1 Burke Museum Empowering Women Exhibit Digital Marketing Plan March 14, 2013Prepared byAmy Rainey, Kendall Barnett, Meng Yao & Ranjan MestriCOM588 Marketing and Branding in Digital CommunicationUniversity of Washington
2Table of ContentsIntroductionSituation and Environment AnalysisRecommendationsTimelineBudget and ResourcesProposed MetricsAppendicesAppendix A: SWOT AnalysisAppendix B: Behavioral SegmentationAppendix C: Positioning MapAppendix D: Survey Results
3IntroductionThe Burke Museum is the premier museum of natural history and culture in the PacificNorthwest. Located on the UW campus. The Burke Museum creates a better understanding ofthe world and our place in it by inspiring people to value their connection with all life—and actaccordingly. In addition to long-term exhibits, the Burke Museum also presents special exhibitsthat rotate several times a year.The special exhibit this summer is "Empowering Women: Artisan Cooperatives that TransformCommunities.” Empowering Women will run from June 15 – October 27. We have developed adigital marketing plan for the Empowering Women exhibit. The goal of this plan is to driveattendance to this exhibit, particularly during the summer, which is a slower time for themuseum.This plan is focused on the digital marketing to support the Empowering Women exhibit as theBurke Museum has a variety of efforts planned for its traditional marketing, and these tacticshave shown to be successful in the past.These efforts include print and graphic design work forposters that will be hung around the University District and the UW campus. The museum alsocreates and sends printed invitations to spread initial buzz about the new exhibit. The museumsends mailers and brochures to its members. The Burke may also utilize KCTS radio forpromotions, as well as bus advertisements.Situational and Environment AnalysisSWOT AnalysisThe Burke Museum possesses many strengths and weaknesses. It is the official museum ofWashington state and houses many research collections that are unique to the Burke. The staffat the Burke is friendly and knowledgeable about all the exhibits that both travel through theBurke or are birthed from their own walls. All special exhibits are contemporary and relevant tovarious current events around the globe. While the Burke Museum has a very strong reputationwithin the greater Puget Sound area, the institution faces some challenges. The museum’slocation on the UW campus and the cost of parking on campus are a struggle for many visitors.As a smaller museum, they also have to be concerned with budget constraints. While the Burkehosts very diverse exhibits, it has made marketing to a target audience difficult. In recentmonths, the Burke has gone through some senior leadership changes. While this brings in afresh perspective, it also makes marketing a challenge as the new staff has less experience withlaunching new exhibits.Looking externally, there are many opportunities available for the Burke. Being housed on theUW campus allows for potential partnerships within the academic community. Seattle has athriving artistic community and as such it presents an array of relationships that the Burkecould utilize in their marketing strategies. To be efficient in its marketing and engagementstrategy, the Burke needs to target an appropriate audience to make this exhibit unique andsuccessful. Since the Burke museum is close to the Henry Art Gallery, the museum also needs to
4plan for the possible proximal competition of the summer tourist community. Additionally, theSeattle Art Museum (SAM) recently hosted a similar exhibit focused on women artists. This isboth a strength – strong interest in the subject from Seattle’s arts community – and a weakness– this topic has recently been covered by a peer that could be considered a competitor.The Burke has many positive things on which to focus. Its knowledgeable staff, user-friendlywebsite and traveling exhibits draw visitors in. For this exhibit, the museum needs to effectivelymarket to a target audience that will maximize attendance, therefore enriching knowledgeabout entrepreneurial grassroots of women around the globe. To compete with local museums,the Burke needs to partner with organizations around the Seattle area to spread the wordabout the exhibit.Segmentation, Targeting and PositioningThe Burke’s audience can be segmented based on demographic attributes, as well as behavioraland psychological attributes. The Burke should target women’s groups and social justice groupsthat focus on empowering individuals. The museum should also reach out and target Seattle’ssuccessful artisan community. By focusing on these two groups, the Burke can increaseattendance and spread the message of transformation through communicative art. Artisansand women/social groups give back to the community in a variety of ways. By sharing theexhibit with them, they can help promote the exhibit and bring in attendees.We recommend a primary target audience of college educated people who are between theages of 25 and 40 and live in the Puget Sound region. Because this exhibit will take place in thesummer, we recommend reaching parents and new visitors within this target audience. As thesummer fades, the Burke should also focus on a secondary target audience of UW faculty,students and their families.The exhibit should be positioned with the following statement: From Africa to Asia totheAmericas, female artisans are creatinggrassroots cooperative to reach newmarkets, raiseliving standards, andtransform lives. Empowering Women explores the work of ten suchenterprisesin ten countries.RecommendationsThe objective is to drive attendance to the museum’s Empowering Women exhibit. With thisobjective at the forefront, our strategies focus on driving word of mouth through creatingsharable digital content and leveraging the networks of other groups.Our key recommendations for the Empowering Women exhibit are: Develop partnerships with organizations focused on the empowerment of women and girls and local artisans to reach the networks of these groups Focus content on the museum’s social channels on female empowerment, artisans and collaborative communities
