The document discusses the 5-M model for interpretive planning at museums. The 5-M model includes Management, Message, Markets, Media, and Mechanics. It provides guidance on developing an interpretive plan, including defining the central theme and subthemes, choosing appropriate media types, and ensuring good management and audience considerations. The goal is to create a plan that guides an engaging visitor experience and clearly communicates the purpose and significance of the site.

1. What s Your Story?
Interpretive Planning with the 5-M Model
Lisa Brochu • lbrochu@interpnet.com

2. What Makes Your Museum Meaningful?
• Collections
• Compelling Stories
• Emotional and Intellectual Connections
(Tangibles and Intangibles)

3. Why an Interpretive Plan?
• Keeps the project on track with clear
objectives.
• Provides a way of explaining the project to
funders, supporters, designers, fabricators
and others.
• Provides an evaluation tool at every
phase.

4. The 5-M Planning Model
Management Message
Media
Markets Mechanics

5. Management
• mission, goals, objectives
• policies & regulations
• key issues
• revision and update strategies
• operational resources
– staffing
– budget
– facilities & equipment
– maintenance

6. Logic Model
• Impact (benefit you’re trying to achieve
over the long term - for the resource,
agency, or individual)
• Outcomes (observable behavior changes,
either immediate or short term)
• Outputs (what you provide through media
choices)

7. Markets
• product - what you have to offer
• price - perceived value
• place - relationship to what s around
• promotion - how do people know about
you
• publics - market segmentation
– users & support
– existing & potential

8. Message
• Why is this place or
collection significant?
• What interests
visitors?
• What is management
most interested in
communicating?

9. Theme = Power
• It s what sticks
• Thorndyke s 1978 research
• People forget facts, but remember themes
• Ham s Lindblad study

10. Message Development
Resource
Management
Audience

11. Developing the Message
• Central theme - the message behind the
collection
• Subthemes - framework for stories
• Storylines - individual ideas

12. Thematic Framework
Central Theme
Subtheme A Subtheme B Subtheme C
Storyline Storyline Storyline
Storyline Storyline Storyline
Storyline Storyline Storyline
Storyline

13. Central Theme Characteristics
Ü Should include tangible/intangible connection
Ü Should include visitor, management, and
resource considerations
Ü Should be a simple sentence
Agriculture sowed the seeds of change for 20th
century Boulder County.

14. Subtheme Development
Ü Groupings of stories
Ü Miller s 7 plus or minus 2
Ü Should reflect the language of the theme
Ü May dictate development of site or building
layout, but may not

15. Storyline Development
• Theme of the piece (exhibit, brochure,
sign)
• Message elements
– Facts
– Anecdotes
– Quotes
– Illustrations
– Graphic design

16. Mechanics
Large Scale Design Balance
– Site or landscape features
– Facilities and buildings
– Interpretive stories

17. Visitor Experience Model
Decision
Entry Connections Exit
Commitment

18. Mechanics
Smaller scale
– Functional
relationships
– Accessibility
– Space programming
– Placement
– Physical opportunities
& constraints

19. Media
• Publications  Products for children
• Signs  Demonstrations
• Exhibits  Living history
• Souvenirs  Audio tours
• Food items  Landscape features
• Visitor centers  Art & sculpture
• Auto tours  Playscapes
• Guided tours  Drama & music

31. Texas State Aquarium

39. China National
Tea Museum
Hangzhou#

53. The care of
rivers
is not a
matter of
rivers,
but of the
human heart.
--Tanaka Shozo