NH Aviation Museum Direct Marketing Plan Presentation
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Transcript of NH Aviation Museum Direct Marketing Plan Presentation
2016 Direct Marketing PlanAviation Museum of New Hampshire
Chris Jenard, Ashley Seddon, Skip Spoerke, and Sarah Stiles
Agenda
✈Key messages✈Strategies✈Tactics✈Schedules✈Budget✈Return on investment
Image source: https://1inawesomewonder.files.wordpress.com/2011/11/img_6047.jpg
Key Messages
Key Messages
Events, like auto shows and homebuilt aircraft shows feature innovation and creativity.
The Aviation Museum of New Hampshire is a unique venue to host a party. Catering is available.
Some of the best events, like luncheons and select fly-ins, are members-only.
Local, affordable, and incredibly educational (shh, don’t tell the kids).
Events create memories for young families.
Free admission, gift shop discounts, and exclusive member-only events are just a few reasons your family will love being members.
Youn
g Ad
ults
Youn
g Fa
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Strategies
Direct Mail: Increase Visitation
✈Four personalized postcards✈ Two for young adults✈ Two for young families
✈Discount/Free admission offers✈Compiled lists✈Target audience per mailing:✈ 250 young adults✈ 250 young families
Image source: http://grosvenorauctions.com.cluster.cwcs.co.uk/dyn_pages/stamp_images/62/9722.jpg
Direct Mail: Increase Museum Membership
✈Two personalized scratch-off postcards✈ One for each audience
✈Limited time discount membership rates✈House list✈Target audience per mailing: ✈ 250 young adults✈ 250 young families
✈Social media URLs on all:
✈ Self-mailers
✈ Interactive mailers
✈Call to action to follow the museum on:
Direct Mail: Increase Social Media Following
Image source: https://commons.wikimedia.org/wiki/File:Facebook_logo_(square).png
Newsletter: Increase Visitation
✈ Monthly showcase of museum events
✈ Quarterly discounted admission coupons
✈ Discounted admission for signing up
✈ Offers of new and on sale gift shop items
✈ Customized for young adults
✈ Customized for young families
✈ Personalized for the recipient
Image source: http://quickmail.com.au/wp-content/uploads/2016/02/enewsletter-laptop-promo.jpg
Newsletter: Increase Membership
✈ Stories about museum members
✈ Member-only events emphasized
✈ Semi-annual membership discount offers
✈ Customized for young adults
✈ Customized for young families
✈ Personalized for the recipient
Image source: http://businessblog.winweb.com/wp-content/uploads/2011/12/email-businessblog-winweb.jpg
Newsletter: Increase Social Media Following
✈ Links to Instagram and Facebook in every newsletter
✈ Links to Facebook events and event photos on Instagram
✈ Call to action to follow the museum on social media
✈ Customized for young adults
✈ Customized for young families
✈ Personalized for the recipient
Social Media: Increase Visitation
✈ Museum event invitations sent to fans on Facebook
✈ Discounted admission for newsletter sign-up
✈ Offers of gift shop items
✈ Instagram photos of exhibits and events
Social Media: Increase Membership✈ Stories about young adult and family museum members
✈ Member-only event invitations for nonmembers that follow the museum on social media
Social Media: Increase Social Media Following
✈ Daily engagement with young adults and young families who follow the museum on social media
✈ Facebook event invitations and photos on Instagram to promote engagement
✈ Clear call to action to follow the museum on Facebook and Instagram
Tactics
✈Offer One: Free admission for two to 2016 Homebuilt Aircraft Fly-in✈Offer Two: Free admission for two to 2016 Car Show✈CTA: Present postcard✈Mailing Quantity: 250, 4.25”x6”✈Full color, front and back✈Optional add-on:
QR code for 20% discount for giftshop
Personalized Postcards for Young Adult Males
Image source: http://olddesignshop.com/wp-content/uploads/2014/11/OldDesignShop_ShabbyPostcardBackGreen.jpg
Personalized Postcards for Young Families
✈Offer One: Free family admission to museum✈Offer Two: Free family admission to 2016 Homebuilt Aircraft Fly-in✈CTA: Present postcard✈Mailing Quantity: 250, 4.25”x6”✈Full color, front and back✈Optional add-on:
QR code for 20% discount for giftshop
Contingency plan: Geo-targeting/Geo-fencing mobile messaging
Image source: http://images.clipartpanda.com/prop-clipart-9cRzxnKce.png
Example Personalized Postcard: Front
Example Personalized Postcard: Back
Personalized Scratch-Off Postcards
✈Offer One: Free one-year membership✈Offer Two: 50% off one-year membership✈CTA: present postcard at admission counter✈Mailing Quantity: 200 each offer, 4.25” x 6”✈200 young adults✈200 young families
✈Full color, front and back
Contingency plan: Personalized letters
Image source: https://www.amazingmail.com/img/scratchoff_img2.png
Electronic Newsletters
✈ Upcoming event showcase
✈ Call to action: intent to attend
✈ Promotions of new and on sale gift shop items
✈ Call to action: buy now
✈ Story previews about museum members
✈ Call to action: continue reading
Contingency plan: SMS messaging
✈ Links to social media accounts
✈ Call to action: follow the museum
✈ Links to Facebook event invitations
✈ Call to action: intend to attend
✈ Links to event photos on Instagram
✈ Call to action: see what you’re missing
Social Media
Facebook✈ Facebook events
✈ Sales and discounts through personalized messages
✈ Invitations to member-only events for nonmembers
✈ Electronic newsletter signup form with discounted admission
✈ New and upcoming exhibits
Contingency plan: Only use Facebook
Instagram✈ Event and exhibit photos
✈ Custom hashtags
✈ Short and pronounceable is best✈ Research: https://www.hashtags.org
✈ Custom hashtag examples
✈ #AviationNH
✈ #HomebuiltNH
✈ #AviationCarShow
Schedules
Direct Mail Schedule
Electronic Newsletter Schedule
Social Media Schedule
✈Estimated required time per day: 30 minutes per platform (Total of one hour)✈Share a story about one museum member on Facebook—weekly✈Comment on 5-10 aviation posts and media per platform—daily✈Engage at least 10 followers per platform—daily✈Connect with at least 12 new people per platform—daily
Budget and ROI
✈Exceeds budget by $180✈Compiled list costs: $200✈Postcard costs: $592✈Scratch-off costs: $388✈Save up to $455 this year by
switching from Constant Contact
Budget Details
Direct Mail: $980Compiled Lists: $200Electronic Newsletter: $0Social Media: $0Grand Total: $1180
✈$1180 total cost
✈ Response rate: 17%
✈ Conversion rate: 8.5%
✈ Average sale: $12.50
✈ ROI: 158.69%
✈Profit: $1,872.56
Expected ROI
✈$1404 total cost
✈ Response rate: 17%
✈ Conversion rate: 8.5%
✈ Average sale: $12.50
✈ ROI: 117.42%
✈Profit: $1,648.56
THANK YOUAviation Museum of New Hampshire
Questions/Comments?