 43. Student Research Assistant
15. 22 10. What is your gender? 14. Student 44. Election board clerk
16. 22
15. student 45. Graduate student and edi-
17. 21 male 20 43% 16. student tor for a newspaper
18. 21 female 26% 57% 17. student 46. Strategic Alliance Manager
19. 23
18. student
20. 22 total 46 100% 19. Independent
21. 23
Contractor
22. 21
20. student
23. 23
21. engineer
24. 23
22. Student
25. 19
23. Student
26. 22
24. student
27. 41
25. Student
28. 22
26. Student
29. 23
27. Graphic Designer
30. 22
28. Registered Nurse
31. 20
29. surgical tech. 167
32. 21
30. A mix of Advertising/
33. 20
Social Media/PR
 12. Where are you from?
1. st. louis
2. st louis, mo
3. St. Louis, Missouri
4. St. Louis
5. Missouri
6. boston massachusetts
7. St. Louis
8. St. Louis
9. St. Louis
10. Malaysia
11. Iowa
12. Maryland
13. Colorado
14. Fort Collins, Colorado
15. Texas
16. st. louis
17. Colorado
18. st. louis
19. St.Louis, MO
20. mexico
21. honduras
22. Chicago, IL
23. Nashville, TN
24. South Africa
25. Denver CO
26. Colorado
27. Malaysia
28. Dallas, Texas
29. kansas city
30. Missouri
31. St. Louis
32. Lisle, IL
33. Memphis, TN
34. Illinois
35. Missouri
36. St. Charles, MO
37. Jefferson City, MO
38. Austin
39. Kansas City, MO
40. Oak Lawn
41. Colorado
168 42. Cincinnati
43. St. Louis
44. Chesterfield, MO
45. Saint Louis
46. Colorado
Competitive Survey
Fresh Inc. is a student-run ad agency- part of a senior Capstone
Campaign class at the University of Missouri. We are conducting
primary research to better understand how to develop a campaign for
our client, ArtyApt. ArtyApt is an online business that provides free,
authentic, high-resolution pieces of art for customers to download and
print online. The results of this survey will help us better understand
what kind of competition ArtyApt is up against, and how our target
market perceives us in comparison. Thank you for your time!
1. How often do you purchase art/photography?
never 18 46%
rarely 19 49%
sometimes 4 10%
very often 1 3%
2. How important is originality* when purchasing art/photography?
(*originality means that the art is one of a kind and is NOT mass pro-
duced)
very important 13 33%
important 7 18%
somewhat important 14 36%
not at all important 6 15%
3. How important is affordability* when purchasing art/photography?
(*affordable art is $50 or less)
very important 18 46%
important 14 36%
somewhat important 6 15%
not at all important 1 3%
4. Do you prefer to have your art/photography framed/mounted?
yes 29 74%
no 3 8%
I dont have art 8 21%
5. Where do you usually purchase art/photography?

website 8 21%
department/super store 9 23%
local art store 12 31%
garage sales 3 8%
auctions 2 5%
I dont buy art 12 31%

other
1. wherever I see something I like
2. local art galleries
3. friends and friends of friends
4. from friends
5. produce my own work

6. Do you know how to search for high-resolution photos or artwork?

addendum
yes 16 42%
no 22 58%

responses:

1. google
2. deviantart
3. I purchase credits for stock photo websites like iStock photo or Getty Images that can
be used now and save the rest for later
4. Using stock photography websites, such as sxc.hu, or looking on Flickr using advanced
search.
5. Going to art shows/ museums. A lot of info about art and artists at museums
6. Google and specifying large images
7. stock photo sites for use in ads I create
8. Google image options
9. via google images search and click on large images
10. Google

7. What is the most important thing when choosing where to buy your art/photography?

convenience 6 15%
price 18 46%
availability of original art 9 23%
I dont buy art 11 28% 169
 other:
1. liking of the work
2. wherever I can find something I like
3. if I think it is worth having

8. In your opinion, what are the most successful businesses that sell and distribute
wall art/photography and/or posters?

