2. Project overview
Executive Summary STP Analysis Promotion Strategy
Step1: What do we do? Step3: What is the best way to reach them?Step2: Why these segments?
4. Business Objective: Expand market across the country both online and offline.
Executive Summary
Opportunity: Informative database, interactive technology and social media initiatives.
Method: Qualitative and quantitative research: SWOT, cluster, STP analysis using R, Excel and Tableau.
Promotion strategy: Design online and offline promotion strategy to consumers of different age, income level, and geographic distance.
Challenge: Differentiate ourselves among competitors and reach consumers both online and offline.
Potential target market: CA,AZ, IL, NY, PA, FL, etc.
6. New Empty Nests (24%)
Couples in their 50s with
higher income and adults
kids. Enjoy travelling with
each other.
New Life Starter (25%)
Children-oriented ,41-
year-old family with
general income around
70k. Live an economical
life. Travel with children.
Golden Oldies (17%)
Old (65+) couples with
relatively high income
(70k+)
Young Richers (6%)
15 ~ 30 years old young
achievers with high education
and high income
Four segments based on customer DB with the help of R, Excel, and Tableau.
Market Share based on population DB
Segmentation
others
7. Target- Customer Profile
Golden Oldies
Aging 65+ couple with
high income,
we mostly retired and
love to travel to places
to enrich and enjoy
our lives. We love
gardening and
collections. We are
more likely to donate.
New Empty Nests
“Well-educated and high
level income, we don’t
have to worry about our
children and life. We
enjoy the time with each
other doing sports and
appreciating history and
art. We can pay the
membership for high
quality exhibitions.”
New Life Starter
William (34)and Kate(34) married
in 2002. They have two lovely
kids, George(8) and Charlotte(4) .
They are such a cozy family with
general /low income…. “We care
about healthy lifestyle since we
have children. We also love art
and music. Most importantly, we
have interest in casino
gambling!! Hope one day we can
win the first prize!!”
Young Richers
Sicong, 28, single, no kids,
and rich).
Heavy user of internet and
smart phone.
Loves arts and music,
enjoys the atmosphere of
museum(not only
because it is a nice dating
spot).
9. New Life Starter (MARKET SHARE =25%)
This is a critical market share that we want to inspire kids to have passion or interest in history and offer a holiday choice for family.
Family Gallery Talk
For 4-10 years old and parents/
caregivers on weekend. Docent gives
historical story tellingin more vivid way
and can have conversation and
discussion with kids and parents
immediately. Parents can use this time
to look closer to kids and guide the kids
to have passion in history.
Reach out by social media, posts,ads
Music Festival
Special exhibition of different musical
theme. For example, music from the
Romantic era. And cooperated with
local orchestra or live band for
outdoor performance. Within the
event, it can set up activity trails and
awards to induce more interaction
and participation.
Reach out by social media, posts,ads
Interactive Apps
Through mini game, such as level
challenge, kids can learn knowledge in
more interesting way but also can interact
with parents. Moreover, people can see
exhibits come to life in gorgeous colorful
animation.
Reach out by social media, ads, QR code
10. New empty nests (MARKET SHARE =23%)
High level income parents who have adult children 18-30 years old, more likely to travel delicately in couples. Their value
is to become our members and potential donerrs in the future.
MAIL CAMPAIGN
“Rich, well-educated, successful in
career.”
We will send them customized mail
campaigns including museum
calendar and membership newsletters
to encourage them to join our
membership and maintain a long-term
relationship for future donation.
SPECIAL EXHIBITIONS
“Energetic, DIY, sports, good taste.”
We will use email and social media
especially FB and Instagram to
convey messages about new
exhibitions of history, animal, nature,
and sports.
RADIO ADVERTISEMENT
“Most have cars.”
Radio advertisements and sponsorship
such as National Public Radio Stations can
help us reach audiences while drive-time,
traffic, and weather broadcast.
11. Golden Oldies (MARKET SHARE =17%)
High level income elderly seniors who like travel, art craft, gardening, and are collectors. They have lots of life experience.
Their value is to become our members and be potential donators.
VINTAGE 1950s
EXHIBITION
“Rich, mostly retired, have lived
through a lot”
Offer a vintage exhibition about life in
the 1950s with items of:
● Cars
● Clothes
● Music
● Machines/Engines
TRADITIONAL CHANNELS
“Like things the old fashioned way.”
● TV
● Newspaper
● Radio
● Banners
● Mail to loyal existing customers
● Concerts (Rock,Blues, Jazz)
EMOTIONAL VALUE/MESSAGE
“Going back to the good ol’ times.”
Sparking the feeling of joy and nostalgia
within audience. Attracting them with
items they identify their youth with. Making
them feel young again.
12. Young Richers (MARKET SHARE =6%)
Although this is a small piece, we still need to cultivate this group because it will grow to be the dominant segment in the near
future.
SOCIAL MEDIA
Take the advantage of social media, like
Facebook, twitter, YouTube. Use them as
a marketing channel to broadcast the
museum’s new TV show as well as
exhibition announcements, activity and
event foreshow. It can also be used to
deliver interesting history knowledge and
similar information daily.
VIRTUAL REALITY
Use this latest technology to revive the
ancient times. Let visitors have a direct
understanding and feeling about what
history really is. It will become one of the
most popular activity during the
museum tour.
EDUCATION INSTITUTION
Collaborate with education institutions
like universities.
Add the museum’s online research
library into partner school’s library
source and encourage students to
explore it online.
Schedule one-day culture trip with
partner school.
13. Cost-benefit map
We use the map to find the most effective and efficient channels.
More expensive
Less expensive
More effectiveLess effective
Education
Institution
VR
Interactive
apps
Social
Media
Family
talk
radio ads
Special
Exhibition
TV
prints
Further cost information needed.
16. Executive Summary
Qualitative research:
Industry insights from:
1.National Arts MarketingProject
http://www.artsmarketing.org/sites/default/files/documents/practical-lessons/lesson_3.pdf
2.Audience Building: Marketing Art Museums
http://www.si.edu/Content/opanda/docs/Rpts2001/01.10.MarketingArt.Final.pdf
3.Ibis world report
4.Nielsen Segmenation
5.Other databse such as mentile.
Quantitative research:
Data cleaning, cluster analysis, segment exploration through R, Excel, and Tableau.
