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SAM

To create a campaign to promote artists and to encourage more visitors that museums are interesting places to explore.

Objective of SAM

 

  1. To promote more visitors for “Sayang Sweet Singapore” and Singapore Art Museum.

  2. Promote the undiscovered and unknown artists of “Sayang Sweet Singapore”. Help these artist gain recognition.

  3. Change the negative and boring perspective of Singapore Art Museum and leave a fun, positive impression on patrons.


Competitors of SAM

 

National Gallery Singapore

The current promoted exhibition of National Gallery Singapore is “Chua Mia Tee: Directing the Real!”

That showcase painting of Singapore in the developing years.


Art Science Museum

The current new exhibition at Art Science Museum is “Patricia Piccinini: We Are Connected”. This shows her unique hybrid creature sculptures.


Target Audience

 

Young Adults (Primary)

Young adults age between age 18-30 who may visit the museum with their friends or significant others as a meaningful and fun date.


Families

Married couples with children may want to bring their children out for a fun family day out at the museum.


Art Enthusiasts

Art enthusiasts who love to appreciate artworks visit the museum frequently to check out new exhibitions.


Top 3 Media platform

 

  1. Social Media

  2. Advertisement Posters/ Banner

  3. Radio advertisements


Chosen Platform

 

Social media is our chosen platform because it is widely used by our target audience in order to reach a larger portion of them.

In today’s day & age, social media is quickly overtaking traditional offline media. Thus, we believe that using social media will best engage our target audience and will best serve, promote, and support the type of content that we create, allowing us to connect with our target audience more effectively and quickly.

Such examples of social media platforms are:

  • Youtube (Long form)

  • Tiktok (Short form)

  • Instagram (Short form)


Promotion Timeline

 

We would reach target audiences on social media by:

  • Posting both short-form video and long-form videos on YouTube. Shorter videos has to be attention-grabbing to entice casual visitors whilst longer videos can be informative and detailed for the in-depth learns and avid art enthusiasts.

  • On Instagram, posting pictures and using art-related hashtags in captions can help with engagement. 15 second stories that show snippets of the artworks and quick 90 second informative reels.

  • Posting aesthetic and on-trend videos on TikTok can attract the younger generation as the videos posted are short and bold. Creating filters for SAM can also boost popularity as filters are widely used. SAM can also do livestreams on TikTok.


Effectiveness

 

Social media platforms are widely used media by the public of all ages. There are many effective ways in promoting the exhibition to reach the target audiences.

  • Many of the target audience have short attention spend. So by having short form clips will allow us to catch their attention easily.

  • Using hashtag on promotion short form clips across different platforms will reach a wider or niche audience.


Limitations

 

Social media platforms are widely used by the public of all ages. However, at the same time there are some limitations that affects the effectiveness of promoting the event.

  • Takes time and effort to raise its popularity among the target audience (likes and views)

  • Not reaching its intended audience as the promotion may not be as effective/ might backfire

  • It is costly to pay for promotion if we want to boost our online content (paid content/ advertisements)


Focused platform: Instagram

 

Large following

Singapore Art Museum has already established a large following on Instagram. Thus, any promoted content posted on SAM Instagram account can reach their 52.8k followers. Their own hashtag, #singaporeartmuseum, has almost 40000 posts.


Strong social media presence

Together with the large following, the Singapore Art Museum has also a strong social media presence with frequent updates and posts, highlights and reels. SAM is also verified by Instagram.

Various mediums

Instagram is also able to support various different mediums for content such as pictures, short stories, reels.


Paid advertisements

SAM is able to engage Instagram advertisement services that boosts their posts to people who fit their target demographic/audience. This increases viewership and reach to people who are not following SAM’s instagram.


Instagram content

 

Examples of content that can be featured on SAM’s instagram page:

Digital posters

SAM can design digital posters that showcases important event details on “Sayang Sweet Singapore” such as event dates, admission fees, event details.


Instagram stories

SAM can post visitors in-action (queuing in line, taking pictures with the artworks) as it will promote that there are alot of people visiting and enjoying their time at SAM.


Videos/Reels

SAM can show interesting snippets of the exhibition space. They can also create a video showing directions to SAM. SAM can engage influencers, celebrities or some of their featured artists of “Sayang Sweet Singapore” to produce some informative and exciting content such a exhibition teasers and tours, exclusive artist interviews and Q&As and special behind the scenes of exhibition setups.


Interaction with visitors

SAM can engage with visitors of SAM by reposting tagged stories that features the “Sayang Sweet Singapore” exhibition to show that the event is popular and in-demand, which encourages more people to come patronize.


Promotion Timeline

 


Design (Social Media)

 

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To give the audience a preview of the exhibition theme.


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The eyes are use to catch the audience's attention and leading them to the exhibition title.


Design (Website)

 

In my design I uses white, black and red as the primary colours for the page. Which can be found in the current SAM homepage.


I also included a rainbow gradient pattern to match the exhibition poster I designed for “Sayang Sweet Singapore”. The rainbow gradient serves as a guide for the eyes as the visitor moves through the various sections of the homepage.


The visitor can navigate to other pages by clicking at navigation bar or button. They can also return to the top of the homepage by clicking the "back to top" button in the bottom right corner of the page.

The aim of the design is to encourage the visitor of the website to visit SAM and learn more about the events that are taking place


Link to XD in play mode:

https://xd.adobe.com/view/d3c5b175-0a94-4222-9a61-f31f3b52f975-8696/?fullscreen

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