Strategic Marketing Framework 2011-2012 to 2015-2016 Draft 4 Canada Science and Technology Museums Corporation Société des musées de sciences et technologies du Canada

CSTMC Strategic Context Mandate To foster scientific and technological literacy throughout Canada by establishing, maintaining and developing a collection of scientific and technological objects, with special but not exclusive reference to Canada, and by demonstrating the products and processes of science and technology and their economic, social and cultural relationships to society Vision To inspire all Canadians to engage with their scientific and technological past, present and future Mission As keepers of Canada’s scientific and technological collection, we help all generations to experience the past, explore the present and imagine the future by engaging them in the rich cultural connections between and amongst science, technology and society.

Value Propositions – Overall Stewardship: We preserve and sustain Canada’s national collection of artifacts, literature and images in the areas of agriculture, aviation, communications, industrial design, physical sciences, medicine and transportation. Catalysts: We are catalysts for greater understanding and appreciation of science and technology in society. Inspiration: We inspire future generations to choose careers in science and technology. Engagement: We share the stories of achievements in science and technology. National: We provide a national forum to foster a culture that values and promotes scientific research. Connections: We explore the connections between science and technology and society. Exploration: We explore with all Canadians the past, present and future of science and technology. Showcase: We provide a platform to showcase Canadian achievements in science and technology

Strategy Litmus Test Strategies are assessed against the following considerations: Litmus test

Strategic Plan - Direction Big Picture Think bigger than what we are / need to stretch Link more to Government policies relating to science, technology, innovation and productivity Be Innovative Rethink the traditional role of “Museum” The country needs innovation – pursue innovation to inspire the future, rather than just show the past Link more to a variety of communities Sense of Urgency Giant leaps forward, not baby steps

CSTMC Overall Swot Analysis - Strengths Value for money Visitor satisfaction rating Great membership/loyalty Noted authority on the subject Expertise Collection Niche (collection/expertise/museum/science center) Resourcefulness Dedicated workforce Great stories to tell Volunteers Weaknesses Facilities Location To much to do re: resources Image/perception problems / reputation to modify (regional museums vs. national museums) Perception that we are kids’ museums Being under Heritage Lack of engagement of the 13-24 generation Age/diversity of volunteers Not enough appeal to minorities No strong focus Aging Workforce Number of sponsorship Limited types of audiences Opportunities Board members as ambassadors Right place at the right time It’s the right moment for change Change in demographics Appetite for innovation Social media New friends and allies Partnerships Millennial generation Consultation follow-up Aging population Threats Those who should be partners behaving like competitors Competition for resources Offerings of competitors – variety in the market place External people do not get our new vision OR are afraid of what we will become Not connecting with the younger generation Aging and burn out (workforce) Government deficit Risk to our collection due to substandard storage facilities

5 Key Result Areas (KRAs) Share Knowledge through our Programs, Partnerships and Compelling Visitor Experiences Increase National Presence, Participation and Linkages Advance our Internationally Renowned Collections Ensure Corporate Sustainability Be a Top Employer

KRA 1.0 Share Knowledge Objective Engage Canadians in the past, present and future of science, technology and society through rich and compelling experiences. Strategies Increase access to museum content through a variety of channels with focus on the Website Develop and implement major national programs that foster scientific and technological literacy across Canada Ensure relevant, engaging, distinctive, innovative and entertaining visitor experiences at the CSTMC museums. 1.1.1 Complete the 2nd year of a three year website renewal project 1.1.2 Review and recalibrate Corporate publishing 1.1.3 Implement the Corporate Social Media strategy 1.2.1 Launch of Energy exhibition and Year-1 of Energy Pan-Canadian 1.2.2 Examine opportunities for youth and science national tv show 1.3.1 Develop and Implement project for new visitor experience programs and products using new technological delivery platforms. (apps, wireless, ipod etc.) 1.3.2 Increase promotion of museum offerings

KRA 2.0 National Presence Objective #1 Enhance our profile and our impact in all provinces and territories with a variety of stakeholders involved in science, technology and culture. Strategies Strengthen National Network Expand National Outreach Increase National Awareness 2.1.1 Take the lead for the programming of the National Science & Technology Week 2.1.2 Manage and monitor the HUB 2.1.3 Monitor and conduct a cost benefit analysis of MOUs 2.1.4 Develop Associate Program 2.1.5 Plan to host national and international forums, conferences and other related activities 2.2.1 Manage the distance learning and videoconferencing programs. 2.2.2 Develop a National Education Strategy 2.3.1 Develop and implement a National Awareness Campaign using the Energy theme that includes components such as travelling exhibition; airport installations, kiosks at partner venues, distance learning program, web site & virtual exhibition, Pan-Canadian promotional activities and NCR programming and marketing.

