Strategic Marketing Plan 2010-2017 Roadmap June 2010

What’s a Strategic Marketing Plan? Big picture goals Link between the 3 museums – coherent Making connections Marketing Goals in line. Longer timeline Link internally- revenue Changing face of museums – commercial aspects – Marketing internally Lien avec evenements Synergies with other museums sharing Become more political – value of culture PA role communications, etc. Branding – guidelines

Why Do We Need One? AG Everyone on the same page Productivity – better defined working approach Consistency Priorities more clearly defined (making choices) not everything to all people Pas la dernière minute Fierté du travail Pas de dédoublement From local to national – shifting our image. Saving money – well executed – productivity How to use the corporate services – image Telling a story – encourage people – exciting Shift in time ie ATMs what will the future be like (imagining), social media Strong plan – Canadians will want us to succeed.

Vision & Expectations? Of Canadians? Of the Minister? Of the Board? Pas des dinosaurs – showing the future no fear of controversy Feeling of pride 150th Media is changing – newspapers Short attention span – modify our museum experiences Reading the environment Existing perceptions Opening imagination – being creative Connecting to people’s personal connection Of the Minister? Of the Board? Of the President/CEO Of the VP? Of the PA Management Team? Of our Client Museums? Of our Partners? Of our Communities? Of our Customers?

What are our Key Challenges?

Who are our Key Audiences?

What are our Best Opportunities?

Products Part 1

Products Part 2

Are there Waves we can Surf?

How Will This Link With What We Do?

If Only…

Next Steps