Increasing Visibility at the Toledo Museum of Art

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This presentation was made to the board of directors and staff of the Toledo Museum of Art in the fall of 2011 to explain one of the Museum's strategic objectives, Increasing Visibility, in greater detail.

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  • 13,000 Facebook fans in one year (10,000+ means you are top 4%)
    3700 Twitter followers
  • Increasing Visibility at the Toledo Museum of Art

    1. 1. Increasing Visibility
    2. 2. Increasing Visibility Goals • Increase the Museum’s National/International Reputation • Promote attendance and audience engagement • Drive revenue
    3. 3. Increasing Visibility Formula R.A.C.E. Research Plan of Action Communication Channels Evaluation
    4. 4. Manet: Portraits Opening in 2012 Market Research being conducted now in preparation
    5. 5. 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 Research
    6. 6. 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 Plan of Action
    7. 7. Build the brand with consistent messaging and visuals
    8. 8. Segment Your Audience “Pride of Toledo” Facebook Contest
    9. 9. Expand the Use of Technology New Mobile App
    10. 10. Strengthen Ties with the Media Meissen Transfer Ceremony February 23, 2011
    11. 11. Pilot New Programs April 2011 Masters Series Event with Frank Stella
    12. 12. Communication Channels • The number of communications channels has dramatically expanded • Allows for much better audience segmentation • Makes it harder to reach a “mass audience” Comm. Channels
    13. 13. Toledo Museum of Art Social Media Participation Facebook Blogs on web site Flickr Twitter You Tube ArtMail 1 2 3 4 5 6
    14. 14. Social Media + Search Social Media + Virtual Events or Promotions Social Media + Market Research Social Media + Email Social Media + Live Events Social Media + Advertising Social Media has more impact when used across channels 6 5 4 3 2 1
    15. 15. Social media is two-way communication, not one way Must engage your audience 1 Must listen to conversations Must know your audience 32
    16. 16. 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
    17. 17. 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
    18. 18. 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 Evaluation
    19. 19. Questions?

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