3. 2
Gabrielle Dougherty: AE
Sophomore
Media Communications Major
Spanish Minor
gdougherty589@g.rwu.edu
Gabriela DiNobile: AAE
Sophomore
Media Communications Major
Spanish Minor
gdinobile989@g.rwu.edu
Contacts and Titles
Carina de Lemos
Junior
Media Communications Major
cdelemos226@g.rwu.edu
Megan Daversa
Junior
Media Communications Major
Marketing Minor
mdaversa170@g.rwu.edu
Alyssa Kornfeld
Senior
Media Communications Major
English Minor
akornfeld214@g.rwu.edu
Alexandra Aloi
Junior
Media Communications Major
Graphic Design Minor
Psychology Minor
aaloi014@g.rwu.edu
4. Executive Summary
The following is a public relations plan created by The Movement PR (TMPR) for the
Herreshoff Marine Museum in Bristol, Rhode Island. The goal of TMPR is to increase positive
perception of the Herreshoff Museum. Research was conducted through interviews and focus
groups to get a deeper understanding of our target publics: families of the East Bay Community
(Bristol, Warren, Barrington, Portsmouth, Tiverton, Little Compton, East Providence, Newport,
Jamestown, Middletown) and Roger Williams University Students. The objectives are as
follows:
1. Generate positive attitudes of the Herreshoff Museum within 250 families in the East
Bay Community by July 2016,
2. To create involvement between the Herreshoff Museum within 100 families in the East
Bay Community by July 2016.
3. Increase awareness of the Herreshoff Museum within 4,000 Roger Williams University
students by July 2016.
4. To create involvement between the Herreshoff Museum within 500 Roger Williams
University students by July 2016.
Strategies to achieve these objectives will include media outreach, collateral material
dissemination, and special events.
With a budget of $5,000, expenses will amount to $4,873.43, leaving a total of $126.57
for unforeseen circumstances. Execution of the plan will begin January 2016 and continue
through August 2016.
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5. Client Research
The Herreshoff Museum is a historical destination that is dedicated to not only
preserving the legacy of the Herreshoff brothers, but also expressing the intuitive ideas they
brought forth in business, design, engineering, sailing, and architecture. The museum itself is
one of the most valuable, historical landmarks in Bristol, Rhode Island, which goes all the way
back to 1971 when A. Sidney DeWolf Herreshoff and Rebecca Chase Herreshoff founded the
marine museum. Their initial goal was to maintain and bolster the many accomplishments of
the family’s manufacturing company. Today, it has become an area that encircles a large
museum facility, the old family base, six former company buildings and a large portion of the
company’s waterfront.
The Herreshoff Museum has much to offer that many individuals are not aware of. In
addition to providing history and insight on sailboats and the America’s Cup, the museum holds
various events and activities. The museum regularly hosts classic yacht regattas, weddings,
galas, and more. They also operate an outstanding sailing school where people of all ages can
learn to sail along Bristol’s waterfront.
Historically, the Herreshoff Museum has contributed to the designs of many important
vessels throughout time, including as Rhode Island’s earliest boats: Sprite and the Reliance.
The first U.S. Navy torpedo boats from the 1980s were also designed and built by the
Herreshoff’s. They have also successively constructed eight defenders of the America’s cup
from 1893 to 1934, which happens to be the Museum’s most legendary accomplishment.
Despite the positive media on the Herreshoff Marine Museum, there are still
misconceptions about what the museum can provide to visitors. The museum needs to target
new publics, along with new strategies and tactics to fulfill objectives.
4
6. Primary Research
For our research brief, our ultimate goal is to determine how raising awareness, attitudes and
behaviors towards the Herreshoff Museum can lead to an increase in perception and interaction
between the public and the museum. This required extensive research, for which we decided to
use the following two methods: interviews and focus groups. As we collected our data, we
began to piece together the information we gained from our publics and put it towards our
objectives for this project.
Method 1: Interviews
Each group member sought out five-to-six people, for a total of 32, within the Bristol,
Rhode Island area and asked them ten questions during the first week of October, 2015. The
interviews were held face-to-face in order to achieve the most effective communication and
ensure information (sent and received) was not misconstrued. The interviewees consisted of
local residents, both male and female, that ranged in age from around 20-48 years old.
Question 1: What do you do on your free time outside of work/school?
Out of all the interviewees, the highest percentage were
interested in sports (47%). The feedback we received gave us
insight on what other outdoor activities were the most
appealing to the residents of the East Bay community. The
interviewees gave details on how they were interested in
outdoor activities, such as working out, sports, gardening
and fishing. Other common activities that were mentioned
included dining at restaurants in Bristol, specifically on the
water, and shopping. Out of 32 interviewees, 47% engage in
sports activity, 25% engage in fishing activity, 16% engage
in fitness activity, and 12% engage in gardening activity.
5
7. We asked this question to determine what our publics are interested in, and what daily
activities they mostly participate in. By getting the general interests, we can begin to
understand how the qualities of the Herreshoff Museum can be incorporated into the Bristol
community. We can determine how to position the museum as a designated place for these
types of group events.
Question 2: What is your favorite aspect of Bristol?
Interviewees explained the tight knit community, small town feel, geography and
beauty to be the most favorable parts of Bristol. They appreciate the opportunity to live closely
to the waterfront in a town with a deeply rooted history of patriotism throughout all seasons.
Throughout the interview process, all interviewees (32) stated that Bristol’s geography is one of
the most favored aspects of the community. Our publics “enjoy that the Bristol area is close to
the water and beach.” This information gives the Herreshoff Museum an advantage for future
promotion, knowing that we can draw on the geographical qualities of the museum’s location
that match with the interviewees’ responses.
