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Governor Henry Lippitt

House Museum Proposal

Bridget gillis Account executive

Sydney Clapp Assistant Account Executive

Kara Bickford Account Coordinator

Sharilynn Brown Account Coordinator

Kristin Peragine Account Coordinator

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Governor Henry Lippitt

House Museum Proposal

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Table of Contents

EXECUTIVE SUMMARY..……………………………………………………………... 6 PROBABLE CLIENT……………………………………………………………………… 7 THE SITUATION…...………………………………………………………..……...…… 7 RESEARCH………………………………………………………………………….……… 7-9 TARGET PUBLICS……………………………………………………………...………… 10 GOAL…………………………………………………………………………………………... 12 OBJECTIVES………………………………………………………………………….…….. 12 MESSAGE…………………………………………………………………………….……… 12 DEVICES……………………………………………………………………………..……… 14 THE MEDIA……………………………………………………………….…….………. 14-15 TACTICS………………………………………………………………………….……… 16-18 EVALUATION……………………………………………………………………..……… 20 BUDGET…………………………………………………………………….………….….. 21 TIMELINE……………………………………………………………….……….…….… 22

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Appendix

TITLE PAGE…………………………………………………………………………………………1

SURVEY………………………………………………………………….………………………….. 2-3

MAP OF AUDIENCE………………...…….…………………………………………………….. 3

PRESS RELEASE………………………………………………...…………….…………………. 4

POSTCARDS……………………………………..…………………………………………………. 5-6

CONCERT FLYER…………………………………….…………………………………….……… 7

RADIO PSA…………………………………………………………………………….….….....… 8

BLOG…………………………………….………………………………………………….……..…. 9

FACEBOOK……………………………………………………………………..............……… 10-11

TWITTER………………………………………………………………………………………..… 12

BROWN SENIOR APP PROJECT HANDOUT….………………………………….…. 13

MASQUERADE BALL FLYER….….………………………….…………………………… 14

TV PSA……………………………………………………..………………..……………………… 15

BUS ADS…………………………………………………………………………………………... 16

RED CROSS FLYER……………………………………………………………..……………...17

MASQUERADE BALL INVITATION………………………………………………………18

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Executive Summary:

Riptide Relations is a boutique public relations firm out of Bristol, Rhode Island. Our firm goal is to help to build mutually beneficial relationships between Rhode Island business and organizations and the Rhode Island community.

Our specific client, The Governor Henry Lippitt House Museum, is seeking to further their networking community and develop a stronger relationship with their surrounding clientele, Providence residents and college students both specifically within the College Hill area. In order to please our client as best as possible and achieve our end result, we hope that we can provide this target public an opportunity to learn about and visit this historical landmark deeply rooted within the heart of the College Hill Providence and Rhode Island Community. Preserved by Preserve Rhode Island, and maintained acquisitively nearly untouched since 1865, The Governor Henry Lippitt House Museum celebrates its 150th anniversary this year. In celebration of this huge event, we have devised a PR plan to increase awareness of the Governor Henry Lippitt House Museum in 800 Providence residents, increase interest of the Governor Henry Lippitt House Museum in 400 Providence residents and to increase the attendance of the House Museum in 75 Providence residents, all of which by the end of 2015.

Our messages for this plan were inspired by the description of the Lippitt provided on the Preserve Rhode Island. Our message is: The Victorian Governor Henry Lippitt House Museum is a cultural gem to be shared with the Providence community. A second message we have is: frozen in time since 1865, the Governor Henry Lippitt House Museum continues to stand as a community staple promoting civic engagement. With these messages, we hope to develop our target publics’ positive attitudes regarding the Museum. In order to relay our messages to our target publics, we must use all applicable forms of media to achieve our outreach objectives. The channels we have chosen to use include a local Rhode Island E-Newsletter that appeals to Rhode Island arts and entertainment, a Providence area radio station, Rhode Island Public Radio, the Providence Journal, PBS television station, and WJAR morning news show. Between the magazine, radio stations, newspaper and television stations, we will be able to communicate with the Providence community and get our messages across to our specific target publics. For more information on our specific media outlets, and how we will use each, along with the costs to do so, we have enclosed a more detailed explanation under our “media” section as follows. We creatively developed each of our detailed tactics to guarantee an increase in awareness of the Governor Henry Lippitt House Museum throughout the Providence Community. We have organized our sixteen tactics into six different subtopics consisting of social media tactics, media relations tactics, filesharing tactics, printed resources, tactics promoting brand identity and fundraising tactics. Each individual tactic is further broken down and thoroughly explained under our tactics section. They are each carefully designed to promote public interest of the House Museum through technology advances, multimedia creation, new events, and more. We hope that you enjoy our public relations plan and choose to use our firm to achieve the Governor Henry Lippitt House Museum’s desire of building a stronger involvement within the Providence community. We are very grateful for your consideration and appreciate this wonderful opportunity. Enjoy!

