Tacoma Art Museum

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Tacoma Art Museum

• Harneet Sekhon
• Bre Greenman
• Garrett Bjornstad

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Background

• Relocation to Pacific Avenue in May 2003.
• Support from community
• Tacoma Art Museum has a permanent collection of
  American, European and Asian art, as well as
  traveling national and international exhibitions.

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Tacoma Area Industry

• 3 Competing art gallery's
• Art on Center Gallery
• William Traver Gallery
• Artrod
• Local competition
• Childrens Museum
• Glass Museum
• History Museum
• 15 Specialty Museums

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Objectives

• To bring in a variety of exhibits to attract
  diverse audience groups.
• To display exhibits that provide value for
  visitors and the community.

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Goals

• Market to the younger demographic while
  maintaining the older patrons.
• Social marketing techniques
• My Space
• Face Book
• Flicker
• Guerilla Marketing techniques
• Third Thursday Flyers
• Outline an innovative and exciting way to bring
  publicity and traffic to the museum.
• Utilize programming, advertising locations,
  marketing messages and promotions

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The Proposal

• Establishing a presence within social networks
• Facebook, MySpace, Flickr
• Creating a new promotional series targeting the
  20-35 year old demographic
• Marketing FREE third Thursdays

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The Campaign Social Networks
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MySpace

• Recommend the creation of a permanent profile
  including
• A simple design, two to three bold colors
• Basic information about the museum
• Links to TAM homepage and other social networks
• Music, blog entries, photos
• Free Third Thursdays

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Facebook

• Creation of a profile
• Follow the website format
• Display museum information
• Post links to other websites and pictures
• Group and event invitations
• Use site to invite friends and networks to events
• Create interest groups for the museum

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Flickr

• Flickr is a social network that shares photos and
  allows users to post comments
• We recommend photos from
• Exterior of museum
• Interior view
• Events that have been held
• Permanent displays
• Use Captions under photos to stimulate interest
  and conversation

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The Experience Series

• Postcards designed to attract the target
  demographic and capture their interest in the
  Tacoma Art Museum
• Highlights
• Free Third Thursdays
• Happy Hour
• Programming and Events

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Distribution List

• Identifies key locations on local campuses where
  the experience series and other promotional
  materials ought to be distributed
• Pacific Lutheran University
• University of Puget Sound
• University of Washington Tacoma

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Evaluation of Plan

• Evaluating networking site
• Myspace
• Facebook
• Flickr
• Ultimate goal
• Increase in museum attendance by the target market

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Conclusion

• Implementation of social networks
• Distribution of postcards at
• Pacific Lutheran University
• University of Puget Sound
• University of Washington Tacoma