Nonprofit
Independence Seaport Museum: Increasing Attendance of Philadelphia’s Leading Maritime Museum
Following a robust publicity campaign, attendance at the Museum increased 33 percent at the height of the summer tourism season as compared to the previous year. There was a 21 percent increase in attendees visiting the ships and submarines, and a 13 percent increase in overall attendance to the Museum as compared to the year prior.
Building the Rapport of Independence Seaport Museum
The Challenge
Independence Seaport Museum is an anchor attraction on Penn’s Landing, allowing visitors to experience both Philadelphia’s maritime heritage and current waterfront. In addition to the Museum’s attractions, the Seaport Museum is a gatekeeper and thought leader on the impact of the waterfront on our region’s economy. The Museum approached Maven to help raise overall visibility for its world-class offerings, as well as help reposition the Museum as a leader in water research and conservation.
Increase in summer attendance
Increase overall attendance
Increase in attendees of ships & submarines
Strategy
To ensure a cohesive brand message, Maven conducted a deep dive to develop key messages to be used in all communications. From there, Maven created a comprehensive media relations strategy to promote and help raise visibility of the Museum’s main exhibits, programs, and events so potential visitors were aware of its world class offerings. Finally, Maven positioned the Museum’s CEO as a thought leader on local maritime and water issues as well as Penn’s Landing development projects.
Results
Maven’s campaign resulted in 162 media placements, which were amplified on the Museum’s social media. Attendance at the Museum increased 33 percent at the height of the summer tourism season as compared to the previous year. In addition, there was a 21 percent increase in attendees visiting the ships and submarines, and a 13 percent increase in overall attendance to the Museum as compared to the year prior.
“Our work with Maven Communications has been essential to increasing the Museum's visibility and attendance. They have helped us create, manage and publicize messaging for our exhibits and programs that has brought in new audiences. The Maven team is a pleasure to work with.”
Vice President, External Affairs