1. allposters.com
2. easily accessible
3. allposters.com ?
4. behind the music art gallery of brattleboro VT
5. i generally dont buy art from stores but rather from individuals
6. Online distributors like allposters.com
7. Wal Mart Target
8. dont know
9. Not familiar with any
10. I think Hobby Lobby and Michaels are probably pretty successful because they offer everything in one stop.
11. National Parks
12. coffee shops
13. Im not sure who the most successful are, but those I am most willing to support are individual artists at art
shows, flea markets, etc.
14. no idea
15. amazon.com for posters, other websites...sometimes local businesses and galleries
16. Businesses that advertise
17. Original artists
18. allposters.com
19. I have no clue.
20. the ones who sell stuff at spencers gifts
21. sport companies with advertising
22. Probably mass producing department stores with posters aimed at pre-teen girls or college guys?
23. Businesses that have engaging websites, exceptional printing, and unique inspiring artwork.
24. Allposters.com

170
9. Please rank the following advertising methods in the order you think is most suitable for selling art/photography, 1 being the
most appropriate way to sell art, 6 being the least.
(Top number is the count of respondents selecting the option.
Bottom % is percent of the total respondents selecting the option.)

1 2 3 4 5 6 Dont Know

print 10 5 6 4 2 3 4
29% 15% 18% 12% 6% 9% 12%

television 5 3 1 8 10 1 3
16% 10% 3% 26% 32% 3% 10%

radio 5 2 2 5 4 12 4
15% 6% 6% 15% 12% 35% 12%

online banner ads 2 3 11 6 3 6 3

addendum
6% 9% 32% 18% 9% 18% 9%

social media 3 9 12 1 0 4 3
9% 26% 35% 29% 0% 11% 8%

guerrilla marketing 5 9 5 1 6 4 7
14% 24% 14% 3% 16% 11% 19%

10. What of the following Web sites are you most likely to purchase art/photography from?

popartmachine.com 2 6%
art.com 7 22%
allposters.com 15 47%
barewalls.com 6 19%
artprints.com 5 16%
boundlessgallery.com 5 16%
other 6 19%

other:
1. I dont buy art. we take our own pictures and have them blown up and then framed
2. none of the above
3. art renegades las vegas
4. none
5. I dont buy art

171
 11. When shopping online, is it important for a Web site to be easy to use and navigate?

Very important 28 72%

Important 9 23%
Somewhat important 2 5%
Not at all important 0 0%

12. To what extent are you influenced by businesses that advertise through social media networking sites,
such as Twitter and Facebook?

