Profile: Jareen Summerhill
Hi Lynda, Sorry for the delay in replying! Yes we did have one person coordinating it all - me (I'm in the marketing/comms team). I was the person coordinating the signage, working with curators, designers, printers, techies, etc to get the display up in the gallery.
It wasn't too labour intensive (really) - we just saw it as a priority to make work and shuffled stuff to make sure it did.
Hey there Lynda,
To help extend the marketing campaign for A Day in Pompeii exhibition, we ran a small targeted social media campaign incorporating Flickr encouraging Victorians to show us what makes their Melbourne/Victoria Italian (it was limited to photos only) - it was titled Shutter Up You Face.
Background • Participants added their photos to the Flickr Shutter Up You Face group. • Campaign timing: 2 months • Finalists prizes - photo on display at Melbourne Museum (as part of The Melbourne Story exhibition) and tickets to A Day in Pompeii exhibition. • Main prize - dinner for two at a well known Melbourne Italian restaurant • Finalists selected by MV panel (included MV designer, curator) • Display up during last month of A Day in Pompeii exhibition - provided opportunity to cross promote A Day in Pompeii onsite, as well as provide new PR opportunities. • The display was framed as 'Italians in Melbourne' display - to provide appropriate links to The Melbourne Story exhibition, as well the campaign.
The social media campaign was supported by: • Bill posters around Melbourne, posters on trams, cafes/restaurants, etc. • The posters included a QR code linking to the competition website (on Pompeii website) • Onsite, online and Partners promotion/links (signage, collateral, Pompeii website, e-news, promotions through Pompeii partners/sponsors) • Media Release/PR
Outcomes • 192 photos uploaded • 108 group members • 21 photos in the final exhibition • Good PR coverage • Over 700 website visits via the QR Code
One thing I learned - it takes time to build momentum. What started off as a 'small' promotion to extend the Pompeii marketing campaign, turned out to be a mini project (still, it was easy enough).
Flickr website is here: http://www.flickr.com/groups/shutterupyouface/
We're still in the middle of devising an appropriate a strategy to engage in Flickr... will share once we sort it all out.
Hey there Lynda - this is great! Thank you sharing.
Museum Victoria are just about to go through something similar with an end result of having a better, more strategic Social Media Plan.
Looking forward to bouncing ideas through your blog!