Marketing Strategy for the Chronicle Mill
For the Chronicle Mill's marketing plan,
please click the link or view below.
https://docs.google.com/presentation/d/1JRoqpQ9FIeV5mYvr07iczZsYIc-1fkV4YsRJOio0OA8/edit?usp=sharing
GOAL
Increase engagement and garner more attention for the Chronicle Mill's preservation to further support, solidify, and encourage preservation of Belmont's historic built environment.
TARGET AUDIENCE
Primary target audience is the citizens of Belmont, North Carolina.
Secondary audience is the surrounding towns: Gastonia, McAdvenville, Lowell, Mt. Holly, Charlotte.
Macro target audience is tourists travelling through North Carolina/South Carolina.
EMAIL MARKETING CAMPAIGNS
Throughout the preservation process and to reach a large group of people, a structure of emails/email marketing campaigns are needed.
This first series of emails are used to establish a brand recognition for the Chronicle Mill, which includes welcome, promotional, and contribution emails, as well as newsletter with updates and news about the preservation process.
Welcome Email
Promotion Email
Newsletter
SOCIAL MEDIA STRATEGY
The goal of the social media strategy is to inform people across multiple social media platforms about the preservation efforts for the Chronicle Mill.
With social media, the hope is to encourage engagement and to build brand recognition. These efforts will be used to make connections with Belmont's community.
This will be accomplished using social media platforms, targeted ads, and Google Adwords.
Google Adwords
A Google Adwords campaign will run in two separate phases to help promote the Chronicle Mill through use of the search engine, Google.
1st phase: To be scheduled during the preservation efforts, helping to bring attention to the Chronicle Mill’s main website, history, and preservation.
2nd phase: To be scheduled near the grand opening of the newly preserved Chronicle Mill, inviting people to attend the opening of the mill.
Ad Groups: Belmont, Textile Preservation, Preservation, Textile History
Social Media Banners:
The Chronicle Mill has established social media pages on Facebook, but is in need of pages on Twitter, YouTube, and Google +. In addition, across all social media platforms cover images should remain the same.
Google Plus
YouTube
Creation of a YouTube channel is important in documenting the Chronicle Mill's preservation efforts. This channel could also be used in collecting oral histories of Belmont's textile industry.
BLOG ROADMAP
The blog will provide additional resources and build attention to the Chronicle Mill's main website. The goal will be to build a loyal readership and continue to increase and expound upon the Chronicle's brand recognition.
Possible topics:
- Is This What the Chronicle Mill Really Looked Like?
- 5 Unbelievably Easy Ways to Preserve Memories
- Growing Up! Here's What to Expect in Belmont in the Next Five Years
- 5 Preservation Mistakes You’re Already Making
- The King of Bobbin Stretchers: Who is Carol Trull
- This is Why We Preserve Historic Buildings?
- Why You Seen the Chronicle Mill recently?
- 9 Inspirational Quotes from Former Belmont Textile Workers
- Want to Get Involved? Here’s What You Should do
- 6 Reason Why People Say Bad Things About Preservation