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Situation Analysis SWOT

Strengths: · · · · · · · · · · · · ·

Official natural history museum of the state of Alabama Existent (and moderately strong) online presence Inexpensive cost of admission Upcoming 100th birthday Ongoing programming (visiting speakers, etc.) Museum Expedition summer camp program On-campus location Permanent collections Visiting exhibits Discounted tickets for children and seniors Attendance increase in light of poor economy Free admission for UA students and faculties Good event location

Weaknesses: · · · · ·

Not many high-profile exhibits that draw attention Website is somewhat difficult to navigate Not taking advantage of Facebook or social media to its fullest extent Not communicating enough with publics outside of members, donors and those already invested or involved Lack of secure funding

Opportunities: · · · · · · ·

Bad economy: people wanting to stay home for vacation can take advantage of this cheap day trip Inexpensive when compared with some competitors 73 percent of people vacationing closer to home History of getting high-profile media coverage for stories Smith Hall available for rental Valuable to children’s educational experience Low involvement of UA students

Threats: · · ·

Not well-recognized or used by UA student population Competition from other area museums and attractions Some competitors more targeted to specific audiences

Audiences:

students (elementary through college age), families, retirees, local and national media, museum members, tourists and potential future museum members.

SA-10

amnh pg10  

Opportunities: Strengths: Threats: · Not many high-profile exhibits that draw attention · Website is somewhat difficult to navigate · Not ta...

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