Vision = Value: Linking Mission to Marketing

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Information about Vision = Value: Linking Mission to Marketing
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Published on November 11, 2009

Author: SametzBlackstone

Source: slideshare.net

Description

Museums’ success depends in large part on the strength of their missions. But what if members and visitors at your institution don’t understand what you do— or don’t (yet) care? In this session, you’ll see how the Fuller Museum of Craft and the Harvard Museum of Natural History, two wildly different institutions with wildly different missions, successfully tackled the challenge of creating mission-based messages to drive attendance, membership, and giving. Leave with a checklist for how to put your mission into motion at your institution.

Co-chairs: Tamsen McMahon, Director of Digital and Strategic Initiatives; Sametz Blackstone Associates, MA; Brandon Walsh, Manager, Strategy, Sametz Blackstone Associates, MA

Presented at the New England Museum Association's 2009 Annual Conference.

Vision = Value: Linking mission to marketing New England Museum Association Annual Conference 2009 Nashua, New Hampshire 11 November 2009

Brandon C. Walsh, Sametz Blackstone Associates Manager, Strategy brandon@sametz.com, @calmstock, 617.266.8577 Gretchen Keyworth, Fuller Craft Museum Director Emeritus and Chief Curator Tamsen S. McMahon, Sametz Blackstone Associates Director of Digital and Strategic Initiatives tamsen@sametz.com, @tamadear, 617.266.8577 Speakers © Sametz Blackstone Associates 2

Sound familiar?

Managing multiple lines of business

Balancing diverse income streams

Answering to more affinity groups than ever

…through more channels than ever

Doing more with less?

So now what?

BRAND So now what?

But what does that mean?

BRAND ≠ LOGO © Sametz Blackstone Associates (And never did.) 12

decreasing distance from organization “home” …and development. Meet people where they’re coming from. Provide resonant points…”ways in.” Connect “what” to “so what” people which often also translates to increasing “length of relationship,” “dollars,” and “commitment” Brands link mission to marketing… © Sametz Blackstone Associates Awareness Support Loyalty Participation Comprehension

It’s a mosaic

So… how do we do it?

The steps

The steps 0 Research 1 Foundation 2 Constituents 3 Messaging 4 Visual identity 5 Action 6 Sustainability

0 research Know who you are, and what that means.

Research © Sametz Blackstone Associates Inside Outside Quantitative Actions Qualitative Staff Env. Motivations

Insight

1 foundation Be who you are, become what you want to be.

A brand foundation to build on © Sametz Blackstone Associates Desired Position Personality / Image Brand strategy / hierarchies Departure points Areas of endeavor Vision + mission Model Brand attribute(s) 22

© Sametz Blackstone Associates Four branding strategies Product / offering focus Corporate / institutional focus Product Endorsed Source Master

Four branding strategies Product / offering focus Corporate / institutional focus Product Endorsed Source Master

Four branding strategies Product / offering focus Corporate / institutional focus Product Endorsed Source Master

Four branding strategies Product / offering focus Corporate / institutional focus Product Endorsed Source Master

Four branding strategies Product / offering focus Corporate / institutional focus Product Endorsed Source Master

Identity 28

2 constituents Know who you serve, and why they care

Ticket buyers ≠ media ≠ donors ≠ partners ≠ volunteers ≠ board ≠ staff ≠ … © Sametz Blackstone Associates

Where they are © Sametz Blackstone Associates Group 1 Group 2 Group 3 Group 4 Funders and supporters often cut across all

For a museum… What they care about © Sametz Blackstone Associates Exhibition Education Outreach Capital projects Innovation

Resonance

3 messaging Use your messages, in their words

That which you stand for and seek to advance What your constituents care about, will participate in, and value Messages that motivate © Sametz Blackstone Associates 35

Where you can win! Start the conversation here. That which you stand for and seek to advance What your constituents care about, will participate in, and value Messages that motivate © Sametz Blackstone Associates 36

Evolving a message system © Sametz Blackstone Associates High-level message Customized for a specific constituency Areas of focus Initiatives, programs, opportunities Supporting stories Fact sheets, giving oppts 37

The Harvard Museum of Natural History encourages visitors to look closer and dig deeper into the history of our planet, and of all life on it. Most extensive collection of real artifacts in New England Exhibits, experts, and exchanges that connect visitors to the wonder and science of natural history Helps visitors interpret the past, live more aware of the present, and imagine the future Main messages © Sametz Blackstone Associates

A means to informally improve their critical thinking about natural history, and current issues in evolution, ecology, biodiversity, culture, etc. Unique travel programs that encourage people to develop a greater respect for and understanding of our natural world and our place in it Through exhibits, programs, and lectures, the Museum connects adult learners with an interest natural history to others with similar interests A unique public connection to science and scholarship at Harvard University Main messages, for adult learners © Sametz Blackstone Associates

A classic museum exhibiting rare research artifacts that is evolving into a new model for the presentation and promotion of natural sciences through nontraditional means of experience and interpretation Encourages the visitor to look closer, to form their own lines of inquiry, and to create their own narratives based on their observations and experiences—not the “push a button and watch what happens” kind of place The place to see the “real, cool stuff”—exhibits unique in New England. Main messages, for families © Sametz Blackstone Associates

Clarity

4 visual identity Look the part, be the part.

A mix of… Design that delivers © Sametz Blackstone Associates That which you can own Focused approaches Name(s) Color Logo(s) / logotype(s) Typography Taglines / modifiers Imagery Service marks Composition 43





Logo, anchor + Focus areas + Venue branding + Imagery + Transparent overlay + Accent color + Supporting imagery + Typography © Sametz Blackstone Associates= SYSTEM

© Sametz Blackstone Associates

© Sametz Blackstone Associates

© Sametz Blackstone Associates

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