Your home.

Your history.
THE WHITE HOME
Katie Samuels. Cara Morgan.
Faith Cook. Patrick Nelson.
Agenda

● Research
● Strategy
● Execution
● Deliverables
● Recommendations
 Marketing Objectives

● Increase event attendance by 25%

● Increase visitation to the White Home by 15%

● Increase membership by 10%

● Decrease the cost of maintaining the White Home by 10%

Situational Summary

● Searching for a niche

● Need for increased foot traffic

● Seeking to gain and maintain membership

 Competitive Analysis

Main Competition: Historic Preservation Competitors:

Historic Brattonsville Historic Salisbury Foundation Inc. $251,000

The Culture & Heritage Museums $87,000 The Belmont Historical Society $200,000

Arts Council of York County $639,000 Charlotte Regional History Consortium $59,000

The Latta Plantation $385,000 Charlotte’s Genealogical and

Historical Society $93,000

The Lancaster Historical

Society $200,000
SWOT Analysis
 Ethnography

● Old Town: Amelie’s, Fountain Park, Freedom Center, 1st Presbyterian, Remedy

● Time: 6 hours, 10:00am-12:00pm

● Observations: Race, Groups/Individual, Vehicles

● Conclusions:
○ Middle to Upper Middle Class
○ Leisure
○ Exercise
○ Religious
Literature Review

● Secondary research

○ Cluster Based Method

○ Storyscaping

○ Economic Sustainability
Psychographics
Psychographics
Demographics
Insights
 IMC Strategy
● Main Tactic: Events and Event Planning

● Goals: Host at least 20 events in 2016

● Integrate themselves with third party events

● Event Schedule

● Social Media Schedule

● Increase Membership
4 P’s of Marketing
Membership
● $25/Yr - Personal Invites to Events

● $50/Yr - 50% off certain events

● $150/Yr - Brick

● $250/Yr -2 Free Events & member’s only events

● $500/Yr -Free to all events,

● $1000/Yr - Overnight Stay in White Home for Authentic Live

Like The White Family Party.
 Creative Brief
● Why are we doing this campaign? ● What is the key consumer insight?
○ creating a lasting connection
○ Adventurous, entertainment seekers
■ attendance, visits,
with disposable income
memberships, space rentals
● Who is our Target Audience(s)?
○ Educated, middle to upper middle
class Rock Hill residents between the
ages of 18-55
 Creative Brief (cont.)
● The main product related proposition
○ interactive, welcoming destination
○ investment lasts for generations
● The core brand positioning
○ inviting, earnest, ideal place
● Personality and Tone
○ Elegant, sophisticated, down-to-earth
○ engaging, encouraging, inviting
● Mandatories
○ Logo
○ Tagline: Your Home. Your History.
Advertising Strategy

● Market Positioning

● Product Differentiation

● Life Cycle

● Low Think, High Feel Involvement

Budget
Event Calendar
FLYERS
Social Media
Social Media Calendar
Social Media
Social Media
Social Media
#Hashtags

● #MyWhiteHome

● #YourHomeYourHistory

● #HistoricRockHill
 Evaluation Methods

● Event attendance

● Visitors attendance

● Membership
Creative Changes

● Fonts

● Colors
Recommendations
Questions?