Presentation on theme: " Established 1941 Provide culture to IU and the surrounding community Receive limited national exhibits (Andy Warhol and William Morris) Less then."— Presentation transcript:
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
Welcomed more then 53,000 visitors this past year Paper brochures vs. email list Have 100 volunteers (docents) that help facilitate tours Uninviting website
Strengths › Free › Attached to Indiana University › Location Weaknesses › Selection of channels for messages › Lack of Directed Marketing Campaigns
Opportunities › Shows with more national recognition › Social Media penetration Threats › Lack of Innovation › Other area art and culture facilities
Did you know admission to the museum is free? Did you know there is a coffee shop and patio at the museum?
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
Campaign Goals › Increase student involvement › Increase attendance at museum exhibits and special events
Publics › Indiana University student body Messages › Informative, entertaining, relevant, and modern › Focus on Student › Visiting the museum can be social and group oriented
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
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
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
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
Flyers/Posters distribution (Social Acquisition) Flyers/Posters distribution (Social Acquisition) Number of Facebook likes increases by 25% (Social Acquisition) Number of Facebook likes increases by 25% (Social Acquisition) Number of Twitter follows increases by 50% (Social Acquisition) Number of Twitter follows increases by 50% (Social Acquisition) Number of email subscribers increases by 25% (Email convert/Grow) Number of email subscribers increases by 25% (Email convert/Grow) Number of Facebook impressions increases by 80% (Social Engagement) Number of Facebook impressions increases by 80% (Social Engagement) Number of Twitter replies and retweets increases by 50% (Social Engagement) Number of Twitter replies and retweets increases by 50% (Social Engagement) Partner with student groups, organizations (Partnership) 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
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
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.