Marketing Strategy

Ref a Royal Navy Submarine Museum, Management Plan 2000-2003

b. Locum Destination Consulting Draft Market Analysis November 1999.

c. Portsmouth Harbour Marketing Consortium memorandum ~ 1999.

d. Royal Navy Submarine Museum Marketing Schedule, January 2001,

e. Museum Management Marketing Strategies. Museum Practice. June 2001.

Introduction

Using the headings for addressing market accountability from ref e this paper highlights the measures taken by the Royal Navy Submarine Museum to implement the current marketing strategy.

1. Increasing physical, social, cultural & intellectual access to the collection.

a. Holland building development. (Physical/intellectual)

b Proposed Fieldhouse building development. (Physical/intellectual)

c. Lift installed in museum galleries to improve disabled visitor access. (Physical)

d. Programme of Summer/Autumn Children’s Events. (Intellectual/cultural)

e. Diving and Escape displays in former telephone exchange. (Physical/intellectual).

f. Education officer employed fill-time. (Intellectual)

g. Employment of Documentation Assistant and Assistant Curator. (Intellectual)

h. New location for archive, adjacent to library to ease public access. (Physical/intellectual).

2. Generate larger proportion of earned income.

a. In FY 2001-2002 it is planned to increase visitor numbers across the board with an annual target in excess of 75000.

b Increase visitor numbers during the off peak season using incentive schemes targeted at Third age, Coach Travel companies and School Groups.

3. Increase relevance to larger, wider and more diverse audiences.

a. Using the Submarine Centenary as a springboard we continue to use PR to promote the strategic objectives of the museum.

4. Contribution to Strategy for Regional Economic Development & Tourism.

a. Participation in Portsmouth Harbour Consortium.

b. Membership of Southern Tourist Board.

c. Member of "Defence of the Realm”. Hampshire County Council sponsored defence heritage marketing consortium.

d. Member of Portsmouth Harbour Business Club. (Business networking scheme).

e. Working in partnership with County and Local councils in Regeneration of Older Urban Areas scheme.

5. Responding to increased competition for share of the leisure market.

a. Increase in leaflet distribution in partnership with Portsmouth Harbour Consortium.

b. Increase in mini leaflet distribution in partnership will, “Defence of Realm” & Portsmouth Harbour Consortium.

e. Competitive pricing presenting excellent value for money.

d. Joint Ticketing promotions with Explosion and Action Stations.

6. Market-testing to track down Best Value.

a. Full participation in Hampshire County Council sponsored Benchmarking scheme.

b. Detailed visitor survey to be conducted by Southern Tourist Board Summer 2001.

7. Identify marketing objectives for the next three to five years.

a. Increase annual visitor figures to 90,000.

b. Product development: Introduction of Fieldhouse building.