Educational Session

Thematic Interpretation: Museums’ Secret for Engaging Audiences

Foxfire March 19, 2019 11:20 am - 12:35 pm

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Kristina von Tish

Museums and A/E/C marketers share a common dilemma: We need to present technical information to audiences without boring them to death. Drawing on the presenter’s background as a historic house tour guide, this workshop will introduce attendees to thematic interpretation, a communication technique developed by museums to engage visitors with their content.

As institutions with an educational mission, museums have done a lot of research into how people learn. This workshop will teach marketers how to leverage thematic interpretation to make their firm’s messages more engaging, and thus more memorable, across all written communications—from blog posts to award submissions and, especially, project sheets.

Attendees will leave the interactive workshop with the skeleton of a new thematic project sheet for one of their firm’s projects as well as the tools to flesh it out back at the office.