The document outlines the Wisconsin Maritime Museum's business goals and recommendations based on a digital marketing audit and target market analysis. Key strategies include improving website usability, increasing digital engagement through social media and email marketing, and enhancing paid search efforts to attract history buffs and families. Success metrics are identified to measure attendance growth and audience engagement.

1. Tallie Fote, Chloe Gunderson, Anders Larsen, Yiting Liu, Paul Marik

2. Agenda
I. Business Overview and Goals
II. Digital Marketing Audit
III. Online Listening Analysis
IV. Target Market
V. Recommendations
VI. Measurement and Evaluations

3. The Wisconsin Maritime Museum has a rich history.
Founded in
1968
USS Cobia
donated in 1970
Wisconsin Maritime Museum grows as leader in
Great Lakes research and marine preservation
Current: Mid-Lake
Michigan Proposed
National Marine Sanctuary

4. WMM Goals
1. Find new audiences to support
attendance growth.
2. Grow awareness of the Wisconsin
Maritime Museum.

5. Digital
Marketing Audit

6. WMM does well on social, but could
benefit from a better website.
● Good content creation
● Struggling with the website
○ No call-to-action
○ Hard to navigate as a user

8. Competition has a more user friendly website.

9. Call-to-actions can influence behavior.

10. Online Listening
Analysis

11. General positive sentiments
Common Phrases Used:
● Manitowoc Maritime Museum
● Sub(s)
● U.S.S Cobia
● WWII
Sentiments: (4.55/5)
● Overall positive with only 2
negative reviews

12. Review Distributions
Reviews:
● Facebook (522)
● TripAdvisor (394)
● Google map (209)
● Yelp (18)
● Twitter (2 tweets from one magazine)

13. Target Markets

14. 1: History Buffs

15. 2: Parents with Children (ages 7+)

16. Share the experience with both!

17. Recommendations

18. Utilize Paid Search
Things to do in Manitowoc
Manitowoc attractions
Kid friendly museums
Submarine
WWII ships
WWII subs
Submarine tour
Sub tour
Historical experience
Maritime museum
Marine museum

19. Adopt responsive design for better user experience.
Wisconsin Maritime Museum Door County Maritime Museum

20. Engage audience with interactive design.
- Currently have a link to TripAdvisor reviews
- Should embed social media comments

21. Use Call-to-actions to drive user behavior.
- Email list sign up
- Social Media bar
- Search bar

22. Sell the experience on Facebook.

23. Email marketing is effective and cost-efficient.

24. Measurement
and Evaluation

25. How we will achieve success:
● Goal #1: Increase attendance through
digital marketing
○ Attendance rates
● Goal #2: Increase awareness and
engagement of the museum
○ Engagement rates from Google
Analytics
○ Email click through rates
○ Facebook click through rates
○ % of sessions with new users

26. Measuring Success
● In-person traffic - 5%+
● Email lead generations - 15%+
● Facebook Page - 5%+
○ Advocacy metrics
■ Likes - 1 point
■ Comments - 3 points
■ Shares - 5 points

27. Conclusions
● Target History Buffs and families with children aged 7+
● Revamp website to be mobile friendly, search optimized, and have a
clear CTA
● Begin paid search campaigns for tourism, WWII attractions, and marine
experiences
● Utilize email marketing to foster relationships with audience
● Utilize Facebook custom audiences to users who have signed up for
their email list

28. Questions?