Q4 2019 Academic Year 2019-2020 PERFORMANCE DASHBOARD PERFORMANCE DASHBOARD ClientMassachusetts Name College of Art and Design Overview
2 BY THE NUMBERS HIGHLIGHTS
MAAM Preview and Opening InkHouse and MassArt proactively pitched the opening of the MassArt Art Museum, highlighting the world-class caliber of the inaugural exhibitions and the public accessibility as a free museum. The result was significant coverage in local print, digital, TV and radio outlets, art trade publications and national/international arts and travel publications. Pieces of Total Interviews Coverage MassArt Auction As the MassArt Auction was forced to take place virtually, the team adapted the traditional outreach strategy to tell a story about a swift adaptation and embrace of a new format that resulted in a successful event. This yielded interviews and coverage in The Boston Globe, Boston Business Journal and Bay State Banner.
Pieces of Press Release MassArt COVID-19 Response Supporting and Media Alerts Through statements, media alerts, FAQs and other messaging, Content Created InkHouse and MassArt worked to inform the campus community and general public on MassArt’s response to COVID-19, including shifting to remote learning and housing healthcare workers on campus
Surdna Foundation InkHouse, MassArt and The City of Boston worked jointly to announce the $1.2 million grant, with coverage appearing in local and art trade outlets. 3 MAAM: In 2019, InkHouse and MassArt began laying the groundwork for a successful official opening of the MassArt Art Museum in February 2020. This was done through initially announcing the museum in May 2019, then through a steady cadence of targeted pitching of news for the remainder of the year on the inaugural exhibitions and museum branding. As MAAM prepared for its public grand opening, InkHouse worked with MassArt to facilitate interviews with Lisa Tung with local and art trade press, and provide media support at the opening reception, media preview and grand opening events.
Inaugural Exhibitions Media Preview Grand Opening
In August of 2019, we conducted In the lead up to the Museum The week of the opening, we outreach with a press release opening, we invited key reporters to provided on-the-ground media announcing MAAM’s opening date attend an exclusive media preview relations support at grand opening and three inaugural exhibitions, the day before the public Museum events and conducted media outreach around the ribbon which was followed up on with opening to offer them access to the cutting and opening day public greater detail on the exhibitions in artists and curatorial team that were events. October. part of the opening exhibitions.
4 MAAM Opening Media Relations
BOSTON GLOBE: October 11, 2019 Meet the ‘dogged, tenacious champion’ who spent 11 years building Boston’s newest art museum ● Profiles Lisa Tung and the story of transforming the Bakalar & Paine Galleries into the MassArt Art Museum.
CREATIVE REVIEW: October 11, 2019 An unconventional identity for Boston’s MassArt Art Museum ● Quotes Moth Design founder and Director Tammy Dayton on the process of developing the brand identity for MAAM ● Links to both the MAAM and Moth Design websites
FORBES: January 5, 2020 Game (Almost) Over, Exhibit Connecting Video Games And Contemporary Art Finishing Run At Akron Art Museum ● Includes details of the MAAM opening, highlighting the Game Changers exhibition
WBUR: January 6, 2020 16 Art Exhibits Worth Leaving The House For This Winter ● List of noteworthy local exhibits, featuring both Valkyrie Mumbet and Game Changers
ART NEW ENGLAND: January 9, 2020 MAAM: MassArt’s New Art Museum ● Preview of MAAM showcasing the museum’s journey to opening and the inaugural exhibitions ● Quotes MAAM Executive Director Lisa Tung, Curator Darci Hanna, as well as artists Ghost of a Dream
TIME OUT WORLDWIDE: January 9, 2020 The 40 most exciting things to do in the world in 2020 ● List of global events that includes the MAAM opening, emphasizing its free and open-to-the-public nature
5 MAAM Opening Media Relations
SMITHSONIAN MAGAZINE: January 23, 2020 Most Anticipated Museum Openings of 2020 ● List features MAAM and also highlights the inaugural exhibitions
