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Building Millennial Audiences: Strategies from Funders and the Field

AAM Watch & Talks provide a unique opportunity for museum professionals at any stage in their career to engage with video content in a real-time group setting. In order to most effectively facilitate a discussion at your museum, AAM will provide the pre-recorded video content as well as a sample agenda with discussion prompts and activity instructions. Using pre-recorded video content provides flexibility for Watch & Talk hosts to schedule real-time events whenever is most convenient. Watch & Talks are also a great opportunity for colleagues of all levels of tenure to hone their facilitation skills.

Content Description

Download the full Hosting Guidelines

The video content for this Watch & Talk was captured from a panel and subsequent interviews at AAM’s 2018 Annual Meeting in Phoenix, Arizona: “Building Millennial Audiences: Barriers and Opportunities” featuring Christine Yoon, Program Officer for the Arts at the Wallace Foundation; Mariana Shepard, Associate Director of Education and Public Programs at the Contemporary Arts Center in New Orleans, LA; and Rand Suffolk, Nancy & Holcombe T. Green Jr. Director at the High Museum in Atlanta, GA. The content description is as follows:

What do you know about millennials and the best ways to reach them? In these three videos, learn practical, research-driven steps from funders at the Wallace Foundation and other museums and cultural organizations to successfully engage this audience.

Learning Objectives:

  • Learn effective strategies for millennial audience engagement based on Wallace
    research
  • Gain insight on research regarding millennials’ appetite for arts- and culture-related
    activities as opposed to other leisure activities
  • Explore barriers and opportunities for attracting and retaining millennials and successful
    programmatic and communications strategies for reaching them
    Please reference the Agenda and Discussion Guide, appendix A, for links to the video content as
    well as details about the run of show.

Watch

Christine Yoon: A Funder’s Perspective

Talk

Reflections:

  • What was most surprising?
  • Any ‘aha!’ moments?
  • Any other thoughts?

Watch

Mariana Sheppard: A Staff Perspective

Talk

Reflections:

  • What was most surprising?
  • Any ‘aha!’ moments?
  • Any other thoughts?

Watch

Rand Suffolk: A Director’s Perspective

Talk

Reflections:

  • What was most surprising?
  • Any ‘aha!’ moments?
  • Any other thoughts?

General reflections on all three videos

  • Did you notice any differences between the funder, museum director, and staff perspectives? What were they?
  • Did any of the information surprise you? What was unexpected?
  • What questions are you left with?

Breakout Activity:

Brainstorming millennial engagement challenges Resources needed: Butcher paper, tape, markers, post-its

  • If the group is larger than 6 people, break into smaller groups (about 3-6 people each depending on the number of attendees)
  • Group members write questions/challenges related to millennial engagement (could be theoretical or from an actual engagement issue your museums is currently struggling with) on butcher paper; tape around space (5 min)
  • Group members take a few minutes to read colleagues’ shared challenges (react to them: any surprises? Is there a theme?) and then write potential solutions, tips, or resources that might be useful for next steps on sticky notes that they stick to the paper (these potential solutions and/or tips might be based on information learned from the videos and/or from experience) (15 min)
  • Nominate someone in each group to share out provided challenges and tips to the larger group

 

If you hosted a Watch & Talk using this content, please let us know! You can send an image from your event or provide your feedback to content@aam-us.org.

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