2016 Direct Marketing Plan Aviation Museum of New Hampshire Chris Jenard, Ashley Seddon, Skip Spoerke, and Sarah Stiles
2016 Direct Marketing PlanAviation Museum of New Hampshire
Chris Jenard, Ashley Seddon, Skip Spoerke, and Sarah Stiles
Agenda
✈Key messages✈Strategies✈Tactics✈Schedules✈Budget✈Return on investment
Image source: https://1inawesomewonder.files.wordpress.com/2011/11/img_6047.jpg
Key Messages
Key Messages
Events, like auto shows and homebuilt aircraft shows feature innovation and creativity.
The Aviation Museum of New Hampshire is a unique venue to host a party. Catering is available.
Some of the best events, like luncheons and select fly-ins, are members-only.
Local, affordable, and incredibly educational (shh, don’t tell the kids).
Events create memories for young families.
Free admission, gift shop discounts, and exclusive member-only events are just a few reasons your family will love being members.
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Strategies
Direct Mail: Increase Visitation
✈Four personalized postcards✈ Two for young adults✈ Two for young families
✈Discount/Free admission offers✈Compiled lists✈Target audience per mailing:✈ 250 young adults✈ 250 young families
Image source: http://grosvenorauctions.com.cluster.cwcs.co.uk/dyn_pages/stamp_images/62/9722.jpg
Direct Mail: Increase Museum Membership
✈Two personalized scratch-off postcards✈ One for each audience
✈Limited time discount membership rates✈House list✈Target audience per mailing: ✈ 250 young adults✈ 250 young families
✈Social media URLs on all:
✈ Self-mailers
✈ Interactive mailers
✈Call to action to follow the museum on:
Direct Mail: Increase Social Media Following
Image source: https://commons.wikimedia.org/wiki/File:Facebook_logo_(square).png
Newsletter: Increase Visitation
✈ Monthly showcase of museum events
✈ Quarterly discounted admission coupons
✈ Discounted admission for signing up
✈ Offers of new and on sale gift shop items
✈ Customized for young adults
✈ Customized for young families
✈ Personalized for the recipient
Image source: http://quickmail.com.au/wp-content/uploads/2016/02/enewsletter-laptop-promo.jpg
Newsletter: Increase Membership
✈ Stories about museum members
✈ Member-only events emphasized
✈ Semi-annual membership discount offers
✈ Customized for young adults
✈ Customized for young families
✈ Personalized for the recipient
Image source: http://businessblog.winweb.com/wp-content/uploads/2011/12/email-businessblog-winweb.jpg
Newsletter: Increase Social Media Following
✈ Links to Instagram and Facebook in every newsletter
✈ Links to Facebook events and event photos on Instagram
✈ Call to action to follow the museum on social media
✈ Customized for young adults
✈ Customized for young families
✈ Personalized for the recipient
Social Media: Increase Visitation
✈ Museum event invitations sent to fans on Facebook
✈ Discounted admission for newsletter sign-up
✈ Offers of gift shop items
✈ Instagram photos of exhibits and events
Social Media: Increase Membership✈ Stories about young adult and family museum members
✈ Member-only event invitations for nonmembers that follow the museum on social media
Social Media: Increase Social Media Following
✈ Daily engagement with young adults and young families who follow the museum on social media
✈ Facebook event invitations and photos on Instagram to promote engagement
✈ Clear call to action to follow the museum on Facebook and Instagram
Tactics
✈Offer One: Free admission for two to 2016 Homebuilt Aircraft Fly-in✈Offer Two: Free admission for two to 2016 Car Show✈CTA: Present postcard✈Mailing Quantity: 250, 4.25”x6”✈Full color, front and back✈Optional add-on:
QR code for 20% discount for giftshop
Personalized Postcards for Young Adult Males
Image source: http://olddesignshop.com/wp-content/uploads/2014/11/OldDesignShop_ShabbyPostcardBackGreen.jpg
Personalized Postcards for Young Families
✈Offer One: Free family admission to museum✈Offer Two: Free family admission to 2016 Homebuilt Aircraft Fly-in✈CTA: Present postcard✈Mailing Quantity: 250, 4.25”x6”✈Full color, front and back✈Optional add-on:
QR code for 20% discount for giftshop
Contingency plan: Geo-targeting/Geo-fencing mobile messaging
Image source: http://images.clipartpanda.com/prop-clipart-9cRzxnKce.png
Example Personalized Postcard: Front
Example Personalized Postcard: Back
Personalized Scratch-Off Postcards
✈Offer One: Free one-year membership✈Offer Two: 50% off one-year membership✈CTA: present postcard at admission counter✈Mailing Quantity: 200 each offer, 4.25” x 6”✈200 young adults✈200 young families
✈Full color, front and back
Contingency plan: Personalized letters
Image source: https://www.amazingmail.com/img/scratchoff_img2.png
Electronic Newsletters
✈ Upcoming event showcase
✈ Call to action: intent to attend
✈ Promotions of new and on sale gift shop items
✈ Call to action: buy now
✈ Story previews about museum members
✈ Call to action: continue reading
Contingency plan: SMS messaging
✈ Links to social media accounts
✈ Call to action: follow the museum
✈ Links to Facebook event invitations
✈ Call to action: intend to attend
✈ Links to event photos on Instagram
✈ Call to action: see what you’re missing
Social Media
Facebook✈ Facebook events
✈ Sales and discounts through personalized messages
✈ Invitations to member-only events for nonmembers
✈ Electronic newsletter signup form with discounted admission
✈ New and upcoming exhibits
Contingency plan: Only use Facebook
Instagram✈ Event and exhibit photos
✈ Custom hashtags
✈ Short and pronounceable is best✈ Research: https://www.hashtags.org
✈ Custom hashtag examples
✈ #AviationNH
✈ #HomebuiltNH
✈ #AviationCarShow
Schedules
Direct Mail Schedule
Electronic Newsletter Schedule
Social Media Schedule
✈Estimated required time per day: 30 minutes per platform (Total of one hour)✈Share a story about one museum member on Facebook—weekly✈Comment on 5-10 aviation posts and media per platform—daily✈Engage at least 10 followers per platform—daily✈Connect with at least 12 new people per platform—daily
Budget and ROI
✈Exceeds budget by $180✈Compiled list costs: $200✈Postcard costs: $592✈Scratch-off costs: $388✈Save up to $455 this year by
switching from Constant Contact
Budget Details
Direct Mail: $980Compiled Lists: $200Electronic Newsletter: $0Social Media: $0Grand Total: $1180
✈$1180 total cost
✈ Response rate: 17%
✈ Conversion rate: 8.5%
✈ Average sale: $12.50
✈ ROI: 158.69%
✈Profit: $1,872.56
Expected ROI
✈$1404 total cost
✈ Response rate: 17%
✈ Conversion rate: 8.5%
✈ Average sale: $12.50
✈ ROI: 117.42%
✈Profit: $1,648.56
THANK YOUAviation Museum of New Hampshire
Questions/Comments?