5 Integrate digital content creation and social sharing into the experience at the exhibit, helping drive word of mouth and start online dialogue Better leverage the museum’s position on campus and as part of the UW communityRecommended tacticsDevelop partnerships with organizations focused on the empowerment of women and girls,as well as local artisans, to reach the networks of these groupsThe Empowering Women exhibit ties in to important issue areas, such as women’sempowerment, the role artisans and social justice. With these issues in mind, we recommendconducting outreach and forging partnerships with groups in these areas. We recommend thefollowing partners and have provided background information as well as recommendations forthe partnership and potential contacts for outreach.Gates Foundation/CatapultBackground: The largest philanthropic foundation in the world, the Bill & Melinda GatesFoundation focuses heavily on the empowerment of women and girls in its global health andglobal development work. In April 2012, Melinda Gates announced that family planning wouldbe a priority issue for her and the foundation going forward. In September, the foundationhelped launch Catapult.org, a crowdfunding platform for projects that help women and girlsaround the world. In 2012, the foundation also opened its Visitor Center, an interactive spacethat educates visitors about the foundation’s history, mission and work.Recommended partnership: The Burke could ask the Gates Foundation and Catapult to co-sponsor a panel at the museum about the empowerment of women through arts andentrepreneurship. The foundation could promote the event on its Facebook page with a posttargeted at fans that are within 20 miles of Seattle.As part of the partnership, the Burke Museum could help promote visits to the GatesFoundation Visitor Center. It could recommend the Visitor Center to tourists who visit themuseum and link to it from its website. Additionally, the Burke could help promote the fundingof projects on Catapult that are related to the countries and artistic approaches featured in theEmpowering Women exhibit. There are also several smaller requests that may be lighter lifts.For example, Catapult could retweet a post from the Burke Museum about the exhibit.Contact information Tyler LePard, senior digital strategist for Catapult and former member of the foundation’s new media team (Amy Rainey can make an introduction) Melissa Milburn, senior communications officer for Gates Foundation and MCDM advisory network member (MCDM Director Hanson Hosein could likely help broker connection)Pike Place Market Tours
6Background: Pike Place Market features nearly 200 artists and craftspeople and attractsthousands of visitors every day. There are two popular tours that feature the artists of PikePlace: Public Market Tours and the Pike Place Market Food & Cultural Tour.Recommended partnership: The museum could partner with these two market tours andprovide cross-promotion opportunities. For example, visitors on the tour could receive acoupon that offers half off admission to the museum and promotes the artistry of theEmpowering Women exhibit. This would offer additional value to people on the tour at no costto the tour company. Likewise, the Burke Museum could promote the Pike Place tours on itswebsite and attendees of the Empowering Women exhibit could receive a coupon for adiscounted tour, highlighting the promise of seeing local Seattle artisans. This partnershipwould help the museum reach both the secondary audience of resident and non-residenttourists who are interested in the arts.Contact information Public Market Tours: http://www.publicmarkettours.com/ http://www.publicmarkettours.com/contact/ Pike Place Market Food & Cultural Tour: http://www.savorseattletours.com/tours/pikeplacemarket/ http://www.savorseattletours.com/contact/Girl Power HourBackground: Girl Power Hour is a professional women’s networking group in Seattle. Inaddition to promoting networking, the group also sponsors relevant causes that supportwomen.Recommended partnership: Girl Power Hour could promote the Empowering Women exhibiton its social media profiles and email listserv. The Burke could return the favor by promotingGirl Power Hour events among its networks. The Girl Power Hour audience is in line withprimary audience for the event – college educated Seattle residents ages 25-40.Potential contacts Corrie Westmorelaid-Vairo (Amy can make an introduction)Focus content on the museum’s social channels on female empowerment, artisans andcollaborative communitiesThe Burke Museum needs to increase online awareness of the Empowering Women exhibit. Todo so, the museum should create relevant digital content with the help of creative storytelling.The museum should distribute this content through their existing social media channels tocreate engagement. Therefore, the objective is to find new ways to communicate, engage andshare that will help drive target audiences to the Burke Museum and the Empowering Womenexhibit.
