Founding of CAF

        Glessner House




                  Santa Fe Building
Architecture River Cruise

   Voted Chicago’s #1 Architecture
   Tour




                                     200,000 peo...
Tours




        HAPPY HOUR
        TOURS
Programs, Exhibitions, Education, Events




                                            Chicago Model City exhibition

Aw...
Docents




More than 450 docents volunteer
their time to lead CAF’s 85 tours
Our audience…
Research study showed…


 Opportunity audience
 25-44 years old
 Cultural events
 Architecture & design
 Chicago history &...
Beyond the River Cruise…

 LOVE the River Cruise…




                 I
             CAF River Cruise



                ...
Connecting


Opportunity audience
Tech-savvy
Using social media to connect with others
Taking it mobile
CAF’s social media

         Twitter:
         @chiarchitecture
     • Strong interest in CAF
     • Research study was ri...
Bridging the gap



Converting our strong online audience into a participating audience
Parameters



Audience
• Catchy, fun, interesting

• Easy to participate online & in real life
• Genuine, personal, down-t...
Parameters




CAF
• Low or no cost

• Manageable just by me
• Keep CAF “as is”
Goals



• Increase awareness & participation online & in real life
• Position CAF as a leader in social media marketing
•...
Around Chicago in 85 Tours



 Take all of CAF’s 85 tours within
 one year




 Document the challenge online:
Around Chicago in 85 Tours Blog


 www.85tours.com
All 85 tours…
                  Alta Vista Terrace                                Graceland Cemetery
               Archit...
…continued…

                Marquette Building                   Riverfront Walk II: Fork of the River
                 M...
Around Chicago in 85 Tours
Benefits for CAF

 Get to know CAF audience & opportunity audience
 Introduce opportunity audience to CAF
 Grassroots f...
Media



  Increased awareness of the
  Chicago Architecture
  Foundation
Why would I do this to myself?


 Learn about tours & audience

 Connect with tour-goers & docents
 Experience…professi...
Impact on Social Media




                                 39%
            @chiarchitecture



                          ...
Impact on membership




  New membership up an
  average of 11% per month
Impact on tours

    Highlights by Bus tour: 9.5%
        Historic Treasures: 15%
         Green Inside Out: 24%


 Neighb...
What I’ve learned…


              People are listening




       They also want to be heard
Word of mouth on steroids


     Testimonials

       Referrals

     “Tweetups”
Recent tweets…
                                               “@chiarchitecture Went on your bus
“My pics from Chicago Arc...
Need to be flexible




                      CAF TweetUp Tour
                      Uptown
                      Saturday...
Get a team involved



Time and dedication
Common sense
Interest in social media




                           Participat...
What’s next for me?


The Around Chicago in 85 Tours
Challenge continues…
What’s next for you?

Follow!
www.85tours.com
@chiarchitecture
www.facebook.com/chicagoarchitecture
www.architecture.org
Jennifer Lucente
jlucente@architecture.org
Chicago Architecture Foundation - Around Chicago in 85 Tours by Jennifer Lucente
Chicago Architecture Foundation - Around Chicago in 85 Tours by Jennifer Lucente
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Chicago Architecture Foundation - Around Chicago in 85 Tours by Jennifer Lucente

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Chicago Architecture Foundation - Around Chicago in 85 Tours by Jennifer Lucente

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  • Nice Presentation!! Chicago Architectural Boat Tour was so much fun to see these amazing buildings and enjoy a night out on the lake.
    http://www.windycitychicago.net/chicago-architectural-boat-tour-a-guide.html
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Chicago Architecture Foundation - Around Chicago in 85 Tours by Jennifer Lucente

