The vendor is required to provide a communications firm to develop and launch a comprehensive campaign that raises awareness of and encourages attendance at the MassArt art museum (MAAM), the college’s contemporary art museum.
- Goals and objectives
• Raise awareness: Increase public knowledge of MAAM as a must-visit contemporary art museum in Boston
• Increase unified awareness: MAAM is part of state college of art and design and this campaign should serve as an opportunity to better brand the college and the museum as partners, collaborators, and resources.
• Encourage attendance: drive museum visitation, particularly during the upcoming summer months (June-august 2025).
• Sustainability beyond triennial: Develop a campaign strategy that can extend beyond the triennial period into future phases of marketing for MAAM.
- Include for services:
a. Media placements:
• The selected firm will be responsible for planning and purchasing paid media advertising in the greater
Boston area.
• While the primary focus, due to budget, may be on digital and social media platforms, the
campaign should also include targeted print ads, out-of-home advertising (such as transit advertising and guerrilla marketing), and geo marketing tactics.
• The firm will strategically plan and execute these various media placements to ensure maximum visibility and engagement for MAAM across multiple channels, optimizing the impact within the campaign’s budget.
b. Campaign strategy development:
• Collaborate with the MassArt marketing and communications office to design and develop the campaign strategy.
• Ensure the campaign integrates seamlessly with the Boston public art triennial while laying the groundwork for ongoing awareness-building for MAAM.
c. Content creation and creative direction:
• Content creation and creative direction will be managed in-house at MassArt, the selected firm should be collaborative in nature and is expected to provide input on creative strategies for maximizing engagement.
- Metrics and reporting:
• Track and report on key metrics, including:
o MAAM attendance (June-august)
o Newsletter sign-ups
o Social media engagement (likes, shares, mentions)
• Provide weekly progress reports and ensure transparent communication throughout the campaign.
- Questions/Inquires Deadline: May 14, 2025