The MoMA presents the exhibition "American Vanguards" to galvanize fundraising efforts and attract interest, press, and ticket sales through various digital marketing strategies. The project team includes roles for a project manager, marketing manager, measurement strategist, SEO manager, and website walkthrough manager. Key tactics include backlinks from media partners, targeted ads, keyword strategies focusing on tourism and events, and contests to increase donations above ticket prices. Personas of target audiences and metrics for success are also outlined.

1. The MoMA Presents:
American
Vanguards

2. Group Roles
Project Manager- Kat Carmichael
Marketing Manager- Miranda Matthews
Measurement Strategy- Sulian Wong
SEO Manager- Gabriela Diaz
Website Walk Thru- Cristina De Jesus Torres

3. Executive summary
The MoMA like many non-profit museums has hit a stagnation
due to the pandemic and subsequent lockdowns
“American Vanguards” seeks to do the following:
● Galvanize fundraising efforts with established corporate and prospective partners
● Create an event that will attract major interest, press and ticket sales
● Target the tourism market with geolocation and keywords
● Implement a backlink strategy with TimeOut and partners’ websites to drive traffic
back to the site to drive ticket sales and donations
● Bolster donations above ticket prices by partnering with established partners and
nearby businesses for contest incentive
● Use keyword strategy on “The Palette” blog to drive Things To Do searches on the
neighborhood back to the website

4. Target AudiencE
MoMA Presents: American Vanguards
● Skews female but worth male outreach
● Age demographic is broad (25-70+)
● Tourists
● Geographically profile the tri-state area
● Lovers of the arts, history, music, and fashion
● Current donors
● Manhattan Creatives
● Followers of galleries/other museums
● Collegiate affiliated- Students, Professors

5. Target Audience
Personas
LEO
DANIELA
Gender: Female Age: 29 Occupation: Jewelry Designer
Income: 175k Relationship Status: Single Geo: Miami,
FL; Interests: Design, Inspo Buying, Philanthropy,
Architecture; Language: English/Spanish
Gender: Male Age: 39 Occupation: Set Designer
Income: 95k Relationship Status: Single Geo: Chelsea,
NYC Interests: Broadway, Ballet, Jazz, French Bulldogs
and Balenciaga Language: English/French
Gender: Female Age: 47 Occupation: Art Teacher
Income: 45K Relationship Status: Married w kids; Geo:
Tulsa, OK; Interests: Art, Visiting Big Cities, Education,
History Language: English
SARAH

6. Marketing
Strategies
● Established publication/partnership
backlinks strategy- Time Out New York,
BOA, UNIQLO and Bloomberg media
● Co-brand for donation prize: Private
tour with artist, $1,000 BOA gift card, 3
night stay in suite at St. Regis, Fig &
Olive 5 Course Pre-Fix Dinner, Swag
bag include an small original piece
from artist
● Target tourism via keyword strategy
● Geographic targeting of added
banners to partners websites

7. Measurement Strategies
Increase 10% on site traffic Increase tourismticketsales 12%
KPI:
On site traffic sent from Time
Out NYC Sept-Oct
KPI:
2 months prior to event
launch via partnership with
TimeOut NYC.
Via longtail keyword targeting out of
town visitors during event run end of
Nov-Jan (Things To Do Keywords)
1 2
Number of out of town guest
buying tickets online (ask in
check out)

8. Measurement Strategies
HIT 2% CTR Increase additionaldonationsby 6%
KPI: KPI:
Using banner ads featured on partner’s
websites (Uniqlo, Bloomberg and BOA).
Geographically target ads to the tri-state
during the event run end of Nov-Jan
Beyond standard ticket value from
guests for a specialty prize only available
via online ticket sales during event run.
(each dollar above ticket = one entry)
3 4
CTR from partners website
during event run
% of donations above
standard ticket pricing

9. Competitors
Gagosian Guggenheim The Whitney
The MET
01 02 03 04
The largest art
museum in the
world. Located on
5th avenue.
Modern and
contemporary art
gallery. With the
headquarters in
New York
Art museum
primarily
dedicated to
modern art.
Located on 5th
avenue as well
Art museum
focused on 2oth
and 21st century
art. Located in
Manhattan

