Watershed Artworks Gallery opened its doors in 2011 after the closure of the North Delta Arts Council due to financial constraints. Left with a collection of over a hundred artworks, the City of Delta sought a solution for the future of these pieces. A group of local artists decided to take ownership of the artwork and establish a new, artist-run, non-profit gallery—now located within the North Delta Recreation Centre. Since its opening, the gallery has been entirely volunteer-run, supporting local artists and providing a platform for community engagement through art events and classes.
PROJECT BRIEF:
Part 1: To analyze data from Google analytics and Search Console insights and provide recommendations on improving audience retention online. This includes making an audit of the website including SEO score, page speed, text and visual content, and UI/UX.
Part 2: To suggest and implement improvements to website UI, social media content strategy, gallery events, & art classes. This includes making small to somewhat significant website and branding changes to modernize and bring the brand's presence across channels up to date.
SOCIAL MEDIA UPDATES
INSTAGRAM:
Updated bio from blank to a brief and straight-forward introduction to new visitors and existing followers.
Added highlights to warm up visitors to events and programs they may be interested in.
Updated bio from blank to a brief and straight-forward introduction to new visitors and existing followers.
Added highlights to warm up visitors to events and programs they may be interested in.
IDENTIFYING OLD TEMPLATE ISSUES:
1. Graphics covered up most of the artwork and used all three logo colors in full capacity.
2. The old template was used in red, blue, and yellow colors
3. The logo placement in a strange spot and overall design very outdated
4. The caption provided no information on the art and the artist
5. Excessive use of hashtags and no interaction with the posts
1. Graphics covered up most of the artwork and used all three logo colors in full capacity.
2. The old template was used in red, blue, and yellow colors
3. The logo placement in a strange spot and overall design very outdated
4. The caption provided no information on the art and the artist
5. Excessive use of hashtags and no interaction with the posts
OVERALL UPDATES:
1. Introduced brand color usage effectively to ensure social posts resonate with visitors
2. Designed a group of templates in photoshop that seamlessly integrates a diverse range of 2d and 3d artworks
3. Conducted product photoshoots of artworks that highlight the best and unique features of the artwork while maintaining an online library of photo assets
4. Updated post description to include content that provides vital information on the artwork on display to provide users context and encourage engagement
5. Removal of excessive hashtags on social media posts and adding alt text to all images
6. Introduced reels and stories for event behind the scenes, artist processes, and upcoming classes wherever possible
7. Introduced event specific posts i.e. new fall art classes, and studio tours
2. Designed a group of templates in photoshop that seamlessly integrates a diverse range of 2d and 3d artworks
3. Conducted product photoshoots of artworks that highlight the best and unique features of the artwork while maintaining an online library of photo assets
4. Updated post description to include content that provides vital information on the artwork on display to provide users context and encourage engagement
5. Removal of excessive hashtags on social media posts and adding alt text to all images
6. Introduced reels and stories for event behind the scenes, artist processes, and upcoming classes wherever possible
7. Introduced event specific posts i.e. new fall art classes, and studio tours
TEMPLATE UPDATES:
1. Emphasis on artwork where the post highlights unique features and artistic style
2. Logo moved to the right corner where brand visible but not overpowering
3. A red bubble with an updated font arrangement that shows the artist name
4. Use of Instagram carousel to highlight multiple special features of the artwork
2. Logo moved to the right corner where brand visible but not overpowering
3. A red bubble with an updated font arrangement that shows the artist name
4. Use of Instagram carousel to highlight multiple special features of the artwork
VIDEO PRODUCTION FOR SOCIAL MEDIA:
Type 1: Showcasing new products and events while highlighting key features.
Type 2: Sharing processes and behind the scenes of artwork processes.
Type 2: Sharing processes and behind the scenes of artwork processes.
Goal: Gain audience trust by sharing valuable knowledge from art professionals while showcasing finest works from artists to increase community awareness and attract buyers.
