Education remains a priority for most museums and many have educational programming designed for school tours and groups.

However, standardized tests and constraints on school budgets hinder the ability of teachers to organize museum field trips.

Museums must market their educational programs to teachers and address how they can meet the needs of busy educators.

Cindy Lucas outlines how to determine the needs of teachers, proper marketing efforts, and the importance of good customer service.

Lucas demonstrates how marketing differs from advertising. Marketing is reaching out to a specific audience in a targeted way that keeps audience members engaged past their initial interest.

A planning form and basic outline for a marketing plan will guide museum educators in tackling their marketing efforts in a strategic manner.

Technical Leaflet #235 (2006)