Old Governor`s Mansion - Jackie Hooper

Transcription

Old Governor`s Mansion - Jackie Hooper
Old Governor’s Mansion
Jim Turner, Director
Highest Elevation
Molly Holmes
Jackie Hooper
Erin Keeler
Haley Lowe
Daphaney Willis
Dr. Fontenot
Marketing Advertising & Communication – MKTG 4166 – 01
December 8, 2011
Georgia College
Table of Contents
Introduction…………………………………………………………..…………............................1
Objectives………………………………………………………………..……..............................2
Situation Analysis………………………………………………………………………................2
Target Audience…………………………………………………………………...............3
Service Positioning…………………………………………………………......................5
Culture……………………………………………………..……………………………...6
Competitors…………………………………………………………………..…………...9
Primary Competition………………………………………………………...…..10
Secondary Competition………………………………………………….............11
Economy………………………………………………………………...……………….14
Creative Messages………………………………………………………………………….…....16
IMC Plan……………………………………………………………………………...................16
Branding………………………………………………………………..………………..17
Advertising……………………………………………………………………................17
Public Relations………………………………………………………………..……......20
Promotions………………………………………………………………..……………..23
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Timeline……………………………………………………………………..…………..24
Budget……………………………………………………………………..…………….24
Expected Outcomes……………………………………………………………………………..24
Conclusion…………………………………………………………………….……………...…25
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Tables
Table 1: Primary Purpose for Visiting………………………………………………………..….28
Table 2: Other Primary Purpose for Visiting…………………………..………………………...29
Table 3: Primary Activities……………………………………………..……………………......30
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Appendices
Appendix A- Easter Egg Hunt Rack Card…………………………………………..…………...31
Appendix B- Doll Wedding Rack Card………………………………………..………………...32
Appendix C- Elementary School Contact List……………………………………..…………....33
Appendix D- Easter Egg Hunt Flyer……………………………………………..……………....35
Appendix E- Doll Wedding Flyer……………………………………………………..................36
Appendix F- Easter Egg Hunt Advertisement………………………………………..………….37
Appendix G- Doll Wedding Advertisement………………………………………….………....38
Appendix H- Newspaper Advertising Prices………………………………….………………...39
Appendix I- Facebook……………………………………………………….………………......40
Appendix J- Twitter Guidelines and Sample Tweets………………………………………..…..41
Appendix K- Twitter……………………………………………………….................................44
Appendix L- YouTube Video CD………………………………………………………………….
Appendix M- Governor‘s Mansion VNR Script……………………………………..…………..45
Appendix N- YouTube Channel……………………………………………………..…………..46
Appendix O- Easter Egg Hunt Video Script………………………………………………...…...47
Appendix P- Christmas Tree Lighting Video Script………………………………..……….…...48
Appendix Q- Doll Wedding Video Script…………………….………………………………....49
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Appendix R- Media List………………………………………………………..………………..50
Appendix S- Easter Egg Hunt Press Release………………………………………………..…..54
Appendix T- Doll Wedding Press Release……………………………………………..………..55
Appendix U- PSA for Doll Wedding………………..…………………………………………..56
Appendix V- PSA for Christmas Tree Lighting…………………………………………..……..57
Appendix W- PSA for Easter Egg Hunt………………………………………..………………..58
Appendix X- Timeline………………………………………………………………...................59
Appendix Y- Budget…………………………………………………………………….…….....67
Appendix Z- Bunny Egg Craft…………………………………………………………………...73
Appendix AA- Groupon…………………………………………………………………………74
Appendix AB- Event Bookings Postcard………………………………………………….….....75
Appendix AC- Gmail Account………………………………………………………….….……76
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Executive Summary
This paper addresses the issues the Old Governor‘s Mansion is currently encountering
including increases awareness, increasing visitation, and increasing social media presence.
Thorough research was conducted in order to obtain more information about the Old Governor‘s
Mansion, the neighboring community, and the surrounding competition. A situational analysis
was completed to evaluate the different aspects within the industry. The analysis includes the
target audience, service positioning, culture, competitors, and the local economy.
Objectives were created in order to achieve the goals previously established. These goals
are measurable, attainable, and realistic for the Mansion to accomplish. These objectives will be
measurable throughout the year to establish the campaign‘s progress. With the use of these
objectives, an integrated marketing communications plan was developed to aid the Mansion in
promotions and other elements. The Old Governor‘s Mansion will integrate new forms of
advertising, public relations and promotions to obtain the specified objectives.
A timeline of events and duties was formed to be used as a guide of this marketing plan.
A budget was constructed in order to stay up to date and keep track of the expenses that are
incurred during the campaign. The integrated marketing communications will help determine the
success of the objectives and overall marketing campaign.
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Introduction
The Old Governor‘s Mansion is an established part of local history in Milledgeville,
Georgia. Their mission is to ―care for, collect, interpret, and exhibit items that illustrate the
history of the site and its inhabitants during the years the Mansion was the official residence of
Georgia‘s governors in order to make these objects available to the public for educational
benefit‖ (Georgia College 2011). The Old Governor‘s Mansion is a restored historical home that
allows people to observe the lives of Georgia Governors and the Old South in its original glory.
It has been expressed by mansion staff that there are goals to increase the potential of the
Mansion for use outside of Mansion tours in the form of private parties, events and photography
sessions. There are a few factors that either have been or may hold the Mansion from reaching
this greater potential. A full integrated marketing communication (IMC) plan for the upcoming
year has been developed to resolve these issues and allow the Old Governor‘s Mansion to not
only reach its potential but also excel to its greatest extent. This will be accomplished through
various events using the Mansion space, to showcase its value as an event venue, with materials
available at each event for information on booking the space. The hope is that social media will
facilitate word of mouth efforts to publicize the Mansion as an event space. Also, various
promotions will be used to foster loyalty among Mansion visitors.
Through the following situational analysis and integrated marketing communications
(IMC) plan, the objectives that the Old Governor‘s Mansion wishes to achieve will be identified
with a detailed plan of action to follow. First, the specific objectives will be covered. Second, a
situational analysis will be performed to explain important and relevant elements within the
business environment. Third, an IMC plan will be developed and explained, and will include
expected outcomes of the suggested activities.
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Objectives
The Old Governor‘s Mansion needs to make an adjustment to their services and utilize a
promotional strategy that highlights the Mansion‘s key attributes in order to increase visitation
by 15% in school age children and older adults and 25% in adults 30-40 years old within one
year. By increasing the amount of rental and usage of the Mansions‘ grounds for photo
opportunities and various events by Middle Georgia residents there will be an increase of 25%
within one year. Other objectives for this one-year IMC plan include developing a stronger social
media presence with an increase to 500 ―Likes‖ on the Mansion‘s Facebook page. In addition a
targeted media list specific to museums, architecture, history, and travel visitors bureaus will be
developed. A list will be provided with ten new contacts to suggest to Georgia College (GC)
University Relations for press releases and placement of advertisements targeting southeastern
travelers.
Currently, the Old Governor‘s Mansion uses a limited amount of promotional tools to
create awareness about their services and offerings. By using a promotional strategy, the
Mansion will able to reach its desired visitation level. With increased visitation, the amount of
revenue that is generated will also increase. The budget allocated for any type of advertising and
promotions is $2,500 a year, which is controlled by GC (Turner 2011). With an increase in
visitation and revenue, the Mansion may be able to host more educational and social events and
purchase more advertising space.
Situation Analysis
Through the following situational analysis, the Old Governor‘s Mansion will gain a better
understanding of their target audience, their marketing environment, and how to enhance their
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service offerings to reach their target market. The following elements are essential in developing
an IMC plan. They include target audience, service positioning, cultural environment,
competitors, and economy. Each element will be explained in greater detail and analyzed using a
PMI (plus, minus, interesting) format.
Target Audience
The Old Governor‘s Mansion reaches a variety of people across Middle Georgia. The
majority of these visitors have been in the form of school groups with children ages five to
eighteen. This plan will target a variety of children who are involved in extracurricular programs
such as Boy Scouts, Girl Scouts, and more. The market will include four Boy Scout Troops
surrounding the area including Troops 21 and 170 of Macon, Georgia and Troops 87 and 316 of
Milledgeville, Georgia (Scouter 2011). In addition to Boy Scouts, the boys in Cub Scouts Packs
170 of Macon and Pack 3 of Milledgeville will also be included in the target audience of this
plan (Scouter 2011). Local Girl Scout Troops of Baldwin County, Putnam County, and Jones
County will be targeted also, potentially reaching over 2,000 girls within the ages of five and 18
in each county (U.S. Census Bureau 2011). This allows a wide reach among this geographic and
demographic region.
Also teachers, parents, and retirees will be targeted in the use of this plan. In Baldwin
County, 11.8% of the population consists of people ages 65 and older, which make up the
majority of the visitors to the Mansion (U.S. Census Bureau 2011). Neighboring counties, such
as Putnam County, and the state of Georgia exhibit similar statistics to Baldwin County. The
mansions target on these groups will reach a diverse collection of prospective visitors. With the
use of field trips and other activities, the mansion will be able to accomplish an effective reach of
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their target audience and increase the mansions‘ visitation. Targeting educational groups also
reinforces the mansion‘s positioning as a historic home with a variety of scholarly offerings.
Plus
The inclusion of children‘s groups such as Boy Scouts, Cub Scouts, and Girl Scouts can
further the education of these children beyond the traditional classroom. This integration of
history can help the children develop a better understanding of their local culture and past. The
visitor‘s new appreciation for history will better educate them on their current surroundings.
Minus
The focus of the Mansion‘s target audience is based on educational groups of children.
With such an emphasis on education and reaching these children, the Mansion could be missing
a potential market of the forms of travelers from Atlanta and other larger cities and also local
members of the community that are not involved in those programs or have children involved in
those programs.
Interesting
The Old Governor‘s Mansion holds a valuable position as an educational offering in the
local Middle Georgia community. The different aspects of local culture and history have the
ability to influence the younger visitors as well as older visitors in order to develop an
appreciation for the local history. The central location of the Mansion within Middle Georgia as
well as with its educational offerings expands the opportunity for more people to be reached with
the rich history and local culture Milledgeville and the Mansion offer.
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Service Positioning
The Mansion has positioned itself as a certified historic home with a variety of
