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:

✈ Facebook

✈ Instagram

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?