This case study is a rebranding of the Oklahoma City Museum of Art. I conducted this study as a student at The University of West Alabama for a graduate level Media Campaigns course.
The Oklahoma City Museum of Art, incorporated May 18, 1945, is a combination of the Oklahoma Art Center and Oklahoma Museum of Art. It is a private institution located in Oklahoma City, Oklahoma inside of the Donald W. Reynolds Visual Arts Center. This museum is home to special exhibitions, original collections, and its very own 55-foot Eleanor Blake Kirkpatrick Memorial Tower.
During the 1980’s the city’s ability to support both institutions resulted in the integration of what is formally known as the Oklahoma City Museum of Art. Today, the museum attracts over 125,000 people annually, while offering educational opportunities, an international film program, restaurant, and a museum store.
Sources wikipedia.org and okcmoa.com
- Tourist- visit museum to satisfy exploration needs
- Hobbyist- frequently visits museums, high interest in art or history as a professional
- Organized groups- parents, students, churches, who visit to create experiences
- Oklahoma residents- general public who visit in order to reflect and explore
The Oklahoma City Museum of Art has two local competitors: Oklahoma City Zoo and Blue Zoo Aquarium; and several industry competitors: Philbrook Museum of Art.
The Oklahoma City Zoo and Blue Zoo Aquarium are top local competitors, because they are located in the same area. All three attractions share target audiences, with the exception of hobbyists, and appeal to those audiences at a unique cost.
The Philbrook Museum of Art is one of OKCMOA’s top industry competitors. Located in historic Tulsa, Oklahoma, it serves 160,000 visitors annually in comparison to OKCMOA’s 125,000. Both museums are committed to public programs and serve the same audience. However, the Philbrook Museum offers the general public to host events which generate more revenue.
Fizzle Business Sketch
Brand Guide Book