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Goals, Objectives, Strategies & Tactics Alisha Durgin Jerica Dziki Asher Geisel Lauren Palazzo
Goals <ul><li>To increase repeat visitors to Fort Ticonderoga. </li></ul><ul><li>To increase number of younger audiences (...
Objectives <ul><li>To increase repeat visitors by 12% to Fort Ticonderoga over the span the next 3 years– 2012-2014 season...
Strategy #1 <ul><li>Host event to showcase Fort Ticonderoga and get visitors to the Fort using the event as an incentive a...
Strategy #2* <ul><li>Design rewards system to document and encourage repeat visitors and record visitors’ age. </li></ul><...
Strategy #3 <ul><li>Utilize media to create an awareness of the Fort and its events, programs, and other offerings to the ...
Strategy #4* <ul><li>Create a brand personality through a recognizable character. </li></ul><ul><li>* Pertains to objectiv...
Strategy #5 <ul><li>Create more interactive components on-site. </li></ul><ul><li>Tactics </li></ul><ul><li>More re-enactm...
Strategy #6 <ul><li>Create a theatrical element to the Fort. </li></ul><ul><li>Tactics </li></ul><ul><li>Build a performan...
Strategy #7* <ul><li>Improve social media usage. </li></ul><ul><li>* Pertains to objective #2 </li></ul><ul><li>Tactics </...
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Fort Ti Goals, Objectives, Strategies, and Tactics

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Fort Ti Goals, Objectives, Strategies, and Tactics

  1. 1. Goals, Objectives, Strategies & Tactics Alisha Durgin Jerica Dziki Asher Geisel Lauren Palazzo
  2. 2. Goals <ul><li>To increase repeat visitors to Fort Ticonderoga. </li></ul><ul><li>To increase number of younger audiences (25-45 years old) to Fort Ticonderoga. </li></ul>
  3. 3. Objectives <ul><li>To increase repeat visitors by 12% to Fort Ticonderoga over the span the next 3 years– 2012-2014 seasons. </li></ul><ul><li>To increase number of younger audiences (25-45 years old) by 10% to Fort Ticonderoga over the span of the next 3 years– 2012-2014 seasons. </li></ul>
  4. 4. Strategy #1 <ul><li>Host event to showcase Fort Ticonderoga and get visitors to the Fort using the event as an incentive and draw younger audiences. </li></ul><ul><li>Tactics </li></ul><ul><li>Bi-annual Clam Bake </li></ul><ul><li>Host Adirondack Region for New York state’s National History Month competition </li></ul><ul><li>Mother’s Day Tea Party </li></ul><ul><li>Annual Easter Egg hunt for children </li></ul><ul><li>Annual canoe race </li></ul><ul><li>Annual fishing competition </li></ul>
  5. 5. Strategy #2* <ul><li>Design rewards system to document and encourage repeat visitors and record visitors’ age. </li></ul><ul><li>* Pertains to Objective #1 </li></ul><ul><li>Tactics </li></ul><ul><li>Punch card system </li></ul><ul><li>For every third visit (third punch on punch card)  get a gift certificate to a local eatery </li></ul><ul><li>Signs up visitors for the Fort Ti Quarterly– a newsletter with the season’s events and news </li></ul>
  6. 6. Strategy #3 <ul><li>Utilize media to create an awareness of the Fort and its events, programs, and other offerings to the public. </li></ul><ul><li>Tactics </li></ul><ul><li>Sending out press releases for every event to local media outlets. </li></ul><ul><li>Sending out press releases for relevant events to national media outlets (i.e. the re-enactments) </li></ul><ul><li>Video New Releases </li></ul><ul><li>Actively seeking media placement (HARO) </li></ul><ul><li>Partnership with local news station for a short monthly segment </li></ul>
  7. 7. Strategy #4* <ul><li>Create a brand personality through a recognizable character. </li></ul><ul><li>* Pertains to objective #2 </li></ul><ul><li>Tactics </li></ul><ul><li>Create a figure known as the “Colonial Man,” with name TBD </li></ul><ul><li>Video segments showing him trying to fit into a modern world </li></ul><ul><li>Theme based on slogan: “Where does history fit today?... Find out at Fort Ticonderoga.” </li></ul><ul><li>Videos used on YouTube channel, local TV stations, and the figure will also be shown in print ads and public transportation advertising </li></ul>
  8. 8. Strategy #5 <ul><li>Create more interactive components on-site. </li></ul><ul><li>Tactics </li></ul><ul><li>More re-enactments </li></ul><ul><li>Hands on activities during the tour, i.e. soap making, churning butter, etc. </li></ul><ul><li>Develop a day-camp program for kids with activities related to colonial life like embroidery, basket weaving, and the like. </li></ul>
  9. 9. Strategy #6 <ul><li>Create a theatrical element to the Fort. </li></ul><ul><li>Tactics </li></ul><ul><li>Build a performance center where brief historical shows are performed </li></ul><ul><li>Student groups and acting troops will be invited to perform as well </li></ul><ul><li>Design an outreach program where representatives (in costume) visit schools and present history in an exciting way– through role playing. </li></ul>
  10. 10. Strategy #7* <ul><li>Improve social media usage. </li></ul><ul><li>* Pertains to objective #2 </li></ul><ul><li>Tactics </li></ul><ul><li>Use more hashtags and user tags on Twitter; link to current trends and topics </li></ul><ul><li>Change timing and frequency of Tweets </li></ul><ul><li>More blogging (2x a month) </li></ul><ul><li>Link all social networks </li></ul><ul><li>Promote social networks at the fort (Foursquare promotions) </li></ul><ul><li>Actively seek more followers and likes </li></ul>
  11. 11. End.

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