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Independence Seaport Museum

Independence Seaport Museum. By: Group C Alyssa Bartels, Darlyn Medina, Kelly Nguyen, Natalie Serrano, Erick Cuellar, Ryan Lindsay. History. 1960 - Founded as The Philadelphia Maritime Museum 1974 - Moved to its current, larger facility on Penn’s Landing

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Independence Seaport Museum

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  1. Independence Seaport Museum By: Group C Alyssa Bartels, Darlyn Medina, Kelly Nguyen, Natalie Serrano, Erick Cuellar, Ryan Lindsay

  2. History • 1960 - Founded as The Philadelphia Maritime Museum • 1974 - Moved to its current, larger facility on Penn’s Landing • 1994- 1995 Expanded and reopened as Independence Seaport Museum • 1996 - Museum gained the USS Olympia and USS Becuna • Today- Primary holder of art, artifacts and archival materials documenting the diverse maritime history of the Greater Delaware Valley, Port of Philadelphia and other major urban ports along the Delaware River.

  3. Competitive Analysis • Adventure Aquarium • 80 exhibits • More than 5,000 fish and aquatic animals (about 800 species) • The N.J. Academy for Aquatic Sciences (educational partner) offers educational programs targeted towards school groups • Teachers guides available providing teacher access to activities and resources to enhance the class trip

  4. Competitive Analysis (cont.) • Battleship New Jersey • Instructors Manual provides pre and post-visit lesson plans (strategies to interest, involve and motivate students). • Teachers seminars • suggestions on how to use the Battleship as a cross-curricular tool • Lesson plans • Learn strategies to improve language skills with nautical terms and civilian synonyms

  5. Competitive Analysis (cont.) • Camden Children’s Garden • Offers various themed gardens (the Philadelphia Eagles Four Seasons Butterfly House, Education Centre and amusement park rides). • Engaging Garden Lessons on a variety of topics for students ages K-12 (butterflies, soil, biodiversity, tropical rainforests and nutrition) • Videoconferencing available • For students of all ages • Offering interactive nature-themed science lessons available on a variety of topics (ex.: Butterflies, trees, soil and weather to nutrition and genetics)

  6. Competitive Analysis (cont.) • Discovery Museum • Sleepover or private birthday parties for children • Stuffing your own animal, digging for dinosaur bones or a party with Captain Sandy Hook • Group workshops for kids • Subaru Center for Learning • activities for kids • series of free teacher workshops • Museum available for receptions, corporate functions, client/employee appreciations, award ceremonies, holiday parties, exclusive birthday parties and more.

  7. Issues and Correlating Objectives

  8. Secondary Research - Trip Advisor

  9. Secondary Research – Yahoo Travel

  10. Secondary Research- Content Analysis • Website- http://www.phillyseaport.org/ • Not visually driven • Read like a Wikipedia page; hard to navigate • Should have photo-links that directs viewers to pages with full text • Homepage should have interactive visuals • Brochures • Positive • Specific and thorough • Great visuals • Negative • Slightly overwhelming ; very thorough, specific information

  11. Secondary Research- Content Analysis (cont.) • Social Media • Facebook- http://www.facebook.com/phillyseaport • 1,658 likes • Positive • Great cover photo, posts recent and often, interactive posts with links and photos • Negative • Few comments or likes • Twitter- https://twitter.com/phillyseaport • 769 Tweets, 108 followers • Positive • Posts past and present facts; information about museum accomplishments

  12. Primary Research - In-depth interviews with client • Hope Koseff Corse, Director of Marketing and PR • Talking points of interview • Museum’s weaknesses • Reasons for weaknesses • Reason for low attendance • Attempts to increase attendance • Outcomes of attempts • Attendance

  13. Primary Research- Intercept Surveys • Randomly selected participants in the Penn’s Landing Area & at Rowan University • On campus survey/exit surveys • Students never heard of the museum or thought it was dull. • Monetary incentives, special events, or food would bring them to museum • Average rating on a scale of 1 to 5 was a 3.5/4. • More enthusiastic staff, interesting & interactive temporary exhibits, better parking & hot coffee, more artifacts • Better advertising, boat rides/extra credit, events for local college kids and open the beer garden as an event and advertise (bring peers to museum)

