Jordan Schnitzer Art Museum Media Plan
Presented By : Bryan Lewis, Carson Massey and Nik Bownlee Brownlee
SUMMARY The Jordan Schnitzer Museum of Art opened its doors in 1933. The bulk of the Museum’s collection features pieces of Chinese, Japanese, Korean, and American Artworks. The Jordan Schnitzer Museum strives to offer a destination for destination and education through the art. As a Campus museum, The Schnitzer has a dual purpose- “to meet the needs of the University community through students and faculty and serve the community as the largest museum in our area.” Currently the Museum has 1603 paying members, and a social media presence of 3093 on Facebook, 1923 on twitter, and 115 on Instagram. There is little to no discussion on the posts. The main demographic for museum members in 25+ and membership levels dip in the 18-25 demographic. This dip translates to low numbers of student memberships and participation. In an attempt to raise awareness of the museum this four-pronged approach will revamp the current online social media presence, while offering access to new audiences through creative guerilla tactics online. New installations on campus, like the
free art wall will raise the profile amongst students and new signage outside will make the building’s exterior more inviting to people passing by. Lastly, new partnerships with local businesses will raise the off campus profile amongst young people.
SWOT Strengths
Weaknesses
• Free for students
• Appearance of Museum is intimidating
• Convenient campus location
• Underutilized execution of Social Media
• Only museum accredited by AAM in Oregon
• Some student mindsets do not appreciate the fine arts
Opportunities
Threats
• Increase museum awareness
• Schoolwork
• Improve social media presence
• Social media use
• Increase membership in desired demographic (1824)
• Offcampus entertainment
OBJECTIVES Increase the online footprint of museum. Expose target demographic to benefits of Museum membership. Raise curiosity towards the museum. Transform image of museum in correlation with values of the target demographic.
AUDIENCE The target demographic of this media plan is people 18-24 in the Eugene area. This population consists of students and young professionals who live an active lifestyle. Time away from work and studies are spent with friends or at home with roommates. The goal of this media plan is to attract this demographic by integrating the values into promotion and advertising.
CHALLENGES The challenge that the Jordan Schnitzer Museum of Art faces is the college lifestyle. When not busy with studies, students tend to spend their time with friends or at home. Leisure time and recovery time, the competition of the museum, is sparse. The challenge becomes how to make students want to come to the museum with all the distractions of the college scene.
MEDIA
Dorm Fliers
Dorm fliers will be an effective tool in the JSMA’s goal of increasing awareness to its incoming freshman class. 8.5x11 fliers will be placed in dormitory halls, bulletin boards, and larger lecture halls when freshman move in at the beginning of the fall. New students are looking for things to do, why not give them an idea? The fliers would intrigue and engage the freshman, which would create long lasting relationships for the younger students and the museum.
Daily Emerald and Quack’d The Daily Emerald and Quack’d are two perfect print sources to target students and
inform them about the benefits of the JSMA. Writing articles, like, “ten best places on campus to bring a date,” or “Where is the best coffee on campus,” are great opportunities to plug the JSMA.Quack’d is an online publication that takes a more edgy stance, it would be a great way to cross promote the Facebook “confessions page.” If an article were to appear talking about crazy things that happen in the JSMA, it will raise the profile of the museum amongst students.
Ethos and Flux
Ethos and Flux magazine are two great and highly circulated student magazines. What makes them great places for the museum to advertise is that they are heavily geared towards design. A full-page ad about the JSMA featuring links to the social media pages, and other ways to get involved with the museum, is a great way to target students.
MEDIA
Digital
Hallspot
Hallspot is a brand new social media platform. The startup, based in Eugene, provides a way for exclusively college students to find out where their friends are and what they are doing. This is achieved by “spotting in” with a picture at local establishments and house parties. Businesses have begun to partner with Hallspot by providing incentives for users to frequent their establishments. By providing a coupon or incentive for spotting in, the Jordan Schnitzer museum of art can capitalize on this growing market and attract students to come through the doors. Incentives could look like coupons for Marché and the gift shop, or perhaps a partnership with an off campus business for cross promotion.
