Vision = Value: Linking Mission to Marketing

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Museums’ success depends in large part on the strength of their missions. But what if members and visitors at your institution don’t understand what you do— or don’t (yet) care? In this session, you’ll see how the Fuller Museum of Craft and the Harvard Museum of Natural History, two wildly different institutions with wildly different missions, successfully tackled the challenge of creating mission-based messages to drive attendance, membership, and giving. Leave with a checklist for how to put your mission into motion at your institution.

Co-chairs: Tamsen McMahon, Director of Digital and Strategic Initiatives; Sametz Blackstone Associates, MA; Brandon Walsh, Manager, Strategy, Sametz Blackstone Associates, MA

Presented at the New England Museum Association's 2009 Annual Conference.

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  • 30 seconds on SBA30-year old brand-focused communications firmBoston..People and dogs..80% nonprofit… BSO / BCA / Harvard1. Integrates / d / t to help….2. Offer strategic consulting3. Integrated print / digital / interpersonal4. Training and self-sufficiency..More at sametz.com
  • Using what you learned in research, craft your brand foundationInforms--visual and verbal communications that come later..BUILD…COMMENTAreas of focus--easy handle… 4 things, not 10Attributes--Category… more than museum!Brand strategies… CLICK
  • DIFFERENT WAYS TO CUT THE CAKE DEPENDING ON YOUR SITUATION… AND SOMETIMES IT”S A COMBO PLATTER!Who are they?Not equal!!
  • Vision = Value: Linking Mission to Marketing

    1. 1. Vision = Value:<br />Linking mission to marketing<br />New England Museum Association<br />Annual Conference 2009<br />Nashua, New Hampshire<br />11 November 2009<br />
    2. 2. Brandon C. Walsh, Sametz Blackstone Associates<br />Manager, Strategy<br />brandon@sametz.com, @calmstock, 617.266.8577<br />Gretchen Keyworth, Fuller Craft Museum<br />Director Emeritus and Chief Curator<br />Tamsen S. McMahon, Sametz Blackstone Associates<br />Director of Digital and Strategic Initiatives<br />tamsen@sametz.com, @tamadear, 617.266.8577<br />Speakers<br />© Sametz Blackstone Associates<br />2<br />
    3. 3. Sound familiar?<br />
    4. 4. Managing multiple lines of business<br />
    5. 5. Balancing diverse income streams<br />
    6. 6. Answering to more affinity groups than ever<br />
    7. 7. …through more channels than ever<br />
    8. 8. Doing more with less?<br />
    9. 9. So now what?<br />
    10. 10. BRAND<br />So now what?<br />
    11. 11. But what does that mean?<br />
    12. 12. BRAND<br />≠<br />LOGO<br />© Sametz Blackstone Associates<br />(And never did.)<br />12<br />
    13. 13. decreasing distance <br />from organization<br />“home”<br />…and development.<br />Meet people where they’re coming from.<br />Provide resonant points…”ways in.”<br />Connect “what” to “so what”<br />people<br />which often also translates to increasing “length of relationship,” “dollars,” and “commitment”<br />Brands link mission to marketing…<br />© Sametz Blackstone Associates<br />Awareness<br />Support<br />Loyalty<br />Participation<br />Comprehension<br />
    14. 14. It’s a mosaic<br />
    15. 15. So… how do we do it?<br />
    16. 16. The steps<br />
    17. 17. The steps<br />0 Research<br />1 Foundation<br />2 Constituents<br />3 Messaging<br />4 Visual identity<br />5 Action<br />6 Sustainability<br />
    18. 18. 0<br />research<br />Know who you are, and what that means.<br />
    19. 19. Research<br />© Sametz Blackstone Associates<br />Inside<br />Outside<br />Quantitative<br />Actions<br />Qualitative<br />Staff<br />Env.<br />Motivations<br />
    20. 20. Insight<br />
    21. 21. 1<br />foundation<br />Be who you are, become what you want to be.<br />
    22. 22. A brand foundation to build on<br />© Sametz Blackstone Associates<br />Desired<br />Position<br />Personality / Image<br />Brand strategy / hierarchies<br />Departure points<br />Areas of endeavor<br />Vision + mission<br />Model<br />Brand attribute(s)<br />22<br />
    23. 23. © Sametz Blackstone Associates<br />Four branding strategies<br />Product / <br />offering <br />focus<br />Corporate /<br />institutional focus<br />Product<br />Endorsed<br />Source<br />Master<br />
