Situation Analysis

Millville Army Air Field Museum

Look: Image, In-Kind Donations, Membership, 75th Anniversary
Chris Berry, Aaron Hawkins, Carly Lebel, Jessica Sanchez
Situation Analysis

The situation analysis evaluates the Millville Army Air Field Museums (MAAFM) current

position in the community and suggests a public relations plan to increase membership sales and

in kind donations and to promote the museums 75th anniversary.

History

At the height of World War II in 1941, New Jersey officials constructed a military base

for training fighter pilots in the small town of Millville; a base that would later be deemed

Americas First Defense Airport by local, state, and federal executives. Training more than

1,500 pilots during its three year operation, the airfield served as a basecamp for thousands of

soldiers and civilians during the war. Following the war, the government declared the airfield

excess property and returned the base to the City of Millville where it stood inactive for nearly

thirty years.

In 1983, the Millville Army Air Field base re-opened its doors as MAAFM and became

incorporated by the state of New Jersey in 1988. The museum serves as a reminder of the

impressive history that occurred during WWII in the city of Millville. As such, MAAFM

continues to preserve United States military aviation history from the World War II era until the

more recent world events ending in 2006.

In addition to daily educational tours of the museum, MAAFM offers a variety of

programs for visitors to participate in and attend. These include but are not limited to history

movie night, rotating exhibits and the summer Air Show.

Primary Research

Online Survey College Students - We administered an online survey produced through Survey

Monkey and received 88 responses from New Jersey college students. While most of the

respondents came from Rowan University, other respondents study at The College of New

Jersey, Stockton University, Rider University, Rowan College and Camden County College. All

of our survey participants were between the ages of 18 - 23, and ranked either college junior or

senior in. This survey revealed that few students knew of MAAFMs existence. Only four out the

88 participants had heard of MAAFM before taking this survey, and despite having known about

it, zero of the respondents actually visited the museum within the last year due to lack of free

time. However, 61 percent of respondents said that they were particularly interested in World

War II history.

Additionally, 60 percent of students noted that they attend museums at least one - three

times a year with the Philadelphia Museum of Art (29 percent), Franklin Institute in Philadelphia

(eight percent) and the Museum of Modern Art in New York City (seven percent) as the most

mentioned. While all students said they do not follow MAAFM on any social media, 84 percent

believe that it is either important or extremely important for a museum to communicate on social

media regularly.

Surveying these students shows that MAAFM remains largely unknown to most New

Jersey students. Because a majority of students show extreme interest in WWII history, it would

be beneficial to invite classrooms of all levels (grade school through graduate programs) to

Online Survey MAAFM Volunteers - One researcher created and distributed an online survey

to current MAAFM volunteers. As January and February are the museums slow period, only a
few volunteers were accessible. Six volunteers responded to the survey with information

regarding their responsibilities at MAAFM and why they chose to participate in the program,-

four of which are veterans of the war. When asked how they first heard about MAAFM, one

volunteer noted that she had read about it in the book Things to do with Kids in New Jersey.

Two others personally know someone who has worked or currently works at MAAFM, and one

volunteer heard about it at a restaurant at the Millville Airport many years ago. All volunteers

have been offering their time to MAAFM for more than 10 years. Impressively, one volunteer

has worked for MAAFM in the last 20 years. While the roles of each volunteer varies from

computer services, museum organization and clean up, to building model planes, all of them

participate in additional events outside the museum like the annual air show and movie night.

All respondents had similar answers when asked why they volunteer at MAAFM. Five

out of six mentioned that they volunteer because its important to preserve local history. One

volunteer does so to honor his grandfather and others who have lost their homes to the

military for the war. Another said, the greatest sin we can commit regarding those men

and women [who served] would be to allow them to be forgotten. Finally, all respondents

recommended volunteering at MAAFM to family, friends and even strangers.

These findings prove that MAAFM volunteers value not only WWII history but also their

local history in Millville. It would be a unique opportunity for other members of the community

to hear their stories and experiences at MAAFM. This might encourage others to volunteer and

learn more about the rich history located right in their hometown.

