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					              Free Student Sundays at the Museum of Glass:
Hot Glass. Cool Art. Hot Shop Demonstrations and Interactive Presentations




      Proposed and implemented by Pacific Lutheran University Students:
                           Landon Heidenreich
                              Sabrina Coady
                             Justin Larimore




                             December 6, 2007
                                                                          Museum of Glass


   Background

       The Museum of Glass is currently involved in an industry that is moving towards

the future. Art galleries around the world are expanding and increasing attendance over

the past several years. A recent trend known as “art tourism” has increased the customer

audience and generated a higher loyalty level. According to the Washington Post,

museums are continually looking for ways to reach out to the customer and art lovers

(Gopnik, 2007).

       The Museum of Glass has audience participation at every level including passive

spectators, focused experiences, and absorbed identifiers. The absorbed consumers are

usually relatively low. This means there‟s a lack of loyalty between customers and the

Museum of Glass. The attendees of the Museum are generally art enthusiasts, the elderly,

affluent, and highly educated. Over their five year existence, it‟s this demographic that

has been the target market for the Museum. The Museum of Glass has taken a new

approach in trying to reach out to a younger audience. By following this plan, the

Museum hopes to spark the interest of college students in order to gain a larger fan base

and a long-lasting relationship with this generation.

       The Museum has seen limited attendance from the college demographic. The

Museum of Glass wanted to identify what would motivate students to attend and

implement ideas to motivate them. Some reasons that students may choose not to visit the

Museum include: low income, lack of awareness, and other free-time alternatives. In

response to these theories, the Museum of Glass had us address the issue directly by

offering free Student Sundays through the rest of the academic school year. This means

that any current student at PLU, UPS, UWT, TCC or any other college or university in




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                                                                           Museum of Glass


Pierce County will receive free admission on Sundays to engage in intriguing art

exhibitions, live glass-blowing demonstrations, and special programs including

conversations with artists.

         Through this promotion, the Museum of Glass hopes to encourage students to

visit the Museum on a frequent basis. It is the goal of this marketing effort to raise

awareness about the Museum among college students, and hopefully gain more

attendance as a result. With this in mind our team has created a few specific objectives.

Campaign Objectives

       In an effort to help the Museum of Glass reach their specific goals aligned with

marketing issues previously stated, we have implemented several strategies. To begin, we

conducted a focus group study with students from Pacific Lutheran University. The

objectives of this study were to identify student‟s awareness of the Museum of Glass,

analyze student‟s leisure time to determine what activities the Museum of Glass is

competing against, and ultimately, determine what will encourage students to attend the

Museum.

       We chose to conduct a focus group rather than survey research because it

provides more rapid results and more depth of opinion and attitudes within the group

where those opinions and attitudes are shaped. Also, focus groups are usually more cost

effective. The focus group that we conducted was free of cost. The key factor that we

considered when choosing to conduct a focus group is that they provide the kind of

information needed to immediately address and resolve problems.

       Further, focus group research can demonstrate the process of opinion formation.

The analysis of attitude and opinion and changes based on the flow of the discussion can




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                                                                          Museum of Glass


help us know what information people need to make sound decisions as well as what

appeals to the students will be most effective in marketing to attract college students to

the Museum of Glass.

       We conducted this focus group study with the following seven students from

Pacific Lutheran University: Allison Keith, a junior Business major; James Odan, a junior

Economics major; Tory Silvestrin, a senior Biology major; Josh Dressler, a junior

Physical Education major; Laurence Brooks, a senior Communication major; Garrett

Bjornstad, a senior Business major; and Megan Cessnun, a senior Pre-Medication and

Biology major. The results from our focus group study indicated several parallel themes:

PLU students are not aware of what the Museum of Glass has to offer, Sunday leisure

time is spent watching football, studying and relaxing, students would be more apt to

attend if the Museum if it was free and convenient. The feedback and opinions that we

received in this focus group study are as follows: (it was essential that we ask open-ended

questions to garner qualitative responses on attitudes and behavior).

Focus Group Responses

1). Have you ever visited the Museum of Glass? If so, who did you go with? Why did
you go? What did you like/dislike? Would you go again?
        Allison Keith –No
        James Odan- Yes, I went with my parents because my mom likes glass art. I
        bought some post card like things out of the gift shop. They were funny. No, I
        wouldn‟t go again
        Tory Silvestrin- No
        Josh Dressler- I have never been to the Museum of Glass.
        Laurence Brooks- No I have not,
        Garrett Bjornstad- I have not attended the Museum of Glass.
        Megan Cessnun- Yes, I visited the Museum with PLU for initiation week. What I
vividly remember is the dance exhibit. I really enjoyed the exhibits. I remember the
interesting exhibits where the light makes the art move. We watched them make glass in
the Hot Shop. It seamed time consuming. The hot shop gives you an appreciation because
you don‟t realize how much time it takes. It watched it for about two hours. They were




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                                                                          Museum of Glass


making a glass ball. They did a good job putting it all together and talking with the
audience but it went on for a little too long.
2). What do you know about the Museum of Glass? (What makes the Museum of Glass
unique).
        Allison Keith – I know it‟s in downtown Tacoma and that the architecture is
        really unique.
        James Odan – The big cone shape.
        Tory Silvestrin- I know about Chihuly, because in the University of Washington
        Library there is a piece there, and I know there are a lot of his pieces featured at
        the Museum of glass.
        Josh Dressler- I am pretty sure that it is located downtown somewhere but I don‟t
        know the exact location.
        Laurence Brooks- I know that it has those sculptures that you can see on that
        bridge from I-5. But other than that I know that it is located somewhere
        downtown.
        Garrett Bjornstad- They do glass blowing and display glass work.
        Megan Cessnun- I‟ve never seen another Glass museum. The area where it‟s
        located is a very peaceful nice area with all the waterfalls. However, I can see
        how parking can be an issue. I like how you can cross the bridge to get access.
3). What other museums have you visited in the last 12 months?
        Allison Keith- I haven‟t visited any museums that I can remember.
        James Odan- I went to the Museum of Modern Art, again with my mom.
        Tory Silvestrin- Deutsches Museum in Germany, The Natural History there was
        pretty cool.
        Josh Dressler-None, I don‟t have a car and I don‟t know where they are located
        Laurence Brooks-None, I don‟t have a car. And I really don‟t care for going to
        museums.
        Garrett Bjornstad- Tacoma Art Museum
        Megan Cessnun-. None in the last 12 months.
4). What occupies your Sunday leisure time?
        Allison Keith- Work
        James Odan- Recover from long nights of homework
        Tory Silvestrin- I work and do a lot of homework
        Josh Dressler- Resting, watching football, then doing homework, then resting. In
        that order.
        Laurence Brooks- Football, fantasy football. It is my day of rest, the one day
        where all I do is watch football and eat.
        Garrett Bjornstad- NFL Football
        Megan Cessnun- Homework, running, relaxing, shopping, walks, spending time
        with boyfriend, exploring.
5). What would encourage you to attend the Museum of Glass on Sunday? Who would
you attend the Museum of Glass with?
        Allison Keith- If it was free and I had nothing to do I might go with friends.
        James Odan- If there was extra credit. Just other classmates
        Tory Silvestrin- If it was free and I didn‟t have any homework. I would attend
        with friends.



