Abstract
Peaceful Wisconsin LLC is a dip pen ink art business in Eau Claire, Wisconsin. This project uses research and analysis to uncover strategic and creative solutions to address the business’s core problem of customers not having a way to purchase the company’s artwork. A review of applied research was conducted, which included residential demographic information, art sale methods and statistics, Twitch viewership data, and the company’s financial statements. Key findings showed there is a strong potential market for selling art, and the company can become profitable with minimal sales. The company has never conducted research or a strategic analysis of this level. Peaceful Wisconsin LLC needs to sell its products, or the artist, James Carlson, might stop drawing. This may lead to regret and a sense of personal failure. This project’s suggested solutions are based upon the Elaboration Likelihood Model (ELM), a dual process theory about how attitudes are formed (Petty & Cacioppo, 1986). Primary research consisted of three interviews: one Twitch viewer and two past customers. Research results were used to create a goal and objectives to address the core problem. The company’s overall goal is to create channels for customers to purchase original artwork and other merchandise featuring printed images of the artist’s work. The objectives are to sell three original artwork pieces at vendor events and consignment shops in Eau Claire, Wisconsin and achieve $100 in other merchandise profits from vendor events and consignments shops in the Eau Claire, Wisconsin area, as well as online. Both objectives are set to be achieved by the end of 2025. Research was also used to develop strategies, tactics, implementation and evaluation plans. A “No brushes. Just ink.” campaign will be implemented to inform potential customers about the artist’s unique technique as a persuasion method to drive sales. The company should follow this project’s outlined strategic plan because it is based upon the ELM and strategic communication problem-solving methods. Following this plan will likely lead to an increase in revenue for the company. It will give the artist positive recognition and a sense of personal achievement. It will also help build a connection between the artist and his audience.
Date of Award
7-21-2025
Document Type
Thesis
Degree Name
Master of Arts in Strategic Communication
Department
Mass Communication
First Advisor
Stacey Kanihan
Location
Winona, Minnesota
Recommended Citation
Sather, Janelle, "Creating a Legacy: Dipping into the Business of Selling Ink Artwork" (2025). Strategic Communication Master of Arts Thesis Projects. 11.
https://openriver.winona.edu/strat-comm-thesis-projects/11
Unique Identifier
WSUMCOMSTRATCOMM-ETD-2025-Sather
Rights
All rights reserved by the author.
