NEW MEDIA DRIVERS LICENSEANDREA PERRYAPRIL 16 , 2012

Detroit Institute of ArtsOnline Marketing Strategy

Image: Detroit Institute of Arts

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

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

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

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 customersImage: Detroit Institute of Arts

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

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

Different ad platformsKeyword and ad examples

Google AdWords “Sponsored links” on

Google, AOL and Ask.com pages

Write one- to two-line text ad that displays when users search for selected keywords

Facebook Ads Create ads targeting specific

audience based on location, language, education, work, age, gender, birthday, likes, interests, connections, etc.

Keyword suggestions Detroit residents 18-35

without kids Detroit art museums

Detroit visitors age 18-35 with kids Activities for kids in Detroit

Sample ad copyDetroit Institute of ArtsExplore art – for kids and

adults!$8 for adults, $4 for kids

Online advertising

Budget Timeline

Annual operating budget:$24 million

Social media is low-cost, but the DIA needs to allocate funds for online advertising

Facebook and Google ads Start with $2 bids per

keyword and a budget of $50 per day

Initial budget at $50/day is $18,750 for a 12-month period and $37,500/year for both services

User-generated content should be created continuously

Seasonal peaks Holidays, school breaks,

summer months Publish new content

more frequently during these peak times

Offer more deals on email lists and Foursquare

Digital strategy budget and timeline

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