Tacoma Historical Society

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Tacoma Historical Society
Marketing Plan 2008
Kevin Rose Sara Stover Lance Tanaka Nile
Teclemariam
Dedicated to the preservation, promotion and
presentation of the history of the City of
Tacoma and its people.
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Executive Summary

• Nonprofit organization
• Must raise funds by through members and
  donations
• Tacoma Historical Society (THS) is seeking two
  new target markets
• Objectives to capture these new markets and
  increase donations/memberships
• Increase donations 15
• 50 new memberships
• Desired Market A higher income demographic
  social networking and local businesses

THS
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Situation Analysis

• THS has been in business for 19 years
• Possible non-profit market saturation
• People can not see the benefit easily
• Already has vital resources in place

THS
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Market Summary

• Targeting consumers consisting of
• A high disposable income
• Business Sector
• Strategies
• Target two different segments
• Broadening product offering activities
• Focus on the service that THS can offer the
  existing
• members.

THS
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Strengths - Opportunities
Strengths Management knowledge Diverse
offerings Vast amount of picture and articles of
history Educated Staff and voluntaries Able to
change and update program

• Opportunities
• Internet
• Tacomas population growth
• Business community Reach
• Tacoma schools

THS
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Weaknesses - Threats

• Weaknesses
• Website
• Membership program
• Marketing resources
• Location
• Marketing communication

• Threats
• Economic situation
• Competitive landscape

THS
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Competition
There are 155 publicly listed non-profits in
Tacoma They range from medical research to
helping the homeless and low income Many of the
competitors are well known in the community Well
organized competition Better website Most are
listed as a non-profit in many places in the
internet If people want to voluntary they can
search the internet many ways and come up with
the organization
THS
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Foss Waterway Seaport
Position Home of the waterfront maritime
museum Strategy Specific target
market Expanding to become more public
friendly Experience oriented
THS
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Historic Tacoma
Position Preserving Tacomas Architecture
Strategy Develop and deliver educational
opportunities Support the rehabilitation and
re-use of historic structures, heritage tourism,
and preservation of neighborhood character to
improve the Citys economic health.
THS
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YMCA and Boys Girls Club
Position Community focused Helping to shape the
adults of tomorrow Strategy Providing programs
and activities Promoting physical and mental
wellbeing List success stories Big fundraisers
(ex. Dinners, golf tournaments)
THS
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Objectives

• First Year Objectives
• Increase donations by 15
• Higher Income Demographic
• 30-40 new memberships
• Acquire one substantial business partner/sponsor
• Second Year Objectives
• Increase donations by 20
• 50 new memberships
• Preserve existing business partner
• Actively seek two to three new business partners

THS
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Target Markets

• Primary - Higher-income demographic (40,000)
• Secondary - Local Businesses (mid- to large
• sized corporations interested in
• partnerships/sponsorships)

THS
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Positioning
Brand Non-profit Tacoma Historical
Society Product Providing facts and knowledge
on the city of Tacomas history from 1852 till
present Benefits Education Price Donations
and membership fees individual 25, family 25,
Corporate 150
THS
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Points of Parity

• Membership and board meetings
• Exhibit center
• Newsletter
• Gift shop
• Many are trying to preserve a different part of
  history
• Seeking community involvement
• Seeking donations/funding

THS
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Points of Difference

• Special Events
• Historic Homes of Tacoma Tour
• Premier Auction
• World War II Memorial Monument
• Conservation of Aesthetic History
• Broad Product Offering

THS
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Marketing Mix
Products
Special Events
Storefront
Core Benefit
Basic
Expected
Augmented
Potential
Internet
Memberships
Five Product Levels
THS
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Recommendations
Products

• Memberships
• Make tangible incentives for memberships
• Free event for continuous attendance
• Provide branded merchandise
• Website
• Membership pages needs to be made more prominent
  so people can tell that is one of the main
  product offerings
• Special Events
• Publicize the auction
• Solicit donations from businesses for auction
  items

THS
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Marketing Mix
Price
Membership
Event Tickets
Donation Box

• Individual 25
• Family 35
• Corporate 150

• Historic Homes Tour
• 20
• 15 for members
• Auction
• 50 per person

• Recommended
• guidelines

Pricing Objectives - Controlled Growth Analyze
Price Pricing Strategies
THS
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Recommendations
Pricing

• Perceived-Value Pricing strategy
• Communicate and enhance perceived value in
  members minds
• Invest in relationship building with existing
  members to create loyal buyers
• Estimate costs per month (Rent, Marys wages)
• Set goals to meet these costs
• i.e., how many new members do we need,
• how many do we need to come to Homes Tour,
  auction, etc.

