Oakland Museum of California – Segmenting and Targeting New Audiences


Oakland Museum of California separated from the City of Oakland in 2015 and needed to benchmark where it stood in order to develop and reach universal agreement on strategies that would grow revenues.


After an extensive RFP process, Alexander Babbage was chosen for their expertise across multiple disciplines. Through extensive secondary and primary research, including analysis of their attendance database, we were able to identify and quantify: a) the primary consumer audience today, b) the priority consumer audience to develop and c) what to say to each audience to increase their engagement, participation and donations to OMCA.


Unified agreement between the board, the CEO and the staff has led to new levels of cooperation and focus. By agreeing who to focus on – and as importantly, who to not waste resources on – OMCA has been able to move from discussion into action, increasing earned revenues and attendance.

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