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New Media Drivers License Erika LarsonApril 1, 2013

TO BEGIN WITH…

• The DIA’s collection is one of the most admired in the United States today, containing pieces from all over the world.

• The museums holds over 100 galleries , an auditorium, a recital hall, an art reference library and a state of the art conservation lab.

• The DIA’s financial complications in the last years and their endowment for operations is presently at $98 million, which generates about $3.4 million in income, or 14% of the budget.

GOALS AND STRATEGY

Main Goal: Generate awareness about the Detroit Institute of Arts and what it has

to offer.

Strategy:Take advantage of social media options

Create online ads for the museum

Promote deals that the DIA offers

TARGET AUDIENCE

• Based on statistics: 50+ years of age, senior citizens with college degrees

• What we are going to do: Target not only 50+ year old audience but also a middle aged group with children.

• Why? The DIA was recently remodeled and now most exhibits contain displays for children as well as adults. The DIA also offers many activities and programs for children.

SOCIAL MEDIA AT THE DIA

The DIA currently is using 11 Social Media sites:

Facebook

Youtube

Twitter

Foursquare

Art Babble

DIA podcast

WordPress Blog

Flickr

People Movers

Yelp

Pinterest

DEALS

Currently the DIA offers:

• FREE general admission to residents of Oakland, McComb, and Wayne Counties.

• FREE general museum admission to active military personnel and their families from May 30 to September 5 as part of the Blue Star Museums program.

• FREE to all visitors on Ford Free Sundays—the second Sunday of each month—on behalf of a sponsorship by Ford Motor Company Fund.

• Foursquare App: 20% off a Companion Membership on your 2nd check-in at the DIA!

ONLINE ADS

Google AdWords & Keyword Search Results:

1) Detroit Institute of Arts which came in with 18,100 global searches and 18,100 local.

2) Art Institute Detroit which came in with 18,100 global searches and 14,800 local.

3) Detroit Art Museum which came in with 2,400 global searches and 1,900 local.

Sample Ad:

Detroit Institute of Arts: Reviving Global Artworks!

Become a member today and always receive free admission!

Adults $8 Youth $4

www.dia.org

BUDGET AND TRACKING ACHIEVEMENTS

Financial situation at DIA:

• Spending the extra money

• Based on the Traffic Estimator and our knowledge of their financial situation we should be spending about $1 per keyword and about $30 per day.

• The current budget: 25 million dollars annually.

• I am setting a budget of 50,000 dollars annually for advertising and social media.

• Google Analytics: Tracking of Google AdWords and Foursquare Stats

OVERALL…

• Making Social Media and Online Advertising a higher priority

• Never underestimate the power of Social Media

• Keeping things up to date

• Stop by the Detroit Institute of Arts today and enjoy everything it has to offer!

WORKS CITED

• Detroit Institute of Arts. Web. <http://www.dia.org/about/history.aspx>.

• "Museum Audience Insight." 'Museum Audience Insight' Web. <http://reachadvisors.typepad.com/museum_audience_insight/2010/04/whos-coming-to-your-museum-demographics-by-museum-type.html>.

• "The Push for a Millage: Detroit Institute of Arts' past Puts Its Future in Jeopardy." Detroit Free Press. Web. <http://www.freep.com/article/20120722/ENT05/207220515/The-push-for-a-millage-Detroit-Institute-of-Arts-past-puts-its-future-in-jeopardy>.