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Indiana University Art Museum

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.

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Indiana University Art Museum

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  1. Indiana University Art Museum KVMJ Agency

  2. 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

  3. 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

  4. SWOT • Strengths • Free • Attached to Indiana University • Location • Weaknesses • Selection of channels for messages • Lack of Directed Marketing Campaigns

  5. SWOT • Opportunities • Shows with more national recognition • Social Media penetration • Threats • Lack of Innovation • Other area art and culture facilities

  6. Research Analysis Did you know admission to the museum is free? Did you know there is a coffee shop and patio at the museum?

  7. Research Analysis

  8. Research Analysis

  9. Research Analysis

  10. 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

  11. Campaign Plan • Campaign Goals • Increase student involvement • Increase attendance at museum exhibits and special events

  12. 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

  13. Campaign Plan • Channels • Social • Print • Email

  14. 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

  15. 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

  16. 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

  17. Campaign Plan Objective: • 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

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

  19. 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

  20. 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.

  21. Indiana University Art Museum KVMJ Agency

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