Laura Paull has over 30 years of experience as a writer, editor, and communications professional across a variety of fields including journalism, documentary filmmaking, non-profits, education, and more. She has a proven track record of crafting compelling stories and connecting with diverse audiences. Most recently, she produced online content and built social media presence for a Jewish community center. She is skilled in multiple languages and experienced working internationally.
More Than a Profile: The Ethics of Digital Storytelling in Study AbroadCIEE
Students post, tweet, and blog about their experiences overseas, and these narratives contribute to the growing popularity of study abroad. We must reinvent our pedagogy to adapt to this changing world and examine the stories that inspire student travel. How might they collide with the expectation of health equity and sustainable service? How can we promote self-reflection and cultural humility? An interdisciplinary panel – representing film studies, anthropology, and public health – will place the current debate in the context of postcolonial narratives, describe the potential for self-reflection, and offer a sample technique for using digital storytelling in trip preparation and in-class learning.
This document presents a conceptual framework for understanding social media-induced tourism (SMIT). It defines SMIT as tourism induced by social media posts where people are motivated to visit places they see online. The framework has three major aspects: experience, socio-technical, and user. The experience aspect examines the types of travel experiences portrayed and induced. The socio-technical aspect analyzes how social media features like hashtags and geotags influence virality and induce travel. The user aspect profiles social media users as both content creators and consumers and how their characteristics impact SMIT. Some potential research questions are presented to further study the interactions between these aspects and understand how SMIT occurs across different social media platforms.
The document discusses a teacher's philosophy of education. The teacher aims to promote social justice through teaching, having grown up in diverse, low-income areas where they witnessed the negative effects of poor education. They have extensive experience volunteering with underserved groups. The teacher believes a solid education provides students the best opportunity to become successful citizens. Their goals are for students to think critically, develop discipline and resilience, and gain a love of learning. The teacher uses inquiry-based and arts-integrated methods that incorporate technology to engage different learning styles and develop skills like historical empathy. Formative and summative assessments inform the teacher's instructional choices.
The document discusses the importance of context in understanding historical photographs and artifacts. It emphasizes that context comes from information about the item's creation and original use, as well as from related materials from the same time and place. The document encourages libraries to enhance context by gathering additional metadata, linking items geographically and chronologically, and reaching out to the community for more perspectives on local history items.
The Whitney Family Program – Communications campaign powerpoint summary altElizay Pierre
The document outlines a plan to restructure and revamp the family programs being offered at The Whitney Museum. The key aspects of the plan include:
1) Consolidating the various family, teen, and kids programs into one cohesive "Whitney Family Programs" section on the museum's website and in marketing materials.
2) Retraining front-facing staff to be well-versed in the new family program offerings to reduce confusion for visitors.
3) Developing partnerships with other arts and cultural organizations around the city to create referral networks and incentives to encourage local and tourist family participation.
4) Launching a workshop presentation series to be held in schools, afterschool programs to promote American
National Park Foundation Creative Brief & AnalysisAlexis Schaefer
The creative brief is for a campaign by the National Park Foundation to raise awareness and connect with college-aged millennials. It identifies the target audience as "Wandering Connection-Seekers" - college students ages 18-22 who are curious, seek new experiences through travel, and want to support causes through their extensive social media networks. The brief explains that this group is looking to affiliate themselves with organizations but does not have much free time. It also notes that most millennials are unfamiliar with the National Park Foundation and its mission of preserving national parks. The campaign aims to inform this target audience and ask them to support the cause by voicing their support through social media.
The Nodaway County Historical Society was founded in 1944 and collects artifacts related to the county's history. It aims to kindle interest in local history through events, tours, and publications. While currently attracting ages 38-75, the team recommends also targeting families with children 5-16, university students, and adults 25-50 to maximize membership. Strategies include raising awareness through social media, partnering with other organizations on events, and creating reasons for repeated visits such as activities for students and families. Progress will be measured by growth in social media engagement, outreach to other groups, and achieving attendance goals.
Laura Paull has over 30 years of experience as a writer, editor, and communications professional across a variety of fields including journalism, documentary filmmaking, non-profits, education, and more. She has a proven track record of crafting compelling stories and connecting with diverse audiences. Most recently, she produced online content and built social media presence for a Jewish community center. She is skilled in multiple languages and experienced working internationally.
More Than a Profile: The Ethics of Digital Storytelling in Study AbroadCIEE
Students post, tweet, and blog about their experiences overseas, and these narratives contribute to the growing popularity of study abroad. We must reinvent our pedagogy to adapt to this changing world and examine the stories that inspire student travel. How might they collide with the expectation of health equity and sustainable service? How can we promote self-reflection and cultural humility? An interdisciplinary panel – representing film studies, anthropology, and public health – will place the current debate in the context of postcolonial narratives, describe the potential for self-reflection, and offer a sample technique for using digital storytelling in trip preparation and in-class learning.
This document presents a conceptual framework for understanding social media-induced tourism (SMIT). It defines SMIT as tourism induced by social media posts where people are motivated to visit places they see online. The framework has three major aspects: experience, socio-technical, and user. The experience aspect examines the types of travel experiences portrayed and induced. The socio-technical aspect analyzes how social media features like hashtags and geotags influence virality and induce travel. The user aspect profiles social media users as both content creators and consumers and how their characteristics impact SMIT. Some potential research questions are presented to further study the interactions between these aspects and understand how SMIT occurs across different social media platforms.