ART NEWSPAPER: February 19, 2020 Back to school: Massachusetts college museum gets a $12.5m makeover ● Preview of MAAM featuring image of Ghost of a Dream preparing Yesterday Is Here ● Quotes MAAM Executive Director Lisa Tung
ARTNET NEWS: February 21, 2020 With a $12.5 Million Revamp, the Massachusetts College of Art and Design Has Turned Its Galleries Into a Contemporary Art Museum ● Interview with Lisa Tung, MAAM’s Executive Director, on the redesign and rebrand of MAAM
BOSTON GLOBE: February 24, 2020 Names: The MassArt Art Museum opens with a bash ● Review of MAAM’s opening day, including links to the MAAM website, in Boston Globe Names, an important section for MassArt donors and board members
WBUR: February 26, 2020 At MassArt Art Museum, Artists Examine Racial And Gender Systems ● Highlights the inaugural exhibitions and artists with interviews from the media preview day
HYPERALLERGIC: February 27, 2020 Yes, MAAM! Boston Is Excited to Meet Its Newest Contemporary Art Museum ● Features opening day of MAAM, including interviews with selected visitors and photographs of installations ● Quotes MAAM Executive Director Lisa Tung
6 MAAM Opening PR Metrics
44 Media Placements
132,291,404 Media Impressions
46,248 Social Shares
7 31st MassArt Auction
BOSTON GLOBE: May 12, 2020 Nonprofits see big drop in fund-raising while demand for services rise With COVID-19 and the ● A story about fundraising challenges for nonprofits during COVID-19 featured statewide stay at home order the MassArt Auction as a bright spot—an example of a successful and creative preventing the annual MassArt virtual event that was executed on short notice Auction from occurring as usual, InkHouse and MassArt worked to tell a public story about how to successfully adapt a live event to a virtual one.
Outreach to art, local and business press resulted in multiple interviews for Kathy Calnan, Executive Director of BAY STATE BANNER: April 23, 2020 Advancement, and positive MassArt Auction moves forward online coverage in local outlets. ● Features interview with Kathy Calnan about adapting the format of the auction, and includes several great details about 2020 artists and artwork.
8 MassArt COVID-19 Response
COVID-19 rapidly emerged as a disruptive force in early 2020 that required every aspect of campus life and education at MassArt to be reimagined.
At the beginning of the crisis, InkHouse and MassArt coordinated on public responses, statements and media alerts to communicate how the College would finish the spring semester and how the campus would aid in the public response.
As classes resumed virtually after spring break, we looked to find ways to highlight success stories from virtual teaching and ways students were staying engaged from afar.
9 PR Metrics: 2019-2020 Academic Year Total
2019 TOTAL
88 Media Placements
265,234,209+ Media Impressions
81,906 Social Shares
7 Calendar Listing Sets
10 2019-2020 Academic Year Total Media Coverage Please note, the coverage listed are the pieces InkHouse secured or actively supported through media relations or press releases.
OUTLET TITLE DATE
Boston Globe Meet the ‘dogged, tenacious champion’ who spent 11 years building Boston’s newest art museum 10/11/2019
Global Traveler New Boston Art Museum Prepares for Grand Opening 10/30/2019
Creative Review An unconventional identity for Boston’s MassArt Art Museum 11/10/2019
Boston.com Sky-high soufflé pancakes debut in the Seaport this weekend 11/11/2019
Boston Magazine 20 Things We’re Looking Forward to in 2020 12/20/2019
Artscope Magazine Nancy Nesvet’s Art World Predictions For 2020 1/1/2020
Forbes Game (Almost) Over, Exhibit Connecting Video Games And Contemporary Art Finishing Run At Akron Art Museum 1/5/2020
WBUR 16 Art Exhibits Worth Leaving The House For This Winter 1/6/2020
Time Out Worldwide The 40 most exciting things to do in the world in 2020 1/9/2020
PopSugar 2020's Best Festivals, Exhibits, Nights Out, and Novelty Experiences From Around the World 1/9/2020
Art New England MAAM: MassArt’s New Art Museum 1/9/2020
RTP Work by Joana Vasconcelos at the MassArt Art Museum in Boston 1/21/2020
Smithsonian Magazine Most Anticipated Museum Openings of 2020 1/23/2020
11 2019-2020 Academic Year Total Media Coverage Please note, the coverage listed are the pieces InkHouse secured or actively supported through media relations or press releases.
