2. MCAD
• El Paso Museum of Art
• El Paso Museum of History
• El Paso Museum of Archaeology
• Cultural Affairs

10. Facts about EPMA
• The largest Museum in the largest
international border community in the World
• The Museum serves and average of 105,000
visitors a year, 28,000 of which are students
• Employs about 40 people

15. El Paso Museum of History
• Holds over 8,000 Artifacts
• Recently NASA donated a t-38
• Membership program implemented
• Largest collection of Fans

19. Facts about
• 2007 Marks the 30th anniversary of the museum.
• Holdings include a world-class Casas Grandes
ceramics collection comprised of more than 750
vessels.
• The museum provides the best public trail access to
the seasonal Mexican Gold Poppy fields.
• The grounds include the area’s first Chihuahuan
Desert Gardens with more than 200 species of native
plants.

20. MCAD
• Cultural Tourism
• Marketing and Communications
• Public Art Program
• Programs & Education Initiatives

24. From ipods to
Victor Guerrero
Marketing and Cultural Tourism Coordinator
Museums and Cultural Affairs Department
City of El Paso Texas

25. Marketing
• Marketing are the actions you take
to draw attention to a product or
service and deliver a message to
consumers
• Every bit of contact your
company/organization has with
anyone in the outside world

26. Discussion
• Traditional Media VS New Media
• Channels of communication
changing
– Niche Marketing is growing
• Shift in message Delivery
– Consumers control the content they
wish to consume now more than ever

28. Traditional New
Media Media
• Television • Internet
– Cable – Social Media
• Radio – Blogging
• Print – Podcasting
– Newspapers
– Magazines

29. Traditional Media
• Newspaper Circulation is down 14%
since 1990
• Network news ratings are down 34%
down since 1994
• Cable News viewership has been flat
since 2001

30. New Media
• 70% of the U.S. population now uses the
internet
• 4 million active blog sites
• 80 million people visited newspaper
websites in 2006
• ElPasoTimes.com gets 6 million monthly
hits

31. Tips
• Website
– Contact Information
• Telephone Number
• Physical Address
• Email Address
• Suggestion Box
• “Email this Page”
– Splash Page

32. Splash Page
• On the Internet, a splash screen or
splash page is a page of a web site that
is a sort of pre-home page front page.
Designers may use splash pages:
• to direct users to the appropriate website
for their country or language;
• to direct users to a low-bandwidth site or
one more accessible to disabled users;
• as an additional form of advertising.

34. Search Engine Optimization
• Is the process of improving the volume
and quality of traffic to a web site from
search engines
• SEO considers how search engines work
and what people search for
• Optimizing a website primarily involves
editing its content and HTML coding to
both increase its relevance to specific
keywords

35. RSS Feed
• Real Simple Syndication –It is a family of
Web feed formats used to publish
frequently updated works—such as blog
entries, news headlines, audio, and video
—in a standardized format
• They benefit readers who want to
subscribe to timely updates from favored
websites or to aggregate feeds from
many sites into one place

37. Email Marketing
• Email Marketing – Sending emails with
the purpose of enhancing the
relationship of a merchant/organization
with its current or previous customers
and to encourage customer loyalty and
increase business.
• Acquiring new customers or convincing
new customers to purchase something
immediately

38. Sources of Information for
Arts Events
– 91% Article in newspaper
– 89% Email
– 68% Radio
– 66% Organizations Website

39. Why Email Marketing?
• Inexpensive
• Immediate
• Credible

40. Email Marketing
• Newsletter
• Software
– Constant Contact
– Patron Mail
• Legislation
– Opt out option

41. How Can I Use It?
• Communicate news
• Offer discounts
• Sell tickets

42. Email Usage – America*
– 34% Always
– 44% Check Email twice a day
– 13% Once a day
– 9% Less than once a day
– Arts Ticket Buyers
– 40% 55 and over
• Purchase tickets online for arts events
– 69% 35 and Under
• Purchase tickets online for arts events
*Data from Patron Mail 2008

43. How Grow List
• Giveaways
• Sign in book
• Splash page
• Over the telephone

44. • Insert sample here

46. SMS Marketing
• SMS Marketing:
– SMS Marketing is also known as Text-Messaging
Marketing
– Statistics
• 200+ million Americans carry mobile phones—over half of
the country's population
• 40% of major brands have deployed text messaging
(SMS) campaigns
• 18% of major brands have deployed multimedia
messaging (MMS) campaigns
– Benefits
• Instant
• Can be forwarded
• Resonates with a cell phone savvy users

47. How Can I Use It?
• Event Reminders
• Sales Events (museum stores)
• Special Invitations
– Special Offers
» Student Rush – El Paso Opera
• Diffuse Information at any moment
– Example: Concert cancellations
» Source: Airwide Solutions independent survey of 50 brand
name companies

48. Blogging
• A blog (a contraction of the term
"Web log") is a Web site, usually
maintained by an individual with
regular entries of commentary,
descriptions of events, or other
material such as graphics or video.
Entries are commonly displayed in
reverse-chronological order. "Blog"
can also be used as a verb, meaning
to maintain or add content to a blog.

49. Types Blogs
• Personal blog
• Organizational blog
• Corporate blog
• Question blog
• Popular
– Perezhilton.com
– Gawker.com
– Barry’s blog (http://www.westaf.org/blog/)
– Glasstire.com

50. Why Use?
• It is a way for fans of a
brand/organization/company can
promote it themselves in multiple
online social media venues.
• capability to reach small or large
audiences
• Information is immediate

51. Podcasting
– What is a podcast? A podcast is a
series of digital media files, which are
distributed over the Internet using
syndication feeds for playback on
portable media players and computers.
• Can be in Audio or Video formats
• http://www.youtube.com/watch?v=y-MSL42NV3

52. What Can You Podcast?
– News about your organizations
– Panel discussions
– Self guided walking tours
– Lectures
– Gallery tours
– Book and product reviews (store)

53. Social Media
• Primarily Internet- and mobile-based
tools for sharing and discussing
information among human beings

54. Samples
• Samples
– Facebook.com
– Youtube.com
– Linkedin.com
– Bebo.com
– Twitter.com
– Myspace.com
• Concept of Friends
• Can Create Calendar and send E-vites

55. Twitter
• In countries all around the world,
people follow the sources most
relevant to them and access
information via Twitter as it happens—
from breaking world news to updates
from friends
• www.twitter.com

60. Viral Video
• Viral marketing and viral
advertising refer to marketing
techniques that use pre-existing
social networks to produce
increases in brand awareness or to
achieve other marketing objectives
(such as product sales) through self-
replicating viral processes,
analogous to the spread of
pathological and computer viruses

61. Viral Video
• Video produced to increase awareness
about brand
– Cleverly written to encourage consumers to
forward or spread knowledge of amongst
friends including social networks
• http://www.youtube.com/watch?v=YuMQRBXF

62. Case Study
• Barack Obama Campaign
– Change
• Website
• Email marketing
• Text message marketing
• Updates Via Youtube.com
– Expected to continue during presidency

70. Things of Interest
• Kraft Hits on Killer App for IPhone Marketing
• iFood Assistant
– How to Make Dinners
• Faster
• Easier
• Convenient
• Lessons Learned
– Application is useful
– $.99
– Kraft Ads

71. Questions
?