This marketing plan proposes strategies to position Masterworks Museum as community-centered and attract visitors. It recommends engaging the local community through events and programs for schools, teens, and older adults. It also suggests attracting tourists through promotions on flights and cruise ships targeting families, couples, and business travelers. Additional tactics include developing a museum app, social media campaigns on Facebook and Instagram, and educational videos on a YouTube channel to engage visitors both on and off site. The goal is to increase traffic, participation, and revenue for the museum.
What is culture? Does the theory of culture shock help us understand the experiences of international students? Is there a second culture shock when students move from college to university? Marco Rossi from Edinburgh International College discusses culture in the context of learning and teaching.
ahepburn MDES FINAL BRIEF PRESENTATION Its only a ComicAndrew Hepburn
This document discusses plans to create a comic book about the Battle of Messines during World War I, where Irish nationalist and unionist soldiers fought together successfully. The comic would be produced by the Verbal Arts Centre and the International Centre for Peace Studies to help educate students in their peace and reconciliation programs. It would tell the story of Major William Redmond and Private John Meeke, highlighting their acts of mutual respect despite ideological differences. The summary discusses the goals of engaging students and promoting cross-community understanding of shared history. It also notes some of the challenges of developing the comic book, such as condensed storytelling, design considerations, and production and distribution costs.
Lifx is a smart lighting company founded in 2012 that produces WiFi-enabled, multicolored LED bulbs. The document discusses Lifx and its competitors such as Philips Hue. It analyzes Lifx and Hue's social media presence and finds that Lifx could improve engagement and optimize video descriptions. The target audience for smart lighting includes sweet homers, showtroverts, party animals, and value seekers aged 16-35 who are interested in home decor, technology, and entertainment.
Speaker: Dr. Mohammad Noshad
Postdoctoral Fellow
Department of Electrical Engineering
Harvard University, Cambridge, USA
Title: High-Speed Wireless Connectivity through Lights
Time: Saturday, February 4, 2017, 12:30 – 14:00
Location: School of Electrical and Computer Engineering, University of Tehran, Tehran, Iran
Lighting has changed – How Philips brings wireless lighting to (y)our homesGunter Blanckaert
This presentation was given at the Feweb congres on 12/12/2014 - description: Our homes have changed radically over the past century. So why do we still use lighting that’s based on 19th century technology? During this session, you’ll discover everything about Philips hue lighting, the worlds first internet connected light bulb: it can your decor can change, keep your home safe, help you relax or focus and much, much more. Lighting has changed.
Philips hue – your personal wireless lighting systemNg Mark
Philips Hue is a personal wireless lighting system that allows users to control home lighting wirelessly. The system uses wireless bulbs and fixtures that can be controlled remotely through a smartphone app or voice commands, allowing for setting moods, scenes, and automations. Users can adjust lights for activities throughout the day or create the right ambiance for entertaining and relaxing at home.
What is culture? Does the theory of culture shock help us understand the experiences of international students? Is there a second culture shock when students move from college to university? Marco Rossi from Edinburgh International College discusses culture in the context of learning and teaching.
ahepburn MDES FINAL BRIEF PRESENTATION Its only a ComicAndrew Hepburn
This document discusses plans to create a comic book about the Battle of Messines during World War I, where Irish nationalist and unionist soldiers fought together successfully. The comic would be produced by the Verbal Arts Centre and the International Centre for Peace Studies to help educate students in their peace and reconciliation programs. It would tell the story of Major William Redmond and Private John Meeke, highlighting their acts of mutual respect despite ideological differences. The summary discusses the goals of engaging students and promoting cross-community understanding of shared history. It also notes some of the challenges of developing the comic book, such as condensed storytelling, design considerations, and production and distribution costs.
Lifx is a smart lighting company founded in 2012 that produces WiFi-enabled, multicolored LED bulbs. The document discusses Lifx and its competitors such as Philips Hue. It analyzes Lifx and Hue's social media presence and finds that Lifx could improve engagement and optimize video descriptions. The target audience for smart lighting includes sweet homers, showtroverts, party animals, and value seekers aged 16-35 who are interested in home decor, technology, and entertainment.
