Krannert Art Museum Project

In ARTD270 Design Method, instructed by Stanley Ruecker, the class has a task to promote Krannert Art Museum, which locates on the first and basement of the Art and Design Building of University of Illinois, Urbana-Champaign. I am in the social media team, my teammates are: Maddie, Keenan, Justin, and Alyssa.

Advertising Concept

As a social media team, we focused on polishing the digital content for Krannert Art Museum, especially Instagram, since a lot of target audience use Instagram to retrieve information about a location, or get recommendation when decide on a trip. We compared Instagram accounts from other museums with the Instagram page that Krannert has right now, and concluded that the biggest thing it is lacking of is a "voice", or branding. We brought up a couple of ideas to established a unique voice in KAM's Instagram:

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These posts are artworks exhibited in Krannert at that time, and we animated them along with narrative voiceover to call for audience to come.

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We created five groups of audience who would visit the museum: Explorer, Experience Seeker, Professional, Recharger, and Facilitator. Each of the group has a distinct characteristic and a goal that they would come to the museum for, for example, the Recharger might look for relaxation in the museum, and the activities like Yoga at KAM would be suitable for him/her. In order to better identify the posts with the group of people, each post has a circular sticker with specific colors that that corresponds with the color group. A person can be a Recharger today and be a Facilitator tomorrow, these groups are more like goals rather than identifying the person themselves.

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Lastly, the FunFact section. By using background color to identify the theme of the post, so when the user scroll through their Instagram feed very fast, they can very easily identify the post belongs to KAM when they see the background color yellow. This is a section that brings entertainment to the feed, that talks about fact of an artist, an artwork, or anything that is interesting to look at. We created this because from the responses we got from survey about KAM, most people used the words boring to describe KAM. Therefore, the Fun Fact section would sparkled some interest.