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Research

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Research: Client: The Governor Henry Lippitt House Museum The Governor Henry Lippitt House Museum’s history goes back to 1865 when it was first completed by textile mill heir, Henry Lippitt, for his family. He was employed in public service as Governor of Rhode Island from 1875-1877, with his sons and future generation descendants following suit. The Lippitt women were deeply involved in civic engagement, as Mary Lippitt Steedman started the Providence chapter of the American Red Cross, and her sister, Jeannie Lippitt, helped with the creation of the Rhode Island School for the Deaf. The house was donated to Preserve Rhode Island in the 1970’s, who now manage and run the house museum. They continue the Lippitt tradition of civic engagement through its many programs and events:

Tours Weddings Discussion groups Lectures Concerts

Essentially, the Governor Henry Lippitt House Museum is a place to learn about the past to build strong relationships with the community. Situation: We have been working with the Governor Henry Lippitt House Museum in creating a public relations campaign to help targeted publics understand the mission and overall accomplishments of the organization. This year (2015), the Lippitt House is celebrating its 150th anniversary since it was completed, and we are using this special time to make the community aware that it has much more to offer than just a pretty surface. We have been asked to assist this transformation into a neighborhood staple through promoting its programs and events throughout the year. It is important the community starts to see the Governor Henry Lippitt House Museum for what it really is: a gathering place for discussion, music, bonding, and memories. Research: In order to benefit the Governor Henry Lippitt House Museum and aid in completion of the final project, research concerning the Governor Henry Lippitt House Museum’s image and reputation was conducted in the form of a survey and communication audit. This research was essential in understanding how the Lippitt House is portrayed in the community’s public opinion, and how the museum portrays itself in the media. This data is necessary for the house to reach its goal of obtaining more interest and visitors. The first research method, survey, was used to understand the community’s initial public opinion of the Governor Henry Lippitt House Museum. We chose to use a survey because we needed knowledge about how many people were aware of the House and how many people have actually visited. In this way, we could define where the message is being received most, and further create a call to action for those people. The survey was distributed in two places: online and on Thayer Street in Providence. The online surveys were posted to Providence and Rhode Island Yard Sale groups on Facebook because the group members live in our target public. Also, some surveys were physically administered to people walking by because they were in the Lippitt House neighborhood.

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The second research method, communication audit, was used to understand how the Governor Henry Lippitt House Museum portrays itself in the media. The communication audit was chosen because we needed knowledge about how the client puts its name out to the community, in order for it to build stronger relationships with the targeted public. The communication audit was conducted by analyzing the Museum’s past press releases, website, social media usage, event announcements, and logo placements. There were a total of nine communication efforts put forth by the Lippitt House.

44%

56%

Branding Lippitt House Communication Efforts

Lippitt HouseLogo

No LippittHouse Logo

75%

25%

Logo Placement of Communication Efforts

Top/Center

Bottom/Right

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Target Publics: The two publics we are reaching within the College Hill audience (zip codes 02912 and 02906) are college students and families with young children. We are choosing these two groups due to our demographic, psychographic, and geographic research:

59% of College Hill residents are enrolled in an undergraduate college program 9% are enrolled in graduate or professional education programs Universities include Brown University and the Rhode Island School of Design Other elementary schools include Moses Brown and Wheeler School Higher population density being 15,695 people per square mile compared to 9,642

people per square mile in Providence 24% are families with small children 85% of residents have a household of 2 or 3 members Thayer Street is filled with cafes, restaurants, fitness centers, and boutiques 46% of the community walk to work

Due to the high concentration of college students and young families in the College Hill area, it is important that the Lippitt House’s messages are tailored specifically these target publics. We want to give our audience the message that it’s important to recognize and honor the Lippitt legacy and show off this important piece of Providence history.

