SINGAPORE PHILATELIC MUSEUM |
Overview |
Singapore Philatelic Museum, Southeast Asia’s first philatelic museum, was opened in 1995 as a project of the Telecommunications Authority of Singapore. It is now a fully owned subsidiary of National Heritage Board.
The Museum is the custodian and curator of the nation’s treasure of philatelic materials. It is situated in a colonial building that was part of Anglo-Chinese School, along Coleman Street.
Families and schools form the Museum’s primary target audience. |
Strategy |
Mission |
To promote the educational use of philatelic materials to learn about the world, and national history and heritage.
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Product & Service Mix |
The Museum has four permanent galleries which feature general information on philately, the production process of stamps and the philatelic history of Singapore. A popular activity amongst families is the “Traveller to the World of Philately”, a self-guiding activity which encourages visitors to explore the galleries and collect unique designs on their “passport”.
Throughout the year, there are also changing exhibitions with themes that appeal to families and children, and information is presented in a reader-friendly way. The Museum also uses colourful, attractive graphics and interactive displays to engage visitors.
To extend the visitors’ experience beyond the exhibitions, the Museum organises fringe programmes for the public such as walking trails, guided tours and handicraft workshops. They are largely designed for families.
The Museum also has school programmes developed for various age groups. Through hands-on activities and stamps, students learn about different cultures and heritage of Singapore and other countries. |
Marketing & Promotions |
The Museum organises open house days when admission is free. Popular open house days include Chinese New Year, National Day and Christmas. There are also family-oriented exhibitions and programmes at the Museum all year round.
The Museum has regular promotions for local families and senior citizens. It also supports the National Family Celebrations with family discounts to admission fees and programmes. |
Service |
Service Attitude |
To ensure continuous improvement of its products and services and, the Museum places itself in the shoes of the customer to review all possible customer contact points, and proactively collects feedback from customers.
To remain appealing to families, the Museum also researches and incorporates the best practices of other family-oriented institutions, taking into account the most practical and cost-effective options.
In addition, staff are regularly sent for service training. Many are repeat winners of the Excellent Service Awards. |
Nurturing service care |
To improve service care, the Museum tapped on the S$20,000 Pro-Family Business Grant to implement new family activities and improve infrastructure to make facilities more family-friendly. An example is the upcoming Family Activity Kit that complements the museum’s exhibitions and enhances customers’ museum experience. It comprises hands-on activities that promote learning through stamps and also encourages family bonding and meaningful discussions. Visitors can try their hand at collecting stamps or play games involving stamps, which will surely appeal to children.
To encourage more families to explore the Museum, “Fun Corners” will also be introduced as learning spaces for children and families. With safe and durable furniture, the “Fun Corners” will also serve as resting areas for young children and the elderly. |
Safety first |
The Museum has fire detectors, alarms and extinguishers in place. There is also a handy First Aid Kit at the museum counter in case of emergencies. |
Infrastructure |
Facilities |
The Museum provides signs and information to make navigation around its galleries easy for families.
To create a comfortable environment for all members of the family, the Museum regularly looks into improvements in its facilities. Upcoming upgrades include installing child-height water-coolers and hand-dryers, constructing a child urinal and diaper changing facility in the female toilet, and decorating the toilets with attractive and educational stamp motifs. |
