final pdf form

Gabrielle Dougherty Alexandra Aloi Megan Daversa

Gabriela DiNobile Alyssa Kornfeld Carina de Lemos

2016 Public Relations Plan

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Contacts and Titles……………………………………………………………………………………

Executive Summary………………………………………………………………………………..… Page 3

Client Research…………………………………………………………………………….….………Page 4

Primary Research…………………………………………………………………………….…….…Page 5

Publics……………………………………………………………………………………………….Page 15

Goal………………………………………………………………………………………………….Page 18

Objectives………………………………………………………………………………..….……….Page 18

Strategies and Tactics……………………………………………………………………….……….Page 19

Timeline…………………………………………………………………………………………….. Page 23

Budget………………………………………………………………………………………………. Page 28

Evaluation Methods………………………………………………………………………….….……Page 30

Appendix I: Tactics…………………………………..………………………………………………Page 32

Appendix II: Calendar……………………………………………………………………………… Page 48

Appendix III: Contact List..…………………………………………………………………………Page 55

Works Cited…………………………………………………………………………………………Page 57

Table of Contents

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Gabrielle Dougherty: AE Sophomore

Media Communications Major Spanish Minor

[email protected]

Gabriela DiNobile: AAE Sophomore Media Communications Major Spanish Minor [email protected]

Contacts and Titles

Carina de Lemos Junior

Media Communications Major [email protected]

Megan Daversa Junior Media Communications Major Marketing Minor [email protected]

Alyssa Kornfeld Senior

Media Communications Major English Minor

[email protected]

Alexandra Aloi Junior Media Communications Major Graphic Design Minor Psychology Minor [email protected]

Executive Summary

The following is a public relations plan created by The Movement PR (TMPR) for the

Herreshoff Marine Museum in Bristol, Rhode Island. The goal of TMPR is to increase positive

perception of the Herreshoff Museum. Research was conducted through interviews and focus

groups to get a deeper understanding of our target publics: families of the East Bay Community

(Bristol, Warren, Barrington, Portsmouth, Tiverton, Little Compton, East Providence, Newport,

Jamestown, Middletown) and Roger Williams University Students. The objectives are as

follows:

1. Generate positive attitudes of the Herreshoff Museum within 250 families in the East

Bay Community by July 2016,

2. To create involvement between the Herreshoff Museum within 100 families in the East

Bay Community by July 2016.

3. Increase awareness of the Herreshoff Museum within 4,000 Roger Williams University

students by July 2016.

4. To create involvement between the Herreshoff Museum within 500 Roger Williams

University students by July 2016.

Strategies to achieve these objectives will include media outreach, collateral material

dissemination, and special events.

With a budget of $5,000, expenses will amount to $4,873.43, leaving a total of $126.57

for unforeseen circumstances. Execution of the plan will begin January 2016 and continue

through August 2016.

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Client Research

The Herreshoff Museum is a historical destination that is dedicated to not only

preserving the legacy of the Herreshoff brothers, but also expressing the intuitive ideas they

brought forth in business, design, engineering, sailing, and architecture. The museum itself is

one of the most valuable, historical landmarks in Bristol, Rhode Island, which goes all the way

back to 1971 when A. Sidney DeWolf Herreshoff and Rebecca Chase Herreshoff founded the

marine museum. Their initial goal was to maintain and bolster the many accomplishments of

the family’s manufacturing company. Today, it has become an area that encircles a large

museum facility, the old family base, six former company buildings and a large portion of the

company’s waterfront.

The Herreshoff Museum has much to offer that many individuals are not aware of. In

addition to providing history and insight on sailboats and the America’s Cup, the museum holds

various events and activities. The museum regularly hosts classic yacht regattas, weddings,

galas, and more. They also operate an outstanding sailing school where people of all ages can

learn to sail along Bristol’s waterfront.

Historically, the Herreshoff Museum has contributed to the designs of many important

vessels throughout time, including as Rhode Island’s earliest boats: Sprite and the Reliance.

The first U.S. Navy torpedo boats from the 1980s were also designed and built by the

Herreshoff’s. They have also successively constructed eight defenders of the America’s cup

from 1893 to 1934, which happens to be the Museum’s most legendary accomplishment.

Despite the positive media on the Herreshoff Marine Museum, there are still

misconceptions about what the museum can provide to visitors. The museum needs to target

new publics, along with new strategies and tactics to fulfill objectives.

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Primary Research

For our research brief, our ultimate goal is to determine how raising awareness, attitudes and

behaviors towards the Herreshoff Museum can lead to an increase in perception and interaction

between the public and the museum. This required extensive research, for which we decided to

use the following two methods: interviews and focus groups. As we collected our data, we

began to piece together the information we gained from our publics and put it towards our

objectives for this project.

Method 1: Interviews

Each group member sought out five-to-six people, for a total of 32, within the Bristol,

Rhode Island area and asked them ten questions during the first week of October, 2015. The

interviews were held face-to-face in order to achieve the most effective communication and

ensure information (sent and received) was not misconstrued. The interviewees consisted of

local residents, both male and female, that ranged in age from around 20-48 years old.

Question 1: What do you do on your free time outside of work/school?