Speaker: Dr. Mohammad Noshad
Postdoctoral Fellow
Department of Electrical Engineering
Harvard University, Cambridge, USA
Title: High-Speed Wireless Connectivity through Lights
Time: Saturday, February 4, 2017, 12:30 – 14:00
Location: School of Electrical and Computer Engineering, University of Tehran, Tehran, Iran
Lighting has changed – How Philips brings wireless lighting to (y)our homesGunter Blanckaert
This presentation was given at the Feweb congres on 12/12/2014 - description: Our homes have changed radically over the past century. So why do we still use lighting that’s based on 19th century technology? During this session, you’ll discover everything about Philips hue lighting, the worlds first internet connected light bulb: it can your decor can change, keep your home safe, help you relax or focus and much, much more. Lighting has changed.
Philips hue – your personal wireless lighting systemNg Mark
Philips Hue is a personal wireless lighting system that allows users to control home lighting wirelessly. The system uses wireless bulbs and fixtures that can be controlled remotely through a smartphone app or voice commands, allowing for setting moods, scenes, and automations. Users can adjust lights for activities throughout the day or create the right ambiance for entertaining and relaxing at home.
The document provides an overview of a unit on print-based advertising for a Level 3 Cambridge Introductory Diploma in Media course. It covers topics such as aims and objectives, target audiences, representation, campaign messages, relevant legal and ethical issues, and methods. Specifically, it analyzes an advertisement for the V Festival, discussing the festival's sponsorship by Virgin Media, its target demographics, and how theories like the male gaze are not applicable given the nature of the pop music festival. It also examines intellectual property rights, copyright, slander and libel laws, model releases, royalties, and violence prevention in relation to advertising the festival.
The Museum of Modern Art is launching a $200 million capital campaign to build a new Education Center. The Education Center will provide hands-on art education experiences for people of all ages through art studios, digital media labs, galleries, and programs. It aims to make art education more accessible and experiential. The campaign has a goal of raising $75 million for an endowment to sustain programming. A timeline outlines the campaign in four phases from 2006-2008, which will involve cultivating donor prospects, securing major gifts, and increasing public awareness.
Vancouver Classic Rock Museum - Developing Social Media Strategies to Raise I...ubc
The Vancouver Classic Rock Museum wants to use social media to raise its community profile and engage more people. It aims to connect with both classic rock fans and younger audiences. The summary recommends using blogs, Flickr, MySpace, YouTube, Glogster and a radio ad to share content and reach different demographics. It also advises creating Facebook and Twitter profiles to interact with followers and share updates. Digg is proposed to promote content across platforms to a broader audience. The overall strategy focuses on community building over mere promotion.
The Toledo Museum of Art is presenting its annual plan for 2012-2013 to the Museum Board. The plan focuses on expanding access to the collection through digital initiatives and new exhibitions. It also aims to teach visual literacy to visitors of all ages through enhanced programming. Additionally, the plan seeks to increase the Museum's visibility using marketing for upcoming shows and cultivate relationships with artists through residencies and exhibitions. Progress is being made towards strategic objectives of collection access, education, visibility, building improvements, and artist partnerships. The Director will oversee evaluation of activities to achieve these strategic goals.
Tourism has grown massively over the past century due to advances in transportation technology, increased leisure time and income, and greater variety in vacation options. National parks are important tourist destinations that provide recreational and economic benefits but also face challenges from heavy traffic and environmental pressures at popular "honey pot" sites. Effective management is needed to balance visitor access with conservation goals.
SPONSORSHIP - proposal sample - Colours in the Community Suki Fox Murley
Artists for Kids is proposing that BC Hydro become the title sponsor of their annual fundraising gala "Colours in the Community". The event showcases art by children in Artists for Kids programs and raises funds to support art education programs. As title sponsor, BC Hydro would receive prominent branding and promotion. Artists for Kids feels BC Hydro is a good fit as a sponsor because their values around environmental sustainability, youth, and community align well with the goals of the event and organization. The proposal package outlines the event details, sponsorship benefits, and how supporting Artists for Kids can help BC Hydro achieve its strategic community objectives. Artists for Kids is requesting a response by September 4th to incorporate BC Hydro's branding in marketing if they accept the title
This document provides an overview of a Level 3 Cambridge Introductory Diploma in Media unit on print-based advertising. It includes sections on aims and objectives, target audiences, representation, campaign messages, relevant legal and ethical issues, regulatory bodies, and methods. Specifically, it analyzes a print advertisement campaign for the V Festival, a popular UK music festival, discussing the aims of increasing brand awareness and ticket sales through sponsorship and social media hashtags. It also examines the target demographic of 14-22 year olds and considers various audience analysis theories in its segmentation approach.