Instagram is one of the most popular social media platforms for college students. The ultimate goal of the JSMA should be to be followed by every student at the University. The museum will execute this through a social media competition, encouraging students to upload their favorite pieces of art around campus to their Instagram accounts. Using the hashtag “JSMAC” (Jordan Schnitzer Mueseum of Art Contest), they’re entered into the contest automatically. The voting will be open to anybody for the first round, which will be done on the Museums website, as well as Facebook page. We’ll spread the word through the JSMA website, and social media platforms. Once the voting is over JSMA interns will decide the winner based on their popularity and “Klout” scores. It is in the best interest of the museum to have a prize that correlates with the museums values. Our winner will receive a Windows Nokia Lumia 1020 camera phone. Our campaign will be centered on the slogan: “Create Your Own Art.”
MEDIA
Digital
The JSMA’s Twitter account has fallen short of its responsibility of being more interactive with the University’s student body. What the Schnitzer will do in 2014 will revert its past tendencies, and will start by following more students whose tweets correlate with the museums interests. When students tweet things about art, giving back, inspirational quotes, popular things to do on campus, etc., the museum interns will favorite and retweet those students. To further engage and promote curiosity for the museum, in the next year the JSMA will periodically tweet trivia to its followers. The first correct response will receive a prize to something inside the museum. This will become more popular as the museums popularity grows, and will keep students following by not getting bored.
Facebook is a perfect platform for a guerilla style ad campaign for the Jordan Schnitzer Museum. “the University of Oregon Confessions” page is home to a community of 13,000 students and people ages 18-24 (mostly). On top of being the perfect source for access to the demographic, the community is highly involved with the page (likes and comments). By looking at the posts that are most successful the museum would craft witty stories while simultaneously plugging the benefits of the museum. After some time writing stories, an article would run in the emerald about the stories from the website. This anonymous ad campaign would lift the profile of the museum without anyone being conscious of the source.. All this would be with the intent of working the JSMA into the conversation of students.
MEDIA
Outdoor
Free Art Walls
What better way to create a buzz about art, than giving students a place to do art? We believe that the art wall(s) would draw in students to throw something up in public. There are multiple walls inside Allen Hall that are very similar. The main wall on the second floor always has writing on it, as well as the lab walls upstairs. We think this cold benefit the Schnitzer because there would be some Schnitzer signage on the board that would get people to recognize the Jordan Schnitzer name. Additionally, the free art walls can tie into the Instagram contest. We believe that multiple walls (at least 2) would be best. The location of the walls would be by the EMU and by the quad near the Schnitzer.
Projection sign
Our idea is to bring a new visual element to the outside of the Schnitzer. First and foremost we want to let people know what the building is. When you walk by there is MINIMAL signage even saying that the building is the Jordan Schnitzer Museum. Our first idea is to have a projection light that projects “The Jordan Schnitzer Museum” across the top of the main entrance. This will draw attention to the museum building in a positive way also while appealing to the “cool”. Projectors range in price, but considering the simplicity of the projection $3000 could cover the projector and installation.
FLOW CHART
BUDGET Free Art Walls - $4,000 -Based on kickstarter campaigns Projection sign - $2,949 -Derkensen GL 200 MSD-A Projector - $2,449 -Installation~$500 Instagram Contests - $300 -Nokia camera phone - $300
Social Media Makeover - $0 Printing 1000 flyers $~400 Flux Magazine/ Ethos Magazine- $1800 annually -full page ad - $300 per term
Total Cost - $9,449
EVALUATION The quickest way to track success of the campaign would be the new members that our efforts brought in, as well as observing the foot traffic inside the museum. After six months of launch, we plan to release a survey to students on campus to gauge how successful the museum had been in increasing its popularity, membership, and foot traffic.
THANK YOU