In this powerpoint, we included things Wisconsin Maritime Museum should improve in order to attract a new audience to visit and grow its awareness in terms of Digital Marketing Audit, Online Listening Analysis, recommendations, and measurements and evaluation. (MKT 355 - School of Business at UW-Madison)
2. Agenda
I. Business Overview and Goals
II. Digital Marketing Audit
III. Online Listening Analysis
IV. Target Market
V. Recommendations
VI. Measurement and Evaluations
3. The Wisconsin Maritime Museum has a rich history.
Founded in
1968
USS Cobia
donated in 1970
Wisconsin Maritime Museum grows as leader in
Great Lakes research and marine preservation
Current: Mid-Lake
Michigan Proposed
National Marine Sanctuary
4. WMM Goals
1. Find new audiences to support
attendance growth.
2. Grow awareness of the Wisconsin
Maritime Museum.
6. WMM does well on social, but could
benefit from a better website.
● Good content creation
● Struggling with the website
○ No call-to-action
○ Hard to navigate as a user
18. Utilize Paid Search
Things to do in Manitowoc
Manitowoc attractions
Kid friendly museums
Submarine
WWII ships
WWII subs
Submarine tour
Sub tour
Historical experience
Maritime museum
Marine museum
19. Adopt responsive design for better user experience.
Wisconsin Maritime Museum Door County Maritime Museum
20. Engage audience with interactive design.
- Currently have a link to TripAdvisor reviews
- Should embed social media comments
21. Use Call-to-actions to drive user behavior.
- Email list sign up
- Social Media bar
- Search bar
25. How we will achieve success:
● Goal #1: Increase attendance through
digital marketing
○ Attendance rates
● Goal #2: Increase awareness and
engagement of the museum
○ Engagement rates from Google
Analytics
○ Email click through rates
○ Facebook click through rates
○ % of sessions with new users
27. Conclusions
● Target History Buffs and families with children aged 7+
● Revamp website to be mobile friendly, search optimized, and have a
clear CTA
● Begin paid search campaigns for tourism, WWII attractions, and marine
experiences
● Utilize email marketing to foster relationships with audience
● Utilize Facebook custom audiences to users who have signed up for
their email list