Performance Counts: Promotions, Marketing, Paul Simon, and the Museum

Posted on October 9th, 2015 by

In today’s Performance Counts we ask the question, “how do you get noticed”?  Well, if you’re a presidential candidate you probably just say something outrageous, but if you’re a small gem of a Museum in Jonestown it calls for a different strategy.  This month you might have seen our name attached to a familiar rock star’s face on a circulator bus or noticed a 30 foot inflatable guitar on the top of our building.  You might have seen an AP story that’s making the rounds (the Jewish Museum of Maryland covered in Idaho?) or looked at this morning and seen a top story from WBAL: “Baltimore museum hosts Paul Simon exhibit.”  You might have even seen something on the front page of yesterday’s Baltimore Sun about our involvement in working with Historic Jonestown.

You might think this is all just good fortune (and we’d be the first to be thankful for all our good luck).  But it’s easier to be lucky when we have a talented team putting our name forward.  Our success to date, and we strongly suspect there is more to come, is based on a combination of four forces – our in-house marketing team (mainly Tracie and Rachel), our colleagues at The Associated, our partners at Visit Baltimore, and our ambassadors on the JMM Board, especially our “ambassador-in-chief”, Board President Duke Zimmerman.  Thanks to this dynamite combo we have already taken more than 300 invitations to opening weekend events and we have already substantially raised our institution’s visibility.  I have asked Rachel to share some highlights of what’s already happened and what’s in store.

~Marvin Pinkert

How do you get noticed? As Marvin mentioned above: hard work, great partners, and yes: luck. As the marketing manager here at the Museum those three tenets are a bit of a mantra for me. It’s been very exciting behind the scenes for the last few months as we’ve tried to figure out the best way to capitalize on the broad appeal and “cool factor” that is Paul Simon: Words and Music. Happily, I think we’re already showing some real signs of success with organic coverage:

A cover story in the Baltimore Jewish Times – plus we especially enjoyed last week’s “MishMash” question on favorite Paul Simon songs!

A travel story in the New York Times online (Special thanks go out to Visit Baltimore for this one!)

A sneak peek tour with WBAL

Even an Associated Press story that has indeed been picked up as far away as Idaho and Florida (and in plenty of places around town – including the Washington Post)!

Marvin has also been interviewed on WJFF and will be appearing live on air with Tom Hall this Monday at 9:15am (so be sure to tune your radio to WYPR 88.1).

In addition to organic coverage we’ve lined up quite a bit of traditional advertising and promotion to further our reach including:

Television campaigns with WMAR/ABC2, Maryland Public Television, and Fox 45

Radio campaigns with WTMD, 100.7 The Bay, and WAMU

Print campaigns with Baltimore City Paper and the Baltimore Sun, the Jewish Times, Overture Magazine, Baltimore Magazine, and the Ravens Yearbook

And our partners at Visit Baltimore donated additional print coverage in AARP magazine and regional travel magazines in Washington, DC, Philadelphia, and the Shenandoah Valley, as well as featuring the exhibit in recent editions of their e-newsletter “Baltimore Buzz,” and on their blog with a special entry from Marvin.

My personal favorite part of marketing has to be the social media piece – that is, the materials we create and post on platforms like Facebook, Twitter, YouTube, and Tumblr. The fast pace and often irreverent attitude embraced by the user groups that populate these platforms make them the perfect environment for playful, often experimental work promoting our programs and exhibits.

For Paul Simon: Words and Music, one particularly cool thing we created is a series of “lip synch videos” to various Paul Simon songs. These short clips star JMM staff members and some very energetic summer interns. You can view the videos we’ve posted already here and there will be more to come! You can also follow along with all our Paul Simon related-tweetings by following the hashtag #PaulSimonBaltimore – you can even use this tag to share your own photos and thoughts with us and we’ll re-tweet our favorites!

As Marvin mentioned above, we’ve also been delighted with the coverage from the Jonestown Brand Unveiling, held on October 1st here at the Museum. Reporters from the Baltimore Jewish Times, Baltimore Sun, the Daily Record, and the Baltimore Business Journal attended the event which featured the Mayor, Jonestown State Delegates Luke Clippinger and Brooke Lierman, and the President of Historic Jonestown Inc, Lindsay Thompson.  You can read their articles at the links below!

Jewish Times:

Baltimore Sun:

Daily Record:

Baltimore Business Journal:

So now that you’ve noticed us – why not share with your friends and family?  Forward our e-newsletters, send links to our blog posts, or just check-in on your phone when you come to visit! Every little bit helps when it comes to catching the public’s eye.

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Performance Counts August 2014: Top Six Ways YOU Can Help Market the Jewish Museum of Maryland

Posted on August 22nd, 2014 by

You don’t have to be a media mogul to come to our aid this August as we prepare for the launch of Mendes Cohen. Here are six practical things you can do to help us grow our visitor population this fall.

Top Six Ways YOU Can Help Market the Jewish Museum of Maryland

1. Write a review in trip advisor – Many of you know that is one of the most frequently use travel sites on the web. People consult this site in deciding on their trip itinerary. As of this morning we ranked #28 among 158 attractions in Baltimore on trip advisor, not too bad, but we can do better. We have overwhelmingly positive reviews, but to move up the ranks we need to increase the quantity of our reviews. That’s where you come in. A quick description of a recent visit is all that’s needed. Our short-term target is to push up to position #14…one step above the Basilica…we can do it!

