A YOUNGER, MORE DIVERSE AUDIENCE FOR THE CRAFT SHOW

CHALLENGE

The Philadelphia Museum of Art Craft Show is the largest fundraiser for the Museum and is run by The Women’s Committee of the Philadelphia Museum of Art. Leadership of this committee wanted to reach a younger, more diverse potential ticket buyer for the long-term sustainability of the Show and engaged Maven to refocus communications in order to do so.

STRATEGY

2016 presented a tremendous opportunity to bring heightened awareness to the Craft Show as it was the Show’s 40th anniversary. In addition, the visual aspect of the art the variety of artists provided Maven with a treasure trove of compelling images and stories to be used in digital, social, and media campaigns.


Maven crafted a comprehensive communications campaign designed to target new audiences including those who had never attended the show before and those who could influence potential attendees.


Four separate blog campaigns were created to reach different audiences. Each of the Craft Show’s social channels - Twitter, Facebook, Instagram, and Pinterest - were utilized to both amplify and engage, each with its own audience. Combined with a traditional media relations campaign that told compelling artist stories, Maven was able to increase awareness and visibility for both new and seasoned audiences.

RESULTS

The Craft Show received more media coverage than it had from any other past Show, including outlets that had never covered the Show before, effectively reaching new audiences.

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