educational tours for a wide range of visitors. It has a particular attraction for visitors interested
in its historic value. The Mansion has a rich history in the Old South as the home of many
governors‘ and its interesting role in the Civil War. Architecture aficionados also are interested
in the Mansion because of its High Greek Revival architecture. A third group the Mansion aims
to provide for is as an educational resource for anyone and everyone interested, as stated in the
Mansion‘s mission statement detailed in the introduction (Turner 2011). This is despite recent
school funding cutbacks. According to a study by the American Association of School
Administrators (AASA), budget cuts are noticeably more significant this school year than they
were in either 2008-09 or 2009-10. AASA‘s April 2010 survey found that 78 percent of districts
cut budgets in 2010-11, up from 64 percent the previous year (Center for Public Education
2011). . The Mansion is well positioned for these specific groups, but should also be positioned
as a great place to host events on its lawn.
Plus
The Mansion‘s focus on education draws in a large number of visitors from elementary,
middle, and high schools in the Southeast as well as from colleges nearby such as Georgia
College (Turner 2011). This also helps with funding the Mansion as its educational mission
allows it to draw funding from Georgia College and from educationally focused private donors.
Events hosted on the lawn, such as weddings, wedding photo sessions and birthday
parties would earn money for the Mansion without disturbing the historical integrity of the
Mansion itself.
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Minus
Disadvantages of an education focused positioning include seasonal difficulties and
school funding cutbacks. The recent economic downturn and the general lack of funding of
public schools have resulted in a decrease in field trips and other out of school activities for
public school children. These recent budget cuts have resulted in a decrease in Mansion visitors.
Also, events on the lawn can be limited by the weather. Extreme heat, rain and cold
weather could all be problems limiting the number of lawn events. A possible increase in lawn
care may be a future need as well.
Interesting
An increase in advertising for the Mansion‘s various programs as well as a cultivation of
new events could increase Mansion visitors and create more stable year-round visitor activity.
Also, increased advertising of Mansion offerings could make it a destination for families who
want to include an educational component in their vacations, not just for schools.
Culture
The City of Milledgeville has several taglines that are cohesive with the offerings of
Milledgeville. During a personal interview with Jane Sowell, Director of the Milledgeville
Convention & Visitors Bureau (CVB), the reasoning behind the development of the city‘s tagline
was explained, ―Capitals, Columns, & Culture.‖ Sowell described the tagline as, ―Capital
represents Milledgeville because of it being the former Capital of Georgia, the Columns that are
present in the architecture as well as the city‘s logo, and Culture is used because it describes the
city‘s rich history and the arts that are present in the community‖ (Sowell 2011). The decision to
go with these three words was based on feedback that was received in a poll of Milledgeville and
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Baldwin County Residents. Within Milledgeville and Baldwin County there are many different
cultures; there is academia, the upper class locals, lower class locals, and tourists. Within these
cultures there are different values, attitudes, beliefs, and activities these groups engage in.
Milledgeville has been a historic town since before the Civil War and the history within
the architecture and other historic locations in the city are a constant reminder and living portion
of today‘s culture in Milledgeville. The activities that were reasons for tourists visiting are as
listed: relaxing and enjoying the scenery, visiting local attractions, parks, and historical sites,
shopping, dining out, fishing, water sports, family events, meetings, other outdoor activities,
children‘s activities, and attending a festival/event (Yager 2009). Milledgeville is located in the
South in an area referred to as the ―Bible Belt‖ and the people who live in the area are true to
their religious beliefs and values.
The history of Milledgeville plays a large role in the development of Milledgeville
culture. There are different groups such as Sons of the Confederacy that still meet and discuss
different ways the war could have or should have played out. For the Mansion it is important to
know that this is an audience and the beliefs of this particular group. The Old Governor‘s
Mansion is able to offer the recreation and surviving landmarks of the Civil War.
Tourists are not a major culture within Milledgeville, but considering the client, tourism
is a driving force behind the business. Foreign visitors have been visiting Georgia in an
increasing rate. This has resulted in employing more than 233,000 in jobs related to the tourism
industry (ABC 2011). This is positive news for the Governor‘s Mansion, which relies on visitors
and has set the objective of increasing visitation. Savannah Area Convention and Visitors Bureau
reported that the number on overnight travelers who ended up getting hotel rooms rose more than
200,000 in 2010 in comparison to previous years. This is also positive for the Governor‘s
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Mansion because many travelers who are traveling to or coming from Savannah drive through
Milledgeville. This increases the chances for these visitors to stop and see more historical
attractions along their route.
Based on results from a survey administered from the CVB, tourists visit the areas for
the following purpose: family vacation, meeting, reunion or other event, vacation trip with
friends, honeymoon, business, fishing trip, and other reasons specified in Table 1: Primary
Purposes for Visiting and in Table 2: Other Primary Purpose for Visiting. Along with the
primary purposes there were many activities that visitors engaged in during the visit, but visiting
historical sites ranked 60.5% out of 100% valid percent. The percentages can also be understood
in terms of a frequency of 49 out of 150 (Yager 2009). Other primary activities are specified in
Table 3: Primary Activities. The activities and interests of community members reflect reasons
tourists decide to visit Milledgeville and the surrounding area.
Plus
The Governor‘s Mansion provides many positive aspects to the Milledgeville community
by being a constant reminder of Milledgeville‘s rich history, being a living history, and allowing
future generations to learn. The knowledge of the activities, values, and attitudes people in
Milledgeville and Baldwin County share, leads to an in depth understanding of how to reach the
audience. The Governor‘s Mansion is located on a historic route and is easily accessible from the
major cities in Georgia. The increasing amount of foreign visitors to the State of Georgia allows
Georgia and the staff at the Governor‘s Mansion to share a part of Georgia‘s rich history with
foreign visitors.
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Minus
Milledgeville and Baldwin County has a limited amount of cultural diversity. As
previously mentioned, the down economy has affected the entire United States, which has led to
budget cut backs, and cuts on fieldtrips. This makes it difficult for students to experience
Georgia history outside of the classroom. Milledgeville understandably shows the southern view
of the Civil War, and therefore, only one side of the war is shared with visitors.
Interesting
The Antebellum history that can be found in Milledgeville draws in foreign visitors. Not
only is the culture of Milledgeville shared with United States visitors and Georgia visitors, but
also international visitors. Having Milledgeville‘s rich culture and history shared with foreigners
adds an extra advantage to the historical locations within the area.
Competitors
The Old Governor‘s Mansion does not have competitors in the traditional sense, as is
with restaurants competing with one another for business. If a tourist is interested in historic
sites, they are not likely to choose one historic site over another; they are more likely to visit all
the historic sites offered in the area. House museums located nearby might compete for interest,
but they also enhance the visitation of one another by heightening the historical importance of
the area. The competitors that were examined include those that both charge and do not charge
for admission and were house museums of similar style of the Old Governor‘s Mansion. Since
The Old Governor‘s Mansion wishes to target the entire Southeastern United States, house
museum throughout this region should be considered, focusing, however, on historic homes
within Milledgeville and Baldwin County.
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Primary Competition
The Old Governor‘s Mansion shares Milledgeville, Georgia with Andalusia Farm, the
home of author Flannery O‘Conner. As the Mansion offers guided tours, Andalusia offers selfguided tours without appointment and guided tours by appointment only. Andalusia held their
annual Blue Grass Andalusia on November 5, a bluegrass concert held on the front lawn hosted
by the Foundation each year with dinner and hiking tours provided. Admission was $5 per
person. In addition to the Bluegrass concert, Andalusia holds a lecture series, book signings, and
environmental programs exploring the natural resources of Andalusia Farm (Andalusia 2009).
Andalusia is on Facebook, Twitter, YouTube and Flicker. They also have a blog, which is
updated frequently. Andalusia had 5,000 visitors this past fiscal year, 2010-2011.
Milledgeville and the surrounding areas have great appeal for literary enthusiasts as the
birthplace of Joel Chandler Harris and Alice Walker are located in the next county Putnam
County (Blogspot 2011). The Margaret Mitchell House is within an hour and half drive from
Milledgeville and Putnam County creating a perfect day trip for lovers of Southern writing.
The Old Capital Museum is also located in Milledgeville, Georgia. In addition to offering
tours, the museum offers membership, which includes a 10% discount on purchases in the gift
shop along with a subscription to the newsletter with details of upcoming events and historical
facts and articles and an opportunity to play an active role in the organization. The StetsonStanford House is connected to the Old Capital Museum. Tours are as a part of the Milledgeville
Trolley Tours (Georgia‘s Old Capital Museum 2010).
Lockerly Arboretum is another historical foundation that is located in Milledgeville,
Georgia. Lockerly offers an open house each year during the holiday season. The house is
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decorated and music and refreshments are provided. Santa‘s Toy Workshop is marketed to
parents as an event for their children. The event brings in family oriented clients. There is a
heritage festival in autumn and other events include concerts, art exhibits, etc. There are also
quite a few educational programs for students at all levels. ―We have about 10,000 visitors per
year to see the arboretum, and an equal number who come out as part of the ‗Trolley Tour‘ to see
the house,‖ said Jim Garner, Executive Director at Lockerly Arboretum. There are about 5,000
students who attend educational programs at Lockerly each year. Lockerly promotes their events
specifically to the students and faculty of Georgia College through various means and they have
extensive involvement by student volunteers and staff members (Garner 2011).
Secondary Competition
Secondary competition consists of historic homes around Middle Georgia. Hay House in
Macon is a secondary competitor because it attracts visitors with similar interests in the Middle
Georgia area. Hay House attracts visitors for their excellent architecture and authentic beauty
with events for fall, Christmas and spring. Hay House decorates extensively for the Christmas
season, holds a beer and wine tasting during the fall, and a garden tour during the spring. Hay
House also hosts a Spring Garden Tour of Homes through historic downtown Macon. Hay House
is planning to incorporate a Valentine‘s Day wedding event series for 2012 to attract local
Macon residents to the home. Hay House incorporates many events throughout the year, which
