Final digital marketing strategy for MSU New Media Driver's License, spring 2012.

1. Detroit Institute of Arts
Online Marketing Strategy
NEW MEDIA DRIVERS LICENSE
ANDREA PERRY
APRIL 16, 2012
Image: Detroit Institute of Arts

2. Detroit Institute of Arts information
 DIA history
 Founded in 1885
 Current director: Graham W.J.
Beal
 Major renovation and
expansion completed in 2007
 Museum covers 658,000
square feet
 More than 100 galleries, 1,150-
seat auditorium, 380-seat
lecture/recital hall, art
reference library, state-of-the-
art conservation services
laboratory
 Financial situation
 Cut budget by $6 million in
2009 and has continued to
make cuts since
Image: Travel Adventures

3. Strategy information and goals
 Target audience
 Detroit residents searching for local art museums and Detroit
visitors looking for something to do in the city
 Four specific audiences
 Detroit residents age 18-35 with kids
 Detroit residents age 18-35 without kids
 Detroit visitors age 18-35 with kids
 Detroit visitors age 18-35 without kids
 Strategy goals
 Generate museum interest in a younger demographic and
increase the DIA’s revenue
 Because this audience spends more time on websites and
social media, the DIA should improve its online presence and
use digital media to attract these potential customers

4. Campaign’s main theme
 Including more user-
generated content
 Help capture the DIA’s
atmosphere and attract
potential customers
 Publish more posts and
videos created by visitors
on all social media
outlets to get the
audience more engaged
 This will make them want
to come to the museum
and share their
experiences with others
Image: Peter Greenberg

5. DIA’s current social media tactics
 Active social media sites
 Facebook
 YouTube
 Twitter
 Foursquare
 Art Babble
 Podcasts
 Wordpress
 Flickr
 People Movers
 Yelp
 Keep using these sites and
add more content made by
visitors
 Capture the DIA’s atmosphere
and attract new customers
Image: Detroit Institute of Arts

6. Foursquare
 DIA currently gives visitors
20% off their membership
on their second check-in
 This encourages frequent
visitors to check in so they
can access this deal
 Suggestion: Include an
offer for first-time visitors
 Example: 10% off an item at
the gift shop or 15% off next
visit with first check-in
 Will appeal to new visitors,
brand DIA as friendly and
worthwhile tourist spot
Image: Slash Gear

7. Email lists
 Allow website and museum visitors to sign up for an
email list where they’ll receive updates on art in
Detroit and Michigan
 Emails should focus on sharing news about local artists,
not promoting the museum itself
 Goal: Get customers to develop a positive relationship with
the DIA as an information outlet
 Include coupons and deals to DIA exhibits at the end of
the email
 Customers will see it if they read to the end, but they won’t
feel as though the DIA is simply pushing its own products
and services

8. Online advertising
Different ad platforms Keyword and ad examples
 Google AdWords  Keyword suggestions
 “Sponsored links” on Google,  Detroit residents 18-35
AOL and Ask.com pages without kids
 Detroit art museums
 Write one- to two-line text ad
that displays when users  Detroit visitors age 18-35
with kids
search for selected keywords
 Activities for kids in Detroit
 Facebook Ads  Sample ad copy
 Create ads targeting specific Detroit Institute of Arts
audience based on location, Explore art – for kids and
language, education, work, adults!
age, gender, birthday, likes, $8 for adults, $4 for kids
interests, connections, etc.

9. Digital strategy budget and timeline
Budget Timeline
 Annual operating  User-generated content
budget:$24 million should be created
 Social media is low-cost, but
the DIA needs to allocate continuously
funds for online advertising  Seasonal peaks
 Facebook and Google ads  Holidays, school breaks,
 Start with $2 bids per summer months
keyword and a budget of $50
per day  Publish new content more
frequently during these
 Initial budget at $50/day is
$18,750 for a 12-month peak times
period and $37,500/year for  Offer more deals on email
both services lists and Foursquare

10. Measuring campaign’s success
 Facebook Ads Manager
 Basic data on impression and
clicks
 Includes information about the
audience’s age, gender, and
location
 Google Analytics
 Post-click data on keywords,
search queries, and match type
 Tracks page visits, time spent on
each page and which actions
were taken on each page
 Increase in ticket and
membership sales
 “Likes” on Facebook
 New followers on Twitter and
Foursquare
 Response to email list
Image: Library Tech Training