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                                                                           Museum of Glass


        Josh Dressler- If someone was to give me a ride I guess that I would maybe go. I
        would probably take my mom, or any special lady friend that would like to go
        with me.
        Laurence Brooks- I would not attend unless they were serving some sort of free
        food and they had big screen TVs playing the football games
        Garrett Bjornstad- If they showed NFL Football. I would attend with friends,
        family and my girlfriend.
        Megan Cessnun- It would depend on the exhibit. I would attend with my
        boyfriend or his family.
6). Does cost have an influence on why you don‟t attend the Museum?
        Allison Keith- Yes
        James Odan- No not really
        Tory Silvestrin- maybe
        Josh Dressler- For sure. I do not want to pay any money, especially since I‟m
        not sure what I would expect.
        Laurence Brooks- I would not go if I had to pay a dime. I am not going to pay for
        something that I have no interest in, and have no knowledge about what I will be
        seeing.
        Garrett Bjornstad-No
        Megan Cessnun-No
7). If we told you that the Museum of Glass offers free student admission on Sunday‟s,
would you be more apt to attend?
        Allison Keith- Yeah I would be way more likely.
        James Odan – More likely, but still wouldn‟t go.
        Tory Silvestrin- Ha ha yeah more likely, but still wouldn‟t
        Josh Dressler-- Yea I think that I would be more apt to attend, it depends on the
        hours because I cannot miss certain games on Sunday.
        Laurence Brooks- Probably not, it just doesn‟t sound like it can beat sitting
        around all day after a long week and eating and watching football.
        Garrett Bjornstad- Yes
        Megan Cessnun- It wouldn‟t influence my decision. I have no problem paying to
        support the art community.
        Other thoughts from Megan Cessnun: One of the biggest things that would get me
        to the Museum of Glass is if there was someway to emphasize what makes it cool
        and neat, facts about the glass to intrigue me. It would need to have a catchy title.
        If someone were to say the name of an artist I would not have a clue. A catchy
        phrase would bring me in. Also, if I saw a poster in a local coffee shop or
        information in an email I would be interested in what it has to say. I would have
        to read it from a reliable source through newspaper or email for it to have any
        impact.




Message development



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                                                                          Museum of Glass


         Audience-based messages serve three functions: to inform, to persuade, and to

remind (Sayre 2007). If you want college students to understand the different sides of the

Museum of Glass so they can consider visiting the Museum, then you inform them with

messages that create excitement about the glass and artists and encourage self-

enlightenment through education. Upon developing a message, we considered several

repeated themes that we gathered through our focus group study. We knew the

importance of the word “free”, as most college students are on a tight budget and we

wanted our message to convey excitement. Therefore we developed “Free Student

Sundays at the Museum of Glass: Hot Glass. Cool Art. Hot Shop demonstrations and

interactive presentations.”

Social Network Outreach

         Through utilizing such social networks as Facebook and MySpace, where college

students spend a considerable amount of their free time, we reached out to approximately

200 current students at PLU, UPS, UWT, TCC and other college/universities in Pierce

County to inform them about free student Sundays (see appendix).

         The Facebook invitation that we created was sent to our friends that currently

attend colleges in Pierce County. The invitation was sent so that the student could either

accept, meaning they were going to attend, maybe, meaning they might go, or decline,

meaning they were not going to attend the Museum of Glass. This gave us a good feel for

the amount of students that might attend the free Sundays during the school year at some

point.

         Upon creating a Museum of Glass MySpace page to target college students, we

discovered the existence of a current page by the Museum of Glass. To make this page




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                                                                           Museum of Glass


more affective in communicating with college students we have outlined a set of

recommendations.

       When using the gateway of MySpace to build awareness, students are going to be

the main demographic reached. The current page is plain and simple and does not

effectively grab the attention of its visitors. The content expressed is very informative,

but will not engage students at first glance.

       Who: The ideal page for this type of marketing would move away from the

current forms of advertisements of the Museum and would focus directly on students as a

whole. We recommend having strong graphics that display only the most important

information pertaining directly to the interest of students. The things that will most likely

draw in students will be to clearly express the free Sundays for students. This should be

the main message that is broadly displayed as the focus of the page.

       Visuals: Also, considering that the people who will view the page are users

themselves, having a more abstract artsy feel for the page is expected from an art

museum. Creative fonts and background images are very important. The visuals of the

website should pertain to the meaning of the message behind the site. Since the focus of

the page is to attract more college students to visit the Museum of Glass, visuals should

include live demonstrations as well as some of the art that is created as a result. It is

recommended that only enough imagery is used to entice individuals to partake in the

events and not reveal all that the Museum has to offer.

       Content: The content that is included in the site should concentrate on the aspects

of the Museum that will appeal to college students. Information about what the free

Sundays include as well as dates and contact information should be properly addressed.




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                                                                          Museum of Glass


       Some of the blog entries may be used as a tool to communicate specific events in

more detail. For example if an artist that is particularly well known is going to be

featured on a certain Sunday, then information on the artist and the dates of the

appearance could be put in detail in this section. Also, by giving a chance for users to

comment about a particular event, excitement may be raised between conversing users.

This would be an effective use of word of mouth marketing. Users would also be able to

express their comments and recommendations to the Museum which could be beneficial

for future use in marketing this demographic.

       Ultimately, the visual appearance of the page will be a reflection of what the

Museum has to offer. The purpose of the page is to raise awareness and excitement so

that students will want to experience the Museum first hand.

Email Outreach

       We utilized college campus art department contacts at PLU, UPS, UWT, Pierce

College and TCC to inform students about free student Sundays at the Museum of Glass.

We saw a great advantage in working with professors, who hold students‟ immediate

attention and respect. We encouraged the professors to inform students about this great

opportunity that exists throughout the school year. We also suggested that art professors

provide additional enticement by offering students extra credit.

       This outreach involved contacting the art directors at PLU, UPS, UWT, Pierce

College and TCC, informing them about the program and sending them an email pitch

with more detailed information (see appendix).

       This email outreach received immediate response from art professors at PLU.

Kathryn I. W. Sparks, PLU Curator of Visual Resource, replied “This is a terrific new




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                                                                          Museum of Glass


resource and I will indeed tell my students to take advantage of it!” We did not receive

any responses that indicated whether or not professors were providing their students with

extra credit.

Media Placement

        In an effort to reach a the greater college student bodies at PLU, UPS, UWT,

Pierce College, TCC and other college/universities in Pierce County, we created a press

release and fact sheet to send to the university‟s communication offices and campus

mediums (see appendix).

        As one of our focus group participants, Megan Cessnun, so aptly stated, “I would

have to have read about free student Sundays from a reliable source such as a newspaper

or email for it to have any impact.” This statement implies that students are interested in

the Museum of Glass, but in order for our information to resonate we need to market to

them through reliable sources.

        The implementation process of these materials involved the following: first, we

created the fact sheet outlining the promotion; next, we developed an angle and created

the press release. Upon completion of the fact sheet and press release, we sent them to

Julie Pisto for approval. We input Pisto‟s suggestions and sent the materials to university

communication offices and campus media outlets at PLU, UPS, UWT, Pierce College

and TCC.

Restaurant Outreach

        Through our focus group study, we discovered that students needed additional

enticement to encourage them to attend the Museum of Glass for free student Sundays.

Thus, we developed a tie-in promotion with a local restaurant in the Tacoma museum




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                                                                           Museum of Glass


district. Our idea for this promotion was that students who show their ID on Sundays get

into the Museum of Glass for free and go to the Rock Pizza for a free appetizer (see

appendix).

       The initial stage of this promotion required us to reach out to local restaurants in

the Tacoma museum district such as, The Spaghetti Factory, Johnny‟s Dock Restaurant

and Marina, Jillians, and Woody‟s Warf and Rock Pizza. With the exception of Johnny‟s

Dock Restaurant, all of the restaurants were interested in participating in this promotion.

       As we received a large amount of interest, we needed to strategize about which

restaurant would work best for this tie-in promotion. We considered which restaurant is

located closer to the Museum and which restaurant appeals most to the college

demographic. The conclusion that we came to is that the Rock Pizza would work best.