Leave a review:

2. Support JMM and public television on the same night! – we have been invited to participate in an upcoming MPT pledge night on Sunday, September 28th . We have been asked to bring 10 to 15 volunteers to MPT studios in Owings Mills. The volunteers simply need to answer the phones when people call to pledge to the station during the reprise of The Story of the Jews with Simon Schama. In return for this service we will have the opportunity to make a live pitch for the Mendes Cohen exhibit. This is in addition to the fact that our promotional fifteen second spots will also run that evening. MPT has said that it will provide kosher meals for all our callers. For more details (and to sign up) contact Rachel Kassman ( and join in on the fun.
Email Rachel to volunteer:

3. Talk to your rabbi – For those of you who are affiliated with a congregation, our upcoming Mendes Cohen exhibit combined with represents a couple of unique possibilities. One is the ability to incorporate some piece of the Mendes Cohen story into an upcoming sermon. This might be something about a time when America was under the barrage of rockets – and the Jewish defenders who came to the aid of their nation. It might be about thriving in a place of refuge, another theme where history and contemporary life come together. Or even something about how all of us try on various identities (professional and personal) and the role that our Jewish identity plays in that development.

While you are talking with the rabbi you might mention that we are organizing a Synagogue Night on November 6, 2014. We are marking the 50th anniversary of the re-dedication of the Lloyd Street Synagogue with a special event for rabbis, synagogue directors and synagogue board leadership from across metropolitan Baltimore.

4. Pass it forward – Don’t be shy. Do you have a friend or relative who shares your interest in Jewish history? Or who loves museums? Or is looking for things to do with their kids? Feel free to take any of the newsletters we send you (or our blog posts at and simply forward it. The newsletters and blog posts serve as terrific conversation starters for old friends who may have once lived in Baltimore but have moved out of town – and, of course, provide valuable information about a great place to visit if they come back to the city.

5. Become a friend – on Facebook. If you are not already a follower of our Facebook page, come join us. And now Mendes Cohen has his own Facebook page too – since the Cohen family home was the first in America to have plumbing for gas lights, it seems only natural to connect Mendes to the latest technology. When you become a friend, you not only improve our web statistics, you raise our overall visibility on the Internet making it easier for potential visitors to find us.

Friend Us

6. Send us a photo with Flat Mendes– when you visit the Mendes Cohen facebook page you will notice that his alter ego, “Flat Mendes”, has really been getting around this summer. We’ve not only spotted Flat Mendes at Locust Point and the Amtrak station, but at the Kennedy Library in Boston and out in San Francisco. Every journey Flat Mendes creates another opportunity to promote our upcoming exhibit. So download Flat Mendes today and don’t forget to pack him on your Labor Day travels.
Download Flat Mendes:

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Performance Counts: July 2014

Posted on July 11th, 2014 by

We’re Gonna Be A Star!

Lights, camera, action!

Lights, camera, action!

Some of you may remember back in December when we introduced our new collateral material (Performance Counts: December 2013), the beautiful folder and brochure designed by Gallagher & Associates. What you may not remember is that this project, generously made possible by the William G. Baker, Jr. Memorial Fund, has a second part! We at the Museum have been hard at work developing a video calling card – that is, we’re putting together a short film (about 6 minutes long) that will serve as an introduction to the Jewish Museum of Maryland.

Why a video? As you know, the Museum has been expanding its development efforts, particularly in the corporate sphere. We feel that a video is the perfect way to capture the attention and hearts of those we hope will support the Museum and its mission. DVDs containing the video can be included with our brochures and folders whenever we put out a grant proposal. Digital copies of the video will be accessible on our website for those seeking to find out more about the Museum. Shorter clips can be shared with media outlets and on our own social media. This video will serve a variety of purposes and give us another tool to engage others with the Jewish Museum of Maryland.

Living History actress Karen Lyons

Living History actress Karen Lyons

Something you might not know: making a video is hard work! We’ve been working with the fantastic team from Blue Land Media and an extraordinary group of volunteers to gather and film the content we need. For our short, 6 minute video we started with over 12 hours of interview footage! This doesn’t include all the “b-roll” that the team shot. (B-roll is all the shots of buildings, landscapes, close ups of objects and exhibits, etc. Basically, all the material that isn’t a shot of someone talking.) We needed to complete all of our filming over two days. This meant a lot of coordination of schedules (we filmed 13 separate interviews, a school visit and multiple synagogue tours), a lot of equipment moving all around the Museum (we filmed in 4 different locations) and a lot of enthusiasm from everyone involved.

And we can’t thank our volunteer interviewees enough. We gathered board members, staff, teachers, museum volunteers and members of our community to tell the story of JMM. Let me tell you: they were wonderful! We couldn’t have asked for a better group of people – their love for the Museum and our neighborhood came shining through.

Past President Barbara Katz

Past President Barbara Katz

Now we’re in the editing phase – that means watching all the footage, identifying the best pieces and trying to reduce that 12+ hours of video by over 120%! We’re very excited by what we’re seeing and we can’t wait to share the finished product with you.

Rachel KThis month’s Performance Counts was written by Development and Marketing Manager Rachel Kassman. To read past editions of Performance Counts, click HERE.

Posted in jewish museum of maryland

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