attracts sponsorships as well as general ticket sales (Davis 2011). The events serve as reasons to
get Hay House in the public eye increasing awareness for the home.
The Atlanta History Center also attracts residents of Middle Georgia and includes two
historical sites. One of which is the Margaret Mitchell House, the birthplace of Gone with the
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Wind, in Midtown Atlanta and the Swan House. These historic sites attract about 250,000 people
annually. This number is affected by the international notoriety of Margaret Mitchell‘s book
(Wigley 2011).
The Atlanta History Center targets group tour markets as well as tour and travel
companies. These historical locations attract many families and seniors but in efforts to increase
the attendance of a younger audience, they have a membership campaign which offers a
discounted rate for students and teachers. The membership is an annual fee that allows free
attendance and tours to all their events. The Atlanta History Center has started a new campaign
called ―Museum Mingle‖ to expose new people to their programs and locations. The event was
held on October 13 at 6:30 and featured live music, an open bar, food, and free parking for $25
per person. This event is not included in the membership program as it is a way to attract more
members of the community to get involved and register for the membership program (Wigley
2011).
The Biltmore Estate in Asheville, North Carolina is one of the number one competitors
for any historic house museum in the Southeast as well as for the nation. The Biltmore Estate
receives approximately 1 million visitors annually. They hold a special Christmas Tour along
with various tastings from their onsite winery. Since the Biltmore experiences losses in visitation
during the winter months, they count on the heightened interest during the Christmas season to
keep up visitation numbers for the year (Mosher 2011). The Biltmore Estate is one of the most
well known of all American historic homes and serves as an example of a great marketing
campaign.
Plus
The presence of other historic museums in the area creates a buzz about the depth of
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history in the region which will attract more visitors since they have the opportunity to visit
many places all in one visit. The house museums have the opportunity to join marketing efforts
in hopes of driving visitation to their sites via a common thread interest including civil war
history, architectural greatness, or antebellum southern culture.
Minus
Travelers that are pressed for time are likely to only visit what they perceive to be the
highlights of the area. If The Old Governor‘s Mansion attempts to rely on association with civil
war and antebellum history, as well as architectural significance alone, they may not be
perceived as a highlight. This is why publicizing special events, touring and photography
opportunities are of utmost importance. It is the goal of The Old Governor‘s Mansion to make
them the highlight of the trip, instead of an afterthought.
Interesting
The Old Governor‘s Mansion may hold the most historic significance of all the
competitors in the Milledgeville, serving as the home of many notable governors of Georgia
before and during the Civil War. The mansion appeals to Civil War historians, antebellum south
enthusiasts and lovers of architecture.
The Governor‘s Mansion has different forms of primary and secondary competition. An
advantage is that the increase of local house museums offers a unique opportunity for a
combined marketing effort; however a disadvantage is that while the Mansion has great
architecture, relying on that alone may result in travelers choosing alternatives. Despite the
possibility of not appealing to the masses, the mansion will appeal to lovers of architecture and
other antebellum south enthusiasts.
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Economy
Milledgeville, like most cities in Georgia and the United States, has been struggling
economically. The city of Milledgeville has a population of 21,008 and a median household
income of $30,215. This median income is significantly lower than that of the state of Georgia,
which estimates to $58,456. Milledgeville‘s per capita income of $17,485 is also considerably
lower than Georgia‘s $25,098 (U.S. Census Bureau2 2011).
Over the past few months, Milledgeville has witnessed the effects of a bad economy first
hand in the form of employment layoffs. The unemployment rate has grown to 13.8% and job
availability has seen negative growth thus far (Best Places 2010). In the past 24 months,
Milledgeville has seen more than 2,400 jobs disappear. The majority of those now currently
unemployed were the former 1,000 employees of state prisons (Lightsey 2009). Those employed
by the prisons were paid an average wage of $11.35 per hour with the benefits including health
insurance, 401(k) and paid vacation time (GEO Group,Inc, 2011). By the end of the summer in
2009, only about 100 of the recently unemployed had turned to retaining programs to further
their potential careers (Lightsey 2009). As previously stated, the decrease in unemployment has
also led to an increase in budget cuts for education.
Currently, the state has cut funds for low-income programs that support families through
staffing cuts and furloughs of workers who help these families in the application process of food
stamps, cash assistance, and Medicaid (Johnson, Oliff, and Williams 2011). The lack of
employment opportunities has led to 21.2% of the 17,715 Milledgeville residents living below
poverty (U.S. Census Bureau 2011).
It is important to note that this poverty level takes into account that Milledgeville‘s cost
of living is 13% lower than the U.S. average. The cost of living is determined based on a 100
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point scale where the U.S has an average of 100. Broken down, the cost of living in
Milledgeville is as follows: food (groceries) is 102, higher than the U.S average, the cost of
utilities is 90 which is lower than the U.S average, and the cost of miscellaneous items such as
clothing, restaurants, entertainment, and other services is 100; the same as the U.S. average.
Overall, the cost of living in Milledgeville rates an 87 with the living categories weighted
subjectively by the following: housing (30%), food and groceries (15%), transportation (10%),
utilities (6%), health care (7%), and the afore mentioned miscellaneous expenses (32%). These
percentages show that the most money is being spent on miscellaneous expenses such as social
events and gatherings, gifts and leisurely items, and other nonessentials. With the recession
standing, the residents of Milledgeville are willing to continue spending a high percentage of
their money on miscellaneous expenses (Best Places 2010). Therefore, residents are willing to
spend their money on leisurely or educational experiences, such as the Old Governor‘s Mansion.
Plus
In these times of need, the premise behind a museum is to raise the level of public
understanding and educate those who are uneducated. By doing so, the Mansion will reunite the
community. The Old Governor‘s Mansion will use the economy to their advantage by offering
discounts and deals for local visitors and hosting events for members of the community to come
together.
Minus
The reduction of job availability in Milledgeville has come as a major disadvantage for
the Old Governor‘s Mansion. With revenue and donations considerably lower due to financial
restraints on visitors and patrons, it is up to the employees and the board to keep the building
functioning and keep the staff paid.
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If the employees and the board of the Old Governor‘s Mansion commit a large portion of
their job descriptions‘ to keeping the building running, they will increase their chances of turning
the downward sloping economy into a beneficial situation for the Mansion.
Interesting
With the economy in Milledgeville continuing to go downhill, it will be interesting to see
if Milledgeville residents will turn to other house museums as an alternative source for a similar
experience. If the residents do turn to such museums, it will be interesting to see if there were
measurable effects of the increased advertising on their attendance and/or return visitation rates.
The city of Milledgeville is not currently in the best economic situation. With an
unemployment rate that trumps the state average, the Old Governor‘s Mansion will need to use
this to reunite the community and provide Milledgeville residents with more incentives to visit.
Creative Messages
The City of Milledgeville is branded under the tagline of ―Capitals, Columns, and
Culture‖ as well as ―Mansions, Mysteries, and Museums.‖ The Governor‘s Mansion will follow
this trend by using the tagline, ―Governors, Galas, and the Glory of Georgia.‖ This tagline is
cohesive with the branding of Milledgeville while representing the people, history, and events
that occurred at the Old Governor‘s Mansion.
IMC Plan
Through research, an IMC plan will be implemented for the 2012-2013 year. This IMC
plan consists of a variety of marketing communications (marcom): branding, advertising, public
relations, and promotions. The proposed events, advertising, public relations, and promotions
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activities are explained in further detail throughout the IMC plan. Through these elements the
Mansion reach the stated objectives.
Branding
The logo is clear, concise, and represents the graphic identity standards of Georgia
College. With this in mind, it would be a waste of efforts for all parties to alter the logo in any
way. To alter the logo would require an extended amount of time in order to have the university
approve of a new logo and efforts in updating existing print materials. The logo is comprised of a
historical photograph of the Old Governor‘s Mansion, while the font, style and color of the logo
adhere to the university branding guidelines. It is simple and effective for the mansion‘s
purposes.
Advertising
In an effort to increase awareness of the events hosted at The Old Governor‘s Mansion,
the Mansion staff will proceed in a mass distribution of materials such as flyers and rack cards
that coincide with the events mentioned later in the plan. These materials will be distributed
through USPS and electronic mail. This is a Convention and Visitors Bureau‘s responsibility to
ensure that other CVB‘s are stocked with updated brochures and rack cards. The Old Governor‘s
Mansion staff however should follow this up with biannually. The staff must ensure that the
Milledgeville CVB is adequately stocked with brochures, flyers and rack cards. Suggested rack
card designs may be found in (Appendix A, Easter Egg Hunt Rack Card) and (Appendix B, Doll
Wedding Rack Card).
Flyers will be distributed during town events and other public gatherings such as
Milledgeville Mainstreet‘s First Fridays and the Deep Roots Festival. These flyers will be made
available at various locations throughout Milledgeville such as hotels, restaurants, and other
18
businesses to inform the public. The businesses to focus on include: The Antebellum Inn,
Hampton Inn, Comfort Suites, Quality Inn, Box Office Books, Blackbird Coffee, The Brick and
Amici Italian Café. The amount of distribution will be determined by the very nature of the event
and size. The distribution of flyers for children‘s events will also be delivered to the elementary
schools in the area to be sent home with the children in their daily folders as well as to Girl Scout
Troops of Middle Georgia. For contact information of the schools and troops please see
(Appendix C, Elementary School Contact List). For suggested flyer designs please see
(Appendix D, Easter Egg Hunt Flyer) and (Appendix E, Doll Wedding Flyer).
There is a wide range of newspapers in Middle Georgia in which the Old Governor‘s
Mansion can effectively advertise. The Lake Oconee Breeze, The Eatonton Messenger, and The
Morgan County Citizen are effective newspaper options because they reach the local target
audience. Another newspaper that would benefit the Old Governor‘s Mansion is the Macon
Telegraph. It is important to note that for the sake of the budget, advertising will be kept to a
minimum with advertisements only running to promote specific events. For suggested
advertisements please see (Appendix F, Easter Egg Hunt Advertisement) and (Appendix G, Doll