Face-to-Face Interviews with MAAFM Visitors - All of our researchers conducted face-to-

face surveys with various attendees visiting MAAFM, totaling three interviews. The research
objective was to find out why these visitors attended the museum that day and how familiar they

were with the programs. Two of the participants were visiting with their children; they thought

the museum would be a good way to kill time while the other visited out of their childs

interest. Both of these participants were aware of some of the programs hosted included the air

shows and movie nights through local newspapers including The Daily Journal and The

Star Ledger. The third participant was visiting MAAFM for the airplanes; this participant had

not heard of the museums programming prior to his visit. The research showed that only one of

the participants was a previous member who had seen MAAFM on Facebook. All participants

were either veterans or had family members who served in Vietnam, World War II or Korea.

Interviewing these visitors shows that the museum is interesting and fun to visit for

children and adults. Their attendance and familiarity with museums events indicate that there are

people who know about this museum and find it interesting enough to visit in their free time.

However, we can see from these interviews that MAAFM has a limited social media presence

and faces problems with membership purchases.

Congressman Youth Group Council - One researcher contacted New Jersey Second District

Congressman LioBiondo, leader of the local Youth Group Council, to determine its affiliation

with MAAFM. After contacting Congressman LioBiondos District Director to assist in

providing more information, the Congressman himself responded to the email survey.
Nominated by their school principal, the current council is comprised of 62 junior and senior

high school members over the age of 15 from the surrounding South Jersey area. The Youth

Group Council meets four times a year to discuss current events and participate in group events

pertaining to history and politics. Every year participants attend and tour MAAFM guided by a

Veteran to learn more about its fascinating history. The students are very interested in the

material offered and interact with the veterans the entire tour. Most students continue their

exploration of the site on their own time, often visiting again with family or friends throughout

the year. They also encourage their teachers to come to the museum.

These results enable MAAFM employees to establish a strong presence in the local

school community because they could encourage more students to participate in the Youth Group

Council and thus, in MAAFM.

Competition Check - Researcher's conducted email and phone interviews to survey New Jersey

airfield museums that pose as a competition threat for MAAFM. The Aviation Hall of Fame,

Naval Air Station Aviation Museum and The Air Victory Museum count as such. All three

museums responded describing their struggles and successes with operating an airfield museum.

All three museums charge admission (except for active military personnel and veterans), ranging

$2 to $12. While all institutions show interest in collaborating with MAAFM in the future, the

distance between each location remains a large concern. The Aviation Hall of Fame is 136 miles

away, the Air Victory Museum 59 miles and the Naval Air Station Aviation Museum is 38 miles

away.

Two out of the three museums offer educational programs for students, including but not

limited to a historical scavenger hunt, open cockpit tours, museum after hour programs and
aerodynamic physics demonstrations. All three museums miss having hands-on displays and high

tech displays in their existing exhibits and would like to change this. Both the Aviation Hall of

Fame, and Air Victory Museum have little to no social media presence whereas the Naval Air

Station Aviation Museum has an established presence on Facebook and Twitter.

Overall, the competition check proved although strong competition in the airfield

museum market exists, MAAFM has more leverage over their competitors in some areas such as

their membership program and free admission.

Intercept Interviews - One researcher conducted face-to-face interviews with 40 people at the

Gloucester County Library and the Millville Public Library. Research purpose was to better

understand the level of awareness MAAFM has in the local region as well as to gather facts

about what attracts interviewees to the museum. While 78 percent of people surveyed were

aware of the museum and its location, the remaining 22 percent had no idea. Nonetheless, 71

percent expressed interest in visiting the museum in the future.

In analyzing these results, we conclude that almost all of the interviewees would donate

to any museum. The three motives for individuals to donate were: preservation of local history,

educational purposes for students and aid in future exhibits. Participants are willing to donate is

about $20 on average, yearly.

Content Analysis - Through extensive searches on Google, Yahoo and Bing, 15 media sources

mentioned MAAFM. Most sources referenced the museums connection to the Millville Airport

and/or the annual summer Air Show. Fourteen of the sources painted MAAFM in a positive light

and mentioned the museum by name at least once. The articles date back from 2011 until 2016.
 The following chart lists all the articles we found that mentioned MAAFM and notes their

positive or negative comments about the museum.

Media Source Number of Positive Comments Negative

Articles Comments
NJ.com 5 Provides slideshow of museum artifacts. N/A
All articles mention upcoming events.

Courier Post 1 Brief description. Mentions it as a good, Incorrect website

family fun destination. listed

Daily Journal 2 Great promotion of 75th Anniversary. N/A

Paints MAAFM as an organization that
takes pride in community involvement.

