northeast georgia history center
TRANSCRIPT
Big Solutions for Small Museums
Small Scale Marketing for BIG Results
Hillary HardwickVice President Marketing CommunicationsAtlanta History Center | Margaret Mitchell House
Take Aways aGoalsndID Marketing Plans, Opportunities and Goals That Are
AffordableRealisticEfficientTargetedIntegratedMeasurableEffective
Strategic Marketing Planning: The Basics
1. Mission
2. Define Product
3. Situational Analysis (S.W.O.T.)
4. Marketing Objectives
5. Audience Segmentation
6. Support, Sponsors, Media, Partners
7. Integrated Marketing Components
8. Evaluation
Audience Segmentation:Do You Know Your Audience?
Where can you start?Start with existing audience.
Visitors, members, email subscribers, facebook fans, sponsors, local, regional, families, adults, volunteers
Find Out As Much As You Can About These Current Groups.
Demographics, zip codes, age, education, members of other organizations, interests, preferred method of communication, social networks they use most, where they go to find local events, etc.
Audience Segmentation:How Do You Continue to Know, and
Grow, Your Audience?
Look at information you already have in existing database. (If you don’t have a database, start one immediately.)
What is the most basic information I could get by on?Demographics, zip codes, email address
How Do I Get This Info?Surveys, Public Audience Research
Data, PRIZM, Admissions Staff, Enter to Win, provide subscriber based e-newsletter
Audience Segmentation: How Do You Continue to Grow Your Core
Audience?Continue to survey (methodical, benchmarking purposes)
TOOL TIP: Zoomerang.comAverage non-profit rate: $150, give or takeSend surveys via email, web, twitter,
facebookCompiles survey results for review
Use demographic information to select publications for stories and/or ad campaigns
Match demographics for niche partners and festivalsSpeaker Bureau Initiatives Sponsorships and PartnersData Capture: Enter to Win; Admissions; Online Subscribe
Sponsors and Media PartnersMarketing support elements for sponsors and media partners:
1. Knowing your organization’s audience. They want to know who they could be reaching.
2. Show them how you will reach your audience, and how great your reach will be.
3. Providing opportunity for exposure of their brand to your organization’s visitors, members, board, and the community.
4. Offering your product as a value added opportunity to their
employees/audiences.
Integrated Marketing:Public Relations
Medialocal, regional; niche media (i.e. civil war pubs); business news publications; airline publications; tourism and attraction partners via magazines, social media, web and eblasts; group tour operators; online travel sites.
Basic ToolsPress kits (releases, fact sheets, public service annoucements, long range calendar, list of media experts/topics/resources)
Distribution Atlanta DaybookCalendar listingsBuild Your Own Media DatabaseGoogle (Facebook pages, twitter, blogs, websites)
Measuring/TrackingGoogle Alerts (www.google.com/alerts)Clipping Services (Vocus, Meltwater, Cision)Editorial Reports (publication, article, circulation, reporter)
Google Alert Example• From: Google Alerts <[email protected]>
Subject: Google Alert - "atlanta history center"
• News 4 new results for "atlanta history center" More than 'lost' manuscript revealed in 'GWTW' exhibitAccess AtlantaBy Howard Pousner Jason Getz, [email protected] A lost "Gone With the Wind" manuscript is the focus of an exhibit opening June 4 at the Atlanta History Center. ...Book evokes strong feelingsAccess AtlantaGordon Jones, the senior military historian with the Atlanta History Center, calls the book the dominant example of a particular view of the Civil War era ...More than 'lost' manuscript revealed in 'GWTW' exhibitAccess AtlantaOn Saturday, the Atlanta History Center will open "Atlanta's Book: The Lost 'Gone With the Wind' Manuscript," an exhibit built around the lost chapters, ...Remembering Margaret MitchellAtlanta IntownThe Atlanta History Center is hosting the exhibition Atlanta's Book: The Lost Gone With the Wind Manuscript from June 4 to Sept. 5. ...
MEDIA OUTLET CIRC. DATE BYLINE WHERE GENERATED/NOTESAAA Going PlacesThe southern edition of AAA Going Places is a full-color, glossy magazine distributed to members of the AAA Auto Club South, the collection of AAA affiliates in Florida, Georgia, Alabama and Tennessee. The magazine covers worldwide travel, but also features regional features.
2,466,217 March-April 2002 Staff Reports Result of Proactive Pitching.Included in “What’s Happening” section.
AccessAtlanta.comProvides coverage of local and national news, movie showtimes and reviews, weather and local traffic information.
N/A March – August 2002
Staff Reports Result of Proactive Pitching.Exhibition review.
AirTran ArrivalsAirTran Arrivals is a bimonthly in-flight magazine. Coverage includes travel, tourism and lifestyle.
50,000 April 2002 Mike Kerley, Editor Result of Proactive Pitching.Paragraph on exhibition in “It’s Out There” section. Includes photo of Side Chair.