Question 3: Where do you find there to be the most history in Bristol?
Our responses showed that destinations such as The Rogers Free Library, King Philip's
Seat, the Blithewold Mansion, the DeWolf Tavern, Colt State Park, and Bristol’s Annual Fourth
of July Celebration exhibited the most history in Bristol.
Map showing the Herreshoff
Museum’s proximity to Bristol
Historical spots and Roger
Williams University.
6
8. These landmarks are in the same proximity to the Bristol Community as
the Herreshoff Museum is, yet they are receiving more exposure. The Herreshoff Museum has
equal historical value as these landmarks and should be receiving comparable recognition. It is
beneficial to know that people are looking to downtown Bristol for history. There is an
opportunity to expand the target public’s knowledge about the Herreshoff Museum from the
responses we received.
Question 4: Being that Bristol is located by the water, what nautical activities, if any,
interest you?
The most popular responses included boating, sailing, kayaking and going to the beach.
These responses came up with over half of those whom we interviewed. All interviewees
mentioned, or had some interest in, water activities. This is an important element for this
project because a large portion of the Herreshoff Museum revolves around events and activities
that take place near the water. As these people already take interest in many of the aspects the
Herreshoff provides, it will be to show them how the museum can be incorporated into their
routine activities. This also helps us picture what the public is most likely to expect when it
comes to the Herreshoff museum and will lead to a higher interest from the community.
Question 5: How involved are you in the Bristol community?
We found that identifying people's involvement is necessary in order to gain their
perspective on willingness to continue to be a part of the community. Through many
interviews, findings showed that 28% of individuals
were involved with the community through local
employment, 38% gave back to the community through
volunteer work, and 34% stated no involvement at all.
Community volunteer work that 38% of the subjects
engaged in included: participation in local clean up such
as Save the Bay, volunteer work at Bristol soup kitchens
and helping at local food pantries. In addition to this, the
28% who were involved through employment worked at
7
9. locations such as Roger Williams University and local restaurants in Bristol. On the other end
of the spectrum, the 34% who had little involvement in the Bristol Community shows that there
is still a target public that needs to be reached and persuaded to partake in what the museum
offers.
The Herreshoff Museum can serve as an alternative option for community involvement
in Bristol. Subjects who had little involvement stated that they were “not very involved but
would like to be and were not aware of the possibilities.” Understanding community
involvement is essential for the success of reinventing Herreshoff’s image because creating
ways to gain community interest will draw more attention to the museum. This information
leaves room to create new objectives and volunteer opportunities for future events to be held at
the Herreshoff Museum.
Question 6: What do you know about the America’s cup sailing competition?
A total 19 out of 32 interviewees
(59%) were unaware of the America’s Cup
sailing competition. One interviewee in
particular was familiar with the event
stating, “I can send you a 20 page history
paper I wrote in high school on the
America’s cup. It’s the oldest trophy in
competitive sports. It’s a match race,
meaning that it’s one on one.” Overall,
however, not many people are familiar with
the America’s Cup. Out of the remaining 13
individuals, 8 (25%) of the individuals knew just the name event and 5 (16%) knew additional
details about the event. Further interest in the Herreshoff Museum can be gained if their target
publics are aware of this historical event that takes place in the neighboring town of Newport.
8
10. Interview Question 7: What have you heard about the Herreshoff Marine Museum?
Responses varied where some individuals have
had personal experience with the museum and others
were not familiar with the name. 13 out of 32
interviewees (41%) had never heard of the museum
before, 11 were familiar of the Herreshoff name and
eight knew more detail about the museum. Other
ways individuals were knowledgeable about the
museum were through a campus event, a venue
recommendation or word of mouth. 34% of people
were familiar with the museum from word of mouth
and 25% knew specific details about the museum.
Communication is the basis for public awareness. This will aid in determining what
methods are working and what areas we need to improve on, expand or change. The number of
individuals who had not heard of the museum, considering how close in proximity they are,
also demonstrates a lapse in communication that can be addressed.
Question 8: What about the museum interests you the most?
The common interest within the museum came from the history of Bristol relating to the
Herreshoff brothers and their ability to think ahead of their time. There is a high interest in the
new Reliance model and the story behind the original boat. When Bristol locals pass by the
museum the visual aspects of the boats are very intriguing to the local boating community.
Many Roger William’s students who are involved in areas such as engineering, management,
and history are interested in further connecting the museums historical aspects to their
education at the university.
9
11. East Bay locals and students are
interested in various aspects of the museum, and
the history behind the Herreshoff brothers. The
feedback showed high levels of interest from
students who are looking to learn more
information pertaining to their field of study but
were not aware of the strong history the museum
held. Bristol families and locals admire the
strong waterfront community of which they are
a part of and would be interested in seeing more
events take place focusing on that aspect. These
findings conclude that more exposure to local
students for opportunities and information would create more interest in the museum. As for
families, their interests in the boats and models lead to the idea that the museum needs to be
more family orientated and work to create a more welcoming image.
9. What would make you more interested in the museum?
The responses dealt with the reality that people do not hear much about the
establishment and what is offered at the museum upon visiting. 14 interviewees were unsure of
the location and stated the museum does not promote itself on platforms that they check.
Publics are not aware of all the museum has to offer and suggested local vendors and
restaurants that could help the community become more aware of the museum. The
interviewees also stated they would be interested in attending events at the Herreshoff
Museum, if they were geared toward their age group. The integration and exposure are crucial
in order to generate more interest and traffic for the Herreshoff Museum.
