MUSEUM MARKETING: A MARKETING PLAN FOR THE MUSEUMS AT BLACKHAWK
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Authors
Clearwater, Cynthia K.
Issue Date
1991
Type
Capstone
Language
en
Keywords
1. Final Projects (Museum Studies) 2. Museums--Marketing . 3. Museums--Call fcirn i a-- Blackhawk. 4. University of California, Berkeley. Museum of Art, Science, and Culture. 5. Behring Auto Museum.
Alternative Title
Abstract
The purpose of the development of a marketing plan was to assure short-range audience growth and long-range institutional prominence for the Museums at Blackhawk. The Museums are in the introductory phase of their lifecycle -- the Behring Auto Museum was opened in August 1988 and the UC Museum was opened in June 1991. The Board and Director want cost effective marketing campaigns based upon information about current and potential audiences, competition from other museums in the area, external trends and internal resources, and appropriate methods of communication with target audiences. A marketing plan provides a disciplined appraisal of the environment, goal setting which will minimize failure, and strategies for the application of resources where they will be most effective.