Chicago Architecture Foundation - Around Chicago in 85 Tours


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Presented by Jennifer Lucente at Chicago AMA's BrandSmart 2010 on June 24 at the UIC Forum.

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Chicago Architecture Foundation - Around Chicago in 85 Tours

  1. 2. Founding of CAF Glessner House Santa Fe Building
  2. 3. Architecture River Cruise Voted Chicago’s #1 Architecture Tour 200,000 people take CAF’s River Cruise every year
  3. 4. HAPPY HOUR TOURS Tours
  4. 5. Programs, Exhibitions, Education, Events Award-winning K-12 textbooks & curriculum Chicago Model City exhibition Programs and lectures Special events
  5. 6. Docents More than 450 docents volunteer their time to lead CAF’s 85 tours
  6. 7. Our audience…
  7. 8. Research study showed… Opportunity audience 25-44 years old Cultural events Architecture & design Chicago history & future
  8. 9. Beyond the River Cruise… I CAF River Cruise … but weren’t connecting with the rest of CAF LOVE the River Cruise…
  9. 10. Connecting Opportunity audience Tech-savvy Using social media to connect with others Taking it mobile
  10. 11. CAF’s social media Facebook: Twitter: @chiarchitecture <ul><li>Strong interest in CAF </li></ul><ul><li>Research study was right </li></ul><ul><li>No corporate voice </li></ul>
  11. 12. Bridging the gap Converting our strong online audience into a participating audience
  12. 13. Parameters <ul><li>Audience </li></ul><ul><li>Catchy, fun, interesting </li></ul><ul><li>Easy to participate online & in real life </li></ul><ul><li>Genuine, personal, down-to-earth </li></ul>
  13. 14. Parameters <ul><li>CAF </li></ul><ul><li>Low or no cost </li></ul><ul><li>Manageable just by me </li></ul><ul><li>Keep CAF “as is” </li></ul>
  14. 15. Goals <ul><li>Increase awareness & participation online & in real life </li></ul><ul><li>Position CAF as a leader in social media marketing </li></ul><ul><li>Create network of online brand ambassadors </li></ul><ul><li>Bring in revenue </li></ul>
  15. 16. Take all of CAF’s 85 tours within one year Around Chicago in 85 Tours Document the challenge online:
  16. 17. Around Chicago in 85 Tours Blog
  17. 18. All 85 tours… Alta Vista Terrace Architecture River Cruise Beverly: Elegance on the Ridge 1 Beverly: Elegance on the Ridge 2 Bike the Lakefront Bridgeport Bungalow Belt By Bus (North Route) Bungalow Belt By Bus (South Route) Chicago Board of Trade Chicago Old and New: Intersections Churches by Bus Daniel Burnham: Architect, Planner, Leader Devil in the White City Companion Bus Tour Downtown Deco Emerging Chicago Evanston Along the Lake Farnsworth House Fine Arts Building Frank Lloyd Wright by Bus Frank Lloyd Wright in Oak Park Frank Lloyd Wright Neighborhoods by Bus-Saturdays Gold Coast: Astor Street Gold Coast: Dearborn Street Graceland Cemetery Graceland: A Second Look Green Inside Out Highland Park Walk Highlights by Bus: Robie House Historic Downtown (north): Treasures Historic Downtown (south): Rise of the Skyscraper Hyde Park Jackson Boulevard Jenney, “Father of the Skyscraper,” and His Legacy John Hancock Building Kenilworth - North Route Kenilworth - South Route Kenwood Lake Forest Cemetery LaSalle Street Towers of Finance Lights, Camera, Architecture! Lincoln Park Zoo: the Architecture Logan Square Loop Tour Train Louis Sullivan: Lost & Found Macy’s on State Street Magnificent Mile
  18. 19. … continued… Marquette Building Merchandise Mart Michigan Avenue: Chicago's Landmark Streetwall Mies & Modernism: The IIT Campus Tour Millennium Park Revealed Modern Skyscrapers Modern Wing - Art Institute of Chicago Monadnock Building Oak Woods Cemetery Old Town Triangle Palmer House Hotel Tour Parks & Blvds By Bus: Grant & the South Parks Parks & Blvds By Bus: Lincoln & the West Parks Preserving Chicago's Landmarks Printers Row Reliance Building (Hotel Burnham) River North Riverfront Walk I-Main Branch Riverfront Walk II: Fork of the River Rookery Rosehill Cemetery Rosehill Mausoleum Santa Fe Building Sculpture in Lincoln Park Sculpture in the Loop Seats of Power: City, County and State Segway on the Lakefront Sheffield Historic District Sullivan Center (Carson Pirie Scott) Tiffany Treasures in Chicago Uptown White City Revisited Wicker Park Willis Tower and Its Next-Door Neighbor Women of Influence - Graceland Cemetery
  19. 20. Around Chicago in 85 Tours
  20. 21. Benefits for CAF <ul><li>Get to know CAF audience & opportunity audience </li></ul><ul><li>Introduce opportunity audience to CAF </li></ul><ul><li>Grassroots feel…global reach </li></ul><ul><li>Increase CAF docent morale </li></ul><ul><li>Library of content </li></ul>
  21. 22. Media Increased awareness of the Chicago Architecture Foundation
  22. 23. Why would I do this to myself? <ul><li>Learn about tours & audience </li></ul><ul><li>Connect with tour-goers & docents </li></ul><ul><li>Experience…professional & personal </li></ul><ul><li>It’s fun…and I love to challenge myself </li></ul>
  23. 24. Impact on Social Media 39% 95% @chiarchitecture **As of 6/16/2010
  24. 25. Impact on membership New membership up an average of 11% per month
  25. 26. Impact on tours Neighborhood Tours: 190% Highlights by Bus tour: 9.5% Historic Treasures: 15% Green Inside Out: 24%
  26. 27. What I’ve learned… People are listening They also want to be heard
  27. 28. Word of mouth on steroids Testimonials “ Tweetups” Referrals
  28. 29. Recent tweets… “ I can vouch for the fact that your guides are terrific. Our Highlights guide managed her way around a parade and the POTUS” “ I absolutely loved the architecture tour I took with the Chicago Architecture Foundation. I learned a ton about the city!” “ went on the chicago architecture foundation's boat tour this morning. so good! every chicagoan should go and learn about this beautiful city” “ I love Chicago! Currently enjoying the exhibits @ the Chicago Architecture Foundation with the bestest husband & dad” “ @ chiarchitecture Went on your bus and boat tours.The docents were terrific. What an incredible city this is!” “ Love giving my time to @ chiarchitecture because they have done so much for me! Newhouse 08, 07 & 06” “ Took the downtown deco tour today. Thanks for another great tour, @ chiarchitecture ”. “ My pics from Chicago Architecture Foundation's &quot;Devil in the White City&quot; Tour. Highly recommended! ”
  29. 30. Need to be flexible Uptown Saturday, July 10 th CAF TweetUp Tour
  30. 31. Get a team involved Participate in the conversation Stay current Connect with followers Time and dedication Common sense Interest in social media
  31. 32. What’s next for me? The Around Chicago in 85 Tours Challenge continues…
  32. 33. What’s next for you? Follow! @chiarchitecture
  33. 35. Jennifer Lucente jlucente @