Final Book

N at

of io Pr n es al er va A tio l n li Co a mi nc ss e io n

s

La ur en B B La ec ran ur c en Nin a B der Sa Gr a Ey run La van obl ric i Jo cey nah ew h s Ha ki M rda Ha M adis n H tch rp eg o e an on K lli tt in day Pe d Ho dy gre y c l M eg ly S ord an til W es ar d

PR Campaigns Spring 2009 Dr. Kaye Sweetser

Table of Contents Appendix Table of Contents .........................................................................................4 Section One: Executive Summary ................................................................................8 Historic Preservation ...............................................................................................8 National Alliance of Preservation Commissions............................................................8 Client Goals ...........................................................................................................8 NAPC Campaign......................................................................................................9 Outreach ............................................................................................................. 10 Results ................................................................................................................ 11 Section Two: Situation Analysis ................................................................................. 12 Introduction ......................................................................................................... 12 What NAPC Offers ................................................................................................. 12 Resource Library ............................................................................................... 13 NAPC-L............................................................................................................. 13 Conferences...................................................................................................... 13 Newsletter ........................................................................................................ 13 CAMP ............................................................................................................... 14 Challenges ........................................................................................................... 14 Strengths ............................................................................................................ 14 Weaknesses ......................................................................................................... 15 Opportunities ....................................................................................................... 16 Partnership ....................................................................................................... 16 Expansion......................................................................................................... 16 Threats................................................................................................................ 16 Collaborators........................................................................................................ 16 The National Trust for Historic Preservation........................................................... 17 The National Conference of State Historic Preservation Officers ............................... 17 Preservation Action ............................................................................................ 17 The Advisory Council on Historic Preservation ....................................................... 18 National Park Service ......................................................................................... 18 National Competitors of NAPC ................................................................................ 18 Advisory Council on Historic Preservation.............................................................. 19 The U.S. General Services Administration ............................................................. 19 American Institute of Architects Historic Resources Committee................................ 19 Preservation Action ............................................................................................ 19 Preservation Movement ......................................................................................... 20 Current Climate of Historic Preservation .................................................................. 21 Local Historic Preservation Case Study .................................................................... 21 How to Get Involved with NAPC .............................................................................. 22 Target Audience ................................................................................................... 23 Themes ............................................................................................................... 23 Talking Points....................................................................................................... 24 Social Media in Preservation ................................................................................... 24 Theory ................................................................................................................ 25 Primary Research.................................................................................................. 27 Section Three: Goals, Objectives and Tactics ............................................................... 28 Client Problems .................................................................................................... 28

2

Client Goals ......................................................................................................... 28 Campaign Goals, Objectives and Tactics .................................................................. 28 Section Four: Campaign Summary ............................................................................. 30 Goal One ............................................................................................................. 30 Goal One, Objective One .................................................................................... 31 Tactic One for Goal One, Objective One ............................................................ 31 Tactic Two for Goal One, Objective One ............................................................ 31 Tactic Three for Goal One, Objective One .......................................................... 32 Goal One, Objective Two .................................................................................... 32 Tactic One for Goal One, Objective Two ............................................................ 33 Goal Two ............................................................................................................. 34 Goal Two, Objective One .................................................................................... 34 Tactic One for Goal Two, Objective One ............................................................ 35 Tactic Two for Goal Two, Objective One ............................................................ 35 Tactic Three for Goal Two, Objective One .......................................................... 35 Tactic Four for Goal Two, Objective One............................................................ 38 Tactic Five for Goal Two, Objective One ............................................................ 38 Tactic Six for Goal Two, Objective One.............................................................. 39 Tactic Seven for Goal Two, Objective One ......................................................... 39 Goal Three ........................................................................................................... 40 Goal Three, Objective One .................................................................................. 40 Tactic One for Goal Three, Objective One .......................................................... 41 Tactic Two for Goal Three, Objective One .......................................................... 43 Future Recommendations ...................................................................................... 43

3

Appendix Table of Contents APPENDIX A Research 1. Target Majors for NAPC Research 2. Research Contact List 3. Pre-Campaign Survey IRB Approval 4. Pre-Campaign Survey Consent Form 5. Pre-Campaign Survey Listserv Request E-mail 6. Pre-Campaign Survey Listserv E-mail 7. Pre-Campaign Survey 8. Focus Groups IRB Approval 9. Focus Groups Consent Form 10. Focus Group Participant E-mail 11. Focus Group Moderators’ Guide 12. Focus Group Display Image One 13. Focus Group Display Image Two 14. Focus Group Display Image Three 15. Focus Group One Transcription 16. Focus Group Two Transcription 17. Post-Campaign Survey IRB Approval 18. Post-Campaign Listserv Survey Consent Form 19. Post-Campaign Listserv Survey Listserv Request E-mail 20. Post-Campaign Survey Listserv Survey E-mail 21. Post-Campaign Listserv Survey 22. Post-Campaign Ghost Tour Attendees Survey Consent Form 23. Post-Campaign Ghost Tour Attendees E-mail 24. Post-Campaign Ghost Tour Attendees Survey 25. Research Summary

APPENDIX B Social Media 1. 2. 3. 4. 5. 6. 7. 8.

Social Media Research and Audit Social Media Suggestions Facebook Critique Social Media Implementations Social Media How-To Guide Social Media Best Practices Social Media Metrics Guide Social Media Assistant Description

APPENDIX C Push Week 1. Push Week Proposal 2. Push Week Handbill 3. Push Week Poster

4

4. Scavenger Hunt Online Form 5. Scavenger Hunt Answer Document 6. Scavenger Hunt Prizes and Winners 7. Scavenger Hunt Winner E-mail 8. Scavenger Hunt Prize Thank You Notes 9. Trivia Information Tables 10. Trivia Spokesperson Information 11. Trivia Night Attendance and Pictures 12. Ghost Tour Guide Information and Script 13. Ghost Tour Guides 14. Ghost Tour Teamwork 15. Ghost Tour Poster 16. Ghost Tour Handbill 17. Ghost Tour Starbucks Promotion Labels 18. Ghost Tour Suggestions 19. Ghost Tour Attendance and Pictures 20. Tate Confirmation 21. Tate Payment Invoice 22. Tate Days Group Member Schedule 23. Tate Days Instructions 24. Tate Days Attendance and Pictures 25. Poster and Handbill Distribution List

APPENDIX D Media 1. Media Contact List 2. Media E-mail 3. Public Service Announcement 4. Press Release 5. The Red & Black Ghost Tour Article 6. Flagpole Calendar 7. Ghost Tour NewSource 15 Video 8. Ghost Tour NewSource 15 Transcription 9. Columns Article 10. Athens Life Unleashed Blog Post 11. VisitAthensGA Tweets 12. TrueDawgs Tweet 13. Trivia Facebook Event Page: Sunday 14. Trivia Facebook Event Page: Monday 15. Trivia Facebook Event Page: Tuesday 16. Trivia Facebook Event Page: Wednesday 17. Scavenger Hunt Facebook Event Page 18. Ghost Tour Facebook Event Page 19. Tate Days Facebook Event Page 20. Public Relations Student Society of America Listserv E-mail 21. Student Organizations E-mail 22. Greek Community Listserv E-mail 23. History Department Extra Credit Request E-mail 24. Public Relations Communications Extra Credit E-mail

5

25. Facebook Status Updates 26. Twitter Posts

APPENDIX E NAPC Student Membership 1. Student Membership Update 2. NAPC Student Membership Invitation 3. SNAPC Proposal

APPENDIX F Display Proposal 1. 2. 3. 4. 5.

