Transcript USS Midway Museum

USS Midway Museum
Building a Sustainable Future for All Generations
Jacobs and Clevenger Casewriters’ Workshop
October 2015
Blodwen Tarter
Golden Gate University
Then …
Active service 1945-1992
Photos Courtesy of USS Midway Museum
… Now
San Diego maritime museum
2004-today
Photos courtesy of USS Midway Museum
Photo courtesy of the case author
Learning Objectives
• Develop a long-term marketing strategy.
• Address the museum marketing issues of
– individual ticket sales
– membership
– revenue-generating events
Learning Objectives
• Design shorter-term marketing tactics to
meet specified objectives
– overall IMC plan for an experiential museum
and event location.
– focus on specific components such as social
media marketing, partnerships, digital
marketing, event sponsorship, direct
marketing, or public relations.
Learning Objectives
• Target audience(s)
– Define a target audience, select appropriate
media, construct actionable offers that result
in measurable outcomes, such as revenue.
– Demonstrate an understanding of
generational cohorts as targeted segments
and develop specific marketing
communications programs to reach and
influence each segment.
Versatile Uses
Suitable for general courses in:
• integrated marketing communications,
• advertising, direct marketing,
• digital marketing
• social media marketing
Specialized courses in
• not-for-profit management and marketing not-for-profits
• tourism marketing
• museum marketing
Versatile Uses
• Specific discussions on
– consumer behavior with respect to generational (age)
sub-cultures and reference groups (e.g. the military)
– customer relationship management and segmentation
– creative strategy and execution
– media planning
• Flexibility to focus at the strategic or the
tactical level or both
• Undergraduates and graduates, appeals to
veterans
The USS Midway Museum
• 1.2 million annual visitors to the ship
• educational programs for >50,000 local
students
• host 700+ corporate and civic events on
board each year
• built capital fund to $20 million by 2014
• profitable since its first month of
operations in 2004
The Situation Analysis
The First Ten Years
• Intro to the USS Midway aircraft carrier
• Overview of the USS Midway Museum
– History
– Existing marketing methods and benchmarks
– Financial performance
The Situation Analysis
The First Ten Years
Initial strategies leading to current success
1. Leverage those who have a stake in our
success.
2. Own the patriotic holidays.
3. “Hunt where the ducks are.”
4. Become a community resource.
5. Become a national resource.
Current Issues
The Next Ten Years
• Become “America’s living symbol of
freedom”
• “Preserve the historic USS Midway and
the legacy of those who serve, inspire and
educate future generations, and entertain
our museum guests”
Current Issues
The Next Ten Years
• Recognized need to update marketing strategy
for the next ten years. New tactics needed.
• Target generations (WWII Greatest Generation,
Silent Generation and Baby Boomers) are aging.
• Must attract more Gen X and Gen Y/Millennial
parents as well as their children (Gen Z).
• Retain the engagement of the older generations
upon which the initial success of the Museum
has relied.
Discussion Areas
1. Who are the customers of the USS Midway
Museum today? How does the Museum
generate revenue to support its mission?
2. The USS Midway Museum has been
successful for ten years. What has
changed that is causing the Museum to reexamine its marketing approach?
Discussion Areas
3. The USS Midway Museum wants to
appeal to all generations.
– Describe the different generations and their
relevant characteristics.
– What makes the Museum appealing to each
of these generations?
– How can these segments be more clearly
defined?
– How else might the Museum segment its
target audience?
Discussion Areas
3. Among the different possible targets,
which one(s) should the USS Midway
Museum focus on? Why? What
messages would grab the attention of
these segments?
4. What are the pros and cons of different
media for reaching the targeted
group(s)?
Discussion Areas
At the end of the case, students are specifically
challenged to:
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Diversify and increase attendance on the ship.
Increase attendance for on-board student events.
Generate revenue in the form of museum ticket
sales, membership dues, and fees for on-board
corporate and private events.
Remain relevant and engaging to future generations
in the context of an authentic historic artifact.
Alternative Case Uses
• Select a specific medium for consideration and have
students present their analysis and recommendation
(“include” or “don’t include”).
• Focus on a specific approach (such as public relations or
direct marketing). Ask students to develop several
alternatives with the pros and cons of each. Debate the
alternatives and choose which to pursue.
• Select something not specifically identified in the case
and ask students to suggest a way to utilize that marcom
method in the future. For instance, how might the USS
Midway Museum utilize direct email?
The Curriculum Challenge
• Thinking about not-for-profits
• One-time (or infrequent) sales vs repeat
purchases; variety of objectives
• Considering different generations
preferences for different media
• Significantly different audiences:
– Tourists, locals, international visitors, event
planners, vets
Case Resources
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Financial statement
Photos
Info on ticket prices
Membership benefits at different levels
Example of on-board marketing
The website midway.org
Contact Information
Dr. Blodwen Tarter
Golden Gate University
[email protected]
415-442-6587
Source: http://www.midwaysailor.com/midwaypatches/index.html