GAINESVILLE FINE ARTS ASSOCIATION

Interactive Art Experience

Dongle Agency

Christina Yi
Lisa Lu
Kendall Williams
Michael Ortiz
Matt Brooks
Awurama Acquah

Agenda/Table of Contents
1.

The Situation/The Challenge

2.

Target Market

3.

Target Personas

4.

Key Findings & Insights

5.

Big Idea: RUCKUS

6.

Strategies

7.

Why this works?

THE SITUATIONS & CHALLENGES

Creating a reputation for The Gallery
Increase awareness and attendance
Changing the perception of what an art gallery can offer
Maintaining attendance

TARGET MARKET
students or young professionals aged, 18-25, specifically

Target Personas
Maria

Darian

Ivan

Kim

Primary Research: Phone Interviews

What gets you off your couch and out of the house?
Do you like art?
What kind of art do you like?
Do you visit galleries?
What galleries do you know of in Gainesville?
What would make you go to an art gallery?

Secondary Research: see appendix

Key Findings:
The audience audience is more likely to go to a gallery that is more interactive and
experiential.
The audience is looking for a space where they can socialize and hang out.
The audience likes experiencing art combined with something else (ex: music, food,
drinks).

Insights:
Our audience is interested in discovering new places to share on social media or
to spend time with their friends
Our audience expresses themselves through brands they can identify with
Our audience likes experiencing art combined with something else (ex: music, food,
drinks).

THE BIG IDEA

A disruptive art
experience that
ignites the Gainesville
art community

#RuckItUp

APPROACH
Campus
RUCKUS
Event

RUCKing
it up
Gainesville
RUCKUS
at The
Gallery

The Campus RUCKUS Event

1. Recruit College Campus Ambassadors (CCA) from UF and Santa Fe
2. Host and promote RUCKUS at the lawn
3. Consent form
4. Bring in a local artist to moderate event with CCA
5. Let students smash junk, make it into art
6. Take photo of final art piece
7. Upload onto Instagram, #RuckItUp
8. Tell participants to come to the event at the GFAA Gallery to see their
work on display

https://
www.youtube.com/
watch?v=AcEXcGM_K7s

RUCKUS at The Gallery

Host a night party at The Gallery

Mingling/networking with people of similar interests

Live music with local Gainesville DJs (i.e. Over Easy Creative)
Pop-up art corner: DIY graffiti fine art poster (show picture example)
Showcase the unique and repurposed art using 2 different projectors

RUCKING it up all over Gainesville

1.

Allow a new artist every month to create their own piece of art
that is true to the theme of RUCKUS.

2.

Pick a different local artists every month

3.

CCAs work with volunteers to find artists to create art in several

areas around Gainesville.

4.

Leave the theme open to interpretation of artist

5.

Tag art with #RuckItUp

Why we love this

Gets both Sante Fe and University of Florida students involved
Allows anyone to be an artist
Creates an interactive, memorable experience
Involves social media engagement
Drives people to visit the GFAA Gallery to see their own art
Keeps Gainesville weird

Thank You!
Questions?