CASE STUDY
How a museum built a strong community of loyal visitors
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Objective
The Florida Museum of Photographic Arts (FMoPA) has historically relied on a mix of local and out-of-town visitors. But in the wake of COVID-19, FMoPA had to adapt to travel restrictions and foster deeper connections with its surrounding community.
Approach
We fielded a survey among past FMoPA visitors to gauge the reasons why they interact with the museum, under what circumstances, and with whom
Using the behavioral and demographic data we collected, we broke out FMoPA’s audience into three distinct visitor types, each with their own context and motivations
Together with the museum staff, we developed and prioritized initiatives and communication campaigns tailored to each type of visitor
Impact
Thanks to targeted efforts, FMoPA broadened its visibility and involvement in the Tampa Bay community.
