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Understanding and Integrating the Online Experience

Bill Barnett Melissa Hilton

The Field Museum2003 ASTC Conference

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Conceptual Steps for the Field Museum

1. Market Analysis– The Role of The Field in Lifelong Learning– How Visitors View Us– Local Market Segment Priorities

2. Visitor Experience Development– Developing the visitor cycle

3. Ongoing Programs– Science From the Field– Harris Program Online– E-News newsletters– Museum Advocacy Program

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The Role of The Field in Lifelong Learning

Field Museum as Content Source

•Ed. Activities

•Training

•Authentic Science

•Collections and Publications

Content Integrators and Distributors

•Curriculum Developers

Science Consumers

•Educators

•Students

•Lifelong Learners

•Scientists

•Educators

•Exhibits

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How Visitors View Us

Everyman’sClassic

HighbrowAdult

Museumas

Theme Park

AuthenticMuseum

•For real museum lovers•Exhibits of interest to the serious museum goerTraditional and conservative•Classic feeling•Intellectually stimulating•Really educational•A place where you can roam, explore as long as like•Wide variety of exhibits

More for Adults

More for Kids

More Traditional More Contemporary

Field Art Institute

Scienceand Industry Shedd

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Local Market Segment Priorities

Limiters 10%

Someday 14%

Rejecters 10%

Warming Up 21%

Field MuseumOpportunities

Heartof theField17%

NotMy

Style12%

Roomto

Grow16%

Guard CloselyTreat WellCelebrate classicMonitor Impact of Others’ AttractionsStudy SatisfactionRecruit MembersBuild DatabaseForge Relationships

Try to CaptureAnalyze Art Institute Pull in with “Big” ExhibitsSurprise them with what we can beInfuse exhibits with creativity, emotion- ally punchThen study reaction

Tough SleddingMay pull in with “Big Exhibits” but what chance of repeatIf you build it they may come Don’t let them muddy surveysShift attention to other groups

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Developing the Visitor Cycle

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Science from the Field

Goal

•Bring scientific expeditions directly to a general audience

•Provide content source for future formal education support

•Train educators in science

Features

•Content focus on the science as well as the experiential dimensions of fieldwork

•Emails from the Field.

•Website that provides a graphical and temporal organization to the expedition.

•Video from the field

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Harris Program Online

Goals

•Better understand educator needs

•Improve the systems that support educators and students

Features

•User study of teachers and their needs

•A corrected data warehouse of local educator information

•A new communications plan that includes flyers, newsletters, and fieldtrip confirmation kits

•Restructured web page with Harris online loan reservation functions

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E-News newsletters

Goals•Develop new online relationships with visitors

Features•Kiosk for Capturing email information at exhibit exits

•Enews Categories based on Visitor interest

• Anthropology and Cultural Diversity  • Archaeology  • Dinosaurs and Paleontology  • Environmental Conservation  • Family and Kids Programs  • Geology and Earth Science  • Plants and Animals  • Teacher and Student Programs  • e-News from The Field

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Museum Advocacy Program

Goals

•Solicit grass roots support for Museum capital projects during State legislative session

•Develop a relationship with previously anonymous visitors who support our Museum

Features

•Web site that automatically emails individuals’ state reps, Governor, and Mayor

•Kiosks in Museum (shown) to heighten visibility and lower bar to participation.

•Partnership with other Chicago Museums