Problem Statement

The current campaign at the Sheldon Art Museum has been successful with older audiences but has yet to meet the gaze of college students at UNL. On campus, students are not exposed to many advertisements regarding exhibitions and museum events. They are unaware of the benefits of visiting the museum. They also do not know what is offered at the ‘Study at Sheldon’ reoccurring event.

 

Target Audience Profile

The target audience includes UNL students of all genders ages 18-23. These students are bored with the usual downtown attractions in Lincoln and are looking for a new way to spend time with their friends. They also frequently visit coffee shops to study, yet are often discouraged by the lack of seating and unsatisfactory noise levels.

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Tyler is majoring in psychology at UNL. He enjoys skateboarding and reading. In high school, Tyler took many art classes. Tyler considers himself to be an extrovert. On his Twitter feed, he frequently offers commentary on current events in the news. Tyler diligently studies for each of his exams and highly values his education. He wishes he could be more involved with campus activities, but hasn’t found anything that appeals to him.

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Consumer & Research Insights

The target audience has visited Sheldon in the past but often forgets that they have the option to visit the museum. When considering how they should spend their free time, the museum does not come to mind. They are unaware of what exhibits are at the museum due to a lack of exposure to advertising. They have seen one or two advertisements about ‘Study at Sheldon’ on Facebook and were slightly interested, but were not compelled to attend. Rather, they chose to study at their preferred coffee shop.

 

Communication Objectives

We want the target audience to visit Sheldon during their free time and think of Sheldon as a place of inspiration as well as a place to study.

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Strategy

These objectives should be accomplished after consumers view the released newspaper and magazine ads. The ads will be included in newspapers and magazines that are frequently distributed and viewed on campus, including the Lincoln Journal Star and ART News. We must include compelling imagery of the most impressive pieces that the exhibit “Approaching Landscapes” has to offer. The museum visit and ‘Study at Sheldon’ event should both be framed as can’t-miss social opportunities.

 

Brand Personality

The Sheldon Art Museum is inspirational, fresh, avant-garde, and serene.

 

Tone

The tone of this campaign is inviting, and it offers a sense of community and tranquility.

 

Positioning Statement

To all UNL college students ages 18-23, the Sheldon Art Museum is the attraction that inspires you to create and to work hard because it promises you beautiful exhibitions and the chance to study in a new environment.

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Big Idea:  Open Your Mind at Sheldon

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Media/Brand Imperatives

The official Sheldon Art Museum logo must be visible on both magazine and newspaper advertisements. If there is imagery of an artist’s work, their name must be included. The campaign phrase “Open Your Mind” should appear in each advertisement.