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Digital Marketing

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Contents

SFMOMA Overview

Our Loyalty Program

Audience Analysis

Competitive Analysis

Keywords &

Digital Channel Mix

KPIs

Content Ideas

Conclusion

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SFMOMA

Overview

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SFMOMA

The San Francisco Museum of Modern Art is one of the largest museums of modern & contemporary art in the United States & a thriving cultural center for the Bay Area.

SFMOMA believes the art of our time is vital & shares it with passion & purpose, & that art & the creative process can open minds and help build a better world.

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SFMOMA

Business Goal:

Become a human-centered, community driven museum that brings the arts to all

Business Objectives:

Obtain 5,000 new memberships each year for five years

KPI: # of New Memberships

Increase museum visitors by 5% each year for five years

KPI: # of Museum Visitors

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Sean

Script:

We want to help solve that problem and create an ongoing relationship with members to build and nurture the SFMOMA community.
With an overall goal of bringing the Bay Area together through art, SFMOMA wants to increase their membership by 5000 new members each year for five years
They also want to attract 5% more visitors each year for five years. (50,000 more visitors). Our plan will help the SFMOMA reach these objectives.

Image Source: https://www.sfmoma.org/visit/five-things-to-do-at-sfmoma/

Art museums are seeing mostly flat growth, with spikes in visitors for extraordinarily popular exhibitions like the recent “Picasso Black and White” at the Guggenheim.

Museums are also finding that as baby boomers age and their money goes to other purposes or other generations, the institutions need to cultivate new groups as bases of support

Dallas Museum of Art offering free entry and memberships to encourage interaction and interest in the museum. Those who enroll as a “friend” or as a “partner,” a benefit-intense version that starts at $100, can earn credits, called badges, for visiting an exhibition, attending a program or sharing an experience online, for example. Those credits can then be used for shopping or dining discounts, access to special programs or free tickets. noon lectures, classical music series, and when the museum is open late.

LCMA introduced a customized membership program to allow members to focus on one of its eight permanent collections. Since then, the $150 Friends memberships have helped push member numbers to 40,000 from 30,000 when the program began in September, said Tom Zydel, its membership manager.

“Focus series” members are invited to special lectures, performances and social events where they can mingle with curators and other experts and meet others with similar interests.

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Branding

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Our Revamped Loyalty Program

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Behind the Canvas

Membership Program

Our updated membership program focuses on making the arts more accessible for all.

Utilizing a new mobile phone app will create an interactive experience unlike anything the SFMOMA has done before.

Adding customizable preferences will cater to each member’s art preferences, whether they are a local rediscovering the SFMOMA or a tourist exploring our halls for the first time.

This updated program will ultimately draw them back for repeat visits, plus:

Increased museum visitors
Increased membership registrations & donations
Increased online interactions

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Behind the Canvas

How Does it Work?

Individual: $150 per year�- Unlimited visits for 1 + 1 free guest per visit

- Members only access to special events

- 10% off Museum Store purchases

- Priority tickets to special exhibitions

- 25% Discounted parking in SFMOMA garage

- Up to eight free tickets for each surcharged special exhibition

Dual: $230 per year�- Unlimited visits for 2 + 4 free guests per visit

- All benefits of The Innovator membership, plus:

- Free admission to our partner museums across the United States - perfect for tourists

- Up to sixteen free tickets for each surcharged special exhibition�

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Updated Mobile App

Interactive Gallery Game

Earn Rewards Points & Redeem

Customizable

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7 floors. 7 ART TYPES

GROUND FLOOR: SFMOMA STORE

2nd FLOOR: CLASSIC MOMA MEMBER This floor has the permanent collection galleries. Hits like Matisse's Femme au Chapeau and Mark Rothko's luminous No. 14, 1960, among other old friends like Frida Kahlo's self portrait with hubby Diego Rivera and important works by Robert Rauschenberg.

