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    This document outlines a marketing plan for The White Home, a historic site in Rock Hill, South Carolina. The plan aims to increase event attendance by 25%, site visitation by 15%, and membership by 10% while decreasing maintenance costs by 10%. Strategies include hosting at least 20 events in 2016, integrating with third party events, and increasing membership levels and benefits. The marketing approach focuses on social media, events, and positioning The White Home as an inviting community destination that invests in local history for generations. The budget, calendar, creative assets, and evaluation methods are also presented, with recommendations to follow.

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    This document outlines a marketing plan for The White Home, a historic site in Rock Hill, South Carolina. The plan aims to increase event attendance by 25%, site visitation by 15%, and membership by 10% while decreasing maintenance costs by 10%. Strategies include hosting at least 20 events in 2016, integrating with third party events, and increasing membership levels and benefits. The marketing approach focuses on social media, events, and positioning The White Home as an inviting community destination that invests in local history for generations. The budget, calendar, creative assets, and evaluation methods are also presented, with recommendations to follow.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    40 views33 pages

    Whitehomepres 1

    Uploaded by

    api-297866581
    This document outlines a marketing plan for The White Home, a historic site in Rock Hill, South Carolina. The plan aims to increase event attendance by 25%, site visitation by 15%, and membership by 10% while decreasing maintenance costs by 10%. Strategies include hosting at least 20 events in 2016, integrating with third party events, and increasing membership levels and benefits. The marketing approach focuses on social media, events, and positioning The White Home as an inviting community destination that invests in local history for generations. The budget, calendar, creative assets, and evaluation methods are also presented, with recommendations to follow.

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    © All Rights Reserved
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    of 33

    Your home.

    Your history.
    THE WHITE HOME
    Katie Samuels. Cara Morgan.
    Faith Cook. Patrick Nelson.

    Agenda

    Research

    Strategy

    Execution

    Deliverables

    Recommendations

    Marketing Objectives

    Increase event attendance by 25%

    Increase visitation to the White Home by 15%

    Increase membership by 10%

    Decrease the cost of maintaining the White Home by 10%

    Situational Summary

    Searching for a niche

    Need for increased foot traffic

    Seeking to gain and maintain membership

    Competitive Analysis
    Main Competition:

    Historic Preservation Competitors:

    Historic Brattonsville

    Historic Salisbury Foundation Inc. $251,000

    The Culture & Heritage Museums $87,000

    The Belmont Historical Society $200,000

    Arts Council of York County $639,000

    Charlotte Regional History Consortium $59,000

    The Latta Plantation $385,000

    Charlottes Genealogical and


    Historical Society $93,000
    The Lancaster Historical
    Society $200,000

    Literature Review

    Secondary research

    Cluster Based Method

    Storyscaping

    Economic Sustainability

    SWOT Analysis

    Ethnography

    Old Town: Amelies, Fountain Park, Freedom Center, 1st Presbyterian, Remedy

    Time: 6 hours, 10:00am-12:00pm

    Observations: Race, Groups/Individual, Vehicles

    Conclusions:

    Middle to Upper Middle Class

    Leisure

    Exercise

    Religious

    Psychographics

    Psychographics

    Demographics

    Insights

    IMC Strategy

    Main Tactic: Events and Event Planning

    Goals: Host at least 20 events in 2016

    Integrate themselves with third party events

    Event Schedule

    Social Media Schedule

    Increase Membership

    4 Ps of Marketing

    Membership

    $25/Yr - Personal Invites to Events

    $50/Yr - 50% off certain events

    $150/Yr - Brick

    $250/Yr -2 Free Events & members only events

    $500/Yr -Free to all events,

    $1000/Yr - Overnight Stay in White Home for Authentic


    Live Like The White Family Party.

    Creative Brief

    Why are we doing this campaign?

    creating a lasting connection

    attendance, visits,
    memberships, space rentals

    Who is our Target Audience(s)?

    Educated, middle to upper middle


    class Rock Hill residents between
    the ages of 18-55

    What is the key consumer insight?

    Adventurous, entertainment
    seekers with disposable income

    Creative Brief (cont.)

    The main product related proposition

    interactive, welcoming destination

    investment lasts for generations

    The core brand positioning

    inviting, earnest, ideal place


    Personality and Tone

    Elegant, sophisticated, down-to-earth

    engaging, encouraging, inviting


    Mandatories

    Logo

    Tagline: Your Home. Your History.

    Advertising Strategy

    Market Positioning

    Product Differentiation

    Life Cycle

    Low Think, High Feel Involvement

    Budget

    Event Calendar

    FLYERS

    Social Media

    Social Media Calendar

    Social Media

    Social Media

    Social Media

    #Hashtags

    #MyWhiteHome

    #YourHomeYourHistory

    #HistoricRockHill

    Evaluation Methods

    Event attendance

    Visitors attendance

    Membership

    Creative Changes

    Fonts

    Colors

    Recommendations

    Questions?

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