Marketing Objectives of White Rock Museum and Archives
The following are the marketing objectives of White Rock Museum and Archives:
- Achieve at least ten percent of the traffics to the museum for the next fiscal year.
- Expand awareness from a small community to a broader community
- Have social media outlets and attract new customers via these social media outlets or platforms.
- Broaden its role in culture and arts and, formulate and maximize partnerships that have young students visit White Rock Museum and Archives through school programs such as the partnership with KPU and enhance collaboration with the creative sector.
- Contribute to economic development of White Rock city through creative art and culture led development.
- Improve arts and cultural infrastructure by providing an adequate number of cultural facilities and arts to espouse event hosting and expanding program participation.
- Increase it range of artistic opportunities, arts programs and cultural festivals to enrich its services and attract new customers.
- Improve community engagement, participation and the visibility of culture and arts by promoting the value of arts and culture.
Marketing Objectives of White Rock Museum and Archives
Business Situation (SWOT Analysis)
|· Partnership with Semiahoo First Nation for events.
· Growing spending and interest by baby boomers in cultural performances, arts and culture activities, events and products.
· Increasing diversity in White Rock Museum suitable for expanding programs, arts and culture activities and events.
· Developments in the town center that will increase density and consequently prospective customers.
· No direct competitors in the city of White Rock.
· Opening for longer hours to accommodate more visitors.
|· Some local arts and cultural groups are losing patience with the copious planning work, as well as, restricted action by the museum.
· There is a public perception that White Rock Museum and Archives is losing its authenticity and professional artistic talent may be imported from larger urban centers.
· Private art galleries have left White Rock due to rising gallery/studio building rental rates.
· Many Washington and British Columbia communities are positioning themselves as arts and culture visitor destinations, thus posing a threat to White Rock Museum and Archives.
· Inadequate money for new changes and paying back creditors.
|· Most people come into the museum and archives and leave from there.
· Many American visitors, particularly during the holidays.
· Near bus stop.
· Support from the City of White Rock through sponsorship, publicity tools, event hosting resources, staff and programs.
· Technology that helps in creating awareness of White Rock Museum and Archives and facilitating bookings and tours.
· Close proximity to large metropolitan areas such as Seattle and Vancouver.
· Positive image as the home of many renowned artists and considerable artistic talent, that is, painters, sculptors, culinary artists, dancers, photographers and musicians.
· White Rock Museum and Archives is an incredible museum for a small community and it is also a gem by the sea with a wall devoted to Semiahmoo.
· Beautiful location for people to visit.
|· Passionate volunteers and arts and cultural agencies.
· Technology that presents new ways of getting more visitors.
|· The beach that is White Rock Museum and Archives’ main competition, but is also the biggest draw for the museum.|
|· A relatively meager museum, with only little amount of antique items.
· Utilizes most of its space on something that is not related to history, such as painting and kids playing area.
· No obvious sign outside the museum.
· Lack of a marketing plan and marketing staff, hence, the museum does most of the marketing itself.
· No social media platforms to create more awareness about White Rock Museum and Archives.
· Lack of uptown vibrancy at night.
· Small pool of volunteers for organizing programs, committees and festivals.
· Low number of visitors in seasons such as Autumn and Winter, with summers being the busiest.
|· Raising $1,000,000 to revitalize the museum display. While White Rock Museum and Archives will incur costs, the revitalized museum will offer more attractive and captivating arts and culture exhibitions.
|· Insufficient manpower to run programs with schools.|
Marketing Objectives of White Rock Museum and Archives
White Rock Museum and Archives’ specific target audience is people between 20 to 30 years of age. The current audience of the museum is composed mostly of older individuals with 63% being 65 years and over and 35% being 40 years and over (City of White Rock, 2018). White Rock Museum and Archives has a staff of nine part time paid staff and twenty-five volunteers. It has a membership of approximately one hundred and twenty individuals, with most being renewals and about ten new members annually.
White Rock Museum and Archives’ annual budget is approximately $200,000 and half of its annual budget funds, that is, $100,000 come from the city of White Rock (City of White Rock, 2018). Through its strategic partnership with the provincial government of the city of White Rock and the province of British Columbia, White Rock Museum and Archives has managed to acquire funding in the form of a $500,000 grant to finance its renovation and revitalizing plans for the museum that are estimated to cost $1,000,000 (City of White Rock, 2018). White Rock Museum and Archives also partners with young artists who come in and describe their art and schools or groups such as KPU and Trinity Western University to showcase art and cultural activities such as the Art Wall program to students, teachers and parents. Other stakeholders that form part of the audience of White Rock Museum and Archives include the members of the museum, employees of the museum, that is, the nine part time paid members of staff, as well as, volunteers.
