The document proposes using social media and online advertising to promote the Detroit Institute of Arts (DIA) museum and increase awareness of its collection and programs. It recommends targeting families with children in addition to older audiences. Currently the DIA uses 11 social media sites and offers various free admission deals. Sample online ads and a proposed $50,000 annual budget for advertising are provided. Goals are to generate more traffic and support the DIA's $25 million annual budget.

1. New Media Drivers License
Erika Larson
April 1, 2013

2. TO BEGIN WITH…
• The DIA’s collection is one of the most admired in the United States today,
containing pieces from all over the world.
• The museums holds over 100 galleries , an auditorium, a recital hall, an art
reference library and a state of the art conservation lab.
• The DIA’s financial complications in the last years and their endowment for
operations is presently at $98 million, which generates about $3.4 million in
income, or 14% of the budget.

3. GOALS AND STRATEGY
Main Goal:
Generate awareness about the Detroit Institute of Arts and what it has to offer.
Strategy:
Take advantage of social media options
Create online ads for the museum
Promote deals that the DIA offers

4. TARGET AUDIENCE
• Based on statistics: 50+ years of age, senior citizens with college degrees
• What we are going to do: Target not only 50+ year old audience but also a
middle aged group with children.
• Why? The DIA was recently remodeled and now most exhibits contain
displays for children as well as adults. The DIA also offers many activities and
programs for children.

5. SOCIAL MEDIA AT THE DIA
The DIA currently is using 11 Social Media sites:
Facebook
Youtube
Twitter
Foursquare
Art Babble
DIA podcast
WordPress Blog
Flickr
People Movers
Yelp
Pinterest

6. DEALS
Currently the DIA offers:
• FREE general admission to residents of Oakland, McComb, and Wayne
Counties.
• FREE general museum admission to active military personnel and their
families from May 30 to September 5 as part of the Blue Star Museums
program.
• FREE to all visitors on Ford Free Sundays—the second Sunday of each
month—on behalf of a sponsorship by Ford Motor Company Fund.
• Foursquare App: 20% off a Companion Membership on your 2nd check-in at
the DIA!

7. ONLINE ADS
Google AdWords & Keyword Search Results:
1) Detroit Institute of Arts which came in with 18,100 global searches and 18,100 local.
2) Art Institute Detroit which came in with 18,100 global searches and 14,800 local.
3) Detroit Art Museum which came in with 2,400 global searches and 1,900 local.
Sample Ad:
Detroit Institute of Arts: Reviving Global Artworks!
Become a member today and always receive free admission!
Adults $8 Youth $4
www.dia.org

8. BUDGET AND TRACKING ACHIEVEMENTS
Financial situation at DIA:
• Spending the extra money
• Based on the Traffic Estimator and our knowledge of their financial situation
we should be spending about $1 per keyword and about $30 per day.
• The current budget: 25 million dollars annually.
• I am setting a budget of 50,000 dollars annually for advertising and social
media.
• Google Analytics: Tracking of Google AdWords and Foursquare Stats

9. OVERALL…
• Making Social Media and Online Advertising a higher priority
• Never underestimate the power of Social Media
• Keeping things up to date
• Stop by the Detroit Institute of Arts today and enjoy everything it has to offer!

10. WORKS CITED
• Detroit Institute of Arts. Web. <http://www.dia.org/about/history.aspx>.
• "Museum Audience Insight." 'Museum Audience Insight' Web.
<http://reachadvisors.typepad.com/museum_audience_insight/2010/04/whos-
coming-to-your-museum-demographics-by-museum-type.html>.
• "The Push for a Millage: Detroit Institute of Arts' past Puts Its Future in
Jeopardy." Detroit Free Press. Web.
<http://www.freep.com/article/20120722/ENT05/207220515/The-push-for-a-
millage-Detroit-Institute-of-Arts-past-puts-its-future-in-jeopardy>.