Barnett ASTC 111/10/2003page 0 Understanding and Integrating the Online Experience Bill Barnett Melissa Hilton The Field Museum 2003 ASTC Conference

Barnett ASTC 111/10/2003page 1 Conceptual Steps for the Field Museum 1.Market Analysis – The Role of The Field in Lifelong Learning – How Visitors View Us – Local Market Segment Priorities 2.Visitor Experience Development – Developing the visitor cycle 3.Ongoing Programs – Science From the Field – Harris Program Online – E-News newsletters – Museum Advocacy Program

Barnett ASTC 111/10/2003page 2 The Role of The Field in Lifelong Learning Field Museum as Content Source Ed. Activities Training Authentic Science Collections and Publications Content Integrators and Distributors Curriculum Developers Science Consumers Educators Students Lifelong Learners Scientists Educators Exhibits

Barnett ASTC 111/10/2003page 3 How Visitors View Us Everyman’s Classic Highbrow Adult Museum as Theme Park Authentic Museum For real museum lovers Exhibits of interest to the serious museum goer Traditional and conservative Classic feeling Intellectually stimulating Really educational A place where you can roam, explore as long as like Wide variety of exhibits More for Adults More for Kids More TraditionalMore Contemporary Field Art Institute Science and Industry Shedd

Barnett ASTC 111/10/2003page 4 Local Market Segment Priorities Limiters 10% Someday 14% Rejecters 10% Warming Up 21% Field Museum Opportunities Heart of the Field 17% Not My Style 12% Room to Grow 16% Guard Closely Treat Well Celebrate classic Monitor Impact of Others’ Attractions Study Satisfaction Recruit Members Build Database Forge Relationships Try to Capture Analyze Art Institute Pull in with “Big” Exhibits Surprise them with what we can be Infuse exhibits with creativity, emotion- ally punch Then study reaction Tough Sledding May pull in with “Big Exhibits” but what chance of repeat If you build it they may come Don’t let them muddy surveys Shift attention to other groups

Barnett ASTC 111/10/2003page 5 Developing the Visitor Cycle

Barnett ASTC 111/10/2003page 6 Science from the Field Goal Bring scientific expeditions directly to a general audience Provide content source for future formal education support Train educators in science Features Content focus on the science as well as the experiential dimensions of fieldwork s from the Field. Website that provides a graphical and temporal organization to the expedition. Video from the field

Barnett ASTC 111/10/2003page 7 Harris Program Online Goals Better understand educator needs Improve the systems that support educators and students Features User study of teachers and their needs A corrected data warehouse of local educator information A new communications plan that includes flyers, newsletters, and fieldtrip confirmation kits Restructured web page with Harris online loan reservation functions

Barnett ASTC 111/10/2003page 8 E-News newsletters Goals Develop new online relationships with visitors Features Kiosk for Capturing information at exhibit exits Enews Categories based on Visitor interest Anthropology and Cultural Diversity Archaeology Dinosaurs and Paleontology Environmental Conservation Family and Kids Programs Geology and Earth Science Plants and Animals Teacher and Student Programs e-News from The Field

Barnett ASTC 111/10/2003page 9 Museum Advocacy Program Goals Solicit grass roots support for Museum capital projects during State legislative session Develop a relationship with previously anonymous visitors who support our Museum Features Web site that automatically s individuals’ state reps, Governor, and Mayor Kiosks in Museum (shown) to heighten visibility and lower bar to participation. Partnership with other Chicago Museums