1. Background and Situational Analysis
This section introduces the organization and its mission, provides background on the site and its history, and examines the factors influencing interpretation at the site. These factors include internal strengths and weaknesses as well as external “PESTLE” elements: political, economic, social, technical, legal, and environmental conditions that shape what is feasible for interpretation within this plan.
2. Plan Goals
This section outlines what the plan aims to achieve and how success will be measured. The goals should align closely with the strengths, weaknesses, opportunities, and threats identified in the situational analysis. We’ll cover how to develop these goals in more detail later in the course.
3. Target Markets
This section identifies the audiences you need to reach to achieve your goals. It includes profiles of each audience segment, offering insights into their needs, interests, abilities, and visitation patterns. Understanding these audiences will guide the design of meaningful and engaging interpretation.
4. Theme Framework
The theme framework defines the key messages your interpretation will communicate, organized in a clear hierarchy. This section builds on the audience insights from the previous section, ensuring the themes resonate with their interests and knowledge levels.
5. Interpretive Products: Programs, Events, and Media
This section provides a detailed narrative of the proposed visitor experience at your site. It includes specific interpretive products—such as programs, events, and built media—and often uses tools like matrices to demonstrate how these products align with audience needs and project goals. This is typically the most detailed part of the plan.
6. Next Steps
This final section facilitates the transition from planning to implementation. It includes work breakdown structures and task lists to guide the development and delivery of the proposed products, ensuring the plan’s vision is realized effectively.