AJC.comOnline coverage of Atlanta and surrounding area.
N/A March 2, 2002 Alma Hill, Staff Writer,
Result of Proactive Pitching.Feature story on exhibition. Includes quotes from Colonial Williamsburg’s Ron Hurst and Curator Rebecca Moore
AJC.comOnline coverage of Atlanta and surrounding area.
N/A March 14, 2002 Alma Hill, Staff Writer
Result of Proactive Pitching.Story on exhibition with program details.
Editorial Report Example
Integrated Marketing:Promotional Materials
On-SitePosters, bannersTake away fliersCalendar of eventsEnter to Win (data capture)
Off-SiteDirect mail list (postcards, newsletters)Posters, fliers (coupon/tracking)Emails, PDFs for distribution by community and special interest groups (coupons/special offer)
Integrated Marketing:Advertising
Budget (Play the non-profit card, get better rates)
Match demo of pub to demo of your audience
Tracking mechanism
Consistency
Ad trades
Media Partners
Integrated Marketing:Community Initiatives
Hotels Promo emails to concierge emailbulk/discount ticketingwebsite promotions
Grassroots/PartnershipsColleges (greek community, departments, alumni groups)LibrariesBoys/Girls ClubChamber of CommerceGroup Outings/Discounts: MomsLikeMe.com
Integrated Marketing:Community Initiatives
Welcome and visitor centers (11) and CVBs (23)Press release/kitDiscounted fliers/brochures(with coupon!)EmailsPostersOn-site promotion (give aways)
Cross Promotions w/ InstitutionsSpeakers Bureau
Festivals/Community Events (sponsor, partner) interactive, peek at what visitors can expect at full visit, fliers, discounts, enter to win (data
capture)
Integrated Marketing:Website
Benchmark. Install Google Analytics and begin tracking!
Measures not just visits, but key metrics:Why visitors come to websiteWhat are they doingHow long are they stayingIs your site easy to navigateShare/subscribe
Landing Pages easily provide visitor what they are looking to find and ‘watch’ where they go from there.
Graduate to sharing tools, search engine optimizationInclude social media icons prominently displayedEmail sign up opportunity prominently displayed
Integrated Marketing:E-Marketing
Strongest type of marketing
Regular schedule
Easy to subscribe and share
Keep it legal – no sharing, opt in and opt out only
Visual – tease them to click through link for more information
then you can start to see what your audience is
most interested in
Tell them where else they can connect with you – social media
Special Offers – added or exclusive value for signing up
Integrated Marketing:E-Marketing
Distribution and Measuring Tools
Constant Contact (www.ConstantContact.com)
Easy to Create (sharing and social media tools, templates)
Grow lists (manage opt outs)
Track and Report
Open rates – not reliable
Clickthroughs – reliable measure of not just reach, but engagement
Forward and Share rates – engagement and advocacy
Benchmarking
Integrated Marketing: Social Media
Twitterreach new audience not coming to onsite or onlinebest for previewing event and real time tweetsuse to share new video or blog post
TOOL TIP: Great online tools – just google “Twitter 101” Two tracking, scheduling sites: Tweetdeck, HootSuite
FourSquare member check in tool user generated tipsoffer discount to check intrackable
TOOL TIP: aboutfoursquare.com
Integrated Marketing:Social Media
Facebook Demographic
Shifted gradually but quickly from 18-25, to 35+, to 55+Less formal, have a bit of funEventsDiscount offers (facebook fan drive)Facebook advertising ($50/week; pay per click)Facebook DealEncourage fan participation, make it interactiveTracking
Weekly Page Report EmailsTells you number of active users, how
many people ‘like’ things, number of wall post, and visits compared to last week.
Integrated Marketing:Social Media
BlogsGood to use for festivals, exhibitions, programs, collection highlightsBuild excitementFirst personHighly visualMap Out a Plan
ContentHow often postWho is responsible for blog?
Multiple perspectives (staff, guest, curator, lecturer)Less formal
TOOL TIPS: Blogger.comWordPress.comBlogspot.comTumblr.com
Integrated Marketing:Social Media
YouTubeMake Your Own ChannelContent:
Previews,Behind the scenesCurator InterviewsProgram Promotion
Embed videos on websiteTracking
Number of views
TIP: Target the top channels your patrons use (survey,
tracking)Use same content across multiple channels YouTube video, embed on website, stills to blog,
tease to FB, tweet when uploaded, use in email marketing and track clicks.
TOOL TIPS:• Google Analytics: www.google.com/analytics• Hootsuite: http://hootsuite.com• GoTwtr: www.gotwitr.com• TweetDeck: www.tweetdeck.com• Constant Contact: www.constantcontact.com• Google Alerts: www.google/alerts• PRIZM: www.claritas.com/MyBestSegments• Zoomerang: www.zoomerang.com• Reach Advisors: Facebook Page• Nonprofit Marketing Guide: Facebook Page
