The Museum of Modern Art Paints a Bright Future With Silverpop

Company Profile
Founded in 1929 as an educational institution, the Museum of Modern Art (MoMA) is dedicated to being the foremost museum of modern art in the world. From an initial gift of eight prints and one drawing, the Museum's has grown to include more than 100,000 paintings, sculptures, drawings, prints, photographs, architectural models and drawings, and design objects. Today, more than 1.6 million visitors come annually to see the museum's permanent collection, as well as to attend temporary exhibitions, film programs and special events.

The Challenge
Prior to working with Silverpop, The Museum of Modern Art used a competing vendor for its email communications. After the vendor was acquired, the Museum began to look for an alternative communications software vendor. MoMA was looking for an easy-to-use technology that did not require manual HTML coding; yet provided a robust database and rich media capabilities. It wanted to be able to quickly and easily create rich messages and track results without extensive training or technology expertise.

The Solution
New York's Museum of Modern Art chose Silverpop for a number of reasons including the easy-to-use customer interface with unique composition environments for HTML, Text, and AOL. Additionally, Silverpop's powerful content management capabilities provided MoMA with the ability to incorporate visual effects into messages, so that the Museum's art remained a key part of all communications. Another reason MoMA selected Silverpop was the sophisticated database capabilities that allowed the marketing team to collect detailed real-time tracking results and reports.

MoMA took advantage of its email communications software to notify patrons, donors, and the art community of its location move from Manhattan to Queens. The Museum had a well-planned integrated program for its relocation, including an advertising campaign, a new Website and a string of email messages. In its emails, MoMA used a number of topics and calls-to-action to remind visitors of the new museum location.

In addition to the new location campaign, MoMA utilized the Silverpop software to create messages announcing new exhibits, including pictures and details about the artist and event announcements.

The Results
On May 21, 2002, MoMA closed the museum on 53rd Street in Manhattan and reopened in Queens. The response to the new location was tremendous. Patrons surveyed said they saw the new location announced in the "Opening Events" email newsletter. The email campaigns garnered an open rate of 36.8 percent and on opening day, the line was wrapped around the building, with visitors waiting for an hour to get into the new location.

With Silverpop's software, MoMA was able to quickly create rich, colorful emails while maintaining and extending the MoMA brand. MoMA used Silverpop to power all of its emails including newsletters, unique programs, special events and new exhibits. MoMA was particularly pleased with the detailed tracking results for the email campaigns. The Museum gained valuable insight on its patrons through the tracking results including demographic data and areas of interest.

"Email was an excellent way to round out our efforts and quickly reach our visitors about the move to Queens. The Museum has seen a lot of success with email as a marketing tool and we will continue to make it an integral part of our overall marketing plans," said Page Pepper, Internet Marketing Manager, MoMA.

Museum of Modern Art
www.moma.org

Silverpop
www.silverpop.com