Not at all influenced 16 43%

Somewhat influenced 21 57%
Very influenced 2 5%

13. Do you think more favorably of art vendors that have a Twitter or Facebook page?

Yes 14 36%
No 25 64%

Total 39 100%

14. Gender 15. Age

1. male 21. male 1. 22 22. 20

2. Male 22. female 2. 22 23. 21
3. female 23. female 3. 22 24. 20
4. female 24. F 4. 27 25. 21
5. male 25. Female 5. 21 26. 21
6. Female 26. female 6. 21 27. 20
7. Male 27. male 7. 23 28. 20
8. female 28. female 8. 22 29. 21
9. f 29. Female 9. 33 30. 21
10. Female 30. male 10. 21 31. 46
11. Make 31. Female 11. 22 32. 21
12. female 32. Male 12. 21 33. 22
13. Female 33. Male 13. 22 34. 21
14. female 34. Female 14. 21 35. 23
15. f 35. M 15. 22 36. 21
16. female 36. female 16. 21 37. 23
17. Male 37. male 17. 20 38. 58
18. male 38. Male 18. 23
19. male 19. 23
172 20. Male 20. 22
21. 22
16. If you are a student, what school do
you attend? If you are not a student, what
is your occupation?
1. umsl
2. University of Utah
3. SLU
4. student of life
5. Miami University
6. Southern Methodist University
7. Webster University
8. unemployed
9. University of Missouri
10. York College of PA
11. University of Nebraska Lincoln
12. Colorado State University
13. Arizona
14. itesm
15. Loyola University Chicago
16. University of Dayton
17. Loyola University Chicago
18. university of missouri
19. Minnesota State university- 20. facebook
mankato
20. Registered Nurse
21. university of missouri
22. mizzou
23. Missouri
24. University of Missouri
25. University of Missouri
26. Mizzou
27. University of Missouri
28. University of Missouri
29. University of Missouri
30. Accountant
31. Aims Community College
32. University of Cincinnati
33. Mizzou
34. Election board clerk
35. mizzou
36. Mizzou- student, associate
producer at news company
37. Strategic Alliance Manager
17. Do you have any active social media accounts? If so, please list:
1. facebook twitter
2. Facebook
3. Facebook, twitter
4. facebook
5. facebook, twitter, linkdin
6. Facebook, Twitter, blog
7. Yes. Facebook Myspace Linkedin
8. Facebook, Twitter, LinkedIn, LibraryThing, Blogger
9. Facebook, Myspace
10. Decline to answer, but I use Twitter and Facebook.
11. Facebook myspace
12. Facebook
13. Facebook LinkedIn Blogspot
14. facebook
15. facebook, linkedIn
16. Facebook
addendum
17. Facebook, myspace, virb.com
18. facebook
19. Facebook
21. facebook, linkedin
22. facebook
23. Twitter, Facebook, Tumblr, LinkedIn
24. Youtube, Myspace, Facebook
25. Facebook Twitter LinkedIn
26. Facebook, Twitter
27. Yes: Twitter, Facebook
28. Facebook
29. Ravelry.com Facebook.com
30. facebook,myspace,twitter
31. Facebook
32. Facebook
33. FB
34. facebook
35. No thanks
36. Facebook LinkedIn
173
 Twitter Survey

1. Do you have a Twitter account?

(If yes, please move to question 2. If no, please move to question 10.)

Yes 17 52%
No 16 48%

2. Do you follow any businesses on Twitter?

Yes 13 65%
No 7 35%

3. How do you feel about business tweets? (please check all that apply) They are:

helpful 9 43%
unhelpful 5 24%
pleasant 3 14%
annoying 10 48%
persuasive 3 14%
unconvincing 4 19%
welcoming 2 10%
intrusive 1 5%
interesting 8 38%
uninteresting 4 19%
necessary 1 5%
unnecessary 5 24%

other:

1. they do not affect me either way

2. depends
3. happen too often

4. In your opinion, what is the appropriate number of tweets a business should do per
day?

10+ 0 0%
7-9 0 0%
4-6 6 27%
174 1-3 11 5-%
a business should not tweet every day 5 23%
5. Does the number of tweets by a business effect your perception of that business?

Yes, the more tweets, the better the business 1 5%

Yes, the more tweets, the worse the business 10 48%
No 10 48%

6. Is there such a thing as too many tweets?

Yes 17 77%
No 5 23%

Responses:

1. A company should not clog my twitter news feed Tweet a few times a week at most.
2. 10
3. it shouldnt fill up my welcome page with tweets

addendum
4. 5 a day
5. every couple of minutes
6. More than 10.
7. Too many right in a row is too much. If they are more spaced out through the way, it is better, because it
isnt as overwhelming. But really, it depends on what the business is.
8. more than one a week
9. 5+
10. If it pisses off your customer when you tweet them, youve found out how many tweets is too many.
11. I think one to three a day. Any more than that-the business owner looks unintelligent and completely
obsessed with him or herself. It is narcissistic and annoying (when done often), and to be completely
honest, no one probably cares about your business that much anyways. To me, more than three tweets
a day says you are in high school and only care about the world revolving around you, or you are a 30-40
something who has no life and nothing better to do with their time.
12. when they happen so often that they begin to give out menial and completely useless info
13. If it fills up more than half of the tweets in my main feed.
14. It really depends on the content. If youre always tweeting useful information about events, a new
product/service, coupons, etc then probably a couple of tweets a day is fine. But if youre just making
inane comments to remind me that youre there, or just repeating yourself every day, that is annoying
and I am likely to un-follow. In short, if you are going to tweet every day, make sure you have something
useful to say.
15. more than 3 per day
16. 5

175
 7. What do you look for in business tweets? (check all that apply)

coupons 15 71%
info about that business 9 43%
info unrelated to the business 2 10%
info on special sales 9 43%
suggestions 4 19%
other 4 19%

other:

