This page contains a Flash digital edition of a book.
Twelve contemporary artists worked with recycled objects to come up with ideas for Trash, the museum’s current exhibition


KERRI FOX Director, marketing and communications


Who is NCM for? Toddlers to teens. We have things that appeal to all age levels, but our demo- graphic tends to be people with children under six, while their older siblings are at school. At weekends, the audience is families with children aged 12 and under. School groups have a range of ages


and we tailor the curriculum accordingly. Our seasonal camps are attended by


all ages – preschool through to high- school age. A contemporary artist works with the kids in the camp and they cre- ate artwork during the week they’re here.


What marketing and PR do you do? We have a layered marketing mix, including broadcast, print, online and social media. We take advantage of pub- lic relations as much as possible. We can’t afford the kind of exposure I’d love, so we devote a lot of time ensuring we get written about or profi led. For exam- ple, we’ve been on the morning news several times where they talk about what we’re doing. We keep our website up-to- date and on listings of what to do in San Diego. We post on Facebook and Twitter daily, respond as quickly as we can and have a lot of dialogue with people. We’ve just committed to be the spon-


sor of the family amenities section at one of the local malls, which has a foot-


AM 1 2013 ©cybertrek 2013


fall of nine million people a year. We, with a funding partner, are going to be the sponsor and have a huge presence. We’ll have a billboard and be on ban- ners and their electronic communication. We’ll be able to have events and out- reach and art-making activities.


How do you market to diff erent audiences? While we’re always talking to families, we have two key target groups: locals within San Diego, as well as people who are visiting the area. To attract tourists, we’re working with ConVis as well as local hotels and utilising tour- ism-targeted media. Our tourism message is a fairly broad


one, encouraging them to visit. For locals we’re more specifi c about what we’re doing – the programmes, the changing art activities, workshops and events.


NCM provides a host of busy workshops to involve children


What are the main challenges? We’re a new museum, not even fi ve years old, and we’re a new team looking at it with fresh eyes. The key challenge we’re all facing is that there’s so much we want to do, and just not enough time in the day. We’re working on prioritising and laying out our plan for the next few years so we can accomplish our goals.


What are the future plans? In the future we want the museum to be synonymous with San Diego. We want people to think about The New Children’s Museum when they think of other well-known San Diego destinations, such as SeaWorld, Legoland and the zoo.


Read Attractions Management online attractionsmanagement.com/digital 35


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