The School of the Museum of Fine Arts at Tufts University was in need of a strategic marketing partner after a rebranding effort.
School of the Museum of Fine Arts
at Tufts University
Reaching Artists and Learners of all Ages
Services
- Media Planning + Execution
- Search Engine Marketing
- Search Engine Optimization
- CRM + Marketing Automation
- Web Design + Development
- Email Templates
- Postcards, Flyers + Brochures
- Competitor Research
- Website + Landing Page Copy
- Nurture + Broadcast Emails
More
The School of the Museum of Fine Arts, which formally became part of Tufts University in 2016, offers individualized and innovative degrees, programs, and courses for artists and learners through all walks of life. We worked with SMFA to develop a suite of refreshed creative assets and an optimized media strategy to generate leads for their continuing education programs.
THE CHALLENGE
Balancing a rebrand and a new program launch
Additionally, the launch of its Continuing Education program meant SMFA had to develop sustainable ways to reach adult learners.
THE WORK
Future-focused creative and strategy
The Viv team came on board and provided refreshed marketing collateral that married the SMFA’s storied history with the fresh, creative spirit of the new branding elements. The assets spanned print and digital publications and advertising, email templates, and website content.
In addition to creative, Viv also developed a robust media strategy to promote Continuing Education efforts, as well as support the school’s launch of several certificate programs. Over several years, the strategy has evolved and now offers support for leads at every stage of the marketing funnel, from awareness through paid search to email nurture and enrollment management.
The Results
5.35%
conversion rate on SMFA landing pages to date
3%
click-through rate on SMFA Google search ads in FY22
The team brings an excellent combination of design talent, copywriting prowess, and higher education expertise. They very quickly learned the complexities within the unit and are champions of our brand and messaging consistency. I have watched as they graciously and confidently respond to the often shifting needs of our market segments, always acting as strong strategy consultants.
