District PR

District PR is Washington, D.C.’s premiere boutique agency. We specialize in creative digital solutions and strategic communica-tions in a constantly evolving field.

Mission Statement

Table of Contents

District PR Biography

SWOT

Executive Summary

Current Perceptions

Competitor Audit

Key Insights

1 - 2

3 - 4

5

6 - 8

9 - 11

12

13 - 18Target Audience

26 - 28

#MemoryQuest

Timeline

23 - 25

Budget 30

Dedicated Landing Page

America’s Flashback Friday

29

20 - 22

Evaluation 31Together we can influence the District.

Soni Adriance is the Senior Account Executive at District PR. She has previously worked at the 9:30 Club and Environment America in the Public Relations and Marketing departments. Soni enjoys traveling, music, and good food. When she is not at District PR, you can find her at her facorite summer time spot, a U Street rooftop enjoying brunch.

Eva Glas is the Corporate Communications Specialist at District PR. She has previously worked at LivingSocial and National Geographic Channels within the Public Relations and Marketing departments. Eva enjoys good food, good weather and good company, which she always finds at her favorite summer spot in the District Eastern Market.

Maddie Hamb is the Special Events Coordinator at District PR. She has previously worked at ArtSee, LLC, and Yelp in the Public Relations and event planning departments. Maddie enjoys traveling and exploring the out-doors and her favorite summer spot in the District is Meridian Hill Park.

Stacey Levine is the Director of Digital Strategy at District PR. She comes to the firm with years of experience in the field of public relations at APCO Worldwide, Marina Maher Communications, DBC PR + Social Media and The Barbarian Group. When she’s not working on client projects, you can find Stacey practicing yoga, cooking, or shopping at her favorite summer spot in the District, the DuPont Circle Farmer’s Market.

Alexa Ottenstein is the Media Relations Manager at District PR. She has previously worked at Discovery Communications in the Corporate Com-munications department, and also has experience in entertainment public relations at Animal Planet. When Alexa is not working on media relations, you can find her working out at the gym, eating sushi, or watching a movie. Her favorite summer spot in the District is the Georgetown Waterfront.

Andrew Richards is the Creative Director at District PR. He has worked at American University’s Office of Enrollment and managed the Student Ambassador Program. When he isn’t working, Andrew enjoys kayaking, photography, swimming, and cool weather. His favorite summer spot in the District is Glover Park which is home to many of his favorite restaurants.

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Executive SummaryChallenge: Tactics:Summer in D.C. is one of the busiest times for museums and tourist attractions. It’s also one of the most popular times for summer family vacations. Our challenge is to capitalize on this summer tourism and in-crease foot traffic in the Newseum by 5% among families. With competition of the Smithsonian museums, D.C. monuments, and other paid attractions, the Newseum must stand out as a place everyone should see on their family vacations.

To increase this foot traffic, the Newseum should look at the travel trends in 2014. One of the most common factors is a quest for lasting memories. Baby boomer parents especially look to create these bonding experi-ences. Additionally, families are looking for entertaining and educational activities. Other trends include using technology to plan family trips and multi-generational travel.

If the Newseum can use these insights, they can engage families during their vacations and help them create lasting memories. By creating these moments, these families will remember their time at the Newseum and be more inclined to return or spread the word about their time there. Additionally, by posting their stories on social media, the Newseum can share these memories with other families looking to visit. Lastly, if the New-seum helps make the process of planning a trip easier and more family friendly, they will be more inclined to visit and see the Newseum as a place they can’t miss on their trip.

To increase family foot traffic in the Newseum by 5% during the summer months (July 1 - September 1).

• For families in D.C.: The Newseum is a family-friendly environment that provides interactive and inno- vative learning for all ages.• For families outside of D.C.: The Newseum is a must-see destination for families visiting D.C. who want an educational, interactive, and unique experience for all ages.• For repeat visitors to the Newseum: Each visit to the Newseum is filled with different experiences and will keep your family engaged and excited every time you return.