The document discusses a teacher's philosophy of education. The teacher aims to promote social justice through teaching, having grown up in diverse, low-income areas where they witnessed the negative effects of poor education. They have extensive experience volunteering with underserved groups. The teacher believes a solid education provides students the best opportunity to become successful citizens. Their goals are for students to think critically, develop discipline and resilience, and gain a love of learning. The teacher uses inquiry-based and arts-integrated methods that incorporate technology to engage different learning styles and develop skills like historical empathy. Formative and summative assessments inform the teacher's instructional choices.
The document discusses the importance of context in understanding historical photographs and artifacts. It emphasizes that context comes from information about the item's creation and original use, as well as from related materials from the same time and place. The document encourages libraries to enhance context by gathering additional metadata, linking items geographically and chronologically, and reaching out to the community for more perspectives on local history items.
The Whitney Family Program – Communications campaign powerpoint summary altElizay Pierre
The document outlines a plan to restructure and revamp the family programs being offered at The Whitney Museum. The key aspects of the plan include:
1) Consolidating the various family, teen, and kids programs into one cohesive "Whitney Family Programs" section on the museum's website and in marketing materials.
2) Retraining front-facing staff to be well-versed in the new family program offerings to reduce confusion for visitors.
3) Developing partnerships with other arts and cultural organizations around the city to create referral networks and incentives to encourage local and tourist family participation.
4) Launching a workshop presentation series to be held in schools, afterschool programs to promote American
National Park Foundation Creative Brief & AnalysisAlexis Schaefer
The creative brief is for a campaign by the National Park Foundation to raise awareness and connect with college-aged millennials. It identifies the target audience as "Wandering Connection-Seekers" - college students ages 18-22 who are curious, seek new experiences through travel, and want to support causes through their extensive social media networks. The brief explains that this group is looking to affiliate themselves with organizations but does not have much free time. It also notes that most millennials are unfamiliar with the National Park Foundation and its mission of preserving national parks. The campaign aims to inform this target audience and ask them to support the cause by voicing their support through social media.
The Nodaway County Historical Society was founded in 1944 and collects artifacts related to the county's history. It aims to kindle interest in local history through events, tours, and publications. While currently attracting ages 38-75, the team recommends also targeting families with children 5-16, university students, and adults 25-50 to maximize membership. Strategies include raising awareness through social media, partnering with other organizations on events, and creating reasons for repeated visits such as activities for students and families. Progress will be measured by growth in social media engagement, outreach to other groups, and achieving attendance goals.
Creating Connections: Collaborations Between Museums and SchoolsJ S-C
This presentation was for the 2015 Association of African American Museums Conference. It addresses the collaborative partnership between the National Civil Rights Museum and the Martin Luther King Jr. College Preparatory High School.
This 3-sentence summary provides an overview of the key points from the strategic communication plan document:
The strategic communication plan outlines objectives and tactics for the National Women's History Museum to increase awareness and engagement among key audiences from December 2016 to December 2018, with a focus on empowering individual stories within the collective narrative of women's history through grassroots outreach. A budget of up to $19,185 is proposed to equip employees and brand ambassadors with messaging and enhance engagement of college students, the public, and live event attendance. The goal is to establish relationships that sustain the museum by connecting women through personal interactions, women-focused media, and networks.
Shana Ferguson presented on empowering students as users of social media. She discussed how most students are constantly engaged with social media through their phones. However, students need guidance to thoughtfully discover, digest, and create digital content. Ferguson proposed developing critical thinking skills around social media, helping students understand how personal data is used, and empowering them to influence algorithms and be future leaders through media production. She is partnering with the University of Edinburgh to collaboratively design social media curriculum for secondary students in the US and UK.
The document summarizes key findings from a research study about the Latino experience in museums. Some of the main points are:
1) Latinos want to see a diverse staff at museums that includes Latinos in various roles, not just janitorial. They also want to see Spanish language used in communications to feel included.
2) Museums serve an educational role for Latinos of all ages. For parents, the focus is on benefits for their children. Experiences also need to be enjoyable.
3) Museums can fulfill bonding needs by showcasing Latino culture, but also bridging needs by featuring other cultures. The preference varies with acculturation level.
4) Latinos want
Bienven Bienvenidos! Engaging Latino Audiences and Building Cross-Cultural Br...West Muse
This session addresses the importance of creating new relationships and patterns of visitation and support for museums, applicable to any targeted constituency. Speakers share stories of bringing diverse visitors together for cross-cultural dialogue. Their strategies for engaging the Latino community can serve as guidelines for incorporating diversity into strategic planning, professional development, communication tools, and public programs.
