Problem
Boost foot traffic during non peak tourism months, particularly amongst target millennial and Spanish-speaking populations, to lesser-visited museums using video marketing. I worked on a 4-month contract with the Smithsonian Office of Public Affairs and all materials I produced went towards promoting Smithsonian’s new brand positioning, “Seriously Amazing.”
Discovery
- Contextual inquiry at target museums
- User interviews with museum visitors in target age demographics
- Interviews with curators, research fellows, and museum education staff
Workflow
I storyboarded ideas and pitched scripts to the Office of Public Affairs management with the guidance of the Director of Brand Marketing.
I filmed, edited, and worked with animators to illustrate concepts in short video pieces. Some examples follow:
Validation:
In conjunction with the Social Media team, I tracked video reach, which averaged 3-500 immediate views. Although exact museum visitor metrics are tracked by the Office of Visitor Services, certain videos measurably impacted online discussion around new exhibit openings. Please be in touch (areebahajani@gmail.com) to speak more about work in user research, marketing, and/or video production.
Skills Applied:
Video Production [Final Cut Pro, Canon EOS 6D, After Effects (limited)]
Scripting/storyboarding (In person meetings, Photoshop)
