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Marketing and Public Relations Department Records

 Collection
Identifier: MPR

Scope and Contents

The Marketing and Public Relations Department records houses photographs and documents created and used by the marketing team at the Philadelphia Museum of Art to promote exhibits, events and other activities of the Museum and its various departments. The records were used for external advertising as well as for publication in the Museum’s internally produced and distributed publications, like the annual report or The Bulletin . The collection dates from 1947 to 1999, with the bulk of the material dating from 1970 to 1995, and includes a wide variety of materials, including photographs of events and featured works of art, artist information, press releases, newspaper clippings, correspondence and financial information.

While the collection is large, it does not appear to offer equal or complete documentation of all marketing and public relations efforts. Particularly well documented campaigns include the Constantin Brancusi, John Cage, Marc Chagall, Marcel Duchamp, Anselm Keifer and Jasper Johns exhibitions. Coverage of these exhibitions includes information on advertising strategy and cost and visitor statistics, as well as the exhibit’s economic impact on the Philadelphia region. There are also photographs of featured works of art and of the gallery installations.

Other well represented subjects include: PMA Board of Trustees (filed under Trustees), Friends of the Philadelphia Museum of Art, Young Friends of the Philadelphia Museum of Art, Museum volunteers and guides, and the Gallatin, Johnson and McIlhenny Collections. There are also several files on Wednesday night programming at the Museum. the Philadelphia Craft Show, the Thomas Eakins House, Fairmount Park Historic Houses and the Fleisher Art Memorial.

The collection also offers documentation of the Museum building, particularly photographs of exhibit installations and building renovations. For example, in the 1970s, the Museum was closed to the public and galleries were emptied to install a new climate control system. There is both photographic and textual documentation related to the publicity and outreach efforts undertaken by the Museum during the year it was closed to complete that project. In the 1990s, the Museum completely reinstalled large portions of its galleries, including the Medieval and Renaissance Galleries. There are records related to those efforts, which are filed under "Reinstallation."

While the collection was transferred to the archives in several sections, it has been arranged as one, large alphabetical subject file. Researchers should be aware that though processors made every effort to collocate files, there are inconsistencies in filing, and researchers should consider searching for topics under multiple headings. Generally speaking, papers related to exhibitions are filed in two ways. Solo exhibitions are filed under the artist’s last name; all others are filed by the title of the exhibition. Papers pertaining to any of the Museum’s large collections are filed under the donor’s last name. For example, records regarding the Henry P. McIlhenny Collection are filed under M, for McIlhenny. Papers regarding the Museum’s historic park houses, are first filed under F for Fairmount Park. Processors did their best to consistently file topics under one heading, however, there are inconsistencies. Researchers are therefore advised to look for topics under several headings or perform a key word search.

Dates

  • 1927-2006
  • Majority of material found within 1960-1995

Creator

Conditions Governing Access

This collection is open for research use.

Conditions Governing Use

The Marketing and Public Relations Department Records are the physical property of the Philadelphia Museum of Art, Archives. The Museum holds literary rights only for material created by Museum personnel or given to the Museum with such rights specifically assigned. For all other material, literary rights, including copyright, belong to the authors or their legal heirs and assigns. Researchers are responsible for obtaining permission from rights holders for publication and for other purposes as stated.

Biographical / Historical

The Philadelphia Museum of Art was founded in 1876, just after the close of the United States Centennial Celebration. While a Public Relations office has long been part of its organizational structure, the Museum did not designate a formal office of Marketing until 1994. That year's annual report noted for the first time a joint Marketing and Public Relations department operated by a staff of seven. Sandra Horrocks, who joined the Museum as its manager of public relations in 1971 and headed the newly formed department. Other staff included Charlotte Biddle as Manager of Special Events, and Kristen B. Batley as Deputy Manager, Group Sales and Tourism. Charles Croce assumed Horrocks's position in 2000.

As reported in the 2006 Annual Report, the Museum expanded the duties and staff of its Marketing and Public Relations Department. The Department Director Charles Croce oversaw a staff of 16 who service four distinct operations; namely, media relations, marketing communications, special events and web development.

Today, the Marketing and Communications Department leads the museum in the strategic and creative application of the museum's brand through motivational storytelling, and by speaking to audiences near-and-far in a way that encourages both visitation and engagement with art. It is organized by three teams: Marketing, Communications, and Editorial and Graphic Design

Extent

67 linear feet (67 containers)

Language of Materials

English

Abstract

The Marketing and Public Relations Department records houses photographs and documents created and used by the marketing team at the Philadelphia Museum of Art to promote exhibits, events and other activities of the Museum and its various departments. The records were used for external advertising as well as for publication in the Museum’s internally produced and distributed publications, like the annual report or the Bulletin. The collection includes a wide array of materials, including photographs of events and featured works of art, press releases, newspaper clippings, biographical information on artists, correspondence and financial information.

Custodial History

Transferred from the Marketing and Public Relations Department.

Processing Information

Finding aid prepared by Holly Mengel and Courtney Smerz in 2011. The processing of this collection was made possible through generous funding from The Andrew W. Mellon Foundation, administered through the Council on Library and Information Resources’ “Cataloging Hidden Special Collections and Archives” Project. This collection was minimally processed, as part of an experimental project conducted under the auspices of the Philadelphia Area Consortium of Special Collections Libraries to help eliminate processing backlog in Philadelphia repositories.
Title
Guide to Marketing and Public Relations Department records
Author
Finding aid prepared by Holly Mengel and Courtney Smerz
Date
2011 August 9
Description rules
Describing Archives: A Content Standard
Language of description
Undetermined
Script of description
Code for undetermined script
Language of description note
English
Sponsor
The processing of this collection was made possible through generous funding from The Andrew W. Mellon Foundation, administered through the Council on Library and Information Resources’ “Cataloging Hidden Special Collections and Archives” Project.

Repository Details

Part of the Philadelphia Museum of Art, Library and Archives Repository

Contact:
Philadelphia Museum of Art
PO Box 7646
Philadelphia PA 19101-7646 United States