Group 6 – Han’s Art & Living

 

Summary

Han’s Art & Living was established in 1997, providing different genres of art for children. Han’s Art & Living started out with the belief that art is integral in moulding children’s thought process, unleashing the finer virtues within them. Furthermore, it also served as a platform for local artists to display their talents through art pieces.

Since its establishment, Han’s Art & Living relied on workshops and classes to sustain its business. In 2006, to expand its business, Han’s Art & Living started an online store to sell its wooden creation and art decorations.

As Singapore welcomed her way into the Golden Jubilee – 50th year of nation building in 2015, Singaporeans were also going towards a cultural and mindset shift. With the shift in mindset observed, it signified the growing acceptance among society to measure success in different areas.

In 2016, Ministry of Culture, Community and Youth set aside $20 million fund to boost art scene locally and internationally. Through the funding, more world class exhibitions would be showcase locally and local artists would be able to have more opportunities to perform on international stage.

However, despite such policies in place to promote the art scene in Singapore, art scene in Singapore was still unable to flourish.

In light of the current challenges to boost the art scene in Singapore, the research question was to find out how can Han’s Art & Living leverage on social media to increase its brand awareness and engagement, hence playing a role in boosting the art and culture scene in Singapore?

Proposed social media strategies

  1.  Han’s Art Workshop

As Han’s Art & Living started out by conducting art workshops for children, we decided to leverage on its expertise in our first strategy. As such, our proposed first strategy aims to increase awareness in Han’s Art & Living through art workshops, that will be conducted at Han’s Art & Living’s own studio.

  1. Aspiring Artist Program at Art Flea

After Strategy 1 has been put into action, we hope to have established Han’s Art & Living’s social media presence through the creation of a more solid foundation of their social media standing and following. Building upon that, for Strategy 2, we aim to increase awareness of Singapore’s artists’ work to increase the efforts in the exposure of art to the public.

  1. Digital Interactive Arts

Upon establishing a more robust social media presence for Han’s Art & Living, and attaining an increase in awareness of work and crafts done by our local artists, the last strategy we want to implement is to build a community interest in art work in effort to sustain the art scene in Singapore.

Conclusion

By revamping our social media platforms through the uploads of more interesting and eye-catching infographics, as well as to seek the help of social influencers in promoting our workshop, the public will gain greater exposure to art and hence gain awareness of our company, Hans’ Art & Living. Therefore with this, we are certain that we will see an increase in our followers on all our social media platforms. With this increase in followers, further promoting efforts are likely to receive greater positive responses from the public as these efforts are able to reach out to a higher number of people. Thus, we believe that we will be able to attract a greater number of people for our Art Flea, and also, predict a high participation rate for the Aspiring Artists program as it provides one with an opportunity to be exposed to art as well as a chance to win attractive prizes. Therefore with this strategy along with the first, we will be able to build a larger community.
Thus, we believe that the interactive Arts’ effort would be successful as it will be promoted through our social media platforms, which will have a larger number of followers than the period before the implementation of our strategies. Additionally, as Singapore is a collective society, such efforts which require a collective effort would appeal to the citizens of our country, contributing to the higher success rate of our strategy.

#HansArt #HANdicraft #HuntwithHans

 

 

 

 

 

Group 6: Propelling cultural foundation to springboard the artistic and cultural movement lies in the growing usage of social media

Introduction to selected organisation and importance of social media strategy for its business

Han’s Art & Living

Han's Art & Living

Established since 1997, Han’s Art & Living started out with a desire to explore different forms of art to stimulate art inspiration for children. It was formed with the belief that art play a huge role in molding one’s thinking process, bringing out finer virtues among children. Han’s Art & Living serves as a platform for aspiring artists to showcase their talent through their art pieces.

