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Marketing Plan Proposal Rev 0 – Chandler Museum Foundation The Museum Foundation promotes the Chandler Museum to enable the sharing and preservation of the cultural history of Chandler. We achieve this through Fund Development for exhibits, events and educational programs, advocacy, and special initiatives. Marketing plan proposal for the Chandler Museum Foundation involves outlining strategies to effectively promote the museum, attract visitors, and secure funding for exhibits, events, and educational programs. Suggested Actions: 1. Value Proposition • Define Museum Foundation Value Proposition tied to Museum (we generate revenue, the museum supports a sense of place for the community arts/culture…) • Align Value Proposition with Stakeholders o Stakeholder management - with city council, City manager and others (chamber, school board, etc…) o Museum Foundation event – see the museum, hear from the Foundation align on Value Prop and vision for the future, wants and needs. Begin to build a path. Maintenance of these relationships/agreements – Chair/Vice Chair and select members of the CMF 2. Situation Analysis • Market Overview: Understand the local community’s demographics, interests in cultural heritage, and existing cultural attractions. What data do we have? • Competitive Analysis: Identify other museums or cultural centers in the region and analyze their offerings, visitor demographics, and marketing tactics. • SWOT Analysis: Assess the strengths, weaknesses, opportunities, and threats specific to the Chandler Museum and the Foundation. We can review some of what was done in retreat. 3. Goals and Objectives • Increase Awareness/Outreach: Raise visibility of the Chandler Museum and its Foundation among residents and tourists. • Increase Engagement: Encourage more community involvement through exhibits, events, and educational programs. • Funding Development: Secure financial support through donations, sponsorships, and grants to sustain operations and initiatives. • Value Prop/Relationship: Develop sustaining relationships with Mayor/Council and City Manager 4. Target Audience • Local Residents: Chandler residents interested in local history and cultural activities. Can we purchase/leverage mailing lists? • Tourists: Visitors to Chandler seeking cultural experiences and educational opportunities. Need to capture visitor information (opt in) • CUSD: is there an opportunity to integrate into curricula? • Potential Donors and Prior CHS supporters: Individuals, businesses, and organizations interested in supporting cultural preservation and education. Chandler Historical Society supporters. o Is there a CHS specific campaign? 5. Marketing Strategies • Develop the Foundation identity: Logo, branding, elevator pitch, our Why – tie to value proposition and mission, history, etc. to feed printed material and web content. What are our stories? • Digital Marketing: o Website Optimization: Ensure the Museum and Chandler Museum Foundation’s website is informative, engaging, and easy to navigate. o Content Marketing: Create blog posts, articles, and videos highlighting exhibits, events, and historical stories. i.e. Chandler Fun Facts or this day in history o Social Media: Use platforms like Facebook, Instagram, and “X” (formerly Twitter) to share updates, behind-the-scenes content, and engage with the community. Social media challenges, behind-the-scenes content, upcoming events, or fun facts about our museum, exhibits, Chandler… Can we get an Influencer here to do a post/partner with in some frequency? Can we pay for Search Engine Optimization (when someone does a search ours comes to the top) o Email Campaigns: Regular newsletters to subscribers about upcoming events, new exhibits, and fundraising initiatives. Need to capture visitor emails o Storytelling – required in all platforms. We must share our stories about people, places, things, exhibits, artifacts to engage a wide audience • Community Engagement: o Partnerships: Collaborate with local businesses, schools, and community organizations for joint events and promotions. Collaborate with Chandler Sports Hall of Fame - they are one of the most successful Chandler non-profit organizations o City and other City orgs – see Value Proposition o Other museum partnerships/collaboration: Are there opportunities here? o Schools, Sun Lakes, Assisted living, others?? o Other organizations, clubs, non profits,?? o Events: Organize a foundation event at the museum. Leverage regular events such as lectures, workshops, and family events to attract diverse audiences. Participate in City events. Capture participants contact info. Hold events in some frequency at the museum o Volunteer Programs: Recruit and train volunteers to support museum operations and outreach efforts. (Like the Henry’s with ICAN) o Storytelling – required in all mediums • Traditional Marketing: o Print Materials: Develop brochures, flyers, and posters for distribution at local businesses, hotels, and community centers. o Public Relations: Develop relationships with local media outlets to secure coverage of museum events and initiatives. Target San Tan news, Chandler City Lifestyle get articles published, others? City bills flyer? o Networking: Attend local events, City events and conferences to network with potential donors, sponsors, and community leaders. Museum communities? 6. Measurement and Evaluation • Key Performance Indicators (KPIs): o Visitor numbers and demographics o Website traffic and engagement metrics o Social media engagement (likes, shares, comments) o Donation and sponsorship revenue o Media mentions and PR reach • Regular Evaluation: Review marketing efforts quarterly or annually to assess what’s working, identify areas for improvement, and adjust strategies accordingly. 7. Budget • Allocate funds for advertising, promotional materials, website maintenance, event organization, and staff training. • Partner or engage with an organization that does nonprofit marketing or fundraising (budget for this) 8. Implementation Timeline • Phased implementation. • Prioritize strategies • Create a detailed timeline outlining when each marketing initiative will be launched and evaluated. • Leverage new temp resources to implement 9. Risk Management • Anticipate potential challenges such as new Mayor/Council, budget constraints, competition, or changing visitor demographics, and develop contingency plans.