OUTLET TITLE DATE
O Journal Artist Joana Vasconcelos inaugurates new piece of the Valquírias series in February in Boston 1/24/2020
Boston.com The MassArt Art Museum has a February opening date 1/27/2020
Homes & Antiques The best global events to attend in 2020 1/28/2020
AfroPunk AFROPUNK 10: BLACK ART FOR BLACK FUTURES 2/7/2020
WGBH Local Photographer Reflects On Hong Kong 1/30/2020
Worcester Telegram Bill Zeroes in On Arming MassArt Campus Police 1/30/2020
Platforma Joana Vasconcelos uses African cloths in honor of a slave 2/10/2020
Portuguese American Journal Inaugural: Joana Vasconcelos at the MassArt Art Museum – Boston, MA 2/15/2020
Feel Portugal Joana Vasconcelos at Boston's MassArt Art Museum Inauguration 2/19/2020
The Art Newspaper Back to school: Massachusetts college museum gets a $12.5m makeover 2/19/2020
CBS Boston Weekend To Do List: Home Show, New Art Museum, Mardi Gras 2/20/2020
Boston.com 10 things to do in Boston this weekend 2/20/2020
Boston Globe 5 things to do in Boston this weekend 2/20/2020
12 2019-2020 Academic Year Total Media Coverage Please note, the coverage listed are the pieces InkHouse secured or actively supported through media relations or press releases.
OUTLET TITLE DATE
WBUR- ARTery 5 Things To Do This Weekend, From The MassArt Art Museum Opening To A 12th Century Opera 2/20/2020
RTP Joana Vasconcelos holds her first solo exhibition in the United States 2/21/2020
WBUR- ARTery MassArt Opens A New Contemporary Art Museum, And It's Free 2/21/2020
The Ritz Herald FREE CONTEMPORARY ART MUSEUM TO HOLD GRAND OPENING RIBBON CUTTING IN BOSTON ON FEB. 22 2/21/2020 With a $12.5 Million Revamp, the Massachusetts College of Art and Design Has Turned Its Galleries Into a artnet News Contemporary Art Museum 2/21/2020
Boston Globe A new, free contemporary art museum opens at MassArt on Saturday 2/21/2020
Boston Magazine Go Ahead, Take a Museum Selfie 2/21/2020
Boston Globe Boston’s newest art museum opens big with enormous, exuberant art 2/24/2020
The Boston Globe The MassArt Art Museum opens with a bash 2/24/2020
BostInno Say Hello to a New 'Teaching Museum' | Boston's Must-Try Margaritas 2/24/2020
NBC10 Boston MassArt Art Museum is Boston’s New Free Contemporary Art Museum 2/24/2020 Museum Closures in Italy, Rarely Seen Hockney Painting Goes on View, and More: Morning Links from February 24, ARTnews 2020 2/24/2020
ArtFix Daily A Kunsthalle for All, MassArt Art Museum Debuts in Boston With a Monumental Installation 2/24/2020
13 2019-2020 Academic Year Total Media Coverage Please note, the coverage listed are the pieces InkHouse secured or actively supported through media relations or press releases.
