Culture Connected

Website

Jun 11

Written By Portfolio

Introduction

Culture Connected began as an initiative that encourage EBT families to visit New York City museums. However, 2020’s global pandemic shifted the way in which people engaged with cultural heritage. As a result, numerous institutions released free, digital activities for kids that were sheltering in place.

Approach

After institutions began to reopen, Arch Analytics considered using the same, digital content to engage niche audience. Talks with EBT recipients revealed that discounted tickets weren’t enough to consider visiting local institutions. Instead, these families were looking to enhance their experience- specifically, with resources that would help them know more about the institution beyond its location.

We proposed to create a website that gives the user a “preview” of what’s inside every participating institution. For example, users decided what topic they would like to learn about and prompts provide a list of related, digital activities from every museum. Every activity is linked to a specific institution’s exhibit, with additional prompts to plan a trip in-person.

The Final Word

Goal

The site was designed to draw in large audiences using aggregated museum content. Once on the site, users would have the option to continue their experience at a specific museum of their choice.

Audience

After three years of work, we successful increased digital engagement with targeted audiences ranging from EBT Card Holding Families, Families with Kids under 12, Families with Teens, NYC Families and NYC Teachers.

Social Analytics

Overall, Culture Connected’s reach doubled between 2022 and 2023. Improvements were seen across all social media platforms as well as email and web SEO.

Web Analytics

We also see how users engaged with the site, specifically noting which type of content was favored. The site’s EBT page drew in significant amount of traffic and most users continued toward specific museum pages and their ticketing site. We also see considerable interest in other options such as museum events and their digital content.