Solution:

Objective:

Key Messages:

#MemoryQuest: “Share a newsworthy moment in your family’s history. Join us on Memory Quest.” This tactic targets all three of our audiences. We will encourage families to share their photos and stories of their lasting memories using the hashtag #MemoryQuest on Facebook, Twitter, and Instagram. Every post will be entered in a contest with the winners featured on the Newseum’s social media channels in addition to free tickets and a guided tour for the whole family. Additionally, the Newseum will engage with these families and post some of their lasting memories on the Newseum’s social media. A representative will take photos and gather stories of families at the Newseum and share those using #MemoryQuest. These posts will reflect current exhibits as well.

Dedicated Landing Page: We developed a comprehensive dedicated landing page tailored to families. Newseum.com/families will be a place where the entire family can plan their trip, buy tickets, and engage in kid-friendly activities. There will be scavenger hunts, videos, and interactive games in the Kid’s Corner part of the landing page. The mobile-friendly page will also feature the Newseum’s kid-friendly mascots, Jasmine the Journalist and Ricky the Reporter. These two characters will guide kids on educational adventures using videos and games.

America’s Flashback Friday: On July 4th, we will take advantage of the inevitable foot traffic around the District and create a 15x12 foot front page newspaper with the headline, “America Celebrates Another Year of Memories.” Passing families will be invited to take pictures in the empty picture frame with fun props. Newseum staff will take the photos and then families can come inside the Newseum to email the photos to themselves and share them on social media. In the lobby, we will also offer Newseum-branded water bottles to give them relief from the hot summer day. Because the Summer Fun Deal starts on July 1st, this event will also raise awareness for the deal. Finally a Buzzfeed sponsored post titled “10 Ways to Spend the 4th of July in D.C.” will be created and posted to Buzzfeed in mid-June highlighting the Newseum as one of the activities.

• Design and development for the dedicated landing page will start in January and go through March. The site will launch in April. • In April, the Fourth of July event planning will start and continue through June. Supplies, including the water bottles and props, will be prepared in June as well. The event will be on July 4th and media will be pitched in the days surrounding the 4th.• #MemoryQuest will launch in May and will continue throughout the summer until August when the winners of the contest will be selected. During this time, the Newseum will promote and push their con- tent through social media.

Timeline:

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The Newseum posts at least twice a day and offers visually pleasing and engag-ing content. Although their posts get several likes and comments, there are very few shares. The majority of the comments by followers on the Newseum page are irrelevant and spam-like, and when followers do post a question or comment about the museum, there is rarely a response. The comments are mostly positive but there are a few critiques as well, mostly revolving around the Anchorman exhibit.

Current Perceptions

Ratings out of five

Likes: 70,972

• Frequent and relevant interaction and engagement with followers on social media• Perceived as one of the top visitor atractions of Washington D.C.• The museum is up-to-date with current digital trends. They are regularly fea- tured in news media stories

• Lack of family-oriented content on the Newseum’s website• The phone app is not very engaging or interactive• The Newseum is viewed as a niche museum focused solely on journalism and news• The Newseum is seen as a large time commitment to potential visitors

• Strengthen the promotion of the Summer Fun Deal.• Continue to promote the mission statement to connect with visitors and in- crease understanding of the Newseum• Modify the app to serve as a vehicle for visitors to experience the Newseum

• The Smithsonian Museums and The Spy Museum have a strong hold in the family tourism sector• Other major D.C. attractions such as Segway tours and D.C. memorials com- pete for precious vistor time• The Newseum exhibits are viewed as being less interactive and user-friendly than other museums in D.C.

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The Newseum does a great job at using YouTube correctly. They post videos irregularly, either many times a week or once every few months. Although there are not many comments on the videos or the discussion tab, the general senti-ment of viewers is overwhelmingly positive.

The Newseum usually posts photos a few times a week. The number of likes on each picture ranges from about 20 to 60, but their most popular posts have recieved upwards of 90 likes. Yet, there is little interaction with their followers as very few people comment and the Newseum does not follow many users. Visi-tors often use #Newseum to tag their photos which consistently offer positive feedback.

The majority of Yelp users gave the Newseum five stars and very few rated it as three or below. Although most reviewers loved the museum, some criticized the café for being overpriced and crowded. The main complaint is the price, espe-cially in comparison to the Smithsonian museums. The Newseum could be more present on Yelp by occasionally responding to reviews.

