The document is a proposal from Advanced Communications Company to promote cultural tourism in Delray Beach, Florida through marketing the Delray Beach Historical Society and Spady Cultural Heritage Museum. It provides an overview of Delray Beach and the two organizations, analyzes the tourism market and competitive environment, and outlines ACC's proposed social media, events, and publicity campaign to improve the local economy and quality of life. If selected, ACC would manage the organizations' online presence and publicity, organize community events, and produce news articles and advertisements to attract more cultural tourists to the area.

1. Delray Beach Renewal
ADVANCED COMMUNICATIONS COMPANY PROPOSAL

2. Overview
City of Delray Beach
Delray Beach Historical Society
Spady Cultural Heritage Museum
Qualifications
ACC Solution
Market Analysis
Scope of services
References
Questions

3. Why we are here
Improve the attractiveness of the city
Promote cultural tourism
Encourage economic growth
Enhance quality of life for the City of Delray Beach citizens

4. Delray Beach, Florida
Located on the Atlantic Coast
Population: 60,522
Climate: Tropical Rainforest
Two miles of accessible public beach

5. Delray Beach Historical Society
Mission Statement:
“The Delray Beach Historical Society, believing that a sense of history is
fundamental to understanding human experiences collects, preserves and shares
materials from Delray Beach’s past, so that present and future generations can
comprehend more fully their predecessors, their communities and themselves. The
society encourages and assists people of all backgrounds and interests to learn
more about Delray Beach’s diverse history.”
Orange Grove House of RefugeLake Ida World War II

6. Spady Cultural Heritage Museum
Located in the former home of the Solomon D. Spady.
Only African American cultural society in
Palm Beach County.
Teaches community about the cultural history

7. Advanced Communications Company
Established in 2005
“Our creativity. Your potential!”
Market Sectors
• Corporations
• Sporting Events
• Beaches
• Museums
• Local Non-Profit Organizations
Expertise
• Social Media
• Webpages
• Television
• Periodicals and Magazines
• Even Management

8. Qualifications
Beach Historical/Museums Nonprofit

9. Satisfied Clientele

10. Project Team
Bob Olson – Campaign Executive
Amy Stiehl – Event Coordinator
Alea Chalmers – Media Relations Director
Sean Rempe – Online Marketing Manager
James Larson – Business Analyst

11. The ACC Solution

12. Market Analysis
500000"
575000"
650000"
725000"
800000"
2002" 2003" 2004" 2005" 2006" 2007" 2008" 2009" 2010" 2011" 2012"
FLGDPin$(mil)"
Year"
Florida GDP"
(Federal Reserve Bank of St. Louis Research)

13. Market Analysis: Reject Null Hypothesis
" Statistically significant evidence of growth in Florida economy overall
" Average growth: 3.87%/yr (Federal Reserve)
" 2012: $51.14 billion (6.58%) of FL GDP in tourism (floridataxwatch.org)

14. Market Analysis: Competitive Environment
POPULARITY
Total Environment
AMELIA
ISLAND
CASTILLO DE
SAN MARCOS
UNIVERSAL
ORLANDO
RESORT
FT.
LAUDERDALE
BEACH
KENNEDY SPACE
CENTER
WALT DISNEY
WORLD KEY WEST
EVERGLADES
SOUTH
BEACH
FL
KEYS
LEISURELY
HISTORICAL/
CULTURAL
SIGNIFICANCE
LEAST GREATEST
(touropia.com)
*Circles not scaled as per market share

15. Market Analysis: Competitive Environment
*Circles not scaled as per market share
LEISURE TOURIST
ENVIRONMENT (FL)
HISTORICAL TOURIST
ENVIRONMENT
AMELIA
ISLAND
UNIVERSAL
ORLANDO
RESORT
WALT
DISNEY
WORLD
KEY
WEST
SOUTH
BEACH
FL KEYS
LEAST
GREATEST
POPULARITY
CASTILLO DE
SAN MARCOS
FT.
LAUDERDALE
BEACH
KENNEDY SPACE
CENTER
EVERGLADES
DELRAY BEACH/
SPADY MUSEUM
(touropia.com)

16. Market Analysis: Segmentation
(claritas.com)

17. Market Analysis: Time Series
Tourism Employment
• More employed to accommodate tourism→
more tourists
• Timing is everything!
• Aggressive posting within peak periods→
increase click rates on social media platforms→
more potential visitors
(floridataxwatch.org)
Peak (FL)

18. Social Media Account Management - DBHS
Facebook
Twitter ?
YouTube ?

21. The Family Fall Festival and Halloween Fun Event
is Friday, October 25th from 5:30pm to 7:30pm!
Come join us for trick or treating, photos, spooky
haunted house, and an outdoor screening of “It’s a
Great Pumpkin Charlie Brown!” Followed by the
Wicked Delray Ghost Tour!

22. Social Media Account Management - Spady
Facebook
Blog
Twitter

24. Email Newsletters
Subscribers
Feature Articles
2 Month Look Ahead
Click Rates
Codes and Coupons

25. SunSentinel Paper
Monthly Feature News Articles
Press Release and Regeneration
Advertisements
Cost Effective
Web based and Hardcopy

26. Events

29.
MAY 31, 2014
HERITAGE DAY
5-K
Kickin’
Off
Summer
with
Spady
Come
join
Spady
Cultural
and
Heritage
Museum
in
a
fun,
jump
start
to
summer
as
we
celebrate
Heritage
Day
with
a
5-­‐k
run/walk.
The
race
will
start
and
end
outside
of
the
Spady
Museum.
Bring
the
little
ones
for
a
100-­‐m
fun
run
on
the
beach.
SCENIC BEACH SIDE
VIEW!
PRIZES AWARDED
TO TOP THREE
PLACES IN EACH
AGE DIVISION!
FREE T-SHIRT AND
MEDAL FOR ALL
FINISHERS!
SNACKS AND
REFRESHMENTS
PROVIDED AT THE
FINSIH LINE!
BRING THE WHOLE
FAMILY!
SPADY CULTURAL
AND HERITAGE
MUSEUM
170
NW
5th
Avenue
Delray
Beach,
FL
33444
561-­‐279-­‐8883
www.spadymuseum.com
May
31,
2014
8:00
a.m.

30. Professional References
Mr. David Snell is the President of the
National Churchill Museum in Folton,
Missouri.
Email: dbsnell@natchurchillmus.com
Phone: 893-337-9202

31. Questions?

32. • References
• “Total Gross Domestic Product by State for Florida.”
Federal Reserve Bank of St. Louis (Research), n.d.
Web. 27 Jun. 2013
• “Investing in Tourism: Analyzing the Economic
Impact of Expanding Florida Tourism.” Florida
TaxWatch, n.d. Web. n.d.
• “Top 10 Tourist Attractions in Florida.” touropia.com.
n.d. Web. 23 Apr. 2014
• http://www.delraybeachhistory.org/about-us/
• http://www.spadymuseum.com/
• http://www.delraycra.org/