OUTLET TITLE DATE
WBUR- ARTery At MassArt Art Museum, Artists Examine Racial And Gender Systems 2/26/2020
Daily Free Press Game Changers exhibition at MassArt showcases artists from around the globe 2/27/2020
The Huntington News MassArt Museum opening brings free art to community 2/27/2020
Bay State Banner New MassArt Art Museum (MAAM) welcomes visitors 2/27/2020
Hyperallergic Yes, MAAM! Boston Is Excited to Meet Its Newest Contemporary Art Museum 2/27/2020
WGBH Arts This Week: 'MassArt Art Museum,' Aisslinn Nosky, And 'Ice Dance International 2/27/2020
WGBH The New MassArt Art Museum Is Always Free And Always Contemporary 3/4/2020
Boston Globe Color and pattern accost (in the very best way) at MAAM 3/6/2020
Boston Magazine The MassArt Museum Grand Opening 3/6/2020
Boston Patch Coronavirus School Closings In MA: List 3/8/2020
Boston 25 News Mass. colleges transition to online classes amid COVID-19 outbreak 3/11/2020
Boston Globe Northeastern, BU, UMass to shift to online classes in response to coronavirus 3/11/2020
Creative Boom How to work with a logo brief that was simply, 'No serif, no sans serif 3/12/2020
14 2019-2020 Academic Year Total Media Coverage Please note, the coverage listed are the pieces InkHouse secured or actively supported through media relations or press releases.
OUTLET TITLE DATE
WBUR Major Art Museums In Boston Close Over Coronavirus 3/12/2020
NBC10 Boston Boston-Area Event Cancellations, Closures Due to the ... 3/12/2020
Boston Herald Here are the Boston-area colleges sending students home over coronavirus 3/12/2020 Coronavirus and Massachusetts: Updated list of Massachusetts colleges with plans to switch to online instruction MassLive (March 20) 3/20/2020
MutualArt Weaving Stories: The Narrative Power of Contemporary Fiber Art 3/24/2020 artnetNews Museums Are Taking Over Social Media By Sending One Another Virtual Bouquets 3/25/2020
Colossal LIST: Massachusetts colleges trying to figure out Class of 2020 graduations 3/31/2020
Better Homes and Gardens MassArt to provide housing for 150 medical workers who can't go home for now 4/2/2020
MetroWest Daily News Coronavirus response: MassArt to set aside housing, parking for Boston hospital workers 4/6/2020
Universal Hub During the coronavirus crisis, arts programs face the challenge of online learning 4/6/2020
MassLive Northeastern Joins Growing List Of Colleges To House First Responders 4/7/2020
Boston Globe Museums Are Taking Over Social Media By Sending One Another Virtual Bouquets 4/8/2020
WBUR LIST: Massachusetts colleges trying to figure out Class of 2020 graduations 4/9/2020
15 2019-2020 Academic Year Total Media Coverage Please note, the coverage listed are the pieces InkHouse secured or actively supported through media relations or press releases.
OUTLET TITLE DATE
CBS Boston Acquires 240 Beds For Workers On Coronavirus Front Lines 4/9/2020
Boston Globe Universities in Boston area to house health care workers, first responders during the COVID-19 crisis 4/9/2020
Boston Business Journal MassArt's president leaving for job in North Carolina 4/9/2020
WBTV David P. Nelson named 24th president of Catawba College 4/9/2020
Salisbury Post Catawba College names Nelson 24th president 4/9/2020
WBUR 12 Banks Agree To Defer Mortgage Payments For Homeowners In Boston 4/9/2020
WGBH A Solution To Overcrowded Hospitals And Shelters? College Dorms 4/11/2020
Boston Globe ‘Walden, A Game’ is now free for parents 4/12/2020
Antiques and Arts Weekly A #MuseumBouquet... Just In Time For Spring! 4/13/2020
Boston Globe All the wild, creative, and just plain funny works Massachusetts art students are making from home 4/17/2020
WBUR Without Access To Studios, MassArt Professors (And Students) Get Creative 4/17/2020
Boston Business Journal Five things you need to know today, and when you run out of things to do 4/17/2020
Bay State Banner MassArt Auction moves forward online 4/22/2020
16 2019-2020 Academic Year Total Media Coverage Please note, the coverage listed are the pieces InkHouse secured or actively supported through media relations or press releases.
