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Lina Lin
一朝風月 禪思慧語書印展_企劃
一朝風月 禪思慧語書印展_企劃
一朝風月 禪思慧語書印展_企劃
By
Lina Lin
推廣人員
・
Taipei, Taiwan
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展期與地點:2019/5/4~5/24 友生昌藝術空間 參展書印家:陳坤一、林隆達、蔡明讚、杜忠誥、李螢儒、柯詩安、杜三鑫 一、目標: 利用書法與印章,兩者可單獨欣賞也可相互呼應的特性,同時作為主體展出,再加上客群廣大的宗教——佛教,作為創作主題,企圖以此內容打破書印的小圈子,吸引更大的客群。 【目標客群】 30-60歲,書法、篆刻愛好者,或喜愛佛語、心經之收藏家。 【主要目的】 1. 增加藏家名單,拓展客戶資源,以便後續策辦展覽,有藏家名單可邀約前來看展收藏,提升作品成交率。 2. 站穩策展方面的品牌形象,提升與知名藝術家或藝術單位合作機會。 二、市場分析 1. 根據2016年統計,台灣2340萬人口中,有35%是佛教徒,相當於有819萬的佛教信仰人口,其比例顯現佛教人口之多。 2. 比起書畫、西畫、藝術家回顧展覽來說,書印展覽雖較少,卻可以展覽「主題的稀有性」以及「中華文化之復興」作為宣傳著重點。 3. 友生昌為書印買賣大家,除了有展覽空間,其掌握人脈資源充足,可借用他們的藏家資源,來為展覽增加收益、拓展人脈。 三、宣傳對象範圍 網路平台:FB、LINE@、Email使用者 報章媒體:中國時報每週日C7藝術典藏圈刊登、書法教育月刊合作 實體空間:友生昌藝術空間 四、實施方式 1. 書印家邀集,並商談展售分成。若由書印家自行裱褙,以展售三七分,反之則為四六分。 2. 找尋同藝文同好媒體平台作為宣傳露出,如:書法教育月刊、中國時報。網路平台,則以長歌FB粉絲專頁、書印同好社團、LINE@、EDM作為宣傳管道。 五、實施期間 2019/3~2019/5 六、執行項目 (一) 前期規劃 預算羅列、書印家邀請、作品徵集。 參展書印家:陳坤一、林隆達、蔡明讚、杜忠誥、李螢儒、柯詩安、杜三鑫 (二) 媒體宣傳 1. 與書法教育月刊合作,刊登封面展訊與廣告頁,打入書印同好者宣傳。 2. 建置官網活動Landingpage,安排FB、LINE@、EDM宣傳排程,包括展訊預告,知識性專文預設(藝術家介紹、延伸閱讀文)。 3. 電子/實體邀請卡製作,寄送給重要藝文單位、藏家客戶,展現長歌對客戶之看重與尊重,提升重要客戶到場率。 (三) 視覺輸出排程 展場勘查,討論主視覺呈現方向、展場規劃,並與廠商敲定輸出時間。 (四) 延伸活動規劃 1. 相關講座活動策畫,延伸展覽的知識深度。 2. 增加看展者的黏著度。 七、所需經費 項目:裱褙、文宣輸出、媒體宣傳費用(LINE@、FB廣投放、中時藝術典藏圈、書法教育月刊)、講座場地租借、人力行政規劃,整體活動預估50萬元。 八、預期效益 1. 作品成交量達三成。 2. 一般客戶、藏家名單增加。 3. 扎穩長歌策辦展覽與活動的品牌形象 4. 官網流量提升5%、FB粉專/LINE@粉絲量增加五成。
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Lina Lin
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Published: Mar 1st 2020
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