Museum of Modern Art Campaign: Part 1

THE MUSEUM OF MODERN ART GABRIEL BROWN K I M F O N TA N E Z ALANA SICELOFF ASHLYNN WEBB

OVERVIEW We chose the Museum of Modern Art (MoMA) in New York City as our non-profit organization for our campaign project. The Museum was founded in 1929 as an educational institution. Its mission is to be the foremost museum of modern art in the world. Part of this mission is the encouragement of a more in-depth understanding and appreciation of modern and contemporary art by the diverse audience that it serves.

To achieve these goals, the Museum recognizes that modern and contemporary art transcend boundaries and involve all forms of visual expression that are an open-ended series of arguments to be explored through various collections. It is essential to the Museum and its mission to remain central and engaged with the present. In order to do this, the Museum must periodically reevaluate itself and respond to new ideas.

R E S E A RC H We began researching the museum and its attendance through its annual report and financial statements. We realized that the museum didn’t struggle with donations or daily attendance, but it lacked in membership participation.

According to a study by Reach Advisors, a strategy and research firm focused serving community-driven enterprises, including a number of America's largest and most innovative museum organizations, art museums generally have older visitor bases. The study, Museum Audience Insight, surveyed over 40,000 museum-going households and identified that over 65 percent of respondents were over the age of 50.

The study also showed that 86 percent of art museum respondents had at least a college degree. Additionally, 55 percent have at least one parent with a college degree. Reach Advisors stated, “In short, we found that art museums and history museums primarily draw adult audiences looking for adult experiences.”

We saw this as an opportunity to truly align the Museum’s mission statement of transcending current demographics, reevaluating itself, responding to new ideas and thereby engaging with the present, younger generation of art-lovers and future members.

TA R G E T AU D I E N C E The study also shed light a commonality of art enthusiasts – a college education. This realization combined with the lack of involvement in the younger generations caused us to focus our membership activation campaign on working-class, college-educated adults from 28 to 37 years old.

Meet Chen.

32 year old interior designer.

New York born & raised.

A member of MoMA.

WORK, WORK, WORK

H E R PA S S I O N S

Chen’s work never stops. From hitting the vintage consignment shop on the corner, to researching new trends, she’s always on the go. This makes her appreciate her free time to the fullest extent – never a dull moment.

After graduating from New York University’s Institute of Fine Arts, Chen followed her love of design and architecture and created her own interior design business. She uses blogging and photography to fuel her passions.

HER STYLE

HER BRANDS

Chen keeps it simple. Her wardrobe is overwhelmingly black and white. She keeps her trendy apartment simple and classy and instills the same style in the spaces she designs.

Chen enjoys the finer things in life. She works hard and treats herself. She gets her tech from Apple, her info from Ted Talks and podcasts, and her clothes from Zara and AllSaints.

MoMA’s Become A Part Campaign Strategy The Museum of Modern Art’s Become a Part campaign seeks to place every day busy professionals in the world of art. The campaign will immerse consumers in a culture of creativity and establish engagement within the local art community.

Creative Strategy Statement: The campaign will target men and women in the tri-state area and encourage them to take time out of their busy days to enjoy art by becoming a MoMA member. Ads that display the benefits of membership and make the target audience feel they are part of the art community will convince them.

Advertising Plan Advertising Challenge: The Museum of Modern Art experiences a high volume of daily ticket sales, but lacks individual and dual membership sales.

Advertising Objective: Increase individual and dual memberships within the target market by 20 percent in 12 months.

Competition: Direct: Other museums such as The Metropolitan Museum of Art, and The Guggenheim.

Indirect: Other entertainment options such as theater, movies and bars.

Tone Statement: Sophisticated, modern and minimalistic.

News Release FOR IMMEDIATE RELEASE For more information contact: Abigail Williams Director of Public Relations, MoMA 212-987-6543 The Museum of Modern Art to host first ever “Sunset Under the Stars Gala” NEW YORK, NY (Feb. 14, 2016) – The Museum of Modern Art (MoMA) will reveal the newly discovered Van Gogh painting, “Sunset at Montmajour,” at the first ever Sunset Under the Stars Gala on Saturday, May 7, from 7 p.m. - 11 p.m. inside the MoMA. “Sunset at Montmajour,” on loan from the Van Gogh Museum in Amsterdam, will be on display for the entire duration of the event. A portion of the night's proceeds will go to Free Arts NYC, an organization providing underserved children and families with a unique combination of educational arts and mentoring programs to help them foster the self-confidence and resiliency needed to realize their fullest potential and explore art as a career.

“Some of our Confirmed VIP guests include Jimmy Fallon, Sarah Jessica Parker, James Franco and Anna Wintour. We are very pleased to have some of New York’s finest attend our first ever Sunset under the Stars Gala and we are very thankful for their support,” said Glenn D. Lowry, Director of the MoMA. “This event will also allow our potential members to get to know our current ones, and during this time we will also be announcing new MoMA member benefits.”

Sunset under the Stars will be an exclusive event for members, however, there will be a limited amount of tickets sold to the general public. General admissions tickets will be $200 and existing members will receive a discounted ticket at $150. A single ticket includes admission for one, food, drinks and access to view “Sunset at Montmajour.”

“This benefit will have something for everyone. With food, wine, art and dancing, it will be impossible not to have fun,” said Kathy Halbreich, Assistant Director of the MoMA. And plus you never know who just might show up.”

