Museums’ success depends in large part on the strength of their missions. But what if members and visitors at your institution don’t understand what you do— or don’t (yet) care? In this session, you’ll see how the Fuller Museum of Craft and the Harvard Museum of Natural History, two wildly different institutions with wildly different missions, successfully tackled the challenge of creating mission-based messages to drive attendance, membership, and giving. Leave with a checklist for how to put your mission into motion at your institution. Co-chairs: Tamsen McMahon, Director of Digital and Strategic Initiatives; Sametz Blackstone Associates, MA; Brandon Walsh, Manager, Strategy, Sametz Blackstone Associates, MA Presented at the New England Museum Association's 2009 Annual Conference.

1. Vision = Value: Linking mission to marketing New England Museum Association Annual Conference 2009 Nashua, New Hampshire 11 November 2009

2. Brandon C. Walsh, Sametz Blackstone Associates Manager, Strategy brandon@sametz.com, @calmstock, 617.266.8577 Gretchen Keyworth, Fuller Craft Museum Director Emeritus and Chief Curator Tamsen S. McMahon, Sametz Blackstone Associates Director of Digital and Strategic Initiatives tamsen@sametz.com, @tamadear, 617.266.8577 Speakers © Sametz Blackstone Associates 2

3. Sound familiar?

4. Managing multiple lines of business

5. Balancing diverse income streams

6. Answering to more affinity groups than ever

7. …through more channels than ever

8. Doing more with less?

9. So now what?

10. BRAND So now what?

11. But what does that mean?

12. BRAND ≠ LOGO © Sametz Blackstone Associates (And never did.) 12

13. decreasing distance from organization “home” …and development. Meet people where they’re coming from. Provide resonant points…”ways in.” Connect “what” to “so what” people which often also translates to increasing “length of relationship,” “dollars,” and “commitment” Brands link mission to marketing… © Sametz Blackstone Associates Awareness Support Loyalty Participation Comprehension

14. It’s a mosaic

15. So… how do we do it?

16. The steps

17. The steps 0 Research 1 Foundation 2 Constituents 3 Messaging 4 Visual identity 5 Action 6 Sustainability

18. 0 research Know who you are, and what that means.

19. Research © Sametz Blackstone Associates Inside Outside Quantitative Actions Qualitative Staff Env. Motivations

20. Insight

21. 1 foundation Be who you are, become what you want to be.

22. A brand foundation to build on © Sametz Blackstone Associates Desired Position Personality / Image Brand strategy / hierarchies Departure points Areas of endeavor Vision + mission Model Brand attribute(s) 22

23. © Sametz Blackstone Associates Four branding strategies Product / offering focus Corporate / institutional focus Product Endorsed Source Master

24. Four branding strategies Product / offering focus Corporate / institutional focus Product Endorsed Source Master

25. Four branding strategies Product / offering focus Corporate / institutional focus Product Endorsed Source Master

26. Four branding strategies Product / offering focus Corporate / institutional focus Product Endorsed Source Master

27. Four branding strategies Product / offering focus Corporate / institutional focus Product Endorsed Source Master

28. Identity 28

29. 2 constituents Know who you serve, and why they care

30. Ticket buyers ≠ media ≠ donors ≠ partners ≠ volunteers ≠ board ≠ staff ≠ … © Sametz Blackstone Associates

31. Where they are © Sametz Blackstone Associates Group 1 Group 2 Group 3 Group 4 Funders and supporters often cut across all

32. For a museum… What they care about © Sametz Blackstone Associates Exhibition Education Outreach Capital projects Innovation

33. Resonance

34. 3 messaging Use your messages, in their words

35. That which you stand for and seek to advance What your constituents care about, will participate in, and value Messages that motivate © Sametz Blackstone Associates 35

36. Where you can win! Start the conversation here. That which you stand for and seek to advance What your constituents care about, will participate in, and value Messages that motivate © Sametz Blackstone Associates 36

37. Evolving a message system © Sametz Blackstone Associates High-level message Customized for a specific constituency Areas of focus Initiatives, programs, opportunities Supporting stories Fact sheets, giving oppts 37

38. The Harvard Museum of Natural History encourages visitors to look closer and dig deeper into the history of our planet, and of all life on it. Most extensive collection of real artifacts in New England Exhibits, experts, and exchanges that connect visitors to the wonder and science of natural history Helps visitors interpret the past, live more aware of the present, and imagine the future Main messages © Sametz Blackstone Associates