7The Burke Museum is actively involvedon Facebook and Twitter accounts. Currently, themuseum has 4,474 likes on Facebook and 5,296 followers on Twitter. When promoting exhibitson its channels, the museum typically shares photos, facts and information from the exhibits.To promote the Empowering Women exhibit, the Burke Museum should create compellingonline content, distribute the content through relevant social channels and regularly engagewith its fans.Twitter hashtag campaignThe Burke Museum needs to take advantage of their active Twitter account to promote andengage their audience for the “Empowering Women” exhibit. Currently, the Burke has 5,300followers.The Burke should create a simple hashtag to use in all tweets about the exhibit. Forexample, the museum could use the hashtag #burkeempowering. We researched the user ofother hashtags – such as #empoweringwomen – but found that they were being used for avariety of other conversations. As a result, we recommend creating a branded hashtag that has“Burke” in it.The museum should leverage its healthy Twitter community by starting a dialogue on theplatform to spread the word about the Empowering Women exhibit. The museum shouldpromote this hashtag on all materials about the exhibit, including fliers, webpages and posters,as well as signage in the museum.Content curationWe also recommend that the Burke curate existing blog and video content related to theempowerment of women and girls, the role of entrepreneurship, and the rise of collaborativecommunities. This will provide a healthy amount of content for its Twitter and Facebookchannels and help seed the #burkeempoweringhashtag on Twitter.PinterestThe Burke Museums Pinterest account has 301 followers and a variety of pinboards. To utilizePinterest for the “Empowering Women” exhibit, the museum should enable a team ofvolunteers to contribute pins to a specific board. This board will focus on the depth ofgrassroots cooperatives and artistic creativity. By pulling relevant images found online and alsogoing out into the Seattle community and capturing snapshots that represent the exhibit, themuseum can appeal to an emotional element that will encourage people to visit the exhibit.Blog content creationThe Burke Blog has been an effective tool for promoting the museum’s exhibits and events,receiving 6,500 monthly visits in 2013 thus far. If the Burke forges partnerships withorganizations such as the Gates Foundation/Catapult and Girl Power Hour, as well as UWorganizations (described below), it should seek guest blog content from these partners. Thecontent can focus on sharing personal perspectives about the importance empowering womento improve their communities, particularly in developing nations.
8Facebook Advertising CampaignIn addition to organic engagement on Facebook, we recommend that the Burke leverageFacebook’s promoted posts to help boost interactions with content related to the EmpoweringWomen exhibit. We recommend that the Burke set aside a budget of at least $1,000. With thisbudget, we recommend that the Burke promote 10 posts for a lifetime budget of $100 each.Facebook has an advanced system that allows the advertiser to select a target audience. Werecommend that the Burke promote high-priority posts to the following audience: friends ofcurrent fans who are age 25-40, living within 20 miles of Seattle and interested incharities/causes and crafts/DYI. This will ensure that the advertising is reaching an audiencethat is likely to be interested in the exhibit. We recommend targeting one post a week for thefirst eight weeks of the exhibit. Then, in late September, we recommend targeting two posts atUW students and faculty.Integrate digital content creation and social sharing into the experience at the exhibit,helping drive word of mouth and start online dialogueInstagram contestThe Burke Museum should encourage its visitors to create and share digital content during theirvisit to help drive word of mouth about their experiences at the exhibit. This generatesincreased awareness and engagement as visitors share and discuss their content with their ownnetworks.We recommend that the Burke Museum hold an Instagram photo contest during the exhibit.The contest theme could ask participants to take a photo of the art or artist that most inspiredthem during the exhibit and to post the photo with the hashtag #burkeempowering. Thiscontest should be promoted online and through signage throughout the exhibit.The museum could select winners throughout the exhibit, highlighting the winning fan/photoon its Facebook and Twitter pages. The winner could receive small prizes, such as BurkeMuseum T-shirts. If the museum partners with Catapult, the winner could receive a gift card todonate to the Catapult project of their choosing.Leverage visitors’ experiencesThe museum should also create digital video content featuring real-life stories of people whoattended its exhibits. This content will help encourage participation from and engageaudiences. For example, the Facebook comment below about Artifact ID Day could be turnedinto a video story. The Burke should monitor conversation about attendees’ experiences on itssocial channels, as well as the rest of the web, to identify interesting stories to tell.