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Planning

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Goals & Objectives: Goal: Provide an opportunity to learn about and visit a historical landmark deeply rooted in the College Hill and Rhode Island community. Objective: (Informational) To increase awareness of the Governor Henry Lippitt House Museum in 800 College Hill residents by the end of 2015. Objective: (Attitudinal) To increase interest of the Governor Henry Lippitt House Museum events in 400 College Hill residents by the end of 2015. Objective: (Behavioral) To increase attendance of the Governor Henry Lippitt House Museum in 75 College Hill residents by the end of 2015. Messages: Our messages for this plan were inspired by the description of the Lippitt provided on the Preserve Rhode Island website. Our first message is: “The Victorian Governor Henry Lippitt House Museum is a cultural gem to be shared with the Providence community”. A second message we have is: “Frozen in time since 1865, the Governor Henry Lippitt House Museum continues to stand as a community staple promoting civic engagement”. With these messages, we hope to develop our target publics’ positive attitudes regarding the Museum. We constructed our messages based on our target publics, college students and families with young children living in the College Hill neighborhood of Providence, RI. Both of these groups of individuals are living in the College Hill community and are therefore concerned with the happenings of this area.

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Implementation

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Media:

E-newsletter: Hey Rhody

About the local dining and arts & entertainment at $100 per advertisement for one

week.

The e-newsletter is sent to all the subscribers via email.

This would greatly benefit our target public because most of the members are the

younger generations, who are always online.

Radio:

WRNI-FM 102.7 Rhode Island Public Radio

WBRU 95.5 FM Brown Broadcasting Service Inc.

PSA and actualities

Television:

Antiques Roadshow

Downton Abbey

Bill Harley perform on WJAR Channel 10 morning news

Newspapers:

Providence Journal

Brown University

RISD

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Media & Devices: Our messages about the Museum will be put out to our target publics by way of the mass media, through multiple channels, in order to maximize the penetration of the messages. The media we would use includes e-newsletters, radio, television, and newspapers. First, a local Rhode Island magazine sends out weekly e-newsletters called Hey Rhody all about the local dining and arts & entertainment at $100 per advertisement for one week. The Lippitt House could purchase space in the e-newsletter and place a picture of the Lippitt House Museum (with its logo to build brand identity), and promote whichever event happens to be occurring that week. The e-newsletter is sent to all the subscribers via email. This would greatly benefit our target public because college students are always online. Also, the House Museum could send many public service announcements about its events to local Providence area radio station news departments like WRNI-FM 102.7 Rhode Island Public Radio and WBRU 95.5 FM Brown Broadcasting Service Inc. Therefore, families driving on their way to work or dropping their children off at school, and college students studying at Brown could hear about the Lippitt House’s events. Next, press releases could definitely be sent to the Providence Journal to reach our family target public and build awareness of the Museum. The younger generation, college students, tend not to read the local newspapers as often so another method would be needed. Moreover, Brown University and Rhode Island School of Design have their own newspapers for their students, thus the Lippitt House could pay for an advertisement in both to guarantee student readers will know about the House, and attend. Additionally, television is a very effective media for the majority of the audience because it involves visual and audio. The PBS shows, Antiques Roadshow and Downton Abbey, are very popular among our target publics. The Lippitt House can appear on Antiques Roadshow with an ornate serving tray that belonged to Mrs. Lippitt. Following that episode, comes the other show Downton Abbey. The Lippitt House could sponsor that new episode and have their logo flash on the television screen as one of the partners. In this fashion, viewers will connect their love for the television shows to the Lippitt House, and want to visit themselves to see what the House has to offer. After seeing the Lippitt House on TV, they will feel they would enjoy visiting the Museum since appeared on their favorite television shows.

A last media the Lippitt House could utilize is Channel 10 WJAR’s morning news show. This station is often viewed by stay at home parents, children, and other business professions that happen to have a television on. Furthermore, our family target public is part of the audience. The Lippitt House director could pitch an in-studio package (pkg) with their star concert performer, Bill Harley. The director could talk about the House’s upcoming events and mention Bill Harley’s family concert. Bill Harley could even perform one of his songs on the show to promote his image. From this show appearance, Bill Harley will be used as a testimonial to mention how great the Governor Henry Lippitt House Museum is, and how he can’t wait to perform there. Fans of Bill Harley will believe since he loved the Lippitt House so much they would too (source credibility). As a result the objectives of this plan would be met by the increase in awareness, interest, and attendance. Overall, the target publics need repetition and redundancy in order to remember our messages so they can follow through with our stated objectives.

