Case Study: Reaching New Audiences in the Digital World

Marketing & Community Engagement
Start Day and Time
Tuesday May 9 8:45-9:15 a.m.
Venue and Meeting Room
262 America's Center
Online channels provide museums unprecedented opportunities to reach and engage with new, diverse audiences. But how do you build an audience list for a museum that patrons cannot yet visit? In this case study, discover how the National Museum of African American History and Culture tested various digital advertising tools to find new audiences and build an email list before it had even opened its doors. You'll learn about online targeting tactics and tools, landing page best practices, and which digital channels are best for garnering email sign-ups.
Learner Outcome
  1. Be ready to implement a list-building strategy using the digital tools discussed in this case study.
  2. Be able to "make the case" to your internal team to begin or expand your digital marketing and development efforts.
  3. Be able to identify strategies for finding new and diverse audiences online.
Tim O'Malley
Strategic Client Partner
MogoArts Marketing
With 20+ years of marketing experience, Tim brings a passion for the arts and a strong background in digital marketing and online fundraising. He currently works with museums and cultural arts organizations across the U.S. and Canada; creating strategic and innovative cross-channel digital marketing and development campaigns that can support all aspects of an organization's patron-generated revenue goals.