9Monitor review sitesWe recommend that the Burke Museum pay additional attention to consumer-to-consumerreviews and discussions on networks such as Yelp, Foursquare, TripAdvisor and Citysearch asvisitors are often discussing specific exhibits in these reviews. Additionally, people seek eachother’s opinions online, and review sites are a great resource for potential visitors.Currently, the Burke Museum has 8 tips on Foursquare, 34 reviews on Yelp, 10 reviews onTripAdvisor and 14 reviews on Citysearch. The Burke is ranked #74 out of 183 attractions inSeattle by TripAdvisor. Its rating on Yelp has drastically fallen from 5 stars to 2 stars in less than5 months.Better leverage the museum’s position on campus and as part of the UW communityUW communities are crucial to Burke Museum. The majority of the museum’s attendance
10comes from UW students and faculty members each year. Therefore, we recommend shiftingfocus to campus promotions in late September, when the school year begins. Because theexhibit will be in its final month, we recommend using the scarcity approach to highlight thatstudents and staff should see the exhibit before it’s gone.We recommend that Burke Museum increase the awareness of the Empowering Womenexhibit on campus through the following strategies:Media relationsThe Burke Museum has developed strong relationships with UW campus media through pastexhibits. It is reasonable to continue using on-campus media resources to increase the mediaexposure among the UW communities. We researched UW students’ experiences with themuseum and discovered that many students were not aware of the Burke’s exhibits, eventhough they are interested in such exhibits. A lack of media exposure holds back the goal ofincreasing museum attendance among UW communities. Therefore, the Burke Museum shouldemploy various ways to increase the awareness of its featured exhibit. As the most influentialmedia outlet on campus, the UW Daily is key for promoting the Empowering Women exhibit.UW Daily has formed a mature online platform that integrates news reporting with photogalleries and videos. The UW Daily is also very active on social media channels. It has more than3,500 fans on Facebook. The UW Daily reported on the Plastics Unwrapped exhibit, successfullybringing more student visitors to the museum. Therefore, the Burke Museum should make theUW Daily its first priority to promote the Empowering Women exhibit on campus. The museumshould provide the UW Daily with video and photo content to facilitate the creation of theirstory. The Burke should aim to place the story in the UW Daily the week of September 25, whenclasses begin.Collaboration across departmentsCollaboration across departments at UW will also help Burke to reach its secondary targetaudience for the Empowering Women exhibit. We recommend partnering with the UWDepartment of Gender, Women & Sexuality Studies. This department regularly holds lectureson a variety of women’s studies topics. This represents a good opportunity for the Burke topartner with the department and offer a lecture about women contributing to theircommunities around the world. They can bring in experts from the Burke anthropology divisionto talk about the exhibit during the lecture. The Burke Museum could also offer field tripactivities for undergraduate classes that related to women’s studies, such as GWSS 440:Reading Native American Womens Lives and GWSS 251:Introduction to Gender and Culture. Afield trip for these students would provide supplemental learning materials for the class whilealso increasing attendance to the exhibit. It is a win-win strategy.On-campus organizationsStudent organizations also have great impact among the student groups on campus. In order toincrease the awareness of the exhibit, the Burke Museum should seek assistance from studentorganizations that target women, anthropology students, as well as the international studentgroups. We recommend reaching out to the UW Women’s Center, FIUTS (Foundation for