The Burke Museum is launching a new exhibit called "Empowering Women: Artisan Cooperatives that Transform Communities" from June to October. This digital marketing plan recommends tactics to promote the exhibit such as developing partnerships with organizations focused on women's empowerment, creating social media content about female empowerment and artisans, and integrating digital engagement activities into the exhibit experience to drive word-of-mouth. It also suggests better leveraging the museum's position on the UW campus through campus media and promotions targeted at students and faculty in late September.
ProjectArt is an after-school, weekend, and summer visual arts education program for children and youth in New York City. It aims to actualize students' artistic visions, introduce them to the business of art, exhibit their work in public spaces, and allow students to earn 100% of the proceeds from any art sales. The program takes a unique approach to arts education by teaching professional art skills and experience alongside creativity. Classes cover all visual art media with an emphasis on digital media. Student works are exhibited in galleries and the students participate in the curation and installation process.
The document proposes using social media and online advertising to promote the Detroit Institute of Arts (DIA) museum and increase awareness of its collection and programs. It recommends targeting families with children in addition to older audiences. Currently the DIA uses 11 social media sites and offers various free admission deals. Sample online ads and a proposed $50,000 annual budget for advertising are provided. Goals are to generate more traffic and support the DIA's $25 million annual budget.
The "Tale of the two cities" projects was financed by European Commision funds in frame of Erasmus+ Programme. The project aims at deploying youth to participate in multiple activities for the purpose of increasing
awareness and appreciation of cultural and environmental heritage of Madeira Island. EVS participants engage in
various endeavours for strengthening integration of local community and promote healthy lifestyles.
The document provides an overview of a global communications plan for Aspire Communications Team 2. It outlines their vision, mission, situation analysis, goals and objectives. It identifies key messages, target countries and publics. The global strategy involves building awareness of Abu Dhabi and its Music and Arts Festival through various campaigns and tactics targeted at specific countries like Spain and India.
This presentation was made as part of our communications strategy utilizing social media and traditional media.
To learn about our community project, join us at www.admsp.org
Visit us at: www.altosdelmarsculpturepark.com and at www.linkingpublic.org
Cabarita is a picturesque inner-west Sydney suburb located on the Parramatta River. It features newer housing developments with amenities like gyms and golf courses. Cape Cabarita is a popular housing community next to Prince Edward Park, a venue for weddings and recreation. Cabarita is well-suited for those who enjoy waterfront living and parks. Public transportation provides easy access to Sydney CBD for work or entertainment. Ferry, walking and driving are common ways for locals to get around. Cabarita Park is a 10-hectare waterfront park popular for various activities and events.
Cruise Tourism Marketing and Image TormationFlatio
This document discusses cruise tourism, including trends, sustainability issues, and marketing. It notes that cruise tourism has seen rapid growth in passenger volume and covers various cruise segments. Sustainability is a concern due to waste production and potential environmental impacts on destinations. Marketing efforts include working with travel agencies, online promotions, and conventions. Lake Balaton in Hungary was provided as a local cruising example that markets through various channels.
How To: Devise and Present a Social Media Strategy Manal Assaad
This is a sample of a social media strategy I devised for a concept exhibition as a case study to Qatar Museums Authority. It is based on my MBA research (available for download here http://bit.ly/XqxftK) and this was the requirement:
Create a social communication strategy and sample content calendar for an exhibition on Andy Warhol. Imagine that qma is putting on a 4 Month exhibition this year on the highlight pieces from Andy Warhol, pop artist. The challenges are the Qatari community know or care very little about him or his work. Regardless, it has been decided that the exhibition will proceed. The budget for marketing is qr6 million, 1 million is dedicated to social media.