3rd FLOOR: THE PHOTOGRAPHY MEMBER This level is largely devoted to photography, one of SFMOMA's great points of distinction.

4th FLOOR: THE ELLSWORTH KELLY MEMBER They span all stages of the artist's career, like a mini survey

5th FLOOR: POP MEMBER Pop, minimal and figurative art (also from the Fisher Collection) and sample must-sees by Chuck Close, Roy Lichtenstein, Andy Warhol and Sol LeWitt.

6th FLOOR: THE FISHER COLLECTION MEMBER Here you'll find one of the best parts of the museum's Fisher Collection. Its amazing post-war German masterpieces. Stroll through a jaw-dropping sequence of galleries devoted to Anselm Kiefer, Gerhard Richter, Georg Baselitz and Sigmar Polke. The museum is renowned for its holdings in this area.

7th FLOOR: THE EDGY MEMBER Where some of the edgiest and contemporary pieces live (Jeff Koons, Matthew Barney, Cindy Sherman, Sherrie Levine).

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Behind the Canvas

Earning Points & Rewards

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Earn Points through museum visits, SFMOMA Store purchases, in-app activities, & more...

Reward Yourself with curator-led tours, insider access to new exhibitions, galas, &

more discounts

Sean

Members can earn points through various actions, whether at the museum or on the app elsewhere
Points can then be redeemed for unique experiences and prizes, including a meet-the-curator tour for their favorite art style

For example, a pop member could redeem their points for a pop art tour and seminar about an Andy Warhol exhibit.

Art Classes - offer discounted classes partnered San Francisco Art Institute

Special Events - discounted tickets or presale options

Members get a discount on classes and workshops at art school of SF (as example) https://www.artschoolsfbay.com/
Partnership with https://sfai.edu/

Earning Points:

Museum Visit = 100 points
Bring a Guest = 50 points
Refer a Friend Membership Sign Up = 80 points
Cafe Purchase = 10 points
SFMOMA Shop Purchase = 20 points
Attend Virtual Event = 20 points
Attend Event = 30 points
In-App Game = 10-100 points per action/s completed
In-App Purchases = 50 points
Donation Value = Points Earned

Rewards: Exclusive to Members Only

Meet the Curator / Curator-led Tours
New Exhibit Behind the Scenes Access
Insider Access to Pop-Up Exhibitions
Cafe & SFMOMA Shop Discounts / Free Gifts
Art Classes (In-Person & Virtual)
Exhibit Opening Event Galas
Artist Speaker Series
Donor Events

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Behind the Canvas

Member Touchpoints

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APP�The Behind the Canvas SFMOMA app will allow members to interact while both in the museum & at home, reach customer service

EMAIL�Newsletters will provide members with DCF updates, exclusive interviews, events, organizations’s progresses.

WEBSITE�Non-members can find membership program information & sign up along with app download instructions, utilizing SEO & keywords

SOCIAL MEDIA�Both organic & user-generated content to entice non-members & engage current members

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Audience Analysis

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CREATIVE & SOCIAL LOCALS

ART SAVVY LOCALS

Target Audiences

900K - 1M

25 - 44 y.o.

Who: Art students, art lovers &

enthusiasts, curious learners

Location: San Francisco & Bay Area

Interests: Live music, coffee shops,

travelling, free entertainment

500K - 600K

45 - 65+ y.o.

Who: Reputable & interested in art,

socially active adults

Location: San Francisco & Bay Area

Interests: Social events & activities,

casinos, museums, classic

music

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The target audience we came up with are creative and social locals age in between 25 & 44, and Art savvy locals age 45 - 65+. These are the 2 biggest population categories in SF (37.5% and 25.9%) and Bay Area

San Franciscans actively support a wide range of cultural institutions, making the arts the fourth largest growth industry in the City. this definitely is reflected in the interest of the public to art and culture, so we suppose our customized membership is a right way to address the audience.

