ima marketing plan
TRANSCRIPT
Marketing Plan
Targeting College StudentsScott Goodwin
July 2015
Executive Summary
Major Findings:
Virtually no one surveyed was aware that they were entitled to free membership
The IMA has a number of engaging programs and initiatives that target younger audiences, but the information about these programs is not reaching its intended audience.
The IMA has an opportunity for a closer relationship with the targeted university art departments and campus museums
The information portals most utilized by IMA patrons contain information that is out of date, hard to locate, or does not exist.
Executive Summary
Significant Recommendations Integrate IMA membership registration into university programs Create an “engagement” team that will interact with target audiences
outside of the museum grounds Actively engage university administrators, faculty, and aligned
campus groups Break down barriers between the museum and their target audiences Update all outward facing platforms
Key Messages
“The Indianapolis Museum of Art is a premier institution that brings quality and highly acclaimed exhibits for its patrons and provides a lasting experience for all those who attend.”
“The Indianapolis Museum of Art provides a venue for public and private occasions that allow groups of all sizes and interests to enjoy themselves. All of these experiences are guided by the mission of the IMA: to fuel and ignite the exploration of art and expression.”
“The Indianapolis Museum of Art seeks to unite that which has been acclaimed and that which is experimental, those who are young and those who are young at heart, those who are explorers and those who have yet to explore.”
Campaign Goals
Awareness Access Attendance
Awareness
Social Media Utilize new platforms and handles (ArtX) to promote different voice/demos Build relationship with social media managers of target campus and
departmental handles
Tap in to college resources Email Lists Text Alerts Media Boards Hallway TV Computer screen savers/desktop background
Awareness (cont.)
Nonprofit Expo College Newspapers NUVO Campus Bus Services
Website Updates
The IMA website currently makes no mention of the free membership for area college students
There are numerous placements within the current website structure to add visibility to this offering
Website UpdatesMembership Page
Membership page makes gives no information on free membership for qualifying students.
No online registration
Website UpdatesNew Membership Page
Includes all information about program, ex. qualifications and online registration process
(Some students can receive free IMA membership. To see if you qualify, click here)
Additional notification
Website UpdatesAdmission Page
Website UpdatesNew Admission Page
Link to Membership page List other groups that
qualify for free admission
Website UpdatesCollege & Universities
Website UpdatesNew College & University Page
Insert new subsection promoting program
Links to “Student Membership” section
Access
Break down barriers that separate students from utilizing their membership
Allow for online registration Change membership from “1 year” to “current student” Allow student ID cards to double as membership cards
Students who opt in receive special branding on ID cards
Access (cont.)Take advantage of campus events for registration
opportunities Orientation Week
Integrate membership sign up/opt-in into the orientation process IMA representative presentation Collateral in orientation packet
Set up booths during peak hours (ex: lunch) where students can learn about the IMA programs and register for membership Campus centers Campus Museums Sporting events
AttendanceBuild relationships with key university personnel
Administrators Campus Museum Curators Faculty Student Groups Sororities/Fraternities RA’s
Attendance (cont.)Build IMA offerings around university programs
Classes incorporating IMA exhibits Dual/complementary exhibits Dual campus events
Begin on campus, end at IMA
Engaging the Audience
Meet “Jimmy”
Engaging the Audience
Laying the Groundwork College Search
Website Updates: “Student Benefits” page List all discounts/free passes students receive
Insert new subsection
Engaging the Audience
Laying the Groundwork
Insert new subsection
Engaging the AudienceLaying the Groundwork
…where current IUPUI students can register for a free membership…
Engaging the AudienceLaying the Groundwork
Campus Visits Acceptance Packet
“Student Benefits” collateral
Engaging the Audience
Capitalize on Opportunity
Orientation Include portion to sign up online One click opt in?
Student ID Given at ID creation Permanent vs Semi Permanent
By the end of the first day, opt in students should have completed all necessary processes to take advantage of IMA offerings, as well as an impression of its significance.
Engaging the AudienceContinued Reinforcement Collateral pieces around campus
Fliers, TVs School messages
Events calendar Newsletter/Email Social Media/Text Alerts Faculty
Events Housing Art Shows Meal times
Engagement Team
Much of this campaign hinges on human capital, and it is recommended for the IMA to create a “street team” that will take on may of the duties outlined in this report.The purpose of this street team is to engage target audiences both within and outside the IMA campus on their level.
Recommendation:Full time Street Team Leader (salaried)………………IMA manager compensationPart time Team Members………………………………………payment per engagement
Evaluation
Short Term Goals Update Website Increasing the number of memberships by students
Intermediate Goals Increase the number of students that visit the IMA campus and its offerings Improved collaborations between the IMA and college administrations
Long Term Goals Breaking down the behavioral and psychological barriers that currently challenge
the IMA Improving “top of mind” metrics Creating new life-long members
