The San Jose Museum of Art offers patrons ample opportunities to connect and interact with one another. But when it comes to marketing, the patron has not always been in the frame.
Inspired by the Creating Connection research, the museum decided to shift their marketing strategy and focus on showing the engaging moments of connection and happiness between participants.
In order to know whether the new approach made a difference, they tested photos of museum patrons against their traditional marketing, which often focused exclusively on the artwork.
And? The Creating Connection-inspired Facebook campaign doubled the reach of their traditional efforts and event participation rose 36% over the previous year.
Hear from Sherrill Ingalls, director of marketing and communications at SJMA, about their experience using the Creating Connection framework to refresh their arts marketing efforts.
How can I replicate this?
Applying the Creating Connection framework is easy! You can download tools to get started telling stories that help people grow, give our communities a voice, and contribute to people's happiness and well-being.
The Museum’s work on Creating Connection, as well as this case study, were made possible by the David & Lucile Packard Foundation, the City of San Jose Office of Cultural Affairs, and the #408Creates program. Leadership support was provided by Metropolitan Group and Arts Midwest. Banner image by Noriko Slussen.