-
This project was completed on Jun 8, 2023
-
Matched with Gordon M.
-
See the Impact story
Marketing Strategy Consultation
James Monroe's Highland (William & Mary)
James Monroe's Highland (William & Mary)
0
9
Marketing Strategy Consultation
Project details
What we need
- 3-5 one hour strategy sessions with a marketing professional covering topics like marketing channels, messaging, branding and target audiences
- A written summary of marketing goals, target audiences and channels to prioritize
- A starter plan of recommendations & actionable next steps to begin executing your strategy
- Note: This project does not include the creation of content such as emails, print materials, or social media posts
Additional details
Like many tourist destinations, Highland closed to the public during the peak of the COVID-19 pandemic. We took this opportunity to re-interpret and re-curate many of our exhibit spaces, further aligning our visitor experience with our research-driven inclusive narratives. These new exhibits also reflect a shift from a guided tour format to a self-guided visit. With COVID-19 waning we feel it is appropriate to reassess how we market our programming to a wider and more diverse audience.
What we have in place
- Our marketing efforts were largely put on hold as the pandemic peaked and Highland was closed to the public. The historic site reopened in August of 2020, and since that time our advertising has been limited to our social media presence, email, and local rack card distribution. Our Marketing department is small and agile and we have the capacity to create content and collateral in house, including web and print.
How this will help
This project will save us $2,998 , allowing us to continue our efforts to focus on creating visitor experiences for a more diverse audience. This is an excellent opportunity to assist a nimble team of museum professionals create a new marketing plan.
Our hope is that a new marketing plan will help us to more efficiently promote our general admission and group experiences, while reaching a larger, more diverse range of potential visitors.
Project plan
Our mission
Highland's mission is to engage the public in learning about U.S. history through inclusive narratives of Highland and the people who lived on the property, with a focus on the period of James Monroe's ownership.
What we do
We promote diverse narratives of Highland, including the histories of James Monroe and family, visitors, and the enslaved people who lived and worked there. Interpretation at Highland connects individuals' stories with the themes and events of U.S. history relevant to the years of Monroe's public career. Highland is distinguished by its joining of public and academic history and advancing this vision using new and traditional technology. Highland is uniquely placed to serve as a laboratory for creative public history as a division of William & Mary, an institution of higher education with a commitment to excellence in research and teaching at all levels and renowned doctoral programs in history, anthropology, and American studies.
Testimonials
(No testimonial has been submitted by Jason)
(No testimonial has been submitted by Gordon)
