Marketing on a Shoestring

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Marketing on a Shoestring
Dan Carpenter Marketing/PR Director The Grace
Museum, Abilene, Texas
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Background/Biography

• U.S. Air Force
• Served 20 years 16 in PR/Media/COMREL

• The Grace Museum
• Director of Marketing/PR
• Transition from Military to Non-Profit/Museum

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Overview

• Maximize Media Message

• Strengthen Sponsorships

• Community Connection

• Network, Network, Network

• Forum Crossfeed

• Questions

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Marketing the act of being strategic about what
key people know about you
Shoestrings/shoelaces thin string/cord used to
tie or fasten shoes intended for temporary use
-- usually break at the most inopportune time
Shoestring budget limited resources intended to
accomplish great things rarely enough runs
out too soon
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Maximize Media Message

• Press Releases
• Meat and potatoes minimize condiments
• Why is it newsworthy?

• Interview opportunities

• Colorful/human-interest stories

• Partner on exhibits

• Event programming weekend coverage

• In-kind sponsorships

• Build/maintain relationships

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Strengthen Sponsorships

• Adopt-an-exhibit

• Targeted sponsors ethnic, product, etc

• In-kind sponsorships

• Interests of potential sponsor

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Community Connection

• Public presence
• Not just the ED or Mktg/PR Directors job

• Develop use generic presentation
• Speak to anyone who will listen Rotary,
  Lions, Kiwanis
• Tweak with current information/updates

• Community involvement -- events

• Involve interested leaders in Board

• Military engage and involve

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Network, Network, Network

• Partner with other venues

• Form advertising/marketing co-op

• Tie-in with Chamber/CVB/Tourism

• Local associations business/venues

• Share ideas with non-competing venues

• Combined marketing materials

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Recap

• Maximize Media Message
• Strengthen Sponsorships
• Community Connection
• Network, Network, Network

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Forum Crossfeed
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Questions