       We worked closely with Sean Jackson, General Manager of the Rock Pizza

Tacoma. He said this is a great opportunity and creative marketing program. Jackson

passed our information onto his marketing director. However, the marketing director

failed to get back to us in a timely manner. We reconnected with Jackson and he

informed us that the marketing director of the Rock was out of town and he wouldn‟t be

back in for a few weeks. He added that the Rock Pizza is still very interested in

participating in the promotion. However, the marketing director will not arrive back in

town before the conclusion of this project. It is our sincere hope that the Museum of

Glass will continue with this tie-in promotion.

Promotional Material

       To increase the visibility of this promotion, we created a flyer to distribute local

student hang outs around the college campuses (see attached PDF file). As indicated in




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                                                                           Museum of Glass


the focus group study, the four places where information will catch college student‟s

attention are in an email, online, in a newspaper or in a local coffee shop.

       For this flyer, we input the following message which we developed in the early

implementation process, “Free Student Sundays at the Museum of Glass: Hot Glass. Cool

Art. Hot Shop demonstrations and interactive presentations.” Through the use of strong

graphics, bold fonts and brief and specific details, we hope to gain students‟ attention.

Additional suggestions

       In addition to the strategies that our group has implemented, we have proposed

additional tactics to address the Museum of Glass‟ marketing needs.

       First, the Museum of Glass may benefit from using comment cards to generate

feedback. The comment card should have two components: space in which visitors can

tell their story and a method for responding to visitors. This can provide the Museum

with new ideas and a method to identify and reply to customers who have had a negative

service or experiences.

       In addition, we suggest that the Museum of Glass hosts a welcome back college

students‟ event in the fall. As demonstrated by one of our focus group participants,

Megan Cessnun, partnering with the colleges to offer tours and gatherings exposes

several students to the Museum of Glass for the first time. That first experience might

determine if they have any inclination to attend the Museum again. For this welcome

back college students event, the Museum can conduct a tour of the Museum‟s exhibits.

Tours are excellent mechanism for attracting new visitors and retaining current members.

       We feel that the Museum of Glass can benefit by teaming up with their local

competitors. In working with other Museums in the Tacoma Museum District, the




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                                                                         Museum of Glass


Museum of Glass could create an Art Walk. If implemented, we suggest this as a spring

event, featuring music from local artists, food and entertainment.

       Also, the Museum of Glass has a wonderful movie theater facility. We suggest that

the Museum utilizes that theater by showing a premier film that will attract college students

to the venue. For example, Pacific Lutheran University‟s MediaLab, a student-led

organization within PLU‟s School of Arts & Communication, hosts two ITVS documentary

screenings on the third Thursday‟s of the month.

       ITVS Community Cinema, the national outreach program of the Independent

Television Service (ITVS), works to bring communities together and connect them with

information, resources and opportunities for education, engagement and positive change.

       ITVS Community makes public broadcasting into a powerful resource for

individuals, communities and organizations working on key social issues around the

country. However, the venue where we‟re currently hosting the films is not large enough

to attract Tacoma community members and college students. Perhaps, showing these

screenings at the Museum of Glass will meet the Museum‟s marketing needs by

attracting college students and meet the needs of ITVS by attracting a larger audience.

       As a long term goal, we suggest making the Museum of Glass a movie star by

featuring the Museum in a motion picture. Such strategy was used for the Museum of

Natural History which was featured in “A Night at the Museum.”

       To increase college student‟s awareness about the Museum of Glass, we also

suggest advertising about leasing the building for special events. In the past, PLU has

held their spring formal at the Museum of Glass. Current students enjoyed the facility and

for some, it was their first exposure to the Museum. There are many colleges that are not




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                                                                          Museum of Glass


aware of the Museum of Glass as a possible venue to host their events. Thus, the Museum

of Glass could benefit from promoting the building for special events.

       Further, in working closely with a public relations associate at Richmond Public

Relations in Seattle, we learned of a new promotional opportunity with Kool Kreme, a

new ice cream/soft serve brand developed by the owners of Northwest Krispy Kreme

stores (the only ones in the nation doing well). For the Krispy Kreme opening Richmond

Public Relations did a series of promotions, and one was that the Museum of Glass

created a glass doughnut as a fun press op for Krispy Kreme, and in return, Krispy Kreme

made a generous donation to the Museum of Glass. Richmond Public Relations would

like to do the same thing for Kool Kreme. This promotional opportunity can be used to

attract college students by providing free Kool Kreme coupons or ice cream at the

Museum.

       Lastly, websites have eight seconds to make an impression. While the Museum of

Glass‟ homepage is very informative with an attractive layout, it does not hold the

attention of the college student demographic. Therefore, we suggest that the Hot Shop

gain more visibility on the website, as the unique and intriguing graphics will stimulate

the interest of visitors. In our research, we found that college students are not aware of

the Hot Shop. Rather, they knew the Museum of Glass for its cone shape. As current

students at PLU, we sincerely feel that the Hot Shop is the Museum‟s greatest attraction.

Measurement

       Measuring the success will be based upon the number of students who take

advantage of the free Sundays that we‟ve been promoting for the Museum of Glass. A

simple way to keep track of the students who visit the Museum on Sundays is to have




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                                                                          Museum of Glass


them sign in. This will allow the Museum to track students‟ weekly attendance to

determine which time of the month or year students are most likely to visit.

       An additional strategy to measure our success is to observe the number of people

who respond to our outreach email. This email was sent out to many different art

professors at colleges in Pierce County, informing them about free student Sundays at the

Museum of Glass. We concluded the email with our contact information and Julie Pisto‟s

contact information. We can utilize any responses we receive from professors by

comparing the number of students who are attending from which colleges to determine if

that objective influenced the attendance.

       Also, the Facebook invitation that we created allows us to track whether students

are likely to attend, might attend or will not attend. The limitation of this measurement is

that some students may not respond.

       The purest form of measurement to ultimately determine if we successfully

encouraged college students to attend the Museum of Glass is to count the number of

students who attend the Museum on Sunday. The students that visit the Museum on

Sundays will show their student identification and sign in stating their name and what

school they currently attend. This count of every Sunday will track the progression of

this marketing campaign.

       There are several limitations which will impact the different forms of

measurement. The Museum of Glass will always struggle with competing for students‟

leisure time. When the students do get the occasional free time, the Museum of Glass has

to compete with: the movie theatre, bowling, partying, church, football games, renting




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                                                                          Museum of Glass


movies, other museums, etc. Trying to attract the attention of the students who have

many other demands will always be a marketing challenge for the Museum of Glass.

       An additional factor that may influence our forms of measurement is that we‟re

marketing to students during the hardest weeks of school. Currently, students are

frantically trying to complete all their work and to study for finals. Students are spending

their weekends writing papers, preparing presentations and studying for tests. Many

students feel like they cannot afford taking a break from their studies. Therefore, this time

of the semester is especially challenging to reach college students. This time of year is

also the holidays, and students are all going home or going to malls and stores to get

ready for Christmas.

       Our success could also be jeopardized with the transportation issue. Many

students do not have means of transportation or the money and time to ride the bus. This

could be the biggest downfall to our free Sunday promotion. Many college students do

not have a car.

       Lastly, as Sundays are formally known as “a day of rest”, many students do not

want to do anything, even if it‟s free. Most college men prefer to stay at home on

Sundays and watch football. Until Sunday football is done, the Museum is missing

another large chunk of what could be their target audience. Through our focus group

study, the implementation of several strategies and tactics, and asking students when

they‟d have time to visit the Museum of Glass, we‟ve concluded that free student

Sundays will be more successful from February to the beginning of May.

