Banneker-Douglass-Tubman Museum: Using year-round digital publishing to connect exhibitions and public programs

Overview

BDTM needed to communicate a wide range of museum and commission activity, exhibitions, public meetings, cultural observances, commissioner announcements, calls for proposals, and educational stories, without losing one consistent voice and visual identity across all of it.

Black Digital built a year-round digital publishing system across social and email, produced monthly content calendars and branded graphics, delivered video storytelling tied to exhibitions and programs, and managed newsletters, event promotion, and performance reporting. A museum’s calendar doesn’t slow down between exhibitions, so the system carries commission business, cultural observances, and public programming through one consistent voice instead of treating each announcement as its own separate creative task. Black Digital communicates with BDTM’s team daily through a shared Slack channel, functioning less like an outside vendor and more like an extension of the museum’s own staff.

Results

• 512,260 impressions and 62,952 engagements across 1,370 published posts
• 52,526 video views
• Instagram audience nearly doubled, growing from 2,772 to 5,473 followers
• LinkedIn audience grew from 851 to 1,553 followers, and Facebook grew from 2,853 to 3,543
• Combined, the three platforms added more than 4,000 net new followers over the period

(January 2025 – September 2026, across Facebook, Instagram, and LinkedIn) A museum and its affiliated commission carry a lot of institutional voice at once. This system gave BDTM one publishing rhythm instead of disconnected updates competing for the same audience’s attention, and the growth on Instagram and LinkedIn in particular shows that rhythm is reaching new audiences, not just maintaining the ones already there.

Related Services

• Campaign Strategy and Creative
• Social Media Strategy and Management
• Email Marketing and Automation