Out of all the interviewees, the highest percentage were

interested in sports (47%). The feedback we received gave us

insight on what other outdoor activities were the most

appealing to the residents of the East Bay community. The

interviewees gave details on how they were interested in

outdoor activities, such as working out, sports, gardening

and fishing. Other common activities that were mentioned

included dining at restaurants in Bristol, specifically on the

water, and shopping. Out of 32 interviewees, 47% engage in

sports activity, 25% engage in fishing activity, 16% engage

in fitness activity, and 12% engage in gardening activity.

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We asked this question to determine what our publics are interested in, and what daily

activities they mostly participate in. By getting the general interests, we can begin to

understand how the qualities of the Herreshoff Museum can be incorporated into the Bristol

community. We can determine how to position the museum as a designated place for these

types of group events.

Question 2: What is your favorite aspect of Bristol?

Interviewees explained the tight knit community, small town feel, geography and

beauty to be the most favorable parts of Bristol. They appreciate the opportunity to live closely

to the waterfront in a town with a deeply rooted history of patriotism throughout all seasons.

Throughout the interview process, all interviewees (32) stated that Bristol’s geography is one of

the most favored aspects of the community. Our publics “enjoy that the Bristol area is close to

the water and beach.” This information gives the Herreshoff Museum an advantage for future

promotion, knowing that we can draw on the geographical qualities of the museum’s location

that match with the interviewees’ responses.

Question 3: Where do you find there to be the most history in Bristol?

Our responses showed that destinations such as The Rogers Free Library, King Philip's

Seat, the Blithewold Mansion, the DeWolf Tavern, Colt State Park, and Bristol’s Annual Fourth

of July Celebration exhibited the most history in Bristol.

Map showing the Herreshoff

Museum’s proximity to Bristol Historical spots and Roger Williams University.

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These landmarks are in the same proximity to the Bristol Community as

the Herreshoff Museum is, yet they are receiving more exposure. The Herreshoff Museum has

equal historical value as these landmarks and should be receiving comparable recognition. It is

beneficial to know that people are looking to downtown Bristol for history. There is an

opportunity to expand the target public’s knowledge about the Herreshoff Museum from the

responses we received.

Question 4: Being that Bristol is located by the water, what nautical activities, if any,

interest you?

The most popular responses included boating, sailing, kayaking and going to the beach.

These responses came up with over half of those whom we interviewed. All interviewees

mentioned, or had some interest in, water activities. This is an important element for this

project because a large portion of the Herreshoff Museum revolves around events and activities

that take place near the water. As these people already take interest in many of the aspects the

Herreshoff provides, it will be to show them how the museum can be incorporated into their

routine activities. This also helps us picture what the public is most likely to expect when it

comes to the Herreshoff museum and will lead to a higher interest from the community.

Question 5: How involved are you in the Bristol community?

We found that identifying people's involvement is necessary in order to gain their

perspective on willingness to continue to be a part of the community. Through many

interviews, findings showed that 28% of individuals

were involved with the community through local

employment, 38% gave back to the community through

volunteer work, and 34% stated no involvement at all.

Community volunteer work that 38% of the subjects

engaged in included: participation in local clean up such

as Save the Bay, volunteer work at Bristol soup kitchens

and helping at local food pantries. In addition to this, the

28% who were involved through employment worked at

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locations such as Roger Williams University and local restaurants in Bristol. On the other end

of the spectrum, the 34% who had little involvement in the Bristol Community shows that there

is still a target public that needs to be reached and persuaded to partake in what the museum

offers.

The Herreshoff Museum can serve as an alternative option for community involvement

in Bristol. Subjects who had little involvement stated that they were “not very involved but

would like to be and were not aware of the possibilities.” Understanding community

involvement is essential for the success of reinventing Herreshoff’s image because creating

ways to gain community interest will draw more attention to the museum. This information

leaves room to create new objectives and volunteer opportunities for future events to be held at

the Herreshoff Museum.

Question 6: What do you know about the America’s cup sailing competition?

A total 19 out of 32 interviewees

(59%) were unaware of the America’s Cup

sailing competition. One interviewee in

particular was familiar with the event

stating, “I can send you a 20 page history

paper I wrote in high school on the

America’s cup. It’s the oldest trophy in

competitive sports. It’s a match race,

meaning that it’s one on one.” Overall,

however, not many people are familiar with

the America’s Cup. Out of the remaining 13

individuals, 8 (25%) of the individuals knew just the name event and 5 (16%) knew additional

details about the event. Further interest in the Herreshoff Museum can be gained if their target

publics are aware of this historical event that takes place in the neighboring town of Newport.

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Interview Question 7: What have you heard about the Herreshoff Marine Museum?

Responses varied where some individuals have

had personal experience with the museum and others

were not familiar with the name. 13 out of 32

interviewees (41%) had never heard of the museum

before, 11 were familiar of the Herreshoff name and

eight knew more detail about the museum. Other

ways individuals were knowledgeable about the

museum were through a campus event, a venue

recommendation or word of mouth. 34% of people

were familiar with the museum from word of mouth

and 25% knew specific details about the museum.

Communication is the basis for public awareness. This will aid in determining what

methods are working and what areas we need to improve on, expand or change. The number of

individuals who had not heard of the museum, considering how close in proximity they are,

also demonstrates a lapse in communication that can be addressed.

Question 8: What about the museum interests you the most?

The common interest within the museum came from the history of Bristol relating to the

Herreshoff brothers and their ability to think ahead of their time. There is a high interest in the

new Reliance model and the story behind the original boat. When Bristol locals pass by the

museum the visual aspects of the boats are very intriguing to the local boating community.

