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

Facebook

• Profile picture

• Calendar of Events

• Link to website

• More detailed information

• Engage community

Twitter

• 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