Safe Haven Rebranding

The change from the “Safe Haven Museum and Education Center” to the “Holocaust Refugee Shelter Museum”

Kerri MacAlpine, Rina Matsuura, Nicholas Palermo, Brett Vanatta

“Our main goal is to keep alive the memory of the 982 Refugees that lived here at the shelter...we are in the business of preservation.” - Judy Coe Rapaport, President

SWOT: Strengths• Only museum of its type in the nation• Museum is relevant to many ages• Strong community ties• Personal and interactivity with tour guides and museum story

SWOT: Weaknesses• Ambiguous name• Potential for more use of technology• Brand awareness and exposure of the museum

SWOT:Opportunities• Location near major cities• SUNY Oswego campus population and friends and families• Hotel partnerships in the area• New York State educational districts and Universities/Colleges

SWOT: Threats• Technology• Confusions associated with the name change• Local culture and economy• Chain of command in making changes

Target Markets• School aged children• College students • Departments within SUNY• People interested in history

The New Brand• “Holocaust Refugee Shelter Museum”

o Why name was choseno Approach o Gains

Implementation Plan• 1 Month (Starting January 2014)

o Website updates

• 3 Months o Email updates , Traditional mail updates, community building, work on social

networking presence• 6 Months (Up until the Reunion)

o Intense implementation of advertising and promotional plans – all local media Local store fronts, WRVO, I Heart Oswego, Visit Oswego County, college community media, Syracuse and Rochester publications and media outlets.

o Intense social media advertising

Long Term Implementation• Website domain name change

• Change emails to reflect new domain name

• Work on brand image and awareness by continuing social media and email updates

• Continue working on networking with school districts and campus community

• Any and all other changes that the museum sees fit

Logo

Marketing Recommendations

• Social Media

• Local Community

• Campus Communityo internship program

• Surrounding school districts

Questions/Comments

ReferencesBrand Image. (2007). Bloomsbury Business Library - Business & Management Dictionary, 1057

Hill, Ronald P. and Moran, Nora, (201 1), Social Marketing Meets Interactive Media, International Journal of Advertising, Vol. 30 Issue 5, p815838, 24p.

Konecnik, M., & Go, F. (2008). Tourism destination brand identity: The case of Slovenia. Journal Of Brand Management, 15(3), 177-189. doi:10.1057/palgrave.bm.2550114

Missouri Census Data Center.(2013). ACS Profiles [dataset application].Available from http:///mcdc.missouri.edu/acs/profiles/menu.php.

Mokhtar, M., & Kasim, A. (2012). Motivations For Visiting and Not Visiting Museums Among YoungAdults: A Case Study on

Students. Journal Of Global Management, 3(1), 43-58. Moran, S. (2010).Changing the world: Tolerance and creativity aspirations among American youth. High Ability Studies, 21(2),

117-132. doi:10.1080/13598139.2010.525342"Oswego NY Safe Haven Museum." Oswego NY Safe Haven Museum - Story. N.p., n.d. Web. 13 Oct. 2013.

<http://www.safehavenmuseum.com/index.html>.