Press of Atlantic City 2 Contains video. Promotion of 75th N/A

Anniversary.

SNJ Today 1 Brief description about upcoming events. N/A

Atlantic Flyer 1 Coverage of the Summer Air Show. N/A
Includes pictures.

SouthJersey.com 1 Brief description membership program. N/A

Museum.aero 1 Brief general description. N/A

Aviation Museum 1 Brief description of artifacts. N/A

(European Website)

Air Museum Network 1 Coverage of the Summer Air Show. N/A

Includes pictures.

NJ Southern Shore 1 Brief general description. Notes that N/A

MAAFM instills patriotism.

South Jersey Cultural 1 Brief general description. Includes N/A

Alliance pictures.

YouDontKnowJersey.com 1 In-depth description. Includes pictures. N/A

Only In Your State 2 Recommends MAAFM as a place to visit Listed in 10

in Millville. Most Dangerous
Town in NJ but
with a positive
recommendation

Hidden NJ 1 Brief description. Notes that MAAFM has N/A

a surprising wealth of artifacts and
research materials

The content analysis of news articles mentioning MAAFM revealed that no negative coverage

about the museum exists; however, one Only in Your State article mentioned the museums

hometown of Millville as a potentially dangerous municipality in New Jersey. Nonetheless, the

same article praised MAAFM as a worthwhile venue to visit in Millville. More importantly, the

majority of media sources covering MAAFM are based in New Jersey. The majority of coverage

consists of the museums past events (i.e. veteran appreciation, air shows). Thus, South Jersey

journalists should be viewed as an essential channel to help promote MAAFMs upcoming 75th

anniversary event. Hence, developing strong relationships with media must remain a crucial step
 in MAAFMs success. Furthermore, promoting volunteer need to the media may help garner

future MAAFM volunteers.

Social Media Audit - One researcher conducted an audit of MAAFMs current social media

platforms: Instagram, Twitter, Facebook and Pinterest. Results showed that while MAAFM

remains particularly inactive on social media, it still garners positive responses from users across

all platforms. While utilizing Facebook as the primary channel of social communication,

MAAFM will also raise awareness through Instagram and Pinterest because many travelers use

these platforms for travel and venue suggestions.

The chart below lists all of MAAFMs social platforms and respective functions.

Social Network URL Purpose Pros Cons

Twitter @maafm47 N/A All tweets Hashtag #MAAFM not

seem related to found. Tweets appear
events. sporadically, varying
month to month. Small
follower count.

Facebook Millville Army Air Field Event updates, Posts at least Address, upcoming
Museum: Non-Profit promote upcoming twice a week. events schedule and
Organization events, reminders. Total of 1,318 hours of operations
likes. not listed under about
section.
Pinterest Searched: Millville N/A Total of 5 MAAFM does not
Army Air Field separate have an account.
Museum accounts have
pinned
MAAFM
photographs to
location boards

Instagram @Millvillearmyairfield Event updates Total of 4 Lack of photographs.

posts and 618 No consistent style
Followers. noted.
Most popular
picture has 115
likes.

This social media audit shows that while MAAFM has obtained a substantial number of

followers on Twitter and Facebook, to reach millennials, MAAFM must increase its presence on

Instagram and Pinterest. As visual platforms, Instagram and Pinterest allow consumers to see

what the museum has to offer in a uniquely appealing way.

Global Ambition

This plan will help the Millville Air Field Museum (MAAFM) create maximum awareness in

South Jersey among local students, professors, and media outlets, ultimately increasing

membership sales and volunteer support. While promoting and preserving the importance of

WWII history with one-of-a-kind artifacts, MAAFM will see an increase in visitors and an

opportunity to expand upon Millvilles unique history while working with other local businesses.

Eventually, MAAFM will become one of the top picks of South Jersey students, teachers and

families seeking an educational and unique historic experience in a friendly, affordable and

timely setting.
Positioning

By plans end, the Millville Army Air Field Museum will position itself as an educational,

refreshing and affordable learning experience for everyone in the community. The museum will

be a popular venue to visit and to volunteer in.