Many Roger William’s students who are involved in areas such as engineering, management,

and history are interested in further connecting the museums historical aspects to their

education at the university.

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East Bay locals and students are

interested in various aspects of the museum, and

the history behind the Herreshoff brothers. The

feedback showed high levels of interest from

students who are looking to learn more

information pertaining to their field of study but

were not aware of the strong history the museum

held. Bristol families and locals admire the

strong waterfront community of which they are

a part of and would be interested in seeing more

events take place focusing on that aspect. These

findings conclude that more exposure to local

students for opportunities and information would create more interest in the museum. As for

families, their interests in the boats and models lead to the idea that the museum needs to be

more family orientated and work to create a more welcoming image.

9. What would make you more interested in the museum?

The responses dealt with the reality that people do not hear much about the

establishment and what is offered at the museum upon visiting. 14 interviewees were unsure of

the location and stated the museum does not promote itself on platforms that they check.

Publics are not aware of all the museum has to offer and suggested local vendors and

restaurants that could help the community become more aware of the museum. The

interviewees also stated they would be interested in attending events at the Herreshoff

Museum, if they were geared toward their age group. The integration and exposure are crucial

in order to generate more interest and traffic for the Herreshoff Museum.

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Question 10: When can you see yourself making the time to visit the Herreshoff museum?

The 32 interviewees stated that special events or

requirements for a class or club would be an initiative

to visit the museum, while local families felt that

having more community services and events would

increase attendance at the museum. A local mother

stated that because the museum is in such a great

location she could see herself going to the museum

then out to lunch with her husband. Others feel the

museum is only a place to go during the summer,

when the weather is nice and they have more free

time but would not usually think of the museum as a

fun place to attend voluntarily.

The feedback concludes that visiting the Herreshoff museum does not have enough

exposure as a place of interest for people to visit without outside influence. The community is

unaware of what the museum has to offer other than the display of boats. Understanding that

this is a missing link to the bottom-line purpose of the Herreshoff museum, we can now begin

to work towards building recognition and better perception.

Research Method 2: Focus Groups

We held three focus groups between Wednesday and Thursday during the first week of

October, 2015 at 7:00 P.M. The groups were held at the Roger Williams University Library and

the Baypoint Inn Conference Center. These discussions were facilitated in order to measure the

level of awareness of the Herreshoff Museum. All participants attend Roger Williams

University, ranging from sophomores to seniors. Each group contained 8-12 students. The tones

of the focus groups were fairly similar: optimistic, encouraging, and enthusiastic.

Among the three focus groups, initial conversation regarding interests involved hanging

out with friends, being outside, working out or participating in sports, kayaking, boating and

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dining. The discussion progressed into specific Bristol activities, and responses included

hanging out by the waterfronts, going to downtown restaurants, visiting Colt State Park and

going to shops on Hope Street. One aspect all three focus groups’ had in common were

conversations that shifted towards intellectual activities, with which responses included

educational shows, photography, public speakers, and brain challenging games on smartphones.

Focus Group 1:

Focus Group 1 was held at the Baypoint Conference Center with eight Roger Williams

students. During our focus group we started by asking everyone what they enjoyed doing in

their free time. Students interests included dining at their favorite restaurants, walking around

Colt State Park, and meeting new people. Some of the intellectual activities that interested the

students were going to RISD museum in Providence, the Bristol Fourth of July parade, and

attending public speakers on campus. The intellectual interests led to conversations about what

students enjoy in Bristol, the students enjoy spending time by the water, shopping in the local

stores, and going to the Sip and Dip by the water. One participant brought up how they went to

a symphony off campus and the other group members agreed that if they heard about events

happening in the area, they would attend if it interested them.

One student stated they “ enjoy visiting art museums in Boston” which brought up

another participant's question of “isn’t there a museum by the water in Bristol?” From that

question the participants were able to discuss the Herreshoff museum but did not know the

name or what the museum offered. From the comments of the Focus Group participants the

feedback will allow us to disseminate what the museum has to offer to improve the perception.

Focus Group 2:

Focus Group 2 was held in the RWU Sailing Center with six university students. We

conducted the focus group with the goal of creating a comfortable and engaging public

speaking environment. We began the focus group by starting a conversation about what some

of their favorite activities to partake in outside of the university was. When answering what

they do in their free time outside of work and school, one male stated he enjoyed hanging out

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with friends and also enjoyed fishing. Another male in the focus group enjoyed biking down by

the water on Hope Street and also enjoyed sailing. This lead to a further discussion on their

thoughts on the Roger Williams University sailing team and water activities such as kayaking

and paddle boarding that are available for Roger Williams students.

The tone of the focus group was engaging and upbeat and discussion flowed smoothly.

During this focus group participants began speaking about historical factors of Bristol and

mentioned the Blithewold Mansion, the Fourth of July Parade, and mentioned the sailboat on

the corner of Burnside Street. Another participant reported that her sailing instructor at Roger

Williams University had mentioned “an old sailboat that is being reconstructed somewhere

downtown.” When the boat on the corner of Burnside Street was mentioned and the

reconstruction of the Reliance was stated, this was our Focus Groups cue to begin asking

questions regarding the Herreshoff Marine Museum.