OUTLET TITLE DATE
ArtfixDaily Annual MassArt Signature Benefit Art Auction on Bidsquare Continues to Attract the Most Discerning Collectors 4/23/2020
ArtDaily Annual MassArt Signature Benefit Art Auction on Bidsquare continues to attract the most discerning collectors 4/23/2020
Mission Hill Gazette What’s Happening on Main Streets 5/1/2020
Boston Globe 5 outstanding art-school grads for 2020 5/7/2020
Art Fix Daily MassArt, City of Boston Receive $1.2 Million to Support Artists of Color 5/12/2020
Art Daily MassArt, City of Boston receive $1.2 million to support artists of color 5/12/2020
Jamaica Plain News City & MassArt Awarded $1.2 Million for ‘Radical Imagination for Racial Justice’ Program 5/18/2020
Boston Globe Boston kicks off a new grant program for artists of color 5/19/2020
Bay State Banner $1.2 million grant to support Boston artists of color 5/21/2020
COVER Magazine Ode to Freedom 6/15/2020
17 Looking Ahead: Priorities
MassArt is facing unprecedented challenges as the campus adapts to the realities of a global pandemic and its impact on higher education, while also going through a leadership transition. Throughout the summer, communications and PR will be critical in helping to support the Acting President, while focusing on strategies to promote the quality of MassArt's hybrid curriculum with the goals of retaining current students and minimizing summer melt.
STUDENT RETENTION AND ACTING PRESIDENT PR SUPPORT SOCIAL JUSTICE AND EQUITY ENGAGEMENT
As plans for a hybrid on-campus and During a challenging year for MassArt, Kym Pinder While MassArt has several long-standing remote fall semester continue to come will oversee planning on how to return to campus, initiatives to address issues of equity, inclusion together, InkHouse and MassArt will look and how the College will contribute to creating a and social justice, these issues have come to the for ways to tell stories that keep current, more just and equitable campus community and forefront of the national conversation and both incoming and prospective students society. Kym’s depth of higher ed and art experience the campus community and media will be engaged and excited about a MassArt can be highlighted during an unprecedented time looking for more information on what MassArt education. for the college. is doing in this arena.
18 Recommendations
WHAT’S WORKING WHAT WE SHOULD ADJUST
Communication Looking ahead: Priorities Throughout the academic year our two teams This summer and for the remainder of 2020 our continued to work together extremely team will be laser-focused on student-retention collaboratively and efficiently. Our teams’ joint and engagement, supporting the promotion of focus was initially on laying the groundwork for a social justice and equity efforts at MassArt, PR strong MAAM launch in 2020 and on telling several support for the acting president and the re-launch different storylines related to the news, including of MAAM. Our team will continue to be mindful of the MAAM brand, the building renovation and the the “big picture” and telling MassArt’s broader inaugural exhibitions. This phase of MAAM’s media story, ensuring the school’s reputation remains relations set a strong foundation for media strong. InkHouse will also place a strong emphasis outreach in January and February of 2020 and on proactivity and creativity whenever possible beyond. Immediately post-MAAM, InkHouse and when it comes to telling MassArt’s stories in the MassArt pivoted, and helped MassArt respond to media. issues related to the global pandemic that forced MassArt and colleges across the country to close campuses, while also securing media coverage for the annual MassArt auction in the spring. .
19 THE TEAM
LISA VAN DER POOL BETH MONAGHAN SENIOR VICE PRESIDENT CEO Role: Overall strategy, planning Role: Strategic direction for media, and crisis lead content planning and crisis response
RYAN FERGUSON KHLOE LEWIS LAUREN CHAMPIGNY ACCOUNT MANAGER ACCOUNT EXECUTIVE ASSISTANT ACCOUNT EXECUTIVE Role: Lead media relations and content Role: Supporting media relations and content Role: Supporting media relations and content development, support planning and crisis. development development 20