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.

GROWTH STRATEGIES | JOBS TO BE DONE

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