THS
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Marketing Mix
Distribution
Channel Relationship Consistency -Internet is a
marketing tool - not a channel
Sales Force
High
Value-added partners
Distributors
Value vs. Channel
Direct Sales
Value Added
Retail Stores
Telemarketing
Internet
Indirect
THS
Low
Direct Marketing
Low Cost High
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Ansoff Matrix
New Markets
Market Development
Diversification
Exisiting Markets
Market Penetration
Product development
Exisiting Products
New Products
THS
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Recommendations
Distribution

• Website
• Use it as a marketing tool
• Direct people to it in all advertising
• Use as a means for signing up new members

• Events
• Hold Housing Tour in other Tacoma areas
• Do building tours

THS
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Marketing Mix
Communications

• Internet
• Newspaper Advertisements
• Newsletter
• Word of mouth

Advertising
Sales Promotion
Brand Awareness
Events Experiences
Brand Image
Marketing Communications Program
Brand Equity
PR
Brand Responses
Personal Selling
Brand Relationships
Direct Marketing
THS
Integrating Markteting Communications
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Recommendations
Communications
Higher-income demographic
Create awareness
Creative strategy Tailor communication messages
around history being interesting
Personal communications Board member and
employee networking Nonpersonal media,
sponsorships, events, etc
THS
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Recommendations
Communications
Percentage Method set budget based on
percentages from new members and donations
Advertising, Events Experience,
Personal Selling
Use incentives in advertising to measure results
Delegate marketing communications to one person,
hire someone if necessary
THS
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Marketing Mix
Presentation

• Exhibit Center Layout and Atmosphere
• Physical layout
• Small office, gift shop, exhibit space
• Employee type and density
• Atmosphere
• Merchandise type and density
• Fixture type and density
• Website
• Extensive amount of information
• Unattractive layout and design
• Not visually appealing
• Text, pictures, sound
• Not user friendly
• Difficult navigation

THS
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Recommendations
Presentation
Website - Applying the 7 Cs Context -
Layout and design Content -
Text, pictures, sounds Community -
User-to-user communication Customization -
Personalize the site for members
(login page) Communication - Site-to-user,
user-to-site Connection - Link the site
to other history
related sites (tall ships) Commerce -
Tailor site to enable
commerce transactions
(gift shop items)

• Storefront
• More attractive signage
• Include artifacts at storefront
• Donation Box more prominent
• Larger facility

THS
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Recommendations
THS
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Marketing Mix
People

• Employees
• Non-profit Volunteers
• Executives Board of Directors
• One paid position
• Allocating Roles Skills
• Technical, human, and conceptual
• Employee Empowerment
• Decision making
• Board of Directors
• Limited Human Resources Employee Flexibility
• Small workforce

THS
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Marketing Mix
Process

• Purchase Intention Decision
• Prepurchase Services
• Telephone and mail contact, advertising, exhibit
  window displays, location/hours
• Postpurchase Services
• Computer systems database
• Fail Points
• Support Processes
• Computer systems
• Database
• Board of Director and General Meetings

THS
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Recommendations
Process

• Meeting Location
• Somewhere to sign members
• Closer to Exhibit Center

• DataBase
• Update information
• Closer to Exhibit Center

People

• Allocate Roles Skills
• Networking opportunities to achieve objectives
• Employee empowerment
• Achieve objectives with current resources

THS
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Market Research
Suggestions

• PLU Market Research Fall 2008
• How familiar are Tacoma residents with THS
• How familiar are Businesses with the THS
• Was the website optimal for use

THS
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TimeLine
Year 1
Business Network Opportunity
Attractive Signage/ Logo
Allocate Budget
Meeting Location Possibilities
Improve Support Systems
Membership Incentive Packages
June
August
Feb
Dec
Sept
Oct
April
July
Website Change
Update Database
NEW Special Event
Establish Business Program
Employee Networking (auction/high-income) Zoobilee
THS
Auction
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QUESTIONS?
?
THS