DuSable Museum of African American History

Developing a marketing plan ahead of a major announcement

The DuSable Museum of African American History on Chicago’s South Side will soon have a famous new neighbor – The Obama Presidential Center – which is slated to open in 2020. In order to build their reputation ahead of that opening, DuSable tasked TeamWorks with leveraging the institution’s new Smithsonian status, building connections with the Obama Presidential Center and establishing a more relevant voice within the community by tying DuSable to current and future political and cultural events. To do that, TeamWorks Media produced a two-year marketing plan, including a campaign roll-out calendar which would serve as the foundation for the museum’s marketing efforts for the coming years.

What we did:
First, we identified three primary audiences that DuSable needed to re-engage. After audiences were developed, we created specific strategies for each, in order to re-engage them with the museum and its core mission. The final comprehensive marketing plan included:

• Brand voice development
• Event development
• PR plan
• Social media strategy
• Website updates
• Execution budget
• Staffing recommendations
• Campaign roll-out calendar