: )  Welcome
I’m Siyi Wu, a cultural project strategist and visual designer based in New York & Suzhou. I committed to using storytelling to activate heritage, education, and community engagement.


Current Focus
Cultural Sustainability   
Community Engagement  
Communication
Visual Identity 
Editorial Design
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Cultural Projects
Graphic Design

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EN
Queens Museum
a communication strategy for educational programming.

Project Description
This project develops a communications strategy for the Queens Museum’s upcoming Professional Development Series for arts educators. Our team designed internal and external engagement plans to strengthen partnerships, expand the Museum’s educational reach, and position it as a leader in arts education. By targeting both museum staff and local art educators, the strategy builds sustainable community networks and aligns with UN Sustainable Development Goals on quality education, reduced inequalities, and cross-sector collaboration.

Read our full research paper on this project




Time Period
Oct. 2023 – Nov. 2023
SDG Alignment
SDG4 / SDG 10 / SDG 11 / SDG 17Target Audiences
Art Educators
01.
CONTEXT & OpportunityThis section introduces the Queens Museum’s mission, values, and opportunities, highlighting its role as a cultural leader in Queens and NYC. It outlines the museum’s community partnerships, educational initiatives, and alignment with UN SDGs to frame future strategic directions.
 Museum Background
Mission
  • Provide high-quality arts and educational programming for Queens and NYC
Value
  • Strong partnerships with local groups and nonprofits
  • Representing marginalized communities and the diversity of Queens
  • Impactful K-12 arts education, offering a diverse array of programs
Opportunity
  • Promote the Professional Development Series for arts educators
    • bridge gaps in education
  • Engage new audiences and build partnerships

As a Museum Leader & SDG Alignment
  • $8.5M for new Children’s Museum
  • Creating an environment of collaboration
  • Supporting global community
    02.
    Target Audiences    This section identifies the primary audiences for the Queens Museum’s Professional Development Program, focusing on external freelance art educators and internal staff. By understanding their motivations, challenges, and needs, the museum can design strategies that strengthen engagement, support, and program impact.     Employees_Internal
    Employees from the Professional Development Program
    • Establish robust internal communications within the education department and across the entire staff.
    • The education department (5 out of 44 main staff), plays a crucial role in program implementation.
    Communication Channels
    • Collaborative Platform(Slack), Informational Email, Physical Meetings.
    Persona


    Art Educators_External
    Freelance Art Educators
    Affiliated educators
    • New York City Art Teachers Association.
    • NYC Arts in Education Roundtable.
    • Schools in low-income neighborhoods such as Corona, Elmhurst, and Jackson Heights.
     Current Challenges They Face
    • Work stability.
    • Lack of resources and support, underfunding.
    • Quality education for job development.
    Data  Research
    • In 2016, a survey showed that only 22% of school educators felt prepared at the beginning of their teaching journey.
    • Almost 50% of them, have reported receiving one day or less them one day of professional education in the past year.
    Communication Channels
    • Email(Eblasts, Personal), Social Media(Instagram, Facebook, Linkedin), Art-related events.
    Persona
    03.
    Communication Strategies  & Evaluation    This section outlines communication strategies designed to connect internal staff and external educators, strengthen community partnerships, and position the Queens Museum as a leader in arts education. It also establishes evaluation methods to measure visibility, engagement, and program effectiveness.     Objectives
    1. Expand community partnerships and local relationships. 
    2. Establishing the Museum as a leader in arts education.

    Internal
    Establish a strong foundation for internal communications
    • Team Building and Training
      • Responsible for launching/marketing the program
      • Build collaborative capacity and cohesion
      Channel: Handbook, Team Meeting, Slack
    • Staff Emails and Meetings
      • Informing of the program and connection to mission
      • Encourage staff to promote program and provide opportunities for staff to raise concerns
      Channel: Newsletter Email, In-Person Meetings
    • Targeted Emails to Arts Educators
      • Leveraging relationships
      • Recruit targeted arts educators to participate
      Channel: Newsletter Email, Personalized Emails(invitation)
    External
    Leverage community relationships and partnerships to reach wider audiences
    • Multi-Channel Communications
      • Build a strong communication network of engaged educators
      • Maximize program visibility
      Channel: Newsletter Email, Printed Media, Social Media(Instagram, Facebook, Linkedin)
    • Informational Meetings with Selected Organizations
      • Reach new audiences and potential collaborators
      • Create opportunities for recruitment by targeting select organizations
      • Building partnerships 
      Channel: Virtual/In-Person Meetings & Google Survey
    • Official Program Launch Conference
      • Develop the program and Museum’s reputation
      • Communicate with a broader audience
      • Generate interest and engagement
      Channel: Virtual/In-Person Press Conference

    Measuring Success
    • Surveys: Internal/External
    • Feedback: Informational sessions, staff meetings
    • Attendance: Informational sessions, press conference
    • Data Statistic: e.g. Number of new organizations present, community partners 
    • Press articles