Project Description

Case Study

Sault Ste. Marie Museum

Head of Visitor Engagement

June 2020 – Present

Case Study

Sault Ste. Marie Museum

Head of Visitor Engagement

June 2020 – Present

Background

A non-profit local community Museum with a mission to preserve and display the magnificent history and culture of Sault Ste. Marie, Ontario.

Problem

Increase engagement through social media during a global pandemic. New visitors were not travelling therefore the museum’s efforts needed to shift towards our local community.

Role

Increase engagement through social media during a global pandemic.

New visitors were not travelling therefore the museum’s efforts needed to shift towards our local community.

Create content and plan social media marketing strategies to best reach our target audience.

Team : 1 Visitor Engagement Assistant and 8 other staff members

Skills

  • Adobe Illustrator
  • Adobe Photoshop
  • Abode Premiere Rush
  • Photography
  • Videography
  • Editing
  • Audio
  • Marketing
  • Instagram
  • Facebook
  • Youtube
  • TikTok

Process

I implemented the museum’s brand guidelines into their social media content to create brand awareness. This focused on using only the brand colours, fonts and flat illustration style while creating a consistent tone of voice used across all platforms.

I created a strategic social media plan with new content series and promotional material. Both informed and engaged our target audience.

I used the time the museum’s doors were closed to my advantage by exposing the inner workings and the day in the life of each employee at the museum. This gave our local viewers something new and exciting to engage with. This was done through video production, photography and graphic-based social media posts.

We began to leverage the Stories aspect of Instagram and Facebook and their interactive widgets.

Through virtual seminars and personal research I gained the skills and resources to produce a virtual exhibit. I researched programs and hosting software and fully designed the museum’s very own virtual exhibit. I used a 360 camera, tripod, and Lapentors online service.

Result

  • Gained 200 Instagram followers in the first 2 months working at the Museum.
  • Overall gain of 432 Instagram followers and counting!
  • Fundraised approximately $4000 with virtual or socially distanced events advertised through our social media channels.
  • The virtual tour is soon to be presented to the public and I can’t wait to measure the results of my efforts, and hear what my community thinks.