Marketing expert Hayley Dean has grown up around aeroplanes with her grandfather a former RAAF officer and father a curator at the Australian Aviation Museum in Bankstown. Now she manages the AAM’s communication and publicity on a pro bono basis. It is fascinating and inspiring to watch Hayley use Twitter and Facebook – to see how she is building a community network around the aviation collection.
Marketing and social media expert, Australian Aviation Museum, Hayley Dean
The Australian Aviation Museum (AAM) located at Bankstown Airport has been operating since the 1990’s and is home to some of Australia’s most historic Aviation memorabilia. But despite its impressive collection, the museum was aware that it was time to address a decline in visitor numbers and their lack of awareness by the Australian public, outside of the aviation & historic community.
The answer came in the form of a 21st century version of a lamington sale, a social marketing campaign on Twitter (AustaviationMus) and Facebook. Rather than simply tweeting aviation facts and aircraft photo’s, the AAM has created a connection between their museum and current new stories…. and it’s working.
Australian Aviation Museum volunteer team
The key is ‘connection’. When Calvin Klein (CK) showed his latest bomber jacket collection at New York’s fashion week, the AAM mentioned their CK collection, that being our Charles Kingsford Smiths flying jacket and the number of female followers increased.
When O week began, the AAM wished all aviation students good luck and we connected with each university offering the degree, and when Hollywood honoured their greats during Oscar week, the AAM honoured a great man who befriended the stars and flew them in boats and the socialites began to listen. In only a short few weeks, by talking to an audience that once showed little to no interest, the AAM has had a number of small successes in once unreachable avenues. Thanks to the support of their wonderful volunteers, the sky is no longer the limit for the AAM with plans for their social marketing to grow ever bigger.
Based in Sydney’s Inner West, Hayley Dean is the owner of me marketing agency, specialising in social media management and marketing communications. She has worked on numerous marketing initiatives for not for profit organisations including that of the AAM’s and so is well placed to offer advice to other museums. Email Hayley for advice on how small organisations can use social media effectively.
The Australian Aviation Museum is located in Starkie Drive, Bankstown Airport. For more information visit www.aamb.com.au or phone (02) 9791 3088….or follow them on twitter ‘Austaviationmus’ and facebook.