2.0 National Presence Strategic Objective #2 Create nationally recognized destinations for all Canadians Strategies: Make progress on New CSTM Building Showcase new technologies with a focus on Energy CSTM focus = renew exhibitions CASM focus = enhance the concept of “Space” CAgM focus = create new public programming space to meet demand 2.4.1 Complete visitor experience framework for a proposed new CSTM building 2.4.2 Support National Awareness Campaign for the new CSTM. 2.5.1 ActivateEnergy programming 2.5.2 Implement an incoming travelling exhibition program for CSTM 2.6.1 Develop new tools and Implement innovative process to engage industry and stakeholders to provide new technology content. 2.6.2 Showcase new technology, pertaining to the subject matter or in the creation of interactives in new exhibitions and demonstrations 2.6.3 Update existing exhibitions showcasing new technology 2.7.1 Activate Energy programming 2.7.2 Continue the integration of the subject of Space at CASM. 2.7.3 Promote the new wing at CASM and roll out new programming and revenue generating activities 2.8.1 Activate Energy Programming 2.8.2 Begin renovation of building 2.8.3 Finalize the functional program and exhibition program of new space. 2.8.4 Deliver events to celebrate the 125th anniversary of CEF (2011).

Strategic Marketing Overview Corporate Perspective Close look at each institution 5 P’s approach Product, Price, People, Promotion, Place 5 year framework

Marketing Mix (General) Product People Price Promotion Place (distribution)

Museum Marketing (Kotler) 5P elements of the Museum Marketing Mix Target Market People Board Managers Staff Hierarchies Teams Promotion Advertising Public Relations Direct Marketing E-Communications Exhibition Promotions Tour Promotions Price Admission Fees Membership Fees Discounts Allowances Product Product variety exhibitions programs retail Quality Design Features Brand name Place Channels Locations Transport Inventory Internet From Kotler, Museum Marketing & Strategy, 2nd ed. Jossey Bass 2008 p.29

Museum Marketing (Kotler) The 5P’s and the 5 C’s Producer’s View of the Market Product Price Place (Distribution) Promotion People (Staff) Create benefits and value greater than competitors’ offerings Build brand loyalty Consumer’s View of the Market Consumer Value Cost to the Customer Convenience Communication Courtesy (Hospitality) Seek great access and low cost From Kotler, Museum Marketing & Strategy, 2nd ed. Jossey Bass 2008 p. 30

Museum Marketing (Kotler) Market Segmentation and Target Marketing Segmenting Markets Target Marketing 1. Identify bases for market segmentation 2. Develop profiles of resulting segments 3. Develop measures of segment attractiveness 4. Select target markets 5. Develop positioning for each target market 6 Develop marketing mix for each target market From Kotler, Museum Marketing & Strategy, 2nd ed. Jossey Bass 2008 p. 116

Portfolio Management Principles Each Museum is distinctive and differentiated in the marketplace Content specialization Image, positioning and brand Location & access Audiences Some initiatives are useful to one, two or all three museums Look at market potential of the set of three museums, optimizing the opportunities of each, reinforcing differentiation and managing as a set

Audience Demographics:

