FRIENDS OF ASH HOLLOW
PUBLIC RELATIONS PLAN
Summary
This public relations plan gives a comprehensive strategy of ways to increase awareness of Ash Hollow State Historical Park and educate the public of the amazing history that took place there. Through a thorough analysis of their objectives, audience attempting to reach, and their SWOT, a conclusive PR campaign has been organized for the Friends of Ash Hollow.
OBJECTIVES
To increase awareness of Ash Hollow State Park.
To increase visitation to the park.
To inform public of the rich history that took place there.
AUDIENCE
Families
Historians
Bird Watchers
Nature lovers/outdoorsmen/hikers
Nature Photographers
Schools/Educators/Students
People seeking a beautiful venue for events such as weddings, family reunions, school trips, etc
SWOT ANALYSIS
Strengths
Clear goals and mission
Committed group of members
Strong leadership
Beautiful venue with a lot of history
Park is on Western Trail byways (a highway along many historic monuments/parks)
Located close to Lake McConaughy
Established trusting relationship with Native Americans
Weaknesses
Social media presence
Awareness of the park itself
Not enough going on to draw people in to the park
Bureaucratic relationship with Nebraska Game and Parks – which makes getting approval more time consuming
Opportunities
Nebraska’s 150th anniversary of statehood – gives unique opportunity for an event
Little Thunder Family – (Family that was massacred at the Battle of Blue Water in 1855) are willing to house their artifacts at Ash Hollow Park, which is the closest museum to the battlefield where it took place.
Threats
Getting approval and insurance for events and activities
Members/citizens with prejudices against Native Americans is causing resistance
STRATEGIES AND TACTICS
EXPAND SOCIAL MEDIA
Tactic a) Create Twitter account. Tweet a “Fact of the week” every Tuesday. Also, tweet information about what you can do if your visiting Ash Hollow.
Tactic b) Some tweets can include quiz questions and offer the first person to get it right a prize. Add link to the website where the information can be found. (Gives incentive for people to read information about your organization and learn more about history.)
Tactic c) Create a blog page to the website that talks about what the group is working on, how good things are proceeding, hardships, how people can get involved, etc. There will be a comment section so you can keep in touch with people, see what they think, and analyze who you’re reaching.
Tactic d) Include as many pictures as possible to really show the beauty of this place.
GET PEOPLE TO SESQUICENTENNIAL EVENT - CONVERGENCE ON SACRED GROUND
Tactic a)Tweet about activities that will be offered at the event
Tactic b) Create printable coupon that is redeemable for prizes at event – put coupon on Twitter and in the blog page on website.
Tactic c) Invite Twitter followers to event.
Tactic d) Talk about event in blog posts.
CAMPAIGN BUDGET
Billable Hours - $500
Sponsoring content on Twitter - $50
Prizes offered on coupons - $200
CAMPAIGN EVALUATION
Analytics of webpage increase – people coming to page and staying on page to read info
500+ people show up to Sesquicentennial event
Raise $2000+ from event
Donations increase
More people join Friends of Ash Hollow
People are commenting and interacting with blog
Gain 100 followers on Twitter
CONCLUSION
Friends of Ash Hollow is an incredible organization that had a set mission and goals to achieve. Although they have been making strides to protect and preserve Ash Hollow they have struggled to get more attention from the public. By improving social media presence, we can increase awareness of Ash Hollow and educate the public with minimal spending. Adding a blog to their webpage gives them a way to reach a target audience and receive immediate feedback from our followers. The advertisements created and shared on social media will boost incentives to attend events and activities at the park, increasing revenue and visitation.