Office of Policy and Analysis: Branding and Marketing

This section contains documents on the following issues: Demographics and interests of actual and potential Smithsonian audiences and how best to serve them; and identification and communication of a unique and memorable image that helps the Smithsonian and individual units connect with, build, and retain audiences.

Branding

2030 Vision: Anticipating the Needs and Expectations of Museum Visitors of the Future, July 2007

Eaters of the Smithsonian Sun: Characteristics of Visitors to Smithsonian Museums, March 2006

Marketing

Marketing Exhibitions: Will They Come?, June 2002

Audience Building: Marketing Art Museums, October 2001

The Affiliations Program: Results of a Survey of Affiliates conducted May/June 2001, July 2001

Who Attends Our Cultural Institutions?: A Progress Report Based on the Smithsonian Institution Marketing Study, May 1995

For more information regarding the studies and reports on this site, contact the Office of Policy and Analysis.