Target Audiences

Internal External Intermediary Special

MAAFM Employees Teachers South Jersey Journalists Millville Airport

MAAFM Volunteers University Professors Past Visitors Visitors
MAAFM Board of South Students Current Membership Youth Group Council
Directors Local Businesses Holders
Volunteers Veterans Volunteers
South Jersey Journalists
Segment and Profile

South Jersey Students - Winning this audience provides a chance for MAAFM to connect with

younger individuals, thus increasing the museums chances to maintain a solid and loyal

audience. An affordable, conveniently located museum, MAAFM could become a popular

destination for South Jersey high school and college students. In addition, getting students to

visit MAAFM would ultimately help increase this generations knowledge and appreciation for

World War II history and give the museum a younger fresher look.

Teachers & University Professors - MAAFM could become a popular destination for teachers

and university professors in South Jersey. Due to its location in MAAFM is extremely appealing

to this group as an outside-of-the-classroom centered activity. These field trips increase visitors

which will hopefully generate positive recommendations to others. In fact teachers and

professors serve as important opinion leaders influencing others.

South Jersey Journalists - The media serve as influencers and as a channel to promote

MAAFM. The museum will need media attention to raise awareness and attract visitors and

potential volunteers. Keeping the media informed and involved in MAAFM activities and

communicating any facility updates or changes is crucial to MAAFMs information campaign.

By developing a positive relationship with journalists , MAAFM allows itself to reach a wider

audience and relay more information to the public. Through media incites face to face, MAAFM

will develop an open and consistent path for communication with the media, who will retain a

positive lasting image in their minds.

MAAFM Volunteers - Volunteers devote time to the museum by guiding tours, setting up events

and attending to its overall appearance. It is essential for the museum to maintain volunteer help

for its success. Increased volunteer support will allow the museum staff to dedicate more time to

other aspects of MAAFM such as marketing to the community and curating new events and

programs.

Past Visitors - Ensuring a strong relationship with past visitors allows the museum to stay

connected with an already aware audience. If newly motivated, these visitors could also act as

brand ambassadors to help encourage others to visit the museum. Securing loyal visitors to return

requires providing them with frequent updates on new exhibits and events and with the

implementation of an incentive program.

Local Business Owners - Local businesses looking to expand their clientele can capitalize on

the opportunity to form a new partnership with MAAFM. A partnership with MAAFM gives

business owners the chance to attract new customers to their storefronts as well.Thus, they will

not only enjoy MAAFMs programs and events, but they will also become a vital part in growing

the community, as many local business appreciate the work MAAFM has done for Millville by

preserving their town's history.

Veterans - This group is a large part of MAAFMs annual visitors. Many local veterans know of

MAAFM and its WWII significance. This group can serve as opinion leaders by helping generate

more awareness and possible volunteerism. In fact, veteran support strengthens the museum's
mission to raise recognition and provide visitors with an authentic and historically accurate

museum experience.

MAAFM Board of Directors - An internal audience, this group plays an important role in how

the community perceives MAAFM. By creating a comprehensive communication campaign that

enhance the museum to past and potential visitors and volunteers, the Board of Directors will

help gain support, possible donations, volunteerism and positive media coverage.

Millville Airport Visitors - This group remains a special audience due to its past relationship

and affiliation with MAAFM. Many airport visitors dont know the special connection to the

museum. This group will help gain support and possible donations because they can recommend

the museum to others. The close proximity between Millville Airport and MAAFM creates

favorable opportunities to generate word of mouth marketing and ultimately increase visitorship.

MAAFMs convenient location to the airport makes the museum an option for travelers to visit

when looking to spend time in between flights or during flight delays.

Ranking

Must Influence Should Influence

Likely to Influence MAAFM Employees Teachers

MAAFM Volunteers University Professors
South Jersey Journalists South Jersey Students
Local Businesses Current Membership Holders
Veterans Youth Group Council
 MAAFM Board of Directors

Unlikely to Influence Past Visitors Millville Airport Visitors

Maximum PR Effort Significant PR Effort

Force Field Analyses, Change Agent Message Charts, and MAC Triads
the Three Main Audiences

Force Field Analysis: The force field analysis demonstrates the driving forces (taken from

research results) that push the audience towards taking a desired action. The restraining forces

(taken from research results) prevent the audience from acting in the preferred manner. The
strength of the opposing forces determines the type of message needed to influence the audience

to act.

