Widmeyer Research in Action
The Smithsonian American Art Museum (SAAM)
To position the Museum as a unique destination for visitors, Widmeyer Research conducted qualitative and quantitative research that identified likely visitors to the new museum, their interests and the Museum’s strongest selling points for a publicity campaign. Widmeyer researchers conducted focus groups and telephone polling in five feeder markets that drive D.C. tourism. Based on research findings, Widmeyer PR and Design teams developed a strategic marketing and communications plan that included strategies for program development, messaging, media relations, partnership and fundraising. Widmeyer’s research also helped the Design team when it came time to develop print, transit and other advertising announcing the reopened museum.