    24. 24. Four branding strategies<br />Product / <br />offering <br />focus<br />Corporate /<br />institutional focus<br />Product<br />Endorsed<br />Source<br />Master<br />
    25. 25. Four branding strategies<br />Product / <br />offering <br />focus<br />Corporate /<br />institutional focus<br />Product<br />Endorsed<br />Source<br />Master<br />
    26. 26. Four branding strategies<br />Product / <br />offering <br />focus<br />Corporate /<br />institutional focus<br />Product<br />Endorsed<br />Source<br />Master<br />
    27. 27. Four branding strategies<br />Product / <br />offering <br />focus<br />Corporate /<br />institutional focus<br />Product<br />Endorsed<br />Source<br />Master<br />
    28. 28. Identity<br />28<br />
    29. 29. 2<br />constituents<br />Know who you serve, and why they care<br />
    30. 30. Ticket buyers ≠ media ≠ donors ≠ partners ≠ volunteers ≠ board ≠ staff ≠ …<br />© Sametz Blackstone Associates<br />
    31. 31. Where they are<br />© Sametz Blackstone Associates<br />Group 1<br />Group 2<br />Group 3<br />Group 4<br />Funders and supporters<br />often cut across all<br />
    32. 32. For a museum…<br />What they care about<br />© Sametz Blackstone Associates<br />Exhibition<br />Education<br />Outreach<br />Capital projects<br />Innovation<br />
    33. 33. Resonance<br />
    34. 34. 3<br />messaging<br />Use your messages, in their words<br />
    35. 35. That which you stand for and seek to advance<br />What your constituents care about, will participate in, and value<br />Messages that motivate<br />© Sametz Blackstone Associates<br />35<br />
    36. 36. Where you can win! <br />Start the conversation here.<br />That which you stand for and seek to advance<br />What your constituents care about, will participate in, and value<br />Messages that motivate<br />© Sametz Blackstone Associates<br />36<br />
    37. 37. Evolving a message system<br />© Sametz Blackstone Associates<br />High-level<br />message<br />Customized for a specific constituency<br />Areas of focus<br />Initiatives,<br />programs,<br />opportunities<br />Supporting<br />stories<br />Fact sheets, giving oppts<br />37<br />
    38. 38. The Harvard Museum of Natural History encourages visitors to look closer and dig deeper into the history of our planet, and of all life on it.<br />Most extensive collection of real artifacts in New England<br />Exhibits, experts, and exchanges that connect visitors to the wonder and science of natural history<br />Helps visitors interpret the past, live more aware of the present, and imagine the future<br />Main messages<br />© Sametz Blackstone Associates<br />
    39. 39. A means to informally improve their critical thinking about natural history, and current issues in evolution, ecology, biodiversity, culture, etc. <br />Unique travel programs that encourage people to develop a greater respect for and understanding of our natural world and our place in it<br />Through exhibits, programs, and lectures, the Museum connects adult learners with an interest natural history to others with similar interests<br />A unique public connection to science and scholarship at Harvard University<br />Main messages, for adult learners<br />© Sametz Blackstone Associates<br />
    40. 40. A classic museum exhibiting rare research artifacts that is evolving into a new model for the presentation and promotion of natural sciences through nontraditional means of experience and interpretation<br />Encourages the visitor to look closer, to form their own lines of inquiry, and to create their own narratives based on their observations and experiences—not the “push a button and watch what happens” kind of place<br />The place to see the “real, cool stuff”—exhibits unique in New England. <br />Main messages, for families<br />© Sametz Blackstone Associates<br />
    41. 41. Clarity<br />
    42. 42. 4<br />visual identity<br />Look the part, <br />be the part.<br />
    43. 43. A mix of…<br />Design that delivers<br />© Sametz Blackstone Associates<br />That which you can own<br />Focused approaches<br />Name(s)<br />Color<br />Logo(s) / logotype(s)<br />Typography<br />Taglines / modifiers<br />Imagery<br />Service marks<br />Composition<br />43<br />
    44. 44.