Followers: 1,648 | Following: 73Subscribers: 1,771 | Total Views: 1,282,193

Rating: 4.5 | Total Reviews: 441

The Newseum was chosen as Travelers’ Choice 2013 winner. It is ranked as the No. 5 attraction in Washington, D.C. on TripAdvisor. New reviews are posted almost every day and the majority of them are “excellent.” Additionally, many reviewers find it is worth the cost of admission and suggest spending at least half a day there. Although there are very few reviews giving the Newseum below average ratings, the Newseum could respond to negative reviews on TripAdvisor, like it has started to do with positive reviews.

Rating: 4.5 | Total Reviews: 2,915

The overall public sentiment of the Newseum is overwhelmingly positive. Al-though there are a few complaints about price, the majority seems to agree that the museum is worth a visit, citing the modern building, Berlin Wall exhibit, and gorgeous view as must-sees.

Overall Assesment:

The Newseum does a good job of interacting with their followers on Twitter by retweeting and replying to the majority of tweets each day. They tweet often, usually about five to 15 times a day. On average, each Newseum tweet receives at least three favorites and retweets. Tweets about the museum are extremely posi-tive, with visitors tweeting about events they attended and pictures of the exhib-its. That being said, the Newseum is following very few people, which limits their interaction with the community.

Followers: 27.5K | Following: 750

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Spy Museum Spy MuseumSmithsonian: Air and Space

Smithsonian: Air and Space

Background

Hours

MissionStatement

Prices

• Opened on July 19, 2002 in Chinatown/ Gallery Place• Features largest col- lection of international espionage artifacts ever diplayed

• Opened on July 1, 1976; largest of the 19 Smithsonian museums• 8 million+ people a year visit its two loca- tions: most visited mu- seum in the country

10 a.m. - 6 p.m. 10 a.m. - 5:30 p.m. 9 a.m. - 5 p.m.

To educate the pub-lic about espionage in an engaging way and provide a context that fosters understanding of its important role in and impact on current and historic events.

The National Air and Space Museum shall commemorate the na-tional development of aviation and spaceflight, and will educate and inspire the nation.

The mission of the New-seum is to champion the five freedoms of the First Amendment through education, information and entertainment.

Adults (12 - 64): $20.95

Senior, Military, Law Enforcement: $15.95

Youth (7 - 11): $14.95

Children (Under 6): Free

Free

Adults (19 - 64): $22.95

Seniors: $18.95

Youth (7 - 18): $13.95

Children (Under 6): Free

Museum Store Online and at the mu-seum.

Online and at the mu-seum.

Only at the museum.

Dining Options

Visitor Ranking

Social Media Audit

None

• Café with coffee and pastries• The Wright Place Food Court

• Wolfgang Puck food court with 152 seats• The Source, an award- winning Wolfgang Puck Restaurant

Ranked #73 of 241 at-tractions in D.C. on Trip Advisor.

Ranked #15 of 241 at-tractions in D.C. on Trip Advisor.

Ranked #5 of 241 at-tractions in D.C. on Trip Advisor.

The museum uses Facebook and Twitter to educate their follow-ers about the history of espionage and current and upcoming exhibits. They stay connected to current trends by using popular hashtags such as #throwbackthursday. Klout Score: 67

The museum has a very strong social media pres-ence both on Facebook and Twitter. They suc-cessfully use social media to keep visitors interested in the exhibits as well as educate them about Air and Space history. Klout Score: 68

The museum has a strong presence on many different social media platforms. Their pres-ence is strongest on Facebook, Twitter, and Instagram. Klout Score: 74

• The Newseum origi- nally opened in Ross- lyn, Virginia in April 1997• In 2000 the Newseum opened their location at 555 Pennsylvania Avenue

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Newseum Newseum

Website

Overall Rating

• Consistent red, black, and gray color scheme branding• Clear information tabs, sleek and mod- ern web design, easy to navigate• Comprhensive web page for families

• Traditional layout and design, not very atten- tion grabbing or inter- active• Website is difficult to navigate due to the overwhelming amount of information• Comprehensive web- page for families

• Traditional layout and design. Not very atten- tion grabbing or inter- active• Difficult to navigate due to amount of information• No dedicated landing page for families

Twitter• 7,239 followers• 1 - 2 tweets/day• Most tweets include a photo/link to website

• 59.7K followers• 10 - 12 tweets/day• Promotes museums current and upcoming exhibits

• 27.5K followers• 5 - 10 tweets per day• Most tweets engage followers and pro- motes the Newseum.

