Business Background of Pacific Science Center - Case Study Example

Pacific Science Center Report Contents Running Head: PACIFIC SCIENCE CENTER REPORT 1 Pacific Science Center Report Institution: 1 Contents 2 Pacific Science Center Report 3 Introduction 3 Business Background 4 SWOT Analysis 4 Strengths 4 Weaknesses 5 Opportunities 6 Threats 6 Competitive Analysis 7 Marketing Assessment 7 Specific recommendations 10 Conclusion 11 References 12 Pacific Science Center Report Introduction The Pacific Science Center (PACSCI) located in downtown Seattle is a renowned non-profit museum, which specializes in scientific exhibitions and ventures. The science centre, located in close proximity to the city’s famous Space Needle is one of Seattle’s most popular destinations for science enthusiasts. The center focuses on scientific aspects likely to have a great impact on the current and future state of the global environment. It is for this reason that PACSCI deals mostly with practical science ventures like aquatic systems’ management, environmental ecology and other issues pertinent to science. For instance, the center recently engaged in a 13-month trip dubbed “Around the Americas”, in an effort to research and raise the public’s awareness about the fragile nature of our oceans hence the need to protect and preserve them. The science center is also associated with beneficial community based science programs, which are meant to encourage children and the public at large to appreciate the role of science in society. Some of these include the Science Café and Science on Wheels programs. Further, the center continues to display exhibits that thrill guests and inspire their engagement in scientific projects. One such exhibit is Science on a Sphere, which is an intriguing technological tool that makes use of video projectors and computers to show animated picture of Earth’s atmosphere, land and oceans. The center is guided by its strong mission statement, which asserts that the role of PACSCI is to stir a lifetime interest in science, technology, engineering and math (STEM) through creative and interactive science programs and exhibits. The center further envisions communities where adults and children are motivated by science, understand its primary principles, and apply scientific inquiry and knowledge in practical life situations. This paper explores PACSCI’s position in the American science museum sector, by using analytical tools like SWOT and competition analysis; while further providing recommendations on what the center should do to appeal to a greater audience and maintain its prominence. Business Background The Pacific Science Center stemmed from the US Science Pavilion popularized by the Seattle World’s Fair in 1962. PACSCI is, therefore, a pioneer in the scientific museum sector. This is because the center began as a technology and science depository, with large halls full of interactive scientific demonstrations and practical exhibits, and employees or volunteers trained to respond to guests’ questions. Pacific Science Center’s original leaders recognized the potential it had from an early time. They realized that the science center presented an essential and unique opportunity for science experts to inspire and nurture the general public’s interest in scientific fields. Pacific Science Center perpetuates not only Seattle’s love for science, but that of outsiders who visit the city just to experience science at work. Essentially, PACSCI plays a crucial role of integrating science into the Washington area’s culture (PACSCI, 2010). SWOT Analysis Strengths One of PACSCI’s strengths is its ranking as Washington States’ biggest science museum. This implies that the center’s influence spans across Seattle and the greater Washington area. Further, its school and community outreach programs, coupled with science teacher professional development programs, make the center highly influential. Therefore, as attention intensifies statewide on STEM development, and with public schools facing more monetary limits, the center already has the infrastructure and expertise to meet the increasing learning demands (Museumaudience, 2010). The other strength of Pacific Science Center is its cultural competency and accessibility. The center has programs that allow it to integrate surrounding communities in its operations. For instance, Lake Washington Watership Internship and Discovery Corps programs are internship platforms offered by the center. These programs allow science professionals and staff at the center to mentor young people and encourage them to venture into science disciplines once they join college. Such strategies strengthen the center’s position in society, since people get to see to that it has practical applicability to surrounding communities, the state and nation at large (Museumaudience, 2010). The final strength lies in the center’s ability to collaborate with other stakeholders in developing scientific knowledge. For example, the center leads the local informal science association, which is a group of environmental educators and science museums, evaluating how it can build complementary programs for better understanding of science among K-12 students. Collaboration increases PACSCI’s impact in the region (Museumaudience, 2010). Weaknesses Pacific Science Center is not exempt from weaknesses, just like other science museums. One of the principal weaknesses arises from the center’s daily operations, especially in regard to funding. Usually the center offers school programs at a reduced cost or freely. This undoubtedly reduces the center’s cash reserves and occasionally prevents it from exploring important science projects. For instance, the center’s program Science on Wheels, which involves science professionals and PACSCI staff travelling to schools to enhance scientific awareness, suffered a serious money