Increasing Visibility at the Toledo Museum of Art

Increasing Visibility

Increasing Visibility Goals• Increase the Museum’s National/International Reputation• Promote attendance and audience engagement• Drive revenue

Increasing Visibility Formula R.A.C.E. Research Plan of Action Communication Channels Evaluation

Manet: Portraits Opening in 2012Market Research being conducted nowin preparation

Research Manet Key Findings • People are more attracted to an exhibit by the type of art than the name of the artist • $10 is an acceptable ticket price for a special exhibition (88%) • Manet has better name recognition than we thought • Marketing messages should emphasize Toledo as only US venue

Plan ofAction Visibility Strategies • Build the brand with consistent messaging and visuals • Use visual mediums to sell a visual product (internet/print/TV) • Segment your audience • Expand the use of technology • Strengthen relationships with the media • Pilot new programs

Build the brand with consistentmessaging and visuals

Segment Your Audience“Pride of Toledo” Facebook Contest

Expand the Use of TechnologyNew Mobile App

Strengthen Ties with the MediaMeissen Transfer CeremonyFebruary 23, 2011

Pilot New ProgramsApril 2011 Masters Series Event withFrank Stella

Comm.Channels Communication Channels • The number of communications channels has dramatically expanded • Allows for much better audience segmentation • Makes it harder to reach a “mass audience”

Toledo Museum of ArtSocial Media Participation1 Facebook2 Twitter3 Blogs on web site4 You Tube5 Flickr6 ArtMail

Social Media has more impactwhen used across channels 1 Social Media + Search 2 Social Media + Email 3 Social Media + Virtual Events or Promotions 4 Social Media + Live Events 5 Social Media + Market Research6 Social Media + Advertising

Social media is two-waycommunication, not one way1 2 3Must know Must engage Must listen toyour audience your audience conversations

Evaluation Stella and Botero Pilot Projects • Written survey administered by Dana Syrek from the Director’s Office • Gathered demographic information, information about their visit, satisfaction and how they heard about the exhibition

Evaluation Lessons Learned – Botero • Total attendance of 7,657 despite heavy marketing • $15 ticket price too high • Local audience • Extremely high satisfaction from those who did come • Did not have a strong internal champion

Evaluation Lessons Learned – Stella • Total attendance of 39,987 • Diversified online marketing campaign successfully drew from wide geographic region • Overall satisfaction good but responses indicate work was more challenging for our audience • All events with Frank Stella extremely successful

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Increasing Visibility at the Toledo Museum of Art

by Kelly Garrow

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