The BCMA is proud to announce the sixth installment in our monthly professional development webinar series!

Join colleagues from around the province on September 19 for “Marketing for Museums” presented by Erika Stenson (Royal BC Museum).

Webinar Description:

Visitor-centric marketing initiatives are critical to capturing competitive advantage and sustaining success. This webinar explores the concepts and tools of strategic marketing—from market segmentation and positioning to customer needs and behaviour to traditional and content marketing. You will emerge with a framework to help you develop a marketing strategy that creates value for your visitors and your museum.

How do you:

  • Analyze and understand visitor needs and buying behaviour?
  • Understand your competitive environment?
  • Identify marketing shifts related to technological, regulatory, and cultural change?
  • Partner with collaborators to build go-to-market power?
  • Assess the economic impact and viability of your programs?
  • Measure success?

Erika Stenson is the Head of Marketing and Business Development at the Royal BC Museum. Erika joined the Royal BC Museum in 2010, bringing extensive experience in marketing and business development in both the private and public sectors. She is an alumnus of Harvard Business School, is a communications and advertising accredited professional, and has a Liberal Arts Diploma. Erika currently serves on the board for Tourism Victoria. As Head of Marketing and Business Development, Erika is responsible for building strategic business development initiatives, media relations and corporate communications, publishing, consumer research and other related activities.

Webinar Details:

Time and Date: September 19, noon-1pm
Cost: Free for members, $10 for future members
Registration and more information:

If you need help finding your member number, please email  Not yet a member?  Take advantage of our special 60th anniversary rates!

We hope you’ll join us for this webinar!  Feel free to invite your colleagues and share on social media.  If you have any questions about this or future webinars, please email