Indiana University Art Museum

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Indiana University Art Museum KVMJ Agency

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Indiana University Art Museum. KVMJ Agency . Situation Analysis. Established 1941 Provide culture to IU and the surrounding community Receive limited national exhibits (Andy Warhol and William Morris) Less then 2000 followers and likes between Facebook and Twitter. Situation Analysis. - PowerPoint PPT Presentation

Transcript of Indiana University Art Museum

Page 1: Indiana University Art Museum

Indiana University Art Museum

KVMJ Agency

Page 2: Indiana University Art Museum

Situation Analysis Established 1941 Provide culture to IU and the

surrounding community Receive limited national exhibits (Andy

Warhol and William Morris) Less then 2000 followers and likes

between Facebook and Twitter

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Situation Analysis Welcomed more then 53,000 visitors

this past year Paper brochures vs. email list Have 100 volunteers (docents) that

help facilitate tours Uninviting website

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SWOT Strengths

› Free› Attached to Indiana University› Location

Weaknesses› Selection of channels for messages› Lack of Directed Marketing Campaigns

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SWOT Opportunities

› Shows with more national recognition› Social Media penetration

Threats› Lack of Innovation› Other area art and culture facilities

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Research Analysis

77%

23%

Yes No

Did you know admission to the museum is free?

57%

43%

Yes No

Did you know there is a coffee shop and patio at the museum?

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Research Analysis

1 2 3 4 5

28

39

23

8

2

On a scale of 1-5 (1 being not informed at all and 5 being very informed) how informed are you of the

activities and exhibits at the IU Art Museum?

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Research Analysis

Transportation Hours of operation Friends to go with Interest in exhibits Other

11

29

74

83

19

What factors contribute to your decision to visit the museum?

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Research Analysis

29%

16%

21%

24%

10%

Where do you go to get your infor-mation about campus events?

FacebookTwitterIDSFliersOther

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Research Analysis What would encourage you to go to

the art museum?

More publicity and advertisement x26 Interesting exhibits x25 Friends who would want to go with me x5 Free food or drink x10 More events x5 Better knowledge of what’s there for free

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Campaign Plan Campaign Goals

› Increase student involvement› Increase attendance at museum exhibits

and special events

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Campaign Plan Publics

› Indiana University student body Messages

› Informative, entertaining, relevant, and modern

› Focus on Student› Visiting the museum can be social and

group oriented

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Campaign Plan Channels

› Social› Print› Email

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Campaign Plan

Objective: Social Acquisition

› Increase the number of Facebook “likes” by 25% and the number of Twitter followers by 50%. Currently 402 people follow the Twitter profile and 1,187 people like the Facebook page.

  Strategies:

› Exclusive content › Incorporate print media

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Campaign Plan

Objective: Email Convert / Grow

› Increase the number of email newsletter subscribers by 25% and convert 100% of physical mail subscribers to email subscribers.

Strategies: › Email opt-in opportunities

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Campaign Plan

Objective: Social Engagement

› Increase Facebook impressions by 80% and Twitter retweets / replies by 50%, returning valuable insight into which pieces of content fans and followers are interested in and engaging with.

Strategies: › Maintain fresh and timely information› Separate content plans

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Campaign PlanObjective: Partnership

› Partner with student groups, academic departments, and other campus organizations across multiple schools / disciplines to spread awareness of the museum and generate returning visitors

Strategies:  › Use Facebook to discover and nurture potential student

group partners› Connect with academic departments and campus

organizations to host innovative events at the museum

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Flyers/Posters distribution(Social Acquisition)

Number of Facebook likes increases by 25%(Social Acquisition)

Number of Twitter follows increases by 50%(Social Acquisition)

Number of email subscribers increases by 25%(Email convert/Grow)

Number of Facebook impressions increases by 80%(Social Engagement)

Number of Twitter replies and retweets increases by 50%(Social Engagement)

Partner with student groups, organizations(Partnership)

Campaign Plan Timeline Jan. 8 Jan. 15 Jan. 22 Jan. 29 Feb. 5 Feb. 12 Feb. 19 Feb. 26 Mar. 4

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Campaign Evaluation Social Media Metrics Post flyers advertising the IU Art Museums

online presence around January 15th Measure the increase in social media

exposure the following week. What we expect to see:

› 25% increase in “likes” on Facebook› 50% increase in followers in Twitter› 25% increase in email subscribers over the

course of the semester

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Campaign Evaluation Not only do we want more “likes”,

followers, and subscribers but we hope that these new people will engage in the social media by sharing on Facebook and tweeting and replying on Twitter.

Eventually, we want to partner with other student organizations at IU.

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Indiana University Art Museum

KVMJ Agency