Safe Haven Rebranding The change from the “Safe Haven Museum and Education Center” to the “Holocaust Refugee Shelter Museum” Kerri MacAlpine, Rina Matsuura, Nicholas Palermo, Brett Vanatta “Our main goal is to keep alive the memory of the 982 Refugees that lived here at the shelter...we are in the business of preservation.” - Judy Coe Rapaport, President

SWOT: Strengths Only museum of its type in the nation Museum is relevant to many ages Strong community ties Personal and interactivity with tour guides and museum story

SWOT: Weaknesses Ambiguous name Potential for more use of technology Brand awareness and exposure of the museum

SWOT:Opportunities Location near major cities SUNY Oswego campus population and friends and families Hotel partnerships in the area New York State educational districts and Universities/Colleges

SWOT: Threats Technology Confusions associated with the name change Local culture and economy Chain of command in making changes

Target Markets School aged children College students Departments within SUNY People interested in history

The New Brand “Holocaust Refugee Shelter Museum” o Why name was chosen o Approach o Gains

Implementation Plan 1 Month (Starting January 2014) o Website updates 3 Months o updates, Traditional mail updates, community building, work on social networking presence 6 Months (Up until the Reunion) o Intense implementation of advertising and promotional plans – all local media Local store fronts, WRVO, I Heart Oswego, Visit Oswego County, college community media, Syracuse and Rochester publications and media outlets. o Intense social media advertising

Long Term Implementation Website domain name change Change s to reflect new domain name Work on brand image and awareness by continuing social media and updates Continue working on networking with school districts and campus community Any and all other changes that the museum sees fit

Logo

Marketing Recommendations Social Media Local Community Campus Community o internship program Surrounding school districts

Questions/Comments

References Brand Image. (2007). Bloomsbury Business Library - Business & Management Dictionary, 1057 Hill, Ronald P. and Moran, Nora, (201 1), Social Marketing Meets Interactive Media, International Journal of Advertising, Vol. 30 Issue 5, p815838, 24p. Konecnik, M., & Go, F. (2008). Tourism destination brand identity: The case of Slovenia. Journal Of Brand Management, 15(3), doi: /palgrave.bm Missouri Census Data Center.(2013). ACS Profiles [dataset application].Available from Mokhtar, M., & Kasim, A. (2012). Motivations For Visiting and Not Visiting Museums Among YoungAdults: A Case Study on Students. Journal Of Global Management, 3(1), Moran, S. (2010).Changing the world: Tolerance and creativity aspirations among American youth. High Ability Studies, 21(2), doi: / "Oswego NY Safe Haven Museum." Oswego NY Safe Haven Museum - Story. N.p., n.d. Web. 13 Oct