What s Your Story?Interpretive Planning with the 5-M ModelLisa Brochu • firstname.lastname@example.org
What Makes Your Museum Meaningful?• Collections• Compelling Stories• Emotional and Intellectual Connections (Tangibles and Intangibles)
Why an Interpretive Plan?• Keeps the project on track with clear objectives.• Provides a way of explaining the project to funders, supporters, designers, fabricators and others.• Provides an evaluation tool at every phase.
The 5-M Planning Model Management Message Media Markets Mechanics
Logic Model• Impact (benefit you’re trying to achieve over the long term - for the resource, agency, or individual)• Outcomes (observable behavior changes, either immediate or short term)• Outputs (what you provide through media choices)
Markets• product - what you have to offer• price - perceived value• place - relationship to what s around• promotion - how do people know about you• publics - market segmentation – users & support – existing & potential
Message• Why is this place or collection significant?• What interests visitors?• What is management most interested in communicating?
Theme = Power• It s what sticks• Thorndyke s 1978 research• People forget facts, but remember themes• Ham s Lindblad study
Message Development Resource Management Audience
Developing the Message• Central theme - the message behind the collection• Subthemes - framework for stories• Storylines - individual ideas
Thematic Framework Central Theme Subtheme A Subtheme B Subtheme C Storyline Storyline Storyline Storyline Storyline Storyline Storyline Storyline Storyline Storyline
Central Theme CharacteristicsÜ Should include tangible/intangible connectionÜ Should include visitor, management, and resource considerationsÜ Should be a simple sentenceAgriculture sowed the seeds of change for 20th century Boulder County.
Subtheme DevelopmentÜ Groupings of storiesÜ Miller s 7 plus or minus 2Ü Should reflect the language of the themeÜ May dictate development of site or building layout, but may not
Storyline Development• Theme of the piece (exhibit, brochure, sign)• Message elements – Facts – Anecdotes – Quotes – Illustrations – Graphic design
MechanicsLarge Scale Design Balance – Site or landscape features – Facilities and buildings – Interpretive stories