Branding, Visitor Engagement & Capital Campaign, 2000–2006

UC Berkeley Art Museum and Pacific Film Archive

What we did: Engagement | Planning | Production

As a member of the BAM/PFA executive management team, Marnie Burke de Guzman’s long-term strategic responsibilities consisted of planning for a new museum facility and team leadership of capital campaign efforts. Accomplishments included the creation of a cohesive institutional brand still in use today; the planning and execution of a communication strategy resulting in raising $40 million for the new building; increasing admissions revenue by 38 percent in a time of decreasing program volume; increasing facility rental income by 260 percent; supporting the growth of membership revenue by 26 percent; and developing a student engagement program that became a national model. As external affairs director, Burke de Guzman led marketing, public relations, development communications, publications, graphic design, and visitor services at this arts organization focusing on film and contemporary and Asian art.

Image Credits

  • UC Berkeley students revel in Cai Guo-Qiang’s Fireworks from Heaven, an installation in BAM/PFA’s 2003 exhibition MACROMATRIX For your pleasure. Photo: Marnie Burke de Guzman.