10
12. Question 10: When can you see yourself making the time to visit the Herreshoff museum?
The 32 interviewees stated that special events or
requirements for a class or club would be an initiative
to visit the museum, while local families felt that
having more community services and events would
increase attendance at the museum. A local mother
stated that because the museum is in such a great
location she could see herself going to the museum
then out to lunch with her husband. Others feel the
museum is only a place to go during the summer,
when the weather is nice and they have more free
time but would not usually think of the museum as a
fun place to attend voluntarily.
The feedback concludes that visiting the Herreshoff museum does not have enough
exposure as a place of interest for people to visit without outside influence. The community is
unaware of what the museum has to offer other than the display of boats. Understanding that
this is a missing link to the bottom-line purpose of the Herreshoff museum, we can now begin
to work towards building recognition and better perception.
Research Method 2: Focus Groups
We held three focus groups between Wednesday and Thursday during the first week of
October, 2015 at 7:00 P.M. The groups were held at the Roger Williams University Library and
the Baypoint Inn Conference Center. These discussions were facilitated in order to measure the
level of awareness of the Herreshoff Museum. All participants attend Roger Williams
University, ranging from sophomores to seniors. Each group contained 8-12 students. The tones
of the focus groups were fairly similar: optimistic, encouraging, and enthusiastic.
Among the three focus groups, initial conversation regarding interests involved hanging
out with friends, being outside, working out or participating in sports, kayaking, boating and
11
13. dining. The discussion progressed into specific Bristol activities, and responses included
hanging out by the waterfronts, going to downtown restaurants, visiting Colt State Park and
going to shops on Hope Street. One aspect all three focus groups’ had in common were
conversations that shifted towards intellectual activities, with which responses included
educational shows, photography, public speakers, and brain challenging games on smartphones.
Focus Group 1:
Focus Group 1 was held at the Baypoint Conference Center with eight Roger Williams
students. During our focus group we started by asking everyone what they enjoyed doing in
their free time. Students interests included dining at their favorite restaurants, walking around
Colt State Park, and meeting new people. Some of the intellectual activities that interested the
students were going to RISD museum in Providence, the Bristol Fourth of July parade, and
attending public speakers on campus. The intellectual interests led to conversations about what
students enjoy in Bristol, the students enjoy spending time by the water, shopping in the local
stores, and going to the Sip and Dip by the water. One participant brought up how they went to
a symphony off campus and the other group members agreed that if they heard about events
happening in the area, they would attend if it interested them.
One student stated they “ enjoy visiting art museums in Boston” which brought up
another participant's question of “isn’t there a museum by the water in Bristol?” From that
question the participants were able to discuss the Herreshoff museum but did not know the
name or what the museum offered. From the comments of the Focus Group participants the
feedback will allow us to disseminate what the museum has to offer to improve the perception.
Focus Group 2:
Focus Group 2 was held in the RWU Sailing Center with six university students. We
conducted the focus group with the goal of creating a comfortable and engaging public
speaking environment. We began the focus group by starting a conversation about what some
of their favorite activities to partake in outside of the university was. When answering what
they do in their free time outside of work and school, one male stated he enjoyed hanging out
12
14. with friends and also enjoyed fishing. Another male in the focus group enjoyed biking down by
the water on Hope Street and also enjoyed sailing. This lead to a further discussion on their
thoughts on the Roger Williams University sailing team and water activities such as kayaking
and paddle boarding that are available for Roger Williams students.
The tone of the focus group was engaging and upbeat and discussion flowed smoothly.
During this focus group participants began speaking about historical factors of Bristol and
mentioned the Blithewold Mansion, the Fourth of July Parade, and mentioned the sailboat on
the corner of Burnside Street. Another participant reported that her sailing instructor at Roger
Williams University had mentioned “an old sailboat that is being reconstructed somewhere
downtown.” When the boat on the corner of Burnside Street was mentioned and the
reconstruction of the Reliance was stated, this was our Focus Groups cue to begin asking
questions regarding the Herreshoff Marine Museum.
When we asked students about how and what they have heard about the Herreshoff
Marine Museum, responses varied. Some explained that they had attended school banquets at
the museum and another individual shared that she visited the museum for an extra credit
project for one of her courses. The rest of the individuals in Focus Group 2 had not heard of the
Herreshoff Marine museum, but showed an interest in learning more about it. We then gave
that group a brief description of the museum and its mission, and asked for comments. This
information gathered from Focus Group 2 gives us a better understanding of how aware and
involved students are with the Herreshoff Marine Museum and what we can do to continue the
and better the success it.
Focus Group 3:
Focus Group 3 was held in the RWU campus library with nine university students. During the
focus group, we began by asking everyone how they liked to spend their free time when not at
work or school. Responses from all students included hanging out with friends, being outside,
dining, working out, and participating in sports. To be more specific, a few responses students
gave included kayaking and boating. We also asked students if there were any intellectual
activities they were involved in, outside of required academics. This resulted in a shorter set of
13
15. responses, from about half the number of students that only included educational shows, such
as Animal Planet, or brain challenging games on smartphones. We then led the discussion into
what was specifically fun or interesting to do in Bristol. Many students enjoyed hanging out by
the waterfronts, going to restaurants such as Thames, Agave and the Beehive, going to Colt
State Park and going to the shops around Hope Street.
