1. Strategic Marketing Frameworkto
High Level Overview
Canada Science and Technology Museums Corporation
Société des musées de sciences et technologies du Canada

2. Strategic Marketing Overview
Corporate Perspective
Close look at each institution
5 P’s approach for each audience
Product, Price, People, Promotion, Place
5 year framework

3. Museum Marketing (Kotler) 5P elements of the Museum Marketing Mix
Target Market
People
Board
Managers
Staff
Hierarchies
Teams
Promotion
Advertising
Public Relations
Direct Marketing
E-Communications
Exhibition Promotions
Tour Promotions
Price
Admission Fees
Membership Fees
Discounts
Allowances
Product
Product variety
exhibitions
programs
retail
Quality
Design
Features
Brand name
Place
Channels
Locations
Transport
Inventory
Internet
From Kotler, Museum Marketing & Strategy, 2nd ed. Jossey Bass 2008 p.29

4. Audience Demographics:

5. Audience Motivation & The Family Effect

6. Audience Loyalty

7. Canada Science and Technology Museum Existing Situation
“Old” building
Difficult location
Slowly declining attendance
Stretch to be “national”
Developing new national networks & support for new museum

8. CSTM Audience Profile Significant increase in % out-of-town visitors
Significant decrease in % local visitors
Increase in actual number of unique visitors due to large increase in first-time visitors

9. CSTM Unique Value Proposition
CSTM Offers excellent visitor experiences, facilitated by knowledgeable staff that can make the most out of the exhibitions, demos and programs and adapt the visitor learning experience to the unique needs of the visitor.
CSTM fosters S&T literacy nationally through networks of key stakeholders, educators and partners across Canada.

10. CSTM Big Picture – Corporate Plan
Stretch:
Pan-Canadian Energy Literacy Initiative & Exhibition will involve & engage national stakeholders & reach national audiences
Be Innovative:
Distance learning, outreach, social media activities will enhance “off-site” reach, educational capacity & engagement
National role with ST&E community through S&T Week, Hub, Innovation Agenda
Sense of Urgency:
Build community of support for new museum for 2017

11. CSTM Game Plan Build on core value for local audiences
Shore-up existing audiences, especially families
Attract new Canadians
More francophones
Strengthen attendance & revenue through targeting new visitors (VFR, tour operators)
Expand on-site audiences and increase return visits with special exhibitions
Develop national audiences through key strategic initiatives
Energy literacy
NSTW leadership
Science community through Hub
Virtual learning

12. CSTM Key Audiences:
Onsite Targets:
Families with children
Local residents (VFR)
Tour operators
Visitors from outside NCR
Education
Special communities
Facilities rental market

13. CSTM Key National Audiences:
National Targets:
National Science & Engineering Communities
Key Technology & Innovation Stakeholders
Educators
Partner programming and messaging venues
Special communities – exhibition-specific
Private Sector
Other Government Departments
Important stakeholders

14. Canada Agriculture & Food Museum Existing Situation
Mostly local visitation
Very high repeat visitation (45% = 6x)
62% have children under 18, & 64% come to satisfy child’s interest
Little visitation from out-of-town visitors
Capacity and seasonal operations limitations until new exhibition and programming space opens in 2012

15. CAgFM Audience Profile
Very high % locals & Families
Low % of visitors to the Capital region
Fewer total visitors due to declining number of new visitors

16. CAgFM Unique Value Proposition
CAgFM offers exceptional visitor learning experiences, particularly for families with small children, and serves as the key interpretation focal point for learning about Agriculture and Agri-foods in Canada, working with regional and national partners.
As a trusted source of valuable, authoritative information CAgFM provides reliable food and agriculture info to consumers via web and social media.

17. CAgFM Big Picture Stretch: Expand programming focus to include food
Be Innovative
Use video-based media to “export” national content on agriculture & food
Sense of Urgency
Need to fulfill re-branding promise from Agriculture to Agriculture & Food
Leverage key opportunity in 2011 for 125th anniversary of CEF
Need to extend programming space & go year-round rather than seasonal

18. CAgFM Game Plan Enhance & build on existing strengths with families
Leverage CEF 125 to attract new audiences
New facilities for conferences & meetings
Develop new products related to food
Re-brand to Agriculture and Food
Become trusted national info-source on agriculture & food
Infocapsule – Food Facts - microcasting

19. CAgFM Key Audiences Onsite Targets: Families with children
Local residents (VFR)
Tour operators
Visitors from outside NCR
Education
Special communities
Facilities rental market
National Targets:
Key Agriculture and Food Industry Stakeholders
Private Sector Partners
Educators
Important stakeholders

