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San Francisco Museum of Modern Art
An Art and a Science
Located in a striking building in San Francisco's burgeoning SOMA
district, the San Francisco Museum of Modern Art prides itself on
its creative and innovative approach to the presentation of art,
showcasing outstanding modern painters, sculptors, photographers,
and architects in a continuing series of focused exhibitions. And
all of these exhibitions require careful attention to publicity --
before, during, and after the events. 'We work with a very wide
range of media,' comments communications manager Polly Winograd.
'Local, regional, national, international, in many areas of
specialty -- art, lifestyle, travel and technology. We needed a
database system that would give us the flexibility to update, mix
and match, export, import, email and track histories. Additionally,
we are a team of six users who need to be able to access the
database simultaneously, while keeping records -- and each other --
completely up-to-date.'
The solution required a bit of experimentation -- but a clear
answer soon emerged: the PressFile, developed by Florida-based
Small Company around the solid foundation of FileMaker Pro. 'After
trying several different software packages on various platforms,'
recalls Polly, 'the PressFile offered us the depth of functionality
and versatility we needed.'
The PressFile uses the power of FileMaker to eliminate the most
tedious parts of a publicist's job: coordinating many hundreds of
individual contacts, keeping track of what's been sent and to whom,
and ensuring that all the information in a file is current.
Furthermore, it keeps track of who made the contact and with whom,
how many times they've been contacted, what's been sent to them,
and how it was sent. All tasks that take hours of time when done by
an individual, and just moments with the PressFile. With a click of
a tab, a push of a button, the PressFile ensures that the right
materials get sent to the media contacts most likely to make the
best use of them. As Polly puts it, 'We are now able to target our
press announcements much more specifically, achieving greater reach
and more economical use of mailing resources.'
Being an effective publicist is a difficult art to master -- you've
got to be diplomatic, persistent, friendly, and informative, all in
a single breath. And the FileMaker Pro-based PressFile helps
simplify the science of keeping it all organized.
Contact information
Contact Info for Customer:Polly Winograd
Communications Manager
San Francisco Museum of Modern Art
415-357-4173
pwinograd@sfmoma.org
Sue Hart
West Coast Representative
The PressFile
877-667-6255
Sue@PressFile.com
Filemaker Contact:
Kevin Mallon
Public Relations Manager
FileMaker Inc.
408-987-7227
kevin_mallon@filemaker.com
http://www.filemaker.com
- At San Francisco Museum of Modern Art (SFMOMA), FileMaker Pro raises organization to an art form. After exploring several software packages to help organize its media contacts and publicity, SFMOMA turned to PressFile, a FileMaker Pro-based solution by FSA developer Small Company.
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