HMH 2021-2024 Strategic Plan

MARKETING OBJECTIVES Improve our knowledge of the diverse audiences that come to HMH

INITIATIVES • Create separate budget for improving brand awareness vs. exhibition advertising • Engage in professional in-depth research project on our constituents (donor, educator, general constituent) • Building templates for auto-reply, reminders, and events • Produce feedback survey post-visit while fresh on their mind • Find the option for constituents to join our mailing list • Develop online constituent survey • Define and capture audience segments by interest

CONSTITUENCY OPERATIONS LEARNING & GROWTH

• Explore SEM research • Hire community liaison

OBJECTIVES Improve communications and A/V technology

INITIATIVES • Acquire software to interface between Altru and MailChimp • Acquire more versatile A/V equipment in the theater

OBJECTIVES Become a more cohesive department Continuously improving team members’ skills in areas critical to departmental success

INITIATIVES • Purchase software to combine all communication online (social media, web analytics, etc.) • Provide training for increased technical knowledge • Work with team to get a better understanding of tech (social media, Altru) • Work with team to learn video production • Develop a better understanding of branding guidelines • Dedicate funds to attend a national conference (every other year with the team as a minimum) • Host off site strategy sessions and/or field trips • Create team building opportunities

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