    45. 45.
    46. 46. Logo, anchor<br />+<br />Focus areas<br />+<br />Venue branding<br />+<br />Imagery<br />+<br />Transparent overlay<br />+<br />Accent color<br />+<br />Supporting imagery<br />+<br />Typography<br /><ul><li>© Sametz Blackstone Associates</li></ul>=<br />SYSTEM<br />
    47. 47. <ul><li>© Sametz Blackstone Associates</li></li></ul><li>
    48. 48. Look closer, Dig deeper<br />
    49. 49. © 2006 Sametz Blackstone Associates<br />Harvard Museum of Natural History<br />
    50. 50. © 2006 Sametz Blackstone Associates<br />Harvard Museum of Natural History<br />
    51. 51. © 2004 Sametz Blackstone Associates<br />
    52. 52. © 2006 Sametz Blackstone Associates<br />Harvard Museum of Natural History<br />
    53. 53. Rack card<br />© Sametz Blackstone Associates<br />
    54. 54. Membership brochure<br />© Sametz Blackstone Associates<br />
    55. 55. Annual appeal remittance card<br />© Sametz Blackstone Associates<br />
    56. 56. Travel program postcard<br />© Sametz Blackstone Associates<br />
    57. 57. And to leverage every communication to build brand and meaning<br />© Sametz Blackstone Associates<br />20-90% reinforces brand (depending on strategy)<br />Yourorganization<br />Promises<br />Expectations<br />Position<br />Attributes<br />Personality<br />Tactical communications<br />– by program, function, audience, initiative<br />
    58. 58. (Compelling)Coherence<br />
    59. 59. 5<br />action<br />Put it together,and put it to work.<br />
    60. 60. Architecture for action<br />Desired Outcome<br />Awareness<br />Comprehension<br />Participation<br />Loyalty<br />Support<br />Print<br />Donor newsletter<br />www<br />Season kit<br />Development kit<br />Postcard / mailers<br />Membership<br />Digital<br />61<br />© Sametz Blackstone Associates<br />
    61. 61. An architecture helps you to plan and deploy resources better<br />Awareness<br />Comprehension<br />Participation<br />Loyalty<br />Support / advocacy<br />Wide<br />General<br />Long<br />High<br />High<br />Centralized<br />Custom / outsourced<br />Offset<br />Use<br />Content<br />Shelf life<br />Cost / production<br />Quantity<br />Content generation<br />Design<br />Production<br />Targeted<br />Specific<br />Shorter<br />Lower<br />Low / print on demand<br />Distributed / to template<br />In-house to template<br />Print on demand<br />© Sametz Blackstone Associates<br />
    62. 62. Relevance<br />
    63. 63. 6<br />sustainability<br />Own your brand, and keep it healthy.<br />
    64. 64. It takes a village<br />65<br />
    65. 65. Transferring knowledge; encouraging ownership of the system<br />© Sametz Blackstone Associates<br />
    66. 66. Transferring knowledge; encouraging ownership of the system<br />© Sametz Blackstone Associates<br />
    67. 67. Engaging the organization: extranet<br />© Sametz Blackstone Associates<br />
    68. 68. Leverage<br />69<br />© Sametz Blackstone Associates<br />
    69. 69. This is a process, not an event.<br />70<br />© Sametz Blackstone Associates<br />Roger Sametz<br />
    70. 70. Effective communications deliver value over time<br />© Sametz Blackstone Associates<br />Brand foundation<br />Who you are, and who you can be.<br />Constituents<br />Those for whom your work is––and could be––meaningful. They are vital to your success, and they are not monolithic!<br />Research<br />Qual. + Quant<br />Inside + Outside<br />Messaging<br />Externally focused, the intersection of what audiences value, and that which you stand for and seek to advance. <br />Visual identity<br />Compelling consistency; a mix of elements you can own and focused approaches to elements you can control.<br />Measure / retune<br />Adapt + evolve<br />Action<br />A communications architecture; your plan for hitting the streets!<br />Sustainability<br />Documentation + training, engaging the organization. <br />
    71. 71. Eg.<br />
    72. 72. Case study<br />Fuller Craft Museum<br />Gretchen Keyworth<br />
    73. 73.