We used Facebook Audience Insight, by applying filters and limiting by location and age we’ve received the following results:

Creative & Social locals make around 1M, interested in live music, social events & life, travelling and doing fun things for free or cheap.

Art savvy locals around 450 thousand, interested in going to operas, museums, casinos, other social activities.

(https://worldpopulationreview.com/us-cities/san-francisco-population/).

(https://oewd.org/arts-culture).

DEMOGRAPHICS > EDUCATION > FIELDS OF STUDY

Modern art

HOBBIES AND ACTIVITIES > ARTS AND MUSIC

Fine art
Photography

INTERESTS > ADDITIONAL INTERESTS

museum modern art

ADDITIONAL ENTRIES

arts
Culture
Museum

25-44 management, admin, sales, healthcare, arts, entertainment&sports

45 - 65 - management, administrative services, sales

Google trends - Modern arts. Topics: fine arts, design, scultpture, arts and crafts movements

Modern art - pattern, contemporary classical music, expressionism,

San Francisco's age distribution shows that 13.4% of its population is under 18, 9.6% are 18 to 24, 37.5% are 25 to 44, 25.9% are 45 to 64 and 13.6% are 65 or older. The average age is 38.5 years, and San Francisco has a smaller percentage of children than any other major metropolitan area in the United States.

https://worldpopulationreview.com/us-cities/san-francisco-population/

Despite the Bay Area’s youthful reputation, residents here are closer to the Commodore 64 (released in 1982) than PlayStation (released in 1994). The median age of residents here ranges from 37 in Santa Clara County to nearly 40 in San Mateo County, both older than California’s median age of 36. It’s not just the median age. There are a lot more people over 65 than there used to be and they make up a bigger slice of the population, mirroring a nationwide trend driven by the long surge in aging Boomers.

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Target Personas

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Competitive Analysis

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The Market

Adults visiting art museums or galleries grew by 13% from 2012 to 2017 but are now

mostly seeing flat growth

Over 14 million American households visit art museums every year

$ Membership is a major source of income for Art Museums

Membership = $ cost 2 x visits for a couple

Top 5 Modern Art Museums in the US:

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Louise

Art museums are seeing mostly flat growth, with spikes in visitors for extraordinarily popular exhibitions like the recent “Picasso Black and White” at the Guggenheim.

Museums are also finding that as baby boomers age and their money goes to other purposes or other generations, the institutions need to cultivate new groups as bases of support

Universal benefits of art membership include

Queue skipping Free tickets for friends

Exclusive member events, Shop and food discounts

Tax breaks on cost of membership

Other innovative ideas from the Art Museum landscape:

Youth Programs Meet the artist Classical Music series’

Performance series Lecture series Customized membership levels

Exclusive launch events Museum overnights

Candlelit tours Kids maker events

Dallas Museum of Art offering free entry and memberships to encourage interaction and interest in the museum. Those who enroll as a “friend” or as a “partner,” a benefit-intense version that starts at $100, can earn credits, called badges, for visiting an exhibition, attending a program or sharing an experience online, for example. Those credits can then be used for shopping or dining discounts, access to special programs or free tickets. noon lectures, classical music series, and when the museum is open late.

LCMA introduced a customized membership program to allow members to focus on one of its eight permanent collections. Since then, the $150 Friends memberships have helped push member numbers to 40,000 from 30,000 when the program began in September, said Tom Zydel, its membership manager.

“Focus series” members are invited to special lectures, performances and social events where they can mingle with curators and other experts and meet others with similar interests.

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Direct Competitor Analysis

Classical Art

Modern Art

Central Location

Non Central location

Membership

Cost

$120-$300

$119-$500

$75-$115

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Direct Competitors

Model: B2C Non Profit

Similarities: Big names in SF. Pricing. Large museums.

Differences: Wider ranging collection. Classic art focused.

Member Benefits; quick queue, event invites, discounted audio tours reciprocal membership.