Conference Conference Conference Conference Conference

Display Display Display Display Display

Proposal Image Storyboards Storyboard Text Implementation Guide

APPENDIX G Web Site 1. Web Site Critique 2. Web Site Update

APPENDIX H Newsletter 1. Reformatted Newsletter 2. Newsletter Index of Suggested Changes 3. Newsletter Update

APPENDIX I Team Organizational Materials 1. Team Member Information 2. Team Timesheets 3. Breakdown by Category 4. Breakdown by Week 5. Team Leader Weekly Meeting Agenda: 6. Team Leader Weekly Meeting Agenda: 7. Team Leader Weekly Meeting Agenda: 8. Team Leader Weekly Meeting Agenda: 9. Team Leader Weekly Meeting Agenda: 10. Team Leader Weekly Meeting Agenda: 11. Team Leader Weekly Meeting Agenda: 12. Team Leader Weekly Meeting Agenda: 13. Team Leader Weekly Meeting Agenda: 14. Team Leader Weekly Meeting Agenda: 15. Team Leader Weekly Meeting Agenda: 16. Team Leader Weekly Meeting Agenda: 17. Team Schedule and Deadlines

6

Jan. 27, 2009 Feb. 3, 2009 Feb. 10, 2009 Feb. 17, 2009 Feb. 24, 2009 March 3, 2009 March 17, 2009 March 24, 2009 March 31, 2009 April 7, 2009 April 14, 2009 April 21, 2009

18. Deadlines Chart

APPENDIX J Client Presentations 1. Midpoint Client Presentation 2. Final Client Presentation

7

Section One: Executive Summary Historic Preservation Awareness of historic preservation in the United States is on the rise. This movement in today’s society has been increased with the growth of heritage tourism and preservation programs across the United States. Recently there has been some debate on the quality of preservation projects that are featured on popular television shows. However, the majority of the population sees historic preservation as a valuable contribution to society, as long as it does not restrict personal property rights. Local preservation commissions are challenged with restrictions but those restrictions and rules are not generally understood by the public, therefore there is a communication barrier between publics and commissions. It is important for local commissions to communicate the positive contributions of the protection of historic districts.

National Alliance of Preservation Commissions The National Alliance of Preservation Commissions, founded in 1983, is a support organization for local preservation commissions around the country. It has a strong membership base among older adults, but the executive members of the board want more activity geared toward a younger audience. Therefore, the target age group for the NAPC public relations campaign is ages 21 to 35. The campaign focused on this target audience and their accessibility to the issues of the organization.

Client Goals 1. Development of implemental strategies to effectively use the Internet to engage constituents, particularly those in the 21 to 35 age range.

8

2. Development of implemental goals and objectives for an effective exhibit display presence at national and state conferences.

NAPC Campaign Goal One: Increase awareness of the National Alliance of Preservation Commissions among adults aged 21 to 35. •

Objective One: To increase fans of the NAPC Facebook page by 50 percent by April 23, 2009. o

Tactic One: Promote NAPC Facebook group through other student groups with similar interests.

o

Tactic Two: Promote the NAPC Facebook fan page through other online social media tools, such as Twitter, Ning, MySpace, WordPress and Flickr.

o •

Tactic Three: Create NAPC Facebook events detailing Push Week festivities.

Objective Two: To have NAPC featured by local media outlets at least three times by April 23, 2009. o

Tactic One: To distribute press releases and make follow up contacts.

Goal Two: Increase accessibility to the National Alliance of Preservation Commissions for audiences aged 21 to 35. •

Objective One: To increase online and social media presence of NAPC by 50 percent by April 23, 2009. o

Tactic One: Conduct research in the form of a social media and competitor Web site audit to determine the most effective tools to target adults ages 21 to 35.

o

Tactic Two: Create social media accounts for NAPC on the most effective social media Web sites, such as Flickr, Facebook, MySpace and Ning.

o

Tactic Three: Activate social media accounts for NAPC.

9

o

Tactic Four: Create social media guides to deliver to client.

o

Tactic Five: Promote NAPC social media sites through NAPC print material and Web.

o

Tactic Six: Create a detailed list of suggested Web site revisions for NAPC and deliver to client for implementation.

o

Tactic Seven: Revise newsletter for grammar and graphics improvements to make it more attractive to a younger audience and present to client.

Goal Three: To educate and promote the importance of historic preservation among audiences aged 21 to 35. •

Objective One: To increase interest in historic preservation by 25 percent by April 23, 2009. o

Tactic One: Create and execute a “Push Week” to be held on the UGA campus.

Outreach •

In total there were 129 research participants. o

There were 33 participants from a list of select, involved majors for the NAPC Social Media Survey.

o

There were 9 participants in the NAPC focus groups.

o

There were 58 participants for the NAPC Post-Campaign Survey of the ghost tour attendees.

o

There were 29 participants from a list of select, involved majors for the NAPC Post-Campaign Survey.

•

Through Push Week activities, we conservatively estimate that we informed more than 2,300 people in the Athens community about NAPC.

10

•

NAPC and Pre-Game for Preservation generated 10 media clips from social and traditional media sources.

•

A social media internship position was created to help continue the implemented social media tools.

Results •

Overall awareness of NAPC showed a change of 0.15 where the mean of the precampaign survey was 1.75 and 1.6 for the post-campaign survey. o

This change was measured on a scale where one is the greatest possible integer.

•

•

An estimated 2,305 people were reached by NAPC Pre-Game for Preservation events. o

At Tate Days we distributed 585 fliers to students passing by the Tate Lawn.

o

There were 1,191 handbills distributed at both promotion and trivia nights.

o

There were 22 participants for the online scavenger hunt.

Social media tools: Flickr, Twitter, MySpace, YouTube and Ning o

There was a 52.8 percent increase in the number of NAPC Facebook fans.

o

Seven Facebook events promoting Pre-Game for Preservation Week were created and generated a total of 786 positive RSVPs.

o

According to the post-campaign survey results, 25 percent of respondents heard about Pre-Game for Preservation events through Facebook.

o

Four Flickr albums were created with 90 photos and 28 views.

o

Traditional Media: The Red & Black, Flagpole and Columns


Twenty-two percent of people indicated that they heard about the PreGame for Preservation events through the article in The Red & Black.

11

Section Two: Situation Analysis Introduction “To build strong local preservation programs through education, advocacy and training.” The National Alliance of Preservation Commissions is the only national organization devoted to supporting local preservation commissions and their work. Founded in 1983, NAPC provides technical assistance, training and advocacy for the thousands of local preservation commissions and architectural review boards throughout the U.S. At the core of its mission is service to the members of NAPC. NAPC believes that it can build strong local preservation programs by forming a unified support system for individual groups. NAPC also serves as an advocate at federal, state and local levels of government to promote policies and programs that support the efforts of preservation commissions. At the national level, NAPC works with its partners to provide information about current legislative issues to decision-makers. Locally, NAPC provides its members with up-to-date information about legislative and policy issues that affect local preservation. NAPC also provides community leaders with letters of support that cite solutions, successes and precedents to aid them in presenting stronger cases for local preservation issues. NAPC is a nonprofit organization housed at the University of Georgia. NAPC is in the office of Public Service and Outreach in the College of Environment and Design. Its Board of Directors is comprised of members of local preservation commissions throughout the U.S. as well as community members who work with local preservation commissions in a professional capacity. NAPC’s key stakeholders are the members of local preservation commissions.

What NAPC Offers NAPC serves the needs of its communities and members by providing an education component comprised of a resource library, a listserv, conferences and a newsletter, The Alliance Review.

12

Resource Library •

Because the NAPC office responds daily to requests for information from members, the organization maintains an extensive library of resources and precedents that it shares with the public in order to help address issues related to historic preservation. NAPC also has a network of experts who can be consulted for unusual problems that might be outside NAPC’s realm of expertise.

NAPC-L •

NAPC-L is NAPC’s members-only listserv. It connects commission members, staff and others across the United States in an online forum for the purpose of facilitating the exchange of ideas, experience and expertise.

Conferences •

NAPC hosts a biennial national conference for its members called the National Commission Forum. The Forum was held in Denver in 1998, and since then Forum has been hosted by five major cities across the country, with the most recent one occurring in New Orleans. Forum provides a unique, interactive format featuring a combination of educational breakout sessions and working roundtables, bringing together the best information from commissions, staff and other experts working on preservation.

•

The annual National Preservation Conference, hosted by the National Trust for Historic Preservation, allows NAPC the opportunity to assist NTHP in the solicitation and selection of sessions for the local preservation commission educational track that takes place throughout the conference.

Newsletter •

The Alliance Review is published six times per year. It is the primary vehicle of communication

with

NAPC’s

members.

Each

issue

includes

not

only

basic

organizational information, but also features numerous articles on current topics of interest to local preservation commissions.

13

CAMP •

Commission Assistance and Mentoring Program is the flagship of NAPC’s training efforts. Modeled after summer camp experiences, these training programs feature counselors who help the “CAMPers” improve their historic preservation skills. CAMP is based on NAPC’s core curriculum of four fundamental elements: 1. Teaching the legal framework of public preservation 2. Identifying and protecting historic resources 3. Explaining the local commissions’ roles and responsibilities 4. Encouraging public support and outreach. CAMPs are tailored to meet local, regional or statewide needs.