Moderator: Jill Hartz, Executive Director, Jordan Schnitzer Museum of Art
Presenters:
Gail Anderson, President, Gail Anderson & Associates
Salvador Acevedo, Principal, Contemporanea
Gabriela Martínez, Curator of Education, Museum of Latin American Art, Long Beach
Claire Muñoz, Director, E.L. Cord Museum School, Nevada Museum of Art
This document summarizes a research project that used ethnomusicology to develop cultural integration curricula for two newcomer classes in Edmonton schools. The researcher conducted observations, interviews, and collaborated with teachers to design class-specific programs. One class focused on cultural empowerment through student-led music and dance exchanges with parents. The other emphasized intercultural dialogue through peer teaching of musical traditions. Preliminary results suggest ethnomusicology can help students critically examine identities, cultural stereotypes, and negotiate power dynamics in multicultural classrooms.
The document provides an outline for managing partners of the Flint Hills International Children's Festival. It details the festival's history and objectives of providing arts experiences for children. Festival partners are integral to the success of the festival by offering art activities that educate children and celebrate cultural diversity. The outline estimates that partners will spend $500-1,000 on supplies and activities and recruit an average of 14 volunteers. It provides a planning timeline and estimates of resources required by partners to participate in the festival.
The Digital Shift: Families, Film/Media and LibrariesRenee Hobbs
This document discusses how libraries are positioning themselves as digital hubs for their communities through film and media literacy programs. It finds that while film and digital media are important parts of cultural life, many children, families, and libraries lack skills and awareness in critically analyzing media. The author proposes the "Media Smart Libraries" initiative to increase digital and media literacy in Rhode Island libraries through public programs, educator training, and curriculum changes to help libraries better serve communities with film and digital media.
Thirteen middle and high school teachers from Texas participated in a 31-day cultural immersion program in China. The goals were to enhance the teachers' intercultural competence and develop social studies curriculum on China. Activities included touring sites, observing classrooms, attending lectures, and cultural performances. The teachers kept individual journals and later created digital stories reflecting on meaningful experiences. Researchers analyzed the journals, reflection statements, and digital stories to evaluate the impact on intercultural development. The analysis found that while journals mostly recorded daily events, the digital stories provided insight into how the experience influenced the teachers' perspectives.
A Marketing proposal submitted as part of a national competition for Charity:Water. I did the design and layout, as well as the market analysis and research.
This document provides a report on developing a social media viral marketing campaign to increase museum patronage among young adults aged 18-25. It analyzes reasons for declining museum attendance in this demographic and influences on their purchasing decisions. Successful social media campaigns by other museums like the Guggenheim and Tate Modern are examined. Recommendations include engaging young adults through social networks, movies, concerts and apps to make museums more interactive, popular and socially relevant.
The document proposes a national expansion project for a museum. It identifies four key customer segments - New Empty Nests, New Life Starters, Golden Oldies, and Young Richers - based on an analysis of customer and population data using tools like R, Excel and Tableau. Promotion strategies are then designed for each segment, focusing on both online and offline channels. These include family talks, music festivals, and interactive apps for New Life Starters, as well as mail campaigns, special exhibitions, and radio ads for New Empty Nests. A cost-benefit map is also included to evaluate promotion channels.
Marketing Project Presentation Museum (1)Sally Lin
The document proposes a national expansion project for a museum. It identifies four key customer segments through quantitative research and cluster analysis: New Empty Nests, New Life Starters, Golden Oldies, and Young Richers. The document then outlines promotion strategies tailored to each segment, including family talks, music festivals, and apps for families; mail campaigns and special exhibitions for empty nesters; vintage exhibitions, traditional channels, and emotional messages for golden oldies; and social media, virtual reality, and collaborations with education institutions for young richers. It maps promotion channels on a cost-benefit analysis to identify the most effective and efficient options.
The Importance of Media Literacy and Strategies for Teaching It at the Colleg...Renee Hobbs
Renee Hobbs explains the value of university-school partnerships that connect college and university students to local schools. University-school partnerships are helping us explore video documentation as a research and teaching tool. We are discovering that connecting university students to local community schools builds dispositions towards collaboration, civic engagement and advocacy. Finally, we are observing how educator motivations for teaching media and technology shape their instructional practices.
This document summarizes a study that examined the effects of providing East Asian undergraduate students with pre-departure cultural training versus only post-arrival orientation. The study found that students who received four weeks of pre-departure cultural competency training using an online platform had an easier initial transition and adjustment during their first semester in the US compared to students who only received standard post-arrival orientation. Key themes from student responses included feeling overwhelmed navigating a foreign culture alone, wishing they had more cultural knowledge beforehand, and relying on friendships for support.
US Diplomacy Center Newsletter_December_2014_PVGabriel Iglesia
The document provides updates from the United States Diplomacy Center (USDC) including outreach efforts to various cities to promote the upcoming museum, collection of artifacts from partner agencies like USAID representing global efforts in health and disaster assistance, education outreach initiatives to teachers, and the launch of the "Faces of Diplomacy" exhibit at the Department of State featuring portraits and stories of Foreign Service Officers and Civil Service personnel. It also includes notes from the USDC director and fall intern on their roles in building awareness and support for the new museum.
