Posted March 2, 2018

Discovery Session, Marketing Plan

Paid Earned Owned Shared

  • Facilitation of a 2- to 3-hour discovery session with participants to establish objectives, overview of marketing, exploring the organization’s “why,” customers’ path to purchase, SWOT analysis, discussion of Paid/Shared/Earned/Owned assets, etc. The session involves conducting exercises to draw out key insights and open discussions on key topics.
  • In advance of the session, preliminary research is executed, including review of current materials, with an eye at developing a customized approach for the structured discussion.
  • Upon completion of the session, a summary document is produced that includes a synopsis of the discussion and topline insights with suggestions for next steps. Once reviewed and approved, the Discovery document is used as a base for the development of the marketing plan.


December 10, 2014

Dear Mark:

Thank-you for working with the Alberta Railway Museum to produce a comprehensive marketing plan for the Museum.

As the person who spearheaded the project, I very much appreciate the time you spent with me and with the Board of Directors as a whole, especially since most of the meetings were after regular business hours. Working with a volunteer organization can be challenging, and I am sure that our Museum was no exception, with the variety of viewpoints.

Over the course of the development of the Marketing plan, you kept us advised of what stage the project was at. The Marketing Audit and Brand Platform are comprehensive and provide us with a platform to see where we are and the possibilities. Certainly you have shown that our future as an attraction moves beyond the trains and railway equipment into giving the Museum a human focus.

The final Marketing Plan with specific suggestions and a timeline calendar for 2015 promotional and marketing activities will be invaluable. All too often we lose sight of the bigger picture and thus our marketing activities are catch as catch can. The advertising plan for the local newspapers is well thought out and once again provides us with a clear direction. The key objective of the plan is to increase visitors by 15% in 2015 over 2104. The marketing plan provides us with the tools to achieve this objective.

In the end you have taken the Alberta Railway Museum, synthesized what we are about and where we want to go, and provided us with a marketing plan outlining the road map on how to get to our final destination (objective), which is more visitors, more public recognition, and in the end the continued preservation and exhibition of Alberta’s railway heritage for future generations.

On behalf of the Alberta Railway Museum and the Board of Directors, thank-you for working with us, and for routing us on the right track for our continued success and growth.


Stephen Yakimets, Directory of Publicity

  • ARM Marketing Plan :
  • Alberta Railway Museum Marketing Plan :