The communication audit of Fort Ticonderoga found that it attracts mainly upper middle-aged couples and families from New York and the Adirondack region. Online reviews are positive but social media engagement is low. Visitor intercept interviews found that demonstrations and tours are favorite experiences but more reenactments would encourage return visits. A survey found most people are aware of Fort Ticonderoga from school but half would not visit again. Competitors offer more attractions and promotional techniques. A visit revealed the fort can be hard to navigate independently when closed. The audit concludes the audience is couples and families looking for more interactive exhibits.

1. RESEARCH
Alisha Durgin
JericaDziki
Asher Geisel
Lauren Palazzo

2. 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

3. Communication Audit
• Google analytics
• I Heart NY/New York travel survey

4. ND
WY
AK
MT
NM
SD
AR
ID
MS
NV
HI
WV
Visitation report
KS
NE
UT
LA
OR
OK
MN
IA
(origin of visitors by state)
AL
DC
WA
KY
DE
Top States Visitors Come From:
TN
MO 1. New York
SC
AZ
CO
2. Vermont
WI
IN
GA
3. New Jersey
ME
RI
NC
4. Massachusetts
IL
MI 5. Pennsylvania
TX
VA
MD
OH
CA
NH
FL
DC
CT
PA
MA
NJ
VT
NY
0 1000 2000 3000 4000 5000 6000 7000 8000

5. Website & Newsroom

6. Social Media Analysis:
Twitter

7. • Tweets about
2-3 times per
day
• Followers: 139
 Low
• Interesting +
informative
tweets with links
• No usage of
hashtags

8. Social Media Analysis:
Facebook
• Likes: 3,648
• Post typically receives 5+ likes
but few comments
• Some posts even have 30+
likes

9. Social Media Analysis:
Blog

10. Blog Post
Example
• Update Average: 1 blog post per
month  Sparse updating
• Comments Average: 0
• Total amount of blog posts: 4

11. Social Media Analysis:
YouTube

12. • Total Uploads: 15
 Sparse updating
• Views: 35 – 320
•Subscribers: 31

13. Online Reviews
Ranked #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!”

14. Intercept Interviews: On Site
The 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.

15. • 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 primarily
Wouldn't Come Back or
Maybe Would because of its view/location and
N/A (Tour Guide)
the weather.

16. Intercept Interviews: Off Site
The 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.

17. Has heard
Hasn't heard
16%
Results
84%
-Interviewed: 25 people
• Many people have heard 52%
48%
of Fort Ti (primarily through
school 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
Hasn't visited

18. Survey Monkey
The 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 would
draw you to a historic site like this?
•If you have visited, when did you go? What would
draw you to return? What was your favorite
experience there?
•What types of things do you like to do on vacation?
•Have you visited any other historical sites in the
North East? If yes, which ones?

19. 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 Hasn't 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%

20. 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)

21. 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

22. Conclusions & Audience Analysis
Conclusions 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

23. End.