Organization: The Legion of Honor (FAMSF) San Francisco, California
1. Ads on Pandora
- http://advertising.pandora.com/
- Pandora is an online radio venue where people can create their own “stations” based on artists or styles of music that they like
- Most people do not pay for the premium version (no commercials)
- Strengths: easy to target via geographical area, many younger people listen, many businesses have a station on in the background, multiple ways to listen (mobile, computer, in-car), a very popular service with many ages, image comes up with ad (reinforcing message)
- Weaknesses: people do have a version of Pandora without ads, might reach only one demographic (of those who use the app)
2. Push by various tourist organizations/city of San Francisco
- San Francisco is a very tourist friendly city, lots of places to visit
- The tourism authority and the city could work together to boost the profile of the museum
- Strengths: as a tourist city infrastructure is already in place, work with FAMSF, integral part of economy of the city
- Weaknesses: museum off the beaten path, not even in the same complex as the De Young museum and the science museum where a ton of tourists visit
3. Newspapers (online and in print)
- Many in San Francisco AND elsewhere read the Chronicle as a reliable source of news
- Online format used often by both locals and others
- Apt to help local, and arts, organizations
- Strengths: many people read (online and in print), runs daily, large sections on travel, food, and living (many places the ad could be featured)
- Weaknesses: less and less people read newspapers in general, likely viewed as liberally skewed, less young people pay attention to newspapers
4. Use the Space as a venue for other important city events
- http://legionofhonor.famsf.org/about/rent-legion
- The Legion already does rentals for private events, it is a truly gorgeous venue
- But (!) the museum should be used as a venue for city events or state events, bringing more people in who might never think of going to the museum
- Bringing in more locals
- Strengths: Already used as a venue (knows how to host an event), gorgeous, already works closely with the city
- Weaknesses: in the park (can be hard to access), very little convenient parking, money (?), might not be a good setting for certain events