Intensivdagarna Heart in community tim merriman lisa brochu
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Put the HEART Back In Your Community: Unifying Diverse Interests around a Central Theme by Tim Merriman, Ph.D., CIP, CIT
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Transcript of Intensivdagarna Heart in community tim merriman lisa brochu
Put the HEART Back In Your Community:
Unifying Diverse Interests around a Central Theme by Tim Merriman,
Ph.D., CIP, CIT
Geography of Nowhere W.H. Kuntsler
Community Attractions
Community Experience Plan
Corridor Experience
Plan
NAI Definition of Interpretation Interpretation is a mission-
based communication process
that forges emotional and
intellectual connections
between the interests of the
audience and the meanings
inherent in the resource.
Traits - Descriptors
Tangibles - Traits
Yellow Hard Rock Calcium Egg-shape Pitted
Story
Intangibles - Ideas
Miracle Faith Hope Bezoar Healing Life
Tangibles ---- Intangibles
Yellow Hard Rock Calcium Egg-shape Pitted
Miracle Faith Hope Bezoar Healing Life
Universals
Yellow Hard Rock Calcium Egg-shape Pitted
Medicine Faith Hope Bezoar Healing Life
Henri Poincaré
Just as houses are made of stones, so science is made of facts. But a pile of stones is not a house and a collection of facts is not necessarily science.
Pine & Gilmore’s Theory
• Agriculture economy
• Manufacturing economy
• Service economy
• Experience economy
Traits of Experience Economy"
• Theme the experience"
• Harmonize impressions with positive cues"
• Eliminate negative cues"
• Mix in memorabilia"
• Engage all five senses"
Pine and Gilmore 2000
Visitor Experience Model
Entry Exit Connections
Decision
Commitment Interpretive Planning, Brochu 2003
Commmunity HEART
• Holistic • Engaging • Appropriate • Rewarding • Thematic
Holistic • Community Experience Plan with major stakeholders
- Assessment Tool - Planning Tool - Funding Tool - Evaluation Tool
• Coordinated marketing and promotion
• Design Balance
Engaging • Emotional and intellectual connections
• Connects tangibles to intangibles (universals)
- Love, survival, family, life, death
• Relevant to audience experiences
• Social marketing
Through interpretation, understanding, through appreciation, through appreciation, protection.
Freeman Tilden 1957
Curiosity
Understanding
Care about
Care for
Stewardship
Awareness
Dragged Along
Social Marketing - The Interpretive Continuum
Appropriate
• Message is appropriate for core values
• Authentic experiences for the community
• Experiences designed for target markets
Audience Interests
• Experience Seekers
• Facilitators
• Hobbyists / Pros
• Spiritual Rechargers
• Explorers From Why Zoos Matter by Falk, et al
Rewarding • Triple bottom line
- Economy - Ecology - Equity
• Logic models –Outcomes-based - Output objectives - - Outcome objectives - Impact objectives
Logic Model Objectives align with organizational goals
Impact
Outcomes
Outputs
Goal – Conserve water in the community.
Out
puts Develop
Xeriscape Exhibit Hold 25 Xeriscape workshops Conduct 5 guest seminars on Xeriscapes
Out
com
es
250 in workshops each year 1,000 attend seminars Sell $100,000 in Xeriscape plants annually
Impa
cts Decrease per
capita water use in community by 5% in five years.
Thematic
• Central message or theme unifies diverse interests
• Up to 5 sub-themes support the theme
• Serves as an advance organizer
Hangzhou, China
Water and people in balance create a harmonious union with the environment.
Hangzhou Sub-themes • Hangzhou has integrated all kinds of water scenery including rivers, lakes, the sea and brooks.
• Hangzhou has become prosperous due to rivers over thousands of years of history.
• Protection of Hangzhou’s water quality protects our quality of life.
The National Tea Museum
Hangzhou,
China
Mto wa Mbu – Tanzania Mosquito Creek near Ngorogoro Crater
The farther backward you can look, the
farther forward you are likely
to see.
Winston Churchill
http://www.communitieswithheart.com
Heritage helps people value the past and imagine the future.
" by Lisa Brochu and Tim Merriman
http://www.heartfeltpublications.com http://www.amazon.com
