Publicity channels and materials
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To make the competition a success and reach its intended audiences effectively, use a combination of publicity materials and channels adapted to different groups. Each channel serves a particular purpose and reaches a different audience. Here are the materials, channels, audiences and ways to use them:
1. Digital / online channels
a) Social media (Facebook, Instagram, TikTok, LinkedIn, Twitter, Pinterest)
- Audience: Young people, creators, artists, designers and anyone interested in culture and creativity.
- Purpose: Promote the competition, attract entrants and share updates about events and competition stages.
- Materials:
- Posts with attractive images and competition details: digital posters and infographics.
- Promotional videos, including tutorials or explanations of the judging criteria.
- Testimonials from local artists and personal invitations to young designers.
- Stories and posts about the competition's progress and community involvement.
- Why: Social media is an excellent way to reach young, creative audiences, interact directly with participants and build an active community around the project.
b) A dedicated website or page on partners' official websites
- Audience: Registered entrants, sponsors, partners and the wider public seeking formal details and official updates.
- Purpose: The main information and registration platform.
- Materials:
- Official competition details: rules, judging criteria, prizes and partners.
- An online entry form.
- A gallery of winning and shortlisted work.
- News and updates about competition events.
- Why: A website centralises official information and entries, providing a reference point for participants and sponsors.
c) Email marketing campaigns
- Audience: Professional designers, art schools, teachers, prospective partners and sponsors.
- Purpose: Establish direct contact with potential participants and strategic partners.
- Materials:
- Newsletters covering competition stages, deadlines and events.
- Personalised emails inviting sponsors and local partners to become involved.
- Why: Email is a personal channel for maintaining direct relationships with more specialised audiences, such as artists, design schools and sponsors.
2. Traditional channels
a) Posters and leaflets
- Audience: The local community, the general public, school pupils and young people who may be interested.
- Purpose: Promote the competition locally in places frequented by these audiences: schools, museums, cultural centres, libraries and cafés.
- Materials:
- Colourful posters with deadlines, prizes and entry requirements.
- Leaflets with more information about themes, prizes and registration.
- Why: Physical materials catch attention in busy public places, including schools and museums. They complement online publicity with a visible community presence.
b) Press releases in local newspapers and cultural magazines
- Audience: The wider local public, sponsors, local authorities and people interested in art and culture.
- Purpose: Announce the launch, updates and results.
- Materials:
- Official press releases about the launch, judges, partners and prizes.
- Articles in art magazines or cultural publications exploring the competition's themes and aims.
- Why: Local newspapers and magazines still reach a significant part of the population, including people interested in cultural events who may not use social media.
c) Outdoor posters and banners
- Audience: The general public, passers-by and local residents.
- Purpose: Increase the competition's visibility in the community.
- Materials:
- Large posters and banners in strategic locations — squares, schools, libraries and the town hall — with concise competition details, the registration website and the theme.
- Why: Outdoor posters and banners reach a broad audience, including those who do not follow online channels, and can spark interest in the event.
3. Events and direct promotion
a) Launch events and creative workshops
- Audience: School and university students, local artists, creative young people and anyone interested in art and design.
- Purpose: Build enthusiasm and provide an interactive setting for participants to learn and become actively involved.
- Materials:
- Creative workshops in schools or cultural centres, led by artists or design teachers, introducing the basics of graphic design.
- An official public launch with judges, sponsors and special guests presenting the project's purpose and objectives.
- Why: Live events create a direct connection with the community and allow interactive, engaging publicity.
b) Collaborations with local influencers and well-known artists
- Audience: Creative young people, designers and active social media users.
- Purpose: Attract young, creative audiences and encourage interest and participation through recommendations from influential local artistic figures.
- Materials:
- Videos and social posts in which local influencers or artists discuss the competition and invite people to enter.
- Why: Local influencers and artists have an engaged audience and can generate interest and enthusiasm through their recommendations.
c) Collaborations with art schools and universities
- Audience: Art students, young designers and visual arts teachers.
- Purpose: Encourage participation by young creators, providing a practical educational platform.
- Materials:
- Presentations at art schools and faculties about the competition, its criteria and opportunities.
- Promotional materials — posters and leaflets — distributed on campus.
- Why: Direct school and university involvement brings motivated entrants, offering opportunities to develop a portfolio and become known.
Audiences for each channel
- Creative young people and designers: Social media, email marketing, art schools and local influencers.
- The wider local community: Posters, leaflets, outdoor displays, press releases and banners.
- Sponsors and partners: Email marketing, press releases and launch events.
- School and university students: Art school partnerships, creative workshops and social media.
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