Abstract
The Sacramento History Museum has changed its operational authority three times since its opening in 1985. Other than the original marketing plan created in 1985, the institution has not developed comprehensive marketing plans for the past fiscal years. With the development of new exhibits, tours and programs, the Sacramento History Museum expects to have a promising fiscal year of 2011/12. The critical element to its success will be the brand awareness and image which are communicated to the public at this time. This project attempts to develop a marketing plan to guide the revitalization of the Sacramento History Museum. Sources of Data Two sources of data were applied: (1) secondary data of industry data and market studies (2) primary data based on interviews with the museum personnel and surveys for members, docents, and teachers. Conclusions Reached Utilizing market segmentation and target market techniques, a market plan was developed for the new fiscal year of the Sacramento History Museum. With an estimated budget of $ 23,366, the plan provides for valuable product packages, advertising and promotions to enhance the local awareness and convey the strong image of the Sacramento History Museum: that of a family-oriented and high quality museum. Mechanisms for implementation and evaluation are necessary to ensure successful execution of the proposed plan.