The Studio Museum of Harlem: Attracting ExistingVisitors and Fresh Faces

Business Challenge: In preparation for the long-awaited reopening of the Studio Museum’s new purpose-built home, the team needed to define their target audiences as its marketing org turned itself “back on.”

Our Approach: We worked with the Studio Museum leadership team to define hypothetical target groups that would be important to the museum’s success. We then designed a custom survey that was fielded to both Studio Museum contacts and a broader public audience.

Outcome: Our research — and the resulting persona work

— has been used to drive the organization’s largest

marketing campaign to-date. This work has helped create

a buzzy launch for the new museum facility, and renewed

interest in support for Harlem’s home for art and artists

from the African Diaspora.