Facebook• 12,436 likes• 3,000+ ratings: 4.5/5 stars• 1 - 2 posts per day

• 77,481 likes• 9,000+ ratings: 4.5/5 stars• 2 - 3 posts per day

• 70,972 likes• 1,638 ratings: 4.5/5 stars• 2 - 3 posts per day

Key Insights

• One of the top trends in 2014 travel is educating while entertaining.

• The common denominator for all family travel is a quest for lasting memories.

• As baby boomers are getting older, they want to leave behind experiences, not things for their children.

• Using technology to plan trips is a major 2014 travel trend. Parents are becoming more reliant on peer opinion leaders such as family bloggers and travel bloggers.

• Multi-generational travel is becoming increasingly prominent.

Multigenerational family travel biggest travel trend for 2014. (2014, January 01). Retrieved from http://www.travelindustrywire.com/article75993Multi-generational_Family_Travel_Biggest_Travel_Trend_for_.html Fact sheet: Travel brings families closer together. (2013, March 12). Retrieved from http://traveleffect.com/info/fact-sheets/fact-sheet-travel-brings-families-closer-together O’Shaughnessy, A. (2014, January 09). Family travel trends 2014. Retrieved from http://magazine.fourseasons.com/travel-food-style/kids-family/family-travel-trends-2014 Handelman, D. (n.d.). The newest trend in family travel. Retrieved from http://www.parents.com/fun/vacation/planning/the-newest-trend-in-family-travel/ McCarthy, K. (n.d.). Family travel trends for the year ahead. Retrieved from http://myfamilytravels.com/content/55749-family-travel-trends-year-ahead

Works Cited

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Spy Museum Smithsonian: Air and Space

Newseum

Cecilia enjoys partaking in kid-friendly and educational activities with her son Colin. Although Cecilia doesn’t get to spend as much time with Colin as she would like, they both enjoy the family time they do have. Cecilia likes them to stay active, and Colin participates in after-school activities such as basketball and soccer.

Both mother and son are tech-savvy and enjoy new technologies. They’re an Apple family, and Cecilia has an iPhone, iPad, and MacBook Pro. Colin enjoys playing games on the family’s Wii and iPad, while Cecilia gets most of her infor-mation from online sources. She enjoys making photo books on Shutterfly of their family vacations, and often orders copies for their coffeetable, as well as for Colin’s grandparents.

Cecilia, age 40

Meet: The Espinola Family

Colin, age 7

Target Audience Pain Point:

This target audience struggles to find an affordable, enjoyable, activity for the whole family to do to-gether.

Key Message:

The Newseum is a family-friendly environment that provides interactive and innovative learning for all ages.

Supporting Points:

The Newseum offers a food court with delicious, healthy food choices for the whole family. The food comes from an express café from the renowned celebrity chef, Wolfgang Puck.

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Cecilia is a college-educated working professional who leads a busy life. She is di-vorced and works for Capital One in Tyson’s Corner, and her yearly income is approxi-mately $200,000. The Espinola family lives in suburban North-west D.C., where they own one car and a house.

Residents of D.C./Maryland/Virginia

The exhibits range from a Pulitzer Prize photo gallery to a 4-D time travel adventure to an in-teractive NBC Newsroom to a Berlin Wall exhibit. Many of these exhibits are great interactive ac-tivities in which kids can take part.

From July 1 through September 1, the News-eum’s Summer Fun Deal allows kids up to age 18 to experience the News-eum for free.

The Breuer’s rarely travel internationally, but domestic travel takes up a large part of their extra income. Since Mark works full-time, their trips tend to be dur-ing long weekends, and they travel to places within driving distance.

Mark and Christina are both somewhat active on Facebook, using it to keep in touch with friends and relatives, and post photos of their kids. Jackson has an iPhone, which he uses for texting, Instagram, and Facebook. Christina is the household planner, and uses online tools to plan their vacations. She utilizes resources like TripAdvisor and destination-specific websites.

Jackson, 13

Christina, 43

Mark, 46 Sydney, 10

Target Audience Pain Point:

Trips are often short and time is limited, so families really need to pick and choose what they consider to be the most important activities.

