6 pages - Faiq
Avi000007
notes.docxQ&A Notes:
been around 1959
15,000 objects
100,000 images
children’s maritime discovery centre - games; interactive shit.
2014: - 51,500 people visited in 2014 VMM and heritage harbour
Goals:
· increase visitor numbers (any increase is good, havent sat down to discuss yet, anywhere around 10% increase is always good apparently).
· increase public awareness
· increase revenue (a lot comes from donors)
- fundraisings; 1 annual fundraising event. gna start running 2 a year.
- donors: maritime industry; donates in diff ways - (documents from NW passage, monetary, port metro vancouver donates.)
· attract new audiences
· build our brand
funding is tricky, NFP organization. must apply every year to get money from city. rely on private fundraisers.
marketing department ; lizzie brotherston (does advertising, promoting).
· broad mandate
how do we make vanier park known as a cultural destination?
how can we get more press coverage?
visitors: tourists
families
school programs
retired people
bday parties
people get married
*thursdays open late and it’s by donation. students come in during this night. brings in slightly different audience.
marketing and communications:
· moving to digital
· four page ad costs around $1200??
· radio
· mailship?; newsletters
· free listing sites (very time consuming)
· budget: 75,000 (media buy and production) includes: reprinting brochures, stationery printing, external PR consultants,
· Audiences: who are u specifically targeting? tourists and families. gets kids engaged. want to try to bringing in a local audience like young adults.
· as a brand, what do you want to be associated with: (niche market already) show people that maritime history relates to vancouver completely because its a coastal city. want ppl to see how their lives connects to maritime history.
· word associations: dialogue
Effective engage customers/ marketing techniques that have worked in the past:
1. being on the maps (for tourists). tourists need to find them on a map.
2. be in the brochure stands, (Certified) but very expensive. Combined brochure with space centre n’ shit.
3. Bloggers - vancouverisawesome. important to make it on “what to do in vancouver” lists.
4. the westender, courier (are these blogs?)
5. unique selling point: theme (maritime museum)
Previous marketing techniques - Maps, brochures
budget breakdown:
1. majority - general promotions; spending more digital because its easier to track. working with PR consulting company to help with press relationships contract fee willl take a chunk of the budget.
2) exhibitions and shit
3) programming and events
do they use google anal? yes.
also use photo blogs
is there any confusion in terms of SEO and audience? Victoria lost its real estate,and doesnt have a physical location.
popular days:
· weekends obvs
· closed mondays can be frustrating apparently
· mid-week busier with school programs than visitors.
· a lot more americans because of the dollar
Challenges when attracting customers:
· been there once, they don’t wna come back (how are the annual memberships doing? they are keen to do a big drive. readdress how it was done. want to show what the benefits are)
· cant compete with bigger budgets other places
graphic identity/ key messages:
· logo is constant
· keeping it visual (posting on instagram)
does the director do any speaking engagements or speeches?
· director is new, in place for only 1.5 years, used to be in the RCMP
· staff is relatively new
· host board of trades once a year
· open to speaking with the press either the director or curator
main complaints/ negative feedback:
· ppl use: trip advisor and customer surveys are available at the desk but not used often.
· exhibits sometimes look a bit outdated or tired.
· Front of house Staff (unsatisfactory customer service)
Main Positive Feedback:
· people are learning new historic facts based on Trip Advisor Reviews
· Interactive (people can climb and go in Ships n shit).
· Trip Advisor; they don’t reply enough, tend to reply to the nicer ones more. Twitter; tries to reply to every message
Social Media:
· do you tailor to the platform? No, due to time.
· Some budget goes to Facebook Advertising for Events
· hootsuite isn’t used that much, instead she uses the individual platforms instead
Any Adult Events like Science World?
· Looking into getting musicians and stuff for Exhibit Openings
Overall Tone of Messaging:
· discovery
Goals:
· Increase visitor attendance
· Increase public awareness
· Increase social media engagement
· Increase Revenue from donors
· Preserve and share Maritime History
Objectives (SMART):
· Increase visitor attendance by 10% at the end of next fiscal year.
Strategies:
· Association with local blogs such as: Westender, Vancouverisawesome, and Vancourier.
· Partnership with tourist attraction customer touch points? [what word am i looking for here]
1.
2. unique selling point: theme (maritime museum)
Audiences: who are u specifically targeting? tourists and families. gets kids engaged. want to try to bringing in a local audience like young adults.
Key Components:
Analysis and Evaluation of Key Components:
Internal:
External:
Graphic Identity:
Media and PR:
Owned Media:
· Facilities
· Physical museum
· Seasonal exhibits
· Permanent exhibits
· Signage
· No external signage on the outer portion of the museum, signs exist that can be seen from the park side of the building. Signs don’t showcase the logo.
· Uniforms
· light blue or Navy blue shirt
· Customer contact points
· Printed materials, publications
· Graphic identity
· One unanimous logo
· 5 colour variations
· recognisable building
· Social media, website
· https://twitter.com/vanmaritime
· https://www.facebook.com/vanmaritime?_rdr=p
· https://www.linkedin.com/company/vancouver-maritime-museum
· https://vimeo.com/vanmaritime
· https://www.flickr.com/photos/84985836@N03/
· https://www.instagram.com/vanmaritime/
· http://www.vancouvermaritimemuseum.com/
Earned Media:
· Public image management
· Media relations and PR
· Community relations
· Strategic philanthropy/Cause marketing
· http://www.vancouvermaritimemuseum.com/about/donate
· Trip advisor
Paid Media:
· Broadcast
· Brochure Stands
· Outdoor
· Direct
· Mobile, Online
·
Research:
Quantitative:
Qualitative:
Recommendations for the Future:
Short term:
Long term:
Justification:
Brida, J. G., Dalle Nogare, C., & Scuderi, R. (2015). Frequency of museum attendance: Motivation matters. Journal of Cultural Economics, doi:10.1007/s10824-015-9254-5
Skinner, S., Ekelund Jr, R., & Jackson, J. (2009). Art museum attendance, public funding, and the business cycle. The American Journal of Economics and Sociology, 68(2), 491-516. doi:10.1111/j.1536-7150.2009.00631.x