11International Understanding through Students), the Partnership for Community and Diversity,Circle K and the American Indian Student Commission. All of these student organizations haveemail lists and some have social networking platforms to interact with their members. TheBurke Museum should contact these organization and ask them to help promote the exhibit.For example, these campus groups could help by distributing fliers about the exhibit, posting ontheir Facebook page or including a promotion in their email newsletter.TimelinePhase 1Pre-launchApril 1 - June 14 Conduct outreach to build partnerships Begin creating social content Begin promoting Twitter hashtagPhase 2Exhibit launchJune 15 – September 15 Launch Instagram contest Launch Facebook advertising Curate Pinterest board Begin posting regularly on Twitter and Facebook Conduct outreach with UW groups and departmentsPhase 3UW focusSeptember 15 – October 27 Media relations with UW Daily Begin promotions focused on UWBudget and ResourcesGiven the budget constraints, we have worked to keep our ideas fairly low-budget. The biggestrequirement is time and talent from the museum’s staff. Otherwise, our plan requires a $1,000budget for Facebook advertising. If the museum decides to partner with other groups andprovide related discounts, there would be associated costs in order to lower the price ofadmission. Additionally, our plans call for signage to promote the Twitter hashtag andInstagram contest; however, we believe this signage can be included in the graphic design andprinting work that will be done to prepare for the exhibit.Recommended MetricsWe recommend the following metrics for measuring the success of the digital marketing plan:
12Museum Number of museum attendeesWebsite/Blog Number of visits to exhibit webpages Number of views of exhibit webpages Number of visits to blog home page Number of visitors to relevant blog posts Number of page views of relevant blog posts Number of social shares of relevant blog posts Referral traffic to site and blogTwitter Growth in Twitter followers Number of relevant tweets sent Number of retweets of relevant tweets Number of replies to relevant tweets Number of favorites of relevant tweets Number of tweets using #burkeempowering hashtag Potential impressions of tweets using #burkeempowering hashtagFacebook Growth in Facebook fans Number of relevant posts Number of interactions (likes, comments and shares) on relevant Facebook postsInstagram Number of Instagram photos using #burkeempowering hashtagPinterest Growth in Pinterest followers Number of relevant pins Number of repinsAppendix A: SWOT AnalysisSWOT (STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS)STRENGTHS WEAKNESSES o Expert status and credibility (“The o Location Washington State Museum”) o Cost and availability of parking
13 o Strong reputation o Budget constraints o Resources for marketing and o Exhibit is solely focused on women- promotions how is this relatable to all peoples? o New user friendly website o Admission Fee o Research collections that are o Target audience is broad unique to the Burke o Infrastructure is dated o Exhibits have timely and relevant o New leadership/team members- content on a global and local scale the process of creating an exhibit is o Contemporary exhibits a new frontier for themOPPORTUNITIES THREATS o Heightened focus on collaborative o Seattle Art Museum recently had a communities similar exhibit o Potential partnership with UW o Competition with other Seattle departments/UW institutions museums and tourist attractions o Potential partnerships with Seattle o Proximity of Henry Art Museum businesses and museums o Interactive content o Always changing the exhibit- lots of things to learn at all times o Internet usage to reach new audiencesAppendix B: Behavioral/ Psychological SegmentationSocial • I am interested in learning about other people in other cultures • To go to a research based museum • A knowledgeable/constructive way to pass the time • Nice place to meet and spend time with friends/family • To visit the shop/caféIntellectual • Encourage children’s interest in culture and dynamics of artistry • Improve knowledge and global understanding of art and culture • Academic/professional interest in the subjectEmotional • To support woman-kind • Appreciate present situation of being in a developed and relatively safe country • Take a small walk in someone elses shoes • Introspection • To be connected to those in another part of the world
14 • Personal interest in the subjectSpiritual • Stimulate my own creativity • For peaceful, quiet contemplationAppendix C: Positioning map Cost of admissionConvenience oflocationBurkePacific Science CenterEMPSeattle Art MuseumAppendix D: Survey resultsWe conducted three surveys to help guide our research for this digital marketing plan. Thesesurveys focused on what motivates Seattle residents to attend museums; men’s interest inwomen-focused issues; and awareness of the museum on the UW campus.Museums in SeattleThe goal of this survey was to determine what motivates Seattle residents to attend museumsand to measure the importance of certain characteristics of museums. The Burke Museum hasweaknesses when compared to other local museums – its location is on the University ofWashington campus, far from the primary tourist destinations in downtown Seattle. Because ofthis location, we believe it is less well-known. Additionally, the cost of parking on campus isoften a complaint among visitors, who have to pay $10 most days to park on campus.This survey received 18 responses. Among the respondents, 89% had a bachelor’s degree orhigher while 11% had some college education. All by one respondent fell within the target age
