edsel and eleanor ford house millennial membership campaign

4 MARCH 2016

THE TEAM WHO WE ARE

Brianna HolmesRetail First Strategy

Ethan ScottGraphic Design

Hannah WeaverDiversified Accounts

Helen FlorkeyPI/Legal

Tom HeffernanFCSD Account

5 MARCH 2016

PRESENTATION GOALS AN OUTLINE

LET’S TAKE A LOOK AHEAD

Who are Millennials « ResearchTargeting Millennials « What your audience wants « The three millennial categoriesPlan of Action « Strategy « Campaign « MembershipPlan for Continued Success

6 MARCH 2016

WHO ARE MILLENNIALS UNDERSTANDING YOUR AUDIENCE

7 MARCH 2016

WHO ARE MILLENNIALS PRIMARY RESEARCH

16+Miles

21+Miles

Volunteering

Not At All UnlikelyTied!

Beer & Wine 5K

8 MARCH 2016

WHO ARE MILLENNIALS THE WE GENERATION

Population21% of MI

SocialSense of Belonging

Values & FinancesA Career Focus

HealthEat Right & Exercise

LivingWhere and How

CommunityA Generation of Givers

9 MARCH 2016

TARGETING MILLENNIALSREACHING YOUR AUDIENCE

10 MARCH 2016

TARGETING MILLENNIALS HOW TO

APPEALING TO MILLENNIALS

Be Social « Engage with your audience « Be conversational and relatableBe Affordable « Millennials are in debt « Netflix, Spotify, Amazon Prime, etc.Be Authentic « Provide a sense of belonging « Be trustworthy

11 MARCH 2016

The Philanthropic Self

TARGETING MILLENNIALS THREE CATEGORIES

The Social Self The Healthy Self

12 MARCH 2016

TARGETING MILLENNIALS THE SOCIAL SELF

MEET SOCIAL SAM

23

Single

New to Workforce

Royal Oak

Outgoing

Craft Beer Enthusiast

13 MARCH 2016

TARGETING MILLENNIALS THE PHILANTHROPIC SELF

MEET PHILANTHROPIC PHIL (and Spot)

30

Married

New Veterinarian

Macomb

Dog Owner

Passion for Community

14 MARCH 2016

TARGETING MILLENNIALS THE HEALTHY SELF

MEET HEALTHY HEATHER

20

Single

Student

Active

Vegetarian

Loves Yoga

15 MARCH 2016

PLAN OF ACTIONINVOLVING YOUR AUDIENCE

16 MARCH 2016

PLAN OF ACTION THREE-TIER STRATEGY

INTEGRATING MILLENNIALS

Raising Awareness « Utilize social mediaPiquing Interest « A powerful campaignDriving Desire « A modern membership

17 MARCH 2016

PLAN OF ACTION RAISING AWARENESS (SOCIAL MEDIA)

SHARE YOUR EXPERIENCE

Facebook

Twitter

Instagram

Snapchat

TripAdvisor

Yelp

Vimeo

18 MARCH 2016

PLAN OF ACTION PIQUING INTEREST (A POWERFUL CAMPAIGN)

19 MARCH 2016

PLAN OF ACTION PIQUING INTEREST (A POWERFUL CAMPAIGN)

« Painting with a Twist « Trivia « Beer & Wine Tasting « Brunch « Food Truck Rally

« Halloween Party « Holiday House Tours« DSO « BBQ and Brews « Concerts

« Fairy Tale Festival« Detroit Drunken Historical Society « EyesOn Design « Movie Night « Valentine’s Dinner

20 MARCH 2016

PLAN OF ACTION PIQUING INTEREST (A POWERFUL CAMPAIGN)

ADMISSION: $35 for members, $45 for general admission. Limited ticket availability. Advance ticket purchase is encouraged. Ticket includes 10 vouchers redeemable for festival food or drinks.

Additional tickets available at festival.

Come enjoy the seasonal brews from 10 Michigan craft breweries. Listen to local bands and have a bite to eat from one of the numerous food trucks. Rain or shine. Tickets are available at

fordhouse.org. Wristbands required to drink.

E D S E L & E L E A N O RF O R D H O U S E

E X P E R I E N C ET H E M E M O R I E S

B E C O M E A M E M B E R T O D A YA N D E X P L O R E T H E B E N E F I T S

Lakeshore

Friday | OCT 135 p.m. - 9 p.m.

Saturday | OCT 141 p.m. - 6 p.m.

EDSEL & ELEANOR FORD HOUSE • GROSSE POINT, MI

21 MARCH 2016

PLAN OF ACTION PIQUING INTEREST (A POWERFUL CAMPAIGN)

« Pop-up Pet Adoption « Cancer Walk« Toys 4 Tots Collection

« Coat Drive « Thanksgiving Can Drive « Charity Carnival

« Blood Drive « Charity Happy Hour« 5K for Capuchin

22 MARCH 2016

PLAN OF ACTION PIQUING INTEREST (A POWERFUL CAMPAIGN)

E D S E L & E L E A N O RF O R D H O U S E

E X P E R I E N C ET H E C O M M U N I T Y

B E C O M E A M E M B E R T O D A YA N D E X P L O R E T H E B E N E F I T S

PET ADOPTION

POP UP ^

27Come find your best friend at the Edsel & Eleanor Ford House on Saturday, May 27 from 11am - 4pm! Dogs, cats, puppies and kittens will be available for

adoption from the Michigan Humane Society.

