MUSEUMS IN THE MARKETPLACE
March 6-11 with Pamela Johnson
Offered through the Cultural Resource Management Program, University of
Victoria

An outline is now available (and included below) for our upcoming course for
museum and cultural heritage professionals, which focuses on the critical
areas of marketing and public relations. Please let us know if you would
like further information or registration materials!

COURSE DESCRIPTION

To be successful in the crowded education and entertainment marketplaces,
museums need strong marketing and public relations strategies, grounded in a
clear commitment to mission, community and collections.
This course emphasizes the central role of public relations and marketing in
contemporary museums, and focuses on processes that are vital to effective
communication with audiences.
You develop your ability to:
*       relate institutional mission and goals to community needs
*       define audiences
*       create public relations, communications and marketing strategies
*       develop tools to convey institutional and program messages
*       design publications to communicate and reinforce image and programs
*       work with media, sponsors and community
*       balance marketing with development activity
*       manage crisis
Instructor: Pamela Johnson has extensive marketing and management experience
in the museum world, and works as a consultant,
specializing in marketing, program development and public relations for arts
and cultural organizations
Dates: March 6-11, with a preparatory assignment
Please register by: February 10 (late registrations accepted if space
permits)
Fee: $589 (Canadian funds, credit/non-credit)
Travel: Victoria is easily accessible from Seattle and Vancouver
Accommodation: Program staff are pleased to provide information on local
B&B, hotel, and on-campus options

Comments from past participants:
"My confidence level has really increased-this benefits all aspects of my
job."
"My knowledge is increased and the course was taught in such a way that I
feel I can effectively apply my new skills on the job."
"Pamela Johnson is incredible-her teachings were very practical and useful.
I can't say enough good things!"


OUTLINE SUMMARY

MONDAY, March 6 Mission & Messages

* Participant Introductions-affiliations, jobs, challenges, course
expectations
* Laying the ground work for the week: course overview, expectations,
evaluation strategy
* Organizing participants into teams for case study campaign/presentations
to be completed by the end of the week
* Your Museum's Mission-What is It?
* What programs/people support the mission? Is it clear? How is it
communicated? To whom?
* Who are your Community's External Audiences?
* How do you target, identify and reach them? How do you do audience
research?
* How are the Museum's Missions and Messages communicated internally?
* Is there a clear mission within the staff? Is this translated to the
public?
* Guest Speaker, Bill Barkley, Executive Director, Royal British Columbia
Museum


TUESDAY, March 7        Working Together: Development, Marketing & Public
Relations
* Who Gets the Money?
* How do the functions of development and marketing work together?
* What is the difference between Marketing and Public Relations?
* How sponsorships can help achieve goals and enhance museum PR/marketing
* What is acceptable, what is not?
Field Trip:  Royal British Columbia Museum
Guest Speaker:  TBA

WEDNESDAY, March 8      Reaching Your Audiences
* Identifying Appropriate PR/Marketing Tools for Institutional Messages and
Programs: television, newspapers, promotional events, spokespeople
-- Print Publications and Important Marketing Vehicles --
* Your publications, beginning with Museum name and letterhead-your most
important outreach tool
-- Institutional Identity --
* Electronic Communications - how to use them effectively to reaching a
broader constituency
* How to create a successful and informative Video News Release (VNR)
* Satellite hook-ups, media tours
-- What the Internet can do for you --
* Should you have your own Web Site? The internet's role in institutional
and programmatic marketing
* Practical application of reaching media through the Internet
* How to do valuable research on the Web

THURSDAY, March 9  Marketing through the Media
* How to Target and Work with Media - interview techniques, writing pitch
letters, creating media kits
* How to mount an effective campaign
* Crisis Management and When is a Plan Necessary?
* How to create a crisis management plan.
* Stage managing an interview - response/control techniques
* Inside the Media
Guest Speaker: TBA
* Role Playing Exercise: press pitches, institutional spokespersons

FRIDAY, March 10        Building an Effective Campaign - Case Study
* Case Study Group Preparation
Using information outlined in the previous sessions, each case study group
will evaluate his/her pre-class campaign and collectively plan and produce a
campaign. This project will include: creating materials, using sponsorships,
creating a VNR when appropriate, developing a crisis management plan, etc.
* Campaign Case Study Presentations - videotaped for later discussion with
group and instructor

SATURDAY, March 11      Analysis and Wrap up
* Continuation of Presentations, if necessary
* Response to presentations: case study groups; analysis from Instructor
* Participant presentations: Question and Answers pertaining to
presentations
* Discussion of individual institutional problems
* Course wrap-up and evaluation
For more information, please contact:

Joy Davis, Program Director
Cultural Resource Management Program
Division of Continuing Studies, University of Victoria
Phone 250-721-8462
FAX 250-721-8774
E-mail  [log in to unmask]
Visit our website! www.uvcs.uvic.ca/crmp
To receive e-mail updates, please e-mail [log in to unmask]

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