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Engaging a Broader Public: Effective Framing and Strategic Marketing for Historic Preservation Natio


We are all in the storytelling business we must tell stories in a way that is powerful ... Success stories. Break. Discussion 2: walking the walk ... – PowerPoint PPT presentation

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Title: Engaging a Broader Public: Effective Framing and Strategic Marketing for Historic Preservation Natio

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Engaging a Broader Public Effective Framing and
Strategic Marketing for Historic
Preservation National Preservation
Conference October 2, 2007 St. Paul, Minnesota
Interactive Session, 2 - 5 pm Eric
Friedenwald-Fishman, creative director/president M
etropolitan Group
  • Introduction
  • VisionWhat will be different and why does this
  • Key framing challenges and what weve learned
  • Discussion 1Relevancy and benefits
  • Break
  • Discussion 2How to engage broad audiences
  • WorkshopRoundtables discussions to brainstorm on
    current marketing challenges, plus report-backs
  • 2 pm - 210 pm
  • 210 pm - 230 pm
  • 230 pm - 250 pm
  • 250 pm - 320 pm
  • 320 pm - 335 pm
  • 335 pm - 400 pm
  • 400 pm - 500 pm

  • Framing, marketing and engagement matter
  • We are all in the storytelling businesswe must
    tell stories in a way that is powerful
  • and relevant
  • Our gap is not one of actual impact and relevance
    but of perceived impact
  • and relevance
  • We cannot advance as a movement without broader
    engagement, a willingness to change, and a
    commitment to reaching beyond our own and our
    current champions comfort zone

  • What will be different in 5 years in the U.S. and
    in your community if strong public will exists
    for historic preservation?
  • In peoples daily lives?
  • In our culture?
  • In the built environment?
  • In our organizations?
  • In other ways?

Key challenges
  • Assessment of current preservation messaging
  • How we are framing the conversation and the
    messages we are sending

What we have learned
  • Framing is about setting context and connects to
    the existing values through which audiences view
    an issue
  • Framing serves to attract attention/cut through
    the clutter, assign responsibility and create
    opportunity for personal commitment
  • How preservation messages are perceived
  • Key directions to consider for message framing
    for historic preservation

Research learnings
  • Bull's-eye audience (latent preservationist
    boomers) has huge untapped potential, but will
    require different messaging.
  • Current messages are focused more on places than
  • Messages focused on certain times or places that
    certain people have determined are important
  • Preservation for its own sake
  • Someone elses problem that others will take care
    ofYou dont need meis not engaging or welcoming

Words matter
  • Heritage is a strong personal association
    concept and positive emotional cord (needs
    caution in the South)
  • Culture is seen as indicating separate and
    exclusive or means my own ethnic heritage and is
    a difficult link to historic preservation
  • Historic is seen as limitingas this is where XYZ
    happened, and is not associated with post-modern
  • Conservation takes people to nature and wildlife
    and in context of historic preservation sends a
    look, DONT touch message
  • Preservation better expresses saving and using
    but does not indicate historic and worthwhile
  • Historic Preservation conveys save and use with
    integrity and value

Framing recommendations
  • Utilize historic preservation whenever possible
    as an entire concept
  • Trigger the value of heritage in your message
  • Define historic preservation as being about what
    people articulate as benefits (range that appeals
    to different people based upon their
    needs/values)dont forget the why it matters
  • Know that people care about themselvesin my own
  • Include people in language, images, etc.
  • Overtly invite/welcome people into the work
    shared responsibility.

Discussion 1 talking the talk
  • How do we frame historic preservation in ways
    that communicate relevancy how does it matter to
    current audiences? New audiences?
  • How do we frame and communicate the benefits of
    historic preservation (value and values
  • What has worked? Success stories

Discussion 2 walking the walk
  • How do we really engage more diverse audiences?
  • What organizational work do we need to do to be
    ready to deliver on promise?
  • What structural, programmatic and role changes do
    we need to make to build relationships of trust?
  • What investment must we make in how we operate
    and how we communicate in cultural context?
  • Other approaches?
  • What has worked? Success stories

Workshopcreative and strategic team of Reel,
Mark, Eting Change, LLC
  • Round Table Discussions - 3 _at_ 15 min., plus
  • State and local customization of the new core
    message for the National Trust for Historic
  • Conversion from I believe in/enjoy historic
    preservation to I am a card-carrying champion
  • Getting the whole preservation message out in a
    bigger and more contemporary way
  • Linking preservation and green (authenticity)
  • Connecting with younger audiences 25-40s
  • Impact and needs data/messaging

Questions and Discussion
Metropolitan Group what we do and who we help
  • Practice Areas
  • Strategic Communication
  • Resource Development
  • Intercultural Communication
  • Organizational Development
  •   Focus Areas
  • Heritage, Arts and Culture
  • Community and Economic Development
  • Environment and Sustainability
  • Libraries
  • Foundations
  • Social Justice and Human Rights
  • Children, Youth and Families
  • Public Health
  • Socially Responsible and Green Business / CSR

Marketing That Matters
  • About the authors
  • Eric Friedenwald-Fishman, Creative
    Director/President of Metropolitan Group
  • Chip Conley, CEO and founder of Joie de Vivre
  • Published by Berrett-Koehler, October 2006
  • Part of the Social Venture Network book series
  • Goal of MTM To offer a contemporary approach to
    strategic marketing that helps change the world
  • Available at the Preservation Conference, your
    local independent book store and at powells.com,

Eric Friedenwald-Fishman Creative
Director/President efishman_at_metgroup.com (503)223
Chicago (312) 628-1447 Washington, D.C. (202)
380-3123 Portland, Oregon (503) 223-3299
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