Examples by what we do:
Planning & Strategy
Research & Evaluation
Workshops & Training
Heritage Fund Projects
Examples by sector:
Museums and heritage
Zoos and aquariums
Outdoor and nature reserves
Indiana State Museum - a Membership Study
Creating a Profile of ISM's Members and Potential MembersIn a Nutshell
Indiana State Museum is a world-class institution, offering its visitors a view of the cultural make up of Indiana’s past, present and future in an exciting museum building as well as in 12 Historic Sites across the state. We conducted a membership study for ISM using PRIZM, to analyze the museum’s database of members, and discovered the defining characteristics of each key component of this population. With this analysis, ISM was able to confidently infer its target membership population and be better equipped to deliver to these prospective customers.
A Bit about Indiana State Museum
Located in the heart of Indianapolis, the Indiana State Museum’s three floors comprise galleries exploring art, science and culture and Indiana’s rich history. Whether you are a visitor to the state or a life-long Hoosier (ok, we didn’t know either! A Hoosier is a resident of Indiana), this world-class institution delights and educates by tracing Hoosier history into the 21st century, with an eclectic and ever-changing program. In addition, there are 12 Historic Sites scattered around the state providing an enhanced experience beyond the main museum building.
How we got involved
We came to ISM with the aim of helping them answer the fundamental question: “who are our members?”
Using PRIZM’s lifestyle and segmentation model, we created an analysis of the membership’s key characteristics, including socio-economic status, education, and neighborhood type and income level, to ascertain the “clusters” to whom ISM should be targeting its strategy.
Based on two tried and true observations - that people in similar circumstances tend to have similar consumer patterns, and that the best customers for your product are your existing customers – these clusters showed ISM where it should be directing its marketing energy.
By gathering a profile of its membership population, and breaking this profile down into key target clusters of socio-economic and neighborhood status, we could help the team make the best use of its marketing budget and be better aware of its target demographics.