Home > Courses > MUSEUM METHODS | Elizabeth Kryder-Reid

Modules: | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | Exercises: | 1 | 2 | 3 |4 | 5 | 6 | 7 | 8 |
Assignments: | 1 | 2 | Handouts: | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 |
Bibliographies:| 1 | 2 | 3 | 4 | 5 | 6 |        Syllabus

Lesson Plan: Museum Marketing, Membership, Public Relations, and Development

1. Marketing: "introduce the museum product" based on McLean
   • the museum product
   • managing the product
   • communicating the museum product
   • implementing the marketing effort
   • exercise: using SWOT analysis already done, identify the target audience and key communication channels for a Freetown marketing plan (note: this will help prepare for a take home assignment)
2. Membership
   • levels
   • determining benefits
3. Public Relations
   • tools of media relations (media advisory, news/press release, news conference, opinion editorials, editorial board meetings, letters to the editor
   • the press release (note - this is a take home assignment due at the end of the semester)
4. Development
   • overview
   • the fundraising cycle
   • the capital campaign
   • the art of the ask
   • exercise: - role play major gift solicitation (potential donor/prospect, board member (peer of prospect), museum director, and capital campaign consultant or staff development officer)

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© 2003 MATRIX
Project Director: Anne Pyburn
Indiana University Bloomington