Strategic planning for a small museum that thinks big!

The Museum of Acadians in Pubnicos, Nova Scotia, houses a collection presenting the lives of Acadian pioneers in the region and their descendants, from 1653 to the present day. There is also a local craft store, a traditional garden and a genealogical research center on site. Despite its diverse offer, the museum needed advice in order to effectively penetrate target markets and become an essential stop for visitors.

The rigorous approach involved several steps in order to achieve these goals, including:

- An analysis of the museum's offer and business environment
- An analysis of museum trends and the marketing of comparable tourist products
- A portrait of current and potential customers
- The development of strategic objectives and guidelines
- The development of evolving strategic implementation and marketing action plans

The approach enhanced the management skills of the museum team. It also aimed to increase its influence, improve the quality of the customer experience, increase traffic and develop new partnerships and financial support.