Raymond Diaz Mini Strategic Plan_REVISEDRaymond Diaz
The Fort Worth Nature Center & Refuge (FWNC&R) is a 3,621 acre nature center that has educated the community about natural areas for 50 years. It offers educational programs but struggles with low attendance and a lack of awareness. Research found that the primary visitors are locals and tourists interested in outdoor activities. Competitors include other parks and nature centers. The strategic plan aims to increase engagement, awareness, and revenue by targeting active adults, families, and students to grow attendance and membership. Objectives include increasing visitors and program enrollment by 25% through social media outreach and news releases.
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
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This presentation was for the 2015 Association of African American Museums Conference. It addresses the collaborative partnership between the National Civil Rights Museum and the Martin Luther King Jr. College Preparatory High School.
This 3-sentence summary provides an overview of the key points from the strategic communication plan document:
The strategic communication plan outlines objectives and tactics for the National Women's History Museum to increase awareness and engagement among key audiences from December 2016 to December 2018, with a focus on empowering individual stories within the collective narrative of women's history through grassroots outreach. A budget of up to $19,185 is proposed to equip employees and brand ambassadors with messaging and enhance engagement of college students, the public, and live event attendance. The goal is to establish relationships that sustain the museum by connecting women through personal interactions, women-focused media, and networks.
Shana Ferguson presented on empowering students as users of social media. She discussed how most students are constantly engaged with social media through their phones. However, students need guidance to thoughtfully discover, digest, and create digital content. Ferguson proposed developing critical thinking skills around social media, helping students understand how personal data is used, and empowering them to influence algorithms and be future leaders through media production. She is partnering with the University of Edinburgh to collaboratively design social media curriculum for secondary students in the US and UK.
The document summarizes key findings from a research study about the Latino experience in museums. Some of the main points are:
1) Latinos want to see a diverse staff at museums that includes Latinos in various roles, not just janitorial. They also want to see Spanish language used in communications to feel included.
2) Museums serve an educational role for Latinos of all ages. For parents, the focus is on benefits for their children. Experiences also need to be enjoyable.
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This session addresses the importance of creating new relationships and patterns of visitation and support for museums, applicable to any targeted constituency. Speakers share stories of bringing diverse visitors together for cross-cultural dialogue. Their strategies for engaging the Latino community can serve as guidelines for incorporating diversity into strategic planning, professional development, communication tools, and public programs.
Moderator: Jill Hartz, Executive Director, Jordan Schnitzer Museum of Art
Presenters:
Gail Anderson, President, Gail Anderson & Associates
Salvador Acevedo, Principal, Contemporanea
Gabriela Martínez, Curator of Education, Museum of Latin American Art, Long Beach
Claire Muñoz, Director, E.L. Cord Museum School, Nevada Museum of Art
This document summarizes a research project that used ethnomusicology to develop cultural integration curricula for two newcomer classes in Edmonton schools. The researcher conducted observations, interviews, and collaborated with teachers to design class-specific programs. One class focused on cultural empowerment through student-led music and dance exchanges with parents. The other emphasized intercultural dialogue through peer teaching of musical traditions. Preliminary results suggest ethnomusicology can help students critically examine identities, cultural stereotypes, and negotiate power dynamics in multicultural classrooms.
The document provides an outline for managing partners of the Flint Hills International Children's Festival. It details the festival's history and objectives of providing arts experiences for children. Festival partners are integral to the success of the festival by offering art activities that educate children and celebrate cultural diversity. The outline estimates that partners will spend $500-1,000 on supplies and activities and recruit an average of 14 volunteers. It provides a planning timeline and estimates of resources required by partners to participate in the festival.
The Digital Shift: Families, Film/Media and LibrariesRenee Hobbs
This document discusses how libraries are positioning themselves as digital hubs for their communities through film and media literacy programs. It finds that while film and digital media are important parts of cultural life, many children, families, and libraries lack skills and awareness in critically analyzing media. The author proposes the "Media Smart Libraries" initiative to increase digital and media literacy in Rhode Island libraries through public programs, educator training, and curriculum changes to help libraries better serve communities with film and digital media.
Thirteen middle and high school teachers from Texas participated in a 31-day cultural immersion program in China. The goals were to enhance the teachers' intercultural competence and develop social studies curriculum on China. Activities included touring sites, observing classrooms, attending lectures, and cultural performances. The teachers kept individual journals and later created digital stories reflecting on meaningful experiences. Researchers analyzed the journals, reflection statements, and digital stories to evaluate the impact on intercultural development. The analysis found that while journals mostly recorded daily events, the digital stories provided insight into how the experience influenced the teachers' perspectives.
A Marketing proposal submitted as part of a national competition for Charity:Water. I did the design and layout, as well as the market analysis and research.
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The document proposes a national expansion project for a museum. It identifies four key customer segments - New Empty Nests, New Life Starters, Golden Oldies, and Young Richers - based on an analysis of customer and population data using tools like R, Excel and Tableau. Promotion strategies are then designed for each segment, focusing on both online and offline channels. These include family talks, music festivals, and interactive apps for New Life Starters, as well as mail campaigns, special exhibitions, and radio ads for New Empty Nests. A cost-benefit map is also included to evaluate promotion channels.
