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Dickson Mounds Museum PR Campaign

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by

Emily Smith

on 7 May 2014

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Transcript of Dickson Mounds Museum PR Campaign

Communication Messages
Identifying
Publics
DATE: May 6,2014
JACE Consulting
Situation Analysis
Key Publics
Higher education students, professors, and administrators
Preparatory educators
Anthropologically inclined generations
Media Campaign
Outreach Campaigns
Media campaign
Social Media
Increase and manage online presence
Branded market museum identity
Schedule
Social Media
Planning starts June 1,2014
Effective Sept. 1, 2014
Update twice a week
Outreach Campaigns
Internships/ Volunteering
Gain support from local higher education community
Provide hands-on training and experiences for local students
Expand community involvement
Fundraisers
Increase community participation
Increase membership
Identify base demographics
Establish and preserve financial stability
Schedule
Internships:Effective Spring 2015 Semester
Volunteering:Effective Immediately
Fundraisers:
Monthly:Effective August 2014
Quarterly: Effective September 2014
Yearly: Effective October 2015
Campaigns/ Tactics
Media Campaign
Social Media
Outreach Campaigns
Internships/Volunteering
Fundraisers
Budget
Social Media & Website
No cost
Budget
Internships/Volunteering
No cost
Fundraisers
Monthly
35 guests at $5 each = $2,100
Quarterly
50 guests at $15 each = $3,000
Yearly
75 guests at $25 each = $1,875
Results
Measuring
Calculate cost
Analyze social media feedback
ex. retweets, shares, views, etc.
Analyze number of visitors present at each event and the fluctuation of those numbers

Evaluating
Use Social Media metrics to plan future media strategies
Use these results from the events to help with future planning
Monitoring
Social Media counts 'views', 'likes', and 're-tweets'
Internships/Volunteering count applications and number of volunteers
Fundraisers have sign in sheets at each event
SUMMARY
RESULTS
Measured through verbal feedback and total presence of visitors
SOLVED PROBLEMS
More interaction with area students of all stages
Increase community knowledge of the Illinois River Valley area
Increase attendance at the Museum
REMAINING PROBLEMS
Verbal feedback may be inaccurate
Social Media feedback such as 'views' may be the same person viewing multiple times
Thank you!!
Do you have any questions?
Goals
Our goal is to increase attendance at the museum. Even though it is a small organization, we want everyone to know they are welcome.
Strategies
Our strategy is to use various activities hosted by the Museum, so that visitors can learn more about the history of the Illinois River Valley.
Objectives
Our objective is to improve the image of Dickson Mounds Museum to one that attracts visitors and schools, and educates the community.
Goals and Objectives and Strategies
Executive Summary

Dickson Mounds Museum PR Campaign
External Environment
Learn about the Native Americans from the Illinois River Valley through various activities, displays, and programs
Works with various local organizations and corporations to sustain itself and support the community
Has experienced dwindling numbers of visitors since its re-opening in 1994
Internal Environment
Hosts a number of unique and fun events to offer great opportunities to people of all ages and various interests
Hosts school groups from around the region
Media Used
Internships/Volunteering
Work with additional schools
Open other fields of interest
Offer a 'Corporate Day'
Monthly
Facebook
Twitter
YouTube
Instagram
Website
Logo
Proposed Branding
"More Than Just Bones"
Hashtags
#morethanjustbones
#notjustbones
#DicksonMounds
#DMM
Quarterly
Yearly
Coffee at DMM
$5 entry fee
Feature Segment: 'What's new at the museum'
Coffee and light breakfast
Cocktails and h'orderves
$25 entry fee
Featured Speaker with Q&A session
Does not have to be at DMM
Formal Dinner
$50 entry fee
Features:
Keynote Speaker
Silent Auction
Proposed Logo
Attracting more visitors to Dickson Mounds Museum
Main Focus - To promote the idea that the museum is 'More Than Just Bones'
Focus on more positive aspects of Dickson Mounds Museum
Full transcript