Wedding Advertisement) and for details on media specs and deadlines, please see (Appendix H,
Newspaper Advertising Prices).
The Internet offers more affordable forms of advertising through the use of social media
networks. The maintenance of a Facebook fan page is a free advertising option with the ability to
increase brand awareness and update followers on Mansion events frequently while showcasing
photos of events and exhibits to generate interest. It is important for the Facebook page to be
kept up to date and relevant with one or two status updates per week featuring notable visitors,
upcoming events, gift shop sales, and more. Facebook provides the potential opportunity for over
19
800 million users to become prospects for the Old Governor‘s Mansion (Facebook 2011). To
access the Facebook page see (Appendix I, Facebook).
Twitter is another free advertising option that allows a brand to be advertised to its
followers. In 2011 Twitter landed more product placement than any other brand second to AT&T
(Ives 2011). This proves that Twitter is an effective vehicle for advertising because each brand
promotes itself. This is an effective vehicle only maintained on a daily or weekly basis. Twitter is
a social media outlet that is often used as a promotional tool. Many businesses view Twitter as an
essential way to create personal relationships with their audiences with opportunities to engage
in two-way communication with audiences. There are many ways to include twitter in a business
plan. Twitter allows a strong development of a business-to-consumer relationship where the two
can interact openly. Through the use of Twitter the following can be accomplished: development
of a real-time mailing list, marketing research service for testing new products, improved
customer service, building a customer base, creating buzz and, in effect, building a mailing list.
For detailed instructions on Twitter and suggested tweets, please see (Appendix J, Twitter
Guidelines and Sample Tweets). To access the Twitter page see (Appendix K, Twitter).
The creation of a YouTube channel would be an effective way for prospective visitors to
gain insight about upcoming and previous events. The YouTube channel would be updated
before and after events take place. Also, the YouTube channel can be used to showcase customer
testimonials such as brides who used the Mansion space as a wedding or photography venue.
YouTube uses dynamic interactive web content giving viewers clear expectations of what the
Mansion has to offer. For a view of the YouTube video, please see Appendix L. The script for
the uploaded YouTube video can be seen in (Appendix M, Governor‘s Mansion VNR Script).
To access the YouTube Channel see (Appendix N, YouTube Channel). Scripts for the other
20
planned events have been created please see (Appendix O, Easter Egg Hunt Video Script),
(Appendix P, Christmas Tree Lighting Video Script), and (Appendix Q, Doll Wedding Video
Script).
Through the use of these varying forms of advertisements, the Old Governor‘s Mansion
will implement creative advertisements that share connectedness, appropriateness, and novelty,
also known as the CAN elements. These elements of advertising provide ads that are unique,
fresh, unexpected, and relative to the target audience‘s basic wants and needs (Shimp 2010).
Public Relations
A public relations campaign helps an organization and its publics adapt mutually to one
another (Public Relations Society of America 2011). Tools for public relations include
brochures, fliers, press releases, Public Service Announcements (PSAs), special events, and
social media. Press releases are a free tool the Old Governor‘s Mansion can use to alert the
media of news updates, upcoming events, profiles, special interest topics, and the receiving of
grants and awards. Press releases do not ensure news placement but are free and can generate
objective publicity for the Governor‘s Mansion. Audiences often question the validity of
advertisements because they are biased views of a product whereas news coverage is viewed as a
more objective and reliable source. The distribution of press releases will go further than that of
advertisements. Press releases will be sent to publications throughout Georgia, for a detailed
media list, please see (Appendix R, Media List) and for suggested press releases please see
(Appendix S, Easter Egg Hunt Press Release) and (Appendix T, Doll Wedding Press Release).
Radio offers a variety of options however because of the strict advertising budget at the
Old Governor‘s Mansion PSAs are a more economical solution. Radio is the most widely used
medium to deliver PSAs. PSAs range from 15 seconds to one minute and can do the same things
21
a press release does (National Institute of Justice 2007). PSAs achieve goals similar to
advertising but are done in a free manner. For suggested PSA‘s please see (Appendix U, PSA for
Doll Wedding), (Appendix V, PSA for Christmas Tree Light), and (Appendix W, PSA for Easter
Egg Hunt).
As an event to foster interest in the mansion among the Middle Georgia area, a doll
wedding reenactment is suggested. The idea of a doll wedding event is based off of the historical
event that took place during the Civil War on the front lawn of the mansion. This event was put
on by the daughter of Governor Joseph E. Brown as a form of entertainment for herself and the
distinguished ladies of Georgia. This event was known as the biggest event of the year (Bird
2011). For this event all the young ladies ages 5-12 through church organizations, Girl Scouts,
Boys and Girls Clubs, local schools and other community organizations will be targeted. These
young ladies will be invited to attend the doll wedding accompanied by their doll friends. The
original bride and groom dolls will renew their vows followed by a cake and punch reception
with opportunities for photographs. The wedding will include a raffle prior to the start of the
ceremony to determine who will walk the dolls down the aisle. It is recommended that alternate
antique dolls be either borrowed or purchased to serve as stand-ins for the original dolls. An area
devoted to photos will be set up on the lawn for attendees to have their photo taken with their
doll guests. Seating, tables and tents for the event will be arranged through Georgia College plant
services while food and drink will be provided and paid for through Sodexo. A fee of $5 per
child will be charged for tickets to the event to cover the cost of food.
The goal of this event is to increase family interest and awareness of the different service
offerings at the mansion. Although the event itself is targeted toward children, parents will be
present and, as a result, will gain greater awareness and exposure to what the Mansion has to
22
offer in terms of using the lawn for various personal events and photo-shoots. Also, upon hearing
of the event though advertisements, flyers, press releases and radio PSA‘s, the community at
large will gain greater awareness of the Mansion. Materials will be present for more information
on renting the Mansion lawn for events and photo sessions. Also, tours will be available for
parents and families of event attendees at a $1 off discount. An event sponsorship can be
arranged with American Girl Doll Inc. through the contact of Zara Gray Rowe, event specialist
for American Girl Inc. and alumni of Georgia College.
When distributing flyers for events throughout Milledgeville, Georgia College Theatre
volunteers will pose as people from the Old South by dressing up in appropriate time period
clothing and walk throughout the downtown area. Period clothing will be provided through loan
from the Eatonton-Putnam Chamber of Commerce. The volunteers will distribute flyers and rack
cards during busy events in Milledgeville such as Milledgeville Mainstreet‘s First Fridays. First
Fridays occur on the first Friday of every month. Please see appendices for suggested flyer and
rack card designs for the doll wedding event. Also, see the timeline and budget in (Appendix X,
Timeline) and (Appendix Y, Budget) for more details on this event.
In the spring, Easter is a major holiday and an Easter egg hunt is only suitable. The Easter
egg hunt will be free and open to the public. Plastic Easter eggs filled with candy will be
scattered across the lawn. The egg hunts will be broken up by time to increase difficulty based on
age. There will be a craft station for the children to decorate their own Easter eggs. The eggs for
the craft will be hardboiled and dyed prior to the event by Mansion volunteers. For a craft
template, please see (Appendix Z, Bunny Egg Craft). Easter bunnies, or live rabbits, will be
present for photo opportunities and will be provided by Crooked Pines Farm in Eatonton, Ga.
23
The goal of the Easter egg hunt will be to increase awareness of the mansion lawn space
for residents of Middle Georgia. Materials will be present with details of renting the space and
for photo sessions. Also, tours will be held during the hunt for parents and families of the
children who participate in the hunt.
As an event to foster the Christmas spirit, the Max Noah singers will be invited to sing
carols during the first week of December to spread holiday cheer to those who come to tour the
Old Governor‘s Mansion. As an edition to a current Mansion Christmas Tradition of the tree
lighting ceremony, The Governor of Georgia will be invited to the ceremony. The ceremony will
including the singers and will be held in the Mansion‘s rotunda. The Max Noah singers will
perform at this event.
Promotions
Groupon is an Internet service used for creating brand awareness at a discounted price. A
requirement for the service is that the promotion is a 50 percent or greater discount. The Old
Governor‘s Mansion will offer a promotion that allows two tickets to be purchased for the price
of one during off-peak seasons. Groupon, in return for posting the promotion, receives a
percentage of the sales revenue. However, the purpose of Groupon is not to increase revenue but
to increase brand awareness. To access this account see (Appendix AA, Groupon).
The Old Governor‘s Mansion is working towards having a greater awareness of its
service offerings. The client has expressed interest in gaining awareness of using the lawn as a
space that can be rented for various events such as weddings, pictures, reunions, etc. Please see
(Appendix AB, Event Bookings Postcard) to view how awareness can be gained. This post card
will help promote the renting opportunities the Mansion offers. In order to create all the
promotional accounts a Gmail account was created (Appendix AC, Gmail Account) in order to
24
have one location where all notifications could be sent. The accounts can be changed to any
email address wished by the client.
Timeline
The timeline created outlines daily activities for the year of 2012-2013, beginning on
January 1, 2012 and ending on December 30, 2012. This timeline will allow the Mansion to
effectively implement this IMC plan. The activities included in the timeline consist of updating
social media, event activities, and release of public relation and promotional materials. Using this
plan will provide the Mansion the ability to reach all the stated objectives.
Budget
A budget was created to allocate appropriate funds to put towards advertising, events, and
other public relation and promotional materials. This budget does not exceed the $2,500
constraint. With all expenses included the total budget for this IMC plan totals to $2,157.97.
Coming in under budget allows the Mansion to have the flexibility in spending the extra on
unforeseen costs that may arise during the year.
Expected Outcomes
As previously mentioned, the IMC plan will not begin until 2012. The expectations for
this plan include increased visitation by 15% in school age children and 25% in adults 30-40
years old within one year. Also, expectations include an increase in 25% with rental and usage of
mansion grounds for various events and activities, and a stronger social media presence. Through
advertising, public relations, and promotions, the stated objectives will be accomplished within
the IMC plan.
25
Conclusion
The Old Governor‘s Mansion will use this integrated marketing communications plan for
the next year to generate the expected outcomes for the 2012-2013 fiscal year. Using the
suggested media vehicles and advertisements the Mansion will increase visitation and
community involvement. The Old Governor‘s Mansion will be able to implement this one-year
plan and increase the awareness and the overall image of the Mansion.
