Expanding the Audience of The Walters

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The goal of this project was to pick a Baltimore Cultural Institution and to design the strategy and promotional materials to attract a new and different audience. I chose to work with The Walters Art Museum and to target the audience of college students and young adults.

To display my work I've made a 12 page booklet containing information about The Walters and its current audience of families and older adults, why they should invest in the audience of college students and young adults, and how they could begin to do so.

The strategy I suggested to attract this demographic involves communicating effectively to younger people about what The Walters has to offer and to cater to what younger people want to see in a more historically focused art museum. This would include a more involved and developed social media presence, more social and educational events aimed towards a young adult demographic, better advertisement and communication of exhibitions and events, and an overall goal to be more accessible and welcoming to the public.

I created an example of advertising material that could be used for their exhibition that was up at the time, A Feast for the Senses, which focused on medieval art and the cultural perspective of the time period on the senses. The Walters hosts events related to their exhibitions, so I made a fold-out calendar for the season that museum visitors could take home with them.

The events featured in the calendar are some of the real events that The Walters held for this exhibition. I curated them according to the target audience of young adults and left out events meant specifically for families and children.