Audience Motivation & The Family Effect

Audience Loyalty

Portfolio Management - Differentiation CSTM CAgFM CASM Unique Value Proposition CSTM Offers excellent visitor experiences, facilitated by knowledgeable staff that can make the most out of the exhibitions, demos and programs and adapt the visitor learning experience to the unique needs of the visitor CAgFM offers exceptional visitor learning experiences, particularly for families with small children, and serves as the key interpretation focal point for the Central Experimental Farm and for learning about Agriculture and Agri-foods in Canada. Highlighting its extraordinary collection, and leveraging a unique new relationship with the Canadian Space Agency, CASM offers a unique environment for enriching learning experiences, special events, distance learning and rentals for 3rd parties Through its unique national role in the national network of aviation and aerospace museums in Canada, CASM is a content provider to support audiences of this extended network Positioning Science Fun for Everyone Farm Food & Fun Above & Beyond Primary Audience Mixed - General Families with Kids Adults Primary Audience Source Combined local, national & visitors Mainly local (strengthen national & visitors) Mainly visitors & national

Key Initiatives CSTM CAgFM CASM BUILDING ON-SITE AUDIENCES Family Focus Adult – Frequent Independent Traveler (FIT) Focus VFR program Ambassadors Tour Operators VIP Program Meeting & Convention Planners Blitz (facilities rental) After 2012 Energy Exhibitions ENGAGING NATIONAL AUDIENCES NSTW Hub ConnexScience.ca Web redesign Energy Literacy Program FoodFacts video clips AviationNet info kiosks

Special New Initiatives – National Outreach CSTM Energy Pan-Canadian CAgFM Food Facts CASM AviationNet NCR S&T Hub

Canada Agriculture & Food Museum Existing Situation Mostly local visitation Very high repeat visitation (45% = 6x) 62% have children under 18, & 64% come to satisfy child’s interest Little visitation from out-of-town visitors Capacity and seasonal operations limitations until new exhibition and programming space opens in 2012

CAgFM Audience Profile Very high % locals & Families Low % of visitors to the Capital region Fewer total visitors due to declining number of new visitors

CAgFM Attendance & Promotion

CAgFM Satisfaction

CAgFM Big Picture Stretch: Expand programming focus to include food Be Innovative Use video-based media to “export” national content on agriculture & food Sense of Urgency Need to fulfill re-branding promise from Agriculture to Agriculture & Food Leverage key opportunity in 2011 for 125th anniversary of CEF Need to extend programming space & go year-round rather than seasonal

CAgFM Objectives: Broaden audience base of NCR families (KRA 1,2) Attract visiting families (coming to NCR) – build new audience in 2011 with CEF 125th Anniversary.(KRA 1,2) To develop new food-related content, programming, exhibitions, and revenue-generation opportunities with new facilities opening in 2012 (KRA 1,2,4) To engage AAFC and industry partners to support new content & programming (KRA 1,2,4) To be a source of knowledge and informative content about Canadian agriculture and agri-foods for national audiences (KRA 1,2)

CAgFM Unique attributes VE and operations (animals, demos & programming) provide unique & enriching learning experiences Excellent children’s programming – high percentage family & VFR audience Unique point of interpretation for agriculture, agri-foods within the Central Experimental Farm Heritage context (CEF National Historic Site designation and museum occupancy of heritage buildings) provides additional visitor experience potential

CAgFM Unique Value Proposition CAgFM offers exceptional visitor learning experiences, particularly for families with small children; serves as the key interpretation focal point for the Central Experimental Farm and as a source of learning about past, present and future of agriculture and food in Canada

CAgFM Branding Challenge Positioning (interim) Name change from Canada Agriculture Museum to Canada Agriculture and Food Museum will create a promise of “food” content Positioning (interim) Farm, Food & Fun ! / Agro-Amusant ! Logo & Identity (longer term) Develop new brand and image Roll-out for consistency, in step with new facilities & programming

CAgFM Cause Fostering science & technology literacy by helping young people discover, experience, learn about & appreciate Canada’s agricultural heritage and where our food comes from

CAgFM Key Audiences Onsite Targets: Families with children Local residents (VFR) Tour operators Visitors from outside NCR Education Special communities Facilities rental market

CAgFM Key National Audiences: National Targets: Key Agriculture and Food Industry Stakeholders Private Sector Partners Educators