Importance of social media strategy for its business

However it requires a large amount of resources to to keep true to its philosophy of providing a unique experience for each child attending its arts lesson. Apart from creating a positive environment for the children to feel relaxed to create art, it is also crucial to sustain the business. A delicate balance between business and the arts have to be struck. Hence, Han’s Arts & Living expanded its outreach through setting up an online website which provide customers with an overview of its business. Subsequently, they also introduced an online store so that customers could purchase artworks online.

Being a relatively new and growing scene in Singapore, the art companies and brands are not as well established as they would want to be. Han’s Art has a philosophy of creating a unique experience for every art session, which may put pressure on its resources to sustain that philosophy and the business. Therefore to strike a balance in developing its business as well as portraying itself as a unique art destination, it is important to tap into channels that would help to boost coverage as well as establish good standing and showcase some sort of competitive advantage. Having a good media outreach using social media platforms would garner increased publicity in hopes of generating higher participation rates. In addition, social media is growing in usage and thus the ease and convenience of sending messages to an audience as well as establishing efficient and effective two-way communication will be greater.

Research question and value of the study

Propelling cultural foundation to springboard the artistic and cultural movement lies in the growing usage of social media.

The art scene in Singapore has been growing over the past few years, with the government investing more in art fairs and creating world-class museum spaces1. Some initiatives include Art Stage Singapore that debuted in 2011, and Art Week, that showcases the many great works of both local and global talents. The growth of social media has also increased rapidly across the years, and thus a link can be established between enhancing the prominence of Singapore’s art culture through the effective social media usage.

Project Planning and Method

Arts and culture are closely intertwined. There are many art forms – plays, symphonies, ballets, paintings, sculptures, literature, film and photography. The traditional art forms which includes Chinese calligraphy, Teochew opera, bangsawan, Malay dance, Tamil literature, Indian dance. Yet there are many activities that do not conform to common perceptions of arts and culture, such as getais, community singing, drumming, hip-hop. For the purpose of this project, we will be defining arts as a subset of culture. Hence data collection for number of museum visits, ticketed sales performing arts events and presence on social media will be a tool to gauge the level of engagement in the arts scene. Such social media sites includes – Youtube, Facebook, Instagram and Twitter.

Social Media Strategy for Han’s Art & Living

Partnership with local museums

Since Han’s Art & Living has a group of local artists in place, it is worthwhile to collaborate with museums in Singapore during the Singapore Arts Festival to boost the awareness of Han’s Art & Living. Some examples include the National Library ground floor spaces that have been previously used for craft events and exhibitions.

We can also adopt the Pass-it-along promotion method in order to boost sales and create greater awareness. Han’s Art & Living could thus collaborate with companies such as Groupon, to promote their cause. We believe that through this, we will be able to utilise one’s network and experience a greater response

Riding on the waves of government initiatives           

With a need to differentiate Singapore from the rest of Asia, the government has been actively promoting the arts and culture scene in Singapore through initiative like Arts and Culture Strategic Review (ACSR). The initiative aims to double the percentage of Singaporean visiting at least one arts and culture event each year. As this initiative is driven by the private sector, the community and the arts and culture sector, there will be a groundswell of support for the local arts and culture scene.

Increasing online presence through the usage of Instagram and Facebook

Han’s Art and Living could increase their online portfolio by engaging and promoting their art classes through Instagram and Facebook. Snippets of videos showcasing the formation of art works can be an effective way to promote their art classes. They could also do so by creating events such as Lucky draws for their followers in order to pique the interest of the public. In addition, they could hold instagram giveaway contests for discounted art classes or vouchers, based on the competition criterion. An example could be “document your favourite Han’s Art experience and stand to win art supplies!” which would not only attract children who are competitive and are interested to create and draw, but budding or beginner artists who may be in search of unique or basic art supplies that Han’s Art could provide for in this case.

Facebook would be used for event promotion, as more adults/ the older age group would be the more frequent Facebook users and could be new parents and are in search of fun places to learn arts and craft, that Han’s Art is trying to garner awareness of. These could be advertising not only classes within their own location but events held externally around Singapore, like collaborations with any Art’s festival or museum event.