The Museum of Modern Art (MoMA) was founded in 1929 as an educational institution and is dedicated to being the foremost museum of modern art in the world. The MoMA carries out this commitment by creating, preserving and document a permanent collection of the highest order that reflects the uniqueness of modern and contemporary art. For more information about MoMA, please visit http:// www.moma.org. ###

Media Advisory FOR IMMEDIATE RELEASE

The MoMA Member Mixer What: The Museum of Modern Art will be hosting its very first MoMA Member Mixer. This exclusive event will give members a chance to mingle with fellow members and meet potential members while discovering some of Picasso’s never before seen sketches.

Non-members with proof of purchase of attendance to the MoMA within the past month will be able to purchase tickets for $20 with the option of joining as a member at a reduced cost.

When: Saturday, August 6, 2016 from 8 – 11 p.m.

Where: The Museum of Modern Art 11 W 53rd St, New York, NY 10019 Midtown Manhattan between Fifth and Sixth Avenue.

Who: Founded in 1929 by Abby Aldrich Rockefeller, Lillie P. Bliss and Mary Quinn Sullivan, the Museum of Modern Art (MoMA) is dedicated to being the foremost museum of modern art in the world.

Visuals: The event for the public and members will feature: Members enjoying wine, food and music provided by DJ Calvin Harris.

Members smiling as they enter a garden full of live art.

New members entering an exclusive preview of Picasso.

MoMA Member Gala Email

Subject: MoMA Sunset Under the Stars Gala Join us Saturday, May 7, 2016 for the first ever Sunset Under the Stars Gala featuring Vincent Van Gogh’s newly discovered painting, “Sunset at Montmajour.” Members will enjoy a five-course meal, open bar and live band while being some of the first to witness Van Gogh’s legendary artwork at the MoMA. Partial proceeds of the event will benefit Free Arts NYC, an organization providing underserved children and families with a unique combination of educational arts and mentoring programs to help them foster the self-confidence and resiliency needed to realize their fullest potential and explore art as a career.

The MoMA will also be announcing new membership benefits including the MoMa After Hours, which provide members with exclusive access and extended hours.

MoMA members can purchase tickets at a discounted rate and a limited number of tickets are available to the public.

To purchase tickets or corporate tables please visit: http://moma.org/SunsetUnderTheStarsGala.

For further inquiries, please contact the Department of Special Programming and Events at 212-708-9680 or specialevents@moma.org.

Thanks for becoming a part of the MoMA.

MoMA New Member Mixer Emails.

Subject: Interested in becoming a member at the MoMA? Thank you for recently visiting the MoMA. We’re glad you enjoyed your time and would like to extend an invitation for you to attend our first ever MoMA Member Mixer.

This exclusive event will give you a chance to mingle with current members and experience all the benefits that come with being a MoMA member. You’ll have the opportunity to discover some of Picasso’s never before seen sketches and see the MoMA in a new light.

For more information and to purchase tickets, please visit: http://moma.org/MemberMixer.

Please note, you must provide your proof of attendance within the past month of the mixer to purchase your ticket. The membership fee with be reduced by the amount of the ticket should you decide to join us as a MoMA member.

Thanks for becoming a part of the MoMA.

Subject: Join us for our MoMA Member Mixer We will be hosting our very first MoMA Member Mixer on Saturday, August 6, 2016 featuring some of Picasso’s never before seen sketches. This exclusive rooftop event will give you a chance to mingle with current members and meet potential members.

The event will be located on the rooftop of the MoMA with food, refreshments and music provided by DJ Calvin Harris.

For more information and to purchase tickets, please visit: http://moma.org/ MemberMixer.

Thanks for becoming a part of the MoMA.

Digital MoMA Membership Card/Ticket

YouTube Short: “I Became A Part When”

“I became a part when I saw the Manet exhibit. I walk by the MoMA on my way to work regularly. I had visited the museum a couple of times before but never saw the need to become a member. One day I went to see the Manet exhibit. From the minute I stepped in the room, I couldn’t stop admiring the detail on all of the paintings. Each one had such personality and precision.

I knew almost instantly that I wanted to come back to see Manet’s paintings.

I knew it was something I could continuously enjoy.

I knew I wanted to Become A Part "

Social Media Posts Don’t just look at art, become a part of it by joining our membership program. For more info: bit.ly/1ckcXew #becomeapART #MoMA Don’t miss your opportunity to come to the Sunset Under the Stars Gala on May 7. Get your tickets at: bit.ly/1ckcXew #SunsetUnderTheStars #MoMA

Come see the newly discovered painting by Vincent Van Gogh at the Sunset Under the Stars gala at the MoMA on May 7. Tickets for the public are limited, so get yours today: bit.ly/24aV10r

Join us for the very first MoMA Member Mixer on Saturday, August 6 to mingle with fellow members and meet potential members while discovering some of Picasso’s never before seen sketches. Non-members can join the fun with proof of museum attendance in the past month. For more info: bit.ly/1ckcXew #becomeapART #MoMA

Social Media Posts (cont.)

Don’t just come see the art, Become A Part of it by joining our membership program. #BecomeapART #MoMA

Come see the newly discovered painting by Vincent Van Gogh at the Sunset Under the Stars Gala at the MoMA on May 7.

Tickets for the public are limited, so get yours today! #BecomeapART #MoMA #SunsetUnderTheStars