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Tactics:

1. Social Media

a. Expand Facebook page

o More likes

o Broaden audience reach

o More intriguing posts

o Interaction

Facebook is a universal way to increase awareness of the Lippitt House out to college

students and young families. It is a cost-effective way to reach a large number of people.

b. Twitter

o Create Twitter account

o Utilize #throwbackthursday #flashbackfriday to show the rich Lippitt

House history

Increase interest in college students and young families.

c. Instagram

o Post on Instagram 3 times a week

o Utilize #throwbackthursday #flashbackfriday to show the rich Lippitt

House history and connect to our messages

o Utilize hashtagging relevant images

o For example: Posting pictures of different areas of the house

and using #Providence #Architecture etc..

Increase interest in Lippitt House by showing what it has to offer. The college students

target public is continuously engaged in searching for hashtags.

2. Media Relations/Newsworthy Info

a. Press Releases

o Promoting events to relevant mass media in the Providence area

b. TV PSA

o Promoting Bill Harley concert in June on broadcast TV

c. Radio PSA

o Promoting Bill Harley concert in June on local Providence radio stations

Increase attendance of Lippitt House events by use of visuals and audio in the mass media.

This appeals to both college students and young families (including children).

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3. Filesharing

a. Update website

o add blog feature

b. Brown University student project

o Build Lippitt House a QR reader app that those on tours can use to

scan codes to find out more information about exhibits

Create interest in Lippitt House history and design through multimedia such as a blog and

an app. This use of technology is prominent in the current generation of college students

and young families.

4. Printed Resources

a. Flyers

b. Posters in local area

c. Postcard mailer

d. Invitations

Usage of resources to increase awareness, interest, and attendance in Lippitt House tours

and events. These traditional forms of tactics can be easily distributed and seen in the

College Hill area where our target publics work and live.

5. Brand Identity

a. Emphasis “L” logo

o Make sure they put it on everything

o Cupcakes at community discussions

b. Social responsibility programs in community

o Partner with Lippitt House associated organizations

o Example: Red Cross Blood Drive at Lippitt House

Create awareness of Lippitt House by continuing to establish a brand identity to the target

publics. Increase attendance and encourage civic engagement through the partnership of

the Lippitt House with other nonprofit organizations.

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6. Fundraising

a. Masquerade ball

o For Brown University students

o $25 per student

o $100 per guest

b. Easter egg hunt

o For young families that live and work in the area

o $5 per child

Increase attendance of Lippitt House events through original and engaging fundraisers

suited to each target public: college students and young families.

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Evaluation

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Evaluation:

Goal: Provide an opportunity to learn about and visit a historical landmark deeply rooted in the College Hill and Rhode Island community. Objective: (Informational) To increase awareness of the Governor Henry Lippitt House Museum in 800 College Hill residents by the end of 2015.

Event Announcements- Hold an event for the local Providence community and make an announcement about the Governor Henry Lippitt House Museum. In this way, it is concluded that everyone who attended was informed about the Museum.

Meeting Attendance- Go to a local Providence town hall meeting or event and talk with the people there about the Lippitt House. Keep track of how many people you inform.

Media Impressions- This is the potential number of people reached by the mass media. If a story is placed or an e-newsletter is sent out, it is concluded that they were all informed of the Governor Henry Lippitt House Museum.

Objective: (Attitudinal) To increase interest of the Governor Henry Lippitt House Museum events in 400 College Hill residents by the end of 2015.

Baseline Survey- The best way to evaluate people’s attitudes is by conducting a survey. To start, the survey could be given to 400 Providence residents (by way of email, phone calls, and intercept surveys) to get their dispositions about the Lippitt House before the campaign, as we did for our research. Then, a follow up survey could be given again after the campaign to see if the efforts changed the public’s attitudes. Statistical analysis can pinpoint how much of the change is attributable to the proposal.

Communication Audit- Informal interviews could be conducted with the Providence residents to find out their opinions of the Lippitt House. The number of people who agree they are interested in the House and want more information could be counted to further prove their interest.

