Project Summary

MMFA is a fine art museum in Montgomery, Alabama. They have dedicated themselves to bringing art to all who want to experience it. A free museum with a plethora of programs, events and exhibitions that appeal to almost every age, MMFA both serves the community by focusing on local/regional artists and fosters an appreciation for art through their education and hands-on programs.

More about MMFA.

What will you {discover, experience, feel, understand, learn, try} today at the Montgomery Museum of Fine Art? Each new trip to MMFA is a new experience. One day you may venture to the shop and buy a print, or the next explore the gallery and see “Landscapes of the Mind” or “Animals in Art”. You might take an audio tour on your cell phone or enjoy Sunday brunch at the cafe. Kids can participate in hands on programs such as Tales for Tots and Summer Art Camps. Soon enough, visitors will be able to explore the new sculpture gardens and take in the beauty of the Montgomery flora while enjoying refreshments and glass blowing demonstrations.

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url: mmfa.org    |    completed: December 2013

Challenge

How do you cater to all of these audiences while still adhering to the brand and keeping the website simple? How do we increase foot-traffic and send the message to the local community that they have free admission, welcoming and approachable? How can you show visitors before they come that MMFA can be a day-long destination and a hidden gem in Montgomery, Alabama?

Solution

My MMFA–an integrated digital marketing campaign that presents itself throughout the website. In addition, cutting-edge user experience design that allows each unique visitor to engage with the MMFA website in the most simple and convenient way possible. Simplifying the site into an immersive experience with welcoming design traits throughout showcased the features of the physical museum – allowing visitors to plan their trip and pack in as much fun as possible.

Results

Since the launch of the new website, MMFA has seen a 20% increase in mobile usership, a drastic uptake in their event attendance (example: Native American Day had 700 additional participants before the launch of the website because they are able to call out their events on the website and market them accordingly), an increase in day-to-day foot traffic and visitors are spending more time at the museum because they know what features they want to seek out before they go. Event tickets that are available to purchase online, as well as donations have also raised since the launch of the new website.

Project Highlights

Digital & Social Strategy

Using the theme “My MMFA”, the Montgomery Museum of Fine Art encourages visitors to take control of their experience the moment they land on the website’s homepage or walk through museum’s doors. Through a wide variety of resources, education programs, online collections and more, MMFA allows their visitors to understand all that they can explore when they visit in person.

Events Calendar & Ticketing

A sortable, easy-to-update event calendar that shows current and upcoming events, date ranges and easy maintenance have allowed MMFA to highlight their events both on the interior page, as well as on the homepage. Although MMFA is a free museum, they offer online tickets for certain events. Through QGiv, they are able to easily incorporate ticketing through the events calendar.

Collection Management

In an effort to have their art available to everyone, MMFA wanted to include a gallery of their art collection. Using a gallery management system, EmbARK, we were able to design the collection to fit into their website seamlessly.

Blog

A very important feature to MMFA was their blog. Previously, the blog was not integrated throughout the website. The blog is now part of their website and being used frequently to expand on their exhibitions, events and thought-leadership in the community and museum industry.

Donations

MMFA relies on donations to keep their programs running at full-steam. Cuberis integrated seamlessly with QGiv in a secure and fully-branded fashion right on the website.

Responsive Design

Users can quickly navigate to the MMFA website with a click of a smartphone (or tablet) button. The site looks as great on an iPhone as it does on a desktop. Visitors can also use their smartphones to take a guided tour throughout the museum.

WordPress

A fully customized WordPress site allowed MMFA to easily update and manage their events, content, blog and imagery on the back-end CMS. With each department being in charge of their own website updates, they can now all easily manage their piece of the puzzle.

Before & After

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before screenshot
after screenshot

Praise

Cuberis helped the Montgomery Museum of Fine Arts staff sort through our web site priorities and created easy-to-maintain, affordable solutions that are aesthetically compatible with our stellar American Art collection. Challenged with no internal IT staff, they produced a site we can maintain in-house with relative ease…. and when we need help, they are just an email or phone call away.

Jill M. Barry - Deputy Director
Montgomery Museum of Fine Arts

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