39. A means to informally improve their critical thinking about natural history, and current issues in evolution, ecology, biodiversity, culture, etc. Unique travel programs that encourage people to develop a greater respect for and understanding of our natural world and our place in it Through exhibits, programs, and lectures, the Museum connects adult learners with an interest natural history to others with similar interests A unique public connection to science and scholarship at Harvard University Main messages, for adult learners © Sametz Blackstone Associates

40. A classic museum exhibiting rare research artifacts that is evolving into a new model for the presentation and promotion of natural sciences through nontraditional means of experience and interpretation Encourages the visitor to look closer, to form their own lines of inquiry, and to create their own narratives based on their observations and experiences—not the “push a button and watch what happens” kind of place The place to see the “real, cool stuff”—exhibits unique in New England. Main messages, for families © Sametz Blackstone Associates

41. Clarity

42. 4 visual identity Look the part, be the part.

43. A mix of… Design that delivers © Sametz Blackstone Associates That which you can own Focused approaches Name(s) Color Logo(s) / logotype(s) Typography Taglines / modifiers Imagery Service marks Composition 43

48. Look closer, Dig deeper

49. © 2006 Sametz Blackstone Associates Harvard Museum of Natural History

50. © 2006 Sametz Blackstone Associates Harvard Museum of Natural History

51. © 2004 Sametz Blackstone Associates

52. © 2006 Sametz Blackstone Associates Harvard Museum of Natural History

53. Rack card © Sametz Blackstone Associates

54. Membership brochure © Sametz Blackstone Associates

55. Annual appeal remittance card © Sametz Blackstone Associates

56. Travel program postcard © Sametz Blackstone Associates

57. And to leverage every communication to build brand and meaning © Sametz Blackstone Associates 20-90% reinforces brand (depending on strategy) Yourorganization Promises Expectations Position Attributes Personality Tactical communications – by program, function, audience, initiative

58. (Compelling)Coherence

59. 5 action Put it together,and put it to work.

60. Architecture for action Desired Outcome Awareness Comprehension Participation Loyalty Support Print Donor newsletter www Season kit Development kit Postcard / mailers Membership Digital 61 © Sametz Blackstone Associates

61. An architecture helps you to plan and deploy resources better Awareness Comprehension Participation Loyalty Support / advocacy Wide General Long High High Centralized Custom / outsourced Offset Use Content Shelf life Cost / production Quantity Content generation Design Production Targeted Specific Shorter Lower Low / print on demand Distributed / to template In-house to template Print on demand © Sametz Blackstone Associates

62. Relevance

63. 6 sustainability Own your brand, and keep it healthy.

64. It takes a village 65

65. Transferring knowledge; encouraging ownership of the system © Sametz Blackstone Associates

66. Transferring knowledge; encouraging ownership of the system © Sametz Blackstone Associates

67. Engaging the organization: extranet © Sametz Blackstone Associates

68. Leverage 69 © Sametz Blackstone Associates

69. This is a process, not an event. 70 © Sametz Blackstone Associates Roger Sametz

70. Effective communications deliver value over time © Sametz Blackstone Associates Brand foundation Who you are, and who you can be. Constituents Those for whom your work is––and could be––meaningful. They are vital to your success, and they are not monolithic! Research Qual. + Quant Inside + Outside Messaging Externally focused, the intersection of what audiences value, and that which you stand for and seek to advance. Visual identity Compelling consistency; a mix of elements you can own and focused approaches to elements you can control. Measure / retune Adapt + evolve Action A communications architecture; your plan for hitting the streets! Sustainability Documentation + training, engaging the organization.

