Museum London is Southwestern Ontario’s leading establishment for the collection and presentation of visual art and material culture. The company was established in 1940, that later amalgamated with the London Historical Museum in 1989, creating what is known today as Museum London. Their home can be found in downtown London on the forks of the Thames River. 25 years later they now have 17 employees, offering a wide range of services from art exhibitions, historical exhibitions, public programs, events, events services (space rental), adult art classes and children’s art camps.

London has a population of 336, 539 and is a community that is continuing to grow each year. The city, along with the province, invests money every year to bring tourists to the region. The museum uses brochures, print and out of home advertisements to attract tourists and locals. With the advancement in technology, Museum London knew they had to have a website to reach their target audiences. Three years ago they reached out to a local marketing agency, Hall and Associates, to create a website that can be now found at www.museumlondon.ca. They update their website with new information regarding their exhibits, programs and events. To reach their target audiences, Museum London uses four social media platforms, the chart below lists the platforms they use and how they are deemed successful. Facebook

https://www.facebook.com/Museu

They have frequent posts and a high engagement with

mLondon

their fans. They have 3 612 likes, 82 talking about this, 1 949 were here, 4.4 star rating with a total of 203 ratings.

Twitter

https://twitter.com/MuseumLondon

They create multiple posts a day for their 5698 followers

Instagram

http://instagram.com/museumlondo

This was newly started, they currently have 16 posts

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with 46 followers

http://www.youtube.com/museumlo

Their channel has a total of 30 videos with 8 subscribers

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to their channel. They have had a total of 2 616 views on

YouTube

their videos.

With the variety of services and programs that Museum London offers, our AdWords campaign will focus on adult art classes, children’s day camps and event bookings. Their art classes target adults aged 30-70 years old. These art classes set the museum apart from the local art studio competitors, as their instructors are award winning artists from across the region. With their children’s day camps, they are targeting caregivers who are looking to enroll children during school holidays, weekends and in the summer. This market is very saturated in London with many children’s organizations and extracurricular activities through the school system. Most of the competitors focus on physical activity, while the museum

focuses on the mind and creativity that stimulates learning. This sets them apart from their competitors. Museum London is located in the downtown district, which is a great location in the city for a variety of events and banquets, which include weddings, corporate events and meetings, and formal dinners. The event venue market in London is saturated with a variety of wineries, hotels, conference centres and banquet halls all competing for the same customer. Museum London offers a unique setting along the River for both large receptions and intimate gatherings. With the business district also being located downtown, this provides exceptional atmosphere for corporate meetings to be held at their facilities. The museum offers modern day services in a location with distinctive architecture full of premiere art and history.

The museum industry within Ontario is not seeing the same success as the other provinces within Canada. “Ontario is the least successful in attracting domestic museum-oriented tourists relative to its population” (goo.gl/Sa5bJx). Museum London has developed interactive programs to set themselves apart from the typical museum stigma. They provide a hands on experience “through public and educational programming, special events and exhibitions, Museum London strives to promote the knowledge and enjoyment of regional art, culture and history” (goo.gl/0FmdFZ). To portray this image to its target audience, their social media platforms allow them to promote their services and provide visuals to encourage people to come to the museum. Their website plays a big role in connecting visitors to their social media and provides all the necessary information. It has a modern design that provides relevant content in regards to their services and programs. The chart below highlights the strengths and weaknesses of their website.     

Website Strengths Call to actions Conversion tracking through contact and sign up forms Visually appealing Easy to read Different sections for programs/services

   

Website Weaknesses Two of the social media platforms are not integrated Navigation bar is cluttered Low visibility with a Google page rank of 5/10, low external followed links of 45 and only 51 followed linking domains No visibility on the SERP

In conclusion we feel Museum London is performing well on their social media but could benefit from a Google AdWords campaign to be able to reach potential customers they are currently not serving. They will be able to reach a larger audience in a cost effective way and it will allow them to tailor their messaging for certain areas of their business.