Challenges Currently, NAPC faces a number of challenges concerning accessibility of information and awareness of services it offers. The newsletter should be updated in order to appeal to the traditional NAPC audience as well as their target audience of young people aged 21 to 35. Additionally, a number of broken links remain on the Web site. Most importantly, NAPC needs to create more outlets though which it can advocate its views and publicize current events, which includes improving its online presence through social media. We will be concentrating these efforts on our target audience. NAPC does not currently do an adequate job of reaching this audience; this challenge will be addressed further in our goals and objectives. Additionally, NAPC has no consistent display to take to conferences and to exhibit at Forum.

Strengths NAPC already has a strong audience in local preservation commissions throughout the U.S. Because NAPC is a unique organization, there is little concern that its audience will defect to another historic preservation group. Additionally, it has a large volunteer base which highly cuts down on operational costs. Therefore, the limited budget can be spent in areas with a

14

higher return. Furthermore, because the volunteers are most likely interested in the issues surrounding historic preservation, they are predisposed to be advocates for NAPC’s mission in their communities.

NAPC also sponsors a biennial Forum for the purposes of education, advocacy and training in the area of historic preservation. Forum is an economical way for both new and lifelong members to network and continue their historic preservation education.

Weaknesses NAPC currently has just one full time employee, Executive Director Drane Wilkinson. Because it receives little funding from the University of Georgia and only moderate funding from the federal government, NAPC cannot afford to spend money on employees when the same amount of funding could go further in another area. Other NAPC contributors work on a volunteer basis. While there certainly are benefits to having a strong volunteer base, this structure can, at times, limit the breadth of activity in which NAPC can participate. These limitations can be considered weaknesses because NAPC simply does not have the manpower that other historic preservation organizations, such as Preservation Now, have.

Additionally, NAPC is not taking full advantage of social media. Many historic preservation organizations are in the same situation because they do not see the potential social media has to support and enhance their organizations. Without using social media tools, such as Twitter and Facebook, NAPC is overlooking a large audience that may not be reached in the traditional manners.

Materials presented to the public, such as the display, the newsletter and the Web site, are weak. They do not present a consistent image of NAPC and should be improved as a means to reach their goals.

15

Opportunities Partnership Because NAPC has close ties to UGA, the organization has the opportunity to partner with influential student groups, such as the Student Historic Preservation Organization, as we plan to do during Push Week. As a result of our campaign, NAPC will have the opportunity to invite individual students at universities across the nation with an interest in historic preservation to join NAPC. Furthermore, student groups at other universities, like SHPO on our campus, will have the information necessary to partner with NAPC.

Expansion NAPC is a national organization that advocates for local preservation commissions. Because of this feature, NAPC has the opportunity to reach people in communities all over the U.S. As of Feb. 19, 2009, NAPC had 692 active members throughout the country. Based on the population of the U.S., NAPC has extensive room for membership increase. Additionally, the implementation of the social media outlets as suggested by our campaign will increase awareness of NAPC in the media and consequently reach more potential members.

Threats NAPC is the only organization dedicated to the support of local preservation commissions in the U.S. Because of the distinctive niche it occupies, there are few threats to its livelihood. There are organizations that collaborate with NAPC to accomplish similar goals, such as the National Trust for Historic Places and Preservation Action. For the purposes of our campaign, there is significant overlap of the collaborators and the competition.

Collaborators NAPC regularly collaborates with the following organizations in its mission to promote historic preservation both at a national and local level:

16

The National Trust for Historic Preservation1 •

National

Trust

for

Historic Preservation

is a

private,

nonprofit

membership

organization dedicated to preserving historic places and revitalizing America's communities. NTHP was founded in 1949 to provide leadership, education, advocacy and resources to protect and preserve. •

NAPC works with both the headquarters in Washington D.C. and NTHP’s regional offices.

The National Conference of State Historic Preservation Officers2 •

The National Conference of State Historic Preservation Officers is a nonprofit organization for state historic preservation officers. It provides a way to contact the state historic preservation officers as well as serving as a method for the state historic preservation officers to communicate with each other. The mission of the National Conference of State Historic Preservation Officers is to act as a national representative for the state historic preservation officers, especially in regards to representing their interests in Washington D.C.

Preservation Action3 •

Preservation Action is a nonprofit organization created in 1974 to serve as the national grassroots lobby for historic preservation. Preservation Action seeks to make historic preservation a national priority by advocating to all branches of the federal government for sound preservation policy and programs. It accomplishes this goal through a grassroots constituency equipped with information and training and through direct contact with elected representatives.

1

http://www.preservationnation.org/

2

http://www.ncshpo.org/

3

http://www.preservationaction.org/

17

The Advisory Council on Historic Preservation4 •

The Advisory Council on Historic Preservation is an independent federal agency that promotes the preservation, enhancement and productive use of the United States’ historic resources. It also advises the president and Congress on national historic preservation policy.

•

The Advisory Council on Historic Preservation serves as the primary federal policy advisor to the president and Congress, recommends administrative and legislative improvements for protecting the United States' heritage, advocates full consideration of historic values in federal decision-making and reviews federal programs and policies to promote effectiveness, coordination and consistency with national preservation policies.

National Park Service5 •

The National Park Service is part of a national preservation partnership working with American Indian tribes, states, local governments, nonprofit organizations, historic property owners and others who advocate for the preservation of the United States’ heritage. historic

The National Park Service also develops standards and guidelines for rehabilitation

projects

and

offers

“how

to”

advice

for

hands-on

preservationists.

National Competitors of NAPC Because of the nature of NAPC and historic preservation, NAPC often collaborates and competes with some of the same groups. However, there are no other programs committed to the advocacy of preservation commissions within the same jurisdiction as NAPC. When listing collaborators and competitors, an overlap often occurs.

4

http://www.achp.gov/

5

http://www.nps.gov/

18

Advisory Council on Historic Preservation6 •

The mission of the Advisory Council on Historic Preservation is to promote the preservation, enhancement and productive use of the United States’ historic resources and to advise the president and Congress on national historic preservation policy.

The U.S. General Services Administration7 •

The U.S. General Services Administration’s historic preservation program provides technical and strategic expertise to promote the viability, reuse and integrity of historic buildings. The General Services Administration owns, leases or has the opportunity to acquire many historic buildings.

American Institute of Architects Historic Resources Committee8 •

The mission of the American Institute of Architects Historic Resources Committee is to identify, understand and preserve architectural heritage both nationally and internationally. The Historic Resources Committee promotes the role of the historic architect within the profession through the development of information and knowledge among members, affiliated professional organizations and the public.

Preservation Action9 •

Preservation Action coordinates a network of community activists, preservation professionals, historians, commercial investors and civic leaders working together to advocate for the U.S.’s architectural heritage. Founded in 1974, it represents the interests of local activists on Capitol Hill. It is dedicated to: o

Elevating historic preservation as a national priority through our legislative actions

6

http://www.achp.gov/

7

http://www.gsa.gov/

8

http://www.aia.org/practicing/groups/kc/AIAS075441

9

http://www.preservationaction.org

19

o

Monitoring federal agency actions affecting the preservation of the nation's historic and cultural resources

o

Directly participating in policy development

o

Creating an environment for others to succeed with their preservation initiatives

Preservation Movement Patriotism and a desire to protect the new establishment of a nation by wealthy, private individuals drove early preservation movements. These efforts focused primarily on individual buildings as opposed to a district, such as the downtown section of a city. One of the first preservation efforts in the U.S. was Washington's Headquarters State Historic Site in Newburgh, New York, which was the first property designated as a historic site by a U.S. state. The preserved buildings were often turned into house museums which promoted tourism through home showcases. The focus eventually shifted from patriotism to preserving the aesthetics of a building, and later to the relationship of the structure to society. Today, unlike in the past, anyone in his or her community can advocate for preservation as a whole. Today’s motivations can be categorized into four different sections: 1. To retain diverse elements of the past 2. To perpetuate the distinctive identities of places 3. To involve amateurs in landscape care 4. To practice a conservation approach to environmental change The economic benefits of preservation continue to become more significant and better documented. Preservation efforts create a large number of jobs, which helps to boost the nation’s economy. These jobs produce new businesses and tourism, increase property values and enhance the quality of life.10 Historic preservation is also better for the environment because it is part of the “go green” movement.