The campaign should consist of a 2 month pre-opening education outreach to get the community to know more about warhol and to motivate them to come and share their interest to others throughout the exhibition lifecycle. You can use a range of resources such as films, pre recorded interviews, images of him and his work, art label descriptions, competitions, outreach, interactives etc. think outside the box and be creative. The target market is Qatari community. There are 4 stages to exhibition communication: 1) pre opening campaign, 2) Opening night, 3) duration of exhibition and 4) pre closing.
If you wish to integrate offline communication such as PR and advertising to show how you would align your online with offline then do so. Demonstrate how you would approach each campaign stage. Your strategy should be realistic and achievable (state all resources required or assumed.)
Melbourne as a Global Cultural Destination - BCGFelipe Sotelo A.
This document provides a summary of a report on improving Melbourne as a global cultural destination. It finds that Melbourne has a strong cultural base but faces challenges from other investing cities. It recommends five strategic priorities to strengthen Melbourne's position: 1) Increasing awareness of Melbourne's culture, 2) Protecting infrastructure like creative work spaces, 3) Optimizing the current offer through marketing and attractions, 4) Expanding the offer with new festivals, institutions and infrastructure, and 5) Enhancing governance through improved agency collaboration. The summary examines Melbourne's cultural strengths and weaknesses and compares it to best practices in other global cultural cities.
The document provides information for freshers joining the Media and Communication course at Coventry University. It outlines highlights of the city of Coventry including arts, culture, sports, and nearby attractions. It also summarizes fresher week events and what the course offers students including opportunities for international experience, employability modules, and no extra costs. Popular careers in media and communications are also listed such as journalism, marketing, public relations, television and film production, and digital technology development. Students are encouraged to make the most of support and opportunities at the university.
Dr Paul Barron and Dr Anna Leask
Edinburgh Napier University
Presentation from the Museums Galleries Scotland 'Fortune Favours the Brave' conference, September 2013.
The document provides an overview of a unit on print-based advertising for a Level 3 Cambridge Introductory Diploma in Media course. It covers topics such as aims and objectives, target audiences, representation, campaign messages, relevant legal and ethical issues, and methods. Specifically, it analyzes an advertisement for the V Festival, discussing the festival's sponsorship by Virgin Media, its target demographics, and how theories like the male gaze are not applicable given the nature of the pop music festival. It also examines intellectual property rights, copyright, slander and libel laws, model releases, royalties, and violence prevention in relation to advertising the festival.
The Museum of Modern Art is launching a $200 million capital campaign to build a new Education Center. The Education Center will provide hands-on art education experiences for people of all ages through art studios, digital media labs, galleries, and programs. It aims to make art education more accessible and experiential. The campaign has a goal of raising $75 million for an endowment to sustain programming. A timeline outlines the campaign in four phases from 2006-2008, which will involve cultivating donor prospects, securing major gifts, and increasing public awareness.
Vancouver Classic Rock Museum - Developing Social Media Strategies to Raise I...ubc
The Vancouver Classic Rock Museum wants to use social media to raise its community profile and engage more people. It aims to connect with both classic rock fans and younger audiences. The summary recommends using blogs, Flickr, MySpace, YouTube, Glogster and a radio ad to share content and reach different demographics. It also advises creating Facebook and Twitter profiles to interact with followers and share updates. Digg is proposed to promote content across platforms to a broader audience. The overall strategy focuses on community building over mere promotion.
The Toledo Museum of Art is presenting its annual plan for 2012-2013 to the Museum Board. The plan focuses on expanding access to the collection through digital initiatives and new exhibitions. It also aims to teach visual literacy to visitors of all ages through enhanced programming. Additionally, the plan seeks to increase the Museum's visibility using marketing for upcoming shows and cultivate relationships with artists through residencies and exhibitions. Progress is being made towards strategic objectives of collection access, education, visibility, building improvements, and artist partnerships. The Director will oversee evaluation of activities to achieve these strategic goals.
Tourism has grown massively over the past century due to advances in transportation technology, increased leisure time and income, and greater variety in vacation options. National parks are important tourist destinations that provide recreational and economic benefits but also face challenges from heavy traffic and environmental pressures at popular "honey pot" sites. Effective management is needed to balance visitor access with conservation goals.
