Turning visitor surveys into a marketing campaign

HMSG ad 

Just saw this interesting article about the Hirshhorn in the New York Times.  In recent studies, they found out that over half of their visitors stumble in to the Museum accidentally, looking for planes that are actually housed next door at the National Air and Space Museum.  Add to that the imposing nature of a circular building with no windows, and you’ve got a case study for a very challenging marketing plan.

The Hirshhorn turned to artists even before marketing and PR folks, and embraced their “roundness” in an ad campaign titled “Art Surrounds You.” 

Interesting food for thought as we all grapple with defining and engaging our various audiences.  What interesting or unusual tactics do you employ?

thoughts from Denver

Whew! What a whirlwind these meetings are! We invite you to share your favorite moments, ideas you heard, or aspects of the conference that were particularly useful. Here’s a few of mine:

the Affiliations reception at our Colorado affiliate, the Littleton Historical Museum, was a blast. The Museum is terrific; we got a view of SITES’ In Focus show, and met some of Littleton’s stakeholders, including the mayor. For me, one of the best moments was when American Jazz Museum director Greg Carroll offered to send a range of Kansas City bbq sauces to the Affiliations staff. 🙂

Michael Chabon’s keynote talk was terrific. He mentioned “museum” maybe one time. I kept anticipating that he would circle his comments back to the museum field, but he never did, explicitly, which was poignant. He talked about the need to have unstructured, unprogrammed space and time in our lives, especially kids, for the imagination to flourish. Basically, throw away the instruction manual on your Legos, and just experiment. The degree to which Museums can create that space and time that’s so essential to creativity is an interesting challenge.

Denver Mayor Hickenlooper was another huge highlight. He talked about the city’s Scientific and Cultural Facilities District, a 1/10 of 1% sales tax that generates $40 million dollars that is shared among Denver’s urban and suburban cultural resources – museums, zoos, cultural centers. It’s an amazing municipal model. I loved when an audience member tried to persuade the mayor to move to Kansas City!

Jim Collins’ book Good to Great came up in many of the sessions I attended. The “Day in the Life” series seemed to be popular too; in fact, there were many opportunities to join intimate, mentoring roundtables, a great format.

AAM staff kept a blog too, with highlights. Anyway, what were your favorite ideas, sessions, or formats?!

African American History Museum recent news

Preservation Guide booklet Although they have no building yet, the new National Museum of African American History and Culture is busy with some terrific programming. 

Among their recent initiatives is Save Our African American Treasures: A National Collections Initiative of Discovery and Preservation. It’s a collaboration among cultural institutions, community leaders, and the public to preserve and collect African American material culture.  This initiative, in the form of public workshops, hopes to stimulate preservation activity nationwide, and help people identify and preserve objects of historical and cultural significance.   

The program debuted in January 2008 in Chicago.  In July, it travels to Los Angeles affiliate, the Japanese American National Museum.  They have created a wonderful Preservation Guide to give practical tips on conserving a home collection – everything from photographs to textiles to metal.  Look for it at the Affiliations Conference!           

  

 

 

 

 

Affiliations @ AAM

All staff of affiliate museums are invited to join us for a reception in Colorado, during the annual meeting of the American Association of Museums.  Invitation below.  We hope to see you! 

Smithsonian Affiliations cordially invites you to
An Evening at the Littleton Historical Museum:
History, Art & Fun on the Farms  

a reception for staff of Affiliate museums
Sunday, April 27, 2008
5-8pm
Littleton Historical Society
6028 South Gallup Street, Littleton, CO
*multiple roundtrip shuttles will be available to/from
the Denver Convention Center & the Denver Museum of Nature and Science
(confirmation and schedule to follow)

RSVP by April 21 to Aaron Glavas, Affiliations Coordinator
glavasc@si.edu; 202.633.5309

Affiliations and other invited Smithsonian staff
look forward to meeting you there!

An Affiliate since 2003, the reception’s host, the Littleton Historical Society, invites attendees to tour its museum complex, including a recently-expanded main building with galleries devoted to the history, art, and culture of Littleton, and two living history farms on a verdant 15-acre site. Littleton is 10 miles south of Denver, incorporated in 1872 along the South Platte River. Step back in time as you stroll along the banks of Ketring Lake and visit with costumed historic site interpreters on the 1860 and 1890 living history farms.
 

Our Journeys Our Stories in New York

Our Journeys at LIM Many thanks to Joshua Ruff, History Curator and Betsy Radecki, Educator, from the Long Island Museum of American Art, History and Carriages in Stony Brook, NY for this post.  This is the first of what we hope will be many! guest authored posts from Affiliates about Smithsonian experiences at their sites.

                                          The Long Island Museum is thrilled to be hosting the SITES exhibit Our Journeys/Our Stories:  Portraits of Latino Achievement, through June 8.  We opened the exhibit with a gala reception attended by guests from the Smithsonian and sponsor Ford Motor Company along with museum members and local political and social leaders.  Guests toured the exhibit, feasted on fantastic ethnic food and listened to a Uruguayan musical ensemble. 

One of the things we often try to do with traveling exhibits is to add a local dimension or theme.  In Our Journeys, we have added three Long Island Latino achievers and attempted to mirror all of the technical features of the rest of the exhibit – the same graphic design, same framing/matting – to make our section seem to fit seamlessly into the larger whole.  This can be a little more difficult than it seems at first – the colors and finish of the panels from different graphic designers are subtly different, for example – but it came out great and SITES helped us with all the translations.

Latino teacher workshopOn March 18, 40 teachers attended a staff development      workshop and brainstormed lesson plans to use both in the classroom and at the exhibit.   During the coming months the teachers will be bringing nearly 2000 students to the exhibit.  We are very excited about the May 4 free family festival, which will include Latino foods, music, stories and dance, all provided by artists and vendors from the local community. In order to promote the festival, we are partnering with a local library to make April “Hispanic Heritage Month” and are sponsoring both a morning storytelling session for children and an evening music      program for families at the library. To make it easier for visitors to get to the museum, we have arranged to provide buses from area libraries and service organizations.  The festival will also include tours of the exhibit and a chance for families to record their own journeys through videotaped interviews.

I had the pleasure of attending the opening, and was also so impressed upon meeting the many members of the Museum’s “Local Committee of Honor.” Latinos from all sectors of the community including nonprofit health organizations, foreign language teachers, businesspeople and more, celebrated with the Museum and brought the show’s message to the community at large.  Congratulations all!

If you have a Smithsonian experience you’d like to share with other Affiliates, let us know!! 

The Smithsonian names a new Secretary

Secretary-elect Clough  On Saturday, the Regents of the Smithsonian voted unanimously for the 12th Secretary, Dr. G. Wayne Clough. (pronounced cluff)  With a PhD in civil engineering, Clough comes to SI from his post as president of Georgia Tech University.  While there, he has increased enrollment and research expenditures dramatically, overseen the expansion of campuses all over the world, and led two major capital campaigns.  Georgia Tech is consistently ranked among the nation’s top 10 public research universities.  Read more of his bio in this press release.

This experience will relate well to the breadth and complexity of the Smithsonian, as Clough mentioned in his press conference following the announcement.

Clough will start at the Smithsonian on July 1.  We so look forward to introducing him to Affiliates!