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The document proposes a national expansion project for a museum. It identifies four key customer segments through quantitative research and cluster analysis: New Empty Nests, New Life Starters, Golden Oldies, and Young Richers. The document then outlines promotion strategies tailored to each segment, including family talks, music festivals, and apps for families; mail campaigns and special exhibitions for empty nesters; vintage exhibitions, traditional channels, and emotional messages for golden oldies; and social media, virtual reality, and collaborations with education institutions for young richers. It maps promotion channels on a cost-benefit analysis to identify the most effective and efficient options.
The Importance of Media Literacy and Strategies for Teaching It at the Colleg...Renee Hobbs
Renee Hobbs explains the value of university-school partnerships that connect college and university students to local schools. University-school partnerships are helping us explore video documentation as a research and teaching tool. We are discovering that connecting university students to local community schools builds dispositions towards collaboration, civic engagement and advocacy. Finally, we are observing how educator motivations for teaching media and technology shape their instructional practices.
This document summarizes a study that examined the effects of providing East Asian undergraduate students with pre-departure cultural training versus only post-arrival orientation. The study found that students who received four weeks of pre-departure cultural competency training using an online platform had an easier initial transition and adjustment during their first semester in the US compared to students who only received standard post-arrival orientation. Key themes from student responses included feeling overwhelmed navigating a foreign culture alone, wishing they had more cultural knowledge beforehand, and relying on friendships for support.
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Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
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• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
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Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
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Visit:- https://www.1solutions.biz/link-building-packages/
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The managers achieve organizational objectives by getting work from
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The whitney museum family and kids program comm campaign
1. R – Research – pg1
Researching the Whitney – pg. 1,2
Researching the stakeholders – pgs. 3,4
Analysis – pg. 5
SWOT – pg. 5-9
Benchmarking for evaluation – pg. 9
O - Objectives – pg. 10
P - Program- pg. 12
E – Evaluation – pg. 14
** Additional plan option – pg. 15
Family Programs: Redux
A Corporate communication strategy
By Elizay Pierre
2. Pierre-Louis, 1
The Whitney museum family and kids program marketing ideas.
R.O.P.E. model
R. Research: Research performed through direct engagement with the Whitney museum, press and
marketing department staffers, interviews with educators, online assessment of website and social
media platforms, press coverage and topical demographic searches (i.e. U.S. Census, NYC.gov)
Researching the Whitney Museum: Museum experience, website, social media platforms
o Museum visit / Family Program Participation: Courteous friendly staff severely
misinformed and not on the same page in regards to family offerings and the
procedures.
Discrepancy on what to charge
Mischarged me
Sent me up to the family programs areas, where I found out that my son was
not of age for the activities being offered.
o Website Assessment: Website hosts a lot of information. Family programs offerings are
buried under various. Once found, the information is disjunctive and difficult to
ascertain at quick viewing. Takes time and effort to sort through the various offerings,
different age groups, dates, times of regular activities not including special one time
events.
o Contact Whitney Museum Staff: Friendly and courteous with inter-organization
communication struggles. Possibly too many divergent channels without a unified voice,
leading to a constant need to relay messages to different people or different
departments in a time consuming tedious manner. In order to get access to accurate
information.
Front desk sales and information Ticketing agents: Friendly, courteous staff,
misinformed about family offerings, dates, age ranges for groups and pricing.
Family program leaders: Knowledgeable and engaging Art Educators, relating to
kids on their level and keeping the whole family involved in activities. Interns
3. Pierre-Louis, 2
and grad students of Tisch school of arts. Focused on art history and educational
degrees.
Communications and Marketing Staff:
‘No media kits for Family program offerings. Most promotion and
communication is done through small personalized mailings when they
have something to promote.’ ~Sara Ruebenson, Communications at The Whitney
Division between communications, marketing and family programs
departments, made accessing information difficult
o Social media scanning: Twitter / Facebook / Instagram (as measure over a 3-month
period across all platforms)
High volume followers: 869,169 twitter, 325,424 Facebook followers, 518,000
Instagram followers
High engagement on Visual based platform like Instagram, comparatively
Medium to mild engagement on Facebook and Twitter engagement averaging
out the lowest.
Instagram (518k followers): post gaining between 1k- 25k likes
Facebook (325k+ followers): gaining between 100 and 1000 likes /
reactions and 15-65 content re-shares per post
Twitter averaging less than 100 likes and 10-50 re-shares per post
Little to no mention of Whitney Family programs, Whitney Kids or Whitney
Teens, with the exception of a same day promotional mention of a special
events for that particular segment on a platform like Twitter or Instagram
4. Pierre-Louis, 3
Researching the Stakeholders: Media, Influencer, NYC Residents, Tourist, Educators and
potential partners for concierge program, audience demographics.
o Media: Press, Influencers (family lifestyle, arts and culture bloggers and popular
Youtubers)
NY Times writers and editorial staff
Writers who cover the arts and culture section and have written
favorably on the Whitney: Roberta Smith, Robin Pogrebin, David Wallis,
Brett Sokol, Karen Rosenberg
Sections to target: NYC > events / events guide, Arts, Art & Design
Timeout New York, writers and bloggers for the online site - “The best exhibits
at children's museums in NYC”, “The best museum exhibitions in NYC”, “15
fantastic things to do in NYC this weekend” etc.
