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Creating the Museum of the Future
Using Science to Reinvent the Museum Experience
Minneapolis Institute of Art
artsmia.org
Kristin Prestegaard
Chief Engagement Officer
Minneapolis Institute of Art
@artsmia
Douglas Hegley
Director of ...
Image source: http://upload.wikimedia.org/wikipedia/commons/d/d9/Minneapolis_Institute_of_Arts.jpg
4
• Mia is primarily a B2C company
• Mia sells experiences
- of human ingenuity and creativity
- of excellence
- of wonder...
Competition is Fierce (and it’s not us versus us)
What’s a museum to do?
artsmia.org
7
8
How do we move the dial?
2011:
“Despite heroic efforts of staff, board, and
volunteers and the significant investment of...
9
Mia’s Value Proposition
A new take on a classic art museum
where friends and family
can enjoy the triumphs of human
crea...
10
11
Mia Success (2012 to 2016)
Image Source: http://bit.ly/1MGvAsN
12
Mia Success (2012 to 2016)
• Attendance: 70% increase
Image Source: http://bit.ly/1MGvAsN
13
Mia Success (2012 to 2016)
• Attendance: 70% increase
• Membership: 73% increase
Image Source: http://bit.ly/1MGvAsN
14
Mia Success (2012 to 2016)
• Attendance: 70% increase
• Membership: 73% increase
• Website sessions: 40% increase
Image...
15
Mia Success (2012 to 2016)
• Attendance: 70% increase
• Membership: 73% increase
• Website sessions: 40% increase
• End...
16
Mia Success (2012 to 2016)
• Attendance: 70% increase
• Membership: 73% increase
• Website sessions: 40% increase
• End...
17
Mia Success (2012 to 2016)
• Attendance: 70% increase
• Membership: 73% increase
• Website sessions: 40% increase
• End...
How did we do it?
artsmia.org
Talent
Antonio del Pollaiolo
Battle of the Nudes, c.
1470, Minneapolis
Institute of Art
20
Key Components of Talent Strategy
 Mission, Vision, Values
 Recruitment
 Diversity and Inclusion
 Learning and trai...
Audiences – our Customers
22
Thomas Struth “Audience 1 (Galleria Dell Accademia), Florenz”, 2010.51.2, Minneapolis Institute of Art
It starts – and ...
Change, across sectors
 Demographic shifts
o Age
o Cultural/Ethnic background
 Behaviors
o “Promiscuous” – exploring the...
Audiences, Cultural Heritage sector
 Social
o Who you are with > what you learn
o Connected, but not always via wifi
 De...
25
Source: LaPlacaCohen.com/culturetrack
Recent Accomplishments
What has Mia been up to?
artsmia.org
27
General Mills expertise: best practices
in quantitative & qualitative research
Solid and replicated museum
sector resea...
28
100 years
An opportunity
The People’s Museum
Great exhibitions
Myron Kunin Collection
Mary Griggs Burke Collection
52 Surprises
Birthday Year Kick Off!
Ice Dragon
Surprise Masterpieces
Vermeer Raphael Van
Gogh
Pop Up Museum
Art Water Tower Wraps
Artist Surprise Projects
Crop Art
Art Bikes
2016 AdFed Award: Best Grassroots Surprise
The new brand
Why the change?
The branding didn’t reflect the museum’s emphasis
on audience engagement.
Why the change?
Minneapolis Institute of Arts
Branding
We already had a great name...
We were just saying it wrong.
What does MIA mean?
Missing In Action
A famous British rapper, songwriter, painter and director
Miami International Airport
What does Mia mean?
In Latin: “Mine” or “wished-for child.”
In Italian: “My” or “my own”
In Hebrew: “Beloved”
In Slavic: “...
Branding
MIA is an acronym that holds undesirable
associations and forces explanation in conversation.
Branding
Mia is a human name in cultures all over the world
with positive meanings and origins.
Branding
This change is a bold way to authentically embrace
our DNA and to signal to the public a fundamental
institutiona...
Branding
Our goal is that everyone who visits the museum,
whether for the first time or the hundredth,
will truly feel tha...
Examples
Before
After
Before
After
Rollout and process
Staff and Stakeholders
Brand Campaign
74
Plan
Success
Process
The Horizon
What’s going to happen at Mia next?
artsmia.org
76
The Science
Image Source: http://www.newyorker.com/wp-content/uploads/2013/11/gary-marcus-science.jpg
77
78
Virtuous Big Data Cycle
DataOpt in Personalized
Communication
s
Actions
79
Virtuous Big Data Cycle:
Allegiance
DataOpt in Personalized
Communication
s
Actions
Allegiance
80
Virtuous Big Data Cycle:
Active Loyalty
DataOpt in Personalized
Communication
s
Actions
Allegiance
Philanthropy
Partici...
81
It’s FREE
It’s FREE
It’s FREE
… and did we mention it’s
FREE?!
