Understanding Audiences

New Jersey Historical Commission & New Jersey Historic Trust September 22, 2014

Continuum of Excellence American Alliance of Museums

1.  Membership

2.  Pledge of Excellence

3.  Core Documents Verification

4.  Museum Assessment Program (MAP)

5.  Accreditation

Standards and Excellence Program for History Organizations (StEPs) American Association for State and Local History

1.  Choose one of six topics

2.  Answer self-assessment questions to describe current conditions and identify performance level (basic, good, better)

3.  Identify projects to move closer to the level you want to achieve

4.  Complete projects and obtain certificate

AASLH.org

StEPs: Audience Audience and visitor research

Visitor services

Marketing and public relations

Community relations

Audience Standards

1.  The institution identifies current and potential audiences it serves and makes appropriate decisions in how it serves them.

2.  Regardless of its self-identified communities, the institution strives to be a good neighbor in its geographic area.

3.  The institution demonstrates a commitment to providing the public with physical and intellectual access to the institution and its resources.

4.  The institution regularly promotes the institution and its activities and thinks strategically about how it shares information.

5.  The institution is committed to providing a high level of basic visitor services and makes continued improvement in the delivery of those services.

Structure of StEPs

§  Audience Standard 1 §  The institution identifies current and potential audiences it serves

and makes appropriate decisions in how it serves them.

§  Self-Assessment Question §  Does the institution actively collect information about current and

potential visitors?

§  Performance Indicators §  Basic: Counts current visitors (e.g., attendance) §  Good: Collects demographic information about visitors §  Better: Has identified target audiences (e.g., families, tourists)

Great Visitor Experiences

9

What the Museum offers

What the Visitor wants

Communication Strategies

Great Visitor Experiences

10

Content Audience

Methods

Great Visitor Experiences

11

Content

Audience

Method

Holistic Intentionality Available free under Resources at RandiKorn.com

Plan

Act

Evaluate

Reflect

Understanding Audiences

New Jersey Historical Commission & New Jersey Historic Trust September 22, 2014