10

http://en.wikipedia.org/wiki/Historic_preservation

20

Current Climate of Historic Preservation Society is more aware of the movement of historic preservation in the U.S. today than ever before. Programs like “This Old House” and the steady increase of heritage tourism have made significant contributions to this increased awareness. Unfortunately, many of the preservation projects featured on several popular programs are not considered quality preservation, and much of the information presented is inaccurate. For example, a number of popular television show hosts state that simply because a home is included in the National Register of Historic Places, updates cannot be made to the building. In reality, many features of these homes can be updated as long as the updates are done in such a way as to be authentic in respect to the original time period. The majority of the population supports historic preservation as long as it does not restrict what people can do to their personal property. A major challenge for local preservation commissions is to encourage the public to understand that the decisions regarding historic preservation restrictions are not made arbitrarily; they follow a specific set of guidelines. Ultimately, these commissions must communicate to the public that the protection of local historic districts is beneficial to everyone in part because it supports the protection of property values.

Local Historic Preservation Case Study The citizens of Athens, Ga., affectionately called the “Classic City” as a result of its rich heritage, live every day in a community with an interesting historic tradition. Accordingly, in January 2009 the National Trust for Historic Preservation named Athens one of the nation’s “Dozen Distinctive Destinations.” Athens boasts 16 neighborhoods listed on the National Register of Historic Places, and many of the buildings on North Campus and in historic downtown help to promote a rich culture and history. The importance of historic preservation in Athens is relevant to current and future residents who can enjoy and share their knowledge of the history surrounding them.

The University of Georgia has taken advantage of its historic surroundings and incorporated the values of historic preservation into many different programs which, in turn, helps the university community connect with the Athens community as a whole. To embrace this

21

nationally emerging movement, April has been named National Preservation Month. There are nine organizations associated with the University of Georgia that are interested and involved in historic preservation. NAPC flourishes in its location in Athens because of the local involvement and interest in historic preservation. Within Athens, NAPC is able to increase its membership by partnering with these student organizations.

As a result of the existing historic preservation movement in the Athens community, NAPC is able to support these student organizations by advertising their information on promotional materials. These organizations are also supported by NAPC through partnering events.

How to Get Involved with NAPC Individuals on the most basic level of membership pay $35 annually. Even as a basic member of NAPC, an individual will benefit from the experience and ideas of communities throughout the U.S. working to protect historic districts and landmarks through local legislation, education and advocacy. All members also have access to all the above listed resources of NAPC. Local commissions can become involved with NAPC by paying an annual fee of $35, $80 or $135, depending on the size of the community it serves. The benefits to commissions are the same as to individuals, but NAPC also affects legislation that benefits commissions and provides to them a national support system. A student membership level has been created as a result of our campaign with an annual fee of $25. The benefits are the same as an individual membership. Currently, there are few outlets through NAPC for anyone to volunteer, other than serving on the Board of Directors. However, if a student wants to attend the National Commission Forum, he or she can volunteer to be a session room manager or to help with registration. In exchange for their service, participating students’ registration fees are waived. Interested community members may also submit articles about historic preservation for inclusion in The Alliance Review.

22

Target Audience For most of NAPC’s history, the majority of its members have been baby boomers or older. With a traditional audience of more mature adults, the organization runs the risk of “aging out.” However, society is experiencing a change in the way young people look at volunteering and joining socially-conscious organizations. NAPC recognizes the importance of engaging this younger audience as a way to expand its membership and gain a fresh perspective. In an attempt to create fresh interest in historic preservation, NAPC is attempting to tailor its presence to garner attention of the 21 to 35 age group. This age group can be reached through NAPC-associated student organizations such as the Student Historic Preservation Organization and through overall campus outreach. As a result of our campaign, the individual members of these organizations will be recruited to join NAPC as student members. By forming connections with these college students while they are still in school, NAPC will be able to educate future volunteers on NAPC’s missions and goals, as well as to raise national awareness of historic preservation and create advocates for the historic preservation movement.

Themes These themes were the guiding forces behind the decisions made throughout our campaign, including the formation of goals, objectives and tactics. Additionally, they provided direction in ways to properly present NAPC as an organization to the public in general and to our target audience specifically. •

Historic preservation is important and relevant to every community and its residents.

•

NAPC provides a unique opportunity for university students to get involved in community-wide preservation efforts.

•

NAPC is the ultimate resource for individuals and local preservation groups with vested interests in historic preservation.

•

12

NAPC strives to have a strong presence in the Athens community.

http://www.preservationtoday.com/2008/09/11/what-is-social-media/

23

Talking Points In order to meet our campaign goals and increase awareness of NAPC and the importance of preservation, the following talking points have been created. These talking points are aimed at members of the general public present at NAPC Pre-Game for Preservation events. •

April is National Historic Preservation Month.

•

The National Alliance of Preservation Commissions is a nonprofit organization devoted

to

representing

the

nation's

preservation

commissions.

It

provides

information to help local commissions accomplish their preservation objectives. •

To kick start National Preservation Month 2009, NAPC is sponsoring Pre-Game for Preservation on the University of Georgia campus and in the Athens community.

•

The purpose of Pre-Game for Preservation week and the planned events is to encourage people to think about the history that surrounds them everyday.

•

Athens' commitment to historic preservation has appropriately led to the creation of the nickname the "Classic City."

•

Students and locals alike have the opportunity to enjoy the town's history every day and

participate

in

organizations

such

as

National

Alliance

of

Preservation

Commissions, Student Historic Preservation Organization and the Masters in Historic Preservation Program. •

Historic preservation fosters pride in the community and instills an appreciation of local and national history.

•

One does not have to live in a historic district or have a degree in historic preservation in order to appreciate or advocate for historic preservation.

•

Athens is named one of America's Dozen Distinctive Destinations for 2009, by the National Trust for Historic Preservation.

Social Media in Preservation In technical terms, the social media phenomenon is a fusion of cross-platform technology, open-source Web code and the interactive presentation of audio, photos, videos and text. At its heart, social media is about empowering people to achieve goals through connections to others with similar interests, regardless of location.12

24

Like many other social movements, historic preservation efforts can benefit from social media. It brings people together, gives them a voice and makes a global concept like historic preservation accessible on a local level. Social media is easy to understand and use regardless of one’s level of technological skill. It does not require a large budget to operate, which makes it particularly appealing to social movements such as historic preservation. Currently, aside from its Web site, NAPC has not taken advantage of the connections that social media can facilitate. However, the challenge of seamlessly integrating social media into NAPC’s program is relatively easy to overcome. Social media sources that would be appropriate for NAPC to utilize include Facebook, Flickr, MySpace, Twitter and YouTube.

Theory We chose Grunig’s two-way symmetrical model of public relations, or the Excellence Theory, to inform this campaign. Grunig’s theory explains the use of communication to manage conflict and to improve understanding of strategic public relations. According to Kim and Rhee, practitioners rely on planned communication to manage conflict and to improve understanding

with

publics.

In

two-way

symmetrical

models,

mass-mediated

and

interpersonal channels are used not only to disseminate messages but also to gather feedback from the publics. If the ultimate purpose of public relations is mutual understanding between the organization and its publics, it is referred to as the symmetrical model.13

This approach fits with the campaign’s goal of increasing awareness of the organization as well as making NAPC more accessible to its audience. Mass-mediated and interpersonal channels are used to send information to the publics of NAPC and to receive feedback from those publics. The combination of outgoing and incoming information creates the perfect situation for creating mutual understanding and ultimately, awareness of NAPC. These goals include expanding its reach and engaging a specified target audience with a particular medium: online social media.

