Florida Museum of Photographic Arts

Marketing Plan

Compiled by Austin Dunne, Dean Salacies, Jacob Brown, Liza Ngo, Nicole
O’Donnell, and Nancy Chau
A Deeper Look into FMOPA

▸ 95% of revenue comes from

donations/contributions, totaling $411,117 in
2019
▸ FMoPA wants to market towards the source of
the remaining 5% of revenue ($21,520), ticket
sales
▸ Their goal is to focus marketing on generating
new visitors, not investors
Interview with the Co-Founder
▸ Mr. Charles Levin, a lawyer, co-founded the
museum with an art expert Vincent
▸ Zora now executive director
▸ They have had over 100+ exhibits
▸ Created the museum for people to have that
‘museum experience’, not to bring art or culture
to Tampa or become a vanity gallery
 ▸ Poll conducted on r/Tampa
Current Market on Reddit, 225 total votes

Situation & Trends cast

▸ 71.6% had never been to nor
had they heard of the
museum
▸ 10.2% had heard of the
museum, but never attended
What do we know
▸ Visitors heard about the
museum from Google or
about our visitors? Family/Friends
▸ 9.8% of visitors were ages 30+
▸ 8.4% were between ages
18-30
▸ Overall visitor rating of 7.5/10,
visitors found the collection to
be very limited
 Tampa Museum of Art

Competitive
● Free to students
● Expansion project

Analysis: Nearby
● 4.2/5 Google, over 500 reviews
● Interactivity
Greater variety of pieces

Museums
●
● “Museum from Home”
● More extensive gift shop

Glazer Children’s Museum

Two very close-by museums offer
● More attractive to children/parents
with children
experiences competitive with FMoPA ● Highly interactive
● 4.5/5 Google, over 3,000 reviews
● "Learn at Home"
● Subway inside museum
 Competitive George Eastman Museum
World’s oldest photography museum

Analysis: Other
●
and one of the oldest film archives
● Located on estate of Kodak founder

Photographic
● 4.7/5 Google, 1680 reviews
● Exhibits cinema, includes theatre

Museums
Museum of Contemporary Photography
Outside of FMoPA’s geographic ● More history, founded in 1976

market, two museums set a higher ● Part of Columbia College Chicago, a

private art college
standard for photographic museums ● 4.4/5 Google, 336 reviews
● Collection includes over 16,000
objects from over 1,500 artists
● More extensive shop
 Competitive
The Internet
● Worldwide access

Analysis:
● Much of what is offered at
museums may be viewable online

Internet/Social
● Scale may not be important
● No restriction of subjects/no
censorship

Media
Social Media
Ever-growing online networks offer ● More than 300 million photos
uploaded per day worldwide
endless photos at our fingertips ● Facebook, Instagram, Pinterest all
popular for photos
● More personal value
● Occupies much of daily time ages
16-29
SWOT Analysis
Strengths Weaknesses

● Many events/ exhibits yearly ● Social media presence

● Location ● Engaging content
● Large space for other events ● Lack of brand awareness
● Fairly Priced ● Lack of variety and exhibitions
● Website ● Confusing floor layout
● Kids photography classes and internships for student ● Small exhibits
involvement

Opportunities Threats

● Engaging/ better exhibitions ● Technology / Social Media

● Build a nicer aesthetic ● Other museums in the area.
● Gift shop ● Price for tickets
● Only a few photography museum in the area
● Build an audience with university students,
faculty, and staff
Issues Analysis
▸ Underwhelming Exhibits and Short Experience
▸ Competition of Neighboring Museums
▸ General Unawareness of Museum and Disinterest
▸ Low Social Media Engagement
▸ Lack of Interactivity
▸ No Strong Avenue for Involvement for
Amateur/Local Photographers
Target Market and Market
Segmentation/Personas
▸ Socialites/Influencers ➢ Ashlyn
▹ 82% of consumers trust social networks to ○ 26 year-old influencer
guide their purchasing decisions ○ Graduated from UT
▹ 84% of adults between the ages of 18-29 ○ Engaged, lives in downtown Tampa
admit to using social media ➢ Evan, Kevin, Devyn
▸ Casual Goers/Tourists ○ From South Dakota
▹ 19.2 million tourists visited Hillsborough in ○ Flight Attendants, travel
through TPA often
2020 despite COVID-19
○ Looking for things to do on
▹ 20% of spending (estimated to be $606 their off times
million) is used for recreational purposes
➢ Gretchen
▸ Hobbyists/Photographers ○ 28-year old who moved from
▹ There are 20+ clubs for photography Colorado to Tampa
hobbyists, averaging over 30 members ○ Has a degree in history and works
▹ FMoPA potential members as a sales associate
○ True passion is photography
Proposed Marketing
Strategy ▸ Must market other aspects of
FMOPA
▸ How can we improve the
‘museum experience’?
▸ New audience = New offerings
▸ Curated and developed action
plans
Create New Calendar Events
- New calendar events that are more appealing to younger
audiences will draw in new consumers
- Puzzles hidden within photographs with clues/symbols that solve a
question to a particular exhibit lead to a more engaging experience
and extends duration of stay

- Monthly themes are a broad subject that appeals to masses

- Gives consumers a reason to purchase membership and return each

month

- Low to moderate cost to establish both events

 Generational Photo Comparison
- Museum curates an exhibit featuring two photographs of similar subjects from different
generations

-Pictures help illustrate the stark difference in photography between generations

-Exhibit established connection among the divided generations, giving them something to bond
over

-Visitors can take a trip through time with this

exhibit

-Addresses complaint of a lack of art

-Can increase attendance from both

younger and older generations
 Website Redesign, Mobile & Computer
▸ How does our website look
when pulled up on a phone or
computer?

▸ Need to utilize the limited

screen space

▸ Channel of distribution

▸ First glance

▸ Present what we have to offer

first

▸ No accurate map listed

 Floor Plan Comparison

Florida Museum of Photographic Arts Floor Following the George Eastman floor plan is a
Plan (two separate entrances, and no context set of clear guidelines and important
of which floor they are outlining as there are information about what to expect during the
multiple levels) visit.
 Self-Photography Exhibits
- Visually striking exhibit and/or areas dedicated to
providing visitors an opportunity to take photos of
themselves and others.
- Addresses the lack of interactivity, underwhelming
exhibits, and short experience
- Relevant to a photography museum

- Relevant to the prevalence of selfies, sharing social

media experiences
- Estimated Budget: $500 - $5,000
 Expanded Cafe
- The goal is to expand the cafe and create an
aesthetic space for visitors to enjoy. To connect
the experience of art with food.
- Increase social media interaction and improve the
overall museum experience.
- Catered to all of our target market: social media/
influencers, the casual-goers/ tourists, and the
hobbyists/ photographers.
- Potential Budget: $10,000- $12,000
Exhibits from Local Photographers
▸ The goal is to increase visitors and attract more
photographers and hobbyists, creating more buzz for the
museum
▸ Will be available for all to see
▸ Addresses the lack of apparent outreach to local
photographers
▸ Exhibits will occur every first weekend of the month and
will feature photographers from Tampa Bay
▸ This will include art and photography students
▸ Estimated budget: $500-$1000
Thank you!
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