Integrated Marketing Communications - Weisman Art Museum Consulting Project

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Group presentation from consulting project for the Weisman Art Museum in Minneapolis, MN.

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  • Think about revamping the left side with the recommendation – is there a way that recommendation can stand out specifically instead of being three bullet points?

    WAM currently has a section of its website entitled Weisman Expansion
    Informative and boring
    Use the website to become an interactive center for WAM members
    Focus on the design, innovation, and vision of Frank Gehry
  • Should I talk MORE about how this is for current members? Emphasize it?
  • Screenshots of website mock-up
  • Screenshots of website mock-up
  • Screenshots of website mock-up
  • Do not over-explain Art Mob or the joint exhibits, this is on the next slide
  • Consistency – explain labeling more - calling the patrons ‘museum supporters’ and ‘art lovers’
  • Do you want to just talk about the personalized correspondence or do you want to give part of the letter example here?
  • Consistency – explain labeling more - calling the patrons ‘museum supporters’ and ‘art lovers’
  • Do you want to just talk about the personalized correspondence or do you want to give part of the letter example here?
  • Provide the example display stand
  • Integrated Marketing Communications - Weisman Art Museum Consulting Project

    1. 1. + Flash Forward Consulting Integrated Marketing Communications Alexandra Heide Jessica Forseth Brittany Genelin Agathe Georgeon Weisman Art Museum
    2. 2. + Agenda  Background Information  Research and Analysis  Overall Objectives  Recommendations  Measuring Effectiveness Background Analysis Objectives Recommendations Measurement
    3. 3. + Background Information  Current building was completed in 1993  Frank Gehry and Gehry Partners LLP were the original designers and architects  Member retention rates are high and they remain members for long periods of time  Traditional member profile: Caucasian female, white, over the age of 60  Only 1% of the WAM’s total collection is currently on view  After the expansion, twice as much of the collection will be on view  New gallery will include local and University artists  Current promotions do very well (online advertising, radio spots, social media, print media, print and earned media)  Museum events generally sell out Background Analysis Objectives Recommendations Measurement
    4. 4. + Research and Analysis  Interviews  60-70% member retention rate  Members tend to renew membership for many years  Currently about 1,000 members  50% of members are from campus and 50% are from the community at large  Web resources  Weisman Art Museum  Gehry Partners LLP  Museum visits  Experiences from museum programming Background Analysis Objectives Recommendations Measurement
    5. 5. + Overall Objectives  Members help WAM thrive  Members’ donations and ongoing support are a huge benefit to the museum  Retain current members  Encourage those with low-tier memberships to upgrade upon expansion completion  Attract more art and culture enthusiasts through special events  Use the following Principles of Influence, among others:  Authority  Reciprocity  Consensus  Consistency Background Analysis Objectives Recommendations Measurement
    6. 6. + Enhance Weisman Expansion Website  Influence Principle: Authority  The “trappings” of authority are present  Frank Gehry and his celebrity status as an architect are currently underutilized  WAM is one of Gehry’s most popular works, alongside the Guggenheim Museum A. Make the website an interactive center for WAM members B. Focus on the design, innovation, and vision of Frank Gehry  Influence Principle: Scarcity  Not a major influence principle  Can be utilized through the WAMCam!  The nature of the expansion makes the museum rare and appealing through its unavailability Recommendation 1 Background Analysis Objectives Recommendations Measurement
    7. 7. + Implementation  Drive traffic to new Weisman Expansion section  Promote throughout the closing  Use current Twitter and Facebook accounts  Use existing electronic and print newsletters to reach current members ‘frank says’ Promotion Background Analysis Objectives Recommendations Measurement
    8. 8. Background Analysis Objectives Recommendations Measurement
    9. 9. Background Analysis Objectives Recommendations Measurement
    10. 10. Background Analysis Objectives Recommendations Measurement
    11. 11. + New Benefits for Current Members  Influence Principle: Consistency  Reaffirms members' commitment to WAM  Commitment to WAM is public  Commitment to WAM is voluntary (related directly to their personal interests and hobbies) A. Open ‘Art Mob’ to all WAM members B. Organize joint exhibitions to show works during closure  Influence Principle: Reciprocity  Opening ‘Art Mob’ events to lower- tier members encourages them to explore membership upgrades  Personalization and significance will both be apparent in implementation Recommendation 2 Background Analysis Objectives Recommendations Measurement
    12. 12. + Implementation  Art Mob is currently open to members of ‘Collector’ status and above  Open to three levels below to encourage a membership upgrade during construction  Joint exhibits with area museums  Dual benefits: attract new members and give back to current members Personalized Correspondence Art Mob and Joint Exhibitions Background Analysis Objectives Recommendations Measurement Dear ______, You have been a significant supporter of the Weisman Art Museum for ___ years and your continued relationship with our museum has been meaningful to us. We understand that closing the museum for an entire year is an unexpected inconvenience; however, the added benefits of the expansion will be worth the wait. Currently we are only able to show fewer than 100 pieces at a time out of a collection of 20,000. Our expansion will complete Frank Gehry’s true vision for the museum and will double the space available for exhibits so we will be able to show you many pieces from our collection that haven’t been on display. Thank you for your patience and continued support.
    13. 13. + Bring WAM Concert Series Outdoors  Influence Principle: Consistency  Active and voluntary commitment occurs online when ordering tickets  Use of labeling through post concert, follow-up correspondence A. Bring current WAM concert series outdoors, with upgrades B. Theme three concerts around the specialties of the museum  Influence Principle: Reciprocity  Gift of free tickets to current members will be meaningful, significant, and unexpected  This will be a welcomed surprise for current members familiar with the concert series Recommendation 3 Background Analysis Objectives Recommendations Measurement
    14. 14. + Implementation  Current methods of promotion are very successful  Most WAM events sell out  Make sure members are aware of free ticket offer  Promote the ‘extras’ that are included with this concert series Theme Each Concert in Series Promotion Background Analysis Objectives Recommendations Measurement  American Modernism  Juxtaposing old American jazz music with modern art  Asiatic Art  Korean art (furniture collection) and Asiatic music  Evolution  Focusing on the future of WAM  Contrast the old with the new – classical music with contemporary art
    15. 15. + Use Display Stands Featuring Members  Influence Principle: Consensus  Multiple & similar signs  Members & their stories— emotions elicited from fond memories are universal A. Gather information on current members who love the WAM B. Create portable display stands to feature members at events and around Minneapolis  Influence Principle: Liking  Association—signs are a tangible, positive association of museum members  Similarity—they all share a mutual love for the WAM  Appreciation—shows members the WAM cares Recommendation 4 Background Analysis Objectives Recommendations Measurement
    16. 16. + Implementation  Versatile & customizable— poster inserts can be changed to match target customer or area demographic  Potential locations:  Washington Avenue Bridge  Nicollet Mall  Loring Park  Lake Calhoun Gather Information Create and Display Stands Background Analysis Objectives Recommendations Measurement  Contact current WAM members to collect their stories  Test exposure of displays via new member survey at the bottom of the registration form
    17. 17. Background Analysis Objectives Recommendations Measurement
    18. 18. + Measuring Effectiveness Recommendation 1  Website hits  Comment boxes on website Recommendation 3  Combine Northrup ticket services data with membership records  New member survey questions Recommendation 2  Track reservations for Art Mob events  Use data to see which members upgrade, cancel, or maintain their membership Recommendation 4  “How did you hear about us?” questionnaire  Concerts?  Website?  Display stands? Background Analysis Objectives Recommendations Measuring
    19. 19. + FlashForwardConsulting Thankyou!

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