Focus group 3 had a participant who brought up the Herreshoff Museum when asked
about historical locations in Bristol, Rhode Island. This led to a lengthy discussion on how
other students have heard of the museum but did not know any facts pertaining to it. One
student knew the museum as, “the one with the huge sailboat next to it,” which led to more
input where students were angry that, “the sailboat was way bigger than the sign.” These
answers will allow us to figure out what aspects of the Herreshoff Museum we need to make
stand out to attract more people.
This discussion led us to have a better understanding on what college students do in
Bristol that make it such an enjoyable place to live. Since a few of these responses, such as
being outside and boating, are areas where the Herreshoff Museum can be incorporated; we are
given further ideas as to how students can interact with the museum. These answers will then
further allow us to figure out what aspects of the Herreshoff Museum we need to have stand out
more, to attract more people that are within that close proximity.
Conclusion:
Overall, the majority of participants for our research brief were unaware of the history
and outstanding features the Herreshoff Museum has to offer. However, we did learn the
common interests people share within the community, and which aspects of the museum need
more exposure. The most prominent necessity for the Herreshoff Museum would be integration
within all areas of the Bristol community, including Roger Williams University. This can be
achieved through different promotions, partnerships with restaurants and other local vendors, or
specific events geared toward a variety of publics. Now that we have determined the museum’s
bottom line, we can now advance forward in implementing ideas in order to improve the
perception of the Herreshoff Museum.
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16. Target Publics
1. Families in the East Bay Community
The East Bay Community target public consists of families with children, adults, and
branches further into older generations such as grandparents. These families reside in Bristol,
Portsmouth, Warren, and Barrington. The children (ages 10-18) attend schools within these areas
(elementary, middle, high school). The parents of these children are a generation that still
appreciates old media, and moderately-regularly read newspapers and magazines, whether they
are prescribed to their households or available at their work. They also frequently consume news
through television, as it is something that can be viewed during their mornings, after work and
before bed. If the parents commute to work, they are most likely to listen to the radio, whether it
be a news or entertainment station. This group of people are interested in community-oriented
activities, where they will be able enjoy themselves in a place that is fun and enjoyable for the
entire family.
Example:
“This is John and Lilly Peterson. They are a middle-class working family living in
Bristol, Rhode Island. They have two children, Tommy and Emily, who both attend Mt. Carmel
Elementary School. This family is the epitome of our target public. John and Lilly are looking for
new family activities, since Tommy and Emily have grown bored of their typical weekend
routines. The family has an appreciation for the nautical aspect of Bristol, and would like to
become more involved within their community. Every morning while getting ready for work, John
and Lily watch the morning news on ABC 6. They also receive monthly subscriptions to The Bay
Magazine, the East Bay Newspaper and the Bristol Warren Patch.”
2. Roger Williams Students
The Roger Williams University target public includes freshman through senior students
that are looking for new opportunities to improve their academic experience. These students are
pursuing different majors, ranging from business and marketing to engineering and architecture.
This public represents a younger generation of individuals that have less interest in traditional
15
17. media, and receive most of their news and information through social media
networks. Social media sites such as Facebook, Twitter, Instagram, and LinkedIn are the main
web networks these students will be reached. In addition to this, these students are looking for
ways to build their resume, improve their grades, and fulfill additional academic requirements.
Along with social media sites, students are also regularly exposed to posters around campus,
the campus radio station, and emails sent directly from the Roger Williams Admissions.
Example:
“This is Chris and Jill. They are both second year college students at Roger Williams
University. Chris is pursuing a degree in Engineering, and Jill is pursuing a degree in Graphic
Design. These two students are the epitome of our second target public. They are really
passionate about their university and want to become more involved in the Bristol community;
but they do not know how to branch outside of their university. Chris and Jill are active users
of numerous social networking sites. They pick up the weekly Hawks Herald in the Atrium, and
are active listeners of WQRI during their lunch hours.”
Demographics
1. Bristol, Rhode Island
Population: 22,954
Males: 10,674 (48.2%)
Females: 11,465 (51.8%)
Median Resident Age: 38.2 years
Estimated Median Household Income: $58,026
2. Portsmouth, Rhode Island
Population: 17,389
Males:8,535 (49.1%)
Females 8,535 (50.9%)
Median Resident Age: 44.8 years
Estimated Median Household Income: $81,986
16
18. 3. Little Compton, Rhode Island
Population: 3,492
Males: 1,710 (49.0%)
Females: 1,782 (51.0%)
Median Resident Age: 50.2 years
Estimated Median Household Income: $51,203
4. East Providence, Rhode Island
Population: 47,149
Males: 21,556 (45.7%)
Females: 25,593 (54.3%)
Median Resident Age: 41.1 years
Estimated Median Household Income: $48,126
5. Warren, Rhode Island
Population: 10,611
Males: 5,034 (47.4%)
Females: 5,577 (52.6%)
Median Resident Age: 44.5 years
Estimated Median Household Income: $54,833
6. Tiverton, Rhode Island
Population: 7,775
Males: 3,677(48.7%)
Females: 3,880(51.3%)
Median Resident Age: 47.4 years
Estimated Median Household Income: $65,545
7. Newport, Rhode Island
Population: 24,027
Males: 11,914
Females: 12,113
Median Resident Age: 37.5 years
Estimated Median Household Income: $59,339
8. Jamestown, Rhode Island
Population: 5,405
Males: 2,686 (49.7%)
Females: 2,719 (50.3%)
Median Resident Age: 50.7 years
Estimated Median Household Income: $87,892
9. Middletown, Rhode Island
Population: 16,150
Males: 7,763(48.1%)
Females: 8,387 (51.9%)
Median Resident Age: 42.8 years
Estimated Median Household Income: $40,721
10. Roger Williams University
Undergraduate Population: 4,425
Graduate Population: 940
17
19. Goal
“To increase a positive perception of the Herreshoff Museum within the East Bay Community
and Roger Williams University Students.”