Change Agent Message Chart: The change agent message chart has three components: the first

column shows the current state of the audience in terms of knowledge, attitude and behavior. The

second column depicts the message necessary to influence the audience to get to the desired

state. The third column indicates the desired state of audiences knowledge, attitude and

behavior.

MAC Triad Chart: The MAC Triad chart explains which message will influence the audience

and the relevant and appropriate channels to reach them.

South Jersey Students

Force Field

Driving Forces Restraining Forces

Entertaining way to learn about American Non-interactive way of learning

history

Intimate layout allows for time efficient visit Lack of time

Opportunity to view rare WWII artifacts Lack of interest

1 2 3 4 5 5 4 3 2 1

Message: A hidden attraction in South Jersey, the Millville Army Air Field Museum presents rare

World War II artifacts in a traditional museum layout and provides students with a refreshing,

educational experience, free of charge.

Change Agent Message Chart

Present State Message Desired State

Despite a high interest in
WWII history, students are
unaware of MAAFM. Some
also lack the time to visit
museums. They will set aside
extra time to visit.
Experience the fascinating
history of aviation in WWII
in an intimate museum
setting, free of charge at The
Millville Army Air Field
Museum. MAAFM is the
perfect venue to enhance your
knowledge of WWII aviation.
Students know MAAFM and
recognize its educational
potential as an entertaining,
affordable and timely way to
learn about WWII history.
They will set aside extra time
to visit.

MAC Triad

Audience Message Channel

South Jersey Grade School,
High School and College
Students
The Millville Army Air Social Media
Field Museum is a free, (Twitter, Facebook, Instagram,
unique and educational Pinterest)
museum important to your Soaring Students
community that harbors a College Guerilla Marketing
variety of interesting WWII Campaign
artifacts. The museums Flying After Hours
intimate layout makes for a (FAH)
timely yet efficient visit. Print Brochure
High School
Assembly Campaign
Website Redesign
MAAFM Volunteers
Force Field

Driving Forces Restraining Forces

Opportunity to participate in outside events on Lack of time

the weekends

Opportunity to share your story as a veteran Not a veteran, not familiar with anymore that
is a veteran

Enjoy working with peers and visitors in a Little desire to create new relationships
welcoming atmosphere
1 2 3 4 5 5 4 3 2 1

Message: The Millville Army Air Field Museum represents a historical moment in WWII

aviation history. It needs your valuable and appreciated help to share those moments and

experiences with its visitors each and every day. By contributing your time, stories, and skills,

you become a vital ambassador who tells stories of MAAFM and its precious place in local

history.

Change Agent Message Chart

Present State Message Desired State

Volunteers are interested in Volunteers at MAAFM serve Volunteers develop a sense of

WWII history and in its
impact during that period.
However, many are unaware
of what other ways they can
help and how exactly their
time is contributing to the
museums success.
a vital part in the museum's
success. Their unwavering
support provides visitors with
an unforgettable experience at
MAAFM and helps the effort
to improve the museums
significance within the
community.
pride and giving back in
devoting their time to
MAAFM. Volunteers praise
MAAFM for their efforts to
enrich the community in
history and encourage others
to become involved. They
continuously help at the
museum with pride.

MAC Triad
Audience Message Channel

MAAFM Volunteers Volunteers unwavering support Friendly Fridays

in all aspects of the job helps Incentive Program
the museum improve each and E-Newsletter
every day. Without you, Gratitude Gala
MAAFM would not be where Volunteer Event
it is today- serving the local Flashback Friday
community its daily history Print Flyer
lesson! With your help
MAAFM becomes a vital part
of the community.

South Jersey Journalists

Force Field

Driving Fields Restraining Forces

Newsworthy stories of community Lack of newsworthiness

engagement

WWII history education opportunities for the Lack of public interest

South Jersey area

MAAFM outdoor programs and events make Lack of event promotion

for exciting stories

1 2 3 4 5 5 4 3 2 1

Message: A significant and important monument of our community, the Millville Army Air Field

Museum preserves and displays rare WWII artifacts in an intimate family-friendly setting while

providing the local and regional community with educational programs and entertaining events.

Change Agent Message Chart

Present State Message Desired State

While South Jersey
journalists know of MAAFM,
most only write about it when
an event occurs, particularly
the summer air show.
The Millville Army Air Field
Museum is an educational
opportunity for the entire
community displaying a
myriad of WWII artifacts.
The museum also hosts
numerous events throughout
the year, creating
opportunities for community
engagement.
South Jersey journalists not
only recognize MAAFM as a
host for air shows, but as a
facility which provides the
local and regional community
with extensive recreational,
educational value and
volunteer opportunities.