1. nothing
2. it depends on the business
3. job openings
4. contests/giveaways

8. Have you ever unfollowed a person or business on Twitter?

Yes 13 62%
No 8 38%

Responses:

1. They got annoying.

2. too many tweets, keep it simple
3. not interesting
4. It wasnt worth it.
5. People that tweet uninteresting things about their boring lives. Businesses that are not as
well-developed or as well-known as their competitors or other businesses, or dont have as much to
offer as other businesses.
6. crush
7. I dont have a twitter.
8. too many tweets, tweets about things I dont care about
9. found the information that was tweeted to be pointless or simply lost interest in
the person/business
10. When the person/businesss tweets are too frequent or consistently useless and uninteresting,
I get annoyed and unfollow.

176
9. What would make you want to unfollow someone on Twitter?
12. What is your occupation?
1. If every time I sign on Twitter they fill up my newsfeed (if you are a student, what is your major?)
2. Too much twitters
3. rude/annoying comments, excessive tweets, 1. student - journalism
4. if there were too many uninteresting tweets 2. student- strat comm
5. lack of interest 3. dental assistant
6. Interesting or informative tweets. 4. student undecided
7. Too many tweets right in a row. Too many tweets in one day. 5. psychology and criminology
Irrelevant tweets. 6. Baker
8. too many tweets 7. athletic training
9. Obscene comments or too many comments 8. military
10. Tweeting about things unrelated to the business, 9. finance/information systems
such as politics, religion, etc. mba student
11. too many tweets, tweets about things I dont care about 10. freelance writer and
12. i change in opinion regarding the person or if the tweets digital marketing consultant
they provide no value to me 11. Advertising
13. crud content, annoying posts 12. Biology

addendum
14. Annoying Tweets 13. surgical tech
15. Spam. 14. international studies
16. See #8 15. physics
17. if i dont know them are am not interested in them 16. student- ids
17. computer graphics
10. What is your age? 18. Anthropology with Photography minor
19. advertising
1. 22 19. 29 20. Pilates/PTA
2. 21 20. 21 21. Student, Finance
3. 46 21. 21 22. Student (marketing)
4. 19 22. 22 23. Student - Art, Art History
5. 21 23. 20 24. Engineering
6. 22 24. 22 25. Student- Spanish and Anthropology
7. 24 25. 21 26. student - writing
8. 20 27. restaurant cook
9. 22 28. Student, journalism
10. 49 29. ux designer
11. 21 30. accountancy major
12. 21 31. teacher
13. 23 32. businesswomen
14. 21 33. International Relations
15. 21
16. 22
17. 21
18. 24
177
 Print Partnership Survey

Fresh Inc. is a student-run ad agency- part of a senior Capstone Campaign class at Mizzou. We are conducting primary
research to better understand how to develop a campaign for our client, ArtyApt. ArtyApt is an online business that provides
free, authentic, high-resolution pieces of art for customers to download and print online.
Printing venues will be available as links on the ArtyApt Web site, which connect customers with an online or offline printing
site of their choice. Our goal is to fulfill every consumer need for accessibility and convenience with this feature. Your answers
to this short survey will help us reach this goal.

1. What type of printing venue would better suit your needs:

an online printing venue that 19 59%

is linked to ArtyApt and ships
to your door

an offline printing venue, 13 41%

where you can still place
the order online, but then
can pick it up at your
convenience (ex. Kinkos)

