Q&A Notes: been around 1959 15,000 objects 100,000 images children’s maritime discovery centre - games; interactive shit. 2014: - 51,500 people visited in 2014 VMM and heritage harbour Goals: · increase visitor numbers (any increase is good, havent sat down to discuss yet, anywhere around 10% increase is always good apparently). · increase public awareness · increase revenue (a lot comes from donors) - fundraisings; 1 annual fundraising event. gna start running 2 a year. - donors: maritime industry; donates in diff ways - (documents from NW passage, monetary, port metro vancouver donates.) · attract new audiences · build our brand funding is tricky, NFP organization. must apply every year to get money from city. rely on private fundraisers. marketing department ; lizzie brotherston (does advertising, promoting). · broad mandate how do we make vanier park known as a cultural destination? how can we get more press coverage? visitors: tourists families school programs retired people bday parties people get married *thursdays open late and it’s by donation. students come in during this night. brings in slightly different audience. marketing and communications: · moving to digital · four page ad costs around $1200?? · radio · mailship?; newsletters · free listing sites (very time consuming) · budget: 75,000 (media buy and production) includes: reprinting brochures, stationery printing, external PR consultants, · Audiences: who are u specifically targeting? tourists and families. gets kids engaged. want to try to bringing in a local audience like young adults. · as a brand, what do you want to be associated with: (niche market already) show people that maritime history relates to vancouver completely because its a coastal city. want ppl to see how their lives connects to maritime history. · word associations: dialogue Effective engage customers/ marketing techniques that have worked in the past: 1. being on the maps (for tourists). tourists need to find them on a map. 2. be in the brochure stands, (Certified) but very expensive. Combined brochure with space centre n’ shit. 3. Bloggers - vancouverisawesome. important to make it on “what to do in vancouver” lists. 4. the westender, courier (are these blogs?) 5. unique selling point: theme (maritime museum) Previous marketing techniques - Maps, brochures budget breakdown: 1. majority - general promotions; spending more digital because its easier to track. working with PR consulting company to help with press relationships contract fee willl take a chunk of the budget. 2) exhibitions and shit 3) programming and events do they use google anal? yes. also use photo blogs is there any confusion in terms of SEO and audience? Victoria lost its real estate,and doesnt have a physical location. popular days: · weekends obvs · closed mondays can be frustrating apparently · mid-week busier with school programs than visitors. · a lot more americans because of the dollar Challenges whe ...

1. Q&A Notes:
been around 1959
15,000 objects
100,000 images
children’s maritime discovery centre - games; interactive shit.
2014:
- 51,500 people visited in 2014 VMM and heritage harbour
Goals:
· increase visitor numbers (any increase is good, havent sat
down to discuss yet, anywhere around 10% increase is always
good apparently).
· increase public awareness
· increase revenue (a lot comes from donors)
- fundraisings; 1 annual fundraising event. gna start running 2 a
year.
- donors: maritime industry; donates in diff ways - (documents
from NW passage, monetary, port metro vancouver donates.)
· attract new audiences
· build our brand
funding is tricky, NFP organization. must apply every year to
get money from city. rely on private fundraisers.
marketing department ; lizzie brotherston (does advertising,
promoting).
· broad mandate
how do we make vanier park known as a cultural destination?
how can we get more press coverage?
visitors:
tourists
families

2. school programs
retired people
bday parties
people get married
*thursdays open late and it’s by donation. students come in
during this night. brings in slightly different audience.
marketing and communications:
· moving to digital
· four page ad costs around $1200??
· radio
· mailship?; newsletters
· free listing sites (very time consuming)
· budget: 75,000 (media buy and production) includes:
reprinting brochures, stationery printing, external PR
consultants,
· Audiences: who are u specifically targeting? tourists and
families. gets kids engaged. want to try to bringing in a local
audience like young adults.
· as a brand, what do you want to be associated with: (niche
market already) show people that maritime history relates to
vancouver completely because its a coastal city. want ppl to see
how their lives connects to maritime history.
· word associations: dialogue
Effective engage customers/ marketing techniques that have
worked in the past:
1. being on the maps (for tourists). tourists need to find them on
a map.
2. be in the brochure stands, (Certified) but very expensive.
Combined brochure with space centre n’ shit.
3. Bloggers - vancouverisawesome. important to make it on
“what to do in vancouver” lists.
4. the westender, courier (are these blogs?)
5. unique selling point: theme (maritime museum)