The goal of the campaign is to increase enrollment in their programs and generate new event bookings. To achieve these goals we have developed three different campaigns with several adgroups that allow us focus on the three main services and programs. Below is a chart that outlines three different campaigns that will be used in the Google Search Network. Campaigns

Ad Groups

Sample Keywords

Negative Keywords Geo - Targeting Language Targeting

Events and Meeting Bookings Business Meeting Corporate Events Conferences Weddings General Events

[wedding venues London Ontario], “meeting rooms London”, London corporate event venue Hotels, UK, decorations London & Area All Languages

Adult Art Classes Life Drawing Classes Wood Carving Acrylic Painting General Art Classes

adult art classes London, [London art classes], “painting classes London”, +art classes+adults Free, England, UK London & Area All Languages

Kids Programs and Events Art Classes for Children Art Education Classes Art Programs for Kids Free Art Classes Painting for Kids London Drop in Programs Summer Camps “London summer camps”, drop in free classes, [kids art summer camps] Adventure, college London & Area All Languages

We will be using the four different match types in our keyword lists in different variations. For the first week we will monitor which keywords with the particular match types are yielding the highest CTR and which ones we should pause that have the lowest CTR. This will help us in the following weeks to properly allocate our budget to the keywords and match types that are performing successfully. At the end of the first and second week, once we have obtained a high amount of traffic, we will run the search query report. This report will allow us to see what words are being searched with what match types, we can add successful keywords to our list or make certain ones negative keywords. There will be three ads in each ad group that will have messaging that will differentiate our ads on the SERP. This includes free parking, start dates, locations, other unique selling proposition and a callto-action will be included in all of our ads to increase CTR. Below are examples of an ad from each campaign. Campaign

Events and Meeting Bookings

Adult Art Classes

Kids Programs and Events

Sample Ad

The ads will be rotating evenly to ensure we are able to monitor how each ad is performing. By monitoring the CTR, we can optimize our ads accordingly throughout the campaign. The keyword insertion tool will be used once in each of the adgroups because we feel by using this tool, it will increase our CTR. All of the ads will be delivered in standard delivery to

ensure that we do not deplete our budget. They will be running 24 hours a day unless we notice a time of day that is bringing down our ROI. The budget for our campaign is $250; it will be divided up among the three campaigns. We are choosing to allocate 40% of our budget to the event and meeting bookings campaign because it has a higher ROI potential as it brings in higher revenue. The other two campaigns are less competitive and have lower booking costs. Below is a breakdown of the budget spent throughout our three week campaign. Campaign Week 1 Week 2 Week 3 Total

Events and Meeting Bookings – 40% = $100 $19.25(19.25/7)= $2.70/day $22.75(35/7)= $3.25/day $38.00 (40/7)= $5.43/day $100.00 with $20.00 overdelivery

Adult Art Classes – 30% =$75 $15.75 (20.25/7)= $2.25/day $19.25 (26.25/7)= $2.75/day $25 (28.50/7)= $3.57/day $75.00 with $15.00 overdelivery

Kids Programs and Events – 30% = $75 $15.75 (20.25/7)= $2.25/day $19.25 (26.25/7)= $2.75/day $25 (28.50/7)= $3.57/day $75.00 with $15.00 overdelivery

We included an overdelivery adjustment to ensure we do not go over our $250 budget for the campaign. We are bidding lower at the beginning to test our keywords and ads. By monitoring the campaigns we can make adjustments week by week to ensure that we are spending money on the keywords and ads with the highest CTR. We want to keep our CPC to $.50 for the campaigns with 30% of the budget and for the campaign with 40% at $1.00/CPC. We will be monitoring keyword Quality Score carefully to ensure that no keyword falls below 4/10 and damages the account as a whole. Any keyword that falls below this threshold will be paused and re-evaluated.

Our goal is to maintain a CTR of 1.5% for events and meetings because the SERP is highly competitive with large hotels and conference centres. For the other two campaigns we want to maintain a 2.5% because the SERP is less competitive. In order for us to increase the CTR, we will be adding site links, phone and social extensions to each of our campaigns. This will also allow us to differentiate ourselves on the SERP. For us to yield a positive ROI, we must acquire four additional registrations for the adult art classes, costing $720, and kids’ camps, costing $720. We must also book one additional event for the Museum, with booking costs ranging from $1 500 -$250. We can track these through the online booking forms on the website through the Google Analytics account. Another success metric that we will use will be the amount of impressions our campaigns produce in the three weeks. We are aiming to have 8000 cumulative impressions on our campaign, with our CTR goals; we would need to have 120 clicks for the events and meetings campaign and 200 clicks for the other two campaigns.