# data[].attributes.body
Thank Jun Ji for scribing. I [Ms Tay] edited the text on 29 May, 3.45 pm.

1. Technology - Social media marketing is becoming more and more important.

social media marketing is very active phenomenon.

Opportunity to instantly reach out/capture attention of target audience (who is the target audience?)  [Ms Tay says, this part is about opportunity. So, do know where to park this discussion.]

2. Social -  Increasing trend of people going to museums? (Museum visitorship 2015-16)

[Ms Tay says, useful to establish statistics /official report to confirm if this is happening].

3. Natural - In general, people are becoming more conscious, aware of issues relating to biodiversity, global warming, extinction, protection of animals and nature reserves.

# data[].attributes.body
Signages

Signage for directions to parking lot of LKCNHM

Directions to learning labs as well as other facilities in the area such as Alice Lee Plaza, University Cultural Centre and Yong Siew Toh Conservatory of Music

Architecture, Buildings

NUS Museum

University Cultural Centre

Alice Lee Plaza

Facilities

Singapore wind tunnel

Limited parking

Parking facility is available at capark 3A, more lots are available at carparks 3&4 near the Yong Siew Toh Conservatory of Music and NUS Raffles Hall

Attractions nearby

Yong Siew Toh Conservatory Of Music

NUS Museum

Transport

NUS shutterbus

151, 151E, 96

Nearest MRT: Clementi MRT

# data[].attributes.body
Ticketing Counter: There are flyers and brochures available for the visitors right in front of the counter. They provide information such as the ticket prices and session timings on the television. They also show what kind of payment and promotions that are available.

Admission fee:
Singapore Resident:
Adult: $16  Child, Student, NSFs, Senior Citizen & Person with disability: $9
Standard Rate:
Adult: $21  Child, Student & Senior Citizen: $13

Security: There are a few security officers/guards available in the museum itself and there are CCTVs located at the different areas within the museum. There are personnel at the entrance checking whether visitors have the valid tickets to go into the museum.

Shop Service: There is a shop called “The Museum Shop” available at the lobby of the museum. They sell a variety of items ranging from food items to souvenirs.

Service Online: They have a website which presents viewers with the address to the museum, details of the museum, highlights of the museum. They provide informations about their education workshops and programmes, mainly reaching out to schools to educate them the history and heritage of Singapore.
http://lkcnhm.nus.edu.sg/

Visitors in the Museum: Visitors in the museum ranged from young children to the elderly. Nus students and staff gets to visit the museum for free when they produce their valid student pass. 85% are locals and 15% are foreigners. About 60% are adults, 30% are children, 10% others eg senior citizen. Visitor demographics are mostly student, adult couples and families coming with children/elderly.

# data[].attributes.body
-It is a research business.
-Visitorship of 100,000
-Uses various distribution channels (Sistic, travel agents, media/word of mouth)
-December festive SG50 books to give away ( Promotional)
-Various school holiday period promotions in March, June and Dec
-The Museum has a eguide/application
-Lias with STB to collab with Malaysia Association of Tour & Travel Agents ( Past marketing efforts)
-Partnered with Tradewinds ( Past & current marketing efforts)
-No visible plans and ambitions to move forward

# data[].attributes.body
Prides themselves as being a one-stop exhibition, education and research facility to service a wide range of multitude of of biodiversity activities in Singapore and the Southeast Asia region.

Facilities:
There are many facilities in LKCNHM such as the learning hubs, as well as a small souvenir shops that sells food, drinks and souvenirs. There are also lifts in the museum to make it more convenient for the elderly and disabled to move around. They have very limited washrooms.

Exhibition gallery of LKCNHM is divided into 2 floor.
Main floor:
About the history and diversity of life on Earth, emphasizing strongly on Southeast Asia plants and animals. Divided into 16 different zones such as Plants, Amphibians, Mammals and Dinosaurs - Showcasing real fossils, and even a real elephant skull.

Mezzanine Floor:
2 main areas: Heritage Gallery and Singapore Today
Heritage Gallery:
Showcases plants and animal material (from the original Raffles Museum), including many specimens from Singapore.
Singapore Today:
Showcases the geology of the island, and highlights efforts by agencies to conserve Singapore's Natural Heritage.

Both floors have different things to help people be able to learn through other senses other than sight, such as videos to help them learn through listening and watching, as well as things such as real skin or fur of some of the animals showcased, which can allow the visitors to know how the animal's skin or fur feels like in real life through their sense of touch.

Ambiance:
Music: Plays soothing background music which can help relax the visitors
Lighting: Uses light coloured lightings such as white and blue which is soft (not like colours such as bright yellow).
Both combines helps put visitor in a relaxed and good mood, which will help them as they do not feel uncomfortable.

Design:
The museum is designed in such as way that they are divided into different zones (plants, land animals, sea animals etc.) Makes it easier for visitors as they know they can look for specific, related areas in the same place.

Tour:
1 hour 30 mins gallery tour, S$24.00 (per adult, inclusive of 7% GST and other miscellaneous fees). Guide to participant ratio is 1:20, with the minimum group size as 15. Customised tours are available. The tour aims to introduce their visitors to the wide range of specimens showcased in the museum. Their guides will share from their own knowledge and experiences, various additional information about selected specimens and exclusive behind-the-scenes stories of the exhibitions will also be shared by the guides

# data[].attributes.body
demographic environment - millennials are not attracted to musuems
Appeals to baby boomers
[Ms Tay says, qualify this]

# data[].attributes.body
Social Environment - Movies/concerts/entertainment over museums
[Ms Tay says, describe the force more clearly. What do you want to say of movies, etc with respect to museums?]

Demographic Environment - museum might not appeal to millennials/the different age groups as the different age groups have different interest [Ms Tay says, qualify this]

Market trends - Tourists/locals might not have interest in museums and instead on other trends from the market

Market trends - Trend now is tourists prefer extreme tourism instead of visiting museums [Ms Tay says, any report to confirm this claim?]

# data[].attributes.body
using technology to overlook the past (using holograms instead of actual fossils) with this change, a new market trend appears, attracting a different market segment.

# data[].attributes.body
Demographic Environment - Millennials like to try new things, adventurous so museum might not be interesting to them [Ms Tay says, any proof? how to qualify this claim if this is your opinion? In real situation, marketers do conduct primary research to ascertain if this is really so among majority]

Political Environment - Singapore is a very political safe country
[Ms Tay says,  this is an important political force that will continue to drive inbound tourism for SIN. Agree?]

Technology environment - Documentary on natural history online [Ms Tay says, what do you want to say here? What relevant big force with respect to tech on documentary on natural history?}

Competitive Environment - Low in competitors in Singapore in terms of museums showcasing historical artifacts. [Ms Tay says, is it no or low in terms of natural history of such scale?]

Social/Cultural Environment - Other museums get more publicity more than LKCNHM [Ms Tay says, is this a force or is this a threat arising from your analysis of the direct competitors in your micro-environment?]

# data[].attributes.body
Demographic:
Museum might not be appealing to the millennials because we have shorter attention span.

Competition:
Not many people are interested in what LKCNHM have to offer. Other competitors such as arts science museum display different kinds of exhibits that cater to different market segments

Market Trends:
For millennials, `

# data[].attributes.body
- Technological advancement

- Political legislation

- Environment (Haze)

- Demographic (Millennials/Gen Z -> not interested in museum)

- Competition as there many museums , such as National Gallery and Art Science Museum. They have more visitorship due to higher popularity as compared to LCKNM

-Market Trends (People prefer going to Casino/RWS/MBS > LCKNM)