A participant-observation case study of a promotional campaign developed and implemented for a temporary, nonprofit ceramic art exhibition. The subject is introduced through a review of both theoretical and practical research examples centered on marketing and public relations for arts and cultural attractions. The present study offers a descriptive and evaluative analysis of the campaign's promotional strategies and tactics. Strategies discussed include promotional objectives, prospective audiences, assessment of available resources, and scheduling and implementation. The tactics include direct mail and email delivery of press releases, promotional materials, and the use of social media. Findings demonstrate that publicity generated primarily was derived from a combination of personalized email communications and timely, unique press releases.
Department, Program, or Center
Department of Communication (CLA)
Bodnar, Steven, "Getting attention for a ceramic art exhibition: A Case study of a nonprofit’s promotional campaign" (2012). Thesis. Rochester Institute of Technology. Accessed from
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