Red Deer Museum and Art Gallery

Audience Study

Sharing a passion of history and art

The MAG is committed to creating memorable experiences for their visitors to help them understand the people, history and culture of Central Alberta. They want to engage families in learning together about the community – and the rest of the world. The aim is to reflect the beauty, the complexity and the rich diversity of Red Deer and the surrounding area.

The Challenge

The team of the Red Deer Museum + Art Gallery needed better insights on what the Red Deer community wanted in terms of programming and events. As part of their strategic plan, they wanted to increase public awareness and visitor traffic. Past surveys didn’t bring the clarity needed to create an effective marketing plan and connect with their audience. They decided to dig deeper and better understand what the community expects and to clarify their own brand messaging.

How we Helped

Through the audience research study, we were able to get to the bottom of what its members and visitors really wanted from the museum and art gallery. We conducted 25 individual interviews with current members as well as two focus groups with community members that have never been to the museum.

The results from the research study laid the foundation for the strategic marketing plan and re-branding.

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From confusing messaging to greater clarity for stratigic plan and objectives on programming to engage visitors

“Our messages were really confusing. It was difficult for people to understand our core purpose and what our brand really is about. We were not really sure how our community was receiving the information we were sending out. We tried surveys but the response rate was terrible. The audience research project gave us deeper inside and clarity on how people would like to see and explore the museum. We can now give funders the results from the audience research study as a reason why we need to undertake certain projects. The results feed into everything. There is a much greater clarity now in the big picture strategic plan and the objectives on what our programming needs to be.”

Lorna Johnson, Executive Director, Red Deer Museum + Art Gallery

Audience Study

Sharing a passion of history and art

The Challenge

How we Helped

From confusing messaging to greater clarity for stratigic plan and objectives on programming to engage visitors

Gallery

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