Clarifying our purpose, refreshing our identity Kim Mitchell, Chief Communications Officer The Museum of Modern Art Tiffany Rolfe, Partner/Chief Creative Officer Co: Collective 1
Research Strategy Purpose Innovations 2
Goals Make the offering clear Make our purpose apparent Become more navigable Retain flexibility 3
Two Facets of Identity Internal who we are External how we act Public perception is driven more by how we behave and the experience we offer than by what we call ourselves or our graphic identity.
Storydoing vs Storytelling At the heard of great organizations there is a purposeful story that is best delivered by doing vs. telling. Iconic Innovation Experiences, events, business models, and internal cultures that help to make your purpose true in the world and build advocates.
A broad set of stakeholders Staff Board Members Artists Donors Neighbors New Yorkers Visitors
Research and analysis Interviews with staff, trustees, artists, agencies, architects Input sessions with each department Focus groups with young New Yorkers, members, and artists Ethnographic studies shadowing MoMA visitors Staff survey Press scan Analysis of existing data Analysis of other museums 7
Who we are A force for modern and contemporary art whose mission remains vital What is the environment An exploding visual culture in need of a provocative authority How we want to impact the world What we stand for Everyone seeking new creative thinking especially young adults, New Yorkers, and cultural producers What are we against Any barrier to meaningful encounters with art 8
Our Ambition To be the most engaging museum of modern and contemporary art for everyone.
Ambition To be the most engaging museum of modern and contemporary art for everyone.
Ambition To be the most engaging museum of modern and contemporary art for everyone.
The core Dynamic program Open to everyone Collection Seeing differently
What it means for what we become Dynamic collection Open to everyone Seeing differently We re focused on our unique contribution: a collection that means we are an idea, not just a building We become a more welcoming place, starting dialogs with the audiences and communities around us We spur the excitement of new ways of seeing as much as the appreciation of the art
Brand Architecture
Five Innovation Taskforces For NYC Finding new ways to welcome people from the 5 boroughs For Artists Create an engaging and generous program to inspire artists For Members Use membership as a gateway to meaningful encounters with art For Shoppers Create experiences for shoppers, strengthen the connection to the Museum, and explore special opportunities for members The Responsive Museum Better audience engagement before, during and after visitation. 11
Everyone All ages Five boroughs New Yorkers Creative community Global All ages Young People Global
The sweet spot Young New Yorkers working in creative fields
How do we act to achieve this ambition?
Remove obstacles: Artist Membership
Add value: Artist Member Open Houses
Make experiences memorable even transactions
Open a path for all New Yorkers: MoMANYC
Speak with emotion
Put experience in a new context: Quiet Mornings
Challenges The B word Isn t this the job of marketing? Decisions, consensus and making everyone happy
Thank you CTM!