The document provides background information and recommendations for the Weisman Art Museum regarding their upcoming expansion. It summarizes their current profile and promotions, research conducted, and overall objectives to retain and attract members during construction. Four recommendations are made: 1) enhance the expansion website focusing on Frank Gehry's design; 2) offer new membership benefits like joint exhibitions; 3) hold outdoor concert series themed around the museum; and 4) create display stands featuring member stories. Effectiveness will be measured through website and ticket data, membership records, and surveys.

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Flash Forward Consulting
Integrated Marketing Communications
Alexandra Heide
Jessica Forseth
Brittany Genelin
Agathe Georgeon
Weisman Art
Museum

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Agenda
 Background Information
 Research and Analysis
 Overall Objectives
 Recommendations
 Measuring Effectiveness
Background Analysis Objectives Recommendations Measurement

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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

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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

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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

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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

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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. Background Analysis Objectives Recommendations Measurement

9. Background Analysis Objectives Recommendations Measurement

10. Background Analysis Objectives Recommendations Measurement

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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

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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.

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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

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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

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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

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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. Background Analysis Objectives Recommendations Measurement

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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

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