Key Message:

The Newseum is a must-see destination for families visiting D.C. who want an educational, interactive, and unique experience for all ages.

Supporting Points:

The Newseum offers a broad range of exhibits that not only educate children, but also serve as a meaningful memory for parents and grand-parents who witnessed those events.

Meet: The Breuer Family

Mark, age 46 and Christina, age 43

Jackson, age 13

Sydney, 10

Mark & Christina live in Edison, New Jersey with their two children, Jackson and Sydney. Mark is a financial analyst and Christina is a stay- at-home mom who is very involved in her kids’ schools and serves on the PTA. Both parents are col-lege graduates and their yearly household income is $300,000.

Visitors from Outside D.C.

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Families can learn about American history and the First Amendment through newspaper from pages and clippings, photographs, and even a 4-D movie.

Todd and Alex are both college graduates, are history buffs, and enjoy explor-ing D.C. on the weekends with their kids. The parents are passionate about art and culture and aim to get their kids excited about these things too. The Stark-mans love finding fun and educational attractions in the city, and have been to the Newseum before.

The Starkmans are a very technologically savvy family. Each family member has a smartphone and a laptop. Drew and Laura are very active on social media and upload photos of their family trips to their pages. Todd and Alex recently bought an iPad that they love to use at home and on the go. Alex posts Facebook statuses to ask friends about recommendations for family travel.

Target Audience Pain Point:

Families need to be convinced that a repeat trip to the Newseum is worth their money and time. Each Newseum visit offers different, exciting, and educa-tional experiences.

Key Message:

Each visit to the Newseum is filled with different experiences and will keep your family engaged and excited every time you return.

Supporting Points:

The Newseum has continuously rotating exhibits. This summer, the Anchorman and One Nation With News For All exhibits will be on display and are sure to be family favorites.

Meet: The Starkman Family

Todd, age 48 and Alex, age 51

Drew, age 17

Laura, age 13

The Starkman fam-ily lives in Bethesda, Md. Todd works for the government, and Alex was previously a lawyer and is current-ly a stay-at-home dad who does freelance work. He is looking to go back to work soon, as their kids are grow-ing older. Their com-bined yearly salary is $320,000-$400,000. Repeat Visitors to the Newseum

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While the children play the role of anchor in the Interactive Newsroom, the parents can immerse themselves in the 15 ex-pansive exhibit galleries.

The Newseum’s 15 the-aters will keep the whole family entertained; movies rotate in several of the theaters so each experience is unique.

Owned Tactic

Earned Tactic

Paid Tactic

Key:

Inside DMV Audience

Outside DMV Audience

Returning Visitors

#MemoryQuest

Objective:Increase social media engagement among families living in and outside of Washington, D.C.

Highlight the Newseum’s connection to lasting fam-ily memories by leveraging engagement and interac-tion with visitors and prospective visitors.

Strategy:

Tactics:Develop a social media campaign using the hashtag #MemoryQuest, which signifies that families are always on a quest to create lasting memories.

Encourage families to share photos and stories of their lasting family memories using the hashtag #Memory-Quest on Twitter, Facebook, and Instagram.

Use the tagline for the campaign: “Share a newsworthy moment in your family’s history: Join us on #Memo-ryQuest.”

Enter each post in a contest to win free tickets and a guided tour of the Newseum for the whole family, and be featured on all the Newseum’s social channels.

The social media manager for the Newseum will capture photos and stories of families creating lasting memo-ries together at the Newseum and share them using #MemoryQuest.These posts will specifically reference exhibits and experiences at the Newseum.

Tweet twice a day to encourage families to share their photos and stories. In order to reach audiences outside of the Newseum’s followers, sponsored tweets will be used.

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Media Targets

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Dedicated Landing Page

Position the Newseum’s website as family and kid-friendly.

Develop the cartoon characters Jasmine the Journalist and Ricky the Reporter.

Build the dedicated landing page with the url: www.newseum.com/families Include navigation tabs: Buy Tickets, Plan Your Trip, Birthdays, Kids Corner, and Scavenger Hunts.

Build a navigation tab on the main Newseum site that links directly to the family page.

Pitch to family and parent bloggers as well as Washington D.C. publications.

Create paid search placement and develop keywords and terms for SEO.