[The goal of our public relations plan is to increase a positive perception of the
Herreshoff Museum. We are hoping to create admiration and interest towards all
things the museum has contributed throughout the years through our target
publics: Roger Williams University students, and families within the East Bay
Community (Bristol, Newport, Middletown, Jamestown, Little Compton,
Portsmouth, Warren, and Barrington). These publics are in close proximity to the
museum and will benefit from what the museum has to offer].
Objectives
1. Attitudinal Objective
Generate positive attitudes of the Herreshoff Museum within 250 families in the East Bay
Community by July 2016.
2. Behavioral Objective
To create involvement between the Herreshoff Museum within 100 families in the East Bay
Community by July 2016.
3. Informational Objective
Increase awareness of the Herreshoff Museum within 4,000 Roger Williams University
students by July 2016.
4. Behavioral Objective
To create involvement between the Herreshoff Museum within 500 Roger Williams University
students by July 2016.
18
20. Strategies and Tactics
1. Attitudinal Objective:
Generate positive attitudes of the Herreshoff Museum within 250 families in the East Bay
Community by July 2016.
Strategy 1:
Promotional Materials
Tactics:
Gift bundle/bag (See Appendix pg. 32)
Coupon for museum gift shop (See Appendix pg. 35)
Purpose:
A Herreshoff bundle will be created to give to children that attend the
museum. Bundle will include a drawstring backpack with the Herreshoff Museum
logo on it, a Herreshoff Museum T-Shirt, Fun Facts Sheet about the museum and the
Herreshoff brothers, a crossword puzzle, and a coloring page to design your own
boat, and a Herreshoff logo temporary tattoo.
The museum coupon can be redeemed for 15% off anything in the
Herreshoff gift shop. This will act as an incentive for those interested in the museum
to have an opportunity to see what else the museum can provide. These coupons will
be available through email and social media to help associate positive aspects of
Bristol with the museum.
2. Behavioral Objective:
To create involvement between the Herreshoff Museum within 100 families in the East Bay
Community by July 2016.
Strategy 1:
Publicity
19
21. Tactics:
Press Releases (2) (See Appendix p. 36)
Placed advertisement (See Appendix pg. 38)
Strategy 2:
Events
Tactics:
Family Fun Week (August, Monday-Friday) (See Appendix pg. 39)
Purpose:
A press release about the Reliance exhibit will be sent out highlighting the
process leading up to the display and information on where it can be viewed at the
museum. If our chosen media outlets decide to use our story there will be the
opportunity to inform the public about interesting aspects of this model, we can
draw more individuals to see what the final exhibit looks like, bringing more foot
traffic into the museum. The second press release sent out will be about the
upcoming Frostbite event held every February. This will provide important
information about the details of the event and what it has to offer.
Family Fun Week will provide the sailing students and their families with a
memorable experience to end the summer sailing sessions. This week will create
involvement with both the students, family and friends. The planned week will
entail daily activities including creating your own mini-boat (See Appendix pg. 40),
a potluck, outdoor movie night, a Junior America’s Cup race, and a sailing awards
dinner.
3. Informational Objective
Increase awareness of the Herreshoff Museum within 4,000 Roger Williams University
students by July 2016.
Strategy 1:
Collateral Material
20
22. Tactics:
Posters (See Appendix 41)
Flyers (See Appendix 41)
Strategy 2:
Promotional Material
Tactics:
#RELIANCE Hat (See Appendix 44)
Phone Wallet (See Appendix 44)
Purpose:
Design and disseminate posters and flyers that promote the Herreshoff
Museum. This will create opportunities for Roger Williams students to develop a
connection between collateral material being displayed on campus to the Herreshoff
Museum. This type of exposure allows us to create an increase in awareness for the
museum itself, along with all of its contributions they offer.
Design a navy blue baseball cap with #RELIANCE embroidered on the
front. The phone wallet will be navy blue with the Herreshoff logo printed on it in
white. It can be placed on the back of any smart phone and hold items such as IDs
and credit cards. These two items can quickly create familiarity with the museum by
individuals wearing these products and exposing others around them with the name.
We will reserve table times in upper commons upon the return of students
for second semester with displays of the hats and phone wallets, as well as flyers to
hand out. During this time we will also be able to inform students of internship and
extra credit opportunities and the merit point event.
4. Behavioral Objective
To create involvement between the Herreshoff Museum within 500 Roger Williams University
students by July 2016.
21
23. Strategy 1:
Social Media Campaign
Tactics:
Facebook Post (RWU and Herreshoff) (See Appendix pg. 45)
Instagram Post (#RELIANCE) (See Appendix pg. 46)
Twitter Post (RWU retweet Herreshoff) (See Appendix pg. 46)
Strategy 2:
Partnership between Roger Williams University and Herreshoff Museum
Tactics:
Merit Point Event (See Appendix pg. 42, 45)
Extra Credit Assignment (See Appendix pg. 47)
Internship Opportunities (See Appendix pg. 41)
Purpose:
Use Facebook, Instagram, and Twitter to generate online participation
through posts, the hashtag RELIANCE and retweeting Herreshoff tweets on the
Roger Williams University twitter account. This will bridge the participation gap
between the Herreshoff Museum and Roger Williams students.
