Strategic Plan For Managing An International Arts Photography Project For Cardiovascular Risk Awareness

Situational analysis

The report is prepared to focus on the strategic plan for managing an international arts or cultural event. Here the strategic plan for the PR campaign of the project will be prepared related to the arts photography project. The arts event will be arranged to make people aware of the cardiovascular risks in actual lifestyle through the event comprising of photographs that can describe about the heart and stories revolving around it related to the people. The situational analysis would be done with the use of SWOT analysis that could demonstrate the strengths, weaknesses, opportunities and threats that might be experienced while managing the arts photography project at Ireland (Costello 2012).

Progetto Cuore is the name of the arts event that has been arranged to attract huge number of people and make them aware of the cardiovascular risks in daily life and those can be overcome with early precautions. One of the major strengths of the event could be the photographs that would capture every heart and tell the stories of people about whether their heart is healthy or not. The event has the capability to attract huge numbers of people because nowadays people are becoming more health conscious and want to live a healthy life by staying away from any heart related diseases (Lopes 2012). The event would create major scopes for them to understand their bad habits, try not to repeat those for maintaining a stable heart, and ensure proper flow of blood all through the body. Many artists would also be able to promote their talents and skills and allow the health care organizations to raise awareness among people too.

One of the major weaknesses could be the lack of enough budget and time to engage all the people together to become a part of the event. The location might not be effective, which could create difficulties for the audiences to visit the event and understand its benefits.

There would be numerous scopes and opportunities for the artists and photographers who would present their skills through expressing people’s response and heart conditions through photographs captured at different stages. The beautiful photographs captured and exhibited at the event would also be sold and could even be used for portraits, fashion, health awareness photographs at health care organizations (Eriksson and Emmelin 2013). The photographs promoted at the event could also be the cause of online advertisements that should create awareness among people regarding the bad habits that must be stopped to keep a healthy heart.


Due to the immense competition in the photography business, time could be major factor, which should be considered for managing the event by adding some extensive differentiable features to the event. The changes in technology and trends could also make it inconvenient to manage the event properly. So, it would be essential to make sure that the photographs possess something unique and expressive that could make people aware of the cardiovascular diseases related to the daily activities and decide about what to carry on and what to stop (Khaw 2012).

The actual goal of the arts photography event arranged at Ireland would be to improve the quality of life by making people become more aware of the cardiovascular risks that might be associated with the daily activities.

There are specific segments of audiences whom are targeted for becoming part of the event, so that the health awareness can be successful as well as the talents of artists will be praised by everyone. The targeted audiences could include artists, photographers, arts graduate students and people interested in cultural matters.

The tools and techniques used to attract these audiences are social networking websites where the event could be promoted to rouse interest among t he audiences. There are websites related to the event where people can even book tickets as well as gain information about the various programs that will be included in the arts photography event (Castronovo and Huang 2012).

Other targeted audiences should include the upcoming photographers not only from Ireland but also from other parts of the world and even the popular Irish photographers like Ross McDonnell, Richard Moose, Jack Caffrey. These popular guests would not only enrich the event’s innovativeness but could also draw in more audiences. Many of the people who had experienced cardiovascular diseases during the past few years would likely to become part of the event along with the health conscious customers (Korda and Itani 2013). They could be invited through direct mails or through social media websites. Press releases should be arranged along with posters and promotional videos that would show few of the captures done by photographers. The health conscious customers would likely to become part of the event to know about healthy living habits and how their heart could be kept healthy and many other cardiovascular risks could be stopped (Andreasen 2012).

The target media is needed to be identified to manage the public relations and ensure successful event management. Few target media that could be used include local newspapers where the features of the event and location should be displayed and the necessary options available to purchase the tickets. Local magazines, radio and televisions could be used as effective target media platforms. The spreading of information and messages about the event could be done online as well for making audience influenced to become a part of the event (Julia et al. 2014).


Marketing is the promotion and sell of a particular product offered by the organisation. It focuses on the communication process the organisation adopt for communicating its products to the target customers. The activities according to Armstrong et al (2015) is not only limited to the promotion of the products and services to the customers by involves way beyond it. This ranges from the need identification of the product or service being delivered to positioning the product accordingly in the market to gain maximum desirable attention from the target customers. The primary concepts of marketing are as follows.

This concept in marketing identifies the need of the product being delivered and modification of the same according to customers’ need. This can be considered as the first step towards marketing. The marketer in here is involved in identification of need of the customers, which helps them in taking necessary approaches to market the product satisfying the need.

Segmentation and targeting in marketing involves the identification of the target customers through market segmentation and targeting the same. The companies mostly use the STP tool that stands for segmentation, targeting and positioning to identify and address the target population in a particular market (Pyo 2015). This project will implement this for segmenting the population in various groups that will help targeting particular segments with related needs for the event.

Major interest of marketing is to communicate the products or services to the customers. Hence, as put forward by Holliman and Rowley (2014), it is of primary need for the marketer to develop quality content for communicating value to the customers. The authors considered this as one of the important concept of marketing as it helps determining the impact of promotion of the product. Greater quality of the content will help attracting greater attention from the customers.

Branding as proposed by Richards (2015) is the creation of brand image in the target market segment. It is also a primary concept of marketing as increased brand value helps attracting greater audience interested in the project.

