On our fourth episode of the Blaffer Courtyard, we invite a group of young Gen Z entrepreneurs from the C.T. Bauer College of Business at the University of Houston to discuss their collaborative marketing project, titled Dynamic Marketing at the Blaffer Art Museum.
Timestamps:
0:00 Episode Introduction
1:30 Introduction Bauer College of Business Project team members
6:25 What was your knowledge of the Blaffer Art Museum before this project?
11:00 How did assign project roles?
13:00 What makes a business major choose marketing for an Art Museum?
17:20 Marketing Project Survey – How was it shared and what were its findings?
23:30 What is your one recommendation to improve Blaffer’s visibility and notoriety?
28:40 Social media | What posting strategies work to increase student engagement?
29:20 Who has more visitors, art museums or sports competitions?
30:20 Cool marketing stats from Hubspot.
32:00 Review of key social media metrics.
33:00 Social Media post review, “The Red Block Bash”
36:30 The importance of high-quality images on social media.
38:15 How as a museum do we strike a balance between tradition and technology?
41:00 Should post content captions and copy be translated?
43:40 Review of Social Media deliverables and higher than typical engagement for 18-24/Gen Z audiences.
45:40 Review of a social media reel inspired by MTV Cribs and Meet the Kardashians.
53:15-Final Comments and lessons learned.
56:00-Episode Conclusion
Through this project, the Blaffer commissioned a student-led marketing partnership focused on the development of dynamic marking assets across a variety of mediums. The project focused on the student-body at the University of Houston, and the designed assets were created to both increase and sustain student participation and involvement within the museum’s physical and virtual spaces.
Situated within the University of Houston and showcasing exhibitions of contemporary art, one of the Blaffer Art Museum’s goals is to establish the museum as an intellectual and social center for UH students. To achieve this objective, the Blaffer, seeks to increase its visibility amongst the student population through BAMSA, the Blaffer Art Museum Student Association, as well as a blend of unique marketing initiatives, engaging exhibition programming and student-focused events.
Throughout today’s discussion, we hear from the Bauer College team as they share insights about the overall campaign. We also review engagement analytics and examine the numbers behind their design strategies. Additionally, we discover what the team learned about the Blaffer over the course of the project, and what recommendations they can offer towards increasing visibility for the Blaffer and we move to develop more engaging marketing campaigns, particularly for younger audiences.
