Marketing objectives
The National Maritime Museum must focus clearly on what it aims to achieve before carrying out any marketing activity. This involves setting marketing objectives right from the outset and continually reviewing and monitoring them to measure progress. These objectives are defined in the context of the Museum's five-year business plan.
The Museum has several overall marketing objectives, including:
- Predicting and satisfying customer needs
- Analysing market trends
- Monitoring competition
- Anticipating change and overcoming its effects
- Increasing positive perception among its customers
The Museum has commercial objectives like any profit-making organisation in the travel and tourism industry. However, like other publicly-funded organisations, the Museum has additional objectives set by the Government through the Department for Culture, Media and Sport. Recently these objectives have included:
- Social inclusion – targeting under-represented and disadvantaged groups
- Increasing participation and access for all
Objectives for 2002
In order to achieve its overall mission, the Museum, like all other organisations, must set itself a series of short, medium and long-term marketing objectives.
For 2002 the marketing objectives could be simplified as:
- To identify distinctive, compelling and competitive positionings in promoting the Museum's three sites (the National Maritime Museum, the Royal Observatory and the Queen's House).
- To co-operate with other local attractions to promote Greenwich as a tourist destination(especially those within the Maritime Greenwich World Heritage Site).
- To increase awareness of all three sites through advertising.
- To achieve 930,000 visitors from the following markets:
- Individuals and families 75%
- School groups 20%
- Tour groups/societies 5%
- To meet the social inclusion target set by the Government (through the funding agreement set by the Department for Culture, Media and Sport) – e.g. more visitors from disabled, ethnic and lower-income groups.