Transcript Independence Seaport Museum PR Plan

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
 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.
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

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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 2.0: Increase attendance of college
low college presence.
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/
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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
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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
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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

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Offers great educational programs and boat workshops
Most exhibits lack interaction and are very niche specific.
 Observation of museum layout
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Exhibits are laid out nicely given the size of the museum
Visitors can walk effortlessly through all exhibits.
 Observation of exhibits
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Not enough interaction and most did not take full advantage of technological advances.
 Observation of surrounding environment (Penn’s landing and
parking)
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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 visitors
 College students/ Colleges and Universities
 Children
 Museum members
 Parents/ Adults
 Businesses on Penn’s Landing
 Sponsors and donors
Audience Ranking
Primary
Must Influence (Internal)
Should Influence (External)
-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
Maximum PR Effort
(Intermediary)
-Museum Members
-Sponsors and Donors
Significant PR Effort
(Specialty)
MAC Triad
Audience
Message
Channel
Local Visitors
Sightseeing attractions and
family friendly activities
available at ISM all year round.
TV
Radio
Newspapers
Word of mouth
College Students
The museum offers volunteering
and internship opportunities
TV
Radio
Newspaper
E-mail
Social Media
Information tables during
student oriented events at local
college and universities.
Children
Fun contests and family friendly
activities offered at ISM all year
round.
TV
Radio
ISM Web page
Newsletters to:
-Elementary school
-Middle School
-High School
Change Agent Message-Local Visitors
Present:
Change Agent Messages: Desired:
Local visitors do not
understand the
relationship between the
Delaware River and the
Museum and what it has
to offer.
ISM wants to have the
community involved
with their organization
and get local citizens
involved with events
and activities.
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
Attractions of maritime history at museums,
tour ships
----------- 4
Summer activities
Restraining Force
Nearby distractions, lack of museum
knowledge
4-----------Beach, family vacations, too hot
----------- 4
3------------
Winter activities
Too cold
----------- 2
3------------
Volunteering opportunities
Transportation or lack of time
----------- 2
5
4
3
3-----------2
1
1
2
3
4
5
Change Agent Message
College Students/ Colleges and Universities
Present:
Change Agent Messages:
College students unaware ISM wants college
of the museum and what students to reap the
it has to offer.
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 Analysis
Students/Colleges and Universities
Driving Force
Interest in maritime history touring ships
Restraining Force
Price, parking, transportation
----------- 3
3 ------------
Boat building
Price, parking
-----------2
4 ------------
Winter Activities
Too cold
3 ------------
----------- 2
Internship Opportunities
Transportation/laziness
4 ------------
----------- 4
5
4
3
2
1
1
2
3
4
5
Change Agent Message
Children
Present:
Change Agent Messages:
Desired:
This audience is unaware of
the interactive exhibits and
events this museum holds
throughout the year.
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..
Children are excited to visit
ISM with family and friends
and enjoy exhibits and
activities.
Force Field Analysis
Children
Driving Force
Fun interactive events, ship tours
----------- 4
Length of tour
----------- 4
Winter Activities
----------- 2
Education
----------- 4
5
4
3
2
1
Restraining Force
Price, transportation, parents
4 -----------Length of tour
3 -----------Too cold
3 -----------Transportation/laziness
3 -----------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.)
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: $110.00
 ISM sign: $50,000.00
 SEO: $600.00
 Catering: $100,000.00
 Direct mail: $6,750.00
 TOTAL: $157,460.00
Questions?