Redeveloping Overton Square: A Community Awareness Campaign for Memphis Heritage
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Transcript of Redeveloping Overton Square: A Community Awareness Campaign for Memphis Heritage
Redeveloping Overton Square:A Community Awareness Campaign for Memphis
Heritage
Shannon LittleMaster of Arts in Communication
University of Memphis
Why This Project?
• Why Memphis Heritage?– Activists for preservation– Nonprofit who needs
help• Small staff, large workload
– Credibility issues– Attitude issues
badlights (Resuri): I just heard someone refer to Memphis Heritage as "those communists". Haha. WTH.
• Why Overton Square?– Current hot topic– Attitude issues
*countless articles on failure and dormant state*
Project Outline• Audit
– Questionnaire– In House Survey– Community Wide Survey
• Website• Social Media
– Facebook– Twitter– Flickr
• Print Literature– Brochure– Keystone Improvements– Dissemination Methods
• Where To Go From Here– Boiler Plate messages– Future Campaign Directions
Questionnaire
• June West– Main technology uses
• Keep-in-touch• Stay on call• Task-friendly
• Donna McCraw– Main technology uses
• Keep constituents informed
• Interpersonal
• Disconnects– Communication
• High technology use vs. Email lists
• Reliance on print literature
– Internet use• Frequency of updates
In House Survey
Main Observations:
1.) Memphis Heritage needs to overcome the negativity within the organization.
2.) Memphis Heritage needs to better communicate with its constituents
Less than 1 yr 1-5 yrs
6-15 yrs16-25 yrs
26-35 yrs36-45 yrs
over 45 yrs
Don't currently live
Lived in Memphis
> 1x week
1x week
1x month
1x 6 month
1x year <1x year
Often Visit Overton Square
Familiar with Current Overton Square Plans
Yes No
Members and Volunteers
Community-Wide Survey
Main observations:
1.) Memphis Heritage needs to be seen in a more positive light.
2.) June West needs to be the figurehead of the campaign.
3.) Overton Square needs to be at the forefront of this campaign.
Community-Wide Survey
1-5yrs
6-15yrs
16-25yrs
26-35yrs
36-45yrs
45+yrs
Dont live here
Lived in Memphis
>1x week
1x week
1x month
1x 6 month
1x year <1x year Never
Often Visit Overton Square
Yes
No
Familiar with Overton Square Plans
Outside Population
Project Goals
• Enhance Credibility• Create positive attitudes toward Memphis
Heritage
• Community engagement
Website
• Front page reflects organization
• Database of past accomplishments
• Focus on Overton Square sections
• Profile picture
• Calendar of Events
• Link to website
• More detailed information
• Engage community
• Follow more people
• Changed profile appearance
• Community involvement– Ask questions– Re-tweet relevant information– Respond to questions– #Memphis Fun Facts– Live-tweet Overton Square Meeting
Flickr
• Archive Overton Square photos– University of Memphis Special Collections– Benjamin J. Hooks Memphis Room
• Tag photos
• Join 15 related groups
Print Literature
Brochure• Who is Memphis Heritage
• What is stands for
• Key current projects
• Dissemination strategies
Keystone• Dissemination strategies
• Key areas– Current projects– Active members– Upcoming events
Where To Go From Here
Boiler Plate Messages• Twitter Messages
– Overton Square plans– Flickr archive– Memphis Heritage in the
news• Facebook posts
– Overton square plans– Flickr archive– Memphis Heritage in the
news
Future Campaign Directions• Website• Facebook• Twitter• Flickr• FourSquare• Print Literature• Keystone