Threat to business: Tickets can gain you entry to both museums. Wider range of art and artifacts.

Model: B2C Non Profit

Similarities: Central location. Collection features modern art.

Differences: Wider ranging collection. Asian focused. Cheaper GA price.

Member Benefits; quick queue, event invites, audio tours for special exhibits, discounted parking, free entry at nationwide Asian museums.

Threat to business: Cheaper GA. Cultural significance.

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Keywords &

Digital Channel Mix

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SEO Overview

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DOMAIN SCORE�85

SOCIAL SHARES�SFMOMA has 247 social shares. SFMOMA competitors have an average of 500 social shares.

ORGANIC MONTHLY

TRAFFIC

342,367

MOBILE LOADING TIME�

6 SEC

LINKS

�sfmoma.org 1.2 M

famsf.org 435K

asianart.org 422K

When it comes to SEO the sfmoma is already doing a great job

Their domain score is 85

Their organic monthly traffic is over 300 thousand

sfmoma has 1.2 million links linking back to their website

but there are some areas for improvement:

in terms of social share, competitors are doing a lot better than moma. they have around 500 shares and sfmoma only has 247.

mobile loading is 6 second and could definitely be improved

ORGANIC KEYWORDS: The number of keywords this domain ranks for in the organic search

Areas for improvement

ORGANIC TRAFFIC: the total estimated traffic this domain gets considering the organic keywords

Areas for improvement:

Social shares and links

BACKLINKS: 889,924

NoFollow: 11,712

Data source: Ubersuggest

International competitors: Whitney and Guggenheim

(Also: SITE VISITORS�SF competitors are generating: 1,867,179 visitors from Google. That’s 3.6 times more than SFMOMA)

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GOOD KW OPPORTUNITIES

INTENT KEYWORDS

TRENDING

Keywords Analysis

sfmoma events

san francisco gallery

sf museums

contemporary art

sfmoma tickets

sfmoma store

museum near me

Warhol sfmoma

Soft power???

Virtual museum tour

Museum from home

museum of modern art

moma hours

chuck close

duchamp fountain

exhibition artist

sfmoma store

louise bourgeois spiders

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Keyword opportunities	SEO Difficulty
sfmoma museum store	10
sfmoma member reward	24
moma store	58, but volume is high 33100
moma member benefits	14
cindy sherman exhibition	21
sfmoma gift shop	30

Keyword Intent
sfmoma membership sfmoma reciprocal membership
sfmoma member events
sfmoma member party
sfmoma membership benefits
moma membership guests
sfmoma membership fee

Trending
virtual museum
cindy sherman
modern art

We are focusing on longtails because they are cheaper and because visitors don’t look up words like ‘museum’

We feel our bigger opportunities are in the are in the area of keyword intent. High intent keywords are likely to have high commercial intent. These keywords signify a strong intent on the part of the searcher to conduct some kind of transaction.

Intent research works really well in the awareness phase.

We decided to look into trending KW since this is a very peculiar time and while normally trends can be short lived, these days are more likely to stay on for longer.

While art museums and galleries aren’t considered essential businesses, art is an important part of our lives during shelter in place and unsurprisingly words such ‘virtual museum, cindy sherman and modern art’ are becoming very popular.

Data source:

Autocomplete in search engines

‘People also ask’

Keywords everywhere plugin

Google Ads

Google trends

Ubersuggest

Keyword planner

Answer the public

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AWARENESS

INTEREST

CONSIDERATION

CONVERSION

ADVOCACY

SEO, Display Ads & Social Media Ads

SM influencer marketing

Partnerships

Content marketing

Retargeting

Content marketing

Email marketing

Retargeting

Landing page, Website & Mobile App

Email marketing & Mobile App

Conversion Funnel & Digital Marketing Mix

Irina

Museum is a visual place that’s why we we’ll use Social media, influencer marketing, creative, keywords throughout various levels of the funnel. We feel this mix will drive the audience down the funnel to become a member.