26
References
ABC News (2011), Report Shows GA Getting More Foreign Tourists,
http://abcnews.go.com/Health/wireStory?id=14164729, November 1.
Andalusia Home of Flannery O‘Connor (2009), News and Events,
http://andalusiafarm.org/news_events/news_events.htm, October 10.
Best Places (2010), Cost of Living in Milledgeville, Georgia,
http://www.bestplaces.net/cost_of_living/citiy/georgia/milledgeville, November 1.
Bird, Travis (2011), Personal Interview, Graduate Assistant, Old Governor‘s Mansion,
September 27, Milledgeville, GA.
Blogspot (2011), Andalusia Home of Flanner O‘Conner, http://andalusiafarm.blogspot.com,
October 10.
Center for Public Education (2011), Cutting to the Bone: At a glance,
http://www.centerforpubliceducation.org/Main-Menu/Public-education/Cutting-to-thebone-At-a-glance, October 10.
Davis, Matthew (2011), Personal Interview, Director, Hay House, August 19, Macon, GA.
Facebook (2011), Facebook Ads,
https://www.facebook.com/advertising/?campaign_id=402047449186&placement=pf&e
xtra_1=0, November 2.
Garner, Jim (2011), Personal Email Interview, Executive Director, Lockerly Arboretum,
September 19.
Georgia College & State University (2011), Old Governor‘s Mansion,
http://www.gcsu.edu/mansion, October 11.
Georgia‘s Old Capital Museum (2010), Old Capital Museum Historic Milledgeville,
http://www.oldcapitalmuseum.org/index/php/site, October 10.
GEO Group, Inc. (2011), Correctional Officer Jobs in Georgia,
http://jobs.geogroup.com/georgia/officer/jobid1667799-correctional-officer-jobs,
November 1.
Ives, Nate (2011), Twitter Landing More TV Roles Than Most other Product Placement‘s Top
Practitioners, http://adage.com/article/mediaworks/twitter-leads-product-placement-packtv-roles/229994/, November 2.
Lightsey, Ed (2009), Milledgeville/Baldwin County: Gains and Losses,
http://www.georgiatrend.com/November-2009/Milledgeville-Baldwin-County-GainsAnd-Losses, November 1.
Mosher, K (2011), Personal Telephone Interview, Public Relations, Biltmore Estate, September
23, Milledgeville, GA.
27
National Institute of Justice (2007), Creating a Public Service Announcement,
http://www.nij.gov/topics/courts/restorative-justice/marketing-media/psa.htm, November
2.
Public Relations Society of America (2011), Public Relations Defined,
http://www.prsa.org/AboutPRSA/PublicRelationsDefined, November 2.
Scouter (2011), Central Georgia Council,
http://www.scouter.com/Net_Roster/Boy_Scouts_of_America/Councils/council.asp?cid=
65, November 1.
Shimp, Terence A. (2010), Advertising, Promotion and other aspects of Integrated Marketing
Communications, Ohio: South-Western Cengage Learning.
Sowell, Jane (2011), Personal Interview, Director, Milledgeville Convention & Visitors Bureau,
November 17, Milledgeville, GA.
Turner, Jim (2011), Personal Interview, Director, Old Governor‘s Mansion, September 27,
Milledgeville, GA.
U.S. Census Bureau (2011), State & County QuickFacts,
http://quickfacts.census.gov/qfd/states/13/13009.html, November 1.
U.S. Census Bureau (2011), State Median Income,
http://www.census.gov/hhes/www/income/data/statemedian, November 1.
Wigley, B (2011), Personal Email Interview, Public Relations, Atlanta History Museum,
September 20.
Yager, Jack (2009), Inquiry Conversion Study, November 17.
Table 1: Primary Purpose for Visiting the Area
Frequency
Valid
Missing
Total
Family vacation
Attend a meeting/reunion/other
event
Vacation trip with friends
Honeymoon
Meeting
Business trip
Fishing trip
Total
System
28
Percent
Valid
Percent
Cumulative
Percent
25
10
16.7
6.7
46.3
18.5
46.3
64.8
8
3
2
5
1
54
96
150
5.3
2.0
1.3
3.3
0.7
36.0
64.0
100.0
14.8
5.6
3.7
9.3
1.9
100.0
79.6
85.2
88.9
98.1
100.0
29
Table 2: Other Primary Purposes of Visiting the Area
Frequency
Valid
Antebellum Trail
Attend GC
Bringing a bus group to tour the area
College
College
College Open House and checking out the area
College visit to GC with high school senior son
Combined meeting with stay to visit Milledgeville
Daytrip
Daytrip
Decided to camp near by and heard it was a great town
for history
Fund a home on Lake Sinclair
GC Open House
Granddaughter was in college here, followed by her
graduation, following by a decision to move here
Heard about Milledgeville and decided on a daytrip to
see it
Husband business, Toured campus and surrounding
homes
Writing a book set in Milledgeville wanted to see the
town
Son in band camp
Passing through the area and had extra time
Sightseeing
Son in school at GC
Son in town from New York who wanted to visit
Flannery O‘Connor‘s home
Son went to college there
Study
Visit Andalusia
Trail run race at Bartram Forest
Vacation and visiting grandson at GMC
Vacation, No friends involved
Visit Family
Visit sites
Visit College and area
Visit Flannery O‘Connor‘s home
Visit with a relocated family member
Visiting GC with high school daughter
Visiting father‘s house
Visiting family in the area
Visit the Old Governor‘s Mansion and Old Capitol
Museum
Total
Percent
Valid
Percent
Cumulative
Percent
113
1
1
1
1
1
1
1
1
1
1
1
75.3
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
75.3
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
75.3
76.0
76.7
77.3
78.0
78.7
79.3
80.0
80.7
81.3
82.0
82.7
1
1
1
0.7
0.7
0.7
0.7
0.7
0.7
83.3
84.0
84.7
1
0.7
0.7
85.3
1
0.7
0.7
86.0
1
0.7
0.7
86.7
1
1
1
1
1
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
87.3
88.0
88.7
89.3
90.0
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
0.7
90.7
91.3
92.0
92.7
93.3
94.0
94.7
95.3
96.0
96.7
97.3
98.0
98.7
99.3
100.0
150
100.0
100.0
30
Table 3: Primary Activities During Visit
Frequency
Missing
Total
Relaxing and enjoying the scenery
Visiting local attractions
Visiting parks
Visiting historical sites
Shopping
Dining out
Fishing
Water sports
Family event (wedding/reunion)
Meeting
Other outdoor activities
Children‘s activities
Attending a festival/event
Total
System
51
54
18
49
19
52
3
5
4
8
10
3
12
81
60
150
Percent
34.0
36.0
12.0
32.7
12.7
34.7
2.0
3.3
2.7
5.3
6.7
2.0
8.0
54.0
46.0
100.0
Valid
Percent
63.0
66.7
22.2
60.5
23.5
64.2
3.7
6.2
4.9
9.9
12.3
3.7
14.8
100.0
Cumulative
Percent
31
Appendix A, Easter Egg Hunt Rack Card
32
Appendix B, Doll Wedding Rack Card
33
Appendix C, Elementary School Contact List
Elementary Schools and Girl Scout Troops
Baldwin County
Blandy Hills Elementary School
375 Blandy Road
Milledgeville, GA 31061
478-457-2495
685 Students
Creekside Elementary
372 Blandy Road
Milledgeville, GA 31061
Phone: 478-457-3301
FAX: 478-4573340
745 Students
Midway Elementary
101 Carl Vinson Rd.
Milledgeville, GA 31061
478-457-2440
668 Students
John Milledgeville Academy
197 Log Cabin Road NE
Milledgeville, GA 31061
478-452-5570
377 elementary school students
Putnam County
Gatewood School
139 Phillips Dr
Eatonton, GA 31024
706-485-8231
250 elementary students
34
Greene County
Greensboro Elementary School
1441 Martin Luther King Jr. Dr
Greensboro, GA 30645
706-453-3305
686 Students
Girl Scout Troops for Baldwin and Hancock Counties
18 Troops
8-16 girls per troop.
Avg. 216 Girls
Contact Charlotte Williamson for troop meeting locations for distributing flyers.
706-484-2335
1,921 total girls
35
Appendix D, Easter Egg Hunt Flyer
36
Appendix E, Doll Wedding Flyer
37
Appendix F, Easter Egg Hunt Advertisement
38
Appendix G, Doll Wedding Advertisement
39
Appendix H, Newspaper Advertising Prices
Black & White Newspaper advertising
Easter Egg Hunt:
o Lake Oconee Breeze:
March 28, ¼ page: $102.70
o Eatonton Messenger & Lake Oconee News:
March 29, ¼ page $94.50
o The Morgan County Citizen
March 29, ¼ page $54.00
Doll Wedding
o Lake Oconee Breeze:
April 18, ¼ page: $102.70
o Eatonton Messenger & Lake Oconee News:
April 19, ¼ page $94.50
o The Morgan County Citizen
April 19, ¼ page $54.00
40
Appendix I, Facebook
Facebook is a social networking site that is used to connect individuals into a community-like setting with
those of similar interests. For businesses this is another useful way to connect on a personal level between
the business and the customers.
Facebook Page Name: Georgia‘s Old Governor‘s Mansion
Username/Login: [email protected]
Password: governormansion
41
Appendix J, Twitter Guidelines and Sample Tweets
Twitter has various tools such as hashtags (#), retweets (RT), direct messages (DM), and at
mentions (@). Hashtags are a way to become a part of a trending conversation. Retweets are a way to
quote statements that you like from other Twitter users. Retweeted statements are often relevant to your
business or personal beliefs depending on how a Twitter account is used. Direct messages are a way to
send private personal messages to individual twitter followers. At mentions is a way to mention a Twitter
user that would find your tweet relevant, also to respond publicly to Twitter follower who reached you
publicly. All Tweets are limited to 140 characters.
Example Tweets for Christmas Event-
1. The holiday season is here! Celebrate all month with the Old Governor‘s Mansion with
holiday tours! #happyholidays
2. Jingle Bells, Jingle Bells, Jingle All the Way…to the Mansion for holiday tours TuesdaySaturday 10-4 and Sunday 2-4!
3. Get in the holiday spirit Mansion style! Holiday tours Tuesday-Saturday 10-4 and Sunday
2-4!
4. Did you come visit the Mansion during the holidays? We want to hear from you! Check
us out on Facebook!
5. @TwitterUser So glad you came to visit us, we hope you had a merry time! Don‘t forget
to check us out on Facebook, too!
42
Example Tweets for Easter Event-
1. Hippity hoppity Easter‘s on its way! This Saturday is the big Mansion Easter Egg Hunt!
Fun for all ages with crafts and light refreshments provided!
2. We‘re dyeing the eggs and setting out the crafts, will you be here this Saturday for the
first annual Easter Egg Hunt? We hope so! Learn more online at:
http://www.facebook.com/group.php?gid=5855519457
3. We‘re hiding the eggs and pouring the punch, we can‘t wait for you all to get hear! Today
from 10-11:30 is the Easter Egg Hunt on the front lawn!
4. Aaannnd they‘re off! The first eggs have been found but there‘s still time to get down to
the Mansion‘s front lawn for fun crafts and light refreshments!
5. What a fun day! We loved having everyone out on the lawn for our first annual Easter
Egg Hunt! Remember, if you want to rent out the Mansion‘s front lawn we‘d be happy to
help, just call or go online!
Example Tweets for Doll Wedding-
1. We‘re hearing wedding bells! The Mansion‘s doll wedding is this Saturday, bring your
doll friends! http://www.facebook.com/group.php?gid=5855519457
2. Save the Date! This Saturday the dolls are getting married on the Mansion lawn! Be there
for the grand event with light refreshments, just $5!
3. The big day is here! The bride is getting all dolled up, will you be here with your dolls,
too? The nuptials are at 11 am, and just $5!
4. It was so beautiful, we are so glad everyone came out today to witness the doll wedding.
Need a place to hold your wedding or pictures? Just call (478) 445 4545
43
5. Did you attend the wedding? We posted pictures on Facebook!
http://www.facebook.com/group.php?gid=5855519457
Example Generic Tweets-
1. Did you come visit the Mansion? We want to hear from you! Check us out on Facebook!
http://www.facebook.com/group.php?gid=5855519457
2. Man, museums are hard to keep up! Especially one as big as the Old Governor‘s
Mansion. Come see our hard work today, tours start at 10 am Tuesday-Saturday!
3. Didn‘t you say you wish you knew a little more about Milledgeville? Well here‘s your
chance, come visit the Mansion today and hear about Milledgeville‘s roll in Georgia‘s
history!
4. How many pounds of firewood did it take to heat up the Mansion during the winter?
Come find out and learn more about Milledgeville history daily 10-4!
5. So many neat new items at the gift shop we can hardly stand it! Come by and have a look
today from 10-4!
6. @TwitterUser So glad you had a great time! Don‘t forget to check us out on Facebook,
too! http://www.facebook.com/group.php?gid=5855519457
44
Appendix K, Twitter
To log into the Twitter account, username and password are required.
Twitter Handle: @OldGovMansion
Username/ Login: OldGovMansion
Password: governormansion
45
Appendix M, Governor’s Mansion VNR Script
PHOTOS
1. Landscape photograph of the
mansion
2. Governor‘s Mansion door,
―Executive Mansion 1838‖
3. Columns of the Governor‘s
Mansion zooming in
4. Columns of the Governor‘s
Mansion zooming out
5. Side view of Governor‘s Mansion
zooming in
6. Side view of Governor‘s Mansion
AUDIO
Georgia‘s Old Governor‘s Mansion was
completed in 1839 and is one of the finest
examples of High Greek Revival architecture
in the nation. The mansion looms over
Milledgeville even today with its stately
