The Beaumont Heritage Society

Group 6: Ethan Biri, Aarynn Davis, Rachel Green, Jeanna Gonzales,

Yahaira Ramos

Table of Contents3. Executive Summary4. The “Big” Idea5. Research6. SWOT Analysis7. Marketing Objective8. Advertising Creative and Media9. Promotional Events10. Event Reminders/Social Media Ads11. Event Reminders/Flyers12. Media Flowchart13. Media Strategy14. Measurement15. Evaluation

Executive SummaryOur organization has been around since 1967 when the citizens of Beaumont wanted to save the older buildings rather than demolish them. In 1990, the society saved the David French House, which was built in 1850, and is now being used for offices. The most recent project was the Chambers House which reopened for tours May 2007.

Our campaign of #MAKINGHISTORYFUN will be able to:

● Spread awareness of The Beaumont Heritage Society● Spread awareness to citizens of the Golden Triangle● Provide relevant information to citizens on historical attributes of Beaumont● Target everyone, no one group will be left out

Our team was able to do on site research, library research, media research and a budget analysis. Creating a SWOT analysis gave us an insight into our areas of focus for the campaign. From our research we created a Marketing Objective and Advertising Creative to promote our campaign of #makinghistoryfun. We created four big promotional events to coordinate with the four seasons in order to expand our community outreach. We created a budget of $7,000 to implement our Media Plan and Strategy. In conclusion we created a Measurement and Evaluation plan to make sure our campaign is successful in creating more awareness, providing relevant information and reaching the citizens of the Golden Triangle.

The “Big” Idea #makinghistoryfun

Throughout all our events we will have ads before, during, and after with the hashtag #makinghistoryfun. We are encouraging all participants of the events to use this hashtag in pictures and post to help increase awareness and help our media team keep track of how our following is improving.

ResearchOn Site:

● We viewed and toured the Chambers House where they host several events that The Beaumont Heritage Society hosts.

Library:

● We explored the history of The Heritage Society and their current clientele. Create a mail out survey for all of our previous and current members to help better determine campaign strategies.

Media:

● We researched the current social media, events, and website to be able to determine how to better target our audience.

Budget:

● We did a budget analysis to find that funding comes from Hotel Taxes, Membership fees, donations, The Chambers Trust and Event Fees.

SWOT AnalysisStrengths:

● Family Oriented ● Affordable ● Seasonal events and activities

Weaknesses:

● Lack of Awareness● Events held once

Opportunity:

● Enhancing education● Entertainment for both parents

and children ● Bring Families togetherThreats:

● Outside family- orientated events (Jefferson Movie Nights)

● Other Adult events (Beer Fest)

Marketing Objective

The target audience would be shown a strategic placement of seasonal ads for each of the four seasons through local media outlets.

● Create 4 - 4 month seasonal campaigns● Use social media, Newspapers, school newsletters, event ads and media to promote our seasonal

campaigns.● Establish a “Making History Fun” connection● Involve Lamar University and local public schools● Promote #makinghistoryfun

Advertising Creative and Media

● 4 Seasonal Promotions:○ Spring - March thru May○ Summer - June thru August○ Fall - September thru November○ Winter - December thru February

● Revamp Website, Facebook, Twitter and Instagram● Update our social media sites, with post or pictures, three times per week.● Advertise events in local University and public school media channels, local

newspapers and local radio stations.

Promotional Events

Spring:

Fall:

Partner with Painting with a Twist and Cotton Creek Winery for a family painting and wine tasting night on the French House Lawn

Partner with Terrell park for a hayride through the park

Summer:

Winter:

Partner with Giglio Dist. for a Beer Fest and Live music

Partner with local choir groups for hot drinks and carols on the Chambers lawn

Event Reminders from Members/Social Media ADs

Event Reminders/Flyers

Media Flowchart

Media StrategyNontraditional:

● Snapchat-

○ Filters for all events using

#makinghistoryfun ● Instagram-

○ Sponsored ads for events to

increase awareness

● Facebook-

○ Use to report all events

happening and use this to share

photos using #makinghistoryfun● Twitter-

○ Reach awareness to potential

students, and other adults

Traditional:

● Beaumont Enterprise-

○ Increase knowledge of society to families

and young adults of the community● KQXY-

○ Local radio station used to increase the

grasp of the organization.● Cat 5-

○ Local magazine that spotlights events that happen in the area

○ Promote awareness and

#makinghistoryfun● School newsletters-

○ Local middle school and high school newsletters promoting events

● Flyers-

○ These will be passed out at events to show

other events coming up that season ● Postcards-

○ Sent to members of the society, these will

also be posted on social media sites

promoting #makinghistoryfun

MeasurementWe plan to:

● Tally the number of Facebook followers at the beginning and end of each of our 4 events.

● Tally the number of Instagram followers at the beginning and end of each of our 4 events.

● Tally the previous year sign-in sheets for each month and compare it at the end of our events.

● Tally increase in Memberships at the beginning and end of each of our events.

EvaluativeIn order to make sure our campaign is running smoothly we plan to keep track of what's been going on by:

● Tracking all of our followers on Facebook, Instagram, and Twitter to see if there’s any increase

● Keep all social media sites updated for the events that are coming up● Surveymonkey people that are there at the events to see how well everything

is being ran. We will hand out incentives for each main event of the season such as:○ A ticket for a free beer - summer event○ A ticket for a free wine - spring event○ A ticket for a free popcorn - fall event○ A ticket for a free hot drink - winter event