RESEARCH Alisha Durgin JericaDziki Asher Geisel Lauren Palazzo
Overview• Communication Audit• Website + Official “Newsroom”• Social Media Analysis• Online reviews• Intercept interviews (on site + off site)• Survey Monkey• Evaluation of Competitors• Visit to the Fort
Communication Audit• Google analytics• I Heart NY/New York travel survey
NDWYAKMTNMSDARIDMSNVHIWV Visitation reportKSNEUTLAOROKMNIA (origin of visitors by state)ALDCWAKYDE Top States Visitors Come From:TNMO 1. New YorkSCAZCO 2. VermontWIINGA 3. New JerseyMERINC 4. MassachusettsILMI 5. PennsylvaniaTXVAMDOHCANHFLDCCTPAMANJVTNY 0 1000 2000 3000 4000 5000 6000 7000 8000
Online ReviewsRanked #2 on Things to Do in the Adirondacks on US News- 37 reviews on Trip Advisor (4.5 stars) (#1 thing to do in Ticonderoga, NY)- 10 reviews on Yelp (4.5 stars) “An amazing historical treasure!”
Intercept Interviews: On SiteThe following questions were asked: •How did you hear about Fort Ticonderoga? •What drew you to come to the Fort today? •What has been your favorite experience at the Fort? •Have you been here before? •Who did you come with today? •What would make you come back? •Where are you from? •How did you get here today? •Age. •Gender.
• Found most visitors were couples, 36-50 years old; there were also many families with younger kids. Results • Minority groups were present. - Interviewed: 15 people • Top favorite experiences: demonstrations (especially gun/musket demo), tour guides 6% (who were dressed up), and King’s Garden 27% • Most people said they’d come back if there were more re- 67% enactments.Would Come Back • Found most people came for the historical aspect, but primarilyWouldnt Come Back orMaybe Would because of its view/location andN/A (Tour Guide) the weather.
Intercept Interviews: Off SiteThe following questions were asked: •Have you ever heard of Fort Ticonderoga? How? •Have you ever visited the Fort? •What would draw you to Fort Ticonderoga? •If you have visited, when did you go? •What would draw you to return? •If you have visited, what was your favorite experience there? •What type of things do you like to do on vacation? •Have you visited any other historical sites in the North East? Which ones? •Age. •Gender.
Has heard Hasnt heard 16%Results 84%-Interviewed: 25 people• Many people have heard 52% 48%of Fort Ti (primarily throughschool and history class) 44%• Many visited while young. 56% Those who would visit again (repeat visitor) Those who would not visit again• Half would not visit again. Has visited Hasnt visited
Survey MonkeyThe following questions were asked:•Gender.•Where are you located?•In what age range do you fall under?: < 18, 18-25, 26-35, 36-50, 51-65, 66+•Have you ever heard of Fort Ticonderoga? How?•Have you ever visited Fort Ti?•What would make you visit Fort Ti? What woulddraw you to a historic site like this?•If you have visited, when did you go? What woulddraw you to return? What was your favoriteexperience there?•What types of things do you like to do on vacation?•Have you visited any other historical sites in theNorth East? If yes, which ones?
14% 14% 7% < 18 18-25 Male 26-35 36-50 51-65 66 + 86% 79%Results -14 people took the survey - Locations: -Los Angeles, CA 36% - San Francisco, CA Has heard of Fort Ti -Portland, OR Hasnt heard of Fort Ti -Brooklyn, NY 64% -Whitesboro, NY - New York state - Dallas, TX 7% -Methuen, MA -Burlington, VT -Jericho, VT -Chicago, IL Has visited Has not visited 93%
Evaluation of Competitors• Shelburne Museum - Attractions, probable target audiences, visitor numbers (if• Fort William Henry available), location, advertising/promotional techniques• Salem, Massachusetts (Salem Witch Tours)
Our Visit & Reaction to Fort Ti•Hard to navigate on your own •When they’re closed... They’re closed!•Staff attitudes and personalities •Hard to access
Conclusions & Audience AnalysisConclusions Audience Analysis• Mostly male audience • New Yorkers• Upper-middle aged couples • Couples (empty nesters)• Visitors mainly from • Families and head of Adirondack area households• People want more interactive exhibits/reenactments/demon strations• Scenery is a big draw for visitors