columns and imposing façade. The mansion‘s
history encompasses the antebellum, Civil War,
and Reconstruction phases of Georgia‘s
history. The mansion served as the residence
for Georgia‘s chief executive officers for over
thirty years. The mansion served as a stage on
which many elements of complex social issues
zooming out
played out including slaver, complexity of
7. Old Governor‘s Mansion historic
site sign.
8. Image of William T. Sherman and
troops taking the Governor‘s
Mansion as a ―prize‖
9. The Old Governor‘s Mansion Logo
society, and gender roles. Also, the mansion
served as a ―prize‖ during William T.
Sherman‘s ―March to the Sea.‖
46
Appendix N, YouTube Channel
YouTube is an interactive audiovisual media tool, which allows users to view videos and share media
with their peers. A YouTube channel allows videos from a company or organization to be seen on a single
page. The company or organization uses the channels as a navigation tool with other videos created.
YouTube Channel Name: OldGovMansion‘s Channel
Username/Login: [email protected]
Password: governormansion
47
Appendix O, Easter Egg Hunt Video Script
PHOTOS
AUDIO
The images should be pictures and videos taken Georgia‘s Old Governor‘s Mansion, associated
from the event.
with Georgia College, has invited children in
Milledgeville for an Easter egg hunt on the
mansion‘s lawn. Following the egg hunt, the
children were able to decorate Easter eggs and
enjoy light refreshments. This is the first year
the mansion has held this event and it was a
great success enjoyed by the children and their
parents. For more information on this event
please contact the mansion at (478) 445-4545.
48
Appendix P, Christmas Tree Lighting Video Script
PHOTOS
AUDIO
The images should be pictures and videos taken Georgia‘s Old Governor‘s Mansion, associated
from the event.
with Georgia College, opened its doors to
welcome the public to begin their holiday
season. The MaxNoah singers were present
singing holiday carols while people toured the
mansion. The mansion‘s tree lighting is an
annual tradition that marks the beginning of the
season. Planning for Christmas takes months to
pull off and the public is always excited to see
the results of the decorations. For more
information on this event please contact the
mansion at (478) 445-4545.
49
Appendix Q, Doll Wedding Video Script
PHOTOS
AUDIO
The images should be pictures and videos taken Georgia‘s Old Governor‘s Mansion, associated
from the event.
with Georgia College, cordially invited the
young ladies of Milledgeville and their most
beloved doll friends to attend a doll wedding
on the lawn. This event has historical
significance, as it is a reenactment of the doll
wedding the Governor‘s daughter put on for
enjoyment and invited the ladies of
Milledgeville. Light refreshments and
entertainment were provided following the
wedding. For more information on this event
please contact the mansion at (478) 445-4545.
50
Appendix R, Media List
Event Press Release Media List
Print
Atlanta Journal Constitution
Send news tips to [email protected]<[email protected]>
Nedra Rhone
GA Reporter
[email protected]
404-526-5465 Beats
Jill
Vejnoska Sunday Living and Arts Reporter [email protected] 404-526-5873 Sunday
T
T
To submit events:
1) Go here: http://entertainment.accessatlanta.com/listings. Click on "Create Your Event"
2) Fill out the registration form, which will return you to the event form.
3) Fill out the event form. You will receive notification when your event is approved and
posted. It will then be eligible to be included in the AJC's print calendars as well.
Union Recorder
165 Garrett Way
Milledgeville, GA 31061
Newsroom phone: 478.453.1450
Newsroom fax: 478.453.1459
Web: http://unionrecorder.com/
- Managing News Editor –Natalie Davis
478.453.1462
[email protected]
-Personal Contact: Sarah Beth Ariemma, writer
706.429.5420
[email protected]
The ‗Ville
P.O. Box 520
Milledgeville, GA 31061
- Contact: Natalie Davis
478.453.1462
[email protected]
The Colonnade
Maxwell Student Union 128
Phone: 478.445.4511
Web: [email protected]
-Editor: Bobbi Otis
51
News desk: [email protected] (Aubrie Sofala)
Features desk: [email protected] (Lauren Davidson)
Sports desk: [email protected] (Sam Hunt)
Ad desk: [email protected] (Hillary Strickland)
The Macon Telegraph
120 Broadway
Macon, GA 31201
Phone: 478. 744.4200
Fax: 478. 744.4385
Web: http://www.macon.com/
-Sherrie Marshall –Executive Editor
[email protected]
478.744.4411
- Renee Martinez –Entertainment Copy Editor
[email protected]
Baldwin Bulletin
136 South Wayne Street
Milledgeville, Ga 31061
Phone: 478.452.1777
Fax: 478.452.8464
Web: www.thebaldwinbulletin.com
Deadline: 2 p.m., Tuesday before publication date
-Pam Beer -Editor
[email protected]
Savannah Daily News
Coastal Empire News
Main Tel: 912-388-4692 P.O. Box 15847,
Savannah, GA 31416
Staff Reporter
[email protected]
Phone Extension: 100
Augusta Chronicle
Alan English
Executive Editor
706-823-3487
[email protected]
725 Broad Street
Augusta, GA 30901
Phone: 706-724-0851
Toll Free: 866-249-8223
52
After Hours Newsroom Phone: 706-823-3338
Newsroom Fax: 706-722-7403
Sports Fax: 706-823-3408
Editorial Fax: 706-823-3345
Access North Georgia
1102 Thompson Bridge Rd.
Gainesville, GA 30501,
770-531-0604 (newsroom)
770-532-9921 (main)
Email
[email protected]
Radio
WKZR 102.3 FM, Country Radio
1250 W Charlton St
Milledgeville, GA 31061
Web: http://country102fm.com/
-Contact: Ava
478.452.0586
[email protected]
Z97 Radio
156 Lake Laurel Rd NE
Milledgeville, GA 31061
Phone: 478.453.9406
Fax: 478.453.3298
Web: http://z97online.com/
-Tony Taylor -Operations Manager/On-Air
Personal email: [email protected]
WGUR (88.9FM Edge)
Web: http://gcsuradio.com/
-Chris Rogers –Production
(478)445-1694
Email: [email protected]
Broadcasting
41 NBC WMGT
301 Poplar Street
53
Macon, GA 31201
Phone: 478.745.4141
Web: http://www.41nbc.com/
-Brandon Long -News Director
[email protected]
-Dustin Wilson -Reporter
[email protected]
13 WMAZ
1314 Gray Highway
Macon, Georgia 31211
Phone: 478.752.1313
Web: http://www.13wmaz.com/
Email: [email protected]
WGXA Fox 24/ ABC 16
599 Martin Luther King Jr. Blvd
Macon, Georgia 31201
News line: 478-743-0742
Business line: 478-745-2424
Web: www.newscenntralga.com
-Deana Hobby Mathes (GC alumna)
WTOC Savannah News
Submit your news tips to [email protected]
Submit photos and video to [email protected]
WSB-TV Channel 2 Action News Atlanta
Mailing Address:
1601 West Peachtree Street NE - Atlanta, Georgia 30309
Main phone number: 404-897-7000
News tips:[email protected]
Station or programming comments:[email protected]
Submit a community event:[email protected]
54
Appendix S, Easter Egg Hunt Press Release
For Immediate Release
March 20, 2012
Contact: Jim Turner
(478) 445-4545
[email protected]
Old Governor‘s Mansion Hosts First Easter Egg Hunt
MILLEDGEVILLE, Ga.—In the spirit of the famous annual Easter Egg Roll at the White
House, the Old Governor‘s Mansion invites the community to the first annual Easter Egg Hunt
on Saturday, March 31 from 2- 4 p.m.
―We want the mansion space to be more integrated into the community,‖ said Jim Turner,
director of The Old Governor‘s Mansion. ―We have such a great space that can be used for so
many different things.‖
The mansion lawn will be covered with eggs, separated by age group. Light refreshments and an
Easter craft activity will be provided.
Parents and families are invited to take mansion tours during the event, with one dollar off
admission.
For more information please contact Jim Turner at 478-445-4545 or visit
www.gcsu.edu/mansion.
The Old Governor‘s Mansion was completed in 1839, and is one of the finest examples of High
Greek Revival architecture in the nation. The Mansion is located in Milledgeville, Ga. and
served as the residence of Georgia‘s chief executives from 1839 until 1863. The Mansion was
designated a National Historic Landmark in 1973.
ABOUT GEORGIA COLLEGE: Georgia College & State University, the state's designated
Public Liberal Arts University, combines the educational experience expected at esteemed
private liberal arts colleges with the affordability of public higher education. Its four colleges –
arts and sciences, business, education and health sciences – provide 6,600 undergraduate and
graduate students with an exceptional learning environment that extends beyond the classroom,
with hands-on involvement with faculty research, community service, residential learning
communities, study abroad and myriad internships.
###
55
Appendix T, Doll Wedding Press Release
For Immediate Release
April 4, 2012
Contact: Jim Turner
(478) 445-4545
[email protected]
Old Governor‘s Mansion Hosts the First Historic Doll Wedding
MILLEDGEVILLE, Ga.—Old Governor‘s Mansion is pleased to invite the young ladies of
Georgia and their special doll friends to a doll wedding reenactment commemorating the
Antebellum South on Saturday, April 28 from 11 a.m. to 12:30 p.m. on the lawn of the Mansion
in Milledgeville.
During the Civil War, the governor of Georgia‘s daughter found wartime in Milledgeville not the
least bit exciting. She requested a wedding be held for her beloved dolls; a wedding in which all
the most distinguished ladies of Georgia were in attendance.
Entertainment is provided by the Georgia College Jazz Quartet with cake and light refreshments
provided.
―In the grand tradition of Civil War reenactments, we wish to extend the experience to children
and families of Georgia while showcasing all the Mansion has to offer,‖ said Jim Turner, director
of The Old Governor‘s Mansion.
Tours will be given during the event with a $1 discount off the admission price.
For more information please contact Jim Turner at 478-445-4545 or visit
www.gcsu.edu/mansion.
The Old Governor‘s Mansion was completed in 1839, and is one of the finest examples of High
Greek Revival architecture in the nation. The Mansion is located in Milledgeville, Ga. and
served as the residence of Georgia‘s chief executives from 1839 until 1863. The Mansion was
designated a National Historic Landmark in 1973.
ABOUT GEORGIA COLLEGE: Georgia College & State University, the state's designated
Public Liberal Arts University, combines the educational experience expected at esteemed
private liberal arts colleges with the affordability of public higher education. Its four colleges –
arts and sciences, business, education and health sciences – provide 6,600 undergraduate and
graduate students with an exceptional learning environment that extends beyond the classroom,
with hands-on involvement with faculty research, community service, residential learning
communities, study abroad and myriad internships.
###
56
Appendix U, PSA for Doll Wedding
To be run from Monday, April 21, 2012 to Saturday, April 21, 2012
Contact: Jim Turner
Georgia‘s Old Governor‘s Mansion
(478) 445-4545
www.gcsu.edu/mansion
Radio (30 seconds)
GEORGIA‘S OLD GOVERNOR‘S MANSION, ASSOCIATED WITH GEORGIA COLLEGE,
CORDIALLY INVITES THE YOUNG LADIES OF GEORGIA AND THEIR MOST BELOVED DOLL
FRIENDS TO ATTEND A DOLL WEDDING… THE WEDDING WILL BEGIN PROMPTLY AT 11
A-M SATURDAY, APRIL 21ST ON THE MANSION‘S FRONT LAWN… REFRESHMENTS AND
ENTERTAINMENT WILL BE PROVIDED UNTIL 12:30 P-M… TICKETS ARE 5- DOLLARS PER
GUEST AND THE MANSION KINDLY REQUESTS AN RSVP IN ADVANCE TO THE MANSION
AT (478) 445-4545…
57
Appendix V, PSA for Christmas Tree Light
To be run from Wednesday, Nov. 14, 2012 to Saturday, Dec. 1, 2012
Contact: Jim Turner
Georgia‘s Old Governor‘s Mansion
(478) 445-4545
www.gcsu.edu/mansion
Radio (30 seconds)
GEORGIA‘S OLD GOVERNOR‘S MANSION, ASSOCIATED WITH GEORGIA COLLEGE,
CORDIALLY INVITES YOU TO SHARE THE MANSION‘S ANNUAL TREE LIGHTING… COME
BEGIN YOUR CHRISTMAS SEASON WITH HOLIDAY CHEER AT THE MANSION… THE
GEORGIA COLLEGE MAXNOAH SINGERS WILL BE PRESENT WITH HOLIDAY CAROLING…
THIS EVENT IS FREE TO THE PUBLIC AND WILL BE HELD ON SATURDAY, DEC. 1ST, 2012
FROM 11 A-M TO 1 P-M… FOR MORE INFORMATION PLEASE CONTACT THE MANSION AT
(478) 445-4545…
58
Appendix W, PSA for Easter Egg Hunt
To be run from Wednesday, March 14, 2012 to Saturday, March 31, 2012
Contact: Jim Turner
Georgia‘s Old Governor‘s Mansion
(478) 445-4545
www.gcsu.edu/mansion
Radio (30 seconds)
GEORGIA‘S OLD GOVERNOR‘S MANSION, ASSOCIATED WITH GEORGIA COLLEGE,
INVITES YOU TO ATTEND A CHILDREN‘S EASTER EGG HUNT… EGG HUNTS WILL BE
DIVIDED BY AGE GROUP… CRAFTS AND LIGHT REFRESHMENTS WILL BE PROVIDED
FOLLOWING THE EGG HUNTS… THE EVENT WILL BE SATURDAY, MARCH 31ST FROM 2 TO
4 P-M… THIS EVENT IS FREE TO THE PUBLIC… FOR MORE INFORMATION PLEASE
CONTACT THE MANSION AT (478) 445-4545…
59
Appendix X, Timeline
Date
Event
Tasks
General