All adopters must present a valid license or state ID to adopt. Animals will only be adopted to qualified homes. All dogs and cats will have receive a medical

check-up and age-appropriate vaccinations.

23 MARCH 2016

PLAN OF ACTION PIQUING INTEREST (A POWERFUL CAMPAIGN)

« Yoga « Kayaking & Canoeing « Zumba Class

« Croquet « Boot Camp « Pilates

« Bike Club « Ultimate Frisbee Tournament« Self Defense Classes

24 MARCH 2016

PLAN OF ACTION PIQUING INTEREST (A POWERFUL CAMPAIGN)

Saturday | AUG 5Noon - 1 p.m.

E D S E L & E L E A N O RF O R D H O U S E

E X P E R I E N C ET H E W E L L N E S S

B E C O M E A M E M B E R T O D A YA N D E X P L O R E T H E B E N E F I T S

Lakeshore

Presented by Bikram Yoga in Grosse Pointe

B.Y.O.M.: Join the Edsel and Eleanor Ford House for our first ever Lake Shore Yoga experience. $10 for non-members and $15 for members. Admission includes one ticket for a

yoga basket giveaway! Bring your own mat.

25 MARCH 2016

PLAN OF ACTION PIQUING INTEREST (A POWERFUL CAMPAIGN)

MILLENNIALS:MORE DIVERSE THAN EVER

« EyesOn Design« Charity Carnival

« Toys 4 Tots « Blood Drive

« Self Defense Class « 5K

« Cancer Walk« Pop-Up Pet

Adoption

« Lakeshore Yoga « Kayaking & Canoeing

« Zumba on the Lawn« Croquet Tournament

« Oktoberfest« Painting with a Twist

26 MARCH 2016

PLAN OF ACTION DRIVING DESIRE (A MODERN MEMBERSHIP)

BASIC MEMBERSHIP BENEFITS

One Guest Pass* Valid for one non-member visit to EEFH grounds and house tour.Pre-Sales Early access to select events, programs and workshops.Discounts Reduced entry fees at events open to the public.Extended Access to Grounds Gain exclusive access to grounds while they are closed to the general public. Members-Only Promotions Special offers throughout the year.

Unlimited Free Tour Admission Docent-lead house tours, including Holiday Tours.Limited Dog Membership Grants your K-9 friend(s) access to walk the grounds Sunday mornings.10% Food & Merchandise Discount Redeemable at Cotswold Café and Gaukler Pointe Gift Shop.20% Extended Discount Days On the 3rd Friday and Saturday each month in Café and Gift Shop.

*One guest pass per Adult member with a maximum of two passes (i.e. An “Individual” Membership will receive one pass while a “Family” Membership will receive two). Unused guest passes expire 1 year from membership purchase.

27 MARCH 2016

PLAN OF ACTION DRIVING DESIRE (A MODERN MEMBERSHIP)

$1000

PRESIDENT’SCIRCLE

$500

PATRON

Up to 6 Members

Basic Membership Benefits

†Benefit restrictions may apply for some exhibitions, ticketed events and programs.*Student ID required.

Invitations to Special Gatherings

Reciprocal Admissionto 100+ Museums

Extended Dog Membership(Access on all Regular Days 7-10A or 5-7P)

15% Food andMerchandise Discount

4 Additional Guest Passes

Complimentary “Friend”Membership to Gift

Lunch or Tea with the President

Private Docent-led Tour(Up to 10 Guests)

$250

FRIEND

Up to 4 Members

$100

FAN

Up to 2 Members

$60

FAMILY

Up to 2 Adults & 4 Children or Grandchildren

$50

DUAL

2 AdultMembers

$40

INDIVIDUAL

$35

STUDENT*

1 Member OnlyEXPLORE THE BENEFITS†

28 MARCH 2016

PLAN OF ACTION BUDGET

Events Advertising &Promotions

Creative &Production

Miscellaneous

40%

35%

15%

10%

ALLOCATION OF FUNDS$100,000

29 MARCH 2016

PRESENTATION GOALS A RECAP

LET’S REVIEW

Understanding Your Audience « You understand millennialsReaching Your Audience « You know how they communicateInvolving Your Audience « You have a plan

30 MARCH 2016

PLAN FOR CONTINUED SUCCESSADDITIONAL RECOMMENDATIONS

31 MARCH 2016

CONTINUED SUCCESS FURTHER ENGAGEMENT

MORE WAYS TO ENGAGEWITH MILLENNIALS

Internships

iPad Tours

Social Media Contests

Membership Clubs

32 MARCH 2016

CONTINUED SUCCESS FOLLOW THROUGH

A PLAN TO SUCCEED

Surveys « Post-event « Post-membership Binder « Appendix « Contacts and budget

33 MARCH 2016

THANK YOU EXPERIENCE THE ESTATE