15range of 25-54. The age group of 25-34 was the most prominent at 67% of respondents.Respondents were 61% female and 39% male.Two-thirds of respondents had visited a museum in Seattle one to three times in the past 12months. Four people – 22% - had not visited a museum, and two people had visited museumsfour to six times.When asked to choose the three Seattle museums they were most likely visit, Seattle ArtMuseum was the top choice, drawing 21% of responses. The Museum of Flight was second at13%. Museum of History and Industry and Pacific Science Center both received 10% ofresponses. The Burke Museum received 6%. Which Seattle area museums are you most likely to visit? The Center on Seattle Asian Art Contemporary Art Museum (CoCA) 4% The 2% Childrens Burke Museum Museum 6% 6% Seattle Art Museum EMP Museum 21% 8% Frye Art Museum 4% Pacific Science Center Henry Art Gallery 10% 4% Museum of Flight Olympic 13% Sculpture Park Museum of 8% History and Industry 10% Northwest African Nordic Heritage American Museum Museum 2% 4%When asked why they typically visit a museum, seeing a new exhibit was the top answer, at61%. Likewise, 61% of respondents said special exhibits were very important when deciding tovisit a museum, followed the museum’s collections at 44%. This is an important result, as we’llbe helping the Burke Museum promote a new exhibit for our final project.One-third of respondents said the cost of admission was a very important factor to consider.
16However, two-thirds of participants said that discounts/deals and the cost of parking were notimportant factors to them. When deciding to attend a museum in Seattle, how important are the following factors? Not important Somewhat important Very important Hours of operation 33% Discount/deal 67% Cost of parking 67% Cost of admission 17% Museum’s location 33% Museum’s collections 6% Special exhibits 11%Empowering Women exhibitThe goal of this survey was to determine the emotional/social/psychological attributes that willdrive men to support women and visit the Empowering Women exhibit. The target audience ofthe survey was men who are interested in art, culture and design with a primary audience ofthose 20 years and older. King County, Washington was the target geography, with apreference toward the University District and nearby areas. The secondary audience for thesurvey was male UW students under the age of 20.This survey sampled 15 men. The target audience was responsive and interested but lacksinitiative. The audience needs to be updated and engaged on a consistent basis. The group isinterested in contributing and participating in womenkind, art and culture and is eager to learn.The survey respondents showed a keen interest in growing their understanding of womankindand learning about cultures from other parts of the world. However, they did not proactivelyseek information about the subject matter. Therefore, a “push” marketing strategy needs to beemployed to reach out to men of all age groups. We recommend that the museum launch acompelling direct marketing strategy with an altruistic message inviting men to visit the exhibitand a social media campaign that discusses altruistic deeds toward women.
17UW students and the Burke MuseumThis survey aimed to find out more about UW students who attend the Burke Museum in orderto help us target the right audience for the Empowering Women exhibit.Five of the students surveyed had visited the Burke Museum prior to the survey while theremaining 11 had never been there. About half of the participants stated that they would beinterested in attending an exhibit at the Burke that focused on the empowerment of womenwhile the other half said no or were undecided.According to the survey results, which are directional, UW students do tend to have an interestin attending the museum’s Empowering Women exhibit. Most women were interested inattending the exhibit while a few women and most men are undecided or not interested. Withthis in mind, we will consider the best ways to reach men and get them interested in theexhibit. We can also conclude that we need to target social clubs, sporting, and academicevents for advertising the upcoming exhibit.