Unique approaches showcasing museum initiatives for the press, marketing purposes, and donor development pieces. Could include email newsletters, viral marketing campaigns, fundraising videos, etc.
Jury Chair: Rachel Craft
Online Media Editor, Indianapolis Museum of Art
GOLD: Race to the Museum
National Museum of American History
Judges said: This project is an excellent case study for how social media can direct programming and engage new audiences with the museum collection. The interactions deepened onsite engagement by giving visitors the opportunity to shape the experience. The tone of the writing fit the style of the project, and provided deeper content beyond marketing information.
Producers said: In the National Museum of American History, there is a cabinet full of keys-keys that fit the 73 cars in the automobile collection. Most are sitting under car covers…but now the covers are coming off! Nearly 24,000 people voted within 3 weeks via a viral online marketing campaign with virtually no budget.
SILVER: MOB Museum Trailer
The MOB Museum, City of Las Vegas and Northern Light Productions
Judges said: The quality of this production is well-done, and it is a persuasive tool to market this new museum. The narration is full of drama – perfect for the subject matter. We felt the style of the trailer took a more ‘commercial’ approach, which may challenge other museums to look to models outside the field for inspiration.
Producers said: Located in the heart of Las Vegas urban core, the Las Vegas Museum of Organized Crime and Law Enforcement-a/k/a the MOB Museum-will tell stories the capture the ongoing struggle between organized crime and law enforcement. This introduction to the MOB Museum was created to inform various stakeholder groups, civic organizations, and the public about the scope of the museum and its focus, and convey that this is a serious, if entertaining, endeavor. The trailer emphasizes the historical connections to American History and criminal activities traditionally run by the MOB. Interviewees emphasize that law officials ultimately won the battle in Vegas, but that it continues on today.
BRONZE: One Word
The Rubin Museum of Art and VideoArt Productions
Judges said: This is a great series of testimonials that looks at the museum from multiple perspectives, providing a well-rounded view of the visitor experience, and a great introduction to the museum. You can sense the passion that the visitors feel for this place. The overall narration was easy to follow, felt sincere, and had elements of humor infused throughout.
Producers said: The Rubin Museum of Art asked a variety of people to talk about their experiences at the museum and then to summarize the Rubin Museum in one word. The end product is a promotional video of under 5 minutes that incorporates thoughtful and sometimes humorous testimonials with B-roll and still photographs that illustrate the breadth of the Rubin Museum experience.
HONORABLE MENTION: Teacher Gazette
Colonial Williamsburg Foundation
Judges said: It targets educators and delivers materials that are of most use to this audience. The e-newsletter provides contextual information that could be helpful to teachers as they plan for an in-gallery visit, leading to a more enriched experience for school groups. This approach is a very effective way to deliver focused content to a specific audience.
Producers said: Colonial Williamsburg’s Teacher Gazette is a monthly e-newsletter that is distributed to 26,000 teachers. Each issue contains a variety of information geared for the educator audience: news from the teaching world, teaching strategies and tidbits from Colonial Williamsburg staff, primary sources, updates and information about Electronic Field Trips and other Colonial Williamsburg educational materials.
Jurors:
Allison Agsten
Betsey Brock
Kathy Budas
Senior Director of Marketing & Communications, Yerba Buena Center for the Arts, San Francisco
Abigail Frohne
Meg Liffick
Victor Samra
Kelly Shindler
Kimberly Singer
Marketing Manager, Mildred Lane Kemper Art Museum, Washington University, St. Louis
Emily Waldren
Public Relations Manager, The Field Museum