3. Previous marketing techniques - Maps, brochures
budget breakdown:
1. majority - general promotions; spending more digital because
its easier to track. working with PR consulting company to help
with press relationships contract fee willl take a chunk of the
budget.
2) exhibitions and shit
3) programming and events
do they use google anal? yes.
also use photo blogs
is there any confusion in terms of SEO and audience? Victoria
lost its real estate,and doesnt have a physical location.
popular days:
· weekends obvs
· closed mondays can be frustrating apparently
· mid-week busier with school programs than visitors.
· a lot more americans because of the dollar
Challenges when attracting customers:
· been there once, they don’t wna come back (how are the
annual memberships doing? they are keen to do a big drive.
readdress how it was done. want to show what the benefits are)
· cant compete with bigger budgets other places
graphic identity/ key messages:
· logo is constant
· keeping it visual (posting on instagram)
does the director do any speaking engagements or speeches?
· director is new, in place for only 1.5 years, used to be in the
RCMP

4. · staff is relatively new
· host board of trades once a year
· open to speaking with the press either the director or curator
main complaints/ negative feedback:
· ppl use: trip advisor and customer surveys are available at the
desk but not used often.
· exhibits sometimes look a bit outdated or tired.
· Front of house Staff (unsatisfactory customer service)
Main Positive Feedback:
· people are learning new historic facts based on Trip Advisor
Reviews
· Interactive (people can climb and go in Ships n shit).
· Trip Advisor; they don’t reply enough, tend to reply to the
nicer ones more. Twitter; tries to reply to every message
Social Media:
· do you tailor to the platform? No, due to time.
· Some budget goes to Facebook Advertising for Events
· hootsuite isn’t used that much, instead she uses the individual
platforms instead
Any Adult Events like Science World?
· Looking into getting musicians and stuff for Exhibit Openings
Overall Tone of Messaging:
· discovery
Goals:
· Increase visitor attendance
· Increase public awareness
· Increase social media engagement
· Increase Revenue from donors
· Preserve and share Maritime History

5. Objectives (SMART):
· Increase visitor attendance by 10% at the end of next fiscal
year.
Strategies:
· Association with local blogs such as: Westender,
Vancouverisawesome, and Vancourier.
· Partnership with tourist attraction customer touch points?
[what word am i looking for here]
1.
2. unique selling point: theme (maritime museum)
Audiences: who are u specifically targeting? tourists and
families. gets kids engaged. want to try to bringing in a local
audience like young adults.
Key Components:
Analysis and Evaluation of Key Components:
Internal:
External:
Graphic Identity:
Media and PR:
Owned Media:
· Facilities
· Physical museum
· Seasonal exhibits
· Permanent exhibits
· Signage
· No external signage on the outer portion of the museum, signs
exist that can be seen from the park side of the building. Signs
don’t showcase the logo.
· Uniforms
· light blue or Navy blue shirt
· Customer contact points

6. · Printed materials, publications
· Graphic identity
· One unanimous logo
· 5 colour variations
· recognisable building
· Social media, website
· https://twitter.com/vanmaritime
· https://www.facebook.com/vanmaritime?_rdr=p
· https://www.linkedin.com/company/vancouver-maritime-
museum
· https://vimeo.com/vanmaritime
· https://www.flickr.com/photos/[email protected]/
· https://www.instagram.com/vanmaritime/
· http://www.vancouvermaritimemuseum.com/
Earned Media:
· Public image management
· Media relations and PR
· Community relations
· Strategic philanthropy/Cause marketing
· http://www.vancouvermaritimemuseum.com/about/donate
· Trip advisor
Paid Media:
· Broadcast
· Print
· Brochure Stands
· Outdoor
· Direct
· Mobile, Online
·
Research:
Quantitative:
Qualitative:
Recommendations for the Future:
Short term:

7. Long term:
Justification:
Brida, J. G., Dalle Nogare, C., & Scuderi, R. (2015). Frequency
of museum attendance: Motivation matters. Journal of Cultural
Economics, doi:10.1007/s10824-015-9254-5
Skinner, S., Ekelund Jr, R., & Jackson, J. (2009). Art museum
attendance, public funding, and the business cycle. The
American Journal of Economics and Sociology, 68(2), 491-516.
doi:10.1111/j.1536-7150.2009.00631.x
http://kwantlen.summon.serialssolutions.com/?s.q=museum+atte
ndancew&spellcheck=true#!/search?ho=t&l=en&q=museum%20
attendance
Project Overview: The Professor will provide a local
organization to perform the project on. For this project, the
assigned organization is the Vancouver Maritime Museum
(http://www.vancouvermaritimemuseum.com). First, perform a
full communications audit, analyze the organization’s
communication activities and provide convincing marketing
communications recommendations for the organization to move
forward with. Second, deliver upon their recommendations with
a creative execution and media plan.
Phase One Communications Audit:
Perform a communications audit on the assigned organization.
You will need to research and analyze the current
Communications Plan including activities ranging from brick
and mortar facility, signage, uniforms, media activities,
advertising, public relations, community activities, websites,
publications etc. etc. which is the complete range of paid,
owned and earned media. Perform relevant market research as

8. part of your information gathering and subsequent analysis.
You will then need to make recommendations to the Marketing
Communications Plan based on your audit. Be sure to do the
necessary critique and analysis of the current strategy in order
to proceed with developing convincing recommendations.
You may wish to follow the following guidelines for your
Communications Audit. Avoid being descriptive, focus on the
analysis, key learnings and insights.
1. Key Concerns (goals,objectives,strategies,challenges,etc.)
2. Key Components to be
assessed(internal,externalcommunications,graphicidentity,media
& PR coverage, etc.)
3. Critically Analyze Key
Components(paid,ownedandearnedmedia).
4. Research:gather quantitative and qualitative data
5. Develop convincing recommendations for future
communication strategies and components
Be sure to include the following in your report:
· Marketing Objectives (specific targets that can be measured)
· Business situation (SWOT)
· Communication Goals (desired behaviour change)
· Current integrated marketing communications strategy
· Identification of all audiences (channel partners, target
market(s), employees, etc.)
· Positioning strategy and its effectiveness: relevant, credible
and compelling?
· Customization, personalization
· Interaction with target audience, feedback, service response
· External supplier resource structure
· Examples of logos, advertising, websites and pictures of the
facilities
· Blocking chart of marketing communication activities
· Budgetary spending for marketing communications activities
· Owned Media

9. · Facilities, customer contact points.
· Printed materials, publications
· Graphic identity
· Social media, website
· Earned media
· Public image management
· Media relations and PR
· Community relations
· Strategic philanthropy/Cause marketing
· Paid media
· Broadcast
· Print
· Outdoor
· Direct
· Mobile, Online
customer persona, for the following:
· Consistency, congruency of the parts
· Connectedness (do the parts talk to each other?)
· Completeness (any gaps?) Phase One Communications Audit
Deliverables:
· Prepare a Powerpoint presentation that will be presented to the
Professor on Feb 29, 2016.
· Presentations will be done in individual groups with the
professor. Each group will be provided a specific time for
their presentation. Be prepared to present your communications
audit findings and provide your main recommendations in the
oral presentation. Feedback will be provided on the spot to
students, prior to the start of the second phase.
· Provide a written report of the audit (maximum 7-8 single-
spaced pages). Note that table of contents, title page, appendix
and bibliography do not count towards the 7-8 pages limit.
· Business style writing is expected for the report. Grades will
be based on the quality of your analysis and research, and the
convincingness of your recommendations.

10. · A hard copy and electronic copy are both required for all
deliverables.
Phase Two Creative and Media Execution
In the second part of the assignment, your team will develop
both a media plan and creative concepts based off the
communication audit you developed in the first part of the
assignment. First, develop a creative brief to execute your
recommendations. Second, you will need to determine and
justify a media plan using the paid, owned and earned media
model. You’ll need to be resourceful and creative in how you
allocate your limited budget. In order to make this media
decision, you need to decide how to best leverage your core
creative idea, taking into account budget, media channels,
consumer behaviour, and target audience to create a campaign
that will generate the most effective response.
· Use all three elements of the paid, owned, earned media model
· Consider a “day in the life” when determining your media
choices
· Explain the rationale/support for your media choices
· Allocate your budget. Remember to use all of your budget
Lastly, develop creative concepts for the recommendations
based off your creative brief/media plan. Grades will be based
on the quality of your analysis and research, and the quality of
your creative concepts.
· The creative concepts should involve at least two different
media types (i.e. print, broadcast, outdoor, online, direct mail,
event marketing, etc).
· Apply theory and principles you are learning throughout the
course
· Consider the following when developing your 2nd assignment
creative concepts:

11. Cohesion – Are all the campaign components creatively
cohesive based on the channels you’ve chosen? Does the
creative link to each other, if necessary? Does the work include
the executional mandatories?
Tone and Manner – Does the copy talk to the desired target
audience in an appropriate tone and manner (is it arresting,
involving, engaging)? Does it do a good job of positioning,
explaining the product/service?
Brand Personality – Are the images, colours and/or graphics
used appropriate to the target audience?
Call to Action – If required, is the call to action clear on what
the reader needs to do to? Are the response channels referred to
effectively?
Unique Selling Proposition – Does the overall concept
differentiate the product/service?
Rationale – What was your rationale behind the channels you
selected and how do they align with the target audience in your
written report?
Overall – is this a compelling and well-executed creative
package? Is the core creative idea delivered in a visually
appealing and effective way?
Phase Two Creative and Media Execution Deliverables:
· Provide a creative brief – maximum 2 single-spaced pages
· Provide a media plan - maximum 3 single-spaced pages.
· Note that table of contents, title page, appendix and
bibliography do not count towards the page limits.
· Two creative concepts can be attached to the back of the
report in the appendix.
· Business style writing is expected for the report.
· Each group will present to the class in the final week of the
course a 15 minute presentation of the project. A copy of the
PowerPoint should be provided to the Professor at the start of
the presentation
· A hard copy and electronic copy are both required for all
deliverables. Written Report Suggestions and tips My
challenge to you is to present your report in a concise and

12. professional manner.
· The use of subheadings and bullet points where appropriate is
encouraged. A poor report will be too long, repetitive and
difficult to follow. Tables and charts should be properly
labelled and explained, with conclusion statements. Use 12 font,
Times New Roman. All reports must be free of spelling and
grammar errors. The written report will be marked on the basis
of an appropriate standard of research, content, and
organization of material.
· Full use of theory, well applied – must use many relevant
concepts & theories as covered in class lectures and readings
· Extent and use of research; Meaningful, in-depth analysis –
must use the ideas from research
· Correct English/grammar, professional format. Up to 100% of
a project’s assigned grade may be lost for non-
professionalism
· Use of APA Essential. http://libguides.kpu.ca/citations
· NOTE: the signed Academic Honesty Statement online
submission MUST be completed before the report is reviewed
MRKT 3211
Communications Project Evaluation Sheet – PHASE ONE
Grades will be based on the quality of your analysis, research
and recommendations, and the quality of your
presentation. Details below:

13. PHASE ONE
WRITTEN REPORT GRADE MARK
Key Concerns /5
Goals
Objectives
Strategies
Key Components /5
Internal
External
Graphic Identity
Media & PR
Analyze & Evaluate Key Components /5
Owned Media
Earned Media
Paid Media
Research /5

14. Qualitative
Quantitative
Recommendations for the Future /10
Short term/long term
Quality & Convincingness
Total Written Section /30
(see next page)

15. 2
PRESENTATION
Criteria Expectations
Presentation Content Content presented was important, relevant,
applicable to the project
Content was focused on strategic insights and analysis
Unique findings were well-supported and go-forward plans were
clear and
relatable.
Content was well-summarized without gaps to create logical
connections.
Persuasive recommendations for the client to move forward
with.
Professional Presentation
Style
Creativity, originality
Effective use of multi-media
Professionalism (preparedness, clear role assignments, flow
etc.)
Made effective use of time for formal presentation
Answered questions and supported recommendations
Professional Presentation
Delivery
Eye contact
Body language
Voice, volume, projection, pace

16. Clarity, articulation
Teamwork Team demonstrates professional presence
All members participate actively and contribute readily
Presentation mark /10
Grand Total Phase One /40 Marks
Other Considerations/Possible Penalties
– written report,
academic honesty statement) (Lose 25% of mark)
stapled, Failure to follow project instructions,
etc. (Lose up to 100% of mark)
r Evaluation assessment (will affect individual mark only)
contents page, appendices, bibliography)
– Lose 10% of mark per extra page
– must use many relevant
concepts & theories as covered in class
lectures and readings
instructions

17. -depth analysis – must use the ideas from
course theory and research.
discretion