The Art Institute of Chicago
The Art Institute of Chicago collects, preserves, and interprets works of art of the highest quality, representing the world’s diverse artistic traditions, for the inspiration and education of the public and in accordance with our profession’s highest ethical standards and practices.
Embarking on an ambitious and visionary new phase of development, the AIC worked with MHM to develop a vision-led and audience-focused strategic plan. The aim was to orient the organisation towards meeting the needs of a diversity of visitors and, in turn, increasing levels of new visits, frequency and recommendation locally, nationally and internationally. Our methodology comprised a #V360° programme, supplemented with a rolling process of data collection on-site. We also undertook #AudienceAtlas Chicago, which mapped Art Institute Chicago’s audience in terms of the broader Chicago cultural market, and its crossover with other cultural venues. Our research enabled us to segment their visitors.
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