edsel and eleanor ford house millennial membership campaign
TRANSCRIPT
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
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