Interoffice Memorandum

TO:

Ashley Mercer and Donald Smith

FROM:

Deborah Nacimiento

SUBJ:

Plan of Action

DATE:

4/21/2016

After analyzing our current issues we should work on a solution that involves a combination of
cost reduction and implementing admission fees, working on defying and communicating our
image and increasing advertising. Reducing personnel and administrative costs by 10% and
decreasing supplemental costs will decrease company expenditures by $377,704.20.
Implementing admission fees of $2 for every adult, still keeping children under 12 able to get in
for free, will generate enough revenue for us to be able to offer a $30 annual membership for
students ages 13-22 and seniors over 60, and continue to present our member with 20% discount
in our facilities. Both measures will effect our bottom line in a positive way. Also, increasing the
parking fee will help us gain more members with the benefit of free, downtown premium parking
and increase revenue.
It is very important for us to define clearly and communicate effectively our brand. We can
create a clear imagine for the museum as a historic, classic part of the city and a must in any
tourist itinerary, while steering away from the free attraction image changing the public opinions
that we are worth the price. We can also increase public awareness of our events and promotions
to attract people that have not visited us in a while and again build the value in our annual
membership. However, for all of our branding and image changes to be effect we will have to
increase advertising expenses by at least 15%. More advertising presence will increase visitation
traffic and spread the word on the new image we wish to present, as well as more effectively
push our promotions and special events.