Merit Point Events and Extra Credit Assignments will create ways for the
students at Roger Williams University to become involved with the Herreshoff
museum along with benefiting their academic careers. This event will include
attending an on campus speaker about the Herreshoff Museum that will count for
one Merit point. The speaker will explain the history of the Herreshoff Museum and
how it relates to aspects of design, architecture, business and engineering. as The
extra credit assignment will include visiting the Herreshoff Museum and writing a
paper on an aspect of the museum that stood out to the student or that they enjoyed
that can count as extra credit for a particular class.
Internship opportunities will be made available for students pursuing careers
in engineering, history, architecture, or business. These students will be able to gain
hands on experience through working with other museum employees, while
contributing to the Bristol community.
22
24. Timeline
February 2016:
February 1st:
Send out Frostbite Event Press Release to Bristol/Warren Patch, Bristol
Phoenix, East Bay R.I (online).
February 2nd:
Create Internship application for students to be completed by April 1st and post
availability on Hawks Hunt.
February 4th:
Send email pitch to Roger Williams University professors about potential extra
credit opportunity at the Herreshoff Museum.
February 6th:
Annual Frostbite Event
February 8th:
Order #RELIANCE baseball caps, order phone wallets.
February 10th:
Contact Tony Montefusco (Director of Housing at RWU) about holding a Merit
Point Event through Herreshoff Marine Museum (free event for all students).
February 15th:
Internship application made available for submission.
February 17th:
Order Herreshoff T-Shirts, washable tattoos, drawstring backpacks for gift bag/
bundles.
Weekly Tweets:
Every Monday, Wednesday, and Friday of the month from the Herreshoff
Twitter account.
Weekly social media posts:
Instagram and Facebook posts on every Monday of the month from the
Herreshoff accounts.
Monthly social media posts:
Twitter and Facebook posts the First Monday of every month from the Roger
Williams University accounts.
23
25. March 2016:
March 7th:
Place coupons on social media pages, and deliver to local shops and
restaurants.
March 8th:
Book table times at Roger Williams University Commons dining hall for dates
3/16/16 and 4/13/16, lunch and dinner.
March 16th:
Host table time at Roger Williams University Commons dining hall to promote:
Internship and upcoming Merit Point Event.Hand out more promotional
material (#Reliance hats, Herreshoff phone case wallets).
March 17th:
Assemble gift bag/bundles for children visiting museum.
March 26th:
Send out Reliance Model Press Release to Hawks Herald, Bristol/Warren
Patch, Bristol Phoenix, East Bay R.I (online).
March 27th:
Order placed advertisement on EastBayRI.com.
Weekly Tweets:
Every Monday, Wednesday, and Friday of the month from the Herreshoff
Twitter account.
Weekly social media posts:
Instagram and Facebook posts on every Monday of the month from the
Herreshoff accounts.
Monthly social media posts:
Twitter and Facebook posts the First Monday of every month from the Roger
Williams University accounts.
April 2016:
April 1st:
Internship Applications due.
April 2nd:
Reliance exhibit open to the public
April 4th:
Posters set up around campus about Merit Point Event.
24
26. April 13th:
a. Host a table time at Roger Williams University Commons dining hall to
promote: Information on upcoming Merit Point Event and the RELIANCE
upcoming Event.
b. Hand out more promotional material (#Reliance hats, Herreshoff phone case
wallets).
April 16th:
Merit point event at Roger Williams University Sailing Center.
Weekly Tweets:
Every Monday, Wednesday, and Friday of the month from the Herreshoff
Twitter account.
Weekly social media posts:
Instagram and Facebook posts on every Monday of the month from the
Herreshoff accounts.
Monthly social media posts:
Twitter and Facebook posts the First Monday of every month from the Roger
Williams University accounts.
May 2016:
May 1:
Decisions sent out to top two internship applicants, two alternate applicants
selected.
Weekly Tweets:
Every Monday, Wednesday, and Friday of the month from the Herreshoff
Twitter account.
Weekly social media posts:
Instagram and Facebook posts on every Monday of the month from the
Herreshoff accounts.
Monthly social media posts:
Twitter and Facebook posts the First Monday of every month from the Roger
Williams University accounts.
25
27. June 2016:
June 6th:
Internship begins.
Weekly Tweets:
Every Monday, Wednesday, and Friday of the month from the Herreshoff
Twitter account.
Weekly social media posts:
Instagram and Facebook posts on every Monday of the month from the
Herreshoff accounts.
Monthly social media posts:
Twitter and Facebook posts the First Monday of every month from the Roger
Williams University accounts.
July 2016:
July 15th:
Internship ends.
Weekly Tweets:
Every Monday, Wednesday, and Friday of the month from the Herreshoff
Twitter account.
Weekly social media posts:
Instagram and Facebook posts on every Monday of the month from the
Herreshoff accounts.
Monthly social media posts:
Twitter and Facebook posts the First Monday of every month from the Roger
Williams University accounts.
August 2016:
August 1st:
Send out Family Fun Week itinerary to participating sailing students/families.
August 22-26:
Family Fun Week
26
28. Weekly Tweets:
Every Monday, Wednesday, and Friday of the month from the Herreshoff
Twitter account.
Weekly social media posts:
Instagram and Facebook posts on every Monday of the month from the
Herreshoff accounts
Monthly social media posts:
Twitter and Facebook posts the First Monday of every month from the Roger
Williams University accounts.
27
29. Budget
The overall budget for this public relations plan is $5,000.
