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The Metropolitan Museum of Art

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lily chen

on 25 July 2013

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Transcript of The Metropolitan Museum of Art

Channon Chiu
Michelle Del Rio
Amrita Saha
Lily Chen

OVERVIEW
Founded in 1870 by group of businessmen, artists and thinkers.
Located on Fifth Ave. and 82nd St.
Covers over 2 million square feet, hosts 25-30 exhibitions
Over 50 million visitors to the website
OBJECTIVE
BRAND LADDER
PRINT ADVERTISEMENT
PURPOSE:
Awareness
To express that you can experience more than just art at the The MET, but emotions as well
Emphasis on The MET's unique value proposition
DIRECT MAIL CAMPAIGN
DIGITAL ADVERTISEMENT
PROMOTIONAL TIE-IN
BUDGET ALLOCATION
FLIGHTING SCHEDULE
MAGAZINES
Magazine demos match target audience's media consumption habits
Front load strategy to create awareness early
Longer shelf-life
Using regional magazines except NYMag because content still fits regional target audience's interest
Advertise in fashion/ arts/ culture sections
All have circulation over 46,000 and reach affluent neighborhoods
No competitors utilizing this medium
NEWSPAPERS
Selected newspaper to build awareness, more current
According to MRI people who went to museums in past 2 months read these publications the most
Better platform for info dissemination
Use it to build upon awareness from magazine
Short term campaign for more impact
WSJ and NYT have high readership
Advertised in various sections to broaden audience reach
DIRECT MAIL & EMAIL
Email makes it easy to become member
Response times are shorter
Good for communicating all the benefits of membership
Emailed 3x throughout year
1st email goes out as awareness of benefits (few sign ups here)
2nd in early May to prompt reminder ride press from Gala (majority of sign ups)
3rd goes out around holidays (late sign ups)
THANK YOU!

QUESTIONS?
SOCIAL
Use social throughout the year
Mainly as awareness builder and driver to membership website
Hope to leverage word of mouth and sharing capability
Used to target 21-35 as they are more avid users of social media
Targeted tri-state area
Ads all placed on Facebook news feed page
Test groups all variations of culture, museums, news, arts, travel design, upscale events
SEARCH
Branded:
Selected from March-June to leverage buzz/press from Gala
End of year to capture people searching for gift ideas
Will do keyword testing
DIGITAL ADVERTISEMENT
Currently the MET has:
170,000 members
123 corporation patrons
420 members in Apollo Circle
Goal is to:
Gain 7000 new memberships
Targeted towards ages 21-40
With $5 million media plan budget
Executed from Jan 2013-Dec 2013
ATTRIBUTES
ART:
Special exhibits and 25-30 permanent exhibits with over 2 million works of art spanning 5000 years of history
PERKS:
10% discount, free admission, skip lines, sneak previews, newsletters
EVENTS:
Throughout the year including drinks on the roof during summer, concerts, parties, shows etc
EDUCATION:
Art programs, internships, lectures and panels, scientific and conservation research
BENEFITS
ART:
Entertainment from all the visual variety of various artists offered in the different exhibitions throughout the year
PERKS:
I get to save time and money and am always in the know of upcoming exhibits and events
EVENTS:
I get to have sophisticated fun at various events, get to socialize with and meet people with similar interests
EDUCATION:
I get to be involved in art and have a hands on learning experience
VALUES
ART:
I can feel cultured, inspired, awed, and mentally stimulated
PERKS:
I can feel money/ time savvy and knowledgeable
EVENTS:
I get a sense of inclusion, exclusivity and class
EDUCATION:
I can feel productive, credible, and proud to be associated with a world-class institution
POSITIONING STATEMENT
CREATIVE BRIEF
BROCHURE, BUCK SLIP, LETTER, REPLY
MEDIA PLAN
STRATEGY OVERVIEW
Total $5 million
For men and women, ages 21-40, affluent, educated, and cultured from the tri-state
area, from both the city and suburban areas,

The Met membership gives members private access and an exclusive, intimate
relationship with the museum that isn’t available at any other cultural institution

Because it allows these members to become Met insiders, and provides them the
opportunity to pursue their intellectual interests on an exclusive level
separate from the average visitor in terms of shopping, to special events, to
offering vital support to the museum.
Tie in with the Council of Fashion Designers of America
"Punk Chaos to Couture" New Members Party
Met Objective: purchase of membership gets you tickets to this exclusive event
CFDA Objective: designers in Fashion Incubator Program gain press/ awareness, get to create bag, tote, scarf to be launched at event and sold exclusively at MET stores, split profits
Use front-loading to get 70-80% of memberships first half of year, by Costume Institute Gala date
Start first with magazine because lag in response time
Followed by newspaper shorter lag
Direct email as first touchpoint
Direct mail as reinforcement and call to action
Social, Banner, Search all entire year
Utilize Search as catch-all
Spending increase at end of year with holiday season.
Direct mail to follow email
Mailed 2x throughout the year
Build upon email awareness
Picked lists based on same email interests
Chose both lists catered to culture & arts patrons, art & music lovers, and affluent members of exclusive clubs
Unbranded
Goal want membership online so search is an easy driver to membership website
All other media used to drive interest/awareness and sign up through search
What are we selling? Membership
Business Objectives: Acquire 7000 new memberships aged 21-44
Advertising Objectives: Create awareness/understanding of benefits
Deliverables:
Multi-media actionable marketing campaign
Main Driving Force of Program?
Exclusive, intimate, private access and
relationship with the MET
Supporting points:
Intimate relationship with the MET
Competition/ Market landscape: direct & indirect
Tone/Manner: exclusive, private, cultural, sophisticated
Banner ads are a good visual medium
Using year-round to compliment direct email and drive search
Increase around Gala time and holidays
Place on 3 groupings of websites:
NYC Focused: nycgo.com, nymag.com
Consumer rating sites: yelp.com, menupages.com
Social Sites: match.com, linkedin.com
Will do testing
Full transcript