Appendix

Social Network Outreach




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Museum of Glass




            16
                                                                        Museum of Glass


Email Outreach
Subject Title: PLU students present Free Student Sundays at Museum of Glass

       Dear NAME,

        I‟m happy to offer an exclusive opportunity for you and your students to get
involved with the art of glass making and support your local Tacoma art community. My
name is Sabrina Coady, I‟m a senior at Pacific Lutheran University majoring in
Communication with emphasis in public relations and a minor in Business. For my
marketing of the arts & entertainment class, I‟m currently working with the Museum of
Glass in Tacoma on a marketing campaign to attract current students at PLU, UPS, UWT,
TCC or any other college or university in Pierce County to the Museum.
        Starting on Sunday, December 2, 2007 through May, 2008, students who visit the
Museum of Glass on any Sunday will receive free admission to enjoy intriguing art
exhibitions, live glass-blowing demonstrations, and special programs, including
conversations with artists.
        Artist conversations take place on Sundays at 2 p.m. in the Museum Theater. The
Corresponding Hot Shop demonstrations will take place from 3 to 5 p.m.
        It is our sincere hope that you will inform your students about free student
Sundays at the Museum of Glass. Also, the educational experience that these engaging
Sundays will provide for your students presents an opportunity to offer extra credit to
those who attend (if interested in such).
        Please feel free to contact me or my colleagues with any questions you might
have. I‟m happy to send you a fact sheet or flyer for your students. Thanks for your time,
attention and consideration. I look forward to hearing from you.
Check museumofglass.org for more information.

Best regards,

       Sabrina Coady                           Julie Pisto
       Public Relations Major                  Director, Marketing and Communications
       Pacific Lutheran University             Museum of Glass
       coadysl@plu.edu                         jpisto@museumofglass.org
       253.249.3861                            253 284-2129

       Justin Larimore
       Business Marketing Major
       Pacific Lutheran University
       Larimore@plu.edu
       253.318.3923

       Landon Heidenreich
       Business Marketing Major
       Pacific Lutheran University
       heidenld@plu.edu
       360.909.6087



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                                                                                        Museum of Glass

PRESS RELEASE

FOR IMMEDIATE RELEASE
November 19, 2007

CONTACT                    Sabrina L. Coady
                           PR & Marketing Director
                           Pacific Lutheran University
                           253.249.3861
                           coadysl@plu.edu

          PLU Students Present Free Student Sundays at the Museum of Glass
                Hot Glass. Cool Art. Hot Shop demonstrations and interactive presentations.

          Tacoma, Wash. (November 27, 2007)- Starting Sunday, Dec. 2 through May 2008, the Museum of
Glass will offer free admission to current students at PLU, UPS, UWT, TCC or any other college or
university in Pierce County.
          After visiting the Museum of Glass, three senior marketing students from Pacific Lutheran
University in Tacoma discovered that students can benefit from enjoying the Museum‟s intriguing art
exhibitions, live glass-blowing demonstrations, and special programs, including conversations with artists.
          “The Museum of Glass has created an atmosphere that is exciting and fun, with the Hot Shop
being the main attraction for me,” said PLU senior Landon Heidenreich.
          The Museum of Glass and PLU‟s senior marketing students have teamed up to bring students at
any college or university in Pierce County free student Sundays at the Museum where they will find hot
glass, cool art, hot shop demonstrations and interactive presentations.
           “As I witnessed art coming alive in the Museum‟s Hot Shop and engaged with artists as they
discussed their creative glass making process, I was inspired to share this incredible experience with other
college students,” said PLU senior Sabrina Coady.
          Artist‟s thought-provoking conversations and interactive presentations take place on Sundays at 2
p.m. in the Museum Theater. The corresponding Hot Shop demonstrations will take place from 3 to 5 p.m.
          “The Museum of Glass is something different you can experience over the weekend.,” said PLU
senior Justin Larimore.


                                          About the Museum of Glass
All glass, all the time. Come experience contemporary glass art in a beautiful museum on Tacoma's
revitalized waterfront. Feel the heat as you watch a team of artists create masterpieces from molten glass in
the hot shop amphitheater, the Museum‟s working glass studio. See edgy exhibitions of 20th- and 21st-
century glass in the galleries, participate in a hands-on art project, and watch original documentary films
about glass art and the artists who create it, shop for glorious gifts in the store and stroll across the
remarkable Chihuly Bridge of Glass.

Hours & Admission
Open Wednesday through Saturday 10am to 5pm, Third Thursdays 10am to 8pm, Sunday 12pm to 5pm.
Store is also open Tuesdays 10am – 5pm. Summer hours (Memorial Day through Labor Day): also open
Monday and Tuesday from 10am to 5pm. Closed September 30th, Thanksgiving, Christmas and New
Year‟s Day. Admission is free for members, $10 general, $8 seniors, military and students (13+ with ID),
$8 groups of 10 or more, $4 children (6-12) years old. Children under 6 are admitted free. Admission is
free every third Thursday of the month from 5pm to 8pm.
Check museumofglass.org for more information.

Contact Info: Julie Pisto, Director, Marketing and Communications, Museum of Glass 253.284.2129,
jpisto@museumofglass.org.




                                                                                                          18
                                                                       Museum of Glass


FACT SHEET

FOR IMMEDIATE RELEASE
November 27, 2007

CONTACT               Sabrina L. Coady
                      PR & Marketing Director
                      Pacific Lutheran University
                      coadysl@plu.edu
                      253.249.3861

PLU Students Present Free Student Sundays at the Museum of Glass
Hot Glass. Cool Art. Hot Shop demonstrations and interactive presentations.


WHAT                  Starting on Sunday, Dec. 2, 2007 current students at PLU, UPS,
                      UWT, TCC or any other college or university in Pierce County
                      who visit the Museum of Glass on any Sunday will receive free
                      admission, enjoy intriguing art exhibitions, live glass-blowing
                      demonstrations and special programs. Sunday afternoons often
                      include a conversation with a Visiting Artist. Check
                      museumofglass.org for up-to-date information on Visiting Artists.

WHO                   Current students at PLU, UPS, UWT, TCC or any other college or
                      university in Pierce County who show their student ID at the
                      Museum of Glass on Sundays will receive free admission.

WHEN                  This Museum of Glass will offer free Student Sundays on any
                      Sunday from Dec. 2 through May 2008. Artist conversations take
                      place on Sundays at 2 p.m. in the Museum Theater. The
                      Corresponding Hot Shop demonstrations will take place from 3 to
                      5 p.m..

WHERE                 Museum of Glass is located at 1901 Dock Street, Tacoma, WA.


Check museumofglass.org for more information.

Contact Info: Julie Pisto, Director, Marketing and Communications, Museum of Glass
253.284.2129, jpisto@museumofglass.org.

              .




                                                                                     19
                                                                       Museum of Glass


Restaurant Pitch

Is your general manager or marketing director available?
My name is Sabrina Coady I‟m a Communication student at Pacific Lutheran University
and I‟d like to present you with a promotional opportunity to increase your business on
Sundays.

For a business course, I‟m currently working with the Museum of Glass on a Marketing
project to attract college students to the Museum on free student Sundays. From working
in the restaurant industry for years, I understand Sundays can be a slow business day.
Therefore, we saw this project as a great opportunity to collaborate with the Rock Pizza
to attract students to the restaurant as well.

Students who show their ID on Sundays get into the Museum of Glass for free. Perhaps,
we can encourage them to come over to the Rock for dinner with an appetizer/dessert /$5
off promotion.

Flyer (See PDF File attached)




                                                                                      20
                                                                          Museum of Glass



Proposal

Background Information
    The Museum of Glass began in 1992.
    Started by Phil Phibbs and Dale Chihuly.
    They decided that Tacoma should have a glass museum, and they worked to make it
      happen.
    By the mid 1990’s the museum had become more focused by honoring international
      artists.
    In 1997, Arthur Erickson created the design of the cone; this brilliant concept soon
      became the development of the Hot Shop.
    The Museum of Glass: International Center for Contemporary Art provides a
      dynamic environment for visitors to experience exhibitions from around the world
      engaging glass blowing demonstrations and thought provoking programs.

