BRANDING FOR SMALL AND MID-SIZE MUSEUMS RELATIONSHIPS, MESSAGING, AND IDENTITY #4 A Thesis submitted to the faculty of San Francisco State University IS In partial fulfillment of the requirements for the Degree Master of Arts In Museum Studies by Eryn Kem Espiritu San Francisco, California August 2018 Copyright by Eryn Kem Espiritu 2018 CERTIFICATION OF APPROVAI I certify that I have read Branding for Small and Mid-size Museums: Relationships, Messaging, and Identity by Eryn Kem Espiritu, and that in my opinion this work meets the criteria for approving a thesis submitted in partial fulfillment of the requirement for the degree Master of Arts in Museum Studies at San Francisco State University. •Eflward Luby, Ph.D. Professor of Museum Studies Jf ____________________ Js ren Kienzle, M.A. i/ec iurer of Museum Studies BRANDING FOR SMALL AND MID-SIZE MUSEUMS: RELATIONSHIPS, MESSAGING, AND IDENTITY Eryn Kem Espiritu San Francisco, California 2018 This thesis examines branding, an increasingly vital tool for museums, in small- and mid-sized American museums. While museums in the United States have recently begun integrating branding into their operations because it supports efforts to make museums more audience-centric and mission-driven, not all museums have embraced branding. A literature review examining current trends in implementing and managing branding and rebranding in the museum and nonprofits sectors is first presented. This is followed by a case study of a medium-sized museum and a survey of small- and mid-sized California museums, which was conducted to examine current practice. After the results of the survey are outlined, a discussion, conclusions, and recommendations are presented. It is concluded that branding must be strategically incorporated ito museum marketing efforts and museum operations to adequately serve community and audience needs and to achieve long-term institutional success. I certify that the Abstract is a correct representation of the content of this thesis. Date ACKNOWLEDGEMENTS I would like to extend my gratitude first to my committee chair and advisor, Dr. Edward Luby, for both patience and perseverance, over the extended durat_ jn of this process, and also to my advisor Karen Kienzle for helping me recognize and shape additional unique details uncovered during the writing process. The contributions of both of these people provided an invaluable framework for a subject which at times felt too extensive to wrangle. I would also like to thank my close friends and family for keeping constant tabs on my progress and for offering encouragement and babysitting assistance. Finally, I am grateful to my husband Ed for never doubting I could accomplish this, and to my three little ones, who tagged along, grew older, and provided inspiration throughout this journey. v TABLE OF CONTENTS List of Tables.................................................................................................................................ix List of Figures............................................................................................................................... xi List of Appendices...................................................................................................................... xii Chapter One, Introduction............................................................................................................ 1 Chapter Two, Literature Review....................................................................................... 9 Branding Basics................................................................................................................ 9 New Museology and Branding, Building Kelal onsl •ps and Identity......................11 Relationship Building and the Leisure Experience................................................... 12 Assigning and Designing a Museum Personality.......................................................14 Branding and Marketing, a Convoluted Partnership..................................................15 Research, Marketing, and Branding............................................................................. 17 Targeting and Segmentation..........................................................................................19 Goals in Branding and Rebranding..............................................................................20 Communications and Messaging are Supreme.......................................................... 22 A Holistic Approach - All Hands on Deck................................................................ 24 Resource Issues.............................................................................................................. 26 Staff, Tools, and Training............................................................................................. 27 Tools for Brand Messaging.......................................................................................... 28 Other Opportunities for Branding................................................................................ 32 TABLE OF CONTENTS (CONTINUED) (Chapter Two, continued) Preparing Staff to Embrace and Embody the Brand..................................................33 Museums Answer to Everyone.....................................................................................34 Outreach in Many and Varied Forms..........................................................................35 Brand Maintenance Involves Strategy, Monitoring, Feedback and Measurement...........37 Measurements of Brand Success.................................................................................. 39 Best Practices and Guidelines.......................................................................................42 Engaging in Branding Internally.................................................................................. 44 Chapter Three, Case Study - CuriOdyssey Rebrands Itself..................................................47 CuriOdyssey, History of a Branding ..........................................................................48 Examination of Messaging, Platform, and Activities................................................51 Strategy and Implementation, Discussion and Analysis........................................... 65 Chapter Four, Methodology........................................................................................................68 Source Selection and Topics Covered in the Literature Review............................. 69 Case Study Selection and Research.............................................................................72 Survey Selections, Design, and Implementation....................................................... 75 Chapter Five, Survey Results.....................................................................................................81 Chapter Introduction..................................................................................................... 81 Part 1, Demographics, Classifications, and Resources............................................. 82 Part 2, Implementation, Planning, and Measurement of Branding..........................86 Part 3, Additional Comments or Insights.................................................................... 98 TABLE OF CONTENTS (CONTINUED) Chapter Six, Survey Results, Discussion and Analysis....................................................... 101 Chapter Introduction................................................................................................... 101 General Points on Survey Results.............................................................................. 101 Discussion (Part 1)........................................................................................................102 Discussion (Part 2)........................................................................................................104 Discussion (Part 3)........................................................................................................114 Chapter Seven, Conclusions and Recommendations............................................................115 Conclusion 1 116 Conclusion 2 ................................................................................................................ 117 Conclusion 3 ................................................................................................................ 118 Conclusion 4 ................................................................................................................ 119 Recommendation 1 .................................................................................................... 120 Recommendation 2 ..................................................................................................... 121 Recommendation 3 ..................................................................................................... 122 Recommendation 4 ...............................................................................................122 Final Thoughts.............................................................................................................123 Works Cited................................................................................................................................ 125 Appendices................................................................................................................................. 132 viii LIST OF TABLES Tables Page 1. Table 5.1: Survey Response Rate................................................................................82