Challenge: The MFA launched an initiative to expand its visitor audience.

Objective: To understand the triggers for attracting new visitors to the museum.

Solution: Plan-it conducted a Quantitative Profile Study of metro Boston residents regarding their behavior and attitudes toward cultural institutions. MFA visitors and non-visitors were profiled to understand how the two audiences differed, and to generate ideas for attracting non-visitors while retaining the core visitor audience.

Result: Communications and other marketing strategy recommendations were made and subsequently implemented by the museum. Today, the MFA remains one of the most visited museums in the world, and visits have increased by roughly 200,000 people over the past several years.