Engaging a Broader Public: Effective Framing and Strategic Marketing for Historic Preservation Natio

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Engaging a Broader Public Effective Framing and
StrategicMarketing for Historic
PreservationNational Preservation
ConferenceOctober 2, 2007 St. Paul, Minnesota
Interactive Session, 2 - 5 pm Eric
Friedenwald-Fishman, creative director/presidentM
etropolitan Group
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Agenda

• Introduction
• VisionWhat will be different and why does this
  matter?
• Key framing challenges and what weve learned
• Discussion 1Relevancy and benefits
• Break
• Discussion 2How to engage broad audiences
• WorkshopRoundtables discussions to brainstorm on
  current marketing challenges, plus report-backs

• 2 pm - 210 pm
• 210 pm - 230 pm
• 230 pm - 250 pm
• 250 pm - 320 pm
• 320 pm - 335 pm
• 335 pm - 400 pm
• 400 pm - 500 pm

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Introduction

• Framing, marketing and engagement matter
• We are all in the storytelling businesswe must
  tell stories in a way that is powerful
• and relevant
• Our gap is not one of actual impact and relevance
  but of perceived impact
• and relevance
• We cannot advance as a movement without broader
  engagement, a willingness to change, and a
  commitment to reaching beyond our own and our
  current champions comfort zone

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Vision

• What will be different in 5 years in the U.S. and
  in your community if strong public will exists
  for historic preservation?
• In peoples daily lives?
• In our culture?
• In the built environment?
• In our organizations?
• In other ways?

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Key challenges

• Assessment of current preservation messaging
• How we are framing the conversation and the
  messages we are sending

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What we have learned

• Framing is about setting context and connects to
  the existing values through which audiences view
  an issue
• Framing serves to attract attention/cut through
  the clutter, assign responsibility and create
  opportunity for personal commitment
• How preservation messages are perceived
• Key directions to consider for message framing
  for historic preservation

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Research learnings

• Bull's-eye audience (latent preservationist
  boomers) has huge untapped potential, but will
  require different messaging.
• Current messages are focused more on places than
  people
• Messages focused on certain times or places that
  certain people have determined are important
• Preservation for its own sake
• Someone elses problem that others will take care
  ofYou dont need meis not engaging or welcoming

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Words matter

• Heritage is a strong personal association
  concept and positive emotional cord (needs
  caution in the South)
• Culture is seen as indicating separate and
  exclusive or means my own ethnic heritage and is
  a difficult link to historic preservation
• Historic is seen as limitingas this is where XYZ
  happened, and is not associated with post-modern
  life
• Conservation takes people to nature and wildlife
  and in context of historic preservation sends a
  look, DONT touch message
• Preservation better expresses saving and using
  but does not indicate historic and worthwhile
• Historic Preservation conveys save and use with
  integrity and value

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Framing recommendations

• Utilize historic preservation whenever possible
  as an entire concept
• Trigger the value of heritage in your message
  framing
• Define historic preservation as being about what
  people articulate as benefits (range that appeals
  to different people based upon their
  needs/values)dont forget the why it matters
• Know that people care about themselvesin my own
  backyard
• Include people in language, images, etc.
• Overtly invite/welcome people into the work
  shared responsibility.

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Discussion 1 talking the talk

• How do we frame historic preservation in ways
  that communicate relevancy how does it matter to
  current audiences? New audiences?
• How do we frame and communicate the benefits of
  historic preservation (value and values
  proposition)
• What has worked? Success stories

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Break
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Discussion 2 walking the walk

• How do we really engage more diverse audiences?
• What organizational work do we need to do to be
  ready to deliver on promise?
• What structural, programmatic and role changes do
  we need to make to build relationships of trust?
• What investment must we make in how we operate
  and how we communicate in cultural context?
• Other approaches?
• What has worked? Success stories

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Workshopcreative and strategic team ofReel,
Mark, Eting Change, LLC

• Round Table Discussions - 3 _at_ 15 min., plus
  report-backs
• State and local customization of the new core
  message for the National Trust for Historic
  Preservation
• Conversion from I believe in/enjoy historic
  preservation to I am a card-carrying champion
• Getting the whole preservation message out in a
  bigger and more contemporary way
• Linking preservation and green (authenticity)
• Connecting with younger audiences 25-40s
• Impact and needs data/messaging

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Questions and Discussion
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Metropolitan Group what we do and who we help

• Practice Areas
• Strategic Communication
• Resource Development
• Intercultural Communication
• Organizational Development

•   Focus Areas
• Heritage, Arts and Culture
• Community and Economic Development
• Environment and Sustainability
• Libraries
• Foundations
• Social Justice and Human Rights
• Children, Youth and Families
• Public Health
• Socially Responsible and Green Business / CSR

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Marketing That Matters

• About the authors
• Eric Friedenwald-Fishman, Creative
  Director/President of Metropolitan Group
• Chip Conley, CEO and founder of Joie de Vivre
  Hospitality
• Published by Berrett-Koehler, October 2006
• Part of the Social Venture Network book series
• Goal of MTM To offer a contemporary approach to
  strategic marketing that helps change the world
• Available at the Preservation Conference, your
  local independent book store and at powells.com,
  amazon.com

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Eric Friedenwald-Fishman Creative
Director/President efishman_at_metgroup.com (503)223
.3299
Chicago(312) 628-1447Washington, D.C. (202)
380-3123Portland, Oregon(503) 223-3299
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