When we asked students about how and what they have heard about the Herreshoff

Marine Museum, responses varied. Some explained that they had attended school banquets at

the museum and another individual shared that she visited the museum for an extra credit

project for one of her courses. The rest of the individuals in Focus Group 2 had not heard of the

Herreshoff Marine museum, but showed an interest in learning more about it. We then gave

that group a brief description of the museum and its mission, and asked for comments. This

information gathered from Focus Group 2 gives us a better understanding of how aware and

involved students are with the Herreshoff Marine Museum and what we can do to continue the

and better the success it.

Focus Group 3:

Focus Group 3 was held in the RWU campus library with nine university students. During the

focus group, we began by asking everyone how they liked to spend their free time when not at

work or school. Responses from all students included hanging out with friends, being outside,

dining, working out, and participating in sports. To be more specific, a few responses students

gave included kayaking and boating. We also asked students if there were any intellectual

activities they were involved in, outside of required academics. This resulted in a shorter set of

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responses, from about half the number of students that only included educational shows, such

as Animal Planet, or brain challenging games on smartphones. We then led the discussion into

what was specifically fun or interesting to do in Bristol. Many students enjoyed hanging out by

the waterfronts, going to restaurants such as Thames, Agave and the Beehive, going to Colt

State Park and going to the shops around Hope Street.

Focus group 3 had a participant who brought up the Herreshoff Museum when asked

about historical locations in Bristol, Rhode Island. This led to a lengthy discussion on how

other students have heard of the museum but did not know any facts pertaining to it. One

student knew the museum as, “the one with the huge sailboat next to it,” which led to more

input where students were angry that, “the sailboat was way bigger than the sign.” These

answers will allow us to figure out what aspects of the Herreshoff Museum we need to make

stand out to attract more people.

This discussion led us to have a better understanding on what college students do in

Bristol that make it such an enjoyable place to live. Since a few of these responses, such as

being outside and boating, are areas where the Herreshoff Museum can be incorporated; we are

given further ideas as to how students can interact with the museum. These answers will then

further allow us to figure out what aspects of the Herreshoff Museum we need to have stand out

more, to attract more people that are within that close proximity.

Conclusion:

Overall, the majority of participants for our research brief were unaware of the history

and outstanding features the Herreshoff Museum has to offer. However, we did learn the

common interests people share within the community, and which aspects of the museum need

more exposure. The most prominent necessity for the Herreshoff Museum would be integration

within all areas of the Bristol community, including Roger Williams University. This can be

achieved through different promotions, partnerships with restaurants and other local vendors, or

specific events geared toward a variety of publics. Now that we have determined the museum’s

bottom line, we can now advance forward in implementing ideas in order to improve the

perception of the Herreshoff Museum.

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Target Publics

1. Families in the East Bay Community

The East Bay Community target public consists of families with children, adults, and

branches further into older generations such as grandparents. These families reside in Bristol,

Portsmouth, Warren, and Barrington. The children (ages 10-18) attend schools within these areas

(elementary, middle, high school). The parents of these children are a generation that still

appreciates old media, and moderately-regularly read newspapers and magazines, whether they

are prescribed to their households or available at their work. They also frequently consume news

through television, as it is something that can be viewed during their mornings, after work and

before bed. If the parents commute to work, they are most likely to listen to the radio, whether it

be a news or entertainment station. This group of people are interested in community-oriented

activities, where they will be able enjoy themselves in a place that is fun and enjoyable for the

entire family.

Example:

“This is John and Lilly Peterson. They are a middle-class working family living in

Bristol, Rhode Island. They have two children, Tommy and Emily, who both attend Mt. Carmel

Elementary School. This family is the epitome of our target public. John and Lilly are looking for

new family activities, since Tommy and Emily have grown bored of their typical weekend

routines. The family has an appreciation for the nautical aspect of Bristol, and would like to

become more involved within their community. Every morning while getting ready for work, John

and Lily watch the morning news on ABC 6. They also receive monthly subscriptions to The Bay

Magazine, the East Bay Newspaper and the Bristol Warren Patch.”

2. Roger Williams Students

The Roger Williams University target public includes freshman through senior students

that are looking for new opportunities to improve their academic experience. These students are

pursuing different majors, ranging from business and marketing to engineering and architecture.

This public represents a younger generation of individuals that have less interest in traditional

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media, and receive most of their news and information through social media

networks. Social media sites such as Facebook, Twitter, Instagram, and LinkedIn are the main

web networks these students will be reached. In addition to this, these students are looking for

ways to build their resume, improve their grades, and fulfill additional academic requirements.

Along with social media sites, students are also regularly exposed to posters around campus,

the campus radio station, and emails sent directly from the Roger Williams Admissions.

Example:

“This is Chris and Jill. They are both second year college students at Roger Williams

University. Chris is pursuing a degree in Engineering, and Jill is pursuing a degree in Graphic

Design. These two students are the epitome of our second target public. They are really

passionate about their university and want to become more involved in the Bristol community;

but they do not know how to branch outside of their university. Chris and Jill are active users

of numerous social networking sites. They pick up the weekly Hawks Herald in the Atrium, and

are active listeners of WQRI during their lunch hours.”