SPONSORSHIP - proposal sample - Colours in the Community Suki Fox Murley
Artists for Kids is proposing that BC Hydro become the title sponsor of their annual fundraising gala "Colours in the Community". The event showcases art by children in Artists for Kids programs and raises funds to support art education programs. As title sponsor, BC Hydro would receive prominent branding and promotion. Artists for Kids feels BC Hydro is a good fit as a sponsor because their values around environmental sustainability, youth, and community align well with the goals of the event and organization. The proposal package outlines the event details, sponsorship benefits, and how supporting Artists for Kids can help BC Hydro achieve its strategic community objectives. Artists for Kids is requesting a response by September 4th to incorporate BC Hydro's branding in marketing if they accept the title
This document provides an overview of a Level 3 Cambridge Introductory Diploma in Media unit on print-based advertising. It includes sections on aims and objectives, target audiences, representation, campaign messages, relevant legal and ethical issues, regulatory bodies, and methods. Specifically, it analyzes a print advertisement campaign for the V Festival, a popular UK music festival, discussing the aims of increasing brand awareness and ticket sales through sponsorship and social media hashtags. It also examines the target demographic of 14-22 year olds and considers various audience analysis theories in its segmentation approach.
The Burke Museum is launching a new exhibit called "Empowering Women: Artisan Cooperatives that Transform Communities" from June to October. This digital marketing plan recommends tactics to promote the exhibit such as developing partnerships with organizations focused on women's empowerment, creating social media content about female empowerment and artisans, and integrating digital engagement activities into the exhibit experience to drive word-of-mouth. It also suggests better leveraging the museum's position on the UW campus through campus media and promotions targeted at students and faculty in late September.
ProjectArt is an after-school, weekend, and summer visual arts education program for children and youth in New York City. It aims to actualize students' artistic visions, introduce them to the business of art, exhibit their work in public spaces, and allow students to earn 100% of the proceeds from any art sales. The program takes a unique approach to arts education by teaching professional art skills and experience alongside creativity. Classes cover all visual art media with an emphasis on digital media. Student works are exhibited in galleries and the students participate in the curation and installation process.
The document proposes using social media and online advertising to promote the Detroit Institute of Arts (DIA) museum and increase awareness of its collection and programs. It recommends targeting families with children in addition to older audiences. Currently the DIA uses 11 social media sites and offers various free admission deals. Sample online ads and a proposed $50,000 annual budget for advertising are provided. Goals are to generate more traffic and support the DIA's $25 million annual budget.
The "Tale of the two cities" projects was financed by European Commision funds in frame of Erasmus+ Programme. The project aims at deploying youth to participate in multiple activities for the purpose of increasing
awareness and appreciation of cultural and environmental heritage of Madeira Island. EVS participants engage in
various endeavours for strengthening integration of local community and promote healthy lifestyles.
The document provides an overview of a global communications plan for Aspire Communications Team 2. It outlines their vision, mission, situation analysis, goals and objectives. It identifies key messages, target countries and publics. The global strategy involves building awareness of Abu Dhabi and its Music and Arts Festival through various campaigns and tactics targeted at specific countries like Spain and India.
This presentation was made as part of our communications strategy utilizing social media and traditional media.
To learn about our community project, join us at www.admsp.org
Visit us at: www.altosdelmarsculpturepark.com and at www.linkingpublic.org
Cabarita is a picturesque inner-west Sydney suburb located on the Parramatta River. It features newer housing developments with amenities like gyms and golf courses. Cape Cabarita is a popular housing community next to Prince Edward Park, a venue for weddings and recreation. Cabarita is well-suited for those who enjoy waterfront living and parks. Public transportation provides easy access to Sydney CBD for work or entertainment. Ferry, walking and driving are common ways for locals to get around. Cabarita Park is a 10-hectare waterfront park popular for various activities and events.
Cruise Tourism Marketing and Image TormationFlatio
This document discusses cruise tourism, including trends, sustainability issues, and marketing. It notes that cruise tourism has seen rapid growth in passenger volume and covers various cruise segments. Sustainability is a concern due to waste production and potential environmental impacts on destinations. Marketing efforts include working with travel agencies, online promotions, and conventions. Lake Balaton in Hungary was provided as a local cruising example that markets through various channels.