Tactics:

Objective:

Strategy:Showcase the Newseum as a must-see family desti-nation by highlighting its variety of entertaining and educational activities for multi-generational families.

555 Pennsylvania Ave., N.W., Washington, DC 2001 | 888/NEWSEUM Copyright © Newseum 2014

NEWSEUM families

BUY TICKETS PLAN YOUR TRIP BIRTHDAYS KIDS CORNER SCAVENGER HUNTS

Download the free app for your iPad and iPhone!

NEWSEUM: The Experience

Watch Mission: Five Freedoms now!

Suggested Exhibits

NBC Interactive Newsroom Berlin Wall HP New Media Gallery

Tweets Follow Us

Anchorman: The Exhibit

Hey Cub Reporters! Join Jasmine the Journalist and Ricky the Reporter as they travel through history to get the scoop on a breaking news story at the Newseum!! Will they make their deadline?

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Media Targets

America’s Flashback Friday

Create a cardboard 15’ by 12’ “front page” newspaper with the headline “America Celebrates Another Year of Memories,” with a blank photospace for families to take pictures in front of. Include fun props for people to use, such as historical wigs, hats, and fun sunglasses.

Newseum staff will take photos with a digital camera and allow visitors to email the photos or share them on social media through a digital station inside the atrium. Encourage patrons to visit the Newseum by getting them in the door with free branded water bottles offered in the atrium.

Encourage patrons to use the hashtag #AmericasFlashbackFriday for tweeting and posting about the event on Instagram.

Pitch an embargoed press release of the publicity stunt to key media before July 4th.

Create a sponsored post on Buzzfeed titled “10 Ways to Spend the 4th of July in D.C.” with visiting the Newseum included on the list.

Film the creation of the newspaper to have B-roll footage of the publiticy stunt to send to local news chan-nels covering the story.

Ricky the Reporter and Jasmine the Journalist will be on-hand to interact with kids and encourage families to take their photos in the photospace.

Strategy:

Tactics:

Objective:America’s Flashback Friday will drive foot traffic into the Newseum. This tactic will use surprise to create a memorable experience.

Employ surprise and entertainment to get people to engage with the Newseum and generate organic social media buzz.

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America Celebrates Another Year of Memoriesthenewsgazette.com $3.99

The News Gazette SUNNY-HIGH 86, LOW 82: DETAILS B10 FRIDAY, JULY 4, 2014

By Jasmine the JournalistAmerican families from all across the nation have gathered in Washington, D.C., to celebrate another year of wonderful memories. Visitors have been seen enjoying the fireworks, visiting the monuments, and learning at the Newseum. “I’m having a great time spending time with my son and sharing stories with him about our nation’s history and my first trip to DC,” said Cristina Mahoney, from Richmond, Virginia. Other tourists echoed Ms. Mahoney’s sentiments Please see “Memories” on B4

Hometown Hero Hits HomerunBy Ricky the Reporter

Hometown favorite Austin Muniz wowed the crowd at the big baseball game last night when his homerun helped the Panthers to win against the Dolphins 7-3. The victorious Panthers will now head to the league finals and face their major competition: the Lions. The league finals will be held at the end of August. The winner of Please see “Home-run” on C8

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Media Targets

Timeline Budget

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Evaluation

Dedicated Landing Page (newseum.com/families): We will measure the web traffic for the dedi-cated landing page and evaluate the number of visitors, page views, and visit duration on the page. These numbers can then be compared month over month. In addition, we will assess how visitors are reaching the landing page, whether it’s via a search engine, social media channel, or the News-eum website. The evaluation will also include tracking overall media coverage for the page.

#MemoryQuest: By using social media analytics, we will track the use of #MemoryQuest on Facebook, Twitter, and Instagram. We will look at the number of clicks, responses, and the audience reach of the social media posts. It is also important to measure overall audience engagement and the content of the social media posts using this hashtag. Additionally, we will monitor media coverage for the social media campaign.

America’s Flashback Friday: We will monitor the number of media impressions of #Americas-FlashbackFriday. The coverage will also be organized by print, broadcast, and online media outlets, in addition to analyzing the quality of the media coverage received for the event. We will measure the social media activity for #AmericasFlashbackFriday. The evaluation will also include the total ticket sales for July 4.

District PR