Institution: The Newark Museum of Art
Exhibition: Museum art exhibition
Year: 2023
Background
This three-month-and-a-half exhibition represented a unique opportunity for the museum to be the first institutional retrospective of Carlos Villa, the influential and groundbreaking Filipino American artist, teacher, and activist.
Challenge
Raise awareness of a short-timed but major exhibition as the museum transitioned out of requiring proof of COVID-19 vaccination.
Solutions
➛ Wrote a marketing plan with strategic market research informed by museum attendance studies during the pandemic. This insight helped position visitation as a continued safe and enjoyable experience.
➛ Worked with the creative director in producing indoor and outdoor design assets to support campaign implementation across advertising (social media, display, OOH), email marketing, website’s landing page, social media, and PR.
➛ Edited copy for exhibition and related programs’ landing pages, email campaigns, ads, press releases, and flyers.
➛ Partnered with a PR agency to create a media kit with approved exhibition assets and facilitate visits by journalists.
➛ Announcements prioritized communications to members and donors, followed by current audiences in owned channels and new audiences in paid campaigns.
➛ Featured content highlighting the artist’s striking portrait and works in the gallery with engaging photography and key messaging prompting early visitation and alert of the closing date.
➛ Special promotions featured related public programs: a community day event featuring Filipino American cultural traditions and performances, a virtual conversation, and an on-site talk.
Results
- Over 3,500 visitors experienced this exhibition from Thursday – Sunday during its three-and-a-half month duration.
- Media mentions:
Deliverables
Marketing plan; marketing budget management; collaborative communications with external parties (SF museum partners, advertising and production vendors) and cross-departmentally (curators); messaging; copywriting and edits to web page, press releases, public programs blurbs, social media toolkit, dedicated emails, flyers, ads; design of interactive content; implementation and tracking of all ads; media selection for promotions and press kits; facilitator of press visits to exhibition; creative input for all ads (in collaboration with creative director).
Sample of Deliverables