How To: Devise and Present a Social Media Strategy Manal Assaad
This is a sample of a social media strategy I devised for a concept exhibition as a case study to Qatar Museums Authority. It is based on my MBA research (available for download here http://bit.ly/XqxftK) and this was the requirement:
Create a social communication strategy and sample content calendar for an exhibition on Andy Warhol. Imagine that qma is putting on a 4 Month exhibition this year on the highlight pieces from Andy Warhol, pop artist. The challenges are the Qatari community know or care very little about him or his work. Regardless, it has been decided that the exhibition will proceed. The budget for marketing is qr6 million, 1 million is dedicated to social media.
The campaign should consist of a 2 month pre-opening education outreach to get the community to know more about warhol and to motivate them to come and share their interest to others throughout the exhibition lifecycle. You can use a range of resources such as films, pre recorded interviews, images of him and his work, art label descriptions, competitions, outreach, interactives etc. think outside the box and be creative. The target market is Qatari community. There are 4 stages to exhibition communication: 1) pre opening campaign, 2) Opening night, 3) duration of exhibition and 4) pre closing.
If you wish to integrate offline communication such as PR and advertising to show how you would align your online with offline then do so. Demonstrate how you would approach each campaign stage. Your strategy should be realistic and achievable (state all resources required or assumed.)
Melbourne as a Global Cultural Destination - BCGFelipe Sotelo A.
This document provides a summary of a report on improving Melbourne as a global cultural destination. It finds that Melbourne has a strong cultural base but faces challenges from other investing cities. It recommends five strategic priorities to strengthen Melbourne's position: 1) Increasing awareness of Melbourne's culture, 2) Protecting infrastructure like creative work spaces, 3) Optimizing the current offer through marketing and attractions, 4) Expanding the offer with new festivals, institutions and infrastructure, and 5) Enhancing governance through improved agency collaboration. The summary examines Melbourne's cultural strengths and weaknesses and compares it to best practices in other global cultural cities.
The document provides information for freshers joining the Media and Communication course at Coventry University. It outlines highlights of the city of Coventry including arts, culture, sports, and nearby attractions. It also summarizes fresher week events and what the course offers students including opportunities for international experience, employability modules, and no extra costs. Popular careers in media and communications are also listed such as journalism, marketing, public relations, television and film production, and digital technology development. Students are encouraged to make the most of support and opportunities at the university.
Dr Paul Barron and Dr Anna Leask
Edinburgh Napier University
Presentation from the Museums Galleries Scotland 'Fortune Favours the Brave' conference, September 2013.
Similar to Sample Marketing Plan Huiting Zhang (20)
2. Introduction
This marketing plan consists of five major parts. The whole plan is designed to position
Masterworks as a community-centered art museum, attract outside visitors, structure social
media channels, discover new ways of generating revenue and provide suggestions on
website design.
Engage the Community
Objectives
Increase reputation, event sponsorship and participation
The arts-related institutions in Bermuda include Dockyard Glassworks & The Bermuda
Rum Cake Company, Bermuda Underwater Exploration Institute, Bermuda Aquarium,
Museum & Zoo, Bermuda’s UNESCO World Heritage site, Bermuda National Trust
Historical, Bermuda National Gallery and Masterworks Museum of Bermuda Art.
Taking the advantages of hosting art works by Bermudian and international artists and
the great location in Bermuda Botanical Gardens. Masterworks can position itself as a
community-centered art museum providing a pleasing experience to the neighborhood and
visitors.
Fundraising activities are highly affected by the recession of economy, raising the
importance of admission fees and membership .1
Target
Primary: Mom & Kids
Older kids are more likely to visit museums or go to concerts or plays as part of a
school trip as well as with family. The maturity of older kids helps them to sit through and
enjoy the whole events. Female tween tend to attend more arts-related events than male
tween. Mother/son events can be used to bring in more male tween to the museum .2
Secondary: Older Adults
First Research1
Mintel Reports2
MASTERWORKS MUSEUM OF BERMUDA ART 2
3. Many baby boomers continue to work and stay active even at an older age. There are
additional opportunities for increasing their participations .3
Some Successful Cases Tailor Towards Our Target:
Yerba Buena Center for the Arts (YBCA) in San Francisco, CA: Refine the after-school
work program to young artists’ residency by offering long-term program for selected teens in
the neighborhood with mentorship, lab access, advisory meetings, helping the young artists
create their own projects.