20. Canada Aviation and Space Museum Existing Situation
Higher percentage of tourists
Expanded facilities coming on-stream in February 2011 offer new potential for education, distance learning, 3rd party rentals and cultural programming
High potential to incorporate new technology support into visitor experience (hand-held content, video, WiFi)
MOU with CSA provides unique leveraging opportunity for “space” programming and content
Excellent site extends audience appeal (ex. alternative family site on Canada Day)
Food services currently impede total visitor experience
High loyalty among aviation community
High potential for partnering with industry on programming and content

21. CASM Audience Profile Increase in % out-of-town visitors in 2009
Increase in actual number of unique visitors due to large increase in first-time visitors

22. CASM Unique Value Proposition
Highlighting its extraordinary collection, and leveraging a unique new relationship with the Canadian Space Agency, CASM offers a unique environment for enriching learning experiences, special events, distance learning and rentals for 3rd parties.
Through its unique role in the national network of aviation and aerospace museums in Canada, CASM is a content provider to support audiences of this extended network.

23. CASM Big Picture Stretch:
Develop national network of Aviation Museums and become a “content supplier” through extension programming and on-site kiosks
Be Innovative
Use enhanced technology and video-based media enhance visitor experience and storytelling
Partner with key technology leaders to enhance distance learning and distance VE
Develop innovative new programming with CSA about space.
Sense of Urgency
Need to fulfill re-branding promise from Aviation to Aviation & Space
Need to leverage full potential of new facilities

24. CASM Game Plan Build on existing appeal to tourism audiences
Connect nationally through Aviation Museum network
Leverage new CSA relationship & Space brand
Exploit the site (inside & outside) to attract new audiences
Engage new audiences with cool tech VE
Use the site to attract families
New audiences through facilities rental & cultural use

25. CASM Key Audiences: Onsite Targets: Local residents (VFR)
Tour operators
Visitors from outside NCR
Education
Special communities
Facilities rental market
National Targets:
Network of Aviation Museums
Private Sector Partners
Educators
Important stakeholders

26. Portfolio Management Principles
Each Museum is distinctive and differentiated in the marketplace
Content specialization
Image, positioning and brand
Location & access
Audiences
Some initiatives are useful to one, two or all three museums
Look at market potential, optimizing opportunities of each, reinforcing differentiation and managing as a set

27. Portfolio Management - Differentiation
CSTM
CAgFM
CASM
Unique Value Proposition
On-site
National
CSTM Offers excellent visitor experiences, facilitated by knowledgeable staff that can make the most out of the exhibitions, demos and programs and adapt the visitor learning experience to the unique needs of the visitor.
CSTM fosters S&T literacy nationally through networks of key stakeholders, educators and partners across Canada.
CAgFM offers exceptional visitor learning experiences, particularly for families with small children, and serves as the key interpretation focal point for learning about Agriculture and Agri-foods in Canada, working with regional and national partners.
As a trusted source of valuable, authoritative information CAgFM provides reliable food and agriculture info to consumers via web and social media.
Highlighting its extraordinary collection, and leveraging a unique new relationship with the Canadian Space Agency, CASM offers a unique environment for enriching learning experiences, special events, distance learning and rentals for 3rd parties
Through its unique role in the national network of aviation and aerospace museums in Canada, CASM is a content provider to support audiences of this extended network
Positioning
S & T Fun for Everyone
Farm
Food & Fun
Above & Beyond
Primary Audiences
Mixed - General
Families with Kids
Adults
Audience Source
Combined local, national & visitors
Mainly local (strengthen national & visitors)
Mainly visitors & national

28. Key Initiatives CSTM CAgFM CASM BUILDING ON-SITE AUDIENCES
Family Focus
Adult – Frequent Independent Traveler (FIT) Focus
VFR program
Ambassadors
Tour Operators VIP Program
Meeting & Convention Planners Blitz (facilities rental)
After 2012
Energy Exhibitions
Web redesign (promoting the museums)
ENGAGING NATIONAL AUDIENCES
NSTW
Hub ConnexScience.ca
Web redesign
Energy Literacy Program
FoodFacts video clips
AviationNet info kiosks

29. Key Initiatives - Corporate
Foster support for new museum by building and strengthening networks of key stakeholders
Leverage the collection by making it more accessible through web-enabled content and user-based technology apps

30. Next Steps - Branding Review
Is our Branding working for us?
Review and revise Branding of each museum as well as the corporate brand.