We will implement the keywords strategy as well as use CTA learn more leading to the landing page for each digital marketing tool that we use to guide our audience down the conversion funnel.

For the awareness stage we plan to use SEO, Display Ads & Social Media Ads, all with CTA leading to the landing page. As well as Social Media influencer marketing and Partnerships and co-creation with other museums & school of art

Interest stage would be supported by the Content marketing as well as automated Retargeting campaigns.

Consideration stage to be supported by mentioned above tools and Email marketing (oriented to those who have already signed up to the museum Newsletter). We’ll also use promo offers, coupons ( but not discounts)

Conversion tools are Landing page, Website and Mobile App (Customer can be converted at any of these marketing tools, but as already mentioned Landing page is the main one and all our CTA lead to the landing page)

Email marketing and mobile app content are the main tools that serve for advocacy stage. (We suggest to implement referral programs, testimonials and use them for our landing page and website. As the further step we’ll create a blog to be the

Further down the slides we’ll show you some of our contend ideas examples

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KPIs

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KPIs:

Measuring Success

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# of Membership Sign ups (physical/online)

Tracking: signup form data (import data to Salesforce)

Primary

Secondary

# of Member Museum Visitors

Tracking: Museum Attendance Data (feed into Salesforce)

# of App Downloads

Tracking: data from App/app store fronts

# of Points Distributed (app vs. in person) (engagement with the loyalty program/app)

Tracking: App Data

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Content Ideas

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membership.sfmoma.org>Memberships

Membership | SFMOMA | Behind the Canvas

All SFMOMA members receive great benefits like access to amazing exhibitions, special events, discounts in the museum store and much more.

Updated Membership App Museum Address & Hours

Download, have all the benefits 151 3rd St, San Francisco, CA 94103

at one place & Enjoy Open Friday through Tuesday 10am–5pm

Learn more Thursday 10 a.m. - 9 p.m.

Closed Wednesday

Membership Levels Membership Benefits Classic POP Members only access to special tailored Photography Fisher collection events

Ellsworth Kelly Edgy Priority tickets to special exhibitions Learn more Discounted parking in SFMOMA garage

Learn more

Search Engine Optimization

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Influencer Marketing

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Artforum

1.1m IG followers

268, 873 FB followers

Self-described as ‘defining the world of contemporary art since 1962,’ ArtForum is the foremost magazine of the art world & definitely an account worth following to stay up-to-date.

Great news to share! SFMOMA gives life to the new customized membership program “Behind the Canvas”. It includes so many benefits and updated app. Download it, gain points and be aware of all the amazing events, exhibits & classes provided by SFMOMA. #Behind the Canvas #SFBMOMA# membership#Great job

SFMOMA

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Partner Sponsored Content

Art School of SF Bay is a trusted art school for children & adults. It teaches classical art in a modern way through fun & effective classes.

SFMOMA shares the Art School’s attitude & offers museum members a 15% discount on classes & workshops held at the Art school of SF Bay.

For more information:

ucbnov19fp5.dmbootcamp.net

artschoolsfbay.com

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Do you know that SFMOMA was the first museum on the West Coast devoted solely to modern and contemporary art?

Learn more about the museum & its membership

#Behind the Canvas

Take your chance - become a member and experience all the benefits right away!

#Behind the Canvas #SFMOMA Membership #Great vibes

Never knew this! Interesting) and new membership is just awesome! check the app - it’s brilliant)

Content Marketing

We know shelter in place makes us all feel there was no life before the virus. But let us play a memory game. Which floor you like best in SFMOMA? Tag a friend who wants to share experience and memories

Do you know that SFMOMA updated customized membership program Behind the Canvas covers access to the entire museum and tailored our membership options to your art tastes meaning membership benefits will be tailored to you and your favorite art. Pick your favourite membership!

