The Smithsonian National Museum of Natural History faced a challenge in attracting and engaging undergraduate students from public universities in the D.C. metro area. With limited awareness of its programs, logistical barriers like transportation, and competition for attention, the museum needed modern strategies to connect with Gen Z audiences. Our research explored what events, exhibits, and communications resonate most with students, leading to actionable recommendations for boosting attendance and awareness.
I led survey design and data analysis, facilitated in-depth interviews, and synthesized primary and secondary research to uncover key insights. I developed strategic recommendations informed by student feedback, focusing on digital engagement, accessibility, and experiential programming.
Gen Z students value interactive, social, and tech-driven experiences but often see museums as outdated or inaccessible. The Smithsonian needed to understand students’ interests, behaviors, and preferred communication channels to position itself as relevant and appealing while addressing barriers like transportation costs and low program awareness.
Using a mixed-methods approach, we conducted four in-depth interviews and a 57-respondent survey across regional universities, supported by secondary research on social, cultural, and technological trends. Key findings revealed that students are most attracted to interactive exhibits, after-hours events, and programming tied to current issues. Social media—particularly TikTok and Instagram—was the leading channel for event discovery. Barriers included transportation, financial concerns, and lack of awareness about free admission and internships.
We recommended four strategies:
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Social-first campaigns on TikTok and Instagram with influencer partnerships.
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On-campus pop-up exhibits to reduce accessibility barriers and drive buzz.
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Student Ambassador Program to build peer-driven awareness and partnerships with universities.
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After-hours events blending education, music, and social interaction to create memorable, student-focused experiences.
Our survey showed 71% of students would be more likely to visit if the museum partnered with their university, and 64% preferred events with social elements like food or music. These findings gave the Smithsonian a clear roadmap to connect with Gen Z audiences and position the museum as a cultural hub for the next generation.
This project reinforced the importance of blending data with creativity to build modern engagement strategies. I would expand future research with focus groups and pilot activations to test concepts in real-time.