School of the Museum of Fine Arts
at Tufts University

Reaching Artists and Learners of all Ages


  • 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

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.


Balancing a rebrand and a new program launch

The School of the Museum of Fine Arts at Tufts University was in need of a strategic marketing partner after a rebranding effort.

Additionally, the launch of its Continuing Education program meant SMFA had to develop sustainable ways to reach adult learners.


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


conversion rate on SMFA landing pages to date


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.
Sarah Biggers
Sarah Biggers - Associate Director of Continuing EducationSchool of the Museum of Fine Arts at Tufts University