Goals, Objectives, Strategies & Tactics

Alisha DurginJerica Dziki

Asher GeiselLauren Palazzo

Goals

1.To increase repeat visitors to Fort Ticonderoga.

2.To increase number of younger audiences (25-45 years old) to Fort Ticonderoga.

Objectives1.To increase repeat visitors by 12% to

Fort Ticonderoga over the span the next 3 years– 2012-2014 seasons.

2.To increase number of younger audiences (25-45 years old) by 10% to Fort Ticonderoga over the span of the next 3 years– 2012-2014 seasons.

Strategy #1

Host event to showcase Fort Ticonderoga and get visitors to the Fort using the event as an incentive and draw younger audiences.

Tactics• Bi-annual Clam Bake

• Host Adirondack Region for New York state’s National History Month competition

• Mother’s Day Tea Party

• Annual Easter Egg hunt for children

• Annual canoe race

• Annual fishing competition

Strategy #2*

Design rewards system to document and encourage repeat visitors and record visitors’ age.

* Pertains to Objective #1

Tactics• Punch card system

• For every third visit (third punch on punch card) get a gift certificate to a local eatery

• Signs up visitors for the Fort Ti Quarterly– a newsletter with the season’s events and news

Strategy #3

Utilize media to create an awareness of the Fort and its events, programs, and other offerings to the public.

Tactics• Sending out press

releases for every event to local media outlets.

• Sending out press releases for relevant events to national media outlets (i.e. the re-enactments)

• Video New Releases

• Actively seeking media placement (HARO)

• Partnership with local news station for a short monthly segment

Strategy #4*

Create a brand personality through a recognizable character.

* Pertains to objective #2

Tactics• Create a figure known as

the “Colonial Man,” with name TBD

• Video segments showing him trying to fit into a modern world

• Theme based on slogan: “Where does history fit today?... Find out at Fort Ticonderoga.”

• Videos used on YouTube channel, local TV stations, and the figure will also be shown in print ads and public transportation advertising

Strategy #5

Create more interactive components on-site.

Tactics• More re-enactments

• Hands on activities during the tour, i.e. soap making, churning butter, etc.

• Develop a day-camp program for kids with activities related to colonial life like embroidery, basket weaving, and the like.

Strategy #6

Create a theatrical element to the Fort.

Tactics• Build a performance center

where brief historical shows are performed

• Student groups and acting troops will be invited to perform as well

• Design an outreach program where representatives (in costume) visit schools and present history in an exciting way– through role playing.

Strategy #7*

Improve social media usage.

* Pertains to objective #2

Tactics• Use more hashtags and

user tags on Twitter; link to current trends and topics

• Change timing and frequency of Tweets

• More blogging (2x a month)

• Link all social networks

• Promote social networks at the fort (Foursquare promotions)

• Actively seek more followers and likes

End.