Strategic Marketing Plan for the Charms of Fairmount Park

Eight Marketing

From methodology: "The Fairmount Park Historic Houses Marketing Program consisted of three main components: Marketing: Eight Marketing led the marketing aspects of this project. Marketing served as the framework for this project, leading off the endeavor with a marketing summit to collect group input and experiences, formulating the creative direction for the project and recommending the marketing objectives, strategies, partnerships and initiatives contained in this document. Research: The Melior Group led the research aspects of this project. Research was conducted at the onset of the project to measure awareness, interest and impressions of FPHH among audiences interested in visiting historic sites, destinations and museums. The research began with focus groups comprised of visitors and non-visitors. This qualitative research was followed by a quantitative internet survey designed to measure deciding factors in visiting historic properties and to evaluate creative approaches. A final focus group was held to test the proposed creative branding. Creative Development & Branding: Caspari McCormick led the creative aspects of this project. The creative team developed the brand scope, positioning and creative execution. These three components were interwoven to ensure that all marketing and creative had a research base, all research was based on group dynamics and all creative would be embodied through the marketing. Simply stated, the goal of the FPHH initiative is to increase attendance to, awareness of and participation with the Fairmount Park Historic Houses. To accomplish this goal, FPHH will take on a strong group positioning and together form strategic alliances and partnerships, the most important of which would be among its houses." Funding was provided in part by a 2008 Preserve America grant to City of Philadelphia (grant number 42-08-AP-4131) for the Fairmount Park Houses Heritage Tourism Study. The grant was administered by the State, Tribal, and Local Plans and Grants Division, National Park Service, U.S. Department of the Interior. Preserve America is a federal initiative that encourages and supports community efforts to preserve and enjoy our priceless cultural and natural heritage. The goals of the program include a greater shared knowledge about the nation's past, strengthened regional identities and local pride, increased local participation in preserving the country's cultural and natural heritage assets, and support for the economic vitality of our communities.

Strategic Marketing Plan for the Charms of Fairmount Park

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