Vision Statement
    The Museum of Glass was envisioned as a center that would nurture artists, celebrate
       the dramatic new Studio Glass movement and encourage creativity.

Mission Statement
The museum of glass provides a dynamic learning environment to appreciate the medium of
glass through creative experiences, collections and exhibitions.

Contact Information
Julie Pisto                                           Susan Newsom
Director of Marketing & Communications                Marketing Coordinator
253.284.2129                                          253.284.4732
jpisto@museumofglass.org                              snewsom@museumofglass.org

Marketing Campaign Purpose
The marketing objective of our study is to increase the number of college students who visit
the museum.

Specific Objectives
          1. Conduct a focus group study with Pierce County College students to
              determine what they do during their Sunday leisure time, their awareness of
              the Museum of Glass and what would interest them to attend the Museum.
          2. Increase student’s awareness about what Museum of Glass offers.
          3. Design a marketing plan to encourage college students to attend Museum of
              Glass on Sunday afternoons for the hot shop interaction and to engage in
              artist conversations.

Campaign Message
We’re in the process of developing a campaign message to attract college students to the
Museum of Glass.



                                                                                           21
                                                                             Museum of Glass

Target Market
Pierce County College students are the target market for this marketing campaign. These
students will receive free admission on Sundays.
The Pierce County College Community consists of the following:
     Pacific Lutheran University
            o Contact: J.P. Avila
                Co-Chair, Assistant Professor of Art
                253.535.7578
                Jp.avila@plu.edu
     University of Puget Sound
            o Art Department Office of Public Events
                     253.879.3555
     University of Washington Tacoma
            o Art’s and Sciences Program
                     253-692-4450
     Branches of Central Washington University, Chapman University, City University
        and Evergreen State College
     Bates Technical College
     Clover Park Technical College
     Tacoma Community College
     Pierce County College

Research Design
     Conduct a focus group study
        The initial stage of our marketing plan will consist of a focus group study. The
objectives of this are as follows: observe student’s awareness about the Museum of Glass,
analyze student’s leisure time to determine what activities the Museum of Glass is competing
against, ultimately, determine what will encourage students to attend the museum.
     Data Processing and Analysis
        We will utilize the data we gathered to formalize a target market trends to aid in the
marketing strategy of the Museum of Glass to the surrounding college communities.

Market Plan
      Following our research, we will develop a title and theme for Free Sunday’s at the
museum.

Public Relations/ Media Placement
     In an effort to advertise free Sundays, we’ll use public relations strategies and tactics
        to get media placement. We’ll develop a story angle and strategy to reach out to the
        Pierce County Colleges through local mediums. Our public relations efforts will
        consist of a press release to Pierce County College’s on campus media outlets and
        fact sheet to art departments.

Community Outreach Marketing
    Reach out to restaurants in the Tacoma Museum District to form a partnership. Our
      idea for this outreach is to work with Indochine or Woody’s Warf to provide


                                                                                             22
                                                                          Museum of Glass

       students who show their Sunday museum ticket stubs with a percentage off a meal at
       one of the restaurant locations. The purpose of this outreach is to provide additional
       enticement for students to attend the museum.

Promotion
     Create free promotional materials to increase awareness and attract students to free
        Sundays at the Museum of Glass. Explore opportunities for sponsorship to create
        and place flyers in local community businesses such as the Northern Pacific Coffee
        Shop.
     Reach out to campus book stores or libraries. Create an advertisement for placement
        in the campus book stores.
     We’ll also use creative (free) outlets such as Facebook and MySpace to advertise free
        student Sundays at the Museum of Glass.
     Advertisements will include: flyers (dependent on sponsorship), electronic mailing,
        and calendar announcements.

Budget and Time Schedule
There is no budget. The Museum is a nonprofit organization. Other entities may be willing
to sponsor our marketing efforts.

September
    18th Draft team agreement
    Set-up project objectives
    Develop proposals and marketing efforts
    Thursday, Sept. 27, Meet with Julie Pisto

October
    Begin survey research at Pierce County Colleges
    Thursday, Oct. 18, Have proposal signed by client
    Construct a campaign message for free Sunday admission for college students
    Begin drafting a pitch to college campus media
    Contact restaurants in the Museum District
    Research sponsorship opportunities (to create an advertisement)
    Create a facebook and MySpace announcement
    Draft marketing communication plan
    Sunday Nov.4 will be the first Sunday students will receive free admission.

November
   Finalize marketing concepts and public relations outreach strategies
   Observe outreach effectiveness
   Create an advertisement
   Communicate with:
         - Julie Pisto and Susan Newsom of the Museum of Glass
         - Restaurants in the Museum District
         - College campus mediums


                                                                                          23
                                                                     Museum of Glass



December
    Continue advertising
    Evaluate marketing effectiveness
    December 3, Campaign due
    December 4th or 6th, Presentation
    Meet with Julie Pisto and Susan Newsom of the Museum of Glass
     - Evaluate of strengths and weaknesses




                                                                                 24
                                                                       Museum of Glass

                      Campaign Members (See electronic signatures)




Julie Pisto                                        Justin Larimore
Director of Marketing & Communications             Pacific Lutheran University
Museum of Glass                                    253.318.3923
253.284.2129




Susan Newsom                                       Sabrina Coady
                                                   Pacific Lutheran University
Museum of Glass                                    253.249.3861
253.284.4732




Dr. Susan Harmon                                   Landon Heidenreich
Pacific Lutheran University                        Pacific Lutheran University
253.535.7253                                       360.909.6087




                                                                                   25
                                                                          Museum of Glass


Industry report

       In marketing museums, the effectiveness of communicating information relies on

the ability to construct images, convey information and engage the visitor, through either

social exchange or more traditional textual and visual methods (Goulding, 1999).

Museum marketing involves the selling of an experience. The fact that the images are

subject to different interpretations has important implications for the way Museums think

about their target audience and present themselves. Museums, particularly in the public

sector, have been slow to catch on to the idea of customer orientation, regardless of

growing pressure to become more competitive and self-reliant (Goulding, 1999).

Area/Clients served by the Museum of Glass

       The Museum of Glass‟, Tacoma, Washington is an international center for

contemporary art with a sustained focus on glass. It is both a unique Museum and the

cultural cornerstone of Tacoma‟s $150 million redevelopment along the Thea Foss

Waterway.

       The Museum‟s visitor demographics show visitors who are older, affluent, highly-

educated professionals. Visitors from King and Pierce counties account for half or fewer

of the Museum of Glass‟ visitors. The rest are from other areas of Washington, other

states, and other countries. The Museum of Glass consistently has visitors from

California, Oregon, Canada and Japan. In general, the Museum of Glass‟ marketing

efforts are geared to the 45+ year old professional living along the I-5 corridor from

Vancouver BC to Portland, Oregon and to cultural tourists.

       The strengths of the Museum of Glass that can be used to position and market the

Museum are the following: its dynamic learning environment, creative experiences,




                                                                                          26
                                                                         Museum of Glass


collections and exhibitions. These resources can be used as a basis for developing a

competitive advantage. For example, the Museum of Glass is an attraction that fulfills

visitor‟s social needs through group activities such as the hot shop and the studio, which

is dedicated to creating your own art. The membership exclusive invitations to events and

openings fulfill visitors esteem needs by providing special experiences to reward loyal

patrons. Through marketing activities and techniques the Museum of Glass is dedicated

to attracting self-actualized audience members, as they represent an important market for

performing arts attendance because of their philanthropic interests--they donate money

and attend activities.

        A major weakness that limits the Museum of Glass marketing efforts, as well as

other Museums, is the lack of marketing funds. The budget for such non-profit

organizations provides only a small portion to the marketing department. Therefore,

Museums rely heavily on creative marketing (guerilla marketing) efforts to attract the

target demographic.

