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  • Digital Marketing for Museums: Project of a Site for the Loyalty Program of the Museum of Russian Impressionism (Creative Format)

Digital Marketing for Museums: Project of a Site for the Loyalty Program of the Museum of Russian Impressionism (Creative Format)

Student: Shabelnikova Valeriia

Supervisor: Ludmila O. Telen

Faculty: Faculty of Creative Industries

Educational Programme: Journalism (Bachelor)

Year of Graduation: 2019

This study focuses on the use of digital marketing tools in the working process of museums with loyalty programmes. Today’s museums are rapidly developing – they are utilising marketing trends, becoming more digital and interactive. The goal of this creative piece of work is to create a loyalty programme website for the Museum of Russian Impressionism in accordance with modern digital marketing trends and the museum’s marketing goals. In order to apply modern digital marketing trends to the final project, the methods used will be case analysis, qualitative content analysis, audience analysis of the Museum of Russian Impressionism and a descriptive analysis of statistics based on the survey results of loyalty programme members. First, a case analysis focusing on loyalty programmes and their implementation in museums will be carried out. Next, a case analysis of digital marketing and the implementation of loyalty programmes online in foreign and Russian museums of art will be carried out. The practical part of the study will see an analysis of the current loyalty programme of the Museum of Russian Impressionism, loyalty card activation statistics, and an analysis of the target audience among the members of the loyalty programme. Moreover, an analysis will be carried out of the social network and website traffic statistics of the Museum of Russian Impressionism and its main competitors. Based on the study, a concept of a loyalty programme website of the Museum of Russian Impressionism will be created, taking into account modern digital marketing trends and the experience of art institutions. In the website concept, an emphasis was made on the use of content marketing tools, filling the website with unique multimedia content in the form of news, video teasers, tests, photos, animation, information about events for loyalty programme members, and SEO of the website. The end result of this creative project will be a website with an array of various multimedia content.

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