10. C
B
A
SEO Strategy
American Vanguard Event
Buy Tickets Page
Prize
Donations
Long Tail Keywords
● Things to do Near 5th
Ave shopping
● Things to do on a rainy
day New York
● https://americanvanguards.wordpre
ss.com/2021/06/26/a-rainy-day-in-
nyc-exploring-the-midtown-
shopping-district-all-its-charm/
Internal Linking
Partnership with
Time Out NYC
Backlinks to AV via banner ads
on Partnership Website (BOA,
UNIQLO, Bloomberg Media)
Backlink

11. Website
Walk Thru
American Vanguards

12. Home Page
● Includes search bar navigation buttons where the customers can
crawl through the website.
● Mission Statement
● CTA/internal link to Prize Details
● CTA to Buy Ticket Page
● Internal link to VIP membership

13. Buy Tickets
The page intends to inform customer about different categories and prices on all
tickets for the American Vanguard Exhibition Events.
Buy Tickets tab in the website menu.
● VIP Experience
● Pre-Sale page
● Encouragement Of Donations from Ticket Sales

14. Partnership
The Partnership page provides insight/credit on and to the companies that are
major contributors to the MoMA museum. It also provides information about past
efforts and future commitments.
● Backlink strategy for the Partnership page to each partner by clicking their respective
logos (BOA, Bloomberg and UNIQLO)
● At the bottom left side there is an internal link transfering to the Donation page
● Two examples of past events via YouTube content

15. Meet the Artist
Meet the artist: Meet the artist is an exclusive experience brought by MoMA were you
get the chance to meet and greet your favorite established or emerging artists in a
more personal way. The purpose behind the idea is to create and prevail loyalty and
increase voluntary donations.
★ VIP Experience page internal linking strategy is through the objective of
personalizations
○ Meet the Artist links to VIP experience page
○ Social Icons allow users to familiarize themselves with each artist’s
work

16. The Palette
● There are internal links that allow users to crawl from the blog post to the
event page, buy tickets and partnerships.
● Optimized with images and YouTube videos
● The page also contains an strategy to generate leads with an email
subscription to The Palette notifications

17. WireFrame:
Home Page
American Vanguards
Title (Left Aligned)
Navigation Bar
Cover Image- MoMA Presents A.V.
Heading- Hours A New Vision- Heading
Image/Address Content
Content
Content
Pull-Quote
Images
Images
VIP CTA
Image Image
Content

18. Wireframe:
About Us
American Vanguards
Title (Left aligned)
Navigation bar
About Us
Cover photo: Art heals all
Heading: The World...
List: Content
CTA CTA

19. WireFrame:
Buy Tickets
Page
Buy Tickets (Title)
Image
Quote
Admission Tickets
Prices
Image
Quote
American Vanguards
Title (Left Aligned)
Navigation Bar
Purchase Pre-Sale Tickets (Button)
Purchase VIP Experience (Button)
Online Purchase (Button)
Image

20. WireFrame:
Meet The Artists Meet the artists
Artist
Photo
Artist
Photo
Artist Info
CTA
American Vanguards
Title (Left Aligned)
Navigation Bar
5x
Social Icons
Image

21. WireFrame:
Partnerships
Title Heading: Partnerships
Thank you with Image
BOA Image+CTA
Bloomberg: Image
+ CTA
Uniqlo: Image +
CTA
$ raised
$ raised
$ raised
Past contributions: List
Thank you
Thank you
Thank you
Past contributions: List
Past contributions: List
Donations: CTA
American Vanguards
Title (Left Aligned)
Navigation Bar
Partnership info: CTA
VIP Exp: Video+CTA Buy Ticket: Video+CTA

22. WireFrame:
Donations COVER PHOTO
Donation Info
Contest info
CONTEST DETAILS: CTA
DONATIONS OPTIONS FORM
ONE TIME MONTHLY YEARLY
$$ AMOUNT OPTION
CTA DONATE
American Vanguards
Title (Left Aligned)
NAVIGATION BAR

23. Wireframe:
Prize
American Vanguards Title
(Left aligned)
Navigation bar
Title: NY State of Mind Contest
Cover photo: Grand Prize
Heading: $1 per entry
Content:: Prize
CTA: Buy + Donate
Quote

24. WireFrame:
BlOG: The PAlETTE
COVER PHOTO
BLOG 1 CTA BLOG 2 CTA BLOG 3 CTA
American Vanguards
Title (Left Aligned)
Navigation Bar
BLOG 1 IMAGE BLOG 2 IMAGE BLOG 3 IMAGE
REGISTRATION EMAIL FORM TO THE BLOG

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