2019-739-E Arts - OC Artists Guild arts grant

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DocuSign Envelope ID:405B9DD2-9CEE-4D13-B934-841924A14A79 Project Goals Our goal is to expand our outreach, increase awareness and promote participation in the Orange County Open Studio Tour by arts patrons across the state. The proposed radio plan will increase the reach of our messaging by 75,000 listeners in Charlotte and Wilmington areas. This plan combined with Facebook support will direct users to the Tour website where they can request a printed map, download a brochure and map and plan a day trip or weekend visit to Orange County. Audience Description The OCAG Open Studio Tour is a kid-friendly, free and open to the public event. OCAG seeks to expand our radio promotion to reach an estimated 75,000 additional NPR listeners in Wilmington and Charlotte, expanding awareness of the tour to these key areas of our state. Listener racial and cultural estimates are 9% black, 4% Hispanic, 75% not Black or Hispanic and 12%from NPR. Half of the persons listening at any given time are between the ages of 36 and 60. Over 50% have a graduate degree and 70% have a college degree. The listener base is culturally active being 11% more likely to visit art galleries or museums than the general population. They are also explorers who are 65% more likely to take 3+ personal trips per year. Additonally, in order to reach a broader demographic OCAG places ads on Facebook. The Guild has found that with exception of people over the age of 65, more than half of Americans in every age group say they are on Facebook. Aside from YouTube, no other social channel has such a broad take-up range across age groups. Facebook users are 53%female and 47% male. Of this 88%are of age 18-29. In the United States, Facebook is most popular with millennials. 73 % of U.S. adults who identify as Hispanic say they use Facebook, versus 70 percent black and 67 percent white.