← Strategy matrix

Goal 2 · Project-based (campaign 1–2 months before/during exhibition)

Promoting a specific exhibition (campaign)

Unique exhibition concept, transformative experience, temporal exclusivity (here and now).

Rationale (why)

Unlike building presence, an exhibition is a project with a clear start and end. The goal is conversion: getting people to arrive at a specific place at a specific time.

Action plan (how)

  1. PR timeline (four weeks ahead): write a formal press release — concept, curatorial text, venue, time, short CV, link to press kit. Send to local and art media.
  2. Digital campaign (two weeks ahead): create a Facebook event. Run targeted paid advertising with geographic radius (e.g. 20 km around the venue) and culture-related interests.
  3. Offer formats: the opening is a social occasion. For art lovers, organise a guided tour with the artist.

Target audience

Existing audience, local art lovers, neighbourhood community, culture-minded public, art critics.

Key channels & tools

  • Facebook Events / Meta Ads (local targeting)
  • PR (press release for local and art media)
  • Printed invitations and catalogues
  • Opening night and guided tours

Key activities

  • Preparing and distributing a press release to journalists four weeks ahead.
  • Launching a paid local campaign two weeks ahead.
  • Staging the opening as a social event.
  • Organising guided tours for schools and the public.

Success metrics

  • Total exhibition attendance (physical).
  • Media coverage (reviews, reports).
  • Confirmed RSVPs on the Facebook event.
  • Works/catalogues sold directly at the exhibition.

Recommended cadence

Project-based (campaign 1–2 months before/during exhibition)

Example in practice For a solo show, create the event a month ahead. Two weeks before the opening, begin publishing teasers — details of works that will be shown without revealing them whole.

Other strategic goals

Goal 1 Visibility Goal 3 Collectors Goal 4 Institutions