Writing staff that covers NYC Events and cultural activities and
museums: Allie Early, Hannah Doolin and Rebecca Jennings, Tazi
Phillips, Jennifer Picht and more
NYCgo.com – organized by “NYC and Company”, The official destination
marketing organization for NYC. Representing close to 2000 organization whose
interest lie in promoting NYC for tourism. Website is a major resource for
traveler around the world.
Targeting for write up on things to do, attractions, museum coverage
etc.
Potential for partnership to be featured consistently
NYC-Arts.com – Arts and culture website organized by PBS and its affiliates. Vast
partnerships and resource for tourist and fans of the arts
Already listed as an attraction
Relationship allows for leveraging into feature coverage for new events, like
the re-launching of “Whitney Family Program”
5. Pierre-Louis, 4
o Top Influencers to target: examples of some of the top in their category
Parenting / lifestyle / travel bloggers:
www.Pbs.org/parents ,
www.lifeofdad.com,
www.owtk.com (out with the kids)
Social Media Influencers: Family & lifestyle bloggers with large followings:
Love Taza / Naomi Davis
A Cup of Jo / Joanna Goddard
Highsnobiety (popular arts and culture blog 1.3mill Instagram followers)
Influencer marketing incentives to encourage collaborative participation:
Social media collaboration offers to ‘takeover’ Whitney social media
account of their choice, on the day of their visit to leave honest
feedback and promote their own brand.
Event invites (Especially Family Fun program launch)
Free passes
Media kit shares
o Educator interviews: Insights gained
Irene Sawyer – early childhood education (Pre-K teacher)
Safety concern for travelling with children that age. Big group trips with
long distance travel are difficult and rare
Better to target nearby pre-k programs for trips or to just take the
museum to the kids with workshops that showcase the art and
installations
Jacquelyn Rivas – Elementary school teacher
Value of the Whitney museum’s focus on American contemporary art
for arts and American history perspective
Idea of some sort of rewards program for Students interested in arts,
excelling in school (i.e. Dean’s list student or graduation award with free
access to museum for their family)
6. Pierre-Louis, 5
Angela Moore – Middle school dean and administrator
Administrator concerns about cost make free days at the Zoo more
appealing for school trips than museum group rates. Especially for
schools in low income areas
Incentives like free access to school’s trips are key incentives.
Workshops that focus on some key historical American art figures their
work and engages the students to create their own works of art have a
higher chance of getting into schools, than a presentation on the
benefits of the Whitney family offerings.
o Demographics: Estimates and averages
Population stats: according to www.factfinder.census.gov
8.4 Mill New Yorkers
1.78 mill under 18yrs total,
556k under 5yrs, 480K 5-9yrs, 463K 10-14yrs, 488k 15-19yrs
Schools: according to www.schools.nyc.gov
1,800 total serving universal pre-k through High school
1.2 mill enrolled students
Tourism: according to www.NYCgo.com (as relayed directly from Mayor
DeBlasio and his office)
60 million tourists closing out 2016 (record high)
Annual spending: 61 Billion economic impact
41 billion direct spending (as of 2014)
11% of that spending is done in Arts and culture sectors (totaling more
than 4 billion in the arts alone)
7. Pierre-Louis, 6
Analysis:
o Environmental scanning
Competitive museums: Direct and Indirect
Direct – (Feature same/similar styles of American/contemporary art):
MoMA (Museum of Modern Art), MoMA PS1 (MoMA affiliate), The MET
Breuer (MET affiliate), M.A.D (Museum of art and design), New Museum of
Contemporary Art
Indirect – (Popular NYC museum that feature art other than contemporary
American art): Guggenheim, The Met, The Cloisters (Met Affiliate), The Frick
Collection, The Brooklyn Museum
Cultural activities for kids and family: Zoo’s, Performing arts centers, Historical sites
and other locations
**Insights: Of these top competitive museums for The Whitney, most do not offer fully comprehensive
family program offerings with the exception of the Guggenheim. All others offer highly limited special
events or group discount offering for families of certain sizes.
S.W.O.T.
o Strengths:
Long standing historic Name value that establishes and differentiates it from
many direct competitors.
One of a few modern and design museums that offer family friendly/kids
activities,
‘The focus on American arts and culture makes the museum more
appealing from an educational stand point of American History, and the
arts’ ~Jacquelyn Rivas, 2nd grade teacher, interview. Sentiments Echoed by ~ Angela
Moore, Middle school dean interview in the Bronx
Collaborative partnerships with Tish school providing art experts and educators
for children.
8. Pierre-Louis, 7
Aspect that can be leverage to promote within school systems.
o Weakness:
Family/kid offering have limited to no visibility, on social media and within press
Confused messaging on family offerings by museum staff
Chaotic website presence buried under and separate tabs and in disjointed
areas
Lack of media kit and information to share with press and influencers
Disorganization with internal communications process makes for frustrating
external experience
Missing out on the benefits of mobile promotion and direct engagement
through use of apps and other mobile technology.
o Opportunity:
Trendy hipster artsy location
Appealing to Kids, Teens and tourist with local attractions and nearby
things to do
Great for positioning the Whitney as an ‘IT place’ for dates etc.
Great foot traffic, located directly at the end/beginning of the Highline.
Great for leveraging the local population and exposing through them.