        Furthermore, while the Museum of Glass has audience participation at every level

including passive spectators, focused experiencers and absorbed identifiers, the absorbed

consumers are relatively low. This means there‟s a lack of loyalty amongst the Museum

goers. Encouraging memberships is one way most Museums bring in their loyal

customers. In an effort to attract members to this audience level, the message strategy is

informational and communication should be frequent.

        An additional concern for Museum marketing is that they have a difficult time

adjusting to a marketing mindset. Museums often focus on the exhibits, displays and

activities and have minimal focus on the visitors and outside factors. For example,




                                                                                          27
                                                                           Museum of Glass


location could pose a threat to visitors. The Museum of Glass is located in downtown

Tacoma on a street that is difficult to find if you are not from the area. For college

students, transportation may create a barrier to attending the Museum. A lot of students

have no means of transportation, and riding the bus can be a hassle.

       Although, there are weaknesses that the Museum of Glass must confront, there are

several marketing development that have contributed to their success. In 2005, email

marketing helped direct traffic to the Museum of Glass web site, which was significantly

updated and redesigned to more accurately reflect the quality and scope of the Museum

(Fuse, 2005). The site now incorporates more images, video, and research material, and it

is updated daily to reflect current activities, and news about the Museum.

       The emphasis on database management has also helped the Museum better target

print mailings and introduce an effective print marketing tool: a seasonal Calendar of

Programs. The 20-page calendar is mailed three times a year at the beginning of the

winter, summer, and fall. It covers upcoming events in all areas of the Museum, from

lectures in

the Rakow Research Library to little gather storytelling sessions in the Auditorium. The

first calendar was mailed in January 2005 to more than 10,000 recipients (Fuse, 2005).

       An additional development in the Museum of Glass‟ promotional activities is the

paid advertising, in the form of billboards, television and radio commercials, and print

ads. Television commercials have been especially effective. In 2005/2006 commercials

were aired in regional metropolitan areas, including a limited run on NY1, the largest

cable news station in the New York City area (2006 Industry Report). In addition, the




                                                                                           28
                                                                          Museum of Glass


Museum introduced a new commercial focusing on the appeal of the Museum, and

especially the Hot Glass show, to multiple generations.

        Free events and activities aimed at families and young children also served the

local

community. Kids‟ Nights at the Museum, Ghosts in the Galleries, and the Holiday Open

House offered special weekend and evening events, and they attracted large turnouts.

Daily public programming, including You Design It; We Make It!, and the Magic of

Glass science show, which was offered during school breaks, provided reasons for

families to return to the Museum.

        In an effort to attract Puget Sound college students, the Museum of Glass,

effective Sunday, Oct. 29, will offer students free admission ever Sunday. On Sundays,

the Museum also presents popular lectures by visiting artists doing residencies in the Hot

Shop and experts in a wide variety of subjects. The history of the glass lecture series was

so popular after its first year that the Museum made it an annual series. Tracing the

history of glass making from ancient to modern times, Walt Lieberman, one of the

founders of the Studio Glass movement, condenses over 2000 years of glass history into

10 engaging presentations. After each lecture, the Home Hot Shop Team demonstrates

some of the techniques and styles he described.

Marketing advantages of local competition-greater Tacoma/Seattle area




                                                                                          29
                                                                         Museum of Glass




Michael Porter‟s five forces model is effective approach in determining the Museum‟s

industry competitors and their marketing advantages.

       Children‟s Museum of Tacoma marketing advantage: The Museum features a

variety of hands-on exhibits that aim to make learning fun. The Museum also provides

workshops and birthday party events. A visit to the Children‟s Museum of Tacoma

promises fun, play and learning. The Museum‟s imaginative environment reaches beyond

home and school experiences, nurturing growth and development as young children and

their adults explore the world together.

       Washington State History Museum Tacoma marketing advantage: Bringing the

history of Washington to life, Washington State History Museum features interactive

exhibits, theatrical storytelling, artifacts and more. The Museum is open daily.

       Tacoma Art Museum marketing advantage: Connecting people through art.

Tacoma Art Museum serves the diverse communities of the Northwest through its

collection, exhibitions and learning programs, emphasizing art and artists from the

Northwest.


                                                                                       30
                                                                           Museum of Glass


       Shanaman Sports Museum Tacoma marketing advantage: The Shanaman Sports

Museum is located at the Tacoma Dome and is open when there is an event scheduled.

The Museum features artifacts and a video documentary that explores the area‟s sports

heritage.

Job Carr Cabin Museum Tacoma marketing advantage: This Museum pays tribute to the

original Euro-American settler of what is now Tacoma. Admission is free, and donations

are accepted

       Seattle Art Museum marketing advantage: this Museum houses a permanent

exhibition of Asian, African and Northwest Coast Native American art, as well as touring

international exhibitions. Note the post-modern facade designed by Robert Venturi. Web

site has information about its collection, exhibitions, member news, programs events,

Museum store and general information.

       Museum of Flight marketing advantage: This Museum features the largest air and

space Museum on the west coast including exhibits of 54 airplanes; authentic and in mint

condition. In the steel and glass Great Gallery, dozens of full-size aircraft are seen flying

in formation six stories above. Aircraft exhibits, Museum store and more.

       Museum of History and Industry marketing advantage: The Museum of History

and Industry is a private, non-profit educational organization dedicated to the collection,

preservation and exhibition of Seattle, King County and Pacific Northwest history. The

Museum's library and archives contain 800,000 books, photographs, maps and

manuscripts and handles more than 2,000 research requests each year.

       The Pacific Science Center marketing advantage: The science center is a great

place for the entire family to learn about the natural world in an entertaining way.




                                                                                           31
                                                                          Museum of Glass


Children love games and demonstrations about physical science – exhibits displaying

dinosaurs, insects, computers and robots, and the human body will bring science and

natural history to life right before your eyes. Animal exhibits, which tend to be

everyone‟s favorite, let visitors, watch animals such as the naked mole rat, which is the

only known cold-blooded mammal.

         Frye Art Museum marketing advantage: If audiences crave cultural stimulation,

this Museum is an ideal destination. The renovated structure, built according to the strict

instructions of millionaire benefactor Charles Frye, features a collection of

representational art. Pieces are lit by sunlight from an overhead dome, according to Frye's

mandate that natural light be the only means of illumination. Live musical performances

and literary readings are also scheduled regularly. The Museum also features a cafe and a

store.

National and Local marketing trends

         The Museum of Glass is currently involved in an industry that is moving towards

the future. Art galleries around the world have been expanding and increasing in

attendance over the past several years. A recent development known as “Art tourism” has

increased the customer audience onto a more loyal level. According to the Washington

Post, museums are continually looking for ways to reach out to the attendees and art

lovers. “The Museum of Modern Art (MoMa) in New York was one of the best-loved

and most impressive of American art institutions” (Gopnik, 2007). It had 85,000 square

feet of gallery space, showing off about 1,000 wonderful works to as many as 11,000

people on a single day. That wasn‟t enough. Since its expansion in 2004, MoMA has

grown to show 50 percent more works in a building almost twice as big, packed one




                                                                                            32
                                                                             Museum of Glass


record day with almost double the visitors. Still not big enough: MoMA has now

announced plans to grow again, adding all kinds of new galleries in a 60,000-square-foot

space in a development next door” (Gopnik, 2007). As we see a consistent rise of interest

in the industry we must analyze how businesses‟ will adjust their marketing to meet the

future.

