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Marketing and Communications Planning

The Alliance has compiled this set of marketing and communications planning resources from amongst its own offerings as well as those throughout the nonprofit and museum sector.

Alliance Resources

Sample Documents

Tier 3 museum members can access a number of sample marketing & communications plans and style guides.


Other Resources

Developing a Marketing Plan

The U.S. Small Business Administration discusses the purpose of a marketing plan, provides an outline, and details the components.

The Just Enough Planning Guide

Spitfire Strategies shares a guide on planning for a campaign–whether it be policy, issue or education campaigns. This tool can be useful for marketing planning (PDF, 44 pages).

Marketing the V&A

The Victoria and Albert Museum explains its approach to marketing its institution, communicating values to audiences that will respond to them.

Marketing Plan Component of Your Business Plan

Wolters Kluwer offers this Business Owner’s Toolkit which provides guidance on integrating marketing into overall business planning.

Nonprofit Communications Trends Report

The Nonprofit Marketing Guide shares trends on nonprofit communications that offers metrics and trends on communications tools, marketing plans, social media, email and direct mail.

Research & Planning for Museum Marketing Success

MuseumNext An in-depth looking at developing a marketing plan for your museum, including how to conduct a SWOT analysis and set a budget.

Tools for Results

The Texas Commission on the Arts shares a marketing toolkit that may be useful to small museums. It has guidelines for creating a media plan, an overview of different vehicles for getting the word out, tricks of the trade, tips for conducting market research and developing a media list, information, and samples (such as ads, fact sheets, press releases, and group sales documents).

AAM Member-Only Content

AAM Members get exclusive access to premium digital content including:

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  • Access to more than 1,500 resource listings from the Resource Center
  • Tools, reports, and templates for equipping your work in museums
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