The Herbert Hoover Presidential Museum and Library has enlisted five University of Iowa students to help with marketing and rebranding efforts in conjunction with a $20 million renovation project. The museum in West Branch, located at 210 Parkside Dr., is one of the oldest presidential libraries operated by the National Park Service, but it is well-visited. […]
The institute typically operates on a donation basis, collecting $1,500 for non-profit organizations and $2,500 for for-profit organizations, which is used to purchase books and equipment and obtain sponsorships. After that, the funds are returned to the students in a circular manner. UI students Sarah Huang, Anna MacDonald, Grayson Kilburn, Marisa Vasilevich, and Caroline Peavey, along with Institute Director and Associate Professor of Marketing Practice Peggy Stover, will meet with the foundation in fall 2023. started. There were some unique aspects and challenges. Ms Stover said she was involved in the project. She said museums are not the first museums the institute works with, but the challenge for any nonprofit organization is “trying to do more with less.” And in today's digital world, where entertainment is readily available, museums can take a backseat in people's minds. “One of the big reasons people support (museums) is because of the historic preservation aspect of preserving history. So it just becomes a challenge,” she said. “There are many options for the average consumer to choose from in terms of how they want to spend their free time, but increasing awareness of this particular museum is difficult.” As part of the research process, the students sent more than 31,000 surveys to museum donors, UI faculty, and students. They found a general lack of public awareness of the museum and its events, even among organizational members. “You're all taking steps toward this, and people don't know about it,” Ms. Kilburn, a senior marketing management major from Warsaw, Indiana, told museum officials on April 30. spoke at a meeting. discovery. Some of museums' most pressing challenges are outdated marketing techniques, logos and facilities, and a more comprehensive social media presence is needed to reach younger audiences, the group found. Ms. Peavey, a senior marketing and management major from River Forest, Illinois, said the museum's strengths are its proximity to Iowa City and the fact that traveling exhibits are a highlight of the museum. However, technology and digital entertainment remain a threat to in-person exhibitions. “Rather than visiting museums, people are turning to online platforms for research,” she said. Students also suggested promotional strategies, increased engagement, and the use of tools such as a digital content calendar to help the foundation reach its goal of increasing funding by 25% over the next few years. The foundation committee, which included Ms McCarty, Ms Mott and David Anseret, assistant director of marketing and communications, said the students' findings were “practical and useful”. Mott said of signing the contract with the institute, “I knew we were continuing to do things the same way we've always done things, so we had to start thinking outside the box,'' and called it a “great experience.'' He said it was.
“It was very efficient and the amount of communication and communication they had was great and informative,” she said. “And they kept us updated throughout the process. We felt they were very professional and thorough and handled everything they talked about. They kept us updated throughout the process so there were no big surprises. When we asked for updates, they provided regular updates. . And it was a great process.”
Marketing Institute offers hands-on learning
The Marketing Institute was founded in 2012 as an immersion program for junior and senior marketing students to gain hands-on experience before graduation. Ms. Stover took over the director role in 2013 and overhauled the program to follow the consulting firm's model. Students learn how to manage clients and their expectations, manage projects, and think critically.
“It's not easy, we have to do what's right for our clients,” Stover said. “[It]may not be what the client wants to hear, but the client needs to hear that and really provide guidance and coaching to say, 'This is what I recommend as a consultant.'” Learning to adapt is also important. And how to “quickly change direction,” Stover said. For example, while the students were working on the museum, a new dean was brought on staff, and the students needed to bring the dean up to speed while keeping the original project on track. Fan, a first-generation college student, joined the institute as a way to immerse herself in college and further her career after graduation, calling it a “prestigious program.”
“Professional and personal guidance (and) support” was a highlight of the program, she said. “I feel like I'm a member of the (institute's) board of directors. I can always go to them for help, whether it's an internship or a job application, or just personal advice and ways to improve myself.” she said. “Then, professionally, I was able to apply the transferable skills I learned at the Marketing Institute through interviews, work with real-time clients, and excel in my work and demonstrate new skills. “It was very beneficial to work with a real business. Being able to talk about real-world experiences when speaking in job interviews was very beneficial for me,'' McDonald said. Ta.
“I've been able to use the skills I learned at the Marketing Institute, and that's translated into management. So, thanks to what the Marketing Institute has given us, I'm able to take a new perspective with a different major and use it in my business. It’s great to be able to think in different ways,” Ms Kilburn added. Some of those who have attended the Marketing Institute in the past have secured jobs at PepsiCo, Eddie Bauer, Colgate-Palmolive, Chicago Federal Reserve, Hormel, SC Johnson, Post, China, Australia, Washington DC, etc. Some people have established their careers in “We’re like a family,” Stover said. “Whenever you need advice, mom is here.”
