BY: GROUP C

ALYSSA BARTELS, DARLYN MEDINA, KELLY NGUYEN, NATALIE SERRANO, ERICK CUELLAR, RYAN LINDSAY

Independence Seaport Museum

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 BecunaToday- 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.

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

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

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)

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.

Issues and Correlating Objectives

Issues: Objectives:

1. Low attendance prohibits the generation of profits.

1.0: Increase attendance of local visitors by 11 percent (from 39% to 50%) within the next 6 months.

2. Lack of diverse audiences because of low college presence.

2.0: Increase attendance of college students by 21 percent (from 19% to 40%) within the next 6 months.

3. Low participation from volunteers to help maintain the museum.

3.0: Recruit 20 additional volunteers (from 70 to 90) within one year

4. Low awareness of educational programs

4.0: Position Seaport Museum as an educational facility to persuade visitors to participate.

5.0: Increase enrollment of students (18 and under) by 14 percent (from 6% to 20%) in educational programs within the next 6 months.

Secondary Research - Trip Advisor

Secondary Research – Yahoo Travel

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

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

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

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)

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

Audiences

Local visitorsCollege students/ Colleges and UniversitiesChildrenMuseum membersParents/ AdultsBusinesses on Penn’s LandingSponsors and donors

Audience Ranking

Must Influence (Internal)

Should Influence (External)

Primary -Museum Employees and Volunteers-Museum Members

-Parents/Adults-Children-College Students/Colleges and Universities-Local Visitors- Businesses on Penn’s Landing

Secondary

Parents/ Adults-Children-College Students/Colleges and Universities-Local Visitors

-Museum Members-Sponsors and Donors

Maximum PR Effort (Intermediary)

Significant PR Effort (Specialty)

MAC Triad

Audience Message Channel

Local Visitors Sightseeing attractions and family friendly activities available at ISM all year round.

TVRadioNewspapersWord of mouth

College Students The museum offers volunteering and internship opportunities

TVRadioNewspaperE-mailSocial MediaInformation tables during student oriented events at local college and universities.

Children Fun contests and family friendly activities offered at ISM all year round.

TVRadioISM Web pageNewsletters to: -Elementary school -Middle School -High School

Change Agent Message-Local Visitors

Present:

Local visitors do not understand the relationship between the Delaware River and the Museum and what it has to offer.

Change Agent Messages:

ISM wants to have the community involved with their organization and get local citizens involved with events and activities.

Desired:

Locals understand the relationship between Delaware River and Museum and become more involved and thankful to have ISM nearby.

Force Field Analysis- Local Visitors

Driving Force Restraining Force

Attractions of maritime history at museums, tour ships

Nearby distractions, lack of museum knowledge

----------- 4 4------------

Summer activities Beach, family vacations, too hot

----------- 4 3------------

Winter activities Too cold

----------- 2 3------------

Volunteering opportunities Transportation or lack of time

----------- 2 3------------

5 4 3 2 1 1 2 3 4 5

Change Agent MessageCollege Students/ Colleges and

Universities

Present:

College students unaware of the museum and what it has to offer.

Change Agent Messages:

ISM wants college students to reap the benefits, become involved with ISM, and understand how it can aid their education.

Desired:

Students will be aware of what ISM can offer them and take full advantage of all opportunities.

Force Field AnalysisStudents/Colleges and Universities

Driving Force Restraining Force

Interest in maritime history touring ships Price, parking, transportation

----------- 3 3 ------------

Boat building Price, parking

-----------2 4 ------------

Winter Activities Too cold

----------- 2 3 ------------

Internship Opportunities Transportation/laziness

----------- 4 4 ------------

5 4 3 2 1 1 2 3 4 5

Change Agent MessageChildren

Present:

This audience is unaware of the interactive exhibits and events this museum holds throughout the year.

Change Agent Messages:

ISM wants children to become involved and understand how much fun they can have while learning at the same time. A positive fun image is portrayed to children in order to gain their attention..

Desired:

Children are excited to visit ISM with family and friends and enjoy exhibits and activities.

Force Field AnalysisChildren

Driving Force Restraining Force

Fun interactive events, ship tours Price, transportation, parents

----------- 4 4 ------------

Length of tour Length of tour

----------- 4 3 ------------

Winter Activities Too cold

----------- 2 3 ------------

Education Transportation/laziness

----------- 4 3 ------------

5 4 3 2 1 1 2 3 4 5

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.

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.

Tactic 1.2.1 carry-out

Independence Seaport Museum

Tactic 1.2.1 carry-out (cont.)

INDEPENDENCE

SEAPORTMUSEUM

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.

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)

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

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).

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

Budget Estimate

Video: $110.00ISM sign: $50,000.00SEO: $600.00Catering: $100,000.00Direct mail: $6,750.00

TOTAL: $157,460.00

Questions?