Social media is rapidly altering the public relations landscape in terms of direct

13

http://search.ebscohost.com/login.aspx?direct=true&db=ufh&AN=27204116&site=ehost-live

25

communication with publics. Easy access to free, Internet-based tools demands an open dialogue between organizations and their publics. Grunig believes “that a communication function has value when it provides an outside perspective and cultivates relationships with stakeholders.”14 The use of social media balanced with other planned, more traditional strategies in the two-way symmetrical model will help us in communicating the importance of historic preservation. Our secondary research began with discussions of how to determine the best social media tools to effectively reach and engage people in the 21 to 35 age range. This starting point was a direct result of the client’s request to develop effective strategies to use the Internet to connect with a younger demographic. Upon our request, NAPC compiled a list of 30 historic preservation organizations similar to NAPC with publicly accessible Web sites. The research conducted was auditing each Web site provided by NAPC to see if each site contained: 1. Links to social media tools (such as Facebook, MySpace, Twitter, Flickr) 2. RSS feeds 3. Links to other historic preservation organizations 4. A link back to NAPC 5. A mission statement 6. Contact information In addition, the audit noted where within the site the mission statement was located and any public information on user demographics. Using the information gathered in the audits, a memo was written and distributed to the team explaining the findings of other historic preservation organizations’ social media use. The conclusion was drawn that preservation networks are slowly integrating social media tools into their sites, and, should NAPC implement a social media plan, it would be a leader in the use of emerging technology.

14

http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=24911592&site=ehost-live

26

Primary Research The summative research we conducted was to deploy an online survey in order to pre-test the target audience’s awareness of NAPC and to gain knowledge of the most popular forms of social media already being used by this group. The survey was distributed via e-mail in week four of the campaign to members of 22 undergraduate, graduate and doctorate level majors at UGA targeted for the relevance of that major to historical preservation. The online survey was closed at the end of week four and the data was analyzed in week five. Our formative research step was to conduct focus groups in week six to gain more specific knowledge about the most effective ways to use social media tools to reach the target audience. The focus groups were also used to test campaign slogans, possible display ideas, perceptions of the current NAPC Web site, possible event ideas and the overall perception of NAPC and historic preservation. Focus group participants reflected an older demographic than survey participants in order to accommodate the top half of the client’s requested target age range. Participants were chosen based on current involvement with or interest in historic preservation organizations. From the focus groups, we learned key information about our target audience, such as the way they came to be advocates for the historic preservation movement and their degree of involvement with NAPC, which is discussed further in Appendix A. The information gained from the focus groups was used to form a list of the top five things in the online and social media worlds that NAPC should be doing in order to engage and recruit more people in the target age range. After focus groups were conducted, all research information was reviewed and suggestions for specific social media implementations were presented to the client in week seven. Following implementation of recommendations and suggested strategies, additional summative research was conducted in the form of an online post-campaign survey, which was distributed in weeks 14 and 15 among the same group as the initial survey. The postcampaign survey asked similar questions as the pre-test survey in order to gauge the

27

change in awareness and participation in NAPC. In week 16 the post-campaign survey results were analyzed to provide a measure of success of the campaign implementations.

Section Three: Goals, Objectives and Tactics Client Problems •

The National Alliance for Preservation Commissions needs ways to effectively reach and engage people in the 21 to 35 age range through social networking, blogs, etc.

•

The National Alliance for Preservation Commissions also needs to develop a standard display to promote its programs at national and state conferences.

Client Goals •

Development of implementable strategies to effectively use the Internet to engage constituents, particularly those in the 21 to 35 age range.

•

Development of an effective exhibit display presence at national and state conferences.

Campaign Goals, Objectives and Tactics Goal One

To increase awareness of the National Alliance of Preservation Commissions among audiences aged 21 to 35.

1. To increase fans of the NAPC Facebook page by 50 percent by April 23, Goal One Objectives

2009. 2. To have NAPC featured by local media outlets at least three times by April 23, 2009.

28

Goal One Tactics

Objective One

Objective Two

1. Promote the NAPC Facebook fan

1. Write and distribute press releases,

page through other student groups

PSAs and schedule of events detailing

with similar interests.

upcoming events with NAPC to be sent

2. Promote the NAPC Facebook fan

to Athens media outlets.

page through other online social media tools such as Twitter, Ning, MySpace, WordPress and Flickr. 3. Create NAPC Facebook events detailing Push Week festivities.

Goal Two

Goal Two Objectives

To increase accessibility to the National Alliance of Preservation Commissions for audiences ages 21 to 35.

1. To increase the online and social media presence of NAPC by 50 percent by April 23, 2009.

Objective One 1. Conduct research in the form of a social media and competitor Web site audit to determine the most effective tools to target adults ages 21 to 35. 2. Create social media accounts for NAPC on the most effective social media Web sites such as Flickr, Facebook, MySpace and Ning. Goal Two Tactics

3. Activate social media accounts for NAPC. 4. Create social media guides to deliver to client. 5. Promote NAPC social media sites through NAPC print material and Web. 6. Create a detailed list of suggested Web site revisions for NAPC and deliver to client for implementation. 7. Revise newsletter for grammar and graphics improvements to make it more attractive to a younger audience and present to client.

29

Goal Three

Goal Three Objective

To educate and promote the importance of historic preservation with audiences aged 21 to 35.

1. To increase interaction in historic preservation by 25 percent by April 23, 2009.

Objective One Goal Three

1. Create and execute a Push Week to be held on the UGA campus.

Tactic 2. Design and create a common display for NAPC at conferences.

Section Four: Campaign Summary The following campaign summary evaluates the results of the Spring 2009 NAPC public relations campaign team. The goals, objectives and tactics that were established by the team have been evaluated based on relevance to the client’s goals, research results and campaign accomplishments.

Goal One To increase awareness of the National Alliance of Preservation Commissions among audiences aged 21 to 35.

Relevance: Campaign goal one was created as a direct result of the NAPC client goal one.

Result: The Spring 2009 NAPC public relations campaign successfully increased awareness about NAPC among audiences aged 21 to 35 by a mean score of .15. Pre-campaign survey results showed that a mean score of 1.75 respondents were aware of NAPC. After completion of the campaign, post-campaign results showed that an increased mean score of .16 of respondents are aware of NAPC. Increased awareness establishes and amplifies twoway communication between NAPC and previously unaware individuals and allows for joint growth and an infusion of new ideas into the historic preservation community.

30

Goal One, Objective One To increase fans of the NAPC Facebook page by 50 percent by April 23, 2009. Forty percent of Facebook users are between the ages of 18 and 34.17 As a result, this social media outlet allows us to actively reach out to our target demographic and receive feedback from them. Throughout the campaign we have been able to use Facebook to raise awareness of NAPC.

The NAPC campaign team measured this objective by the increase in the number of fans of the NAPC Facebook page. The number of NAPC Facebook fans was measured at the beginning of the campaign and on April 23, when the campaign reached completion. The number of Facebook fans increased from 36 on Feb. 1, 2009 to 55 as of April 23. This is a successful 52.8 percent increase. We believe that this increase in fans was a direct result of our campaign.

Tactic One for Goal One, Objective One Promote the NAPC Facebook fan page through other student groups with similar interests.

This tactic was completed by contacting members of nine clubs on the UGA campus with an interest in history or art. An invitation to our Push Week festivities and to join NAPC as a student member was distributed via e-mail to the outlined club members. Both invitations included NAPC Facebook fan page information. Further information about this tactic is detailed in the appendices titled Push Week and NAPC Student Membership, C and E respectively.

Tactic Two for Goal One, Objective One Promote the NAPC Facebook fan page through other online social media tools such as Twitter, Ning, MySpace, WordPress and Flickr.

17

http://www.techcrunch.com/2007/07/06/facebook-users-up-89-over-last-year-demographic-shift/

31

The NAPC campaign team created accounts on various social media Web sites. The team promoted the NAPC Facebook fan page through these social media accounts and personal team member accounts. Further information about the Facebook fan page promotion can be found in Appendix B.

Tactic Three for Goal One, Objective One Create NAPC Facebook events detailing Push Week festivities.

A total of seven Facebook events were created for the Push Week festivities, including the ghost tour, the online scavenger hunt, four trivia nights and Tate Days. Of 2,976 Facebook users that were invited, 1,807 responded to the invitation (60.7 percent). Of these respondents, 330 confirmed that they would attend the events, 429 responded that they might attend the events and 1,048 users said they would not attend. Therefore we can evaluate this tactic in terms of exposure as opposed to the number of people who said that they would attend. Though many people said that they were not attending our events, they were still exposed to the information and the NAPC name.

Goal One, Objective Two To have NAPC featured by local media outlets at least three times by April 23, 2009.

Awareness of NAPC was increased among students and residents of the surrounding community who are members of the target demographic and engage with local media outlets.