Meeting Attendance- Meetings could be held to discuss the Governor Henry Lippitt House Museum’s history and events with Providence residents, and their attitude changes can be evaluated by their complementary and positive remarks about the Museum.

Objective: (Behavioral) To increase attendance of the Governor Henry Lippitt House Museum in 75 College Hill residents by the end of 2015.

Event Attendance- Hold an event and invite all Providence residents. Evaluate the increase in attendance by counting the number of people who show up to the event.

Communication Audit- Conduct an analysis of all communication activities (twitter, Facebook, phone, email, postcards, flyers, etc) and count how many people are communicating/posting that they have been to the Lippitt House.

Promotion- Evaluate the number of Providence residents that have attended the Lippitt House by sending out direct mailing and return cards. Count how many were sent back to the Museum saying they have visited there.

Survey- Conduct a survey after the plan has taken action and ask people if they have been to the Lippitt House. Count how many said they have to prove the increase in attendance.

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Timeline: Effective Immediately Announce Date Subject Content/Status Vehicle Date of Event

ASAP Social Media Create social media presence

Facebook Twitter Instagram

Continuous

JUNE 2015 Children’s Concert Children’s Concert with Bill Harley 3-

4 PM

Morning Show Performance

Radio/TV PSA

Posters in local schools

Social Media

Community Calendars/Newsletters

June 28 2015

JUNE 2015 Blog Utilize blog about House for posts

about Lippitt History, event recaps,

and photo tours

Blog Posts 2x weekly

Continuous

AUGUST 2015 Voices from the Back

Stairs

Jennifer Pustz speaking about

domestic servants in the 19th and 20th

century

Press Release

Social Media

Advertisement before Downton

Abbey

September 21 2015

FALL 2015 App Project Partner with Brown University to

create a QR reader app for interactive

House tour

Senior Project for class of 2016 to

create this app which will start being

utilized fall 2016

Spring 2016

SEPTEMBER 2015 Bus Ads Ads on the side of two RIPTA buses

that go frequently through the

College Hill area

Side Panels of RIPTA buses September –

December 2015

SEPTEMBER 2015 Masquerade Ball Masquerade Ball fundraiser

Fundraise for Rhode Island American

Red Cross?

Made with Brown students in mind

Poster

Social Media

Press Release

Discounted student tickets

October 23 2015

MARCH 2016 Easter Egg Hunt Children’s Easter Egg Hunt Postcard mailer

Social Media

Community Calendars/Newsletters

March 26, 2016

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Appendix

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1) Have you heard of the Governor Henry Lippitt House Museum?

a. Yes

b. No

2) If you answered yes to the first question, how did you hear about the museum?

a. Internet search

b. Social media

c. From a friend/relative

d. Through Preserve Rhode Island

e. Newspaper f. Flyers or posters

g. Other ___________________________________________

3) Have you been to the Governor Henry Lippitt House Museum?

a. yes b. no

4) If you have been to the Governor Henry Lippitt House Museum before, how many times have you been there?

a. 1

b. 2

c. 3

d. 4

e. 5+

5) If you have been to the Governor Henry Lippitt House Museum, for what purpose have you been there?

a. No, I have not been to the Governor Henry Lippitt House Museum. b. Yes, for a lecture

c. Yes, for a wedding

d. Yes, for a concert e. Yes, for a children’s event f. Yes, for a house tour g. Yes, Other _____________________________________________

6) With which gender do you identify?

a. Male

b. Female

7) What is your age?

a. 0-17

b. 18-25

c. 26-34

d. 35-44

e. 45- 64

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f. 65+

8) Do you live in Providence?

a. Yes

b. No, I live in________________________

Map of Audience

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199 HOPE STREET PROVIDENCE RHODE ISLAND 02906

401-453-0688 TEL

Press Release

FOR IMMEDIATE RELEASE

Contact: Carrie Taylor LippittHouse@preserveri.org 401-453-0688

New England Historian and Author Jennifer Pustz to Speak at Governor Henry Lippitt House

Museum

Voices From the Back Stairs: Domestic Service in 19th and 20th Century New England

Providence, R.I. – The Governor Henry Lippitt House Museum welcomes renowned Historian

and Author Jennifer Pustz to speak regarding her latest novel, “Voices from the Back Stairs:

Domestic Service in the 19th and 20th Century New England” on Monday, September 21st at 7:30

p.m.