MAC Triad
Audience Message Channel

South Jersey Journalists As the premier aviation Media

NJ.com museum in South Jersey, the Advisory
Press of Millville Army Air Field Event
Atlantic City Museum offers opportunities Invitations
The Daily for learning and engagement Press Invites
Journal for individuals of all ages. Press Releases
SNJ Today MAAFM preserves U.S. Email Blasts
Courier Post military aviation history and Feature Stories
provides affordable News Releases
community entertainment and PSA
education. Niche
Blogs/Positive
Testimonies

Channels and Media Selection

South Jersey Students - Students are always looking for ways to diversify their education.

Students will consider MAAFM as a place to learn about WWII aviation in a new way through

the following:

Social Media
Soaring Students College Guerilla Marketing Campaign
Flying After Hours (FAH)
Print Brochure
High School Assembly Campaign
Website Redesign

The above channels will inform students about the exciting programs at MAAFM.
MAAFM Volunteers - Volunteers at MAAFM help the museum operate daily. They should be

celebrated and rewarded for their dedication to MAAFM and devotion of their time through:

Friendly Fridays Incentive Program

E-Newsletter
Gratitude Gala Volunteer Event
Flashback Friday
Print Flyer

By thanking these volunteers for their service through the above strategies, these people will feel

more connected to MAAFM and encourage others to get involved. They will also recommend to

others to visit and become volunteers.

South Jersey Journalists - South Jersey journalists aim to provide the community with

newsworthy stories that benefit all. The media will report on public events, community

engagement and volunteerism. MAAFM should provide South Jersey journalists with:

Media Advisory
Event Invitations
Press Invites
Press Releases
Email Blasts
Feature Stories
News Releases
Public Service Announcement
Niche Blogs Positive Testimonies

MAAFM will garner media attention by implementing the communication strategy above.

Through these channels, media personnel will receive a better understanding of the museums

message, mission and goal for the upcoming 75th Anniversary.

Competition

Current competition consists of three aviation museums in New Jersey.

The Aviation Hall of Fame Teterboro, NJ; Bergen County

The Aviation Hall of Fame is dedicated to the preservation of the Garden State's

distinguished, two-century aviation and space heritage. It offers visitors an opportunity to view

historic aircraft, air and space artifacts, photographs, fine art and an extensive model collection.

The museum also has a Aeronautical Hall of Fame section which showcases the state's

achievements that has brought worldwide recognition. The museum engages with the public

through its membership program and numerous community events open to the public.

The Naval Air Station Aviation Museum Rio Grande, NJ; Cape May County

Once an active dive bomber squadron training facility during World War II, The Naval

Air Station Aviation Museum (NASW) allows the community to explore their numerous aircraft,

engines, special exhibits, and educational interactive displays. The museum prides itself on its

modern take on the traditional museum by incorporating multiple hands-on displays for visitors,

ultimately allowing for a more interactive museum. NASW communicates with the public

through a strong presence on social media and has tight relationships with outside businesses.

The Air Victory Museum Lumberton, NJ; Burlington County

The Air Victory Museum focuses on three main areas of practice: educating the local

youth about technological advances, encouraging them to continue their education and honoring

the people responsible for these advances. Home to a number of historic aircrafts, engines,

uniforms, vehicles and other memorabilia from the first powered flight on Dec.17, 1903 to today,
The Air Victory Museum constantly works on new exhibits to preserve their collection of

artifacts.

Information about the Aviation Hall of Fame, Naval Air Station Aviation and Air Victory

museums provide our plan with a detailed image of what other museums are doing right and

wrong in the industry. Through competition research, we can determine what MAAFM will need

to do to become a top-of-the-mind choice for people that visit museums.

Budget

MAAFM has allotted a $5,000 budget for this plan.