Note: The raw videos of artwork processes were shot by the respective artists. My role in artwork processes was to clean up footage, edit videos, compose frames, add impactful audio, and launch the campaigns. However, I independently shot the product videos using DJI gimbal and edited them in Adobe After Effects.
ARTWORK PHOTOGRAPHY & DESIGN ASSETS LIBRARY
Introduced artwork photography and maintaining a cloud catalogue of all artist work and other design assets for easier accessibility, organization and maintenance. The artwork photography would now focus on highlighting features and uniqueness that each artwork piece boasts. The photographs once cleaned up can be used for designing promotional materials and digital campaigns.
WEBSITE OPTIMIZATION
1. Redesigning the website aesthetic by introducing modern typography, colors, and relevant high quality images from previously organized events, reflecting the vibrant and artistic nature of the gallery
2. Improvising the navigation structure of various elements on the website to ensure a seamless and engaging experience for website visitors, making it easier for them to find vital information about events and installations
3. Developing social influence of the gallery by linking to press releases, showcasing awards won by the gallery, and integrating social proof to highlight the gallery's achievements and community involvement
4. Using insights from Google Search Console and Google Analytics data to enhance SEO, improve impression rate, and online visibility across search engines
5. Revising and rewriting influential ad copy to promote and communicate Watershed Artworks Gallery's brand message clearly
6. Analyzing user behaviour using heatmaps and make suggestions to improve user click through, bounce rate, and improve
user retention
2. Improvising the navigation structure of various elements on the website to ensure a seamless and engaging experience for website visitors, making it easier for them to find vital information about events and installations
3. Developing social influence of the gallery by linking to press releases, showcasing awards won by the gallery, and integrating social proof to highlight the gallery's achievements and community involvement
4. Using insights from Google Search Console and Google Analytics data to enhance SEO, improve impression rate, and online visibility across search engines
5. Revising and rewriting influential ad copy to promote and communicate Watershed Artworks Gallery's brand message clearly
6. Analyzing user behaviour using heatmaps and make suggestions to improve user click through, bounce rate, and improve
user retention
INTRODUCING "REDISCOVER"
An innovative marketing campaign designed to give you a fresh perspective on older artworks donated by local artists. This initiative invites the community to engage with art in new ways, while supporting and raising funds fir Watershed Artworks Gallery's community engagement events and programs.
CAMPAIGN GOALS:
Reframe Local Art: Encourage the public to see familiar artworks in a new light, promoting a deeper understanding and connection to the art and artists who created it.
Fundraise for Community Events: Generate funds to support Watershed Artworks Gallery's initiatives, providing engaging experiences for the community through art and culture.
Support Local Artists: Celebrate the contributions of local artists and provide a platform for their work to be showcased and appreciated.
Fundraise for Community Events: Generate funds to support Watershed Artworks Gallery's initiatives, providing engaging experiences for the community through art and culture.
Support Local Artists: Celebrate the contributions of local artists and provide a platform for their work to be showcased and appreciated.
OTHER MICRO CHANGES TO THE WEBSITE
- Added informational text to each event page and improved UI for intuitive navigation
- Improvised artist page layout within the constraints of Squarespace platform
- Formatted all images from 300 dpi to 72 dpi and improved page speed performance
- Retouched and updated graphic assets like thumbnails and icons across all webpages
- Made SEO changes until Lighthouse SEO score and accessibility score reached at least above 90%
- Updated website graphics across digital channels
- Improvised artist page layout within the constraints of Squarespace platform
- Formatted all images from 300 dpi to 72 dpi and improved page speed performance
- Retouched and updated graphic assets like thumbnails and icons across all webpages
- Made SEO changes until Lighthouse SEO score and accessibility score reached at least above 90%
- Updated website graphics across digital channels
RESULTS
Within 2 months of these changes including a new professional art blog, adding SEO keywords, and fresh visual assets, the website impressions increased by over 70 percent!
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