SITUTATION

March 13, 2020, saw the closure of the Tacoma Art Museum due to the mandate from the state government related to the spread of COVID-19.

SOLUTION

With only a day to prepare, I developed a series of crisis communications plans which included immediate media relations. In addition, I established talking points for internal and external audiences about the museum's goals of safety for staff and visitors and the intention to rapidly move mission-centered programming online.

My team shifted into high gear and focused on transforming digital communications. Working with other departments, we created TAM at Home. Through its content, we provided mission-based programming and maintained public engagement. To elevate this work, I developed and executed a strategic communications campaign called “Art is Always Open”. With a small budget, the campaign included media relations, stakeholder engagement, influencer marketing, community outreach, and collaborations.

RESULT

On October 9, the Museum reopened. Through extensive media outreach, the reopening was covered by all local broadcast TV stations, as well as in many print and digital outlets.

Initial Media Outreach resulted in 2,670,000 impressions

Digital marketing and programminng resulted in a 25% increase in website traffic in three months.