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Case Study: Wing Luke

Challenge

Wing Luke Asian Musuem, cultural cornerstone of a community, expands facility, incurring debt that threatens financial stability and long-term viability.

  • Business plan not sustainable for the future.
  • Organization focused on preserving current visitor loyalty , narrowing potential to attract new members.
  • Mission statement “tired,” limiting board and staff’s ability to bring focus, clarity or strategic guidance to organizational planning.

Solution

Marketing platform driven by hard-hitting, collective information from staff, board members, and stakeholders.

  • Create new mission statement and positioning framework to draw-in new customer base while retaining historical followers.
  • Research, online surveys, executive workshops, and competitive analysis to forge consensus and build recommendation.
  • Evaluate museum business practices and alternative exhibit strategies from leading cultural museums in Europe and the U.S. to support mission re-alignment.
  • Incorporate analysis, comparative analysis, and recommendations in major five-year business plan.

Results

Non-profit thrives on business model that integrates financial success and community involvement at same level.

  • Unanimous board approval of new mission statement.
  • Organization launches new identity campaign and visitor effort based on recommendation.
  • Ford Foundation considers WLAM as one of only 3 cultural museums for expanded grant funding, citing exceptional work on mission statement and business plan.