3- Jan
General


Input new Twitter Statuses for the
week
Post new video on YouTube
Update Facebook Status
6- Jan
General

Old South Character Volunteers
8- Jan
General

9- Jan
Egg Hunt

Input new Twitter statuses for the
week
Create rack cards for egg hunt
9- Jan to 13- Jan
General

10- Jan
General

15- Jan
General

16- Jan
Egg Hunt

16- Jan to 20Jan
General

Mass delivery of updated
materials
17- Jan
General

Update Facebook Status
22- Jan
General

23- Jan to 24Jan
General

Update new Twitter statuses for
the week
Call CVBs to confirm receipt of
updated materials
24- Jan
General

Update Facebook status
29- Jan
General

30-Jan
Doll Wedding

31- Jan
General

Input new Twitter statuses for the
week
Create rack cards for doll
wedding
Update Facebook status
1- Feb
General

Post new video on YouTube
1- Jan
Update promotional materials
(fliers and rack cards)
Update Facebook Status
Input new Twitter statuses for the
week
Deliver rack cards for event
Responsibility
of
60
3- Feb
General

Old South Character Volunteers
5- Feb
General

6- Feb
Doll Wedding

Input new Twitter statuses for the
week
Deliver rack cards for event
7- Feb
General

Update Facebook status
12- Feb
General

14- Feb
General

19- Feb
General

21- Feb
General

Input new Twitter statuses for the
week
Update Facebook status
(Valentine‘s Day Themed)
Input new Twitter statuses for the
week
Update Facebook status
26- Feb
General

27- Feb
Egg Hunt
28- Feb
General



Egg Hunt

Get egg hunt flier approved by
Board of Education
1- Mar
General

2- Mar
General

Post new video on YouTube
(about egg hunt)
Old South Character Volunteers
4-Mar
General

5- Mar
Doll Wedding


General

Egg Hunt

7- Mar
Egg Hunt
11- Mar
General



12- Mar
Egg Hunt

6- Mar
Input new Twitter statuses for the
week
Create egg hunt flier
Place egg hunt food order
Update Facebook status
Input new Twitter statuses for the
week
Schedule doll wedding AV
materials
Schedule doll wedding
furnishings
Update Facebook status
Deliver egg hunt fliers to schools
and youth groups
Write egg hunt press release
Write egg hunt PSA
Input new Twitter statuses for the
week
Create egg hunt advertisement
61
13- Mar
General

Update Facebook status
14- Mar
Egg Hunt
16- Mar
Egg Hunt



18- Mar
General

19- Mar
Egg Hunt

Distribute egg hunt PSA
Distribute egg hunt press release
Purchase egg hunt decorating
materials and filler candy
Input new Twitter statuses for the
week
Send egg hunt advertisement to
newspapers
Doll Wedding

Place doll wedding food order
20- Mar
Egg Hunt

21- Mar
Egg Hunt

25- Mar
General

26- Mar
Egg Hunt

Create egg hunt Facebook event
and invite people
Dye eggs and fill eggs for egg
hunt
Input new Twitter statuses for the
week
Confirm food, furnishings, and
AV for egg hunt
Doll Wedding

Create save the date for doll
wedding
Doll Wedding

Get save the date approved by
Board of Education
General

Update Facebook status
28- Mar
Doll Wedding
29- Mar
Doll Wedding



30- Mar
Egg Hunt

31- Mar
Egg Hunt


Write doll wedding press release
Write doll wedding PSA
Create YouTube video for doll
wedding
Coordinate delivery and set up of
furnishings and AV materials
Pick-up and deliver food
EVENT DAY
1- Apr
Egg Hunt

General

Doll Wedding


27-Mar
2- Apr
Event follow up (thank
volunteers)
Input new Twitter statuses for the
week
Upload YouTube video
Create advertisement for doll
wedding
62
Doll Wedding

Begin distribution of save the
dates to schools and youth groups
General

Update Facebook status
Doll Wedding

6- Apr
General


Distribute doll wedding press
release
Distribute doll wedding PSA
Old South Character Volunteers
8- Apr
General

9- Apr
Doll Wedding

10- Apr
General

15- Apr
General

16- Apr
Doll Wedding

Input new Twitter statuses for the
week
Confirm event furnishings
17- Apr
General

Update Facebook status
20- Apr
Doll Wedding


21- Apr
Doll Wedding

Pick-up and deliver food
Coordinate delivery and set up of
furnishings and AV materials
EVENT DAY
22- Apr
General

23- Apr
Doll Wedding

24- Apr
General

29- Apr
General

1- May
General
4- May
General



6- May
General

8- May
General

13- May
General

3- Apr
4- Apr
Input new Twitter statuses for the
week
Send doll wedding advertisement
to newspapers
Update Facebook status
Input new Twitter statuses for the
week
Event follow up (thank
volunteers)
Update Facebook status
Input new Twitter statuses for the
week
Upload YouTube video
Update Facebook status
Old South Character Volunteers
Input new Twitter statues for the
week
Update Facebook status
Input new Twitter statuses for the
week
63
15- May
General

