Remembered Light The Washington State History Museum

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Remembered LightThe Washington State History
Museum

• Katelyn Sanders, Keith Sparks Megan Proffitt

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Washington State History Museum

• Resides under the museum branch of the Washington
  State Historical Society
  
• Not-for-profit organization, developed in 1891
• Recognized in the Revised Code of Washington as a
  trustee agency of the state of Washington with
  enumerated powers
  
• Governed by a Board of Trustees, elected by the
  Society
  
• Society opened the Washington State History
  museum in 1996
  

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• According to the Society the Washington State
  History Museum brings history to life through
  multimedia presentations, interactive exhibits,
  walk-through dioramas and oral histories of life
  in the Evergreen State
• The Washington State History Museum has a
  promotion budget of approximately 49,000
  annually to market all exhibits within that year
  
• Funding is acquired through Federal Grants as
  well as private grants and donations

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US Army Chaplain Frederick Alexander McDonald

• Seattle native
• Sent to Europe in 1944
• Assigned to the 12th Army Group
• Spiritual advisor to General Patton
• Collected stained glass and photographs from
  bombed churches

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Remembered Light
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Campaign Objectives

• Construct a marketing plan to create buzz about
  the upcoming exhibit
  
• Utilize regional connection to military
  installations including
  
• Ft. Lewis (Army)
• McChord (Air Force)
• Utilize a grassroots, word of mouth style
  campaign
  
• Must not be labor intensive

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Target Markets

• Military Community
• Active duty
• Retired
• Emphasis on WWII era individuals who may have a
  personal connection to the exhibit
  
• Families
• Emphasis on military appreciation and education
• PLU-ROTC

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Strategy 1

• Objective Create awareness about Remembered
  Light in the military community to encourage
  patronage of the exhibit.
  
• Message Remembered Light Glass Fragments from
  World War II. The McDonald Windows. The Brave
  Always Deserve Our Recognition.
  
• Media Postcard

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Target Markets Contd

• Faith-Based Organizations
• Community Churches
• PLU-Religion Department
• Faith Organizations

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Strategy 2

• Objective Create awareness about Remembered
  Light in faith-based organizations to be
  disseminated to their congregation/members to
  encourage patronage of the exhibit.
• Message Remembered Light Glass Fragments from
  World War II. The McDonald Windows. Rejoice in
  the light of The McDonald Windows.
  
• Media Postcard

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Target Markets Contd

• General Public
• Pierce, Thurston, King County residents
• Art Community
• PLU
• History
• Religion
• Art
• WWII Era People

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Strategy 3

• Objective Create awareness about Remembered
  Light in the community at-large to encourage
  patronage of the exhibit by Pierce, Thurston and
  King county residents.
• Message Remembered Light Glass Fragments from
  World War II. The McDonald Windows. The
  aftermath of WWII through the eyes of an Army
  chaplain.
• Media Postcard

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• WSHS Postcard

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Evaluation

• Ticket sales
• Group ticket sales
• Demographics
• Survey of patrons
• How they found out about the exhibit
• E-mail Adds
• How many patrons sign up for e-mail alerts

• We are currently unable to evaluate the
  effectiveness of our campaign
  
• The campaign will not be implemented until
  January 2008

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Limitations

• WSHS was unwilling to work with an outside party
• Advertising Issues
• Holiday season
• Exhibit Committee
• Restricted budget
• Public Relations specialist
• Dying target market
• Pacific Northwest weather conditions
• History Museum reputation

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Conclusions

• Due to the fact that this campaign has not been
  implemented we are unable to draw conclusions
  about the effectiveness of our efforts.
  
• We believe that this campaign will be a hit given
  that it has been a success when displayed at
  other museums, including the Presidio in San
  Francisco, CA.

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