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Shue, Jordan E.
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Spring 2025
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2025
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9795_Sedajah_Lance-Stewart.pdf
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Art galleries in institutions of higher education are central to enabling artistic involvement, cultural exchange, and professional development in students. Financial constraints are likely to confine, however, the extent to which they can promote themselves. Intelligent social media marketing strategies, specifically on Instagram, are the focus of this thesis, as an attempt to optimize visibility, interaction, and enhance the institutional profile. Using the Richard and Dolly Maass Gallery at SUNY Purchase College as a case study, this research combines findings from literature on digital marketing, survey responses, and comparative analysis with similar galleries at other colleges of higher education. The study finds gallery visitation to be overwhelmingly driven by intellectual requirements and peer networks rather than overall institutional familiarity.
In addition, Instagram analysis shows the largest engagement to occur with short-form video posting platforms, interactive installations, and continuous story posting. The main conclusions are maximizing the visibility of Instagram through strategic branding, broadening promotional reach across the arts populace, leveraging faculty partnerships to engage gallery viewing with courses, and developing more eclectic exhibition programming in order to bring more diverse constituents into the spaces. By combining marketing theory, data analysis, and case studies, this thesis provides an applicable model for social media teams and museum managers who seek to enhance digital presence and reach in art environments in higher education. The conclusions emphasize the importance of aligning marketing plans with institutional objectives, embracing trends in digital development, and promoting interdisciplinary collaboration to build a vibrant and diverse art gallery community.
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