Columbus Museum of Art (CMA) in Columbus, Ohio: Open Center of Creativity;
Collaborate with education institutions, local bands, comedians, and artists to inspire
creativity in the community. Since everyone needs creativity, this program targets not only
the traditional scope of museum visitors but also mass audiences.
The Philip Collection in Washington D.C.: Provides art therapy to older adults (inspired
by MoMA’s Alzheimer’s Project) Example session flow: invite older adults to art discussion
when the museum is closed to the public; Art therapist invite participants to reflect on the
theme and create artworks; The art therapist will guide them through the whole experience.
Marketing Tactics
•Develop programs aimed at schools for field trips
•Create Art Lab for teens and adults.
•Launch an experimental program on Art Therapy
•Include Masterwork as a stop on major artwork tours and private collectors’ artwork
•Host dinners, cocktail parties and corporate events to attract the social elite and raise
funds. Work with travel companies who have joint marketing efforts with corporations that
sponsor events and exhibits.
•Promote museum along with the Bermuda Botanical Gardens and the Café
(homemade fare)
•Support graduate study program
First Research3
MASTERWORKS MUSEUM OF BERMUDA ART 3
4. Engage The Visitors
Objectives
To increase traffic and to keep visitors engaged during and after their visit to the
museum
Situation and Trends
•Bermuda is one of the world’s richest countries in terms of per capita income and is
famous for luxury facilities. Bermuda’s tourist sector has been declining due to people’s
preference for more accessible rival destinations . April through October is Bermuda’s “Beach4
and Sizzle” season .5
•U.S has been the largest source of visitors accounting for 72% of all arrivals. The
volume of airline service is a significant factor to the number of arrivals. Arrivals from the US
increased by 1% as Delta supplied additional airlift from LaGuardia airport in New York City.
Arrivals from Canada declined by 12%, largely due to a 25% reduction in service by Air
Canada from Toronto and Halifax. After declining from 2008-2012, arrivals from the UK have
the strongest positive growth of all countries at 13% in 2013 .6
•Currently, roughly 235,000 tourists arrive in Bermuda by air, while cruise ships are
almost double that at about 400,000. Although cruises bring more people to Bermuda, airline
passengers tend to spend more. They spend an average of $150 per person while cruise
passengers spend roughly $97 per person. Masterworks Museum of Bermuda Art is located
in Hamilton, where harbor accommodates cruise and other large ships .7
•The new 10-year master plan (made in 2012) of Bermuda includes enhanced sports
tourism products, new luxury resorts, spruced-up beaches and has a focus on the meetings,
incentives, conference and exhibitions market and the sports tourism markets to drive up air
Global Market Information Database4
Bermuda Department of Tourism5
Global Market Information Database6
Hotel Management7
MASTERWORKS MUSEUM OF BERMUDA ART 4
5. arrivals. The main target markets: groups and meetings, weddings and romance and golf
enthusiasts .8
•Leisure tourism shows a decline in 2013 but still is the main purpose for travel
accounted for 78% in 2013 of total arrival. Business visits has grown by 22%, indicating the
growth in convention business as well as an overall shift to an international business
economy on the island .9
•Visitors come from cities with a heavy emphasis on athletics. Golf, water sports and
yacht racing are the examples of the most popular ones.
Call to Action: Marketing right before arrival
Airplane:
Promotional video on airplane: target business elite
Airline Chosen: Delta
Delta offers the most lines to Bermuda on a daily basis
Cruise:
Booklet on cruise ship: target couples
Affluent, older adults are key cruising segment; Married adults without children in the
household are most likely cruisers .10
Cruise Chosen: Royal Caribbean International
Carnival Cruise Lines is by far the most commonly used accounting for 46% of cruise
usage. Royal Caribbean International is the second commonly used accounting for 28%.
However, use of Carnival has declined while Royal Caribbean saw a continuous increase.
