Remembered Light The Washington State History Museum

1. Remembered LightThe Washington State History Museum Katelyn Sanders, Keith Sparks & Megan Proffitt

2. 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

3. 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

4. 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

5. “Remembered Light”

6. 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

7. 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

8. 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

10. Target Markets Cont’d Faith-Based Organizations • Community Churches • PLU-Religion Department • Faith Organizations

11. 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

13. Target Markets Cont’d General Public • Pierce, Thurston, King County residents • Art Community • PLU • History • Religion • Art • WWII Era People

14. 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

16. WSHS Postcard

17. 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 Evaluation

18. 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 Limitations

19. 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. Conclusions

20. Thank You!