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Agency Frontier Culture Museum of Virginia (239)
Measure Name Marketing cost per FCMV on-site visit.
Measure Last Modified
11-14-2025 11:51 a.m.
Measure Last Published
11-17-2025 09:27 a.m.
Status
Active
Data Source and Calculation
Data sources are the FCM marketing budget, including payroll, and the number of visits recorded by the CounterPoint admissions system. Marketing cost per FCM visit is determined by dividing the total annual cost of marketing the FCM and its programs, from the total number of annual visits.
Enterprise Priorities and Strategies
Initiative Priority Strategy
Government and Citizens Customer Service Deliver high quality products and services to customers in a timely manner.
Associated Service Areas
Service Area Code Service Area Name
14503 Education and Extension Services
14507 Operational and Support Services
Targets and Baselines
Name Date Result Note
Baseline 06-30-2024 3.32 Marketing cost per FCM visit is determined by dividing the total annual cost of marketing the FCM and its programs, from the total number of annual visits.
Short Target 2025 06-30-2025 3.2 Marketing cost per FCM visit is determined by dividing the total annual cost of marketing the FCM and its programs, from the total number of annual visits.
Long Target 2027 06-30-2027 3.1 Marketing cost per FCM visit is determined by dividing the total annual cost of marketing the FCM and its programs, from the total number of annual visits.
Baseline None
Results
Year Result Note
2008 2.54 Marketing expenditures are necessary to keep awareness of the Museum in the public mind. The effectiveness of the Museum's marketing efforts is best determined by the number of visitors to the Museum and the number of people who use the Museum facilities. The productivity of the Museum's marketing is measured by cost expended on each Museum visitor and user over the course of the fiscal year. For FY2011, the Museum's marketing costs totalled $157,438 and the total number of visitors and people using Museum facilities was 68,466 people. The marketing cost per person for the fiscal year is $2.30
2009 2.37 Marketing expenditures are necessary to keep awareness of the Museum in the public mind. The effectiveness of the Museum's marketing efforts is best determined by the number of visitors to the Museum and the number of people who use the Museum facilities. The productivity of the Museum's marketing is measured by cost expended on each Museum visitor and user over the course of the fiscal year. For FY2011, the Museum's marketing costs totalled $157,438 and the total number of visitors and people using Museum facilities was 68,466 people. The marketing cost per person for the fiscal year is $2.30
2010 2.37 Marketing expenditures are necessary to keep awareness of the Museum in the public mind. The effectiveness of the Museum's marketing efforts is best determined by the number of visitors to the Museum and the number of people who use the Museum facilities. The productivity of the Museum's marketing is measured by cost expended on each Museum visitor and user over the course of the fiscal year. For FY2011, the Museum's marketing costs totalled $157,438 and the total number of visitors and people using Museum facilities was 68,466 people. The marketing cost per person for the fiscal year is $2.30
2011 2.30 Marketing expenditures are necessary to keep awareness of the Museum in the public mind. The effectiveness of the Museum's marketing efforts is best determined by the number of visitors to the Museum and the number of people who use the Museum facilities. The productivity of the Museum's marketing is measured by cost expended on each Museum visitor and user over the course of the fiscal year. For FY2011, the Museum's marketing costs totalled $157,438 and the total number of visitors and people using Museum facilities was 68,466 people. The marketing cost per person for the fiscal year is $2.30
2012 2.28 Marketing expenditures are necessary to maintain and increase public awareness of the Museum and its programs.
2013 2.26 Marketing expenditures are necessary to maintain and increase public awareness of the Museum and its programs.
2014 2.24 Marketing expenditures are necessary to maintain and increase public awareness of the Museum and its programs.
2015 2.25 Marketing expenditures are necessary to maintain and increase public awareness of the Museum and its programs.
2016 2.06 Marketing expenditures are necessary to maintain and increase public awareness of the Museum and its programs. In FY16 the Museum expended $146,518.10 on marketing its programs to the public, and it received 71,162 visits. The per visitor marketing cost for the fiscal year is below the the Long Target by 4 cents, which is a substantial improvement in productivity.
2017 1.89 Marketing expenditures raise public awareness the Museum and its events and programs. Total marketing expenditures in FY2017 were $151,718.28. The total number of public visits to the Museum in FY2017 was 80,181, which divided by total expenditures is $1.89. This is 17 cent drop from the FY16 figure.
2018 1.87 Marketing expenditures raise public awareness the Museum and its events and programs. Total marketing expenditures in FY2018 were $63,536. The total number of public visits to the Museum in FY2018 was 81,440, which divided by total expenditures is $1.87. This is -1.05+ decrease from the FY17 figure.
2019 1.52 Marketing expenditures raise public awareness of the Museum and its events and programs. Total marketing expenditures in FY2019 were $108,090. The total number of public visits to the Museum in FY2019 was 70950, which divided by total expenditures is $1.52. This is 19+decrease from the FY19 figure.
2020
2021
2022
2023 3.02 Marketing expenditures raise public awareness of the Museum and its events and programs. Total marketing expenditures were $195,888. Total Visitors (including off-site programs) was 64,887.
2024 3.32 Marketing expenditures raise public awareness of the Museum and its events and programs. Total marketing expenditures were $221,325. Total Visitors (including off-site programs) was 66,628. .30 + over FY23.
2025 4.66 Marketing expenditures raise public awareness of the Museum and its events and programs. Total marketing expenditures were $281,718. Total Visitors (including off-site programs) was 60,413. 1.34 + over FY24.
2026
Measure ID 23900000.002.002
Measure Class Productivity
Measure Type Outcome
Year Type State FY
Preferred Trend Decrease
Frequency Annually
Statistical Unit Dollars
sp134 Performance Measure - 12-28-2025 21:19:45