Promotional Strategy - Second Draft

Promotional Strategy Pitch to Donors – Second Draft


The King Edward Residency & Art Agency (also known as KERAA) is a new and upcoming institution which supports and promotes Canadian artists. Our facilities and high level services are dedicated to professional and new emerging artists, who required studio space, residency and a career building experience.

While the costs to maintain and keep the institution running may be high, a majority of our income will come from program and residency fees. KERAA will also have ten scheduled exhibits and shows within the year to promote and raise money for charitable programs as well as a portion of the money going into our residency. Artworks are also available for leasing as well, to large corporate offices and organizations, to have our artists work featured in their buildings.

As it is the first year for KERAA, advertising will play a significant role in promoting and getting awareness out there for our institution. We separated our advertisements into two categories, advertising for the residency and advertisements for the featured artists. When advertising for the residency, we will use public, outdoor advertisements such as billboards, public benches and bus stop shelters. By placing our advertisements in urban areas, so our demographics will appeal to business corporations, artists, local communities and will be acknowledged by the heavy traffic flow in the cities. There will also be television, radio and online advertisements as well, to promote the residency to a much broader and further audience across the country.

For the advertisements that feature our artists, we will promote them more strictly in art inspired magazines such as Avenue Calgary, CanadianArt, Galleries West and Calgary Culture. These magazines and prints play a significant role because they are aimed towards an early audience based on the proximity and region of KERAA.