Marketing Plan for Center for Wooden Boats: Focusing on the South Asian Community in South Lake Union, Seattle

Authors:

• Katyayani Pant, Master of Arts in Museology
• Chair: Meena Selvakumar
• Libbie Barnes
• Mark Forehand

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Abstract:

This project presents a comprehensive multicultural marketing strategy for the Center for Wooden Boats (CWB) in Seattle, with a targeted focus on engaging the South Asian community. The initiative aims to enrich cultural diversity, broaden the audience base, and promote inclusivity through a variety of activities including market research, outreach programs, partnership formation, and targeted marketing efforts. Seattle's evolving demographics, characterized by a growing Asian American population with significant disposable income, present both challenges and opportunities for museums. This demographic shift, particularly the higher median income among Indian households in King County, underscores the economic potential of engaging this community. The marketing plan is designed to enhance CWB's engagement with the South Asian community in South Lake Union through influencer marketing and culturally relevant events. The plan includes focus group sessions with 12 individuals and a survey of 100 South Asians to gather both qualitative and quantitative data on community preferences and engagement patterns. Insights derived from data analysis will inform tailored programming, community engagement pricing, and the integration of technology for operational efficiency and improved customer experience. Key recommendations for CWB include leveraging social media, partnering with influencers, enhancing cultural representation, executing targeted marketing strategies, and employing a dedicated social media specialist for consistent communication. Collaborations with cultural organizations and local businesses will further broaden CWB's influence. The structured budget allocation and assessment criteria are designed to ensure systematic achievement of objectives, ultimately raising revenue and promoting maritime heritage among the South Asian community in Seattle. This project aims to create a culturally vibrant and inclusive museum environment that reflects and celebrates the diverse community it serves.

Poster:

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Project Deliverable:

Marketing Plan for Center for Wooden Boats: Focusing on the South Asian Community in South Lake Union, Seattle

Video Presentation