Craft
Center Marketing Plan
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Name: |
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OSU
Memorial Union Craft Center |
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Organization
Identity:
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The
M.U. Craft Center strives to be a quality, affordable
arts & crafts facility, where members can
develop, explore & enhance their creative
endeavors.
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Organization
Positioning:
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Position:
The Craft Center is a well equipped crafts facility,
providing a wide variety arts and crafts instruction,
equipment, tools & studio space, that is open
to all students.
Benefit:
The Craft Center provides an alternative opportunity
and in many instances the only option on campus,
for students to learn or further develop their
skills in fine arts & craft techniques. (Note:
most of the courses offered through the Art Dept.
are closed to non-majors.)
Position: The Craft Center offers non-credit classes
with skilled Instructors, in a friendly and relaxing
atmosphere.
Benefit:
Members are free to explore, grow at their own
pace and learn in a stress-free environment. Members
have the opportunity to socialize and become part
of a creative community here on campus.
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Marketing
Goals:
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Goal:
We would like to service more students and make
them aware of this wonderful creative resource
they can take advantage of.
Measurement: An indicator as to whether
or not we meet this goal would be reflected in
an increase in the number of student memberships
and involvement.
Goal:
It is important to the future of the Craft Center
to retain it’s current members and attract
new membership by providing an overall positive
experience through quality instruction, customer
service, attractive class offerings, new offerings
and a safe and adequate facility with which to
work.
Measurement: Membership evaluations/surveys
that target these specific areas, offer us the
opportunity to gage how the craft center is doing,
along with opinion cards. These two indicators
are in practice and will be recorded each term.
Primary:
OSU students who wish to pursue their artistic
and creative interests and/or make affordable
hand crafted items, would find the Craft Center
attractive. The Craft Center’s warm environment
also provides an excellent opportunity for socialization,
friendships and involvement in a diversified community.
Secondary:
OSU faculty & staff would find the Craft center
attractive for the same reasons outlined above.
Tertiary:
Community members from the greater Corvallis area
would also find the Craft Center
Attractive for the reasons stated above.
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Marketing
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Target
Market: OSU Students
Channels: Craft Center catalog, 5,000 to
10,000 circulated each term.
Channels: Mailing list of 700 current &
past members, catalog mailed out
Channels: Craft demonstrations & information
booth with craft samples, set up in the Quad or
the Memorial Union (Note: these are high pedestrian
flow areas).
Channels: Display cases with visually attractive
samples in the Memorial Union & the Craft
Center.
Channels: Display cases with large posters
in Memorial Union, (set up for two week intervals
prior to start up of new classes, events or programs.)
Channels: Tours and mini-workshops for
Odyssey classes, intended to inform new students
about the many resources on campus.
Channels: Mini- workshops, displays and
presentations about the Craft Center for OSU student
groups and organizations,( by arrangement.)
Channels: Promotional craft workshops as
part of SOAR, annual free tie-dyed T-shirt event
to attract new student.
Channels: Lonesome Pottery Sale, held each
term in the Memorial Union Lounge features work
from the Craft Center’s Ceramic & Glass
programs. This is a promotional event to draw
attention to the Craft center and it’s programs
as well as a revenue source to support operations
and offer new programs.
Channels: Visiting Artist Series of slide
lectures and/or demonstrations, to bring attention
to the arts & crafts being created in the
Pacific North West and to give students the opportunity
to meet professional artists, see their work &
be inspired by it. (Potential for collaboration
with student cultural groups)
Target
Market: OSU Faculty & Staff
Channels: On-campus mailing list, 5,000
catalogs circulated each term.
Channels: Email notification of special
events.
Channels: Many of the channels listed above
for OSU students also are channels for OSU faculty
& staff.
Target
Market: Corvallis community members (who bring
diversity into our Craft Center community &
revenue to help support our operations).
Channels: Catalogs distributed around town
each term.
Channels: mailing list, catalog mailed
out each term to current members.
Channels: The Annual Holiday Market Place,
a craft fair sponsored by the Craft Center that
features work from Pacific North West artists,
draws attention to the Craft Center as an outlet
for creative expression and learning. |
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The
aim of marketing is to make selling superfluous. Its aim
is to know and understand the consumer so well that the
product or service fits their needs and sell itself.
-Peter Drucker
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