Recent advances in multi-platform storytelling have changed the patterns of communication between brands and their audiences. It has largely emerged as a way to target audiences with interactive media, often increasing the potential for audience engagement. Some local art organization such as Indianapolis Museum of Art (IMA) committed to understanding and supporting visitor experiences with works of art and other IMA offerings onsite or online. In order to understand its audience and provide better engagement, IMA studies visitor motivation and how people engage with different interpretation approaches to works of art, online visitor segmentation, exhibition and program evaluation, and usability testing. Likewise, this creative project is designed to explore how multi-platform storytelling can help the David Owsley Museum of Art (DOMA) increase audience engagement, as well as generate awareness and attract potential visitors.
"This creative project is designed to explore how multi-platform storytelling can help the David Owsley Museum of Art (DOMA) increase audience engagement, as well as generate awareness and attract potential visitors."
Established in 1991, the David Owsley Museum of Art “cultivates lifelong learning and recreation in the visual arts through its collection of original works of art, engaging exhibitions, and educational programs for the university community and other diverse audiences.” Based on the interview with museum staff and local artists, although many visitors are impressed by their visit, many other non-university related members of the Muncie community are unaware of the museum as an option for visiting. Better marketing and promotion is important to DOMA because its leaders believe that engaging audiences and artists in attending art events, workshops, and other events will result in the various experience and better community expression.
This creative project is established with three main goals in mind:
1) identify and understand the demographics of the DOMA audience through ethnographic research;
2) evaluate DOMA’s existing programs, events, and offerings through surveys of attendees;
3) develop a transmedia marketing campaign that includes digital and physical platforms to address the main goals for this project.
Ideally, after the completion of the creative project, there will be a significant increase in DOMA visitors, as well as greater diversity among audience members who participate in DOMA’s events.