    74. 74. 35 year old institution. <br />“Facility” located on beautiful / pastoral “grounds.”<br />Frederick Law Olmstead<br />Brockton Arts Center &gt; Fuller Museum of Art &gt;<br />Exploring vision / mission redirection.<br />Historically local board with limited national reach.<br />Membership declining.<br />Visitation declining.<br />Funding declining.<br />Departure points<br />© Sametz Blackstone Associates<br />
    75. 75. © 2004 Sametz Blackstone Associates<br />
    76. 76. Researched and analyzed perceptions of the institution and perceptions of contemporary craft.<br />Developed strategic communications plan.<br />Evolved verbal and visual identity.<br />Produced targeted communications.<br />Trained staff, volunteers, and board.<br />Launch...ongoing.<br />Measure, review, refine as needed.<br />Collaboration<br />© Sametz Blackstone Associates<br />
    77. 77. Fuller Craft Museum, New England’s only museum of contemporary craft, is dedicated to the objects, ideas, and insight that inspire both patrons and artiststo explore life through the art of contemporary craft. Craft is an art discipline that is both intriguing and accessible. Its roots reside in the creation of functional objects, but today, craft reflects the inspired ideas of artists who work primarily with their hands in materials that are tactile and familiar. Fuller Craft offers a collection, exhibitions, demonstrations, workshops, and special events where you can literally touch the materials and objects. Fuller Craft Museum is the most exciting place to bein the world of contemporary craft. Let the art touch you. Join us.<br />Brand foundation: vision / mission / position statement<br />© Sametz Blackstone Associates<br />
    78. 78. Let the art touch you<br />The story: a strategy-led tagline<br />© Sametz Blackstone Associates<br />
    79. 79. Let the art touch you<br />The story: a strategy-led tagline<br />© Sametz Blackstone Associates<br />
    80. 80.
    81. 81. The Perfect Collection: A shared vision for contemporary craft<br />© Sametz Blackstone Associates<br />
    82. 82. Membership<br />© Sametz Blackstone Associates<br />
    83. 83. Updated membership<br />© Sametz Blackstone Associates<br />
    84. 84. Building audience<br />© Sametz Blackstone Associates<br />
    85. 85. © Sametz Blackstone Associates<br />
    86. 86. © Sametz Blackstone Associates<br />
    87. 87. © Sametz Blackstone Associates<br />
    88. 88. © Sametz Blackstone Associates<br />
    89. 89. © Sametz Blackstone Associates<br />
    90. 90. © Sametz Blackstone Associates<br />
    91. 91. © Sametz Blackstone Associates<br />
    92. 92. The edges of grace<br />© Sametz Blackstone Associates<br />
    93. 93. © Sametz Blackstone Associates<br />
    94. 94. © Sametz Blackstone Associates<br />
    95. 95.
    96. 96. © Sametz Blackstone Associates<br />
    97. 97.
    98. 98.
    99. 99.
    100. 100. © Sametz Blackstone Associates<br />
    101. 101. © Sametz Blackstone Associates<br />
    102. 102. © Sametz Blackstone Associates<br />
    103. 103.
    104. 104.
    105. 105. © Sametz Blackstone Associates<br />
    106. 106. © Sametz Blackstone Associates<br />
    107. 107.
