Audience: Glenbow Museum & cultural spaces
Client: Mount Royal University: Project Management (Spring 2017)
Team Members: Emma Yonge, Kristel Pena, & Phoebe Davis

Purpose
As part of a Project Management course at Mount Royal University, our task was to create a comprehensive project plan for a major fundraising initiative for Calgary’s Glenbow Museum. Specifically, how might we increase visitor attendance by 70% over the next five years? Deliverables included a project charter, short report, proposed initiatives, and informal presentation. This was a fictitious project.

Our strategy to increase membership included pricing restructures for increased memberships, a cultural partnership program to increase province-wide memberships, and a social media and marketing plan to reach potential visitors. However, our major initiative proposed a Glenbow App to increase visitor engagement upon visitation. The proposed app includes audio tours, augmented reality experiences in permanent exhibitions, and ease in purchasing memberships and admissions.

Process
To better understand strategies to increase attendance, we researched major museums and cultural centers. Spaces like the Rijks, Louvre, Smithsonian, and the National Museum of Singapore utilize modern technologies – setting them apart from traditional exhibitions with limited interaction for visitors. Contrasting this information with realistic budgets, goals, and strategies of Glenbow’s previous years, we developed our strategies, scope, work breakdown, and five-year plan.

The Glenbow App

Strategy
Our major initiative – the Glenbow App to improve exhibition interaction and overall attendance – involved researching visitor personas, understanding user journeys through a museum, locking-down the app’s uses, sketching user-interfaces, wireframing interface elements, researching Glenbow’s brand, and delivering a final design. The images below outline this process.

Design
Researching Glenbow’s brand and previous marketing samples led to a modern design to compliment the advancing technology in our strategy. The colours draw inspiration from a Glenbow “Matters” advertisement, and the Museo Sans typeface is used across the current Glenbow website. The final aesthetic both compliments and exaggerates Glenbow’s brand with a modern, bright, and simple design.