THE OPPORTUNITY

The Bruce County Museum and Cultural Centre hired BC Hughes to create a comprehensive 3-year marketing plan focusing on:

• Growing county wide awareness of the attraction,
• Leveraging the County’s Explorer brand and the Museum’s sub-brand, and
• Promoting the Bruce County Museum and Cultural Centre as a tourism asset.

THE PROCESS

BC Hughes dug in to understand how local pride of place would become a power tool for both inbound and outbound marketing opportunities. The marketing team reviewed the current environment, identified top experiences, examined customer touchpoints, and shone a light on the unique selling propositions all while challenging how digging back into the past could actually make things more relevant for current day marketing opportunities.

THE OUTCOME

BC Hughes created a strategic and multi-phased Marketing Plan which included case studies, relevant examples and specific tactics including costs for implementation. Each year focused on a different primary and sub goal which, when stacked together created a solid foundation to for marketing the museum. This process ensured that all new marketing opportunities could be easily identified, measured and evaluated for relevant connections to the ideal targeted audience, ultimately ensuring the Bruce County Museum and Cultural Centre could get the best impact for their marketing dollars, with focused messaging and a return on investment.