Tate Galleries: Executive Summary

By petulaholibert | Updated: July 21, 2024, 10:30 p.m.

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Marketing Initiative Proposal
Executive Summary
TATE
?
Vision:
to increase public enjoyment and understanding of British art
EVERYTHING!
DIGITAL
as a dimension of
Campaign Overview
Engage arts community online 
Maximize online revenue opportunities
Maintain authority, reasearch and scholarship
[RESULT 1]
Campaign Overview
[RESULT 1]
Current digital media strategy includes:
websitesocial mediamultimedia applicationsgamesinformational videoonline communities
[RESULT 1]
Identified Gaps: SEO
[RESULT 1]
Tate has a noted absence on Search Engine Results Pages
SEO techniques, including PPC advertising should help to increase the visibility of the Tate among online audiences
New Initiatives
Goals: engagement and education. Can improve SEO
Email Newsletter 
Goals: solving for customer issues, improving CSAT
Goals: revenue, education. Paid-for content targets researchers, scholars
Tateopedia mobile app
CRM via social listening
New Initiatives (cont . . . .)
Goals: transparency and authenticity. Sustainability efforts can boost trust
Greening video campaign
New payment solutions
[RESULT 1]
Goals: revenue generation, improving UX. Varied payment solutions can simplify purchasing decisions
Measurement Summary
email open rate, CTR
Newsletter
Time-in-app, retention rate
Tateopedia
CRM initiative
Customer Satisfaction Score (CSAT)
C
B
A
Measurement Summary (cont . . .)
watch time, share rate
Greening video campaign
CTR, conversion rate
New payment solutions/IG Shop
[RESULT 1]
E
D
Recommendations
optimal mix
of distribution channels
Recommendations
a key part of all business decisions
Ethical considerations
!
by Petulah Olibert
for Online Marketing Channels
Southern New Hampshire University
petulah.olibert@snhu.edu
THE END

Tate Galleries: Executive Summary

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