  1. 1. Founding of CAF Glessner House Santa Fe Building
  2. 2. Architecture River Cruise Voted Chicago’s #1 Architecture Tour 200,000 people take CAF’s River Cruise every year
  3. 3. Tours HAPPY HOUR TOURS
  4. 4. Programs, Exhibitions, Education, Events Chicago Model City exhibition Award-winning K-12 textbooks & curriculum Programs and lectures Special events
  5. 5. Docents More than 450 docents volunteer their time to lead CAF’s 85 tours
  6. 6. Our audience…
  7. 7. Research study showed… Opportunity audience 25-44 years old Cultural events Architecture & design Chicago history & future
  8. 8. Beyond the River Cruise… LOVE the River Cruise… I CAF River Cruise …but weren’t connecting with the rest of CAF
  9. 9. Connecting Opportunity audience Tech-savvy Using social media to connect with others Taking it mobile
  10. 10. CAF’s social media Twitter: @chiarchitecture • Strong interest in CAF • Research study was right • No corporate voice Facebook: facebook.com/chicagoarchitecture
  11. 11. Bridging the gap Converting our strong online audience into a participating audience
  12. 12. Parameters Audience • Catchy, fun, interesting • Easy to participate online & in real life • Genuine, personal, down-to-earth
  13. 13. Parameters CAF • Low or no cost • Manageable just by me • Keep CAF “as is”
  14. 14. Goals • Increase awareness & participation online & in real life • Position CAF as a leader in social media marketing • Create network of online brand ambassadors • Bring in revenue
  15. 15. Around Chicago in 85 Tours Take all of CAF’s 85 tours within one year Document the challenge online:
  16. 16. Around Chicago in 85 Tours Blog www.85tours.com
  17. 17. All 85 tours… Alta Vista Terrace Graceland Cemetery Architecture River Cruise Graceland: A Second Look Beverly: Elegance on the Ridge 1 Green Inside Out Beverly: Elegance on the Ridge 2 Highland Park Walk Bike the Lakefront Highlights by Bus: Robie House Bridgeport Historic Downtown (north): Treasures Bungalow Belt By Bus (North Route) Historic Downtown (south): Rise of the Skyscraper Bungalow Belt By Bus (South Route) Hyde Park Chicago Board of Trade Jackson Boulevard Chicago Old and New: Intersections Jenney, “Father of the Skyscraper,” and His Legacy Churches by Bus John Hancock Building Daniel Burnham: Architect, Planner, Leader Kenilworth - North Route Devil in the White City Companion Bus Tour Kenilworth - South Route Downtown Deco Kenwood Emerging Chicago Lake Forest Cemetery Evanston Along the Lake LaSalle Street Towers of Finance Farnsworth House Lights, Camera, Architecture! Fine Arts Building Lincoln Park Zoo: the Architecture Frank Lloyd Wright by Bus Logan Square Frank Lloyd Wright in Oak Park Loop Tour Train Frank Lloyd Wright Neighborhoods by Bus-Saturdays Louis Sullivan: Lost & Found Gold Coast: Astor Street Macy’s on State Street Gold Coast: Dearborn Street Magnificent Mile
  18. 18. …continued… Marquette Building Riverfront Walk II: Fork of the River Merchandise Mart Rookery Michigan Avenue: Chicago's Landmark Streetwall Rosehill Cemetery Mies & Modernism: The IIT Campus Tour Rosehill Mausoleum Millennium Park Revealed Santa Fe Building Sculpture in Lincoln Park Modern Skyscrapers Sculpture in the Loop Modern Wing - Art Institute of Chicago Seats of Power: City, County and State Monadnock Building Segway on the Lakefront Oak Woods Cemetery Sheffield Historic District Old Town Triangle Sullivan Center (Carson Pirie Scott) Palmer House Hotel Tour Tiffany Treasures in Chicago Parks & Blvds By Bus: Grant & the South Parks Uptown Parks & Blvds By Bus: Lincoln & the West Parks White City Revisited Preserving Chicago's Landmarks Wicker Park Printers Row Willis Tower and Its Next-Door Neighbor Reliance Building (Hotel Burnham) Women of Influence - Graceland Cemetery River North Riverfront Walk I-Main Branch
  19. 19. Around Chicago in 85 Tours
  20. 20. Benefits for CAF  Get to know CAF audience & opportunity audience  Introduce opportunity audience to CAF  Grassroots feel…global reach  Increase CAF docent morale  Library of content
  21. 21. Media Increased awareness of the Chicago Architecture Foundation
  22. 22. Why would I do this to myself?  Learn about tours & audience  Connect with tour-goers & docents  Experience…professional & personal  It’s fun…and I love to challenge myself
  23. 23. Impact on Social Media 39% @chiarchitecture 95% facebook.com/chicagoarchitecture **As of 6/16/2010
  24. 24. Impact on membership New membership up an average of 11% per month
  25. 25. Impact on tours Highlights by Bus tour: 9.5% Historic Treasures: 15% Green Inside Out: 24% Neighborhood Tours: 190%
  26. 26. What I’ve learned… People are listening They also want to be heard
  27. 27. Word of mouth on steroids Testimonials Referrals “Tweetups”
  28. 28. Recent tweets… “@chiarchitecture Went on your bus “My pics from Chicago Architecture and boat tours.The docents were Foundation's "Devil in the White City" terrific. What an incredible city this is!” Tour. Highly recommended! http://ow.ly/1Jo3A” “I absolutely loved the architecture tour I took with “I love Chicago! Currently enjoying the the Chicago Architecture exhibits @ the Chicago Architecture Foundation. I learned a ton Foundation with the bestest husband & dad” about the city!” “I can vouch for the fact that your guides are terrific. Our “Love giving my time to @chiarchitecture Highlights guide managed because they have done so much for me! her way around a parade and Newhouse 08, 07 & 06” the POTUS” “Took the downtown “went on the chicago architecture foundation's boat deco tour today. tour this morning. so good! every chicagoan should go Thanks for another and learn about this beautiful city” great tour, @chiarchitecture”.
  29. 29. Need to be flexible CAF TweetUp Tour Uptown Saturday, July 10th www.architecture.org/uptown
  30. 30. Get a team involved Time and dedication Common sense Interest in social media Participate in the conversation Stay current Connect with followers
  31. 31. What’s next for me? The Around Chicago in 85 Tours Challenge continues…
  32. 32. What’s next for you? Follow! www.85tours.com @chiarchitecture www.facebook.com/chicagoarchitecture www.architecture.org
  33. 33. Jennifer Lucente jlucente@architecture.org
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