CAgFM – Families with Children Product People Price Place (Dist) Promotion Animals always very popular with families Exhibitions designed to facilitate parents with young kids Increased outdoor programming in short term New facilities & exhibit space in 2012 New content (exhibits & programming) on Food to be introduced in 2012 VE & operations Staff make the learning experience unique, whether first time visitor or repeat Memberships incite frequent visitation 3 for 3 packages On-site learning experiences for families On-line activities to continue learning & engagement at home Stronger promotion to develop & maintain top-of-mind awareness and interest targeting families with children

CAgFM – Visiting Friends & Relatives (VFR) Product People Price Place (Dist) Promotion VFR Ambassador program CEF 125th special promotion Ambassadors program engages locals to bring their visiting friends and relatives to CAgFM CEF 125th anniversary link with AAFC, NCC, & other festivals & events Ambassadors get rewards (grandparents get in free, etc) Membership program to support frequent visitors Households throughout NCR On-line info to help centre to plan your visit VFR support materials on demand or distributed through key local distribution points Integrated VFR campaign with Ottawa Tourism and Outaouais Tourism Link with local media

CAgFM – Tour Operators Product People Price Place (Dist) Promotion VIP program for tour operators & their clients Focus on CEF 125th anniversary CEF Step-on guide program for tours VE staff can work well with groups, providing engaging relevant, distinctive, innovative, entertaining visitor experiences CAgFM Marketing team to sell tour services Special Group pricing Advance-booking discount for tour operators Additional services available at additional cost (guided tours, special collection tours, etc) On-site special program for tour groups Work through regional tourism channels Special promotional initiatives to reach, inform and engage tour operators Work through local Ottawa & Outaouais tourism organizations and tour companies to promote the program Orientation & sample tours program for operators Link with AAFC

CAgFM - Visitors From Outside NCR Product People Price Place (Dist) Promotion Central Experimental Farm 125th Anniversary The Museum Experience Animals always very popular with families Exhibitions designed to facilitate parents with young kids New exhibitions & programs on-stream in new facilities in 2012 Friendly, knowledgeable VE staff provide exceptional visitor experiences Work with front-line staff, tourism industry operators, restaurants, hotel concierges for referrals. Special offers with other 2 museums (3 for 3) Packaging with accommodation (hotels) Special discounts & packaging with partner festivals & events Work with tourism partners to help potential visitors plan for a visit to the CEF/CAgFM as part of their trip Link with key Capital events & festivals Partner with hotels & other local venues to intercept visitors when they arrive. Work with Tourism Organizations to Promote the CEF as a special attraction, to be included as part of any visit to the NCR, and the CAgFM as the heart of any visit to the CEF Cross-promote with other festivals, events & attractions, (Tulip, Canada Day, Fall Rhapsody)

CAgFM Education Product People Price Place (Dist) Promotion School Programs Ed specialists on-site Price increase planned for 2011 In-museum New classroom in bldg 91in 2011 New classrooms planned for 2012 plus auditorium Brochure Web Summer Camps 4 camps, 4 themes Price increase for 2011 Additional capacity Other Education Special Events

CAgFM – Special Communities Product People Price Place (Dist) Promotion The museum & site experience New facilities available for meetings & rentals in 2012 Enhanced programs & activities adapted to welcome special communities Friendly, knowledgeable VE & operations staff connect the collection with the special interest visitor and assist with event planning. Work through 3rd parties (groups, associations, corporate partners, volunteers) Special pricing to incent special community access Combination facilities use and museum access On-site facilities and surrounding site Promote the museum and grounds to specific groups, cultural communities associations to participate in special events and programs Target employee programs for corporate partners (volunteering) Target facilities rental to key communities once new facilities are on-stream in 2012

CAgFM - Facilities Rental Market Product People Price Place (Dist) Promotion The museum & site experience New facilities available for meetings & rentals in 2012 Enhanced programs & activities adapted to welcome groups Facilities staff provide excellent service & help create distinctive & memorable participant experience Staff and suppliers offer excellent meeting planning support Emphasize value & unique experience rather than discounting price. Promote follow-up visitation, special offers to have people come back after facilities-use for meetings On-site facilities Work through AAFC, partners & community channels Work with/through special interest groups, cultural organizations & corporate partners Target facilities rental to key communities once new facilities are on-stream in 2012 Target Food Industry for meetings & special events