Positioning, lastly, as identified by Sirianni et al (2013) is the concept that communicates where the product is place in the market. For example, the art photography project is likely to attract the students of arts and the students interested in heart disease to whom it will communicate the knowledge. Hence, this requires the marketers to position the event accordingly to attract the interested audience for the event.


A number of strategies are important that needs to be adopted for satisfying the marketing needs. It is important for the marketers to follow the steps accordingly to gain success in marketing.

Media outreach is the first strategy required that helps identifying potential media necessary for marketing to target the appropriate audience. It is the identification process of desired media outlets, which will help better communicating the event to the customers (Griffin and Taylor 2013). The strategy in this case will help identifying the digital promotional platform necessary to communicate the message to the students of IADT, student of Arts and the students of cardiology. These platforms can be social networking platforms, email or SMS marketing, promotional video marketing, blogs and many more.

Press release is another influential strategy commonly incorporated by the event organisers for notifying the target customers of particular events. As put forward by Mata and Quesada (2014), press release is the official declaration of the launch of particular product or event. This can take various mediums in digital marketing such as e-newspaper or video conference that helps notifying the particular date and venue of the event to the customers. The project can utilise this for officially notifying the details of the event such as venue, time schedule, duration, works showcased and major participants to the target audience

Editorial is closely related to the content marketing strategy and can be considered as the same, which communicates using web-friendly content and interactivity on platforms. Companies using this marketing strategy develops content for driving traffic, engage with the audience, and spur conversation (Parente and Strausbaugh-Hutchinson 2014). It can be considered as the roadmap for using various resources, tools and contents for meeting the online objective. This strategy incorporates five steps that can bring success to the editorial marketing, which are as follows.

Define target audience – identification of the appropriate audience for the content

Communication of mission statement – Next is to propose the purpose of the event and the deliverables in the same.

Design of the Content – This involves the quality of the content that will grab attention of the target population.

Mode of Promotion – this is the medium of communicating the content. Content for this particular event can be communicated thorough social networking web pages due to its easy accessibility to the target market. Moreover, email marketing, SMS marketing, webpage and blog marketing will also be useful for this case


Measurement –This involves measurement of the exposure received by the content and both the positive and negative appreciation received.

Social media marketing strategy is the use of social media for promoting and developing public relation. Public relation as defined by James and Rajendran (2013) is the practice communication management between organisation and target audience for sharing mutual benefits. Use of social media can help the marketer develop public relation focusing on particular events by highlighting the deliverables of the event.




Time assigned

Event Planning

This is the planning process of the art and photography event

1 month

Resource Accumulation

Gathering of the resources from various sources

2 months

Sponsorship collection

Approaching different organisations for collecting sponsorship for the event

2 months


Implementation of marketing plan.

3 months

Resource allocation

Distribution of resources accumulated for organising the event

1 month

Ticket distribution

Selling of the tickets for the event

15 days


Actualisation of the event

5 days



Estimated Expenditure

Digital marketing Expenditure


Ticket printing


Gallery Rent



Andreasen, A.R., 2012. Rethinking the relationship between social/nonprofit marketing and commercial marketing. Journal of Public Policy & Marketing, 31(1), pp.36-41.

Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson Education.

Castronovo, C. and Huang, L., 2012. Social media in an alternative marketing communication model. Journal of Marketing Development and Competitiveness, 6(1), p.117.

Costello, D., 2012. Automat, Automatic, Automatism: Rosalind Krauss and Stanley Cavell on Photography and the Photographically Dependent Arts. Critical Inquiry, 38(4), pp.819-854.

Eriksson, M. and Emmelin, M., 2013. What constitutes a health-enabling neighborhood? A grounded theory situational analysis addressing the significance of social capital and gender. Social Science & Medicine, 97, pp.112-123.

Griffin, M. and Taylor, T.I., 2013. Of fans, friends, and followers: Methods for assessing social media outreach in special collections repositories. Journal of Web Librarianship, 7(3), pp.255-271.

Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing, 8(4), pp.269-293.

James, S. and Rajendran, L., 2013. Effect of public relation on customer loyalty with special reference to e-commerce portals. Journal of Multidisciplinary Research, 5(2), p.87.

Julia, L., Cortina, R., Grundback, J., Serghine, M. and Le Nerriec, Y., Qualcomm Inc, 2014. Media delivery system and method for transporting media to desired target devices. U.S. Patent 8,787,164.

Khaw, L., 2012. Mapping the process: An exemplar of using situational analysis in a grounded theory study. Journal of family theory & review, 4(2), pp.138-147.

Korda, H. and Itani, Z., 2013. Harnessing social media for health promotion and behavior change. Health promotion practice, 14(1), pp.15-23.

Lopes, D.M., 2012. Afterword: Photography and the “Picturesque Agent”. Critical Inquiry, 38(4), pp.855-869.

Mata, F.J. and Quesada, A., 2014. Web 2.0, social networks and e-commerce as marketing tools. Journal of theoretical and applied electronic commerce research, 9(1), pp.56-69.

Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning.

Pyo, S., 2015. Integrating tourist market segmentation, targeting, and positioning using association rules. Information Technology & Tourism, 15(3), pp.253-281.

Richards, G., 2015. Food experience as integrated destination marketing strategy. World Food Tourism Summit in Estoril, Portugal, 10, p.2015.

Sirianni, N.J., Bitner, M.J., Brown, S.W. and Mandel, N., 2013. Branded service encounters: Strategically aligning employee behavior with the brand positioning. Journal of Marketing, 77(6), pp.108-123.

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