Mcneil Museum of Art Essay Example

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McNeil Museum of Art Case

Introduction
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

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