challenge after most of the state funding was reduced. Another weakness arises from the center’s limited ability to reach out effectively to donors, especially since the economic slump. There is also the issue of not having an adequately wide range of scientific exhibits, with most revolving around ecology (Museumaudience, 2010). Opportunities It is apparent that Pacific Science Center considers science to be a crucial element of education. Therefore, there are numerous opportunities that the center can explore, in order to retain its position as a leader in inspiring scientific studies and developments. For instance, the center can conduct surveys that would enable it to comprehend the unfulfilled needs and aspirations of guests. This will ensure that it offers scientific demonstrations and exhibitions that meet these needs, thus attracting more guests and donors. The other primary opportunity for Pacific Science Center lies in its capacity to expand. This could be achieved through opening branches of the science center in different areas of Washington State, or even in other states. Alternatively, the center can choose to focus on more scientific fields and broaden the range of exhibits, thus appealing to a larger population. Threats Just like any other industry, the science museum sector is not free from business risks and threats. It is imperative to note that, like many other traditional science centers, the Pacific Science Center is a nonprofit establishment. This implies that although it could receive funding from different individuals and bodies, all the money goes into meeting the center’s operational expenses and not into profit generating ventures. Science centers like PACSCI receive a great proportion of their funding from local philanthropists, institutional earnings or grants (like from NASA) and government funding. However, with increasing scientific centers, PACSCI faces not only the threat of being overtaken by competitors, but also that of losing donors to competing rivals. Other than rising competition and the risk of losing donors and funds, the center also faces the threat of declining interest in science in some areas. Given the fact that its role is to inspire scientific interest and study, such a trend goes directly opposite to the center’s primary objective. Further, the state and other establishments do not seem intent on countering the trend, as can be seen from their reluctance to fund PACSCI’s projects and even occasional budgetary cuts. Competitive Analysis According to Walhimer (2012), the Pacific Science Center is ranked sixth in the world and second in the U.S., among the most prominent science centers. This clearly shows that the center has competitors both in the American and global contexts. In America, which is the main focus of the paper, PACSCI has two principal competitors, that is, the Museum of Science and Industry in Chicago, and the Museum of Science in Boston. It is possible that Chicago’s Museum of Science and Industry, which is ranked first in America, has a larger number of science outreach programs and more donor associations than the Pacific Science Center. The museum could also be attracting more guests due to its more advanced and popular science exhibitions. Marketing Assessment In many cases many museums place marketing of an exhibition at the end of their programs. This means that such institutions do not take marketing as a serious venture in these ventures. However, PACSCI has made marketing to be at the genesis of their creative ideologies. The management is keen on making sure that the institution offers unique exhibits that are meaningful to people and the society at large. Therefore, the museum has made sure to establish marketing strategy that is comprehensive to all its customers. The museum has a strategy whereby they focus on making sure that the press will give them a good coverage which makes their exhibits irresistible. This is one of the best ways that the institution advertises their exhibitions. By making sure that all their exhibits are well covered by the press, they are able to reach a wide array of consumers (PACSCI, 2010). PACSCI has developed a new brand spirit covering a huge array of consumers. Additionally, they focus on delivering brand alignment strategies as well as programs that will enhance brand guardianship. By doing so they are able to increase the capability to respond to current and conventional news through their exhibits. The organization also ventures in PR delivery activities. This is because they are able to reach more customers through this method and at the same time help in raising the organization’s profile (PACSCI, 2010). The company also delivers superior advertising campaigns compared to other museums. The adverts are both print and broadcast media. The adverts are integrated to online marketing campaigns which are focused on reaching under-represented national as well as international customers. This has not only enabled the institution to have a huge response from the consumers, but it has also improved their online profile. This is why the museum has also ventured into using social media platforms like Facebook, Twitter and Instagram to reach more consumers. The museum has also ventures into implementing an improved SM website that customers can visit. This is a major mode of advertising which has enabled the museum to not only educate their audience on what they do, but also play a major role as an advertising tool (PACSCI, 2010). So as to keep with the constant technological advances, the organization has ventured in sharpening their service delivery by exploring traditional media platforms, as well as, employing social media schemes. As a result, the museums has benefited from these new technologies since they are able to keep up with the global trends. Additionally, social media has enabled