The museum would like to work with a student team to assist in the development of a Diversity and Inclusion Strategy that charts a path towards establishing a working culture that

1. Fosters a welcoming and safe museum space for all visitors and partners.
2. Incorporates diverse cultural perspectives in our museum’s storytelling narrative
3. Creates innovative marketing solutions to expand museum reach into diverse communities.
4. Builds bridges towards new community partnerships.

The team will use community outreach, advancement, and market research strategy techniques to create an actionable report and presentation.

It is recognized that the museum has a part to play towards making the museum a safe space for all to visit and collaborate in its historical narrative. Based on the information, goals, and support provided by the Alberta Aviation Museum, students will first conduct primary market research, using focus groups, to determine our audience strengths and potential barriers to participation, and recommendations towards inclusive program/policy strategies. Research activities can include, but are not limited, to the following:

• Up to 3 focus group discussions with current and prospective community members with diverse backgrounds/experiences. (Digital or In-Person)
• Museum Narrative and Organizational Diversity SWOT
• Analysis of cultural barriers to museum programming and engagement
• Identification of new potential collaboration avenues
• Identification of creative ways market to diverse community groups
• Identification of new potential funding resources that target equitable access initiatives.

The students will use the results of this research and analysis to create a Diversity and Inclusion Strategy with recommendations on how to change and improve inclusive marketing, programming and exhibitions within the museum with possible avenues for collaboration with community groups. Students will consider the Alberta Aviation Museum’s non-profit status, limited budget, and other constraints to ensure these recommendations are realistic and actionable. Components of a Diversity and Inclusion Strategy can include, but are not limited, to the following:

• Focus group insights, recommendations, and strategies related to the museum’s Marketing Mix (Products, Place, Price and Promotions)
• Actionable marketing plan and messaging based on organizational diversity SWOT.
• Strategies to target new collaboration opportunities with community groups and an implementation plan.
• Strategies highlighting how our museum narrative can be expanded to include diverse perspectives on aviation history.
• Recommendations for future human resource policies for staff and volunteers.

Deliverables:

We would like the student team to submit the following deliverables:

1. A report of the market research findings and recommended action plan.
2. A 20 minute presentation that summarizes key research findings, insights, and recommendations, which you can share with staff.