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Everson Museum of Art Communications Audit Syracuse University PRSSA EDGE Program

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Everson Museum of Art Communications Audit Syracuse University PRSSA EDGE Program Everson Museum of Art Communications Audit Syracuse University PRSSA EDGE Program 1 Table of Contents Executive Summary . 2 Social Media . 3 Internal Partnerships . 5 External Partnerships . 7 Business Development . 8 Conclusion . 12 2 Executive Summary The following report is the initial communications audit conducted by the Syracuse University Public Relations Student Society of America EDGE Program. Freshmen and sophomore students for the EDGE program conducted the following communications audit to outline the current communications practices by it's client, the Everson Museum of Art. The audit is divided into four sections: social media, internal partnerships, external partnerships and business development. Each section outlines the Everson Museum’s current practices in that area. Moving forward, students will take their findings from this audit to develop communications strategies for the Everson Museum. 3 Social Media The social media team conducted the following audit: Instagram • 8,665 followers ​ • #eversonmuseum has 1000+ posts ​ • Diverse feed ​ - Features different art pieces - Features community events • Feed promotes special events ​ • Page follows 1,363 other pages ​ • Address and #eversonmuseum in bio ​ • No link to museum website in bio ​ Facebook • Their rating on Facebook is 4.4 out of 5 (Based on 221 ratings) ​ • 10,384 people like the page ​ • 10,824 people follow this ​ • 2,950 check-ins ​ • Photos include both pictures of the art and community involvement ​ • They also promote events on the page ​ Twitter • 4,619 followers ​ • Follows 454 ​ • Bio: “Modern and contemporary American art with world renowned ​ ceramics collection. First museum designed by I. M. Pei.” • #eversonmuseum #AtTheE ​ • Last Post today (received 2 likes and 0 retweets) ​ • Promotes art and special events ​ 4 LinkedIn • 274 followers ​ • Listed as “Museums and Institutions” ​ • Bio: Modern and contemporary American art museum with a ​ ​ world-renowned ceramics collection. 1st Museum designed by I.M. Pei • About section includes a brief bio, website, phone number, company size, ​ year they were founded, and their specialties • Top Post - post related to hiring a new Manager of Marketing & ​ Communications - 8 likes, 0 comments - Posted 3 days ago • Posts mainly focus on updates from their websites (new board members ​ and new art installations) linked articles mentioning various art pieces from the Everson and art/museum related articles from other websites Youtube • 69 subscribers ​ • Last post 5 years ago ​ • #eversonactually on multiple videos (guest star in each) ​ • 30,894 views ​ • Sponsor in the description “The Everson's YouTube Channel is brought to ​ ​ you by Community Bank who wants to remind you to Bank Happy.” Yelp • 14 reviews ​ - Last review 7/7/2017 • 3.5 stars ​ • 72 photos ​ • Unclaimed ​ • No “About” section ​ TripAdvisor • 4 of 5 stars ​ • Very small “about” section ​ • #20 of 52 things to do in Syracuse ​ • 29 photos ​ • 112 Reviews Overall ​ • Last review: November 2019 ​ Snapchat • No current presence ​ 5 Internal Partnerships The internal partnerships team conducted the following audit of media hits by campus publications and efforts with colleges within Syracuse University. • Syracuse University News wrote an article about the Everson Museum on October 29, 2019. ​ https://news.syr.edu/blog/2019/10/29/everson-museum-of-art-selects-millions-to-design-museum -cafe-for-the-rosenfield-collection/ • The Everson Museum is partnering with the Syracuse University College of Visual and ​ Performing Arts to bring the “Gareth Mason: Carnal Flux” exhibit to the museum. https://www.everson.org/explore/current-exhibitions/gareth-mason-carnal-flux • The Everson Museum is currently working in collaboration with the Syracuse University ​ Department of Art to bring Michelle Erickson to the Everson for her 10th Annual Ceramics Lecture. https://www.everson.org/connect/events/michelle-erickson-10th-annual-everson-ceramics-lectur e • The Daily Orange wrote an article on October 30, 2019 about an exhibit at the Everson ​ Museum. http://dailyorange.com/2019/10/adam-milner-incorporates-bodily-fluids-new-art-exhibition-ever son/ • WAER News (an NPR affiliate station) interviewed Everson’s Director and CEO Elizabeth ​ Dunbar on May 17, 2019. https://www.waer.org/post/everson-museum-architect-im-pei-remembered-visionary-bold • Jerk Magazine wrote an article about D-Build, a material upcycling company that has had art ​ featured in Everson Museum published on November 1, 2010. https://jerkmagazine.net/9mfehhs6kt2vag7aqn19w0hd2b5dka/domicile-dissection?rq=everson • Amy Komar wrote an article in Jerk Magazine about the Gear Factory, who works with the ​ Everson Museum of Art, that was published on May 4, 2009. https://jerkmagazine.net/9mfehhs6kt2vag7aqn19w0hd2b5dka/in-high-gear?rq=everson • Citrus TV featured the Everson Museum holiday tree decorations in their 2019 Juice and Java ​ Holiday Special. 