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MarketingDepartmentPresentationMidwayVillageMuseum2017
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- 2. Midway Village Museum 6799GuilfordRoad.Rockford.IL •History Midway Village Museum was organized in 1968 by the Swedish, Harlem and Rockford Historical Societies for the purpose of collecting, preserving and interpreting the history of the Rockford area. • Growth In 1972, the original museum site was located on 11 acres donated by the Severin Family; today the site is 148 acres. The original 10,000 sq. ft. Museum Center facility opened in 1974. Today, the 60,000 sq. ft Museum Center houses exhibition galleries, collections storage, classrooms, workrooms, administrative offices, library, audio-visual room, and the Museum Gift Shop. The collections have grown to over 150,000 objects, including three-dimensional pieces, structures, textiles, and archival material. The largest expansion to the museum to date, is the Many Faces, One Community gallery, a touch-friendly and immersive exhibit related to the immigrant experience. • Victorian Village The development of Midway Village began in 1974. The Village is representative of a typical rural town in Northern Illinois at the end of the 19th and the beginning of the 20th century. Midway Village features 26 historical structures, including a general store, hardware store, print shop, blacksmith shop, schoolhouse, town hall, police station, plumbing shop, bank, hotel, hospital, fire station, church, barber shop, law office, two barns, and four farm houses. • 2016 Attendance Increased 8% in 2016 to 72,124 visitors from 66,812.
- 3. Mission Midway Village Museum,the best institution for collecting, preserving and interpreting the history of the Rockford region, is committed to educating and enriching our community by providing state-of-the-art exhibits, programs and events.
- 4. The Museum Products RevenueStreams to Accomplish Mission Special Events Attendance School Program Attendance Rentals of the Property Gift Shop Merchandise Purchases Sponsorships Memberships Endowments Donations Tours Day Camps General Admissions
- 6. Expanding The CustomerBase • Brainstorm the product(s) audiences with internal and external groups examples, current visitors; members; board members; committees; chamber staff and tourism staff, and area educators • Know existing customers/visitors demographics though surveys, interpersonal communication and observation of their purchasing and attendance trends • Survey current audiences at events, and other functions for input on demographics and visitor experiences • Research/Observe current industry trends both online and though networking on the local, state and national levels • Partnerships and Collaboration with others with similar missions and goals
- 7. Museum Marketing Strategies MidwayVillage Museum Marketing Strategies combine traditional marketing tactics including radio, television and newspaper advertising, flyers, posters, and direct mail with emerging and new marketing trends such as online email campaigns and the use of social media.
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- 10. Community Outreach –Booths
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- 13. Links To TheMuseum Website
- 14. Visual Content &Written Content
- 15. ROI – Evaluation Evaluationin the Marketing process is a MUST! • How To Evaluate & Frequency (monthly at the museum) Income vs Expense Reports Ask Survey Customer/Visitor Metrics of Website Reach and Social Media Engagement Observation/Trends of Customer/Visitor • Why Evaluate Budgeting Purposes = Where To Place the $$ Time Management = Where To Place Resources Compare Results Yearly To Communicate with Share Holders Celebrate Successes
- 16. Museum Five-Year Goals •Grow and Strengthen The Museum As An Educational Institution • Increase Visitation to 75,000 people • Grow the Endowment to $2,250,000 to assist in the loss of government funding at 100,000 per year
- 17. Museum Five-Year Goals •Create Natural Collaborative Partnerships with various organizations as we integrate the museum with the community and be a catalyst for programming • Make the museum’s collection more accessible to the public a) to enhance the museum’s reputation by the installation of exhibits related to Rockford’s social and economic history and b) use new technologies in digital form
- 18. Marketing Challenges In TheLast Five Years . Lingering Recession . Local/Regional Competition for Tourist Dollars . Consumer Spending Down . Decline in Museum Tax Dollars . Shrinking Marketing Budget Dollars . Emerging Social Media & Training . Struggle to Provide Engaging Original Content . Reduced Museum Work Force - Staff
- 19. Consumer Surprises • 8%Attendance Growth in 2016 • Consumer Confidence is Improving • Consumer Spending Up In Many Museum Areas • Educational Revenue Increases • Rentals Revenue Increases • Donor Revenue Remains Strong • Sponsor Commitments Remain Strong • Daily Walk-in Visitor Revenue Increases • Endowment Funding Growing • Strong Emphasis on Membership Continues
- 20. Marketing External Resources •Rockford Chamber of Commerce & Nearby • Rockford Visitors & Convention Bureau & Nearby • ChicagoFun, Chicago Parent • Regional School Districts • Regional Magazines – Northwest Quarterly • Rockford Register Star and Other Newspaper • Social Media and Other Online Opportunities (Calendar of Events) • Businesses including Locally Owned & National Franchises • Media Broadcasting Outlets • Community Festivals • Professional Associations • Community Clubs & Groups • Re-enactors and other affiliate groups of the museum • Board Members, Volunteers, Staff, Former Board Members & Staff • Gather Networking Contacts To BRAINSTORM new opportunities!
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