2. Please explain your reasoning for question one.

1. it would be more convenient to have it shipped to my house

2. because everything is easier online.
3. I like putting in my order and then picking it up. I hate waiting for things in the mail.
4. I am not a photographer therefore I do not need printing needs that a Kinkos can fill.
5. I would rather have something delivered to my door than have to go pick it up.
6. I would like to be able to choose where I have it printed.
7. I would love to have prints delivered as I live out in the country now. It would be more convenient.
8. it sounds easier
9. I dont have to plan or take time out of my day to go pick something up.
10. I usually need my printing done relatively rapidly, so I cannot wait for regular shipping and could
not pay for expedited shipping.
11. its easier
12. more convenient and faster
13. Either would work. I guess it just depends on how fast i needed the printed material. If I had a couple
days to wait for it then Id use the cheapest
14. I dont like to have to go places if i dont have to, im busy
15. easiest if i dont have to remember where to go/find a location to pick up from
16. convenient
17. More convenient for it to be delivered straight to you
178 18. ease of use
19. I prefer to have things shipped directly rather than going to pick them up, as long as its the same quality as what I
would get at Kinkos
20. It would be easier to have the art come to me instead of trying to find time to pick it up.
21. I would rather have something delivered when I order online. If I wanted to shop for art in person,
I would want to buy it from a store and leave with it. The second option takes twice the amount of work.
22. because im lazy
23. Not at home very often, like to pick things up in case theyre messed up.
24. I would prefer that quicker service.
25. online=easy me=lazy
26. Id like to be able to talk to an associate and describe what I want my product to look like, as well
as actually seeing the paper selections in person.
27. I like to get the pictures quicker
28. I want it easy to add printing (and framing) to my art order.
29. delivery is very convenient!
30. More convenient and timely.

3. How much are you willing to pay for printing?

1. $20

addendum
2. not a lot
3. Not much.
4. For a poster size print no more than $10.
5. It depends on the size, trim, bleed, and weight of the paper.
6. Depending on the size, somewhere between $20-60
7. Less than a dollar per 4x6 Less than $5 per 8 x 10
8. it depends on the print. so, up to 100ish dollars
9. up to $1 for one sheet of full color pages
10. close to nothing
11. depends on the quantity...probably no more than $20
12. $1 ?
13. printing or for the total offer? for just the printing...? depends on the rest of the offer, like
how good of quality the printing is, the design of the piece, how fast its delivered...probably less than 10$ if not $5
14. i dont know..however much they charge me!
15. cheap, no more that 50
16. Depends on what I am printing
17. not much
18. No more than what I would pay at a Kinkos
19. $20
20. Less than $50.
21. what ever it takes for quality
22. minimal
23. This question is difficult to answer. Printing what material?
24. Not sure
25. Depending on the type of printing being done but cheap. 15 to 25 cents at the most
26. $20 179
27. Depends on the piece being printed...full color vs b/w, size, canvas vx paper or foamboard...
28. Lowest to going rate.
 4. Do you have a preference on paper quality?

Yes 13 41%
No 19 59%

Responses:

1. Good quality that looks like real photos

2. Poster quality.
3. 120 matte cardstock
4. High quality if Ill be paying for it.
5. the glossy kind
6. The kind of paper that is in good condition.
7. depends on the piece, but probably something thick...just good quality though
8. high quality paper
9. Something durable and aesthetically pleasing
10. Whatever best suits my needs
11. Depending on the situation. For resume paper, it needs to be thicker and better quality.
For signs and documents, lower quality paper is fine.
12. high quality

5. Please rank on a scale of 1 to 5, how important a framing option is to you.

(1 being more important, 5 being least important)

1. very important 2 6%
2. important 14 44%
3. neutral 12 38%
4. unimportant 3 9%
5. not at all important 1 3%

6. What sizing options would best suit your needs for printing off art?

1. standard poster sizes

2. not sure
3. Normal sizes of photographs like 4x6 or 5x7
4. 18 x 20, 24 x 40
5. 8.5 x 11, 11 x 17, 20 x 40
6. If I had to print it, a normal sized piece of paper. If I was picking it up somewhere, Id like it to be larger,
about the average size of a poster or larger.
180 7. 8 x 10 but would like larger options.
8. large sizes!
9. usually 11x17 pages is what I need, but it would be possible that I could need to print larger
10. A4
11. dont know
12. 8X10? I dont really know. Any size.
13. depends on what piece i want... but if i was ordering these i would probably order more
large scale than small scale (>18x22)
14. lots of options for dimensions (LxW), not just the typical 8x10, 5x7 and 4x6
15. poster, paper, and other common sizes
16. Not sure..
17. neutral
18. no idea
19. 12x12
20. As many as possible
21. 10x13 or larger, that would be nice because it is rare to find at other printing venues
like Walgreens photo etc.
22. 8.5 x 11
23. 2 to 3 wide and/or tall

addendum
24. smaller
25. Small as a standard picture to one large enough to put on a wall in a living room.

