Form & Function Marketing
Northwestern University's only student-run marketing agency
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The Block Museum

Housed in Arts Circle on Northwestern's campus, the Mary and Leigh Block Museum of Art has served as the university's art museum since 1980. The Block (its campus shortname) came to F&F looking to increase student interest in the museum to ultimately boost foot traffic. The Block team focused primarily on the museum's social media presence and aesthetic appeal to reach students and the Evanston community.

The Block was a client in the fall of 2017. (website)

The main goal – getting students to The Block – is harder than simply telling them to come. They need to see themselves there and want to document and share their experience.

The main goal – getting students to The Block – is harder than simply telling them to come. They need to see themselves there and want to document and share their experience.

In the age of Insta and VSCO, students want their experience to be aesthetic. The Block team created a social media guide (below) so the museum can create the aesthetic brand students want to see.

In the age of Insta and VSCO, students want their experience to be aesthetic. The Block team created a social media guide (below) so the museum can create the aesthetic brand students want to see.

Page one of the guide goes over the basics like color scheme and lighting, but makes specific note to feature the museum's architecture.

Page one of the guide goes over the basics like color scheme and lighting, but makes specific note to feature the museum's architecture.

Page two goes into the nitty gritty pointers, including do's-and-dont's and other best practices to keep their Instagram in top shape.

Page two goes into the nitty gritty pointers, including do's-and-dont's and other best practices to keep their Instagram in top shape.

The team also made a Social Media Schedule with mock content to give the museum's staff a better picture of how to utilize the guide.

The team also made a Social Media Schedule with mock content to give the museum's staff a better picture of how to utilize the guide.

And these days, if you want to be a ~destination~ you need a Snapchat filter! Our team created this design (still pending approval) so students could share it with their snaps.

And these days, if you want to be a ~destination~ you need a Snapchat filter! Our team created this design (still pending approval) so students could share it with their snaps.