          As the industry continues to move towards the future, many museums, and,

galleries are taking advantage of new technology. For example, The Tate Museum,

Britain, is overhauling its online presence following the creation of a digital division for

e-marketing strategies (Cubitt, 2003). As they expand their internet presence, they‟re

looking to do more virtual marketing. The Tate now has marketing email lists at their

disposal and plan to use them to keep in touch with members. Securing members and

donations is essential to fund their ongoing success and appeal. While traditional direct

mail is still used to communicate with members, it seems the galleries are increasingly

looking for more innovative ways to attract wider audiences.

          The Tate Museum wants members to be aware of the meaning of their support.

They are targeting visitors with direct mail campaigns and running special offers in the

national press to attract new members. Sandra Elliott, deputy chief executive of Visit

London, says galleries operate in a competitive sector (Cubitt, 2003). There is a local,

national and international audience, and it is essential for art galleries to define their

audience and target people accordingly. The National Gallery also relies heavily on the

support of individuals to ensure its continued growth and success. Donations help fund

educational events, exhibitions and the acquisition of new paintings, among other things.




                                                                                             33
                                                                         Museum of Glass


It encourages visitors to donate online and is increasingly focusing on e-marketing

techniques to boost donations, according to a spokeswoman.

       In addition, with WiFi cell phones allowing people to connect online quicker, the

importance of an updated website and online marketing is more important than ever.

Such technological advancements as WiFi cell phones are encouraging all visitors to

become more up to date on events happening in their local museums (Khalife 2000).

Furthermore, technology advancements are allowing museums to increase visitor

involvement and interaction by having them send in photos or submitting ideas or

memories that the museum could possible use for artful reasons.

       A less widely recognized trend in museum marketing is demonstrated by New

York‟s Museum of Modern Art. Advertising is ubiquitous, but is it art? Yes, says New

York‟s Museum of Modern Art. BMW‟s Internet film series, The Hire, was recently

added to MoMA‟s permanent collection, along with other winning ads in a show created

by the Association of Independent Commercial Producers. Among them: Volkswagen‟s

cinematic spot for the convertible New Beetle set to ELO‟s “Blue Sky.”

       MoMA has collected filmic advertising since the 1930s. AICP first approached

the museum with its cache of ads in the early „90s. “We wanted to focus on artistry,” said

Matt Miller, president/CEO (Cubitt, 2003). MoMA media and film curator Larry Kardish

“loved the idea,” he said. “He called ads „small films of persuasion‟.” Yes, but art? As

media visionary Marshall McLuhan once said, he noted, “At the end of the century, we‟d

realize that the great art form of our time is advertising.”

       While Broadway shows and museums are different entertainment sectors, similar

challenges and trends are confronting the museum industry are confronting the theatre




                                                                                           34
                                                                           Museum of Glass


industry (New York Times 2007). It‟s accepted wisdom that young folks don‟t go to

theater and museums much and one presumed reason for their reluctance is the price of

entry. Hard evidence pointing to price as a serious barrier as apposed to, a resounding

lack of interest, has been hard to come by, because pricing trends go only in one

direction.

        A few years ago the Signature Theater Company, an Off Broadway company that

devotes each season to a single living American playwright, convinced Time Warner to

underwrite the cost of tickets: normally $45, they were sold for $15 for every

performance of every show of the regular run (Isherwood, 2007). The Signature program

was an instant success. The most significant was the change in the demographic of

audiences. After the initiative was put in place, 30 percent of audience members were 35

or under. All the productions in the two seasons the program has been in place have sold

out and extended their runs. The Signature recently announced that Time Warner would

continue the subsidies through the 2010 season. James Houghton, the Signature‟s artistic

director, said “we were in this vicious cycle where costs kept going up, so prices had to

keep going up, and I began to believe we were at a point where we were shutting out

audiences, so that theater was gradually becoming an elitist pastime” (Isherwood, 2007).

This program discovered that if you take that financial barrier away, there is a lot of

interest in theater.

        Most major not-for-profit theaters have student outreach programs or discount

offers for younger theatergoers. For example, the recent outreach by the Museum of

Glass is to attract college students with free Sundays. According to Isherwood, some of

New York‟s major arts institutions may be loosening their approach to discount tickets or




                                                                                            35
                                                                        Museum of Glass


inaugurating programs aimed at cultivating younger audiences. “We can‟t necessarily

control any of the sociological factors that are keeping younger audiences away from

theater. But we can deal with the economic part” (Isherwood, 2007). As the world is

directed toward the young and the new, this trend may constitute the success of the

museums marketing programs.

References:

Cubitt, Emily. Precision Marketing, 11/7/2003, Vol. 16 Issue 6, p12-12, 4/5p.

Gopnik, B. (2007) “Art Museum Expansion: A Constructive Trend?” Washington Post.
Retrieved October 8, 2007, from
http://www.washingtonpost.com/wpdyn/content/article/2007/10/05/AR2007100500240.h
tml

Goulding, C. European Journal of Marketing, 2000, Vol. 34 Issue 3/4, p261, 18p;

Isherwood, C. “If you Discount it, Will They Come?” The New York Times. Retreived
October 6, 2007 from
http://www.nytimes.com/2007/10/07/theater/07ishe.html?_r=1&oref=slogin.

Khalife K. (2000) “What is Marketing: Is your Museum‟s definition inside out?”
The Museum of Glass (2005-2006) (2006-2007) “Annual Report.”




                                                                                       36
                                                                        Museum of Glass



Marketing communications plan

                  Marketing Communications Plan - Outline
Introduction
         The Museum of Glass would like to increase the number of college students who
visit the Museum. By implementing a student driven marketing outreach, we‟d like to
encourage attendance to the Museum‟s Sunday afternoon artist conversations. In the past,
the marketing department at the Museum of Glass has used several strategies and
techniques to reach the college age demographic. “Whatever marketing strategies you
have in mind, chances are we‟ve done it, but what better way to reach the college age
demographic, then through college students, said Julie Pisto, Director of Marketing &
Communications, Museum of Glass.” The Museum assumes three general reasons why
students may not visit the museum:
1. Students are on a tight budget
2. Students are not aware of what the Museum offers
3. Students are generally busy with studies, jobs and their social lives.
         The Museum will address issue one by offering Student Sundays through May
2008. Any active student with ID from a college in Pierce County will receive free
admission on Sundays, which will allow them to attend the Museums very popular
lectures. This offer includes Pacific Lutheran University, University of Puget Sound,
University of Washington Tacoma, Tacoma Community College, Pierce College, Bates
Technical Institute and Clover Park Technical College.
         Issues two and three are up to us PLU marketers to address. Also, the Museum is
interested in our research to determine if there are any other issues.

Target Market
Pierce County College students are the target market for this marketing campaign. These
students will receive free admission on Sundays.
The Pierce County College Community consists of the following:
     Pacific Lutheran University
     University of Puget Sound
     University of Washington Tacoma
     Branches of Central Washington University, Chapman University, City
        University and Evergreen State College
     Bates Technical College
     Clover Park Technical College
     Tacoma Community College
     Pierce County College
    These listings of Puget Sound Colleges are our main target. With campuses such as
Pacific Lutheran University and University of Puget Sound and other small tight nit
community campuses the challenge is not spreading the word about free Sundays but
rather, encouraging the students to step away from their alternate leisure activities. We
can penetrate the target market through sending professor electronic mailings to inform
them and their students of free student Sundays and work with the art professors to


                                                                                       37
                                                                           Museum of Glass


provide students with extra credit, creating announcements and advertisements in the
college dorms, libraries, local coffee shops, social networks (Facebook and MySpace),
and getting our message into the college‟s daily flyers or campus media outlets.

Marketing Communications Plan

Strategy 1: Focus group study

Objective: The objectives of this are as follows: observe student‟s awareness about the
Museum of Glass, analyze student‟s leisure time to determine what activities the Museum
of Glass is competing against, ultimately, determine what will encourage students to
attend the museum.
Media: It is not necessary to use media to implement this study.
Message: Help us understand what you prefer.
Cost: This strategy is free of cost.
Timeline: On Wed. Oct. 24 we will conduct a 30 minute focus group study with five
random PLU students.
Evaluation: We will utilize the data we gathered to formalize a target market trends to
aid in the marketing strategy of the Museum of Glass to the surrounding college
communities.

