Indiana University Art Museum
KVMJ Agency
Situation Analysis 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
Situation Analysis Welcomed more then 53,000 visitors
this past year Paper brochures vs. email list Have 100 volunteers (docents) that
help facilitate tours Uninviting website
SWOT Strengths
› Free› Attached to Indiana University› Location
Weaknesses› Selection of channels for messages› Lack of Directed Marketing Campaigns
SWOT Opportunities
› Shows with more national recognition› Social Media penetration
Threats› Lack of Innovation› Other area art and culture facilities
Research Analysis
77%
23%
Yes No
Did you know admission to the museum is free?
57%
43%
Yes No
Did you know there is a coffee shop and patio at the museum?
Research Analysis
1 2 3 4 5
28
39
23
8
2
On a scale of 1-5 (1 being not informed at all and 5 being very informed) how informed are you of the
activities and exhibits at the IU Art Museum?
Research Analysis
Transportation Hours of operation Friends to go with Interest in exhibits Other
11
29
74
83
19
What factors contribute to your decision to visit the museum?
Research Analysis
29%
16%
21%
24%
10%
Where do you go to get your infor-mation about campus events?
FacebookTwitterIDSFliersOther
Research Analysis 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 Plan Campaign Goals
› Increase student involvement› Increase attendance at museum exhibits
and special events
Campaign Plan Publics
› Indiana University student body Messages
› Informative, entertaining, relevant, and modern
› Focus on Student› Visiting the museum can be social and
group oriented
Campaign Plan Channels
› Social› Print› Email
Campaign Plan
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
Campaign Plan
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
Campaign Plan
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
Campaign PlanObjective: 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)
Number of Facebook likes increases by 25%(Social Acquisition)
Number of Twitter follows increases by 50%(Social Acquisition)
Number of email subscribers increases by 25%(Email convert/Grow)
Number of Facebook impressions increases by 80%(Social Engagement)
Number of Twitter replies and retweets increases by 50%(Social Engagement)
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
Campaign Evaluation 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
Campaign Evaluation 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.
Indiana University Art Museum
KVMJ Agency