Collateral Materials:
Posters…………………………………………………… 11x17 Oaktag (3-Color Processing) (25)
$7.99 each
Final Sale Cost: $200.00
Merit Point Event Poster
Flyers…………………………………………………………………………………………8.5x11
(200 Reliance) (100 Internship)
12 cents each
Final Sale Cost: $36.00
Opening of the RELIANCE project and Internship Flyers
Promotional Materials:
Phone Wallet…………………………………………………………….. $1.59 each for 250 bundle
Total Cost: $397.50
#RELIANCE Hat……………………………………………..….…………Production Cost: $10.00
(50)
One size fits all Final Sale Cost:
$500.00
Gift Bundle/Bag Herreshoff Drawstring Backpack……………………………...$6.96 per backpack
$417.60 for 60 backpacks
Herreshoff Museum T-Shirt (Youth S, M and L)......................................................$6.15 each t-shirt
$369.00 for 60 in total, $20.00 for each size
Fun Facts Sheet…………………………………………………………….………………………$0
Color-Your-Own Sailboat Page………………………………………..….……………………….$0
Herreshoff Logo Washable Tattoo…………………………………..………..$14.99 for 1 sheet (24)
4 sheets (96) $47.96
Museum Gift Shop Coupon…………………………………….………………………………….$0
15% off anything in the Herreshoff gift shop.
28
30. Media Outreach:
Press Releases (2)
…………………………………………………………………………………………….…….$0
The Annual Frostbite Event press release and on the RELIANCE project.
Placed Advertisements
Sailing lessons advertisement online (www.eastbayri.com)……………..… (banner ad)
$10/CPM
66,000
Total Ad Cost: $660.00
Special Events:
Family Fun Week
(Itinerary - 5 day week) (ages 6-12, kids within the sailing program)
Monday: Mini Boat Kit………………………………………….………………………………$8.00 each
(75 kid limit)
Total Cost: $600.00
Lunch (Pizza) …………………………………………………………………………………..$12 each pie
14 in total
Total: $168.00
Tuesday: Barbecue Food, Potluck……………………………………..…………………………………..$0
Ice cream: Rent out Mr. Softee Truck
$1.50 an ice cream
(200 people):
$300.00
Wednesday: Drive-In Movie………………………………………..…………$87.37 (projector and screen)
Concession (pre-made popcorn and soda)…………………………………………………………….$75.00
Thursday: Lunch (Heros)…………………………………………………………….$70.00 (20-24 people)
Water: $25.00
(200 people, 9 platters, plus water): $692.00
Friday: Russel Morins Catering……………………………possible sponsor, raise money Chinese auction
raffle tickets: $25.00
Unforeseen Circumstances:…………………………………………… additional food $300.00
Total Campaign Cost:……………………………………………..............................$4,873.43
29
31. Evaluation Methods
In order to successfully execute our public relations plan, various evaluation methods
must be carefully thought out and implemented. These methods will assist in keeping us on
track with our public relations plan, as well as allowing our client to inform us of any potential
issues, questions or concerns. We then will be able to make any adjustments to our plan, if
necessary.
Informational Objective:
Increase awareness of the Herreshoff Museum within 4,000 Roger Williams University
students by July 2016.
Measurement of Message Exposure:
Measuring message exposure is through the use of media impressions. We will be able to get a
general report of how many people may have been exposed to the message on the Herreshoff
Museum. These numbers are not exact but it will help us give a better understanding of how
many people may have received the message throughout whatever media it was distributed
from.
Attitudinal Objective
Generate positive attitudes of the Herreshoff Museum within 250 families in the East Bay
Community by July 2016.
Measurement of Audience Attitude:
Social Media Analytics would be the best way to measure audience attitude for this objective.
The use of social media analytics will help us gather information from blogs and social media
platforms on the Herreshoff Museum. For this objective, we have to improve the target publics’
opinions and attitudes on the Herreshoff Museum. In order to do so, this method will allow us
to increase positive feedback by distributing effective information on the Herreshoff Museum
with the use of social media.
30
32. Behavioral Objective
To create involvement between the Herreshoff Museum within 100 families in the East Bay
Community by July 2016.
Measurement of Audience Action:
Another method for measuring audience action for this objective is meeting and event attendance.
Evaluating the action attendance of an event held by the Herreshoff Museum will measure the
target publics’ actions, which is the hardest to achieve. With this method, we can hand out
evaluation sheets, asking participants to fill out at the end of their visiting. This will help us
understand what need to be done more/less when it comes to our public relations plan. An example
would be the Annual Frostbite event held in February 2016.
Behavioral Objective
To create involvement between the Herreshoff Museum within 500 Roger Williams University
students by July 2016.
Measurement of Audience Action:
Analyzing how many Roger Williams students came to the Herreshoff Museum for internship
opportunities throughout the year would be an example of how to measure audience action for this
objective with the use of meeting and event attendance.
31
37. Reliance Press Release:
FOR IMMEDIATE RELEASE
FOR PRESS INQUIRIES:
CONTACT: Gabrielle Dougherty
The Movement PR
(631)680-4019
gdougherty589@g.rwu.edu
THE HERRESHOFF MARINE MUSEUM LAUNCHES NEW EXHIBIT IN BRISTOL, RHODE
ISLAND
The Herreshoff Museum introduces the “Reliance Model”
BRISTOL, RI, NOVEMBER 18th, 2015: The Herreshoff Marine Museum is announcing the launch of its
newest exhibit, the Reliance Model, scaled down replica of the America’s Cup Sailing competitions’ 1903
victor. Located on the corner of Burnside Street looking over the Bristol Harbor, The Reliance Model will be
up for exhibition to the public by April 2nd, 2016.
