Tourism and Recreation Strategy
Preferred learners
- Anywhere
- Academic experience
Categories
Skills
Project scope
- What is the main goal for this project?
-
The museum would like to work with a student team to assist in the development of a Tourism and Recreation Strategy that charts a path towards the expansion of innovative new programs and services that
- Seek to fulfill the changing needs of our growing community audience.
- Incorporate a blend of dialogic, interactive opportunities and historical narratives to create unique experiences.
- Create innovative marketing solutions to expand the museum’s reach while navigating through an ongoing COVID-19 landscape.
- Contribute to the museum’s sustainability and capacity to retain patronage.
- Build bridges towards new community partnerships.
The team will use community outreach, advancement, and market research strategy techniques to create an actionable report and presentation.
In an ever-changing museum landscape, the museum has recognized the importance of conducting an audience needs assessment to further cement the museum as a community hub in the new Blatchford neighbourhood. 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, potential barriers to program participation, and recommendations towards expanding program 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, demographics, and experiences. (Digital or In-Person)
- Museum programming and community outreach SWOT
- Analysis of potential audience barriers to museum programming and engagement
- Identification of new potential collaboration avenues
- Identification of creative ways to expand marketing to community groups
- Identification of new potential funding resources to expand museum programming capacity.
The students will use the results of this research and analysis to create a Tourism and Recreation Strategy with recommendations on how to expand and improve upon the museum’s community programming, marketing and exhibitions within the museum, as well as 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 Tourism and Recreation 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 SWOT.
- Strategies to target new collaboration opportunities with community groups and an implementation plan.
- Strategies highlighting how our museum programs can be expanded to provide unique, innovative customer experiences
- Recommendations for future community collaborations and partnerships.
Deliverables:
We would like the student team to submit the following deliverables:
1. A report of the market research findings and recommended action plan.
A 20 minute presentation that summarizes key research
- What is the main goal for this project?
-
The museum would like to work with a student team to assist in the development of a Tourism and Recreation Strategy that charts a path towards the expansion of innovative new programs and services that
- Seek to fulfill the changing needs of our growing community audience.
- Incorporate a blend of dialogic, interactive opportunities and historical narratives to create unique experiences.
- Create innovative marketing solutions to expand the museum’s reach while navigating through an ongoing COVID-19 landscape.
- Contribute to the museum’s sustainability and capacity to retain patronage.
- Build bridges towards new community partnerships.
The team will use community outreach, advancement, and market research strategy techniques to create an actionable report and presentation.
In an ever-changing museum landscape, the museum has recognized the importance of conducting an audience needs assessment to further cement the museum as a community hub in the new Blatchford neighbourhood. 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, potential barriers to program participation, and recommendations towards expanding program 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, demographics, and experiences. (Digital or In-Person)
- Museum programming and community outreach SWOT
- Analysis of potential audience barriers to museum programming and engagement
- Identification of new potential collaboration avenues
- Identification of creative ways to expand marketing to community groups
- Identification of new potential funding resources to expand museum programming capacity.
The students will use the results of this research and analysis to create a Tourism and Recreation Strategy with recommendations on how to expand and improve upon the museum’s community programming, marketing and exhibitions within the museum, as well as 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 Tourism and Recreation 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 SWOT.
- Strategies to target new collaboration opportunities with community groups and an implementation plan.
- Strategies highlighting how our museum programs can be expanded to provide unique, innovative customer experiences
- Recommendations for future community collaborations and partnerships.
Deliverables:
We would like the student team to submit the following deliverables:
1. A report of the market research findings and recommended action plan.
A 20 minute presentation that summarizes key research
- What tasks will learners need to complete to achieve the project goal?
-
No deliverables exist for this project.
About the company
- Https://www.albertaaviationmuseum.com
- 2 - 10 employees
- Non-profit, philanthropic & civil society
Journey to discover the wonderous history of Blatchford Field – where, for almost a century, countless pioneers of flight helped develop Edmonton as Canada’s Gateway to the North. Explore the evolution of flight in Alberta – from bush planes, bombers, jets and more! Let the Alberta Aviation Museum be part of your story.
The museum is a leading steward in the preservation, education and promotion of Alberta’s rich aviation history. Our focus is to boldly share Blatchford’s aviation stories and shine a spotlight on Edmonton as a gateway to Northern Alberta and a window to the world.
Witness interactive displays and an extensive collection of over 30 historical aircraft, all housed within an authentic WWII air hangar. The museum is a top travel destination for families and travelers looking for unique experiences and inspiring tales of Alberta’s tenacious aviation spirit.