Huge awareness by local businesses and hotels for mutual concierge program
benefits
4 of some popular hotels near the Whitney surveyed (as listed by Yelp!
ratings): to gauge options for being listed as a nearby or popular
attraction and possibility for concierge referral partnerships. Featuring
small discounts off of stay or museum membership/entry, in exchange
for promoted referral of each other’s offerings (Family program
offerings particularly).
9. Pierre-Louis, 8
1. Liberty Inn: does not have concierge service but already makes
personal recommendations for the Whitney as a nearby
attraction (No point of contact person)
2. Chelsea Pines Inn: has concierge service already listing the
Whitney as nearby attraction. Very interested in a referral
concierge partnership the offers small percentage discount for
stay (Sean – manager: Sweathers@chelseapinesinn.com)
3. The Standard hotel: Has concierge and list the Whitney. Must
coordinate with marketing depart about establishing more
collaborative partnership, but it’s a possibility (Caitlin
McConnell-Marketing: cmcconnell@standardhotels.com)
4. The Maritime hotel: Concierge services also recommends The
Whitney. General manager would be open to discussing more
collaborative efforts. (Patricia the general manager:
Patricia@themaritimehotel.com)
** Insights gained from direct calling various nearby concierge services: The Whitney Museum name
carries a lot of weight and value particularly for the immediate population. Most hotels and concierge
services have them listed or make personal recommendations. Many of the businesses in the area
would be more than happy to collaborate in some sort of partnership efforts with the organization.
Possibly to the extent of offering discounts to museum patrons just for being referred from The Whitney
museum. Making the possibility of some sort of concierge service very realistic with minimal effort.
Contemporary American arts museum great angle for promoting as an
educational resource
Interns and art educators can lead monthly workshops at various
school’s/ arts programs/afterschool programs throughout the city and
provide take home materials for the kids that will provide incentives for
family trips to the museum.
10. Pierre-Louis, 9
o Threats:
NYC dense population of museums, historical and cultural sites, Zoos and other
art & cultural program running throughout the city. Fierce competition for
families to attend events and locations.
Benchmark Baselines for evaluation: review and breakdown 3months prior to new
communications campaign
o Overall ticket sales
o Family program attendee numbers
o Community management gauging social media mentions (i.e. #AtTheWhit)
11. Pierre-Louis, 10
O. Objectives: Overall goals to be achieved with this campaign
Re-organize and further develop Whitney family offerings into a comprehensive and cohesive
program
o Setting dedicated day per week for educational group tours at ideal times for families
and educational organizations (i.e schools).
o Develop schedule to host special one time or rare events and activites (i.e. 3rd
Sat. of the
month guest artists)
o Offer weekday educational tours during set hours for more organization and ease of
planning for school trips (10am -2p)
o Offer free access for pre-registered school tours on a set day (i.e Tuesday schools can
coordinate guided tour through the museum)
Clarify internal and external messaging and communication efforts around the Family fun
programs.
o Training all ticketing and customer service staff on all family offering logistics. Days,
times, age ranges, pricing (group pricing, family pricing) and special events
o Re-design or develop new Whitney Family program web presence that highlights the
Family and kid’s offerings as opposed to hide or bury that info. (Could be as simple as a
new tab on the websites main page specifically for family program offerings that houses
days, times, age groups pricing and special events)
Expand and capitalize on Whitney’s Social and digital presence to build exposure
o Cultivate engaging social media campaign that encourages visitors and participants to
share and engage
Identify and differentiate Family program offerings from other Whitney offerings and other NYC
kids themed offerings.
o Competitive advantage: Developing a focus on providing comprehensive arts and
culture program for family, kids and educators in a safe and organized facility and
structure.
12. Pierre-Louis, 11
Increase and promote the Whitney museums Kids and family programs, to generate increased
patronage and participation.
o Developing media kit for family program, organizing special launch event, targeting
press and influencer like mommy bloggers.
o Concierge service for near-by family friendly attractions, kids themed restaurants, parks
in the city, recommended hotels.
Local site and transportation map possible
Partnership referral network between The Whitney and local business to
collaborate on rewards for using partner services (i.e. Discounts of one night
stay as ‘partner hotel’ when registering for a Whitney museum membership)
13. Pierre-Louis, 12
P. Program/Plan: Specific actions to be taken towards objectives (Strategies and tactics)
Re-organize and clarify internal communications effort around Family program offerings
o Redesign website to organize and unify all program offering in one easy to find place
o Showcase with a dedicated easy to see tab on the home page
o Train customer service, general information and ticket staff on all of the offering, pricing
and policies of the family programs
o Assign Family program assistant to be liaison between the family programs, marketing
and communications department. Providing weekly update on what each is doing in
regard to the family program offerings.
This will help clarify all internal messaging struggles with regard to the family
program offerings.
Media Placement:
o Reframing the Whitney Museums family offerings as ‘A shift in focus to providing art
and culture to families and children, in new dynamic ways’!
o Overhaulling the ‘Family program’, to the new ‘Family Fun Programs’ at the Whitney!
