Ruthmere Museum, a historic landmark in Elkhart, Indiana, partnered with J2 Marketing to chart a path toward revitalized engagement and attendance growth. Ruthmere needed a clear, actionable roadmap to expand its audience, attract younger and more diverse visitors, and strengthen membership and donor participation.

The Challenge

Ruthmere’s communications leaned heavily academic, appealing primarily to an aging, local audience. Their storytelling, visuals, and digital presence didn’t reflect the warmth or vibrancy needed to inspire modern visitors. Without a clear strategy or defined target segments, marketing efforts felt fragmented—leaving major opportunities untapped among local families, the Hispanic community, and regional tourists.

The Strategy

J2 Marketing conducted a comprehensive audit of Ruthmere’s brand, content, and social media presence, identifying opportunities to modernize messaging and unify communication across platforms. From this foundation, we created a data-informed strategy designed to align programming, outreach, and visitor experience around sustainable audience growth.

The plan outlined practical, achievable steps to diversify the museum’s visitor base, modernize membership offerings, and strengthen its community presence. To better engage Spanish-speaking residents, J2 proposed bilingual programs, dual-language signage, and partnerships with local Latinx organizations and media. To attract families, we developed concepts for Free Family Sundays, children’s discovery maps, and children’s activities that encourage repeat visits. For young professionals, we recommended social, experience-driven programming—such as an after-hours series—to reintroduce the museum as a vibrant, community-centered destination.

The strategy also included a plan to reframe membership and donor engagement around value, accessibility, and belonging. J2 proposed tiered membership options like a “Young Friends of Ruthmere” program, simplified digital renewal tools, and exclusive member experiences to foster loyalty. To support these goals, we recommended developing a unified content and visual framework—replacing academic tone with people-focused storytelling, standardizing brand assets, and using imagery that highlights real visitors engaging with the museum experience.

Results & Impact

The Ruthmere Strategic Plan provided the museum with a clear, actionable roadmap that prioritizes audience diversification, brand alignment, and sustainable marketing practices. It established a realistic target for future visitation based on peer benchmarks and offered a step-by-step approach to growing attendance and engagement within Ruthmere’s existing annual marketing budget. The plan empowers the museum to make informed decisions, implement measurable strategies, and position itself for long-term growth in visitation, membership, and community relevance.

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