Museum Branding: How to Create and Maintain Image, Loyalty, and Support

by Margot Wallace

Overview

In today's busy world, museums compete for visitors not only with other museums, but also with a worthy selection of cultural institutions from performing arts to libraries. Add to these magnets a slew of enticing leisure activities, from theme parks to jogging trails. Given a weekend afternoon with a little free time to spare, a prospective visitor has a tempting selection of destinations to choose from.

Branding a museum helps it stand out from the crowd by giving it an image and personality with which visitors and supporters can identify, increasing their emotional attachment and encouraging them to return. In Museum Branding, Wallace offers clear, practical advice on how to brand a museum department by department, step by step. By highlighting case studies from museums of every type and size, she emphasizes that brains, not budget, create a successful branding effort.

This new edition is heavily updated to reflect digital branding from start-to-finish and features three entirely new chapters:

• Public Relations and Social Media
• Theaters, Conservation Labs, and Visible Storage Spaces
• Databases

Product Details

ISBN-13:	9781442263451
Publisher:	Rowman & Littlefield Publishers, Inc.
Publication date:	03/07/2016
Edition description:	Second Edition
Pages:	340
Product dimensions:	6.00(w) x 8.90(h) x 1.10(d)

About the Author

Margot Wallace is an associate professor of marketing communication at Columbia College of Chicago who teaches courses in branding, marketing and writing, and has researched museum marketing for twelve years.

Table of Contents

Preface
Chapter 1: Exhibitions
Chapter 2: Tours
Chapter 3: Building
Chapter 4: Events
Chapter 5: Membership and Fundraising
Chapter 6: Education
Chapter 7: Board and Volunteers
Chapter 8: Marketing
Chapter 9: Partnerships
Chapter 10: Finding Your Brand
Chapter 11: Public Relations
Chapter 12: Social Media and Beyond
Chapter 13: Email
Chapter 14: Lobby
Chapter 15: Store
Chapter 16: Café
Chapter 17: Publications
Chapter 18: Academic Museums
Chapter 19: Databases
References

Index
About the Author

Editorial Reviews

"As an academic museum professional with a small staff, I understand all too well the need to wear numerous hats. From program administrator to K-12 educator, many of us in the field can also add marketing and web design to a growing list of job responsibilities. Professor Wallace’s publication, Museum Branding: How to Create and Maintain Image, Loyalty, and Support, does a masterful job outlining the nuts and bolts of museum branding. Building and maintaining a positive brand identity in our communities is essential to the success of any museum’s educational mission."

Craig Hadley