The Grays Armory Museum 1234 Bolivar Road Cleveland, 44115 216.621.5938 GraysArmory.com

John Carroll University Non-profit Administration Capstone Project Proposal Mission Statement: The mission of the Cleveland Grays is to preserve the historic Armory Museum, advance the military heritage of through public awareness and education programs, and support the men and women of our armed forces. The 1893 Cleveland Grays Armory Museum is located on Bolivar Avenue between and . Project Proposal: The Cleveland Grays Armory Museum is seeking the development of a business plan and marketing strategy. Our historical armory seeks a deliverable that recommends our positioning within the museum market, focuses on our strengths, and identifies our weaknesses. Should the time allotment permit, recommendations for a Marketing Strategy and Personnel Resources area also desirable. Marketing Analysis  Define our Marketing Position. Where should we be competing and where shouldn’t we compete?  What is our Target Market and Niche? Who is our market and what makes us special? Business Analysis  Analyze our strengths and weaknesses. What do we do well and where can we improve? Action Plan  What aspects of our facility should we be marketing and where should we be advertising? Funding Optimization  How can the Cleveland Grays maximize its revenue generating facilities? Increasing our Personnel Resources  How can we increase our membership?  Should additional staffing resources be considered? What is needed for success?  How can we increase volunteerism? The Cleveland Grays originally formed in 1834 as an independent militia. In 1903, the Grays became a men’s social club and by 1974 the group evolved into a historical society and military museum. The original company was formed when Cleveland was young and the Canadian border posed a threat. The armory was built during the era of Millionaire’s Row. It was designed as an armory and an elite social hall. The organization has existed for 180 years and the 125-year-old armory has always been in the possession of the Cleveland Grays. As a non-profit organization with limited staff, we accept the requirements as set forth in the Capstone Project Proposal (time, attendance, availability, student provisions, and presentation). We look forward to the opportunity to participate in this project proposal and carry it through to successful completion.