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Program abstracts for Marketing and Media: Promoting Cultural
Collections are included in the announcement below. For a program
brochure and registration form, and for information about CCAHA, please
visit our website at www.ccaha.org <http://www.ccaha.org/> . For
questions about the program, call CCAHA's Preservation Services office
at 215.545.0613. We would appreciate your sharing this information with
your colleagues and membership, and apologize for cross-postings.
Thanks!
Register Now!
The registration deadline has been extended to October 22 for:
Marketing and Media: Promoting Cultural Collections
Presented by the Conservation Center for Art and Historic Artifacts
(CCAHA)
November 2, 2007
Philadelphia, PA
Held at and co-sponsored by
Pennsylvania Horticultural Society, McLean Library
About the Program
Marketing and Media: Promoting Cultural Collections
How can your institution best market its unique and special collections?
This one-day program will address strategies for cultural institutions
to effectively use in-house promotions and media and public relations to
raise awareness of their collections. Speakers will discuss promotional
materials, including newsletters, brochures, and annual reports;
branding; media relations and writing a press release; and designing and
using websites effectively. A panel of media experts will conclude the
program with presentations on getting the media interested and an
opportunity for questions and answers.
Sessions
Telling the Story
Lee Price, Director of Development, Conservation Center for Art and
Historic Artifacts
This session will focus on strategies for finding media-friendly
"stories" within special collections. We will examine the ways that
some organizations have used opportunities like anniversaries,
conservation treatment, celebrity connections, and current events to
leverage impressive media coverage of their collections.
10 Tips for In-House Promotions
Allison Trimarco, Principal, Consulting for Nonprofits
This session will offer tips on how to promote your organization using
the resources you already have. We will discuss how to decide what type
of promotion is right for your organization, how to define your brand,
and how to select and implement the promotional tools that will help you
reach your marketing goals. Tips on websites, email marketing, direct
mail, display advertising, and word of mouth campaigns will be offered.
Media Relations/Writing the Press Release
Michael Smith, Director, Graduate Program in Professional Communication,
Department of Communication, La Salle University
This session will lead participants through the process of crafting the
basic tools for media relations: press releases, media alerts, and
pitch letters. In addition to specific writing techniques, the workshop
will also cover the purpose of press releases and ways to turn your
institution's work into news.
Using the Web: Taking Your Web Presence Beyond the Brochure
Geoff DiMasi, Principal, P'unk Avenue
There are many opportunities to make your collections more accessible
and to use them as catalysts to build a community around your
institution. In this session, we will discuss a range of new media
possibilities and how to use them to get your audience actively engaged
with your institution through your web presence. Strategies discussed
will include ways to keep information current, highlight your
collection, and engage your audience and keep them coming back.
Getting the Media Interested: Panel Presentations and Q & A
Gene Castellano, Vice President for Marketing and Communications,
Cabrini College
Sharing the Secrets that will get you on Page
One
Gene Castellano will talk about ways to breathe life into collections to
attract media interest. Discussion will include targeting the right
media for your needs; picking partners to help bring attention to your
collections; writing, selling, and following up on a great media alert;
and, once you get the media there, showing them what they want to see to
get the coverage you want.
Nessa Forman, Marketing and Communications Consultant and Former Vice
President, Corporate Communications and Public Affairs, WHYY
It's Not Magic: It's Good Planning
Getting the Media Interested in your collection doesn't require magic;
it takes good planning. Nessa Forman will talk about six easy steps you
can follow to entice the media to step inside.
Cara Schneider, Director, Media Relations, Greater Philadelphia Tourism
Marketing Corporation (GPTMC)
What and Who is the Media? Using Technology and Social Media to Promote
Collections
Who is the Media? Cara Schneider will address this question, and how you
can get the media interested in your collections. Examples of some
successful promotions of cultural collections, and how cultural
institutions can partner with GPTMC, will be discussed.
LOCATION & TIME
Pennsylvania Horticultural Society
100 N. 20th St. (20th and Arch Streets)
Philadelphia, PA 19103
9:00 AM - 9:30 AM Registration, coffee and refreshments
9:30 AM - 4:30 PM Program
Funders: This program is partially subsidized through funding from the
William Penn Foundation, Independence Foundation, the Gladys Krieble
Delmas Foundation, and the National Endowment for the Humanities.
Kelly Ferguson
Office Assistant
Conservation Center for Art & Historic Artifacts
264 South 23rd Street
Philadelphia, PA 19103
P: 215.545.0613
F: 215.735.9313
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