Beruflich Dokumente
Kultur Dokumente
Marketing
Alex Davis
for
De Saisset Museum
Tuesday, February 27, 2018
Table of Contents
Executive Summary 3
Problem 4
Project Description 5
Cost Analysis 7
Assessment Strategy 8
Conclusion 8
Appendix 9
2
Executive Summary
A large portion of the de Saisset Museum1’s funding comes from
membership fees and donations. Although the museum is free, members
can pledge a certain amount of money to the museum and receive benefits
in return (i.e. Private events and tours). Considering that funding isn’t the
museum’s strong suit, increasing the amount of funding and cutting
museum costs will be very beneficial to the museum. This will allow the
museum to focus its funds on essentials such as more sought after
exhibitions and building renovations.
The use of TVs for exhibition promotions will also decrease the costs and
waste of the museum. These flyers are rarely picked up from the museum,
which means a lot of them go to waste. Also, new flyers are printed every
quarter to promote the exhibitions, which is very expensive. Displaying the
information of TV screens will eliminate this waste and decrease museum
costs in the long run.
1
The de Saisset Museum stands at the heart of Santa Clara University’s campus and has been
providing visitors with free access to art and history exhibitions since 1955.
3
The Problem
Number of Visitors: The de Saisset Museum attracts around 50 visitors per
day on average. The museum is open five hours a day from Tuesday
through Sunday, which means that the museum gets around 10 visits per
hour. This number can be greatly increased through the implementation of
electronic marketing.
Flyers: The use of flyers is a very outdated and wasteful way of advertising.
The placement of the flyers being limited to inside the museum is an
ineffective way of advertising. Eliminating the use of flyers would both
increase the reach of the messages and decrease the waste caused by
unused flyers. TVs will make the use of wasteful flyers unnecessary while
also increasing audience reach.
SUCCESS: This is a simple and inexpensive plan that will benefit the
museum’s finances and success. It is unexpected that such a minor change
in business operations can affect the museum so drastically. This change is
concrete because it is evident that using TVs will be more effective and
efficient. The use of TVs by other organizations on and around SCU’s
campus show the credibility of this initiative. By expanding the museum’s
reach to more visitors, people will become more culturally involved and
aware. With more visitors in the museum, word will spread, which will
ultimately turn the museum into a place where people can share cultural
experiences.
4
Project Description
The de Saisset Museum’s goal is “educating the whole person through a
diverse and accessible range of exhibitions, collections, and educational
programs that highlight the art and history of the San Francisco Bay Area
and the local Santa Clara Valley.” 2 With new art exhibitions on display
every school quarter and a permanent Santa Clara history collection, the de
Saisset Museum is a very important cultural resource within the Bay Area.
By implementing the new marketing techniques described in this project,
the museum will be more effective in achieving their overall goal.
TVs are becoming a widely popular medium for displaying information and
promoting events, especially around SCU’s campus. The TVs allow for
more information to be displayed using a slide show, as opposed to flyers
that can only display a limited amount of information. TVs also display
information in a more attractive way that will harness more intention from
viewers. Placing one TV in the museum lobby and one in the basement
would give the visitors direct information regarding the current and
upcoming exhibitions. The slideshows created for these TVs can then
easily be displayed on the numerous TVs around campus, giving the
museum more reach in marketing to SCU students.
2
https://www.scu.edu/desaisset/about/info/mission/
3
Zero Waste means that 90% of waste is diverted from landfills.
5
The triple bottom line focuses on three groups: people, the planet, and
profit. Using the triple bottom line, we can assess the effectiveness of this
marketing plan by measuring its social, environmental, and financial
performance. Through the increased reach that the implementation of TVs
will provide, more people will be provided with cultural and creative
information. This will help form more diverse and open minds throughout
SCU and the surrounding areas. By halting the usage of flyers, our planet
will benefit through a decrease of paper usage and waste. Finally, the
museum will be able to decrease its costs associated with the purchasing of
flyers, which will allow the museum to use its funding for more exhibitions
and expansion. Using the triple bottom line, it is evident that this marketing
plan will benefit the people, the planet, and the museum’s finances.
6
Cost Analysis
This is an inexpensive plan that will be very beneficial in the long run. The
cost of one Samsung 50 inch LED TV is $297.99 and the plan is to put two
TVs in the museum. One Dynex TV Fixed Wall Mount is $14.99 and one
must be purchased for each TV. The TVs around campus do not cost any
money to display information on. Diminishing the use of flyers will cut the
museum’s costs. A pack of 250 flyers from Vistaprint $68.99 and with new
exhibitions every quarter, the museum must purchase at least 4 packs of
flyers each year.
TV Costs:
Item Cost
Samsung 50” LED TV (x2) $595.98
Item Cost
Vistaprint Flyers - pack of 250 (x4) $275.96
Total Savings Per Year: $275.96
The total cost of installing two wall mounted TVs in the museum is $625.96.
The museums current expenditure on flyers is $275.96 per year. This
means it would take slightly over two years for the TVs to be cost effective
to the museum. The average life span of an LED TV is 7 years, so overall
the TVs will save the museum money in the long run.
7
Assessment Strategy
Immediate Effects: In the short run, the museum will begin to see an
increase in visitors due to the increased reach caused by the marketing
plan. The TV displays will be more noticeable and will be visible all around
SCU’s campus. The museum will also see a decrease in their amount of
waste caused by the flyers.
Long Term Effects: In the long run, the museum will notice a decrease in
costs. After two years without the use of flyers, the museum will begin to
see a decrease in expenditure that will continue throughout the museums
career. The museum will also see a continuous increase in visitors due to
more effective marketing and interest in the museum.
Conclusion
The de Saisset Museum is one of SCU’s most culturally informative, yet
underutilized assets. Through this new marketing initiative, the museum will
be able to harness the attention of new visitors, especially that of SCU
students. The use of TVs to display information regarding current and future
exhibitions will replace the need to use flyers. The TVs will be a more
effective way of marketing because the museum will have the ability to
display information all around SCU’s campus. The TVs will also be more
cost effective for the museum and will reduce the amount of waste caused
by unused flyers. Overall, this project will be highly beneficial to the
museum, the people of the Bay Area, and the environment.
8
Appendix: Memo
To: Megan Watt, Senior Administrative Assistant
From: Alex Davis, Visitor Services Associate
Date: February 27, 2018
Subject: Effective and Efficient Marketing Plan
The information displayed on the TVs will also be displayed on the TVs
around campus. It is evident that a small portion of the museum’s visitors
are students, and we believe that this initiative will attract more students to
the museum. Overall, this plan will not only benefit the museum in its
operations, but it will also benefit the public through more accessible
information and the environment through a decrease in waste.
We are excited about this necessary step that the de Saisset Museum is
taking to increase visitor reach and become an overall more
environmentally conscious business. If there are any questions or concerns
please feel free to reach out to me.