The biggest challenge is to attract this new demographic or young target audience of between twenty to thirty-five years of age since they do not quite understand what people in their 20s and 30s want in terms of art and culture. However, technology with regard to digital marketing skills employed by White Rock Museum and Archives is proving to be useful in reaching out to this target audience and getting them to visit the museum. For instance, numerous visitors came to White Rock Museum and Archives after getting promotional emails about the art and cultural activities available at the museum. Moreover, social media, particularly Facebook has assisted White Rock Museum and Archives immensely in creating awareness, getting new artists to display their art and domestic and international customers to visit the museum.
Positioning of White Rock Museum and Archives-marketing Objectives of White Rock Museum and Archives
White Rock Museum and Archives is a community organization that is dedicated to preserving and promoting local culture and history. It is located in the historic White Rock Train Station building on the beach. Visitors and residents of the city of White Rock can learn about the history of the locals and also enjoy a walk along the pier, promenade while visiting the many restaurants and shops along Marine Drive. White Rock Museum and Archives features a permanent history of White Rock exhibit and other exhibits throughout the year. The museum has more than seven thousand artifacts amassed by the community since 1978 that relate to fine art, early settler history and natural history collection.
In terms of value proposition, White Rock Museum and Archives is interested in material artifacts that have significance to families, individuals or a broader community, but is committed to professional standards of preservation, documentation, exhibition, research and interpretation of its collections. Diversity is also a key value proposition. As such, White Rock Museum and Archives accommodates both old and young audiences. For instance, the museum has a permanent children’s gallery to encourage children to take an interest in arts and culture on top of its various adult-oriented galleries. Most of White Rock Museum and Archives’ galleries and exhibitions are funded by the City of White Rock, as well as, the Province of British Columbia.
Competitor Analysis-marketing Objectives of White Rock Museum and Archives
White Rock Museum and Archives has no direct competitor in White Rock. The biggest competition to White Rock Museum and Archives is the beach in terms of attracting visitors in the city of White Rock. However, the beach is also the biggest draw for White Rock Museum and Archives since residents and domestic and international tourists visiting the beach also get to visit the museum. Many Washington and British Columbia communities positioning themselves as arts and culture visitor destinations may bring competition to White Rock Museum and Archives in a provincial capacity. However, in the city of White Rock, White Rock Museum and Archives still has no direct competitor.
Internal Decision Making Structure
The internal decision making structure comprises mostly of the nine part time paid workers. The workers tasked with making internal decision include Karin Bjerke-Lisle, the Executive Director, Vanya Peacock, the Development Assistant, Shelly Copping, the Bookkeeper, Kate Petrusa, the Curator, Hugh Ellenwood, the Archives Manager, Elsa Wong, the Museum Shop Assistant, Janice Kuppers, the Train Plaque and Visitor Services Coordinator, Jill Wilchek, the Museum Shop Assistant and Debbie Magson, the Development Coordinator.
The internal decision making structure also involves members. There are opportunities for people to become members of the museum by paying annual membership fees so as to enjoy special VIP privileges and discounts such as voting privileges at the Annual General Meeting and opportunities to serve on the Board of Directors where they make decisions.
External Resources Structure-marketing Objectives of White Rock Museum and Archives
Given that White Rock Museum and Archives depends on external funding and donations to maintain operations, the most influential external resource is the city of White Rock and the province of British Columbia. By funding its annual budget and revitalizing plans, the city of White Rock is a key component of White Rock Museum and Archives’ external resource structure.
The external resource structure is also comprised of volunteers and donators. White Rock Museum and Archives provides an opportunity for volunteers who want to work in the public eye, as well as, those who want to work quietly behind the scenes. People who donate unique objects from the present and artifacts from White Rock’s past to share with the communities of the future contribute to the external resources structure of the museum. White Rock Museum and Archives also has external resources in the form of online resources such as online newsletters.
City of White Rock. (2018). Annual Reports. Whiterockcity.ca. Retrieved 28 February 2018, from https://www.whiterockcity.ca/EN/main/city/documents-library/annual-reports.html