Among the most affluent, use is higher for Royal Caribbean and lower for Carnival. Royal
Caribbean also has more ships to Bermuda .11
Bermuda Department of Tourism8
Global Market Information Database9
Mintel Reports10
Mintel Reports11
MASTERWORKS MUSEUM OF BERMUDA ART 5
6. On Site Promotion
•Giving QR code at the administration desk and asking the visitors to download the
museum app
Museum App:
Example 1: target on kids
Baltimore Museum of Art “Matisse for Kids”: Short and funny animated video is used
to introduce kids Henri Matisse and his works. The dog image used in the video to introduce
Matisse has been a consistent image used for the museum programs for family.
Masterworks can add more features on the app to attract parents and kids by offering
suggestions on “reading of the day” for tots, kids in 1st-4th grade, kids in 5th-8th grade and
high school teens.
Example 2:
Apple "Education App of the Year" 2011-NYPL Biblion by New York Public Library:
Theme based multimedia content
Masterworks can create content based on art pieces in the museum and extend it to art
history and trends in modern art.
Example 3:
Action Painting App: Easy splatter paint on screen
Easy, fast interactive functions can be adopted by the museum app
•“Like” the museum on Facebook or Instagram and get a customized postcard
Social Media
Social media channels can help the museum to connect with visitors before, between
and after visits.
Two Campaigns carried by Facebook and Instagram
•Selected photos from followers (engage community)
Create Hashtag #masterworks
Repost 3 Bermuda photos taken by followers who use this hashtag every other day
Masterworks use the two channels to post artworks created by teens and adults.
MASTERWORKS MUSEUM OF BERMUDA ART 6
7. •Photo Contest (engage potential visitors)
Create Hashtag #mybermudamasterworks
Post photos of 10 pieces of artworks from the collections of the museum
People create their own artworks based on the 10 pieces. It can be photo or 15-second
video. Participants post their works using hashtag #mybermudamasterworks
Judges from Masterworks will select 2 candidates for the final selection. The winner
will be the one with photo or video getting the highest number of likes on Instagram and
Facebook. Masterworks will sponsor the winner a trip to Bermuda.
Primary Platform: Facebook, YouTube
Facebook is the most common social-media platform used by worldwide travelers (who
normally use social media) accounting for 76% of usage .12
YouTube (generate content for Facebook)
•Launch BermudaArtTV on YouTube
Example: MOCAtv, videos are sorted by categories like Art + Music, Art + Fashion, Art
+ Comedy and The Artist’s Studio etc.
•Create short educational videos on trendy topics, recorded lectures conducted in
Bermuda, news of local art markets
•Use YouTube as a platform to exhibit the art projects made by teens and adults
Facebook
•Post videos from BermudaArtTV
•Not only does it deliver information of artworks, but also introduces film, music and
culture
•Every Wednesday night, Masterworks holds and leads a live discussion on Facebook.
People will be discussing one appointed movie or artwork under the post. Divergent
thinking is encouraged by the leading questions.
•Carry the two campaigns
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MASTERWORKS MUSEUM OF BERMUDA ART 7
8. Secondary Platform: Instagram
Social networks that enable users to share content such as photos and video are proving
popular with travelers. For this reason, the other most popular social channels are Flickr,
Instagram and Pinterest, each used by 6-7% of worldwide travelers .13
•Post photos of Bermuda, exhibitions and museum related activities, only post artistic
photos
•Carry the two campaigns
New Ways to Give
•Making donations via text message has become a successful way of fundraising for
museums .14
•Crowdfunding sites (ex. Kickstarter and Indiegogo) can also be used by museums to
raise money for new exhibitions .15
•Send email subscribers the news of events, discount, exhibitions, etc.
TripAdvisor13
First Research14
First Research15
MASTERWORKS MUSEUM OF BERMUDA ART 8
9. Website Design
Pop-up Incorporated Landing Page
Registration Dropdown
MASTERWORKS MUSEUM OF BERMUDA ART 9
Theme: Botanical Gardens
Main Color: Green (#5aa545)
Typeface: Copperplate ABCDEFG
Baskerville ABCDEFG
Color Palette
Clean, Simple and minimalistic
Welcoming and store-resembling
Easy to navigate and purposeful