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THE WHITE HOME
Katie Samuels. Cara Morgan.
Faith Cook. Patrick Nelson.
Agenda
● Research
● Strategy
● Execution
● Deliverables
● Recommendations
Marketing Objectives
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
● Old Town: Amelie’s, Fountain Park, Freedom Center, 1st Presbyterian, Remedy
● Conclusions:
○ Middle to Upper Middle Class
○ Leisure
○ Exercise
○ Religious
Literature Review
● Secondary research
○ Storyscaping
○ Economic Sustainability
Psychographics
Psychographics
Demographics
Insights
IMC Strategy
● Main Tactic: Events and Event Planning
● Event Schedule
● Increase Membership
4 P’s of Marketing
Membership
● $25/Yr - Personal Invites to Events
● $150/Yr - Brick
● Market Positioning
● Product Differentiation
● Life Cycle
● #MyWhiteHome
● #YourHomeYourHistory
● #HistoricRockHill
Evaluation Methods
● Event attendance
● Visitors attendance
● Membership
Creative Changes
● Fonts
● Colors
Recommendations
Questions?