Escolar Documentos
Profissional Documentos
Cultura Documentos
Reach
Reach is about connecting with your audience for the first time. Advertising, PR, social buzz. Where do you
reach your audience, and how do you make this happen?
Refer to the Engagement phases framework for a deep dive into reach and engage.
Assets
Information
Technology
Processes
Audience
Engage
Engage is about developing the relationship between you and your audience, through content and
interaction, into one where you both get value out of your work together.
Refer to the Engagement phases framework for a deep dive into reach and engage.
Objectives
Co-created value
Trends
Refer to the Value creation model for a deep dive into value.
2015 Jim Richardson & Jasper Visser, available under a Creative Commons By-SA license
Assets
Exhibits
Collections
Formal/Informal Education
Internal:
History/Legacy
Digital Presence
Values
Affiliations/Accreditations
External:
Visitor Perception
Audiences
Reached
Relationships
MSU
Non-MSU
Families
MSU Community
Researchers
Event Visitors
Online Visitors
Not Reached
Diverse/underserved/disabled visitors
MSU Community
Co-Created Value
Social Media (Diverse Audiences, MSU Students, K-12 Teachers)
Staff social media accounts reach and engage larger and more diverse audiences and connect
visitors to museum research and expertise.
MSU student driven museum social media efforts attract MSU student engagement with the
museum and provide students with identities as museum collaborators.
An MSU facilitated online teacher group increases K-12 school group visits to the museum and
creates a resource for classroom teaching.
Exhibitions
A digital community group will extend engagement for exhibition collaborators beyond the life of
exhibitions, and will create a vibrant community of MSU museum supporters.
Exhibition and Program designs and updates include opportunities for disabled visitors to
engage in content, making the museum a place for all and diversifying the museums visitor
population.
Co-Created Value
Donor program
A virtual membership program attracts an expanded and vibrant donor base, cultivating and
connecting ongoing community engagement that provides resources for audience, asset, and
strategy development.
Collections
Files of 3D scans of collections are accessed by MSU students, K-12 students, and Families
providing visitors the opportunity to engage with hands on experiences in any location that there
is a 3D printer, and broadly extending object-based learning.
Diverse groups help to identify and catalog unknown objects in the MSU Museum collections
making collections accessible, and creating an activated community of museum collaborators.
Natural history collections and external collaborators establish a digitized reference collection
that provides research students with a much needed learning and research resource in the
region, expands the museum audience, and provides a new application for collections
accessibility.
Short-Term Impact
Mid-Term Impact
Long-Term Impact
Reach
Interest
The Engagement phases framework helps you to develop the activities needed
to take your audience from merely reached to sustainably engaged. All
stakeholders - internal and external - need to move through all four phases
before they actively co-create value.
1. Reach
How will you connect with your audience? Usually, this happens outside the
confines of your own channels. Reach includes advertising and PR.
2. Interest
How will you interest your audience and keep their attention throughout the
activity? This includes a detailed content strategy.
Involve
Activate
3. Involve
How will you initiate the value exchange between your audience and you?
Involve is the simplest, most accessible level of engagement (likes, ratings, etc.).
4. Activate
Finally, how will you turn low level engagement into the high(er) level
engagement needed to co-create the value you are aiming for?
Example:
To co-create walking routes that start or end at your venue you create a platform where your
audience can create these routes. You reach your potential audience with ads on walking websites,
SEA and sponsored content. Interest is achieved with periodic curated walking tours. Visitors of the
platform are involved with a rating system and ultimately asked (activated) to share their own tours.
2015 Jim Richardson & Jasper Visser, available under a Creative Commons By-SA license
Objectives
0-1
1-0
1 to infinity