National Vietnam Veterans Art Museum


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Organization:

The National Vietnam Veterans Art Museum (NVVAM) is the world's only museum dedicated to artwork created specifically by Vietnam and war veterans. In 1981, a few Vietnam combat veterans created an artistic and historical collection of art that would become a timeless, humanistic statement of war on behalf of all veterans for future generations. The exhibit toured the U.S. and later found a permanent home with the help of Mayor Richard Daley at 1801 S. Indiana. A component of the national tour was a book produced to display the artwork and its artist as seen in Vietnam as a soldier. The exhibit and its book received numerous press placements, including "Forbes", The Washington Post and Los Angeles Times. Today, NVVAM houses over 1500 works of artwork, including pieces from Iraq and Afghan war veterans.

Challenges:

  • Since receiving a permanent home in Chicago, the Museum has gone virtually unknown.
  • The organization has been seeking away to revitalize itself, grow its exhibits and attract local and national media attention.
  • NVVAM was also struggling financially to get back on its feet. The publicity program would have to be targeted to exhibit openings and be as time and cost-effective as possible.
  • The nature of NVVAM's artwork is a serious and very moving subject topic, meant to give voice to the struggles of veterans during and even following the War. Unlike other local museums, NVVAM would most likely not be the type of place that people would return to week after week, but would leave a mark on all visitors.
  • 5. The brand of the Museum was dark, grisly and frightening. If the Museum was going to attract visitors the brand would have to become brighter and focus on the artwork.
  • Many had misconceptions of the Museum being a war museum, which it is not.
  • NVVAM is located off the beaten path in the South Loop away from other museums, but in a newly gentrified neighborhood that is still easy for visitors to get to.
  • Key to change perceptions and encourage the media that the Museum was indeed a credible organization deserving of recognition.

Opportunity:

NVVAM had not had any media placements in nearly five years with the exception of one Chicago Tribune story about its "Above and Beyond" memorial exhibit. With the new changes and directions taken by the exhibit staff and new board of directors, it would be simple to reinvigorate and excite media. NVVAM is Chicago's only national museum.

Strategy:

  • Create a comprehensive public relations program to communicate NVVAM's key messages to local media, reaching thousands of potential patrons and possible donors, making it another key spot for residents, but also visitors in Chicago.
  • Hone in on local media and gather the support of Chicagoland politicians, veterans and residents
  • Generate awareness for all exhibit openings through public relations.

Campaign:

  • Launch an ongoing traditional public relations campaign with press kit and press releases on all exhibit openings
  • Introducing the Museum to local media and communicating key messages through personal contact with journalists
  • Create big media push for Memorial and Veterans Day

Example of Results:

  • The Museum: The Washington Post, The Wall Street Journal, Chicago Tribune, Chicago Public Radio, and several smaller Chicago publications.

  • "Women on War" exhibit; WGN-TV (WB) conducted live feeds from the Museum for that morning's news, which re-aired on WGN Noon and 9:00 p.m. news and CLTV several times that weekend; Chicago Tribune's "Woman News" story, a WBBM-AM radio interview with the curator, Medill News Service wire story, Daily Southtown, "Where" Magazine and WBBM-TV (CBS) 4:00 and 10:00 p.m. news. The local ABC and FOX affiliates also sent cameras to the opening event, and an AP photographer attended as well. Over 200 people, including veterans from different wars, attended the "Women on War" exhibit grand opening event.

  • Although inhibited by a huge snow storm the day of the opening, "Children of War" resulted in a Chicago Sun-Times feature exhibit story, Chicago Reader "Art Guide" large photo feature, "North Shore" magazine listing, "Where" magazine listing, Daily Southtown feature and "Chicago" magazine "Marquee" weekly newsletter. Artists from other markets resulted in interest from the Dallas Morning News, Denton Record-Chronicle, Fort Worth Star Telegram and Pittsburgh Post-Gazette. Coverage of "Children on War" also resulted in new relationships, including a township in the south suburbs that is hosting the traveling wall (miniature version of the national monument) and want NVVAM to have a large part in the event. Nearly 150 people drudged through the snow storm to attend the grand opening event.

  • "Trauma & Metamorphosis" and "First to Fight: US Marines in Vietnam, the Early Years" opened Memorial Day 2005 and achieved placements in Wall Street Journal as one of 10 national events, Daily Southtown, The Daily Herald, New City, Chicago Reader, "North Shore" magazine, "Chicago" magazine with color photo in front of book, "Museum Goer" magazine with three color photos of art, "Concierge Preferred" magazine with several color photos of art, The Evansville Courier & Press and WGN-AM's "Sunday Papers".

  • Award-winning photographer Nina Berman's "Purple Hearts" opened Veterans Day 2005. Cascade solidified opportunities with Associated Press, Chicago Sun-Times, C-Span (three times), Washington Post, "Chicago" magazine, "Concierge Preferred" magazine and WGN-TV "Morning News", WBBM-TV (CBS) evening news, WLS-TV (ABC) evening news, and WGN-AM's "Sunday Papers".