Color Outside the Lines
Intro
Artec has been the heart of Panama City's art supply scene since 1982, offering unparalleled quality and selection. Despite its legacy, Artec seeks to broaden its appeal and modernize its digital presence to connect with more art enthusiasts.
Problem
Many potential customers, especially hobbyists, find the art world and Artec’s professional image intimidating. This perception, alongside a disjointed digital presence, hampers Artec's ability to attract a wider audience.
Response
Artec's "Color Outside the Lines" campaign encourages everyone to explore their creativity, making art accessible and welcoming. Through revitalized social media, engaging in-store experiences, and community-building events, Artec aims to become a hub for all art lovers, inviting a new wave of creatives into its fold.
Process
Concept Statement
The "Color Outside the Lines" campaign invites everyone, especially non artists, to explore their creativity without fear. It's about breaking down the barriers that make art seem exclusive or daunting. We're spreading the message that art is an adventure anyone can embark on, no matter their background or experience.
Objective
The goal is to shine a spotlight on Artec as a supportive and inspiring place for budding artists and hobbyists. By emphasizing that art is a form of personal expression open to all, we aim to attract a diverse group of new customers.
Opportunity
In a world where people crave genuine, hands-on experiences, Artec stands out as a beacon of creativity and exploration. This campaign taps into the growing desire for meaningful hobbies, offering a unique opportunity to engage with art in a personal and impactful way.
Target Audience
Key Demographics
Age: 20-30 years old, of all genders
Education: From high school graduates to university students and beyond
Occupation: Diverse
Location: Panama City and surroundings
Income: Moderate, with a budget for hobbies and personal enrichment
Key Psychographics
Have a strong interest in art, design, and creativity, regardless of professional training
Seek ways for personal expression and value individuality
Comfortable with digital technology and active on social media platforms
Look for engaging activities and value experiences over products
Challenges
Feeling intimidated by professional art supply stores and materials
Balancing the desire for quality art supplies with budget constraints
Finding time and inspiration for artistic endeavors amidst a busy schedule
Seeking more inclusive and less intimidating art communities