Strategy 2: Create an electronic announcement to send to college campus art
departments (arrange for extra-credit opportunities with Art professors).

Objective: Utilize college campus art department contacts to inform students about Free
Student Sundays at the Museum of Glass. Through working with the art professors, we
hope to provide additional enticement to students and encourage professors to offer extra
credit.
Media: We will use electronic mailings for this strategy.
Message: Take a study break and let the glass blow you away at the Museum of Glass‟
free student Sundays.
Cost: This strategy is free of cost.
Timeline: On Monday Nov. 5, we‟ll create the first electronic announcement to the Puget
Sound College‟s art professors.
Evaluation: There will be two stages of evaluation for this strategy. First, did we make
contact with the appropriate professors and did they agree to announce the free student
Sundays to their students. Are the professors willing to provide students with extra
credit? Second, we‟ll ask that the professors that do participate respond to us with who is
receiving extra credit for attending the museum.

Strategy 3: Media placement

Objective: Through public relations strategies and tactics, our objective is to develop a
story angle and strategy that will attract the young, affluent college audience to attend the
Museum of Glass.




                                                                                          38
                                                                         Museum of Glass


Media: We will reach out to local Puget Sound college campus media outlets such as
PLU‟s KCNS, KCCR and The MAST. We will send out a press release to each of the
mediums. We will also reach out to local radio stations to get a public service
announcement.
Message: PLU Students and the Museum of Glass partner to offer Puget Sound College
Students free entertainment.
Cost: This is a cost free strategy.
Timeline:
Monday, October 29: Begin drafting the press release
Continue until the campaign is finished.
Evaluation: Creating awareness for as many students as possible, in order to reach as
much of the target market as we can.

Strategy 4: Partner with a local restaurant in the Tacoma Museum District

Objective: The objective of this outreach is to provide additional enticement for students
to attend the museum. Students are not limited to free student Sundays at the Museum of
Glass but they‟re also receiving a discount on dinner.
Media: If our outreach is successful, we will promote this offer through all of our
marketing activities such as, electronic mailings, press releases, social network
advertisements and poster advertisements (dependent on sponsorship).
Message: Take a free study break and let the glass blow you away. Then, head to
Indochine for a free appetizer.
Cost: This is free of cost.
Timeline: We will make our initial contact with restaurants in the Tacoma Museum
District on Monday, Nov. 5.
Evaluation: The evaluation of this strategy will be twofold. First, did a restaurant agree
to partner with us on this marketing campaign? If the restaurant agrees to partner with us,
we will count the amount of Museum ticket stubs they receive on Sundays.

Strategy 5: Promote Student Sundays on social networks such as Facebook and
MySpace.

Objective: Through utilizing such networks as MySpace and Facebook our objective is
to reach a large mass of college students and effectively communicate the Free Student
Sundays at the Museum of Glass. Ultimately, our goal is to encourage students to attend
the Museum.
Media: We will not use media for this strategy.
Message: We‟ll inform college students that Sundays will be a no admission fee and the
museum can be a place that students can come to, to take a break and relax from their
studies. Providing we‟re successful with our art department outreach and local restaurant
partnership, we‟ll also promote the extra credit opportunity and discount dinner at the
restaurant
Cost: This strategy is free of cost.
Timeline: On Tuesday, November 6, we‟ll seek Julie Pisto‟s approval for our
promotional ad or blog. Upon approval we‟ll post our ad.



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                                                                         Museum of Glass


Evaluation: We have a basic concept that we want to get across to the students and that
is the free Sunday admission. We will improve our plan week to week and find outreach
messages are most effective in reaching the student demographic.

Strategy 6: Explore sponsorship opportunities to display advertisements in the
college communities.

Objective: This could be a simple project as to create flyers, posters, shirts or radio
stations to put across college campuses. This sponsorship would be able to pay for
production costs and also advertise their own message on the product.
Media: This could be done at radio stations, bus stops, inside businesses and with flyers.
Message: FREE STUDENT SUNDAYS AT THE MUSEUM OF GLASS
Cost: Dependent on sponsorship
Timeline: Sponsorship must be received by November 6, in order to seek approval.
Evaluation: Sponsorships will allow for more possibilities of bringing out the awareness
that the Museum of Glass desires.




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                                                                                Museum of Glass



Electronic Approvals from Julie Pisto

Hi Sabrina,

We like the proposal – nice job!A few things:

 The name is just Museum of Glass. We dropped the International Center for Contemporary Art,
but it still appears on some of the older materials.

When you are talking to restaurants or potential sponsors, please be clear that this is a student
project and that you are not representatives of MOG. (It‟s fine to say that MOG has reviewed and
supports the project.)

Susan and I have both signed the proposal. Is there a fax number or mailing address --or should
we just hang onto it?

I think it is fine to have November 4th be the first free student Sunday. But only if your team has
actually done some marketing by then. Otherwise, we‟re simply extending free admission to
students who just happen to come by.

Have a good weekend,

Julie Pisto
Director, Marketing and Communications
Museum of Glass
1801 Dock Street
Tacoma, WA 98402-3217
253 284-2129
jpisto@museumofglass.org

Good afternoon Julie:

Thank you for faxing over the signed signature page of the marketing proposal. Please
find attached the communication plan.

We'd like to further discuss the start date for "Student Sundays". Please find our
suggested dates of communication outreach strategies in the communication plan. We
want to ensure that we've begun our marketing outreach strategies before the free
Sundays begin. Do you have a preferred start date?

Warm regards,

Sabrina Coady
PR & Marketing Director
253.249.3861




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                                                                                         Museum of Glass


Reply:

This looks fine. We are ready to start now, so just let us know when you first actually
communicate the offer. (I will hold on implementing it this Sunday, November 4 because it does
not sound like any communication has gone out.)

Julie Pisto
Director, Marketing and Communications
Museum of Glass
1801 Dock Street
Tacoma, WA 98402-3217
253 284-2129
jpisto@museumofglass.org

Approval of Marketing materials:

Hello Sabrina, Justin and Landon,

Nice work! These are almost ready to go:

Remember to change the date on the press release to the day you actually send it.

On the fact sheet, state that Sunday afternoons often include a conversation with an a Visiting Artist. (It
isn't every Sunday -- refer to the Web site.)

In all three items, it would be a good idea to refer to the Museum's web site. "Check museumofglass.org
for more information."

And, although this isn't critical, the press release would be more interesting if your quotes sounded real --
 like the way college students actually talk. It's okay to show a bit of personality and humor in a quote and
will get a little more attention. "Its more fun than watching the Seahawks lose again" or "it definitely isn't
your grandma's art museum" . (Not this exactly -- but something you might say without sounding phony.)

As for My Space -- this might be the most interesting thing you have uncovered! Turns out that someone
on the Museum's staff did set up the page, but it didn't go much further than that. Now we are embarassed
by our lack of "friends" and are working on unblocking the spam filter on our own system.

Rather than getting rid of the page (which at least is accurate), it would be best if you tell us what you
would like added and we will put it up. Since your term is almost over, it isn't realistic to think that you
will be inspired to maintain the page once your class is over -- and, that is really our responsiblity. Let me
know if this makes sense to you.

So, you are ready to go on the materials with just a few adjustments.

I am working (sporadically) from home today and am trying to out-nap this stupid cold. If you have
pressing questions, my home number is 952-2089. I'm sure I'll be back to the Museum by tomorrow.

I'll see you next week. (Will your professor be attending your presentation?)

Julie Pisto




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