Update Facebook status
20- May
General

22- May
General

Input new Twitter statues for the
week
Update Facebook status
27- May
General

29- May
General

1- Jun
General
3- Jun
General



5- Jun
General

10- Jun
General

12- Jun
General

17- Jun
General

19- Jun
General

24- Jun
General

26- Jun
General

1- Jul
General


3- Jul
General

Upload YouTube video
Input new Twitter statuses for the
week
Update Facebook status
6- Jul
General

Old South Character Volunteers
8- Jul
General

10- Jul
General

Input new Twitter statuses for the
week
Update Facebook status
9- Jul to 13- Jul
General

15- Jul
General

16- Jul to 20- Jul
General

Input new Twitter statues for the
week
Update Facebook status
Update YouTube video
Old South Character Volunteers
Input new Twitter statues for the
week
Update Facebook status
Input new Twitter statues for the
week
Update Facebook status
Input new Twitter statuses for the
week
Update Facebook status
Input new Twitter statuses for the
week
Update Facebook status
Update promotional materials
(fliers and rack cards)
Input new Twitter statuses for the
week
Mass delivery of updated
materials
64
17- Jul
General

Update Facebook status
22- Jul
General

23- Jul to 24- Jul
General

24- Jul
General

Input new Twitter statuses for the
week
Call CVBs to confirm receipt of
updated materials
Update Facebook status
29- Jul
General

31- Jul
General

Input new Twitter statuses for the
week
Update Facebook status
1- Aug
General

Upload YouTube video
3- Aug
General

Old South Character Volunteers
5- Aug
General

7- Aug
General

Input new Twitter statuses for the
week
Update Facebook status
12- Aug
General

14- Aug
General

19- Aug
General

21- Aug
General

26- Aug
General

28- Aug
General

Input new Twitter statuses for the
week
Update Facebook status
1- Sep
General

Upload YouTube video
2- Sep
General

4- Sep
General

Input new Twitter statuses for the
week
Update Facebook status
7- Sep
General

Old South Character Volunteers
9- Sep
General

11- Sep
General

16- Sep
General

Input new Twitter statuses for the
week
Update Facebook status (In
memory of Sept. 11)
Input new Twitter statuses for the
week
Input new Twitter statues for the
week
Update Facebook status
Input new Twitter statuses for the
week
Update Facebook status
65
18- Sep
General

Update Facebook status
23- Sep
General

25- Sep
General

Input new Twitter statuses for the
week
Update Facebook status
30- Sep
General

1- Oct
General

Input new Twitter statuses for the
week
Upload YouTube video
2- Oct
General

Update Facebook status
5- Oct
General

Old South Character Volunteers
7- Oct
General

9- Oct
General

Input new Twitter statuses for the
week
Update Facebook status
14- Oct
General

16- Oct
General

21- Oct
General

23- Oct
General

28- Oct
General

30- Oct
General

Input new Twitter statuses for the
week
Update Facebook status
1- Nov
General

Upload YouTube video
2- Nov
General

Old South Character Volunteers
4- Nov
General

6- Nov
General

Input new Twitter statuses for the
week
Update Facebook status
7- Nov
Christmas


11- Nov
General

12- Nov
Christmas

Input new Twitter statuses for the
week
Update Facebook status
Input new Twitter statuses for the
week
Update Facebook status
Write Tree Lighting PSA
Write Tree Lighting Press
Release
Input new Twitter statuses for the
week
Create Tree Lighting
advertisement
66
13- Nov
General

Update Facebook status
14- Nov
General


18- Nov
General

20- Nov
General

Distribute Tree Lighting PSA
Distribute Tree Lighting Press
Release
Input new Twitter statuses for the
week
Update Facebook status
25- Nov
General

26- Nov
Christmas

Input new Twitter statuses for the
week
Confirm MaxNoah singers
27- Nov
General

Update Facebook status
1- Dec
General

Upload YouTube video
Christmas

EVENT DAY
2- Dec
General

3- Dec
Christmas

4- Dec
General

Input new Twitter statuses for the
week
Event follow up (thank Governor
and volunteers)
Update Facebook status
7- Dec
General

Old South Character Volunteers
9- Dec
General

11- Dec
General

Input new Twitter statuses for the
week (include a Hanukkah post)
Update Facebook status
16- Dec
General

18- Dec
General

23- Dec
General

25- Dec
General

30- Dec
General

Input new Twitter statuses for the
week
Update Facebook status
Input new Twitter statuses for the
week (include a Christmas post
and Mansion closings)
Update Facebook status (include
Christmas)
Input new Twitter statuses for the
week
67
Appendix Y, Budget
Category
Estimated
Quantity
Estimat
ed Cost
per Unit
Estimated
$0.28
$279.98
Notes
Subtotal
Communications
Promotional Rack Card
1000
Communications Cost Total
($279.98)
Events:
Event Price Per Person
100
$5
$500
Doll Wedding
Number of attendees
100
$0
Cupcakes
100
$0
Fruit Platter
100
$0
Vegetable Platter
100
$0
*Wedding Snacks:
Punch
12 Gallons
$9.95
$119.00
Tax (10%)
$10.66
Food & Beverage gratuity
$32.91
($162.57)
Meal Costs Subtotal
*List Services
GC Jazz Quartet
1
$0
$0
Wedding Officiant
1
$0
$0 Volunteer
Attendants
4
$0
$0 Volunteers
68
Food Servers
4
$0
$0 Volunteers
($0.00)
List Service Costs Subtotal
*Audio/ Visual Services
Basic PA system & Podium
1
$0
$0 Provided by GC
Power Strips
3
$0
$0 Provided by GC
Extension Cords
3
$0
$0 Provided by GC
Lavaliere Microphone
1
$0
$0 Provided by GC
Labor & AV Technicians
1
$0
$0 Provided by GC
Tax (8.8%)
$0
$0
($0.00)
Audio/ Visual Costs Subtotal
*Furnishings List
Tent
1
$0
$0 Provided by GC
Long Tables
3
$0
$0 Provided by GC
Long White Table Cloths
1
$0
$0 Provided by GC
Medium Circular Tables
10
$0
$0 Provided by GC
Medium Circular Table Cloths
10
$0
$0 Provided by GC
Podium
1
$0
$0 Provided by GC
Punch Bowl
1
$0
$0 Provided by GC
($0.00)
Furnishing List Subtotal
*Additional Costs
Invitation (printing & postage)
20 reams
$8.79
$87.90
69
Ink for printing
Newspaper Advertising
2 blk cartridges
$13.50
$27.00
3 ads
$83.73
$251.20
Additional Costs Subtotal
($366.10)
Doll Wedding Total
($528.67)
Event Price Per Person
100
$2
$200
16 dozen $4.64/12
$74.40
Easter Egg Hunt
Number of attendees
100
*Meal (light refreshments)
Cookies
Vegetable Platter
5
$0
$0
Fruit Platter
5
$0
$0
12 gallons
$9.85
$118.20
Lemonade
Tax (7%)
$16.55
Food & Beverage Gratuity
$43.89
($253.04)
Meal Costs Subtotal
*Activity Costs
Plastic Eggs
14 pcks of 144
$10
$140
Assorted Candies
30
$0
$360
Real Eggs
60
$8.78
$26.34
Vinegar
2 bottles
$1.82
$3.64
Egg dye
5 kits
$3.36
$16.80
70
Paper
1 Ream
$4.00
$4.00
8
$1.10
$8.80
Googlie Eyes
4 packs
$4.00
$16.00
Sparkle Pom Poms
3 packs
$4.00
$12.00
1 pack
$3.76
$3.76
12
$0.66
$7.88
Glue
Cotton Balls
Scissors
$599.22
Activity Subtotal
Tax (10%)
$59.92
($659.14)
Total Activity Cost
*Audio/ Visual Services
Basic PA system
1
$0
$0 Provided by GC
Power Strips
1
$0
$0 Provided by GC
Extension Cords
1
$0
$0 Provided by GC
iPod Player
1
$0
$0 Provided by GC
Lavaliere
1
$0
$0 Provided by GC
Labor & AV Technicians
2
$0
$0 Volunteers
Tax (8.8%)
$0
($0.00)
Audio/ Visual Costs Subtotal
*Additional Costs
Flier (printing)
Paper
Newspaper Advertisement
3,267
800
$0.09
$70.32
3 ads
$83.73
$251.20
71
Ink
Admission Discount
2 blk cartridges
$13.50
$27.00
50
$1
$50
Tax (10%)
$39.85
($438.37)
Additional Costs Subtotal
($1,350.55)
Egg Hunt Total
Event Price Per Person
50
$0
$0
$0
$0 GC MN Singers
Christmas Tree Lighting
Number of attendees
50
*Services
GC MaxNoah Singers
1
($0.00)
Services Cost Subtotal
*Audio/ Visual Services
Basic PA System
1
$0
$0 Provided by GC
Power Strips
1
$0
$0 Provided by GC
Extension Cords
1
$0
$0 Provided by GC
iPod Player
1
$0
$0 Provided by GC
Lavaliere Microphone
1
$0
$0 Provided by GC
Labor & AV Technicians
2
$0
$0 Volunteers
Tax (8.8%)
Audio/ Visual Costs Subtotal
$0
($0.00)
72
($0.00)
Christmas Tree Light Total
Promotions
Groupon
50
$7
$350
Loyalty Ticket Discount
50
$2
$100
Loyalty Store Discount
50
$2.50
$125
Promotions Cost Total
($575.00)
Advertising
Event Services Postcards
500
$0.24
$123.77
Advertising Costs Total
($123.77)
Total Cost of IMC Plan
$,2857.97
Ticket Prices
Total Budget
$700.00
($2,157.97)
73
Appendix Z, Bunny Egg Craft
74
Appendix AA, Groupon
Groupon is an online couponing site that has become popular nationwide. This is an easy to use
and draws customers in to create a wider audience.
Username/Login: [email protected]
Password: governormansion
75
Appendix AB, Event Bookings Postcard
Front:
Back:
76
Appendix AC, Gmail Account
This email was created in order to set up the different accounts created. Each account can be changed to
an email of your liking if you choose to continue the accounts.
Username/Login: [email protected]
Password: governormansion
Recovery Account: [email protected]

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