Digital, Brand, and Impact
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Slides from 28 September 2021, event hosted by Museo Nazionale Etrusco - Villa Giulia, Italy. Titled: Italy and the United States: Culture, Business, Economy. Investment Models for Economic Recovery. This presentation looks at the importance of brand + digital strategy in the success of museums and cultural heritage organizations, and includes a specific case study from the Minneapolis Institute of Art.
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Digital, Brand, and Impact
- 1. Digital, Brand, and Impact Douglas Hegley, Chief Digital Officer Italy and the United States: Culture, Business, Economy. Investment Models for Economic Recovery 28 September 2021 This presentation is shared: slideshare.net/dhegley
- 3. 3 Why? Reach + Engage + Impact
- 4. Brand 4
- 5. A strong Brand is NOT Declaration – a promise Simply a logo Story Sales pitch Recognizable - quickly Obscure, unclear Values – what you stand for An act or performance Inspiring – including for employees Insincere 5
- 6. Brand and Product Brand is a perception – it is what people think about you. Product is created by the organization, can be copied. Product is a thing Brand is a promise, a feeling or lifestyle, the fulfillment of a wish 6
- 7. Example: Disney Product Disney sells • animated films • amusement parks • merchandise 7
- 8. Brand example: Disney Product Disney sells • animated films • amusement parks • merchandise Brand Disney stands for • family values • making dreams come true 8
- 9. Digital Brand Strategy Communication and Promotion 9
- 10. Digital Branding Strategy - simplified Brand – Who you are: your story, your values Audience – Who you are seeking 10 GENERAL PUBLIC THE ENGAGED, CURIOUS NICHE
- 11. Digital Branding Strategy - simplified Brand – Who you are: your story, your values Audience – Who you are seeking Goal – Attendance, paid tickets, financial donations, membership 11
- 12. Digital Branding Strategy - simplified Brand – Who you are: your story, your values Audience – Who you are seeking Goal – Attendance, paid tickets, financial giving, membership Quality Content – Especially video, social media posts Digital Platform(s) – Choose (do one well) 12
- 13. Digital Branding Strategy - simplified Brand – Who you are: your story, your values Audience – Who you are seeking Goal – Attendance, paid tickets, financial giving, membership Quality Content – Especially video, social media posts Digital Platform(s) – Choose (do one well) Measure – What is working? Adjust & Repeat 13
- 14. Is Brand Important to Cultural Heritage? 14
- 15. 15 Product: Experience Learning, Wonder, Joy Brand promise: Impact Tolerance, Empathy, Worldly, Connected Image source: http://new.artsmia.org/wp-content/uploads/2015/04/art-team-photo1-1024x372.jpg Image source: http://blog.redcurrent.com/wp-content/uploads/2015/03/MIA-6-609x400.jpg Image source: https://www.krislindahl.com/uploads/agent-1/Minneapolis%20Institute%20of%20Arts%20- %20Frank%20by%20Chuck%20Close.jpg Douglas Hegley, slide
- 16. When Selling Experiences, Competition is Fierce Douglas Hegley, slide 16
- 17. The Psychological Continuum Model Adapted from Funk & James (2001), The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual’s Psychological Connection to Sport, Sports Management Review, vol. 4, 119-150. BRAND PRODUCT 17
- 18. The Psychological Continuum Model Adapted from Funk & James (2001), The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual’s Psychological Connection to Sport, Sports Management Review, vol. 4, 119-150. BRAND PRODUCT EXPERIENCES TRUST 18
- 19. Case Study Minneapolis Institute of Art 19
- 21. 21 2011: “Despite heroic efforts ... and the significant investment of resources, the museum has not been able to increase participation in most of the categories ... (membership, attendance, school tours, web visits, contributions, etc.)” Source: Current Context and Environmental Scan: A Case for Change from DNA: Dynamic New Approach, 2012-2106 Strategic Plan, Minneapolis Institute of Art
- 22. 22 The Value Proposition A new take on a classic art museum where friends and family can enjoy the triumphs of human creativity
- 24. Cultural Heritage Audiences Demographics – younger, more diverse Participatory Mobile first Social - who you are with is more important than learning Stressed - A need to slow down 24
- 25. Why change the brand? The existing brand didn’t reflect the museum’s renewed emphasis on audience engagement. 25
- 26. 26
- 27. 27
- 28. New Brand A bold way to signal to the public a fundamental institutional shift to “the people’s museum”. 28
- 29. 29
- 30. Before 30
- 31. After 31
- 32. Before 32
- 33. After 33
- 34. 34
- 35. 35
- 36. Digital 36
- 38. 38 Results?