NAPC appeared in publications by nine local media outlets throughout the Spring 2009 semester. Through this objective, we estimated that we would be published three times; we greatly exceeded expectations. Further information can found below, as well as in Appendix D.

32

Tactic One for Goal One, Objective Two Write and distribute press releases, PSAs and schedule of events detailing upcoming events with NAPC to be sent to Athens media outlets.

We distributed media materials to local media outlets including The Red & Black, Flagpole, The Athens Banner-Herald, Athens Magazine, Athens Exchange, Columns, Grady home page, UGA home page, WUOG-FM, WUGA-FM, the PRSSA listserv, the Greek community listserv, Athens Life Unleashed blog, VisisAthensGa Twitter and TrueDawgs Twitter. Details about media contacts can be found in Appendix D.

Coverage resulted from the following sources: The Red & Black, Flagpole, Columns, PRSSA Listserv, Greek Listserv, Athens Life Unleashed blog, VisitAthensGA Twitter and TrueDawgs Twitter. Media clips can be found in Appendix D. •

Upon receiving a press release, an interview was scheduled with Megan Ward and Holly Stiles and an article was published in the Red & Black and on-line on April 1, 2009.

•

Flagpole posted Push Week events in the calendar section. Due to a typographical error on Flagpole’s part, the time published for the ghost tour was incorrect; the posting said 9 p.m. instead of 8 p.m. Because this event continued until 11 p.m., this error was not significant.

•

A Columns article was written by the NAPC campaign team and is scheduled to appear in the May 2009 issue.

•

A copy of the NAPC press release was distributed to PRSSA listserv members. Additionally, NAPC team members visited the April 1 meeting to announce the ghost tour.

•

A copy of the press release was distributed to 43 Greek organizations through the Panhellenic and Interfraternity Conference listservs.

•

Information about the NAPC ghost tour was published on the Athens Life Unleashed blog, VisitAthensGA Twitter and TrueDawgs Twitter during Push Week.

The NAPC campaign team did not contact Newsource 15 prior to Push Week events. However, a reporter attended the ghost tour and created a video that was uploaded

33

to his personal Web site and to YouTube on April 16, 2009. The video and transcript can be found in Appendix D.

Goal Two To increase accessibility to the National Alliance of Preservation Commissions for audiences aged 21 to 35.

Relevance: NAPC campaign goal two was also a direct result of the client goal one and serves an extension of campaign goal one. Once the target audience becomes aware of NAPC they must be engaged. Increasing accessibility provides a greater number of opportunities to engage and develop a relationship.

Results: We increased accessibility to NAPC through an increase of social media and online use. Individuals in the 21 to 35 age range increasingly rely on new media technologies as their primary source of information and communication. Through the adoption of these new technologies NAPC engages its target audience, enabling access to information about historic preservation and commences open and transparent dialogue.

Goal Two, Objective One To increase the online and social media presence of NAPC by 50 percent by April 23, 2009.

By elevating NAPC’s presence in the online community, the NAPC campaign team increased accessibility to the organization.

The NAPC campaign team was able to increase social media use through the promotion, creation and activation of five social media networks and by offering seven detailed suggestions for the NAPC Web site and a complete redesign of the online sample newsletter. We satisfied this objective by increasing the number of social media networking sites that were active in NAPC’s name from zero to four. Any increase from zero is successful, and an increase to four more than satisfied this objective.

34

Tactic One for Goal Two, Objective One Conduct research in the form of a social media and competitor Web site audit to determine the most effective tools to target adults ages 21 to 35.

The NAPC campaign team conducted a social media audit of 30 Web sites and compiled a list of media tools that would be effective for NAPC’s use. At a client meeting with Drane Wilkinson on March 17, 2009 the NAPC team suggested the use of Flickr, Twitter, MySpace and YouTube. Ning was also considered and presented to the client at a later date.

The NAPC campaign team also conducted a Web site audit of six of NAPC’s competitors. The following four items were targeted during the audit: •

Layout of information

•

Links to social media sources

•

A link to the NAPC Web page

•

RSS feeds

Details about the social media and competitor Web site audit can be found in Appendix B.

Tactic Two for Goal Two, Objective One Create social media accounts for NAPC on the most effective social media Web sites, such as Flickr, Facebook, MySpace and Ning.

The NAPC campaign team created these social media accounts after the client meeting on March 17, 2009. The client declined to use Twitter and YouTube and opted instead to create a full blog using WordPress. Screenshots of all accounts can be found in Appendix B.

Tactic Three for Goal Two, Objective One Activate social media accounts for NAPC.

35

Content was uploaded to the five social media accounts that were created by the NAPC team throughout the campaign. The NAPC team has made the following progress:

Facebook •

Three pages were added to favorites.

•

The NAPC fan page acquired 19 additional fans. This improvement is an increase of 52.8 percent.

•

One new album was uploaded with 15 new photos.

•

A Flickr badge application was added. o

Ten

photos

are

displayed

from

the

NAPC83

Flickr

account

photostream. •

A Links application was added. o

Three links have been shared.

•

A Reviews application was added.

•

Four Facebook events were created for the four Pre-Game for Preservation Trivia Nights.

•

•

o

452 guests were invited.

o

123 guests sent RSVPs of Attending or Maybe Attending.

One Facebook event was created for Pre-Game for Preservation at Tate. o

350 guests were invited.

o

102 guests sent RSVPs of Attending or Maybe Attending.

One Facebook event was created for the Athens Historic Hauntings Ghost Tour.

•

o

1520 guests were invited.

o

456 guests sent RSVPs of Attending or Maybe Attending.

One Facebook Event was created for the Athens Historic Preservation Scavenger Hunt. o

680 guests were invited.

o

105 guests sent RSVPs of Attending or Maybe Attending.

Flickr •

90 photos were uploaded to the NAPC Flickr account by the campaign team.

•

One Flickr contact has been made.

36

•

One NAPC photo group titled “Infill Design” has been made and four photos added to the group.

MySpace •

Profile information was added to the page that mirrors the Facebook content.

•

Four pages were added as Friends.

•

One comment was written on the wall by another user.

•

One comment was posted on another user’s profile.

Ning •

NAPC profile was created.

•

A Local Preservation Commissions social network was created from the NAPC profile.

•

NAPC gained one new friend.

•

Local Preservation Commissions network gained one new member.

WordPress •

One blog post was published.

•

One Flickr badge application was uploaded to display four photos at a time from the NAPC83 photostream.

Additional Details •

A social media assistant internship position was listed on the Grady Career Services listserv.

•

Google Alerts were set up for eight key phrases related to historic preservation and NAPC.

Additional details about the social media accounts and the content can be found in Appendix B, Social Media.

37

Tactic Four for Goal Two, Objective One Create social media guides to deliver to client.

Three social media guides were created by the NAPC campaign team for future use by a NAPC social media assistant. The guides outline effective ways to use the social media tools created to receive the most beneficial outcomes. The team created a How-To Guide, a Best Practices Guide and a Metrics Guide. The guides can be found in Appendix B, Social Media.

Tactic Five for Goal Two, Objective One Promote NAPC social media sites through NAPC print material and Web.

The NAPC campaign team suggested that the client place links on the NAPC Web site to the various social media accounts that were created during the campaign. At the completion of the campaign this suggestion remains pending approval by the NAPC board.

It was also suggested that information about these social networks be placed on all print material that is distributed to the public by NAPC. NAPC print material specifically targeted included The Alliance Review, Code of Ethics books, Forum brochures and CAMP brochures. Upon completion of the campaign this suggestion also remains pending approval by the NAPC board.

However, all print materials that were created and disseminated by the campaign team included the Web site address and social media information. Detailed promotion of NAPC social media sites can be found in Appendix B, Social Media and the Appendix G, Web Site Critique.

38

Tactic Six for Goal Two, Objective One Create a detailed list of suggested Web site revisions for NAPC and deliver to client for implementation.

Following completion of the Web site audit, the NAPC team created a Web site critique. The critique outlined seven weaknesses of the current NAPC Web site and suggested alterations that would be beneficial. The suggestions were presented to Drane Wilkinson on March 17, 2009. The client accepted the suggestions and opted to present the changes to the NAPC board and appropriate committee for approval and implementation. Detailed information about the Web site can be found in Appendix G.