The Herreshoff Marine Museum has reconstructed, a one-sixth scale museum-quality model of Reliance in
honor of its designer, Nathanael Greene Herreshoff’s, engineering brilliance. Nathanael Herreshoff’s
masterpiece was referred to as a “racing freak” and “milestone in history”, due to its incredible length of 201
feet and astonishing sail area of 16,160 square feet. The Herreshoff Museum’s Reliance Model, will take its
viewers back in time and tell the story of how Reliance came to be one of the most celebrated boats in
history.
The Reliance Model, that measures 33 feet in length and 37 feet in height, The 33 foot in, embodies the look
and feel of its historic and majestic past. The exterior design of the new exhibit draws inspiration from the
original Reliance ship, displaying a fully rigged static model with sails and accents of reclaimed steel.
Miniature sailors “ride the deck” of the Reliance Model serving as a display of the sixty plus sailors it took to
successfully operate the ship during the 1903 America’s Cup.
“We look forward to having the Reliance as the Museum’s cornerstone”, says Williams Lynn, the current
President and Executive Director of the Herreshoff Marine museum. “We want to educate visitors on the
beauty of these large, extreme boats and tell the story of Nathaniel Herreshoff’s advanced engineering design
and manufacturing competency.”
# # #
About the Herreshoff Marine Museum:
The Herreshoff Marine museum is dedicated to the education and inspiration of the public through
presentations of the history and innovative work of the Herreshoff Manufacturing Company and the
America's Cup competition. Founded in 1971 the Herreshoff Marine Museum is dedicated to honoring the
engineering and design efforts of the two Herreshoff brothers, who were way ahead of their time. Today, The
Herreshoff Marine Museum boasts over sixty significant boat exhibits throughout their museum.
For additional information about the Herreshoff Marine Museum visit them at 1 Burnside Street, Bristol,
Rhode Island or contact them at (401) 253-5000.
36
38. Frostbite Press Release:
FOR IMMEDIATE RELEASE
FOR PRESS INQUIRIES:
CONTACT: Gabrielle Dougherty
TMPR (The Movement)
(631) 680-4019
gdoughtery589@rwu.edu
THE HERRESHOFF MARINE MUSEUM IS PROUD TO ANNOUNCE…
The Fourth Annual Frostbite Bash, on February 6th, 2016 in Bristol, Rhode Island
BRISTOL, RI, FEBRUARY 1ST, 2016: The Herreshoff Museum is pleased and excited to
announce the fourth annual Frost Biter’s Bash! Join the party and enjoy full open bars and food
starting from a variety of top local restaurants and vendors. Be prepared to dance the night away
in the historic Hall of Boats, bid on times in our live and silent auctions, and snap photos with
your friends and family in our photo booth and make unforgettable memories!
This exciting event will take place on Saturday, February 6th, 2016, starting at 6:30 pm to 11:00
pm, hosted by your very own Herreshoff Museum at 1 Burnside Street, Bristol, Rhode Island.
# # #
ABOUT THE HERRESHOFF MUSEUM:
The Herreshoff Marine museum is dedicated to the education and inspiration of the public
through presentations of the history and innovative work of the Herreshoff Manufacturing
Company and the America's Cup competition. Founded in 1971 the Herreshoff Marine Museum
is dedicated to honoring the engineering and design efforts of the two Herreshoff brothers, who
were way ahead of their time. Today, The Herreshoff Marine Museum boasts over sixty
significant boat exhibits throughout their museum.
For additional information about the Herreshoff Marine Museum visit them at 1 Burnside Street,
Bristol, Rhode Island or contact them at (401) 253-5000.
37
47. Twitter Post:
1,809 likes 2h
Do you like prizes? Do you
love Bristol? Compete in the Herreshoff
Museum’s Instagram challenge! Use the
hashtag #RelianceRevealedHMM with
your own picture that shows what your
favorite part about Bristol, RI is.The more
pictures you post, the better your
chances are of winning! Winner will be
announced at the Grand Revealing Event
of the Reliance model on April 20th. Get
creative, and don’t forget to tag us in your
post. Good luck!
Instagram Post:
46
56. Roger William University:
Tony Montefusco
Director of Housing
Phone: (401) 254-3161
amontefusco@rwu.edu
Dr. John King
Vice President of Student Life
Suite 100, Center for Student Development
jjking@rwu.edu
Phone: (401)-254-3042
Food Injuries:
Mister Softee Inc.
901 East Clements Bridge Road
Runnemede, NJ 08078
Phone: (856) 939-4103
http://www.mistersoftee.com/contact-us
One Casino Terrace
Newport, RI 02840
401.848.0472
http://www.morins.com/
Media Outlets:
Hawks Herald
hawksherald@gmail.com
Editor in Chief: Andrew Grassey
East Bay R.I.
For Newspaper & Internet Advertising:
Scott Pickering, Director of Sales & Marketing
(401) 424-9144
Appendix III: Contact List
55
57. For Legal Advertising:
Wendy Allen
(401) 424-9131
For News:
Scott Pickering, General Manager
(401) 424-9144
Material Contacts:
Custom Ink
T-Shirts and Hats
http://www.customink.com/
800-293-4232
Custom Card Holder
http://www.imprintitems.com/contact.htm
(651)-638-2222
56
58. Herreshoff Marine Museum & America’s Cup Hall of Fame. (2015). Retrieved December 8, 2015,
from
http://www.herreshoff.org
Works Cited
57
