James A. Michener Art Museum

Objective

Open new wing of museum and increase museum family memberships.

Strategy

Created materials and conducted outreach to wide-ranging groups of potential stakeholders in effort to expand interest, number of visitors and increase membership regionally and nationally.

Arranged partnership with the Jim Henson Foundation to support that organization’s traveling exhibition and positioned the exhibit as a family destination.

Targeted specific regional and national broadcast and print media to create a “buzz” beyond local community.

Outcomes

Increased membership three-fold

Broadened membership and visitor demographic from community and local to a regional and national audience.

Targeted media coverage resulting in national recognition.

Measured growth of overall museum attendance.

Enhanced Museum’s ability to attract more prestigious exhibitions.

 

 
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