Broad Art Museum
Client
Industry
BAM MSU
Art
Category
Research / recommendations
About
For ADV486 - Integrated Campaigns, four teams were created for two REAL clients who came to us with their specific goals. My team was lucky enough to receive MSU’s own Broad Art Museum. Their internal team came to us with four goals:
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Make the Broad students’ 3rd place.
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Increase awareness as a free place to study.
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Get students in as early (freshman) and as often as possible.
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Bring/amplify new (student) voices and perspectives.
Our approach to formulating recommendations was comprehensive. We conducted Focus Groups and In-Depth Interviews, delving deep into student perspectives to gain a holistic understanding of their needs and expectations.
I’ve always loved visiting the Broad and the history behind the museum. Once it was announced, I was ready to fight for the opportunity to have them as our client. My team and I poured lots of time and energy into learning more about the Broad and finding ways to increase awareness. I have forced my friends and partner to come to the Broad because of how cool it is, so it was great to do this on a broader scale.
You can download the slides below or take a look at some of the campaigns we created!
Edge of Campus
Key findings from our focus group showed us that students don’t know where the Broad is located but if they did, they didn’t know what the broad was. Our slogan quickly tells students what they need to know about the Broad: its location and what it is.
Always ___
Accessibility is incredibly important to the Broad, and a fundamental part of accessibility is communication.
During our focus groups, it was clear that students weren't aware that the Broad is Always Free.
In addition to external signage, we recommended that the Broad increases awareness of its free admission through social media.
Slant Your Perspective
SYP was based on the insight that not enough students know what is at the Broad. This campaign asks students to slant their perspective on the Broad and art in general. Having students interrogate their knowledge (or lack of knowledge) allows room for education.
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