This presentation was made to the board of directors and staff of the Toledo Museum of Art in the fall of 2011 to explain one of the Museum's strategic objectives, Increasing Visibility, in greater detail.

1. Increasing Visibility

2. Increasing Visibility Goals
• Increase the Museum’s
National/International
Reputation
• Promote attendance and
audience engagement
• Drive revenue

3. Increasing Visibility Formula
R.A.C.E.
Research
Plan of Action
Communication Channels
Evaluation

4. Manet: Portraits Opening in 2012
Market Research being conducted now
in preparation

5. Manet Key Findings
• People are more attracted to an
exhibit by the type of art than
the name of the artist
• $10 is an acceptable ticket price
for a special exhibition (88%)
• Manet has better name
recognition than we thought
• Marketing messages should
emphasize Toledo as only US
venue
Research

6. Visibility Strategies
• Build the brand with consistent
messaging and visuals
• Use visual mediums to sell a
visual product (internet/print/TV)
• Segment your audience
• Expand the use of technology
• Strengthen relationships with
the media
• Pilot new programs
Plan of
Action

7. Build the brand with consistent
messaging and visuals

8. Segment Your Audience
“Pride of Toledo” Facebook Contest

9. Expand the Use of Technology
New Mobile App

10. Strengthen Ties with the Media
Meissen Transfer Ceremony
February 23, 2011

11. Pilot New Programs
April 2011 Masters Series Event with
Frank Stella

12. Communication Channels
• The number of communications
channels has dramatically
expanded
• Allows for much better audience
segmentation
• Makes it harder to reach a
“mass audience”
Comm.
Channels

13. Toledo Museum of Art
Social Media Participation
Facebook
Blogs on web site
Flickr
Twitter
You Tube
ArtMail
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2
3
4
5
6

17. Social Media + Search
Social Media + Virtual Events or Promotions
Social Media + Market Research
Social Media + Email
Social Media + Live Events
Social Media + Advertising
Social Media has more impact
when used across channels
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5
4
3
2
1

18. Social media is two-way
communication, not one way
Must engage
your audience
1
Must listen to
conversations
Must know
your audience
32

19. Stella and Botero
Pilot Projects
• Written survey administered by
Dana Syrek from the Director’s
Office
• Gathered demographic
information, information about
their visit, satisfaction and how
they heard about the exhibition
Evaluation

20. Lessons Learned – Botero
• Total attendance of 7,657
despite heavy marketing
• $15 ticket price too high
• Local audience
• Extremely high satisfaction from
those who did come
• Did not have a strong internal
champion
Evaluation

21. Lessons Learned – Stella
• Total attendance of 39,987
• Diversified online marketing
campaign successfully drew
from wide geographic region
• Overall satisfaction good but
responses indicate work was
more challenging for our
audience
• All events with Frank Stella
extremely successful
Evaluation

22. Questions?