7. Are you already familiar with any online printing sites?

Yes 6 19%
No 26 81%

Responses:

1. Walgreens
2. Kinkos, The Print Place
3. (mainly for photographs) Walgreens, WalmartPhoto as well as blurbbook.com
4. Shutterfly and walgreens
5. AllPosters.com
6. Kinkos Office has online printing

8. Please list necessary requirements of a printing site that best fulfills your needs.

1. simple
2. Easy upload, quick printing time, easy pickup
3. Competitive prices, high quality, reliable, safe transactions.
4. Requesting a specific pickup time, competence in fulfilling printing specifications
5. inexpensive user friendly green friendly one that donates to schools etc.
6. ? 181
7. Options and accessibility
 8. cheap and easy
9. colored printer, scanner, photo prints
10. I dont use online printing sites
11. - convenient - fast - quality
12. Convenience, reliability, quality, price
13. Ability to view specific options/products
14. easy to navigate
15. Paper finishes (matte, pearl, glossy etc) Size options and low prices
16. Easy to use
17. Easy, reasonable cost, good quality
18. Easy to use.

9. Is an online printing link a good idea?

Yes 13 82%
No 5 18%

Responses:

1. Then you dont have to print it yourself.

2. If executed correctly could take business from the big printing companies.
3. There is too much market saturation. Your bigger competitors already provide online
printing and you probably dont have the money to offer delivery, which would be your
main only competitive advantage.
4. I dont like to print things off myself
5. ?
6. Because it would take too long
7. convenience
8. more convenient.
9. biggest competition is do nothing i dont know how much of a demand there is for something like this.
i myself love art but probably wouldnt go out of my way to use this service
10. If you can find a target audience that has a need for it
11. ease of acquiring
12. it offers convenience
13. It would be convenient.
14. get the word out
15. maybe, Ive never really used it, doesnt seem like it would be tremendously practical though.
16. Sometimes its inconvenient to have to go to the store and on certain sizes and
papers you cannot customize your print.
17. Quick
18. Impartial, it may be convenient but people might not really use it. I probably wouldnt.
19. Makes it a quicker process
182
20. Easy to get art/poster framed
21. Allows people to interact more.
10. Gender

male 11 34%
female 21 66%

11. Age 12. Where are you from? 13. What is your occupation?

1. 22 1. illinois 1. student
2. 21 2. colorado 2. student
3. 22 3. st. louis 3. student
4. 22 4. st louis mo 4. student
5. 21 5. St. Louis 5. Student
6. 21 6. Saint Louis, MO 6. Student
7. 33 7. Iowa 7. unemployed
8. 22 8. MD 8. Student
9. 22 9. Fort Collins, Colorado 9. Student
10. 23 10. Nashville, TN 10. Student

addendum
11. 23 11. south africa 11. student
12. 22 12. Colorado 12. Student
13. 22 13. Dallas, Texas 13. Registered Nurse
14. 21 14. fort collins 14. student
15. 20 15. st. louis 15. student
16. 21 16. Lisle, Illinois 16. student
17. 21 17. Illinois 17. Student
18. 21 18. Missouri 18. student
19. 20 19. st. charles, mo 19. student
20. 20 20. Jefferson City, MO 20. Student
21. 21 21. Female 21. Student
22. 46 22. Loveland Colorado 22. Accountant
23. 21 23. Cincinnati 23. student
24. 22 24. St. Louis 24. Student
25. 21 25. Chesterfield, MO 25. Student Research Assistant
26. 23 26. St. Louis 26. Election Board Clerk
27. 21 27. Chesterfield MO 27. student/strat comm major
28. 22 28. Illinois 28. Student- working for Pepsi after graduation
29. 22 29. Colorado 29. Student
30. 58 30. Kansas City 30. Strategic Alliances Manager
31. 22 31. Kansas City, MO 31. Student, Study Abroad
32. 22 Marketing & Student Manager, ORG
32. Server

183
 works cited
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We would like to give a special thanks to Kim Garretson and Janet Wear-Enloe for giving us this opportunity.
This campaign proposal was created by Fresh Inc. in May 2010 and is intended for Kim Garretson and ArtyApt.com.