Demographics

1. Bristol, Rhode Island Population: 22,954 Males: 10,674 (48.2%) Females: 11,465 (51.8%) Median Resident Age: 38.2 years Estimated Median Household Income: $58,026

2. Portsmouth, Rhode Island Population: 17,389 Males:8,535 (49.1%) Females 8,535 (50.9%) Median Resident Age: 44.8 years Estimated Median Household Income: $81,986

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3. Little Compton, Rhode Island Population: 3,492 Males: 1,710 (49.0%) Females: 1,782 (51.0%) Median Resident Age: 50.2 years Estimated Median Household Income: $51,203

4. East Providence, Rhode Island Population: 47,149 Males: 21,556 (45.7%) Females: 25,593 (54.3%) Median Resident Age: 41.1 years Estimated Median Household Income: $48,126

5. Warren, Rhode Island Population: 10,611 Males: 5,034 (47.4%) Females: 5,577 (52.6%) Median Resident Age: 44.5 years Estimated Median Household Income: $54,833

6. Tiverton, Rhode Island Population: 7,775 Males: 3,677(48.7%) Females: 3,880(51.3%) Median Resident Age: 47.4 years Estimated Median Household Income: $65,545

7. Newport, Rhode Island Population: 24,027 Males: 11,914 Females: 12,113 Median Resident Age: 37.5 years Estimated Median Household Income: $59,339

8. Jamestown, Rhode Island Population: 5,405 Males: 2,686 (49.7%) Females: 2,719 (50.3%) Median Resident Age: 50.7 years Estimated Median Household Income: $87,892

9. Middletown, Rhode Island Population: 16,150 Males: 7,763(48.1%) Females: 8,387 (51.9%) Median Resident Age: 42.8 years Estimated Median Household Income: $40,721

10. Roger Williams University Undergraduate Population: 4,425 Graduate Population: 940

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Goal

“To increase a positive perception of the Herreshoff Museum within the East Bay Community and Roger Williams University Students.”

[The goal of our public relations plan is to increase a positive perception of the

Herreshoff Museum. We are hoping to create admiration and interest towards all

things the museum has contributed throughout the years through our target

publics: Roger Williams University students, and families within the East Bay

Community (Bristol, Newport, Middletown, Jamestown, Little Compton,

Portsmouth, Warren, and Barrington). These publics are in close proximity to the

museum and will benefit from what the museum has to offer].

Objectives

1. Attitudinal Objective

Generate positive attitudes of the Herreshoff Museum within 250 families in the East Bay

Community by July 2016.

2. Behavioral Objective

To create involvement between the Herreshoff Museum within 100 families in the East Bay


3. Informational Objective

Increase awareness of the Herreshoff Museum within 4,000 Roger Williams University



To create involvement between the Herreshoff Museum within 500 Roger Williams University


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Strategies and Tactics

1. Attitudinal Objective:



Strategy 1:

Promotional Materials

Tactics:

Gift bundle/bag (See Appendix pg. 32)

Coupon for museum gift shop (See Appendix pg. 35)

Purpose:

A Herreshoff bundle will be created to give to children that attend the

museum. Bundle will include a drawstring backpack with the Herreshoff Museum

logo on it, a Herreshoff Museum T-Shirt, Fun Facts Sheet about the museum and the

Herreshoff brothers, a crossword puzzle, and a coloring page to design your own

boat, and a Herreshoff logo temporary tattoo.

The museum coupon can be redeemed for 15% off anything in the

Herreshoff gift shop. This will act as an incentive for those interested in the museum

to have an opportunity to see what else the museum can provide. These coupons will

be available through email and social media to help associate positive aspects of

Bristol with the museum.

2. Behavioral Objective:



Strategy 1:

Publicity

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Tactics:

Press Releases (2) (See Appendix p. 36)

Placed advertisement (See Appendix pg. 38)

Strategy 2:

Events

Tactics:

Family Fun Week (August, Monday-Friday) (See Appendix pg. 39)

Purpose:

A press release about the Reliance exhibit will be sent out highlighting the

process leading up to the display and information on where it can be viewed at the

museum. If our chosen media outlets decide to use our story there will be the

opportunity to inform the public about interesting aspects of this model, we can

draw more individuals to see what the final exhibit looks like, bringing more foot

traffic into the museum. The second press release sent out will be about the

upcoming Frostbite event held every February. This will provide important

information about the details of the event and what it has to offer.

Family Fun Week will provide the sailing students and their families with a

memorable experience to end the summer sailing sessions. This week will create

involvement with both the students, family and friends. The planned week will

entail daily activities including creating your own mini-boat (See Appendix pg. 40),

a potluck, outdoor movie night, a Junior America’s Cup race, and a sailing awards

dinner.

3. Informational Objective



Strategy 1:

Collateral Material

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Tactics:

Posters (See Appendix 41)

Flyers (See Appendix 41)

Strategy 2:

Promotional Material

Tactics:

#RELIANCE Hat (See Appendix 44)

Phone Wallet (See Appendix 44)

Purpose:

Design and disseminate posters and flyers that promote the Herreshoff

Museum. This will create opportunities for Roger Williams students to develop a

connection between collateral material being displayed on campus to the Herreshoff

Museum. This type of exposure allows us to create an increase in awareness for the

museum itself, along with all of its contributions they offer.

Design a navy blue baseball cap with #RELIANCE embroidered on the

front. The phone wallet will be navy blue with the Herreshoff logo printed on it in

white. It can be placed on the back of any smart phone and hold items such as IDs

and credit cards. These two items can quickly create familiarity with the museum by

individuals wearing these products and exposing others around them with the name.

We will reserve table times in upper commons upon the return of students

for second semester with displays of the hats and phone wallets, as well as flyers to

hand out. During this time we will also be able to inform students of internship and

extra credit opportunities and the merit point event.




