Visitor profiling for, and promotion of the biological and earth sciences museums, Macquarie University

In 2007 Macquarie University undertook a significant restructure. It was anticipated that this would impact on the viability of the programs and resources of campus museums. The changes to university management practices involved possible cessation of centralized funding contributions to museum management. The biological and earth sciences museums, along with the other museums on campus, felt compelled to demonstrate a capacity for independent operation in case justifying their financial position became a key criteria for survival. A research project was designed and undertaken to identify and highlight the services of the biological and earth sciences museums at Macquarie University in order to increase their audience base. The results of this research have lead to the identification of distinct potential audiences and the formation of new promotional strategies within the Faculty of Science.