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Santa Cruz Museum of Art and History

Santa Cruz Museum of Art and History. Marketing Plan - Alex Richardson MMC II Winter 2014. Santa Cruz MAH: Overview. Emphasis on participatory exhibitions and events Financially and organizationally secure Recently won a large Irvine Foundation grant Goals

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Santa Cruz Museum of Art and History

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  1. Santa Cruz Museum of Art and History Marketing Plan - Alex Richardson MMC II Winter 2014

  2. Santa Cruz MAH: Overview • Emphasis on participatory exhibitions and events • Financially and organizationally secure • Recently won a large Irvine Foundation grant • Goals • Track attendance and conduct segmentation • Increase Latino attendance by 100% • Increase MAH membership by 25% • Create more crossover between exhibition and event attendees • Focus use of social media

  3. Strategy 1: Target Market to Latino Santa Cruzians • Advertise in La Ganga Especial magazine (both print and online) • Create Spanish-language event flyers • Actions dovetail with relationship-building atFamiliaand Beach Flats Community Centers and new bilingual hires • Aim to increase Latino attendance by 100% • Budget: $400/month • Impact assessed through membership ethnicitytracking in Salesforce (CRM) and Community Center surveys

  4. Strategy 2: Create New Ad Campaign for Memberships New membership brochure emphasizes event admission Visitor Services and event staff understand and promote uniform message Dovetails with new “goobyers” program Aim to close gap between exhibition and event attendance Budget: $148 total Impact assessed through new memberships

  5. Strategy 3: Focus Use of Social Media Film PechaKucha and artist talks and upload to Vimeo Videos used as extension of programming, not simply promotional Tweet out time-sensitive updates/clues during surprise and short-term events Aim to increase Twitter followers to 2,000 Budget: $300 total Impact assessed through video views and followers

  6. Strategy 4: Develop MAH Street Squad • Dispatchguerilla marketing team for: • Cradle Project exhibition (create cradles and leave downtown) • Crossing Cultures exhibition (create “passports” and leave downtown) • Aim to drive awareness tosocial justiceissues, increase daytime museum visitors • Budget: $10 • Impact assessed through visitor surveys

  7. Resources and Conclusion • Total personnel hours (initial month): 41 • 16 spent by paid employees • Involves high amount of intern labor • Budget to implement strategies: • Initial month: $858 • Thereafter: $400/month

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