J Michael Fetters

J Michaeld Fetters, Quatrefoil Associates
Washington D.C.

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Michael Fetters is a senior marketing professional with demonstrated skill and success in brand-building and brand-management, strategic planning, advertising, promotions, sales, research and media relations. He possesses specialized experience in museum and travel/tourism marketing, gained while working at institutions large and small. He is currently Director of Sales & Marketing with Quatrefoil Associates, a firm that develops custom immersive exhibitions and experiences for museums and corporations. Michael introduces the multidisciplinary Quatrefoil team to design, communications and museum professionals who want to work with a design firm that can turn their vision into reality.

Michael Fetters is also adjunct faculty for the George Washington University Museum Studies Program where he teaches "Marketing the Museum", an exploration of the opportunities — and responsibilities — represented today under the museum marketing umbrella. This course features an introduction to museum marketing planning steps including situational analysis and marketing research; segmentation and targeting; positioning and intent; identification of business, marketing and social objectives; strategies and key performance metrics.

Previously as the Newseum Director of Marketing and Sales who reported directly to the CEO, Michael Fetters was responsible for the development and execution of all marketing programs, which at the time was one of the top museum attractions in Washington, D.C. Specific areas of responsibility included strategic planning, advertising, group sales, media relations, research, promotions and events. Michael managed an annual marketing budget of more than $2 million.

Michael Fetters was also Chief of Public Affairs for 9 years at the Smithsonian Institution with the National Air & Space Museum, the world's most visited museum. Highlights include managing media relations and public information for some of the National Air and Space Museum's greatest shows ("Star Trek" in 1992 and "Star Wars" in 1997 as well as countless other galleries, events, IMAX movies and lectures) and some of the museum's most challenging times ("Enola Gay" - 1994-1995).

View more of Michael Fetters' work at Quatrefoil Associates. Connect with Michael on LinkedIn and Twitter.

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