SLIDE 1 - BUSINESS, CHALLENGES(image: Vincent VanGogh’s “Self Portrait” (1887) – “I dream of painting. Then I paint my dream.”)
Overview of history, strengths, facts.
founded in 1885, one of the top six art collections in the country
almost 700,000 square feet
contains VanGogh’s ‘Self-Portrait’ - the 1st VanGogh painting to enter a US museum collection
Challenges: generating excitement, involvement with the arts in the local community, as well as generating interest to inspire travelers to visit.
SLIDE 2 – GOALS
Initiate conversations
Create networks of support and participation online
Excitement about creativity
Desire to visit, participate; perhaps with student population in tri-state area
Create desire to visit site, collection pieces – spreading via twitter, facebook etc.
Engage, with the intent of creating long-term relationships that will support the museum in the future
SLIDE 3 - Overarching, Integrated Theme for the Musuem
Current theme: “Let Yourself Go”
how can this be adapted to
digital communication
social networking
evoke a sense of involvement?
Alternate ideas?
Digital involvement
Old media meets new media?
How to increase views of posted commercials online?
SLIDE 4 - Create a “digital curator” position -the position itself would be a news item in the local press - perhaps even a national mention: needs to be clearly defined, planned, hired, and promoted properly.
Responsible for development /design of digital PR / Social Media outreach plans
Interfacing w/ local schools, teachers to establish resources for in-classroom use
find out their lesson plans, design accordingly
define and expand coverage area (Detroit, Ann Arbor, Lansing) as programs are developed, tested, released, and evaluated
Monitors all accounts (FB, Twitter, Blogs) with volunteers, to ensure prompt responses to inquiries, solid relationship building
develop digital internships for college students in the PR/ADV career path (again, developing future potential supporters and evangelists)
Possibly develop / curate a digital art event – available both onsite and online
SLIDE 5 - Key online components of outreach plan could include;
Facebook application development
Celebration of art
Individual artists
Medium (painting, sculpture, photography)
iPhone / mobile app development
Create app that provides current information on DIA, as well as
Involvement (game, checkin, awards-based promotions)
Video
Music
Foursquare checkins
special badges, discounts, memberships
(currently offers a 20% companion discount to holders of 5 check-ins)
Twitter for announcements of upcoming events
Blog(s) - with students invited to become contributors (moderated) - which will stimulate traffic via network of family, friends, and schoolmates
SLIDE 6 - Continuation of outreach plan options:
Video channel on YouTube
Expanding to sponsoring online competitions between youth, with film industry panel of judges
Video channel on iTunes U
special educational programming (currently have podcasts available, that started on Nov. 10)
Video channel on Blip TV
longer-form programming (if desired)
Live webcasts of speakers/events
QR scanner (mobile application)
Onsite and incorporated into exhibitions
Online resources / pages
SLIDE 7 - Metrics of Success
Create a base from which to evaluate the effectiveness of the various programs put into place
Prior to enacting new campaigns, take measurements currently in existence (YouTube - # of hits on various clips loaded, for example).
Document attendance for the previous year and create timeline as the various new campaigns begin. Review monthly to determine effect of social PR efforts
SLIDE 8 - Budget, Timeline, Seasonal –
Determine appropriate salary range for curator position
is there grant funding available for this educational position?
possible corporate sponsorship of an online arts initiative?
Curator would be responsible for
developing, implementing a timeline per campaign
Seasonal campaigns would be very possible.
For example:
create an online Mother’s Day card studio for students to create and send
perhaps cooperate with one or more of the online digital printing resources (Zazzle, Cafe Express, etc) to facilitate creation and shipment, and also asa revenue source
SLIDE 9 - $$ Allocation Across Various Components
Salaried position for “Digital Curator”
Time involved to create volunteer base to contribute
SLIDE 10 – Summation
Plan for the future now
Digital media exhibit ?
Involve children in experiencing art
coordinate with their teachers
try to provide what their schools may be unable to, due to budgetary restrictions
establish and maintain relationships in the educational community
Involve college students as interns
creating a future base of support
Provide hands-on professional experience in the Arts, Education, Technology
Excite your audience
Measure the involvement and don’t be afraid of change