visitor-centered planning & operations = connection = growth
Engagement Strategies
Experience Ecosystem
Visitor engagement
- recognition/value add
- events
- announcements
- ambassador prog.
- custom services
- collaboration, participatory design & co-creation
- visitors (class,videos, online)
- external partners
- enrichment
- classes
- experiences & outings
- service to community
internal & external/ audience
digital
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physical
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emotional
- Message clarity = Information network
- Staff enrichment
- Staff development (recruitment, training, evaluation, professional devel.)
- Experience training for :
- Management
- Front-line staff & volunteers
- Front-desk/childcare staff
- Visitor engagement/retention
8-Step Assessment
1. invitation
2. welcome
3. orientation
4. comfort
5. communication
6. sensation
7. common sense
8. finale
What do you know about your current experience?
What do you know about your audience?
- Audience surveys/focus groups
- Public perception
- Comparative analysis
- Onsite & online cohesion
- Experience assessment
- 1. Who are current visitors?
- 2. Who is target market?
- 3. What % of audience is target market?
- 4. What motivates visitors/guests?
- 5. What do visitors want/need/value?
Are you delivering on expectations?
...recreation, refuge, knowledge?!
How do you design your experience?
What are the desired experience (goals)?
What do you want visitors/guests to know, feel, & do as a result of experiencing your site?
- Visitor-centered culture = visitor needs/motivations inform decisions on planning, operations, & services
- Holistic approach to operationalizing your brand
a.k.a.: intellectual, emotional, behavioral objectives
Experience Design