Museum Audience Development and Membership Innovation
FIVESEED partners with arts and culture and conservation organizations worldwide to provide research and strategic thinking to reach new audiences. We don’t do your typical marketing campaign. Instead, we work exclusively in the domain of membership innovation—taking the time to truly understand audience needs, develop data-informed strategies, and create opportunities for engagement. Interested in learning more? Drop us a line!
What's in a name? The word FIVESEED encompasses our 5 step framework for infusing the Design Thinking methodology into your audience development strategy to grow your museum's membership program:
- Empathize. Used by innovative organizations such as Apple, Lego, GE, and IKEA, Design Thinking is a collaborative, creative methodology for solving complex problems. Design Thinking engages stakeholders in an exploratory process to develop practical and inventive solutions with an audience-first perspective.
- Define. With a thoughtful, rigorous, and analytical approach, we will work together to define the real problem.
- Ideate. Through a structured ideation process, we will explore what an ideal future state looks like and identify solutions for how to get there.
- Prototype. Rapid prototyping of feasible solutions are developed to be tested with real audiences.
- Test. We conduct validated learning, iterate, and refine with the aim of continuous innovation.
Learn more and join the conversation at membershipinnovation.com
ROSIE SIEMER, FOUNDER + CEO
Science that sparks curiosity, art that broadens perspectives, zoos and gardens that bring joy, and history that provides a deeper context for how the world works—these are the experiences that compelled Rosie Siemer to focus her life’s work on museums.
Her passion for enhancing and promoting the museum experience inspired her to launch FIVESEED, a research and strategy partner to arts and culture and conservation organizations worldwide. Under Rosie’s leadership, FIVESEED has guided dozens of museums in the development and execution of data-informed strategies that deepen audience engagement and build long-term financial sustainability. She has provided consulting services to a number of internationally respected cultural organizations, including the Louvre Abu Dhabi, Museum of Science Boston, Saint Louis Art Museum, Desert Botanical Garden, Space Center Houston, Smithsonian’s National Zoo, History Colorado, Mt. Cuba Center, and the Murphy Arts District.
Sharing her expertise to help museums thrive, Rosie frequently facilitates workshops on audience development and speaks on the topics of building empathy, choice architecture, and the future of membership. She also enjoys sharing her time with professional, cultural, and community organizations and has served on a number of boards, including the Denver Police Museum, World Trade Center Denver, and the American Marketing Association. Rosie is a graduate of Metropolitan State University of Denver where she earned dual degrees in Marketing and Business Management.
Rosie’s book, Museum Membership Innovation: Unlocking Ideas for Audience Engagement and Sustainable Revenue, is the culmination of nearly a decade of research. She also co-authored Membership Marketing in the Digital Age, a comprehensive resource guide for cultural membership professionals. Rosie has visited more than 90 museums in 12 countries (and counting!)—many of them on her own time and her own dime—for the sheer enjoyment of it. When she’s not researching, writing, or museum hopping, Rosie enjoys Scotch-tasting and watching sci-fi movies.