Mcneil Museum of Art

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McNeil Museum of Art Case

The purpose of the McNeil Museum of Art (MMA) Integrated Marketing Plan is to increase the overall visibility and enhance the image of the museum. The museum’s purpose is to provide an inviting setting for the appreciation of art in its historical and cultural contexts for the benefit of this and successive generations of Fannel County citizens and visitors. The museum’s marketing efforts are meant to highlight the excellent artwork, history and education it has to offer its community as well as those who are willing to become historically literate.

Marketing should be recognized as a central, core operating principle of the museum. According to the American Marketing Association (AMA), marketing is “an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholder”.

Within the above definition of marketing is an affirmation of an integrated approach to marketing which enhances the museum’s image. Integrated marketing means applying a variety of communication and marketing strategies and efforts from various groups and/or departments across the museum. Marketing has the goal of managing lifetime relationships in ways that benefit the student/community member/donor and the institution.

The Board of Trustees has several goals for 2005 which inform the museum’s goals. • In order to improve membership and attendance, the museum will implement strategies and actions that allow the museum to be more responsive to community demand within the current visitation cycle. • Reexamine the museum’s marketing strategies and practices and develop and integrated and targeted marketing program that utilizes multiple media to increase museum visitation. • Continue efforts to sustain and increase membership enrollment.

The key to integrated marketing is shared goals across the museum. All departments work to accomplish the museum’s goals that support the institutional vision. There should be marketing dimension to all membership plans, rather than marketing being solely one department’s responsibility.

When resources are coordinated and communication is effective, the museum can best serve its members and community. This means every visitor is able to concisely articulate the museum’s vision, which serves as the “beacon” as we work together to develop, promote, and deliver the Museum’s genuinely distinctively historical art experience.

The need for marketing exceeds the marketing resources currently available. Therefore, the primary reason for developing this integrated marketing plan is to maximize resources through improved coordination of efforts.

Goals and Strategies
The purpose of the MMA’s Integrated Marketing Plan is to increase visibility of the museum through coordinated efforts and consistent messaging, thereby enhancing the museum’s image and helping to grow membership. These efforts also focus on recruiting new members, retaining current members, communicating with the art community and building relationships with donors and business partners.

MMA’s marketing goals and strategies are to:
Goal 1: Build the image of the museum through broad messaging. Strategy 1: Communicate effectively with the internal museum community (i.e. members and staff) to build awareness of events, activities, programs and services. Goal 2: Increase membership and improve member benefit package through targeted marketing and promotion. Strategy 1: Support museum promotion of specific events, activities, programs and services. Strategy 2: Support outreach efforts through development of materials and marketing expertise. Strategy 3: Give membership booklets that allow members to bring a friend for no cost and have same benefits as member

Goal 3: Increase restaurant and gift...
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