the museum to build important relationships, share stories and attract new consumers segments like the youths. Social Media Assessment As discussed in the previous paragraphs, social media has helped the institution to further improve and increase their involvement of science and communication of science to the public. It is imperative to have a community that is scientific oriented and one that has interest in scientific engagements. Therefore utilization of new communication platforms like social media presents an unprecedented opportunity of linking science to non-scientific communities. It is evident that social media has enabled PACSCI to disseminate scientific exhibits and research to potential clients. By embracing social media platform like twitter and Facebook, the organization has been able to communicate with diverse communities and share new scientific research stories (PACSCI, 2010). Customer Service Response Assessment Despite the fact that PACSCI museum is a science oriented institution that has an educative environment, it serves over one million individuals every year, specifically in all Washington counties. The organization is focused towards offering the best lifeblood services to their guests. In the beginning, the museum used traditional feedback tools and this meant that they were not able to offer the best services as they would have wanted. In order to offer world class services, the organization is now using a state-of-the-art survey system which enables them to have a one on one session with their visitors thus helps improve their services. Currently, PACSCI is using Opinionmeter’s touch screen systems for customer surveys. This has enabled the organization to improve on their services in order to suit the needs of their audience. In order to be able to offer world class services, the administration has become flexible in assigning the appropriate tools for performing survey that enables them to improve on areas mentioned. The tools being utilized are simple to use and they also capture the attention of the visitors. The system is also cost-efficient for non-profit organization that is focused on offering services that are high class. The surveys have led to high efficacy in providing high standards customer service. This has also led to good response from the guests, which is extremely good for the organizations reputation. Specific recommendations The institution should provide high impact creative offers. This means that the museum should focus on large as well as diverse audience with its brand. This will be achieved by investing more on fulfilling the audience’s needs and by devoting less money on low quality work. Therefore, it is imperative for the organization to exploit as well develop creativity so as to have offers that will intrigue the audience. This means that the audience that will be attracted into the museum will be diverse and that is willing to make better offers thus encouraging innovation and enhancing skills. PACSCI should also make sure that they have relevant science exhibits. This is because the collections form the principal opportunity that engages the audience. This opportunity enables people to learn more about the subjects presented. Therefore, the museum should focus on having collections that have imperative messages as well as portraying high impacting narrations. This will be attained by making sure that all the collections provide the necessary message to the visitors. The museum should make sure that they have world class exhibits that are which are relevant to the institutions principal existence. This means that all the collections in the institution will have relevance especially in the message they want to portray. Therefore, these collections should be treated as single resources for the museum. PACSCI should focus more on developing good relationships with their donors. This will enable the museum to offer innovative and new collections that will sustain their relationships with the sponsors. This is a huge step because; the donors will be able to enhance their trust on the foundation and continue to support its venture. This will be attained by ensuring that the institution builds a network with the donors who will not only lead to financial gains but also long term engagement with the organization. In order to be different from other institutions in the same business, the museum should focus more on delivering life enhancing experiences for their guests. This will be achieved by embedding excellent unofficial learning practices which will aim to inspire and engage the adult, as well as, old consumers. Therefore, there is need to comprehend the needs of the customers before any key exhibition. Conclusion It is evident that, with appropriate input on laying down suitable strategies in Pacific Science Center, the institution will be able to better serve its guests of all stages and ages. This will enable the museum to have new exhibits and expanded programs which are required for developing flexible and rapid advancements in science. Further, the institution will be able to expand its principal role of driving science education to the next level, by continuously fostering scientific literacy in all communities. Therefore, the museum should try and implement the discussed recommendations in order to ensure that its impact will be inspiring to the future generations References Museumaudience. (2010).Strengths and Weaknesses in Museum Partnerships. Retrieved from http://museumaudience.wordpress.com/2010/11/29/strengths-and-weaknesses-in-museum-partnerships/ PACSCI. (2010). Annual Report 2010 pacific science center. Retrieved from http://wordclout.files.wordpress.com/2011/02/psc_annual_report_20101.pdf Walhimer, M. (2012). 2012 World’s Top 10 Science Centers. Retrieved from http://museumplanner.org/worlds-top-10-science-centers/ Read More