A graduate of the University of Iowa, Pustz received her Ph.D in American Studies and

has worked as a historian, specifically in historic house museums, for more than a decade.

Currently, she conducts and presents research for Historic New England. ”Voices from the Back

Stairs” aims to create a more accurate depiction of the work and lives of domestic servants

during that time period. Additionally, Pustz’s lecture will serve as a resource for educators and

museum professionals by providing the information necessary to depict the lives of those who

lived in the back stairs rather than the parlors.

The Lippitt House, Located in Providence’s historic East Side, is a brick and brownstone

Italianate villa completed in 1865. Built for textile merchant Henry Lippitt, the house features

elaborate faux finished on the walls and ceilings, along with ornately carved woodwork. The

high style Victorian decoration and family collection that fills the museum helps to bring life to

the world of 19th century Providence. This house is designated as a National Historic Landmark.

www.LippittHouse.org

Preserve Rhode Island is a statewide non-profit which works to protect the historic

properties and unique places across the state through advocacy, stewardship and preservation

programs. In addition to Lippitt House, the organization owns several historic properties.

www.PreserveRI.org

# # #

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PSA: FOR IMMEDIATE USE Time: 30 Seconds Organization: Governor Henry Lippitt House Museum Title: Bill Harley Concert (Live Copy)

The Governor Henry Lippitt House Museum is having a FREE concert starring two-time

Grammy award winner Bill Harley on Sunday June 28, from 3:00-4:00 PM. The talented

storyteller, author, poet, and singer will liven up the audience and definitely make it a night

for all to remember. Adults and children of all ages are greatly encouraged to attend.

To find out more information about this event, call the Governor Henry Lippitt House

directly at 401.490.0289

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www.governorhenrylippitthousemuseum.wordpress.com

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Facebook Suggestions: o Use Hootsuite to manage all social media posts o They can be scheduled all together and you can look at Facebook/Twitter all in one

website o Set up posts to self-publish according to whatever date/time you’re looking for o Can be scheduled months in advance o Paid Facebook Ads

Don’t have to constantly post about things pertaining to Lippitt House: o Current events o Other events in the area o Interactive posts

Post ideas: o #TBT (ThrowBack Thursday) pictures of Lippitt family/house in the past o Lippitt members birthdays o “On this day in history” for a significant family/House event o Live picture posts from events o Show set up of events/house transformation o Behind-the-scenes sneak peek at areas of the House many tours don’t get to

see

Examples:

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Brown University Department of Computer

Sciences and Technology

Present the 2016 Senior Project

Students will create a fully functioning mobile application which addresses

the interactive nature of the Lippitt House tour. Students will apply their

knowledge of mobile design, interface design, and information architecture to create an app which serves the Lippitt House college-aged target public

to increase awareness and attendance of this historic renaissance villa.

Project Outcome: For this app you and your partner will create a basic

application involving the scanning of QR codes for a more in-depth tour of

the Governor Henry Lippitt House Museum.

Design Components of This Project:

Creating a QR code reader-The visitor will scan the QR code via this app to unlock more information and facts about each area of the house.

Adding Graphics-These will be original images of the Lippitt House and family which can be added to the application and accessed through the QR

reader.

Finalizing the App- Once finished, this app should be posted into the app store with easy accessibility for Lippitt House visitors to download upon

entering the house for an interactive experience.

Completion of this project determines eligibility for graduation and will be presented to Lippitt House staff at the end of the

semester

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The Governor Henry Lippitt House

Museum is having a FREE concert

starring two-time Grammy award winner

Bill Harley!

The concert will be held on Sunday June

28. Bring some friends and smiling faces

down to the Lippitt House in Providence

from 3:00-4:00 PM. You don’t want to

miss the chance to see Bill Harley play

some tunes!

The talented storyteller, author, poet, and

singer will liven up the audience and

definitely make it a night for all to

remember. Adults and children of all ages

are greatly encouraged to attend.

To find out more information about this

event, call the Governor Henry Lippitt

House directly at 401.490.0289

Two- t ime Grammy

Award Winner,

Bill Har ley!

@ Governer Henry Lippit t House

June 28 t h 3- 4 pm FREE

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