Tactic Seven for Goal Two, Objective One Revise newsletter for grammar and graphics improvements to make it more attractive to a younger audience and present to client.

The current NAPC newsletter, The Alliance Review, is a bimonthly newsletter that is distributed to members through the mail and is posted on the NAPC Web site. The campaign team edited the NAPC sample newsletter for graphics and grammar errors. The newly created document is more aesthetically pleasing and serves as an excellent example for NAPC to follow. Additionally, an index was created to accompany the redesigned newsletter that details the recommended suggestions and changes.

At a client meeting with Drane Wilkinson on March 17, 2009 the NAPC campaign team also shared ways to make the newsletter more appealing to individuals in the target audience of 21 to 35. Suggestions included offering the newsletter in an email version or creating an online magazine with content specifically targeted to a younger audience. The client accepted the suggestions and opted to present the changes

to

the

NAPC

board

and

appropriate

committee

for

approval

and

implementation. Detailed information about the newsletter can be found in Appendix H.

39

Goal Three To educate and promote the importance of historic preservation with audiences aged 21 to 35.

Relevance: NAPC campaign goal three was created as a result of both client goals one and two. Increased education and promotion also leads to an increase in awareness and access.

Results: The NAPC campaign team was successfully able to promote and educate the target audience of NAPC and historic preservation by increasing interaction and participation. Results of the final campaign survey revealed an increase in the belief that historic preservation is important. A mean score of 2.19 was found on a Likert scale where five was strongly disagree and one was strongly agree. Communication is a vital tool in the education of publics and promotion of ideas. Individuals in the 21 to 35 age range participate in dialogic communication models and have come to expect transparent information from honest, credible sources. To increase education and promotion of historic preservation, interaction between NAPC and its target audience must continue to be a twoway virtual dialogue.

Goal Three, Objective One To increase interaction in historic preservation by 25 percent by April 23, 2009.

The NAPC campaign team increased interaction by hosting a series of Push Week activities that attracted more than 2,305 participants and by creating a new conference display. We increased interaction from solely SHPO events before our campaign, primarily the pub crawl, to seven Pre-Game for Preservation events. This is at least a 100 percent increase in the number of events held in partnership with NAPC, thus satisfying this objective.

40

Tactic One for Goal Three, Objective One Create and execute a Push Week to be held on the UGA campus.

The NAPC campaign team planned and executed an effective Push Week that began March 27, 2009 and culminated April 2, 2009. Push Week details can be found below and in Appendix C. •

NAPC trivia nights were held at eight Athens restaurants with feature questions on the topic of historic preservation. The NAPC team promoted NAPC trivia nights at the eight participating restaurants by distributing study guides on restaurant trivia nights on March 22, 2009 through March 25, 2009. Total NAPC exposure at trivia night promotions amounted to 580 impressions. o

o

o

March 22, 2009 •

Amici - 70 attendees

•

Wild Wing - 125 attendees

•

Allen’s - 50 attendees

March 23, 2009 •

American Tavern - 60 attendees

•

Taco Stand - 40 attendees

March 24, 2009 •

o

•

Doc Chey’s - 30 attendees

March 25, 2009 •

Mellow Mushroom - 130 attendees

•

Blind Pig - 75 attendees

Historic Preservation trivia nights were held March 29, 2009 through April 1, 2009. Push Week handbills were distributed and the trivia spokesperson announced the NAPC feature question along with a blurb about NAPC and historic preservation. Total NAPC exposure at trivia nights amounted to 611 impressions. o

o

March 29, 2009 •

Amici - 72 attendees

•

Wild Wing - 125 attendees

•

Allen’s - 56 attendees

March 30, 2009

41

o

•

American Tavern - 53 attendees

•

Taco Stand - 25 attendees

March 31, 2009 •

o

•

Doc Chey’s - 75 attendees

April 1, 2009 •

Mellow Mushroom - 130 attendees

•

Blind Pig - 75 attendees

NAPC Pre-Game for Preservation activities at the Tate Student Center Lawn were held on March 30, 2009 and March 31, 2009. Activities included traditional tailgating games such as the corn hole toss, the ladder golf toss, putt-putt golf and root beer pong. During the activities 100 Pre-Game for Preservation handbills, 100 ghost tour handbills and 385 trivia night study guides were distributed. Nine attendees requested additional information about NAPC.

•

NAPC Athens’ Historic Hauntings Ghost Tour The ghost tour was held on April 1, 2009. Tour guides lead attendees around North Campus to historic, haunted destinations. The established campaign goal was 50 attendees; the total attendance was 507 people between 8 p.m. and 11 p.m.

•

Online Historic Preservation Scavenger Hunt The scavenger hunt was open from March 27, 2009 to April 2, 2009 and was composed of six questions pertaining to historic places in the Athens area. The established campaign goal was 20 scavenger hunt participants. When the scavenger hunt was closed at 5 p.m. on April 2, 2009 we had exceeded this goal by having 22 participants. Thirteen of the participants answered all six questions correctly and three were randomly chosen to win the prize buckets that included donated items from The Bar Code, Starbucks Coffee Company and Cracker Barrel Old Country Store and Restaurant.

42

Tactic Two for Goal Three, Objective One Design and create a common display for NAPC at conferences.

A common display was created and presented to Drane Wilkinson for implementation at a client meeting on March 17, 2009.

Display description: The overall display incorporates pieces from the original conference display, including the curtain backdrop measuring approximately 7 feet tall and the table cover. This will all be complemented by a brand new tri-fold conference display measuring approximately 3.5 feet tall by 6 feet wide for the tabletop. This display contains information about the mission of the National Alliance of Preservation Commissions, the flagship programs of NAPC and how to get involved with the organization. The Web site address of NAPC is also listed at the center bottom of the display. An assortment of NAPC pamphlets, including a sample issue of The Alliance Review, CAMP and Code of Ethics brochures and membership forms will be scattered on the table. A number of NAPC board members will be on hand to assist interested parties with their questions and requests for information. We created three versions of the display and presented them to focus groups. Based on focus group input and client feedback we chose one final version. The background photo was later changed to another photograph provided by a royalty-free stock photo Web site.

Additional Details about the display are outlined in Appendix F.

Future Recommendations After completing our objectives and achieving our goals we have several recommendations to offer to NAPC in order to continue its successful expansion. The momentum we ignited through the creation of accounts and graphics, hosting events and suggesting changes to existing materials increased exposure and accessibility of NAPC within the target audience and increased education and promotion of historic preservation. It is critical that this momentum not be lost after the completion of the NAPC public relations campaign. The

43

following recommendations offer guidance to continue successful practices to build and grow NAPC’s community and influence: •

Implement push weeks at other colleges and universities.

•

Continue to host the Athens’ Historic Hauntings Ghost Tour as an annual event to kick off Historic Preservation Month.

•

Increase awareness of the NAPC student membership level.

•

Edit the student membership invitation that we sent to UGA student organizations to make applicable for distribution to other schools.

•

Produce a new standard conference display according to the mock-up that was created.

•

Implement suggestions outlined in the Web site critique and newsletter redesign.

•

Select an intern every semester according to the Social Media Assistant description.

•

Continue to use and expand the social media accounts created by the NAPC campaign team.

44

APPENDIX A Research

Document List Target Majors for NAPC Research .................................................................................2 Research Contact List .................................................................................................3 Pre-Campaign Survey IRB Approval..............................................................................5 Pre-Campaign Survey Consent Form........................................................................... 11 Pre-Campaign Survey Listserv Request E-mail ............................................................. 13 Pre-Campaign Survey Listserv E-mail ......................................................................... 14 Pre-Campaign Survey ............................................................................................... 15 Focus Group IRB Approval ......................................................................................... 29 Focus Group Consent Form........................................................................................ 34 Focus Group Participant E-mail .................................................................................. 36 Focus Group Moderators’ Guide.................................................................................. 38 Focus Group Display Image One ................................................................................ 42 Focus Group Display Image Two ................................................................................ 43 Focus Group Display Image Three .............................................................................. 44 Focus Group One Transcription .................................................................................. 45 Focus Group Two Transcription .................................................................................. 58 Post-Campaign Survey IRB Approval .......................................................................... 70 Post-Campaign Listserv Survey Consent Form ............................................................. 76 Post-Campaign Listserv Survey Listserv Request E-mail ................................................ 78 Post-Campaign Listserv Survey E-mail ........................................................................ 79 Post-Campaign Listserv Survey .................................................................................. 80 Post-Campaign Ghost Tour Attendees Survey Consent Form .......................................... 87 Post-Campaign Ghost Tour Attendees E-mail ............................................................... 89 Post-Campaign Ghost Tour Attendees Survey .............................................................. 90 Research Summary .................................................................................................. 97

A-1

Target Majors for NAPC Research Based on preliminary research done by the NAPC campaign team, the following majors have been targeted as research participants because of their connection with historic preservation.