75th Anniversary Promotion Campaign (information and promotional included) - $1k

Soaring Students College Guerilla Marketing Campaign - $500

Local High School / Grade School Assembly Campaign - $0

Flying After Hours (FAH) - $300

Online Presence Overhaul (modifications & updates for website & social platforms included) -

$200

Friendly Fridays Incentive Program - $200

Flashback Friday Program - $0

Gratitude Gala Volunteer Event - $1k

Partnership with local business - $0

Printed materials (information and promotional included) - $500

Cost associated with extended hours of operation - $1k

Public Service Announcement - $0

Timing

Plan activities will begin August 2016.

Bulleted below are start dates for each activity:

Redesign website - August 2016

Social media campaign #MAAFMNJ - August 2016
Send media alert about FAH - August 2016
Flying After Hours event - September 2016
Info sessions at local high schools - September 2016
Begin College Tour Campaign - September 2016
 Begin Friendly Fridays - September 2016
Gratitude Gala - December 2016
Begin Flashback Fridays - January 2017
75th Anniversary Preparations - Begin January 2017 until event date, bi-weekly
Distribute Air Show Save the Date - March 2017
Distribute Air Show Postcard - May 2017
Air Show - Summer 2017

Issues and Correlating Objectives:

Image: In-Kind Donations, Membership, 75th Anniversary

Issues Correlating Objectives

Issue 1: South Jersey residents do not know of Objective 1.0: Increase membership by 10%
MAAFM, resulting in a lack of volunteers and by 2017.
membership holders. Objective 2.0: Garner 25% more volunteer
support within one year.

Issue 2: Busy lifestyles discourage audiences Objective 3.0: Increase awareness and
from discovering new WWII artifacts creating persuade residents of South Jersey to visit
a lack of motivation to visit MAAFM. MAAFM by 25% within one year.

Issue 3: MAAFMs online absence prohibits Objective 4.0: Increase follower rate and
millennials from discovering the museum and engagement on all social media platforms by
its refreshing, educational programs. 25% within one year.
Plan Outline

The plan outlines provides the necessary steps to ensure MAAFMs success. The following is an

overview of our plan.

Issue: South Jersey residents do not know of MAAFM, resulting in a lack of volunteers and

membership holders.

Objective 1.0: Increase membership by 10% by June, 2017.

Strategy 1.1: Visitors will enjoy a unique experience at the museum and will recognize

its educational benefit and historical value that will entice them to join as a member.

Tactic 1.1.1: P47 Perks

Tactic 1.1.2: Gratitude Gala - An annual celebration will take place in December

for volunteers and members

Tactic 1.1.3: The Flight Manual (E-Newsletter)

Objective 2.0: Garner 25% more volunteers within one year.

Strategy 2.2: Appeal to volunteers sense of giving back by ensuring they understand

their positive impact on the museum.

Tactic 2.2.1: Friendly Friday Incentive Program - Volunteers will receive

complimentary refreshments every first Friday of the month from the museum as a

way of thanking them for their hard work and dedication.

Tactic 2.2.2: Gratitude Gala

Tactic 2.2.3: Flashback Friday - Veterans will share their story with visitors of the

museum every first Friday of the month

Tactic 2.2.4: E-Newsletter

Tactic 2.2.5: Printed Flyer

Tactic 2.2.6: Public Service Announcement

Issue: Busy lifestyles discourage audiences from discovering new WWII artifacts creating a lack

of motivation to visit MAAFM.

Objective 3.0: Increase awareness and persuade residents of South Jersey to visit MAAFM by

25% within one year.

Strategy 3.1: Inform South Jersey residents about the educational and exciting benefits

of visiting the museum, including 75th anniversary, and persuade them to stop by for a

timely yet worthwhile visit.

Tactic 3.1.1: Soaring Students College Guerrilla Marketing Campaign

Tactic 3.1.2: High School Assembly

Tactic 3.1.3: Print Brochures

Issue: MAAFMs online absence prohibits millennials from discovering the museum and its

refreshing, educational programs.

Objective 4.0: Increase follower rate and engagement on all social media platforms by 25%

within one year.

Strategy 4.1: Social media followers will learn and like of MAAFMs exciting activities

and programs including the 75th anniversary special events. They will visit the museum

and recommend it to others

Tactic 4.1.1: Develop the Flight P47 campaign across all platforms - will also

implement 75th Anniversary throughout campaign

Tactic 4.1.2: Redesign Website

Tactic 4.1.3: Create hashtag #MAAFMNJ & #MAAFM75 - to create continuity

in social media content

Tactic 4.1.4: Create 75th Anniversary Logo