With a potential loss of $200K in revenue (based on 2019 tax filing) from program services due to being closed to in-person visitation for the foreseeable future, the Charles River Museum of Industry & Innovation (CRMII) needs to find new revenue sources to survive COVID while positioning themselves for future growth activities (e.g. admission and membership) post-COVID. In the end, without margin there is no mission.
In this marketing plan, we present CRMII some recommendations along with several working products to:
- expand online programming in line with MA teaching standards to become a go-to educational resource on the industrial revolution
- institute a visitor-centered process to engage visitors and donors with clear outcomes
- facilitate meaningful interaction with visitors and donors to inspire curiosity, generate enthusiasm, and encourage generosity
- create digital experiences to engage online audiences, improve visitor accessibility, provide possibilities for strategic partnerships and collaborations
By leveraging technology, CRMII can have a stronger and more engaging virtual presence, be accessible, remain relevant, mitigate future risk in the face of unanticipated market changes, and build financial resilience.
We were inspired by the Museum's mission of educating people about America's industrial history and their passion for encouraging and inspiring future innovation. We were inspired to transform their mission into digital products to complement their in person offering.
What it does
Virtual Tour: By using the Matterport platform, which is linked in our submission, we were able to create a 3D visual of the Charles River Museum. Users feel like they’re inside the museum and can navigate through the different exhibits. This virtual tour is perfect for two reasons. First, customers can visit safely while abiding the current health guidelines. Second, implementing Matterport expands the museum's reach to those outside the Waltham area, who might not have otherwise come to visit the museum.
Escape Room: Users can tour the whole building and for certain exhibits, like the Boston Associates, we have embedded additional information that the user might be interested in. If customers want more information, they can click the hyperlinked section to go directly to the museum page, or watch the relevant video from the museum’s Youtube channel.
How we built it
We taught ourselves new softwares, Matterport and Thinglink, to create our products. Both products were created primarily with 360 degree photographs of the Museum. We then used a combination of information we had curated from meetings with Museum representatives and the Museum website to add an educational element to both products. We also learned how to develop apps without code using bubble.io.
Challenges we ran into
Learning new technology in a short time span was difficult. It was also more difficult to plan and coordinate in a virtual environment.
Accomplishments that we're proud of
We are most proud that we have successfully created two working products the Museum can incorporate on their website today.
What we learned
We learned about the importance of having an adaptable plan that you can change as you encounter problems during the development process.
What's next for Charles River Museum of Industry and Innovation
The next step is for the CRMII to continue to innovate and expand their virtual offering.