From Unknown to Known
82
83
Source: Cisco Customer Experience Research, Retail Shopping Results, Global Data (2013) Available
Show me you know me
84
Segmentation
Groups
Targeting
Groups
Personalization
Individuals
Rewards program
85
Opt in
Incentivize participation
Raise your hand Rewards
artsmia.org
Dashboard
• Personal profile page
• Update your own information (gasp!)
• Giving history
• Impact
• Points & rewards
• Con...
87
Adapted from Funk & James (2001), The Psychological Continuum Model: A Conceptual Framework for Understanding an Indivi...
88
Questions?
Thank you
2016 Creating the Museum of the Future: Using Science to Reinvent the Museum Experience
2016 Creating the Museum of the Future: Using Science to Reinvent the Museum Experience
2016 Creating the Museum of the Future: Using Science to Reinvent the Museum Experience
2016 Creating the Museum of the Future: Using Science to Reinvent the Museum Experience
2016 Creating the Museum of the Future: Using Science to Reinvent the Museum Experience
2016 Creating the Museum of the Future: Using Science to Reinvent the Museum Experience
2016 Creating the Museum of the Future: Using Science to Reinvent the Museum Experience
2016 Creating the Museum of the Future: Using Science to Reinvent the Museum Experience
2016 Creating the Museum of the Future: Using Science to Reinvent the Museum Experience
2016 Creating the Museum of the Future: Using Science to Reinvent the Museum Experience
2016 Creating the Museum of the Future: Using Science to Reinvent the Museum Experience
2016 Creating the Museum of the Future: Using Science to Reinvent the Museum Experience
2016 Creating the Museum of the Future: Using Science to Reinvent the Museum Experience
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2016 Creating the Museum of the Future: Using Science to Reinvent the Museum Experience

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Presentation from April 12, 2016 at the Advertising Research Foundation Event "How Advertising Works Now: The Consumer and Customer in Charge". Co-presenters were Kaywin Feldman and Kristin Prestegaard. Focus was on the strategy and implementation of audience engagement activities at the Minneapolis Institute of Art.

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2016 Creating the Museum of the Future: Using Science to Reinvent the Museum Experience

  1. 1. Creating the Museum of the Future Using Science to Reinvent the Museum Experience Minneapolis Institute of Art
  2. 2. artsmia.org Kristin Prestegaard Chief Engagement Officer Minneapolis Institute of Art @artsmia Douglas Hegley Director of Media and Technology Minneapolis Institute of Art @dhegley Kaywin Feldman Duncan and Nivin MacMillan Director and President Minneapolis Institute of Art @kaywinfeldman Introductions
  3. 3. Image source: http://upload.wikimedia.org/wikipedia/commons/d/d9/Minneapolis_Institute_of_Arts.jpg
  4. 4. 4 • Mia is primarily a B2C company • Mia sells experiences - of human ingenuity and creativity - of excellence - of wonder and inspiration - of connection Mia is a museum, and thus: Image source: http://new.artsmia.org/wp-content/uploads/2015/04/art-team-photo1- Image source: http://blog.redcurrent.com/wp-content/uploads/2015/03/MIA-6- Image source: https://www.krislindahl.com/uploads/agent- 1/Minneapolis%20Institute%20of%20Arts%20- %20Frank%20by%20Chuck%20Close.jpg
  5. 5. Competition is Fierce (and it’s not us versus us)
  6. 6. What’s a museum to do? artsmia.org
  7. 7. 7
  8. 8. 8 How do we move the dial? 2011: “Despite heroic efforts of staff, board, and volunteers and the significant investment of resources, the museum has not been able to increase participation in most of the categories the institution consistently measures (membership, attendance, school tours, web visits, contributions, etc.)” Source: Current Context and Environmental Scan: A Case for Change from DNA: Dynamic New Approach, 2012- 2106 Strategic Plan, Minneapolis Institute of Art Image Source: http://bit.ly/1MGvAsN
  9. 9. 9 Mia’s Value Proposition A new take on a classic art museum where friends and family can enjoy the triumphs of human creativity
  10. 10. 10
  11. 11. 11 Mia Success (2012 to 2016) Image Source: http://bit.ly/1MGvAsN
  12. 12. 12 Mia Success (2012 to 2016) • Attendance: 70% increase Image Source: http://bit.ly/1MGvAsN
  13. 13. 13 Mia Success (2012 to 2016) • Attendance: 70% increase • Membership: 73% increase Image Source: http://bit.ly/1MGvAsN
  14. 14. 14 Mia Success (2012 to 2016) • Attendance: 70% increase • Membership: 73% increase • Website sessions: 40% increase Image Source: http://bit.ly/1MGvAsN
  15. 15. 15 Mia Success (2012 to 2016) • Attendance: 70% increase • Membership: 73% increase • Website sessions: 40% increase • Endowment for operations: 30% increase Image Source: http://bit.ly/1MGvAsN