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Strategy 1:

Social Media Campaign

Tactics:

Facebook Post (RWU and Herreshoff) (See Appendix pg. 45)

Instagram Post (#RELIANCE) (See Appendix pg. 46)

Twitter Post (RWU retweet Herreshoff) (See Appendix pg. 46)

Strategy 2:

Partnership between Roger Williams University and Herreshoff Museum

Tactics:

Merit Point Event (See Appendix pg. 42, 45)

Extra Credit Assignment (See Appendix pg. 47)

Internship Opportunities (See Appendix pg. 41)

Purpose:

Use Facebook, Instagram, and Twitter to generate online participation

through posts, the hashtag RELIANCE and retweeting Herreshoff tweets on the

Roger Williams University twitter account. This will bridge the participation gap

between the Herreshoff Museum and Roger Williams students.

Merit Point Events and Extra Credit Assignments will create ways for the

students at Roger Williams University to become involved with the Herreshoff

museum along with benefiting their academic careers. This event will include

attending an on campus speaker about the Herreshoff Museum that will count for

one Merit point. The speaker will explain the history of the Herreshoff Museum and

how it relates to aspects of design, architecture, business and engineering. as The

extra credit assignment will include visiting the Herreshoff Museum and writing a

paper on an aspect of the museum that stood out to the student or that they enjoyed

that can count as extra credit for a particular class.

Internship opportunities will be made available for students pursuing careers

in engineering, history, architecture, or business. These students will be able to gain

hands on experience through working with other museum employees, while

contributing to the Bristol community. 22

Timeline

February 2016:

February 1st: Send out Frostbite Event Press Release to Bristol/Warren Patch, Bristol

Phoenix, East Bay R.I (online).

February 2nd: Create Internship application for students to be completed by April 1st and post

availability on Hawks Hunt.

February 4th: Send email pitch to Roger Williams University professors about potential extra

credit opportunity at the Herreshoff Museum.

February 6th: Annual Frostbite Event

February 8th: Order #RELIANCE baseball caps, order phone wallets.

February 10th: Contact Tony Montefusco (Director of Housing at RWU) about holding a Merit

Point Event through Herreshoff Marine Museum (free event for all students).

February 15th: Internship application made available for submission.

February 17th: Order Herreshoff T-Shirts, washable tattoos, drawstring backpacks for gift bag/

bundles.

Weekly Tweets:

Every Monday, Wednesday, and Friday of the month from the Herreshoff

Twitter account.

Weekly social media posts:

Instagram and Facebook posts on every Monday of the month from the

Herreshoff accounts.

Monthly social media posts:

Twitter and Facebook posts the First Monday of every month from the Roger

Williams University accounts.

23

March 2016: March 7th:

Place coupons on social media pages, and deliver to local shops and restaurants.

March 8th: Book table times at Roger Williams University Commons dining hall for dates 3/16/16 and 4/13/16, lunch and dinner.

March 16th: Host table time at Roger Williams University Commons dining hall to promote: Internship and upcoming Merit Point Event.Hand out more promotional material (#Reliance hats, Herreshoff phone case wallets).

March 17th: Assemble gift bag/bundles for children visiting museum.

March 26th: Send out Reliance Model Press Release to Hawks Herald, Bristol/Warren Patch, Bristol Phoenix, East Bay R.I (online).

March 27th: Order placed advertisement on EastBayRI.com.

Weekly Tweets: Every Monday, Wednesday, and Friday of the month from the Herreshoff Twitter account.

Weekly social media posts: Instagram and Facebook posts on every Monday of the month from the Herreshoff accounts.

Monthly social media posts: Twitter and Facebook posts the First Monday of every month from the Roger Williams University accounts.

April 2016: April 1st:

Internship Applications due. April 2nd:

Reliance exhibit open to the public April 4th:

Posters set up around campus about Merit Point Event.

24

April 13th: a. Host a table time at Roger Williams University Commons dining hall to promote: Information on upcoming Merit Point Event and the RELIANCE upcoming Event. b. Hand out more promotional material (#Reliance hats, Herreshoff phone case wallets).

April 16th: Merit point event at Roger Williams University Sailing Center.

Weekly Tweets: Every Monday, Wednesday, and Friday of the month from the Herreshoff

Twitter account.

Weekly social media posts: Instagram and Facebook posts on every Monday of the month from the


Monthly social media posts: Twitter and Facebook posts the First Monday of every month from the Roger


May 2016: May 1:

Decisions sent out to top two internship applicants, two alternate applicants selected.

Weekly Tweets: Every Monday, Wednesday, and Friday of the month from the Herreshoff Twitter account.



25

June 2016: June 6th:

Internship begins. Weekly Tweets:

Every Monday, Wednesday, and Friday of the month from the Herreshoff Twitter account.



July 2016:

July 15th:

Internship ends.

Weekly Tweets:


Twitter account.







August 2016:

August 1st:

Send out Family Fun Week itinerary to participating sailing students/families.

August 22-26:

Family Fun Week

26

Weekly Tweets:


Twitter account.



Herreshoff accounts




27

Budget

The overall budget for this public relations plan is $5,000.