- 39. 39 Mia Success (2012 to 2016) • Attendance: 70% increase Image Source: http://bit.ly/1MGvAsN
- 40. 40 Mia Success (2012 to 2016) • Attendance: 70% increase • Membership: 73% increase Image Source: http://bit.ly/1MGvAsN
- 41. 41 Mia Success (2012 to 2016) • Attendance: 70% increase • Membership: 73% increase • Website sessions: 40% increase Image Source: http://bit.ly/1MGvAsN
- 42. 42 Mia Success (2012 to 2016) • Attendance: 70% increase • Membership: 73% increase • Website sessions: 40% increase • Endowment for operations: 30% increase Image Source: http://bit.ly/1MGvAsN
- 44. 44
- 45. 45 Thomas Struth “Audience 1 (Galleria Dell Accademia), Florenz”, 2010.51.2, Minneapolis Institute of Art It is ALWAYS about PEOPLE
- 46. Thank you! Grazie! 46 This presentation is shared: slideshare.net/dhegley
Notas do Editor
- It is an honor to join you today. As we discuss the economic benefits that museums and cultural heritage sites can contribute to the local and national economy, I am going to focus on how we can help accomplish that using the combination of digital strategy and brand. I will move fast – please know that you will able to access this presentation on my slideshare account.
- It is vital that digital strategy is firmly planted in the core values of our sector – of a quality to match the importance of cultural heritage, integrated into the overall vision and strategy, using technology that is flexible and adaptable, all leading to transformative and lasting change (not just digital window dressing).
- When done well, digital can reach audiences everywhere, engage them with compelling content, and create real impact – actually changing people’s minds, hearts, and lives through the experience of our collections and our historic sites.
- Let’s talk about Brand. What do I mean by this word?
- A strong brand is very powerful.
- Your Brand enables you to be strategic about how you communicate and promote your organization digitally.
- A digital branding strategy empowers you to express your brand (story and values) to the audience that you are seeking.
- Perhaps you believe that Brand is only important in the commercial sector – why would brand be important for cultural heritage?
- Our primary product is EXPERIENCE – we sell experiences. And our brand promise is tied to impact – we promise a deeper level of connection, increased tolerance and empathy, and a confirmation a person’s sense of identity as a citizen of the world.
- We have strong competition. Shopping, the cineplex, professional sports, travel, and even just sitting at home with a remote in your hand.
- We can use our digital brand strategy to build stronger relationships with our audiences. I encourage you to research the Psychological Continuum Model. This could be the basis for an entire presentation and discussion, but I only have time to summarize today. As you can see, the model describes how audiences can move from basic awareness of your brand, to an attraction to your product (marketing is very effective here).
- Experiences then lead to a sense of attachment, which in some cases can be moved into allegiance (or loyalty) when audiences trust your Brand and believe that ALL products will be wonderful. That’s the ideal situation – people don’t worry about what is the latest exhibition, they trust that ANY exhibition at your organization will be fantastic!
- I’d like to share with you a case study.
- The Minneapolis Institute of Art opened in 1915. Its permanent collection includes more than 90,000 works of art dating back over 5,000 years and representing the world’s diverse cultures across the globe. The museum has about 200 full time staff, an annual operating budget of more than $30 million US, and averages over 700,000 visitors per year (in the years just before the COVID-19 pandemic).
- Ten years ago, the museum found itself – like so many others - working tirelessly and yet not experiencing growth to match that effort. It seemed as if hard work was not paying off.
- Therefore the Minneapolis Institute of Art worked on understanding its unique market position and value proposition: what did it offer that others did not?
- At the core of the museum’s strategic efforts was the recognition and alignment on the fact that it is all about people. We must put audience first.
- Who are those people? Recent studies in the US indicate several important characteristics of modern-day audiences.
- The time was right for the museum to take a hard look at how it was representing itself.
- The old brand was stodgy, self-important, harsh, unwelcoming.
- In use, the old brand was muted, hesitant, disjointed – often hard to see.
- And part of that rebranding was a move from the M.I.A. (all capital letters) to “Mia” – pronounceable, human, relatable, friendly
- Note the consistent and bold brand emphasis
- From bus stops
- To roadside signage
- To digital – the website, Facebook, Twitter, etc. And what do we see represented? People! Of course the art work remains core and important, but the digital platforms show people engaging with the museum and each other.
- This is how Mia applied the Psychological Continuum Model
- So what happened as a result of this new brand?
- Equally important, the staff of the museum was fully engaged, because they had been involved throughout the rebranding process and could see the impact it was making on the audiences.
- Let’s tie this back to Digital. From my perspective, we must never lose sight of WHY we invest in digital technologies and experiences: To invite, welcome, and DELIGHT our audiences, whether they are visiting our sites or interacting with us online.
- Because it is always about people – without our visitors, we are merely warehouses or buildings or abandoned ruins. It’s our audiences that bring our cultural heritage sites alive, and who inspire us to do our best work every day.
- I deeply appreciate this opportunity to share these ideas and examples with you.