Institution: The Newark Museum of Art
Initiative: Community Night: Brazilian Carnival
Year: 2023
Background
Newark has a significant Brazilian population (in addition to a well-established Lusophone community from Portugal and Cape Verde) that gives the city a unique identity. The Museum invited an influential Brazilian community leader to curate an event celebrating Carnival, one of Brazil’s most significant cultural events.
Challenge
To ensure a minimum of 1,000 event-goers (especially from the Brazilian community) to a four-hour evening museum community event dedicated to Brazilian culture.
Solutions
➛ Built a strong partnership with the program curator to deliver digital and grassroots communications that were culturally aligned to the Brazilian community in the region while engaging a broader audience.
➛ Planned and launched an inviting, multichannel strategic marketing campaign in English and Portuguese, working closely with my team, freelancers (designer, translator, content producers, videographers, photographers), and stakeholders across departments.
➛ Improved content for the event’s landing page and optimized copy for ads, email campaigns, print collaterals, and announcement scripts during museum events and external community festivals.
➛ Tapped into the local Brazilian media to expand event awareness in Portuguese.
➛ Sent media alerts to a selected list of New Jersey media dedicated to family and multicultural audiences
➛ Produced flyers and other print collaterals for the outreach team to share with key community partners.
➛ Worked closely with videographer/photographer to capture the experience of this event through an exciting story that we can use for fundraising purposes and post-event communications.
Results
- With over 1,500 attendees across four hours, Community Night: Brazilian Carnival was the second best-attended community program since the Museum’s reopening in 2021.
- Digital advertising generated over 200,000 impressions and over 8K engagements with a $0.09 CPC
- Email marketing campaigns had over 60% open rate (over 11K)
Deliverables
Marketing plan and implementation, budget management, collaborative communications with external partners and across departments, audience research insights, digital and print promotional assets, integrated marketing campaign, contract negotiations with freelancers and vendors, implementation of all digital and offline advertising (social media, email, Brazilian media, online community portals), marketing and event messaging, and copywriting and edits to program blurb, dedicated emails, flyers, etc.
Sample of Deliverables