71. Eg.

72. Case study Fuller Craft Museum Gretchen Keyworth

74. 35 year old institution. “Facility” located on beautiful / pastoral “grounds.” Frederick Law Olmstead Brockton Arts Center > Fuller Museum of Art > Exploring vision / mission redirection. Historically local board with limited national reach. Membership declining. Visitation declining. Funding declining. Departure points © Sametz Blackstone Associates

75. © 2004 Sametz Blackstone Associates

76. Researched and analyzed perceptions of the institution and perceptions of contemporary craft. Developed strategic communications plan. Evolved verbal and visual identity. Produced targeted communications. Trained staff, volunteers, and board. Launch...ongoing. Measure, review, refine as needed. Collaboration © Sametz Blackstone Associates

77. Fuller Craft Museum, New England’s only museum of contemporary craft, is dedicated to the objects, ideas, and insight that inspire both patrons and artiststo explore life through the art of contemporary craft. Craft is an art discipline that is both intriguing and accessible. Its roots reside in the creation of functional objects, but today, craft reflects the inspired ideas of artists who work primarily with their hands in materials that are tactile and familiar. Fuller Craft offers a collection, exhibitions, demonstrations, workshops, and special events where you can literally touch the materials and objects. Fuller Craft Museum is the most exciting place to bein the world of contemporary craft. Let the art touch you. Join us. Brand foundation: vision / mission / position statement © Sametz Blackstone Associates

78. Let the art touch you The story: a strategy-led tagline © Sametz Blackstone Associates

79. Let the art touch you The story: a strategy-led tagline © Sametz Blackstone Associates

81. The Perfect Collection: A shared vision for contemporary craft © Sametz Blackstone Associates

82. Membership © Sametz Blackstone Associates

83. Updated membership © Sametz Blackstone Associates

84. Building audience © Sametz Blackstone Associates

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86. © Sametz Blackstone Associates

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92. The edges of grace © Sametz Blackstone Associates

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118. © Sametz Blackstone Associates

119. Membership up 44% in first six months of brand launch. Since then growth has continued, seeing over 100% increase in the last two years. Visitation has grow to 3,000 per month; an organizational record. Opening receptions now draw upwards of 350 visitors. Aligned language: Fuller Craft is the center of its own universe… not north or south of anything… everything is north or south of it. Board makeup has shifted significantly beyond the greater Brockton area. Now includes trustees across the country with ties to the craft world and renown artists. Value delivered © Sametz Blackstone Associates

120. Increased funding through major gifts & family foundations Launched a major donor “charter” initiative at 20 gifts exceeding $10K Now has grown to over 40 donors with individual gifts as high as $100,000 Added second major gifts campaign, First Families, which reenergized area donors and significant craft supporters. Nationally renowned collection and exhibitions welcomed this spring, “Craft in America” Expanding Traditions also a major PBS documentary series. media placement on AP, CNN, CBS, NECN, NY Times, Boston Globe, Providence Journal, American Craft, American Style, Chronicle of Philanthropy, etc. Value delivered © Sametz Blackstone Associates

121. With its own niche, Fuller Craft may be able to move up from its status as a second-string, local art museum to an institution of regional, and perhaps even national, importance. The Fuller’s inaugural show sets the tone and signals the Museum’s ambitions. 122 © Sametz Blackstone Associates Boston Globe

122. This Museum won’t stay hidden for long. 123 © Sametz Blackstone Associates New England Cable News

123. …attendance surpassed anything the Museum had seen in recent years. 124 © Sametz Blackstone Associates Arts and Business News

124. Richly deserved accolades for the bold and aggressive work... It's always great to see an accredited / member museum getting the public attention they deserve. Keep up the great work. 125 © Sametz Blackstone Associates Ed Able President and CEO American Association of Museums

125. What now?

126. The concepts: 0 Insight 1 Identity 2 Resonance 3 Clarity 4 Coherence 5 Relevance 6 Leverage © Sametz Blackstone Associates

127. The steps: 0 Research 1 Foundation 2 Constituents 3 Messaging 4 Visual identity 5 Action 6 Sustainability © Sametz Blackstone Associates

128. The steps: 0 Research 1 Foundation 2 Constituents 3 Messaging 4 Visual identity 5 Action 6 Sustainability © Sametz Blackstone Associates Rinse, repeat.

129. Build a framework, not a prison.

130. Evolution is everything 131

131. Questions?

132. Brandon C. Walsh, Sametz Blackstone Associates Manager, Strategy brandon@sametz.com, @calmstock, 617.266.8577 Gretchen Keyworth, Fuller Craft Museum Director Emeritus and Chief Curator Tamsen S. McMahon, Sametz Blackstone Associates Director of Digital and Strategic Initiatives tamsen@sametz.com, @tamadear, 617.266.8577 Speakers © Sametz Blackstone Associates 133

133. Thank you © Sametz Blackstone Associates