Re-presenting the offering as new and valuable.
o Create media/press kits for the New Family Fun programs at The Whitney museum
o Initial media target audience listed in the stakeholder research section on page 3
o Create a Re-Launch event of the new and improved Family Fun program
o Send personalized media kits and invites to attend re-launch event.
Targeting the tourist sector:
o Generating earned placement with Arts & Culture / Travel sites and influencers (as listed
under stakeholder research on page 3-4)
o 1% percent growth of the annual 4 billion dollars NYC tourism generates in the arts,
would equal to a $40 million dollar gain annually.
o Can leverage the new concierge service toward tourism promotion and marketing.
Build awareness throughout local schools in both lower Manhattan and the 5 boroughs.
Leveraging Tisch education partners.
14. Pierre-Louis, 13
o Target schools with arts programs among the age ranges to do school day trips at group
discounts.
o Develop workshop curriculum based off the Family program offerings available at The
Whitney.
o Using Tisch teaching fellows with Whitney museum reps to present workshops at
elementary schools, arts programs and afterschool (month to month)
o Promote directly to families through the distribution of the Family program marketing
materials to student workshop participants
Materials should include Dates, ages groups, activities, discounts and other
promotional material
Clear concise format with minimal pages
Develop social media and digital campaign promoting Whitney family fun activities and more:
(as described in the objectives section on page 9)
o Promoting easily measurable hashtag campaign via social media platforms, to followers
(i.e. #AtTheWhit) (#WhitneyFamilyFun), with incentives for those whose content are
most like or re-shared
Engaging social media contest potential (i.e. whomever has the best post of the
day get #DateNight #AtTheWhit passes. Entry for 2, Saturday evening)
o Promoting and developing collaborative partnerships with social media influencers: (As
described in stakeholder research on pg. 4)
o Distributing media kits and re-launch event invites to valuable blog sites and Influencers
Launch family focused concierge program for Whitney attendees: (As discussed in the
opportunity section page 8-9)
o Creating partnership referral network with rewards and incentives for patrons
participating with our partners and vice versa
o Providing a listing of nearby attractions, restaurants, parks and hotels great for kids and
families.
o Transportation maps for patrons wanting to get around
o Concierge services available via phone calls for Whitney members
15. Pierre-Louis, 14
E. Evaluation: Means by which we measure our progress toward fulfilling set objectives
Registering all 1st
time families and participants within Family program activities through sign in
sheet
o Promotional incentives for future discount and access to upcoming events etc.
o Add to mailing list (email preferred)
o Following up participation/satisfaction surveys.
Establishing baseline of museum visits/sales for Whitney Family Programs during particular time
period and monitoring for growth though out campaign
o Reviewing sales for at least 3 months prior to campaign launch
o Differentiating between general sales/visit and Family Fun program visits (prices vary,
should be simple to identify)
o Comparing every quarter (3 months) for a period of at least 1 year
o Adjusting as needed based on periodic measurements. (adjusting such as additional
promotions, creating press releases for additional media placement, surveying past
participants and/or targeting specific influencers with free access to visit/participate in
‘family fun programming’, to continue generating buzz and awareness)
Monitoring website analytics to measure users accessing Whitney Family programs page directly
o Can view how many, how often and how long the page is accessed
o Link the correlation between that and Family fun program sales and participation
Community management of Social media campaign & monitoring.
o Gauging the rise in likes and follows
o Monitoring for use and rise of #campaign mentions (#AtTheWhit) (#WhitneyFamilyFun)
o Monitoring for Whitney Museum mentions among users of social media platforms.
o Facebook, Twitter and Instagram
16. Pierre-Louis, 15
**Additional program/plan option: Launch Whitney Mobile App!
“Mobile apps increase engagement with customers. They boost repeat visits, and permit a wide variety
of online transactions, including the deployment of loyalty cards, push promotions, and ecommerce
transactions. Apps deliver coupons and send announcements that build your sales with customers.
Apps also accelerate contact with your company, which enhances relationships with customers in a
world where speedy responses are prized by buyers.” ~Scott Shane, Entrepreneur, Jan. 26 2016
App summary:
Well Developed Mobile app, that Highlights Whitney Family programs while promoting other
Whitney Museum offerings like:
o Memberships
o New installation and special event and promotional notifications
o Sneak peaks and advance looks at current art installations
o Merchandising, advance ticket sales and art replication sales
o Accessibility features like audio and video guided tours (as ported directly from
website for mobile usage
o Social media plugin
Can connect to user’s social media profiles to
Can upload images, videos etc. for content creation during Visit
Can have preloaded hashtags as determined by the campaign, that
users can choose from to represent their activity at The Whitney
o Concierge service baked into the app
Local eateries
Attraction nearby and throughout the cite
Maps that include parks and MTA system (can be simply ported over
directly from google and/or MTA)
Local hotels
Feature partners and recommended services
Rewards/incentives program (like discount offering with partnered
organizations)
Will also feature Family section with games and select guided tours specifically curated for
families by Art educators and staff
Topical app development research
o Professionally polished fully developed version 1 apps range up to $150,000
o Initial app developers estimate $67,000
o App can be leveraged to sell memberships, merchandise & products, promote events
(family fun and more), cull contacts, create social engagement, cull and provide
analytics and data on attendees while providing accessibility value to users from
children to the disabled.