1. Evaluating Marketing and Learning Programs
Evaluating Marketing and Learning Programs
PRESENTED BY ANDREW HARPER, NICOLLE KEYES, DEB SULWAY
MUSEUM OF AUSTRALIAN DEMOCRACY AT OLD PARLIAMENT HOUSE

2. History
Planning and development for a new Museum
Establishment as an Executive Agency
The opening of MoAD on 9 May 2009
Overview of our new programs
Governance reporting and decision making

3. OLD PARLIAMENT HOUSE 1927

4. HISTORY 1927 -Provisional Parliament House is officially opened
Parliament moves to a new building and the Provisional Parliament House is closed
building reopened for various uses
more solid interpretation of policy and parliamentary history including National Portrait Gallery
funding for development of Museum of Australian Democracy
National Heritage listing

5. PLANNING AND DEVELOPMENT OF MUSEUM OF AUSTRALIAN DEMOCRACY
2006 to 2009 – intense planning and development
2007 – opened Stage 1 of the Australian Prime Ministers Centre

6. CHALLENGES
New Branding
Innovative technology
Engagement and interaction with visitors
Ensure heritage values are maintained
Capital Works

7. ESTABLISHMENT AS AN EXECUTIVE AGENCY
Previously administered by several Commonwealth Departments
July 2008 established as Executive Agency reporting directly to Cabinet Secretary

8. MAJOR CHANGES
Managing our own Finance, IT and Human Resources arrangements
Developing our own Governance procedures and policies
Arrangements for dealing directly with the Minister
Producing Portfolio Budget Statements, Financial Statements and Annual Report
Developing a Project Management Framework

9. OPENING OF THE MUSEUM OF AUSTRALIAN DEMOCRACY 9 MAY 2009

10. GOVERNANCE ARRANGEMENTS, ORGANISATION STRUCTURE AND DECISION MAKING

11. MANAGEMENT COMMITTEES
Executive Management Group
Senior Management Group
Acquisitions Committee
Audit Committee
Interpretation and Programs Content Committee
Occupational Health and Safety Committee
Heritage Actions Committee
Workplace Consultative Committee

12. Executive Management Group
Chair: Director Members : Deputy Directors
Set strategic directions for the agency
Provides a forum for discussion and decision making on agency-wide issues
Oversees risk management
Senior Management Group
Chair: Director Members: EMG plus section Managers
Provides an avenue for decision making, consultation and feedback on agency wide issues
Promotes risk management within the agency, regularly reviews and assess key risks, and ensure appropriate linkage between risk management and planning

13. CREATE A POSITIVE AND INCLUSIVE CULTURE
All new policies distributed to staff for comment
Monthly all staff meetings

14. ADVISORY COUNCIL
Provide expert advice
Members appointed by Minister
Current chair William McInnes
Meets 4 times a year

15. Numerous accountability and external scrutiny mechanisms
Heritage responsibilities

16. DIVERSE BUSINESS
Tenants
Catering

17. EXHIBITIONS

18. EXHIBITIONS

19. A A challenging journey
and
not over yet!

20. MARKET RESEARCH Concepts/ideas Visitor Visitation Research
Online/onsite
Visitor
satisfaction
Research
Awareness levels

21. Visitation

22. Awareness levels
Which, if any, of the following museums have you heard of? Please tick all that apply. (RANDOMISE ORDER. MULTICODE POSSIBLE)
Museum of Australian Democracy
The Museum of Constitutional History
Museum of Australian States
National Museum of Australia
Immigration Museum
The Museum of Australian Democracy (MoAD), based in Canberra, is a place where you can celebrate, debate and experience Australian democracy within the setting of an authentic and iconic heritage building. How interested are you in this type of museum? (TICK ONE ONLY)
Extremely interested, Very interested, Fairly interested,
Not particularly interested, Not at all interested
How likely are you to visit the Museum of Australian Democracy (MoAD) in Canberra in the next 12 months? (TICK ONE ONLY)

23. Exit Surveys Reason for visiting
Around 50% of visitors to MoAD came specifically for
“learning about Australian democracy” and gave
reasons such as:

24. Concepts/ideas
The Name Change

25. Building – history & heritage
The Solution
Building – history & heritage
Australian Democracy

26. Evaluation of Marketing Campaigns Social Media Campaign
Objectives:
Generate online conversations about democracy/the campaign
Contribute to an increase in awareness of the museum
Metric
KPI
Result
Notes
Online Conversations
1,000
5,958
495% increase
Online visitors
30,000
30,281
0.9% increase
Google Keyword Searches
500
1,949
Derivative from Google Analytics
Public relations
$400,000 worth of free exposure
$457,460
14% increase
Awareness of MoAD
Increase by 2% (combined) in ACT, NSW and VIC
TBC
Awareness research is scheduled for end of September

27. Case Study Schools Learning Programs