Learn more about our updated membership types! Classic, Photography, Ellsworth Kelly, Pop, Fisher, Edgy. Find yours! #SFMOMA #Behind the Canvas #Membership

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Irina

Content marketing is the tool for almost all the stages and to be implemented on the website, SM, mobile app. You can see the examples of IG posts that engage visitors to have a look into the membership options.

We suggest to use different type of content:

Engagement based like running the polls, tagging a friend

User-generated content, including Regrams, shares

Live stream, Stories, Videos, and other

to be a big part of Social Media content marketing. we will share videos from the latest events for the members,

Posts / Videos about the latest events, etc

Series of youtube videos about the museum (history, renovation process, current overview, artists, art pieces, etc.) - next page

Posts about partnership with other museums & art organizations

Our social media plan covers IG, Fb and Youtube. ‘

Here we give some examples for IG posts that engage followers and visitors of the IG page to have a look into the membership options. The suggestion is to give some piece of content followed by the Learn more CTA that leads to the landing page devoted to the membership program. FB will duplicate the same content and generate its own.

All activities include CTA - Learn more / Join now / Become a member

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Content Marketing

YouTube

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RETARGETING

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Email Marketing

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Irina

Email marketing is important. Consideration stage automated emails will be sent to those who is not a member yet, but is signed up to a museum newsletter. Automated Thank you email will be sent as soon as the customer purchases membership. For the advocacy stage we’ll use different type of emails like rewarding points reminders, how did we do, informative & referrals

Emails marketing is an important part of our campaign and we suggest to use it for consideration and advocacy stages.

Consideration stage automated emails will be sent to those who is not a member yet, but is signed up to a museum newsletter.

Automated Thank you email will be sent as soon as the customer purchases membership - you can see an example.Thank you email for being purchasing our membership with all relevant information about points, options, etc

For the advocacy stage we’ll use different type of emails like:

We missed you - automated email 2-3 months (?) after the guest's visit. Highlight what’s new this season, upcoming events, lessons, classes

Rewarding points reminder with options to redeem + upcoming events +

Happy birthday from the museum + additional benefit in the month of a birthday (Ex bring a friend for free)

How did we do - on the day after the visit ask how the museum did. Thanks for visiting, hope you had an amazing time, CTA - write a review - add a link to the review site. Add relevant hashtag to be tagged by the guest

How did we do - let us know about your membership. What would you like to have more? How can we improve our program?

Informative emails regarding exhibitions, events information

Referral promos - refer a friend - get additional 50 points

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Landing Page

A key tool for conversion. All CTA buttons we had during the campaign lead to this landing page where the conversion happens.

Link to Mock-Up Landing Page

ucbnov19fp5.dmbootcamp.net/

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Mobile App

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Content - Google Display Ads

Keywords

Creative locals

AWARENESS

Membership

SFMOMA Membership

Art Savvy Locals

SFMOMA discount

SFMOMA events

Ad 1

Membership Landing Page

Ad 3

Ad 4

Ad 2

SF MOMA Membership

SFMOMA exhibitions

Ad Groups

Membership Landing Page

Display ads to drive membership scheme awareness

Targeting our two audience segments

Run ads for a month on launch of Behind the Canvas

Ads to run in the evenings & at weekends

Click here for Screen grabs of Ad Campaign setup

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CREATIVE & SOCIAL LOCALS

ART SAVVY LOCALS

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Conclusion

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Behind the Canvas

A Win-Win Initiative

Maximize SFMOMA’s assets to customize membership experience

Leverage physical attendance & increase revenue by growing SFMOMA community

Nurture committed & returning visitors by use of rewards & gamification

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“We want to give back to the city we love by sharing what means so much to us.”

- Doris & Don Fisher, SFMOMA renovation contributors

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Thanks!

Does anyone have any questions?

Irina Boguk, Patricia Calazans, Sean Mikita,

Louise Newlands, & Donata Tortella

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