6 https://www.citrustv.com/news/juiceandjava/episodes/juice-and-java-i-holiday-special-december -7th-2019/ • The OutCrowd Magazine mentioned that a PB & J’s Lunch Box food truck was parked outside ​ the Everson Museum on Fridays in June and August of 2017 in an article published on May 8, 2017. https://issuu.com/theoutcrowd/docs/p417106_em_16313p_2 (Page 45) ​ 7 External Partnerships The external partnerships team looked at the Everson Museum’s external relations with its stakeholders, including donors, local businesses, the surrounding Syracuse community and the local media. There were several articles about the museum primarily in local Syracuse publications. The articles focus on events held by the Everson Museum and include stories about donations made to the museum. This past Valentine’s Day, the Everson Museum held a salsa dancing night, sponsored by RitmoFlow, where the museum also provided chocolate samples from Sweet on Chocolate located in Armory Square. One important partnership is with MILLIØNS, a company designing a new cafe at the Everson Museum of Art. The cafe will feature ceramics donated by artist and collector Louise Rosenfield. Featured Articles: • Spectrum Local News ​ • Arch Paper ​ • Syracuse University: Arts and Culture Blog ​ • Everson Museum ​ 8 Business Development The business development team conducted the following audit. It reviews a broad, holistic view of the Everson Museum of Art. Reviews Yelp Reviews: ​ ​ • Reviews on Yelp note that there is potential for the museum; however, work needs to be done ​ to make it a more cohesive, welcoming establishment. • “The exterior is ponderous and grey – like much of the rest of Syracuse – yet inside, is bright ​ (although not light) and open.” • “The downstairs floor was partially closed, partially occupied with children’s art classes… ​ which was interesting, yet, missing a common thread.” • “Nice museum. We went on a Sunday afternoon. It took us about 2 hours to walk through and ​ read/see the exhibits.” • “This wonderful museum seems adrift. It seems begging for monetary and curatorial ​ intervention.” Facebook Reviews: ​ ​ • Reviews on Facebook recognize that the Everson Museum of Art is a great museum for the ​ area. They applaud the programs that the museum hosts. Additionally, they note that the staff is attentive and accommodating for everyone’s needs. • Attendees appreciate what the museum offers for the Syracuse area. There is an overall ​ emphasis on the unique art the museum displays. • “It’s a much smaller museum unlike the MET or MoMA but for what it offers an art lover it’s ​ perfect for them.” • “Anything an organization takes time and effort to help others express and expose their art is a ​ blessing.” Google Reviews: ​ • Reviews on Google note that the main feature that makes the Everson Museum unique is the ​ programs it offers, especially for children. They have unique installations that pique customers’ interests and the design of the building itself adds another element of art. - “The building itself is a work of art… the art contained within the walls was interesting and historic.” - “We love participating in the family days here. It’s a great way to expose our little ones to an amazing variety of artwork.” 9 • However, some reviews note that the museum is small and overpriced for what visitors receive. ​ Reviewers said that they don’t believe the visit was worth the regular admission price, as some of the exhibits and floors were closed off during their visit. - “I’m not sure I would have said the visit would have been worth the regular admission price.” TripAdvisor Reviews: ​ ​ • The majority of people did not feel like they were getting enough when visiting the museum. ​ Most reviews note that the top floor of the museum was closed off. Additionally, they felt that there wasn’t enough art in each exhibit for it to be worth their time. - “Not much to see. Nothing on the top floor at all, so not allowed there.” - “What a waste of time and money for admission and parking.” • A lot of people note that the holiday season is the best time to visit. There is a Christmas Tree ​ display and Festival of Trees that seem to attract visitors. News Articles th • Community of volunteers is the secret behind the Everson’s 34 ​ Year of Magic ​ ​ • Yoko Ono’s art show at Syracuse’s Everson Museum demands interaction ​ • Everson Museum seeks docents for expanded education and public programs ​ • Everson Museum launches new program celebrating diversity ​ Social Media Facebook: • The Everson Museum Facebook page should be one of the first results when the museum
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