  14. Primary Research-Site visit to ISM • Observation of services • Offers great educational programs and boat workshops • Most exhibits lack interaction and are very niche specific. • Observation of museum layout • Exhibits are laid out nicely given the size of the museum • Visitors can walk effortlessly through all exhibits. • Observation of exhibits • Not enough interaction and most did not take full advantage of technological advances. • Observation of surrounding environment (Penn’s landing and parking) • Not visible from highway and very hard to find • Parking situation is unclear to visitors • Outside plants look dead and building lacks vibrant colors and signage

  15. Audiences • Local visitors • College students/ Colleges and Universities • Children • Museum members • Parents/ Adults • Businesses on Penn’s Landing • Sponsors and donors

  16. Audience Ranking

  17. MAC Triad

  18. Change Agent Message-Local Visitors

  19. Force Field Analysis- Local Visitors

  20. Change Agent MessageCollege Students/ Colleges and Universities

  21. Force Field AnalysisStudents/Colleges and Universities

  22. Change Agent MessageChildren

  23. Force Field AnalysisChildren

  24. Issue 1: Low attendance prohibits the generation of profits. • Objectives 1.0: Increase attendance of local visitors by 11 percent (from 39% to 50%) within the next 6 months. • Strategy 1.1: Convince local visitors that Seaport offers a unique, historical experience. • Tactic 1.1.1: Create a video showing interactive features of museum for website. • Tactic 1.1.2: Create brochure highlighting unique historical features and place in local businesses (e.g, Moshulu, Camden Aquarium, Amada, Triumph Brewing Company) and visitors center.

  25. Issue 1: (cont.)Low attendance prohibits the generation of profits. • Strategy 1.2: Establish brand awareness around Philadelphia. • Tactic 1.2.1: Create and place signage of Seaport’s logo in Penn’s Landing directing visitors to museum. • Tactic 1.2.2: Partner with local visitor sites, such as UWishUNU.com, Viator.com, Greater Philadelphia Chamber of Commerce, to highlight events. • Tactic 1.2.3: Work with local businesses (e.g, Moshulu, Camden Aquarium, Amada, Triumph Brewing Company) to offer packaged deals.

  26. Tactic 1.2.1 carry-out Independence Seaport Museum

  27. Tactic 1.2.1 carry-out (cont.) Independence Seaport Museum

  28. Issue 2:Lack of diverse audiences because of low college presence. • Objective 2.0: Increase attendance of college students by 21 percent (from 19% to 40%) within the next 6 months. • Strategy 2.1: Persuade college students to view Seaport as a “fun, hangout” spot. • Tactic 2.1.1: Host a special event in the museum’s beer garden. Release press releases, announcements on radio stations, and supply a feature article about the event to local newspapers. • Tactic 2.1.2: Contact colleges and universities and place brochures in student center and advertise events in daily email.

  29. Issue 3:Low participation from volunteers to help maintain museum • Objective 3.0: Recruit 20 additional volunteers (from 70 to 90) within one year • Strategy 3.1: Influence people to volunteer at Seaport by highlighting the valuable opportunity. • Tactic 3.1.1: Distribute direct mail to PA, NJ and DE residents explaining the need for volunteers. • Tactic 3.1.2: Place volunteering opportunities on local community websites (e.g., UWishUNU.com, Viator.com, Greater Philadelphia Chamber of Commerce)

  30. Issue 4:Low awareness of educational programs. • Objective 4.0: Position Seaport Museum as an educational facility to persuade visitors to participate-increase expectation to learn by 11 percent (from 14% to 25%) within the next 6 months. • Strategy 4.1: Design materials highlighting the educational value of Seaport’s programs. • Tactic 4.1.1: Distribute fliers and brochures about Seaperch program. • Tactic 4.1.2: Create promo which includes videos of Seaperch program in action and upload to website

  31. Issue 4: (cont.)Low awareness of educational programs. • Objective 5.0: Increase enrollment of students (18 and under) by 14 percent (from 6% to 20%) in educational programs within the next 6 months. • Strategy 5.1: Partner with local schools to offer programs after school. • Tactic 5.1.1: Hold information talks at public schools. • Tactic 5.1.2: Offer certificates and school credit to students for completing a program (e.g., Seaperch and boat building).

  32. Evaluation by Objectives • Objective 1 • Focus groups • Objective 2 • Attendance of event • Surveys at event • Objective 3 • Observations of the number of new volunteers • Objective 4 • Observations of the number of enrollments

  33. Budget Estimate Video: $110.00 ISM sign: $50,000.00 SEO: $600.00 Catering: $100,000.00 Direct mail: $6,750.00 TOTAL: $157,460.00

  34. Questions?

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