Collateral Materials: Posters…………………………………………………… 11x17 Oaktag (3-Color Processing) (25)

$7.99 each Final Sale Cost: $200.00

Merit Point Event Poster

Flyers…………………………………………………………………………………………8.5x11 (200 Reliance) (100 Internship)

12 cents each Final Sale Cost: $36.00

Opening of the RELIANCE project and Internship Flyers

Promotional Materials: Phone Wallet…………………………………………………………….. $1.59 each for 250 bundle

Total Cost: $397.50 #RELIANCE Hat……………………………………………..….…………Production Cost: $10.00

(50)

One size fits all Final Sale Cost: $500.00

Gift Bundle/Bag Herreshoff Drawstring Backpack……………………………...$6.96 per backpack $417.60 for 60 backpacks

Herreshoff Museum T-Shirt (Youth S, M and L)......................................................$6.15 each t-shirt $369.00 for 60 in total, $20.00 for each size

Fun Facts Sheet…………………………………………………………….………………………$0

Color-Your-Own Sailboat Page………………………………………..….……………………….$0

Herreshoff Logo Washable Tattoo…………………………………..………..$14.99 for 1 sheet (24) 4 sheets (96) $47.96

Museum Gift Shop Coupon…………………………………….………………………………….$0 15% off anything in the Herreshoff gift shop.

28

Media Outreach: Press Releases (2)…………………………………………………………………………………………….…….$0

The Annual Frostbite Event press release and on the RELIANCE project. Placed Advertisements

Sailing lessons advertisement online (www.eastbayri.com)……………..… (banner ad) $10/CPM

66,000 Total Ad Cost: $660.00

Special Events: Family Fun Week (Itinerary - 5 day week) (ages 6-12, kids within the sailing program) Monday: Mini Boat Kit………………………………………….………………………………$8.00 each

(75 kid limit) Total Cost: $600.00

Lunch (Pizza) …………………………………………………………………………………..$12 each pie

14 in total Total: $168.00

Tuesday: Barbecue Food, Potluck……………………………………..…………………………………..$0

Ice cream: Rent out Mr. Softee Truck $1.50 an ice cream (200 people):

$300.00 Wednesday: Drive-In Movie………………………………………..…………$87.37 (projector and screen) Concession (pre-made popcorn and soda)…………………………………………………………….$75.00 Thursday: Lunch (Heros)…………………………………………………………….$70.00 (20-24 people)

Water: $25.00 (200 people, 9 platters, plus water): $692.00

Friday: Russel Morins Catering……………………………possible sponsor, raise money Chinese auction raffle tickets: $25.00

Unforeseen Circumstances:…………………………………………… additional food $300.00

Total Campaign Cost:……………………………………………..............................$4,873.43

29

Evaluation Methods

In order to successfully execute our public relations plan, various evaluation methods

must be carefully thought out and implemented. These methods will assist in keeping us on

track with our public relations plan, as well as allowing our client to inform us of any potential

issues, questions or concerns. We then will be able to make any adjustments to our plan, if

necessary.

Informational Objective:



Measurement of Message Exposure:

Measuring message exposure is through the use of media impressions. We will be able to get a

general report of how many people may have been exposed to the message on the Herreshoff

Museum. These numbers are not exact but it will help us give a better understanding of how

many people may have received the message throughout whatever media it was distributed

from.

Attitudinal Objective



Measurement of Audience Attitude:

Social Media Analytics would be the best way to measure audience attitude for this objective.

The use of social media analytics will help us gather information from blogs and social media

platforms on the Herreshoff Museum. For this objective, we have to improve the target publics’

opinions and attitudes on the Herreshoff Museum. In order to do so, this method will allow us

to increase positive feedback by distributing effective information on the Herreshoff Museum

with the use of social media.

30

Behavioral Objective



Measurement of Audience Action:

Another method for measuring audience action for this objective is meeting and event attendance.

Evaluating the action attendance of an event held by the Herreshoff Museum will measure the

target publics’ actions, which is the hardest to achieve. With this method, we can hand out

evaluation sheets, asking participants to fill out at the end of their visiting. This will help us

understand what need to be done more/less when it comes to our public relations plan. An example

would be the Annual Frostbite event held in February 2016.

Behavioral Objective



Measurement of Audience Action:

Analyzing how many Roger Williams students came to the Herreshoff Museum for internship

opportunities throughout the year would be an example of how to measure audience action for this

objective with the use of meeting and event attendance.

31

Appendix I: Tactics

Gift Bundle Bag:

T-Shirt:

Drawstring Backpack:

32

Temporary Tattoo:

Coloring Page:

33

Crossword Puzzle:

Fun Fact Sheet:

34

35

Gift Shop Coupon:

Reliance Press Release:

FOR IMMEDIATE RELEASE FOR PRESS INQUIRIES:

CONTACT: Gabrielle Dougherty The Movement PR

(631)680-4019 [email protected]

