Engaging Young Audiences: Integrating Mobile and Public Program Strategies

Patricia Rodewald, USA

Like many museums across the United States and around the globe, the High Museum of Art in Atlanta has been working to attract and engage visitors between the ages of 18 and 35. The High has recently experimented with ways to create relationships with this demographic by developing a series of programs and a new mobile app. These projects have been a cross-departmental effort led by the Education Division along with colleagues in curatorial, exhibitions, marketing and operations as well as external partners. The presentation will summarize the development process for ArtClix, the High’s first mobile app, and share how the app fits into a broader initiative to engage this target audience. The presentation will include measures of success as well as challenges that are being addressed as ArtClix moves into its third year of use at the High.

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