  16. 16. 16 Mia Success (2012 to 2016) • Attendance: 70% increase • Membership: 73% increase • Website sessions: 40% increase • Endowment for operations: 30% increase • Collection (works of art): 8% increase Image Source: http://bit.ly/1MGvAsN
  17. 17. 17 Mia Success (2012 to 2016) • Attendance: 70% increase • Membership: 73% increase • Website sessions: 40% increase • Endowment for operations: 30% increase • Collection (works of art): 8% increase • Net Promoter Score consistently >80 Image Source: http://bit.ly/1MGvAsN
  18. 18. How did we do it? artsmia.org
  19. 19. Talent Antonio del Pollaiolo Battle of the Nudes, c. 1470, Minneapolis Institute of Art
  20. 20. 20 Key Components of Talent Strategy  Mission, Vision, Values  Recruitment  Diversity and Inclusion  Learning and training across the entire organization  Focus on retention, not just hiring  Continual employee feedback loop
  21. 21. Audiences – our Customers
  22. 22. 22 Thomas Struth “Audience 1 (Galleria Dell Accademia), Florenz”, 2010.51.2, Minneapolis Institute of Art It starts – and ends – with people
  23. 23. Change, across sectors  Demographic shifts o Age o Cultural/Ethnic background  Behaviors o “Promiscuous” – exploring the menu o Participatory  Expectations o Personalization o Mobile tech
  24. 24. Audiences, Cultural Heritage sector  Social o Who you are with > what you learn o Connected, but not always via wifi  Definition of Culture o Varied as never before o Relevance  Stressed o A need to slow down
  25. 25. 25 Source: LaPlacaCohen.com/culturetrack
  26. 26. Recent Accomplishments What has Mia been up to? artsmia.org
  27. 27. 27 General Mills expertise: best practices in quantitative & qualitative research Solid and replicated museum sector research
  28. 28. 28
  29. 29. 100 years An opportunity
  30. 30. The People’s Museum
  31. 31. Great exhibitions
  32. 32. Myron Kunin Collection
  33. 33. Mary Griggs Burke Collection
  34. 34. 52 Surprises
  35. 35. Birthday Year Kick Off!
  36. 36. Ice Dragon
  37. 37. Surprise Masterpieces Vermeer Raphael Van Gogh
  38. 38. Pop Up Museum
  39. 39. Art Water Tower Wraps
  40. 40. Artist Surprise Projects
  41. 41. Crop Art
  42. 42. Art Bikes 2016 AdFed Award: Best Grassroots Surprise
  43. 43. The new brand
  44. 44. Why the change? The branding didn’t reflect the museum’s emphasis on audience engagement.
  45. 45. Why the change? Minneapolis Institute of Arts
  46. 46. Branding We already had a great name... We were just saying it wrong.
  47. 47. What does MIA mean? Missing In Action A famous British rapper, songwriter, painter and director Miami International Airport
  48. 48. What does Mia mean? In Latin: “Mine” or “wished-for child.” In Italian: “My” or “my own” In Hebrew: “Beloved” In Slavic: “Dear” or “Darling”
  49. 49. Branding MIA is an acronym that holds undesirable associations and forces explanation in conversation.
  50. 50. Branding Mia is a human name in cultures all over the world with positive meanings and origins.
  51. 51. Branding This change is a bold way to authentically embrace our DNA and to signal to the public a fundamental institutional shift as we continue to embrace our role as the people’s museum.
  52. 52. Branding Our goal is that everyone who visits the museum, whether for the first time or the hundredth, will truly feel that Mia is mine.
  53. 53. Examples
  54. 54. Before
  55. 55. After
  56. 56. Before
  57. 57. After
  58. 58. Rollout and process
  59. 59. Staff and Stakeholders
  60. 60. Brand Campaign
  61. 61. 74 Plan Success Process
  62. 62. The Horizon What’s going to happen at Mia next? artsmia.org
  63. 63. 76 The Science Image Source: http://www.newyorker.com/wp-content/uploads/2013/11/gary-marcus-science.jpg
  64. 64. 77
  65. 65. 78 Virtuous Big Data Cycle DataOpt in Personalized Communication s Actions
  66. 66. 79 Virtuous Big Data Cycle: Allegiance DataOpt in Personalized Communication s Actions Allegiance
  67. 67. 80 Virtuous Big Data Cycle: Active Loyalty DataOpt in Personalized Communication s Actions Allegiance Philanthropy Participation Brand Advocacy
  68. 68. 81 It’s FREE It’s FREE It’s FREE … and did we mention it’s FREE?!
  69. 69. From Unknown to Known 82
  70. 70. 83 Source: Cisco Customer Experience Research, Retail Shopping Results, Global Data (2013) Available
  71. 71. Show me you know me 84 Segmentation Groups Targeting Groups Personalization Individuals
  72. 72. Rewards program 85 Opt in Incentivize participation Raise your hand Rewards artsmia.org
  73. 73. Dashboard • Personal profile page • Update your own information (gasp!) • Giving history • Impact • Points & rewards • Content tailored to interests Coming Summer 2016 86 Personalized for All Members
  74. 74. 87 Adapted from Funk & James (2001), The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual’s Psychological Connection to Sport, Sports Management Review, vol. 4, 119-150.
  75. 75. 88
  76. 76. Questions? Thank you

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