THE HERRESHOFF MARINE MUSEUM LAUNCHES NEW EXHIBIT IN BRISTOL, RHODE ISLAND

The Herreshoff Museum introduces the “Reliance Model” BRISTOL, RI, NOVEMBER 18th, 2015: The Herreshoff Marine Museum is announcing the launch of its newest exhibit, the Reliance Model, scaled down replica of the America’s Cup Sailing competitions’ 1903 victor. Located on the corner of Burnside Street looking over the Bristol Harbor, The Reliance Model will be up for exhibition to the public by April 2nd, 2016. The Herreshoff Marine Museum has reconstructed, a one-sixth scale museum-quality model of Reliance in honor of its designer, Nathanael Greene Herreshoff’s, engineering brilliance. Nathanael Herreshoff’s masterpiece was referred to as a “racing freak” and “milestone in history”, due to its incredible length of 201 feet and astonishing sail area of 16,160 square feet. The Herreshoff Museum’s Reliance Model, will take its viewers back in time and tell the story of how Reliance came to be one of the most celebrated boats in history. The Reliance Model, that measures 33 feet in length and 37 feet in height, The 33 foot in, embodies the look and feel of its historic and majestic past. The exterior design of the new exhibit draws inspiration from the original Reliance ship, displaying a fully rigged static model with sails and accents of reclaimed steel. Miniature sailors “ride the deck” of the Reliance Model serving as a display of the sixty plus sailors it took to successfully operate the ship during the 1903 America’s Cup. “We look forward to having the Reliance as the Museum’s cornerstone”, says Williams Lynn, the current President and Executive Director of the Herreshoff Marine museum. “We want to educate visitors on the beauty of these large, extreme boats and tell the story of Nathaniel Herreshoff’s advanced engineering design and manufacturing competency.”

# # # About the Herreshoff Marine Museum: The Herreshoff Marine museum is dedicated to the education and inspiration of the public through presentations of the history and innovative work of the Herreshoff Manufacturing Company and the America's Cup competition. Founded in 1971 the Herreshoff Marine Museum is dedicated to honoring the engineering and design efforts of the two Herreshoff brothers, who were way ahead of their time. Today, The Herreshoff Marine Museum boasts over sixty significant boat exhibits throughout their museum. For additional information about the Herreshoff Marine Museum visit them at 1 Burnside Street, Bristol, Rhode Island or contact them at (401) 253-5000.

36

Frostbite Press Release:

FOR IMMEDIATE RELEASE FOR PRESS INQUIRIES:

CONTACT: Gabrielle Dougherty TMPR (The Movement) (631) 680-4019 [email protected]

THE HERRESHOFF MARINE MUSEUM IS PROUD TO ANNOUNCE…

The Fourth Annual Frostbite Bash, on February 6th, 2016 in Bristol, Rhode Island

BRISTOL, RI, FEBRUARY 1ST, 2016: The Herreshoff Museum is pleased and excited to announce the fourth annual Frost Biter’s Bash! Join the party and enjoy full open bars and food starting from a variety of top local restaurants and vendors. Be prepared to dance the night away in the historic Hall of Boats, bid on times in our live and silent auctions, and snap photos with your friends and family in our photo booth and make unforgettable memories!

This exciting event will take place on Saturday, February 6th, 2016, starting at 6:30 pm to 11:00 pm, hosted by your very own Herreshoff Museum at 1 Burnside Street, Bristol, Rhode Island.

# # #

ABOUT THE HERRESHOFF MUSEUM: The Herreshoff Marine museum is dedicated to the education and inspiration of the public through presentations of the history and innovative work of the Herreshoff Manufacturing Company and the America's Cup competition. Founded in 1971 the Herreshoff Marine Museum is dedicated to honoring the engineering and design efforts of the two Herreshoff brothers, who were way ahead of their time. Today, The Herreshoff Marine Museum boasts over sixty significant boat exhibits throughout their museum. For additional information about the Herreshoff Marine Museum visit them at 1 Burnside Street, Bristol, Rhode Island or contact them at (401) 253-5000.

37

Placed Advertisement:

38

Family Fun Week Itinerary:

39

Family Fun Week Itinerary August 22nd-26th 2016

Make-Your-Own Sailboat:

40

Posters/Flyers:

41

#Reliance Baseball Cap:

Herreshoff Marine Museum Phone Wallets:

44

Facebook Posts:

45

Twitter Post:

1,809 likes 2h

Do you like prizes? Do you love Bristol? Compete in the Herreshoff Museum’s Instagram challenge! Use the hashtag #RelianceRevealedHMM with your own picture that shows what your favorite part about Bristol, RI is. The more pictures you post, the better your chances are of winning! Winner will be announced at the Grand Revealing Event of the Reliance model on April 20th. Get creative, and don’t forget to tag us in your post. Good luck!

Instagram Post:

46

Email Pitch to RWU Professors:

47

Appendix II: Calendar

48

Roger William University: Tony Montefusco Director of Housing Phone: (401) 254-3161 [email protected]

Dr. John King Vice President of Student Life Suite 100, Center for Student Development [email protected] Phone: (401)-254-3042

Food Injuries: Mister Softee Inc. 901 East Clements Bridge Road Runnemede, NJ 08078 Phone: (856) 939-4103 http://www.mistersoftee.com/contact-us

One Casino Terrace Newport, RI 02840 401.848.0472 http://www.morins.com/

Media Outlets: Hawks Herald [email protected] Editor in Chief: Andrew Grassey

East Bay R.I. For Newspaper & Internet Advertising: Scott Pickering, Director of Sales & Marketing (401) 424-9144

Appendix III: Contact List

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For Legal Advertising: Wendy Allen (401) 424-9131 For News: Scott Pickering, General Manager (401) 424-9144

Material Contacts: Custom Ink T-Shirts and Hats http://www.customink.com/ 800-293-4232

Custom Card Holder http://www.imprintitems.com/contact.htm (651)-638-2222

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Herreshoff Marine Museum & America’s Cup Hall of Fame. (2015). Retrieved December 8, 2015, from http://www.herreshoff.org

Works Cited

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http://www.herreshoff.org

http://www.herreshoff.org

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