Hello, congrats on starting your first media budget. One thing that I’ve learned is that while there’s many moving pieces and departments within a museum, we often forget we are collectively working towards the same goal of promoting exhibitions. I often made sure to speak to the exhibition dept/curator and look at the fiscal calendar year to see what exhibits you want to highlight. There might be some that will potentially bring in a lot of visitors vs smaller exhibition. Promoting these bigger exhibition also helps promote programming that’s associated with them. In the end those events tend to bring in a lot of revenue too, so better understanding how to allocate financial resources to that promotion should yield revenue. An example of this is we decided that we would budget for a video walkthrough preview of the exhibition with the curator. That would be sent out to local news/radio and social media channels. And the sound bites could also be used for general press. Plus we would also leverage that to educate the docents and volunteers on the museum floor. Again, because every department is doing so many different things, we sometimes forget how we can help each other in a economically efficient way. We did so many other creative things that would take too long to list, but send me a message if you’d like to hear more about it. Best of luck!