    108. 108. © Sametz Blackstone Associates<br />
    109. 109.
    110. 110.
    111. 111. © Sametz Blackstone Associates<br />
    112. 112. © Sametz Blackstone Associates<br />
    113. 113. © Sametz Blackstone Associates<br />
    114. 114.
    115. 115.
    116. 116.
    117. 117.
    118. 118. © Sametz Blackstone Associates<br />
    119. 119. Membership up 44% in first six months of brand launch.<br />Since then growth has continued, seeing over 100% increase in the last two years.<br />Visitation has grow to 3,000 per month; an organizational record.<br />Opening receptions now draw upwards of 350 visitors.<br />Aligned language:<br />Fuller Craft is the center of its own universe… not north or south of anything… everything is north or south of it.<br />Board makeup has shifted significantly beyond the greater Brockton area. Now includes trustees across the country with ties to the craft world and renown artists.<br />Value delivered<br />© Sametz Blackstone Associates<br />
    120. 120. Increased funding through major gifts & family foundations <br />Launched a major donor “charter” initiative at 20 gifts exceeding $10K <br />Now has grown to over 40 donors with individual gifts as high as $100,000 <br />Added second major gifts campaign, First Families, which reenergized area donors and significant craft supporters. <br />Nationally renowned collection and exhibitions <br />welcomed this spring, “Craft in America” Expanding Traditions also a major PBS documentary series.<br />media placement on AP, CNN, CBS, NECN, NY Times, Boston Globe, Providence Journal, American Craft, American Style, Chronicle of Philanthropy, etc.<br />Value delivered<br />© Sametz Blackstone Associates<br />
    121. 121. With its own niche, Fuller Craft may be able to move up from its status as a second-string, local art museum to an institution of regional, and perhaps even national, importance. The Fuller’s inaugural show sets the tone and signals the Museum’s ambitions.<br />122<br />© Sametz Blackstone Associates<br />Boston Globe<br />
    122. 122. This Museum won’t stay hidden for long.<br />123<br />© Sametz Blackstone Associates<br /> New England Cable News<br />
    123. 123. …attendance surpassed anything the Museum had seen in recent years.<br />124<br />© Sametz Blackstone Associates<br />Arts and Business News<br />
    124. 124. Richly deserved accolades for the bold and aggressive work... It&apos;s always great to see an accredited / member museum getting the public attention they deserve. Keep up the great work.<br />125<br />© Sametz Blackstone Associates<br />Ed Able           <br /> President and CEO           <br /> American Association of  Museums<br />
    125. 125. What now?<br />
    126. 126. The concepts:<br />0 Insight<br />1 Identity<br />2 Resonance<br />3 Clarity<br />4 Coherence<br />5 Relevance<br />6 Leverage<br />© Sametz Blackstone Associates<br />
    127. 127. The steps:<br />0 Research<br />1 Foundation<br />2 Constituents<br />3 Messaging<br />4 Visual identity<br />5 Action<br />6 Sustainability<br />© Sametz Blackstone Associates<br />
    128. 128. The steps:<br />0 Research<br />1 Foundation<br />2 Constituents<br />3 Messaging<br />4 Visual identity<br />5 Action<br />6 Sustainability<br />© Sametz Blackstone Associates<br /> Rinse, repeat.<br />
    129. 129. Build a framework, not a prison.<br />
    130. 130. Evolution is everything<br />131<br />
    131. 131. Questions?<br />
    132. 132. Brandon C. Walsh, Sametz Blackstone Associates<br />Manager, Strategy<br />brandon@sametz.com, @calmstock, 617.266.8577<br />Gretchen Keyworth, Fuller Craft Museum<br />Director Emeritus and Chief Curator<br />Tamsen S. McMahon, Sametz Blackstone Associates<br />Director of Digital and Strategic Initiatives<br />tamsen@sametz.com, @tamadear, 617.266.8577<br />Speakers<br />© Sametz Blackstone Associates<br />133<br />
    133. 133. Thank you<br />© Sametz Blackstone Associates<br />

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