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ORLANDO MUSEUM
OF ART

ROLE

intern

MARKETING

DELIVERABLES

- marketing collateral

- promotional materials

- content creation

- social media audit

GRAPHIC DESIGN

DELIVERABLES

- signage

- posters + flyers

- invitations

- event photography

INTERNSHIP OVERVIEW

Orlando Museum of Art is a non-profit organization down the street from Rollins College. Not only do they have amazing exhibits, but also educational courses for all ages and abilities, events for families and local artists, lectures from artists and professionals, and so much more. I absolutely love the arts, so this was a really fulfilling work environment to be in.

 

As the graphic design intern, I designed graphics for events, created flyers and handouts, updated some old graphics on marketing collateral, took photos of events for grants and marketing, and so much more. On my first day, the head of marketing and PR had his last day at the museum. Of course, I stepped up to help by creating social media posts and scheduling in Hootsuite, and I performed a new audit on the social media platforms to get a good picture of the things we could work on while we waited for someone to fill the position.

 
GRAPHIC DESIGN

FAMILY DAY

creative direction and graphic design for omnichannel usage (print and digital)

FIRST THURSDAY

creative direction and graphic design for omnichannel usage (print and digital)

HOLIDAY HOURS

creative direction and graphic design for omnichannel usage

FLYERS

updating information, layout, and design of flyers for camps (for print usage)

INTERN GRAPHIC

creative direction and graphic design for omnichannel usage (social media channels).

 
EVENT PHOTOGRAPHY

family day @ Orlando Museum of Art

yellow ribbon project @ Orlando Museum of Art

first thursday @ Orlando Museum of Art

festival of trees @ Orlando Museum of Art

 
SOCIAL MEDIA

With the head of marketing and PR position vacant, I decided that I wanted to look at a previous audit that was conducted in 2017 on OMA’s Facebook and Instagram and then conduct my own. I saw that there were improvements that could be made to boost engagement and traffic to the website, and I wanted to help others understand and think about making these changes.

 

Due to budgets and time being tight (and no one in that role), there wasn’t much wiggle room for changes to be made. But, I decided to throw this together anyways in hopes that someone might learn from it. Engagement was extremely low on their platforms, but I made tiny little improvements with the bit of freedom I had. Below, you can read the report I made as well as see the outcomes for the month of October.

On Halloween, I had some freedom to post something of my choosing. Instead of making a promotional post like I’m typically instructed to do, I decided to create a post that was entirely value based and solely entertaining (but still relevant). I chose a picture of two kids dressed up as Van Gogh and his Starry Night, captioned, “Happy Halloween! It’s time to Gogh trick-or-treating! Simple, funny, cute. But, the outcome was huge.

WITHIN 8 HOURS:

- This photo reached 1,000 likes becoming OMA’s most liked photo on their Instagram page (typically, likes hover anywhere between 75-125 likes).

- This photo also became the most engaged with post on OMA’s Instagram profile.

- Had 25 comments (typical to have none)

- Was sent to another person 122 times

- Was saved 27 times

3 DAYS LATER:

- plateaued at 1,417 likes

- 29 comments

- sent to someone else 167 times

- saved 41 times

SOCIAL MEDIA RESULTS

In the month of October, engagement on Instagram was up at 7,600 engagements, an increase of 6,300 from the 1,200 the prior month.

 

Engagement on Facebook was up at 1,200 engagements, an increase of 1,100 from the 142 engagements the prior month. There were also 256 website clicks, an increase of 192 from 64 the prior month.