USS Midway Museum Building a Sustainable Future for All Generations Jacobs and Clevenger Casewriters’ Workshop October 2015 Blodwen Tarter Golden Gate University

Photos Courtesy of USS Midway Museum Then … Active service

Photos courtesy of USS Midway Museum Photo courtesy of the case author … Now San Diego maritime museum 2004-today

Learning Objectives Develop a long-term marketing strategy. Address the museum marketing issues of –individual ticket sales –membership –revenue-generating events

Learning Objectives Design shorter-term marketing tactics to meet specified objectives –overall IMC plan for an experiential museum and event location. –focus on specific components such as social media marketing, partnerships, digital marketing, event sponsorship, direct marketing, or public relations.

Learning Objectives Target audience(s) –Define a target audience, select appropriate media, construct actionable offers that result in measurable outcomes, such as revenue. –Demonstrate an understanding of generational cohorts as targeted segments and develop specific marketing communications programs to reach and influence each segment.

Versatile Uses Suitable for general courses in: integrated marketing communications, advertising, direct marketing, digital marketing social media marketing Specialized courses in not-for-profit management and marketing not-for-profits tourism marketing museum marketing

Versatile Uses Specific discussions on –consumer behavior with respect to generational (age) sub-cultures and reference groups (e.g. the military) –customer relationship management and segmentation –creative strategy and execution –media planning Flexibility to focus at the strategic or the tactical level or both Undergraduates and graduates, appeals to veterans

The USS Midway Museum 1.2 million annual visitors to the ship educational programs for >50,000 local students host 700+ corporate and civic events on board each year built capital fund to $20 million by 2014 profitable since its first month of operations in 2004

The Situation Analysis The First Ten Years Intro to the USS Midway aircraft carrier Overview of the USS Midway Museum –History –Existing marketing methods and benchmarks –Financial performance

The Situation Analysis The First Ten Years Initial strategies leading to current success 1.Leverage those who have a stake in our success. 2.Own the patriotic holidays. 3.“Hunt where the ducks are.” 4.Become a community resource. 5.Become a national resource.

Current Issues The Next Ten Years Become “America’s living symbol of freedom” “Preserve the historic USS Midway and the legacy of those who serve, inspire and educate future generations, and entertain our museum guests”

Current Issues The Next Ten Years Recognized need to update marketing strategy for the next ten years. New tactics needed. Target generations (WWII Greatest Generation, Silent Generation and Baby Boomers) are aging. Must attract more Gen X and Gen Y/Millennial parents as well as their children (Gen Z). Retain the engagement of the older generations upon which the initial success of the Museum has relied.

Discussion Areas 1.Who are the customers of the USS Midway Museum today? How does the Museum generate revenue to support its mission? 2.The USS Midway Museum has been successful for ten years. What has changed that is causing the Museum to re- examine its marketing approach ?

Discussion Areas 3.The USS Midway Museum wants to appeal to all generations. –Describe the different generations and their relevant characteristics. –What makes the Museum appealing to each of these generations? –How can these segments be more clearly defined? –How else might the Museum segment its target audience?

Discussion Areas 3.Among the different possible targets, which one(s) should the USS Midway Museum focus on? Why? What messages would grab the attention of these segments? 4.What are the pros and cons of different media for reaching the targeted group(s)?

Discussion Areas At the end of the case, students are specifically challenged to: –Diversify and increase attendance on the ship. –Increase attendance for on-board student events. –Generate revenue in the form of museum ticket sales, membership dues, and fees for on-board corporate and private events. –Remain relevant and engaging to future generations in the context of an authentic historic artifact.

Alternative Case Uses Select a specific medium for consideration and have students present their analysis and recommendation (“include” or “don’t include”). Focus on a specific approach (such as public relations or direct marketing). Ask students to develop several alternatives with the pros and cons of each. Debate the alternatives and choose which to pursue. Select something not specifically identified in the case and ask students to suggest a way to utilize that marcom method in the future. For instance, how might the USS Midway Museum utilize direct ?

The Curriculum Challenge Thinking about not-for-profits One-time (or infrequent) sales vs repeat purchases; variety of objectives Considering different generations preferences for different media Significantly different audiences: –Tourists, locals, international visitors, event planners, vets

Case Resources Financial statement Photos Info on ticket prices Membership benefits at different levels Example of on-board marketing The website midway.org

Contact Information Dr. Blodwen Tarter Golden Gate University

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