Museum of the African Diaspora (MoAD)

Project Description

Challenge

The Museum of the African Diaspora (MoAD) opened its doors in 2005 and set out to accomplish its mission of connecting people through a shared African heritage. A multi-million dollar renovation in 2014 updated the facility with improved gallery/exhibition space and a fresh new look. MoAD hired Landis Communications (LCI) to raise its profile prior to the renovation as it seeks to transform itself from a museum that shows temporary, borrowed exhibitions to a collecting museum and a newly named Smithsonian Institution Affiliate.

Strategy

Working in tandem with its new executive director, Linda Harrison, LCI created a plan to increase awareness and drive donations and visitors during and beyond the renovation period. The team helped:

  • Generate buzz about its new facility and new exhibits
  • Publicize MoAD’s traveling exhibit during the temporary closure
  • Drive attendance
  • Sustain and increase ongoing awareness post-reopening, establishing MoAD as a ‘can’t miss’ destination within the local community, tourist population, greater Bay Area and beyond


Among the tactics used:

  • Highlight relevant facets of the “MoAD in the Neighborhood” road show, which allowed media to ‘follow’ the renovation progress while also building overall awareness over the life of the campaign
  • Facilitate a grand reopening media event
  • Manage announcement of the new exhibit that will re-open the facility
  • Elevate announcement beyond an art story by leveraging opportunities to highlight education and community angles
  • Leverage Harrison’s role as MoAD’s dynamic new leader
  • Leverage MoAD’s ongoing educational/community programs/contributions


Results

Media mindshare for MoAD has continued to increase since LCI began its work in 2014. Among the highlights, LCI:

  • Secured coverage for “MoAD in the Neighborhood” n such publications as: San Francisco Business Times; KPIX-TV (CBS) ‘Bay Area Focus’; KLLC-FM (San Francisco adult contemporary) ‘Sunday Magazine’; SFist, the Post News Group and many more.
  • Secured coverage highlighting the grand reopening, annual gala, new exhibits and quarterly previews with outlets including: USA Today; MSN Travel; Los Angeles Times; San Francisco Chronicle (multiple mentions) San Francisco magazine (multiple mentions); WHERE San Francisco; San Francisco Examiner KQED-FM’s “The Do List” and other mentions; Via magazine; Marin magazine; 7x7; Haute Living (multiple mentions); KGO-TV (ABC – multiple mentions); KTVU-TV (FOX) “Bay Area People”; SF Arts Monthly; SFARTS; Art Practical; Examiner.com (multiple mentions); SF Weekly; Bay Area Reporter (multiple mentions); theREGISTRY Bay Area; Red Tricycle; a Southwest Airlines in-flight video and many more.
  • Secured media sponsorships and/or public service announcements (PSAs) with San Francisco Chronicle, SFGate, San Francisco Magazine, KPIX-TV, KGO-TV and KTVU-TV.

Through its multiple exhibition and education programs, MoAD engages more than 31,000 museum visitors a year. In the 10 years since it opened, MoAD has presented more than 30 major special exhibitions, guided more than 350 tour groups from grade school students to seniors and drawn more than 400,000 visitors to its website.

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