African American Studies Anthropology Art History Environmental Resource Science Environmental Health Science Environmental Engineering Environmental Economics and Management Environmental Planning and Design Forestry Geography History Historic Preservation (School of Environmental Design) Historic Preservation Certification Housing and Consumer Economics Landscape Architecture Natural Resource Recreation and Tourism Natural Resources Nonprofit Organizations Political Science Pre-Forest Resources Public Administration Real Estate

A-2

Research Contact List

In order to survey students in the target majors we contacted the following individuals:

Dr. Stacey Kolomer School of Social Work BSW Program Director Phone: 706-542-3364 E-mail: [email protected]

Dr. Scott Angle College of Agricultural and Environmental Sciences Dean and Director Phone: 706-542-3924 E-mail: [email protected]

Audra Lofton College of Environment and Design Public Relations Coordinator Phone: 706-542-4724

Barbara Trotter Warnell School of Forestry and Natural Resources Phone: 706.542.2686

Department of Biological and Agricultural Engineering Phone: 706-542-8855 E-mail: [email protected]

Robert Sumichrast Terry College of Business Dean Phone: 706-542-8100

A-3

E-mail: [email protected] Hugh Ruppersburg Franklin College of Arts and Sciences Senior Associate Dean E-mail: [email protected] Phone: 706-542-1561

Dr. J. Edward Kellough School of Pubic and International Affairs Department Head Phone: 706-542-9660 E-mail: [email protected]

Anne Sweaney College of Family and Consumer Sciences Department Head and Graduate Coordinator Phone: 706-542-4877 E-mail: [email protected]

A-4

Pre-Campaign Survey IRB Approval

A-5

A-6

A-7

A-8

A-9

A-10

Pre-Campaign Survey Consent Form

A-11

A-12

Pre-Campaign Survey Listserv Request E-mail Subject Line: Historic Preservation Awareness in Your Program Reply to: [email protected], [email protected] To: (insert e-mail address) Date: Feb. 12, 2009

Dear (insert name),

We know students in your college may be concerned with historic preservation as they move into their careers. We are an on-campus student group at UGA working on historic preservation issues. Will you please help us by forwarding our class project survey to students in your college? (e.g. posting the link on your college listserv). Please post the following message on your listserv:

Would you mind taking eight minutes to complete an online survey? This survey asks basic questions about you, your media use and your involvement and interest in historic preservation. You can take this survey at http://www.tinyurl.com/napchunt until Feb. 13 at 2 p.m.

We would greatly appreciate your assistance. Thank you.

Dr. Kaye Sweetser, [email protected] Savannah Harp, [email protected] Nina Eyrich, [email protected] NAPC Campaign Team Grady College

A-13

Pre-Campaign Survey Listserv E-mail Subject Line: Historic Preservation in Your Program Reply to: [email protected], [email protected] To: (insert e-mail addresses) Date: Feb. 12, 2009

Dear (insert name),

As part of our Public Relations Campaigns class we are seeking undergraduate, graduate and doctorate-level students to help us gather information via an online survey about historic preservation.

We believe that students in your (insert majors) in the College of (insert name) may have a particular interest in this subject.

Would you be willing to provide e-mail addresses or send an e-mail out on your listserv for students in (insert) majors, to invite them to participate in the survey?

The survey will run Feb. 10 through Feb. 17, 2009. We will provide an informational paragraph as well as a link to the survey.

The participation of these students is critical to the success of our campaign. We would appreciate your cooperation in this endeavor.

Sincerely, Savannah Harp, [email protected] Nina Eyrich, [email protected] NAPC Research Team Grady College

A-14

Pre-Campaign Survey

A-15

A-16

A-17

A-18

A-19

A-20

A-21

A-22

A-23

A-24

A-25

A-26

A-27

A-28

Focus Group IRB Approval

A-29

A-30

A-31

A-32

A-33

Focus Group Consent Form Please read the consent, indicate your agreement and then we will begin the focus group! Welcome to the focus group about historic preservation, conducted by Public Relations undergraduate students from the University of Georgia Grady College. Before you begin the focus group, please read the following statement carefully and check the box to indicate your agreement. The focus group discussion cannot be conducted unless you check the box. You must be at least 18 years old in order to participate in this focus group. Your participation is voluntary. You can refuse to participate and can stop taking part at any time without giving any reason, and without any penalty. The focus group will be audio recorded. This study is designed to examine your opinions and concerns about historic preservation. In this focus group you will discuss your awareness of and exposure to historic preservation organizations. You will also be asked some questions about possible campaign materials. The session should take about one hour. If you choose not to participate in the study please place an X in the “I do not wish to participate in this research project” box located at the bottom of the page. You will not be contacted again. Know that your assistance in this research project will contribute to advancing the knowledge on awareness of historic organizations among members of the student demographic. It will also offer insight as to the best ways to engage students while promoting historic preservation. In addition, you may enjoy participating in this discussion. The researchers do not foresee any risks to you in participating in this focus group, nor do they expect that you will experience any discomfort or stress resulting from participation in the focus group. You may skip any questions that you do not wish to answer. However, all of your answers will be kept confidential. The responses from the discussion as a whole will be analyzed. There will be no individual-identifying information saved in the final data.

A-34

The researchers will answer any further questions now or over the four-month course of this project. Contact information for the researchers is listed below. Additional questions or problems regarding your rights as a research participant should be addressed to the chairperson, Institutional Review Board, University of Georgia, 612 Boyd Graduate Studies Research Center, Athens GA, 30602-7411; Telephone (706)542-3199; E-mail address: [email protected]

___ I agree to take part in this research project and understand it will be taped. ___ I do not wish to participate in this research project

Signature

Date

NAPC Campaigns Team, University of Georgia, [email protected], 770-377-7410

A-35

Focus Group Participant E-mail Subject Line: Opportunity to participate in historic preservation focus groups Reply to: [email protected], [email protected] To: (insert e-mail addresses) Date: Feb. 18, 2009

Dear (insert name):

As part of a Public Relations Campaigns class we are seeking undergraduate, graduate and doctorate-level students to participate in a focus group.

We believe that students in the College of (insert school) may have a particular interest in this topic.

If you would be willing to send an e-mail on your listserv please post the following:

Dear students,

We would like to offer the opportunity to participate in a focus group regarding your use of social media and perceptions of historic preservation. In exchange for your participation there will be food provided at each session!

The focus groups will be conducted on Feb. 24 in three sessions as follows: 1) 9:30 a.m. to 10:30 a.m. 2) 11 a.m. to 12 p.m. 3) 12:30 p.m. to 1:30 p.m.

We are looking to have six to eight people for each session, a maximum of 24 students total.

The focus groups will be conducted in the Journalism Building in a room that is still to be determined. Each session will last no longer than one hour. FREE food and beverages will be provided!

A-36

The focus group is about historic preservation as an issue and the interest in this issue among students and faculty. We will focus directly on some questions pertaining to NAPC and its prevalence on the UGA campus. We will also briefly touch on social media use in relation to historic preservation and new technologies.

If you would like to participate, please use the following contact information to schedule your session.

Sincerely, Savannah Harp, [email protected] Nina Eyrich, [email protected] NAPC Campaign Team Grady College

A-37

Focus Group Moderators’ Guide Date: Feb. 24, 2009

Introduction Hello, I would like to welcome you all here today for our focus group discussion on historic preservation. My name is ____________ and I will be co-moderating our discussion today. Our other co-moderator is _________________, and our team co-managers are ___________________ and _________________.

Historic preservation deals with protecting and conserving national and local sites that are of value to society. Today we are here to discuss your perception of and involvement in local historic preservation organizations in the community.

We are interested in understanding the most effective ways to encourage people in the 21 to 35 age range to become more involved in historic preservation organizations.

Since you have an interest in historical preservation, your ideas and input are very important to us.

We want to hear all the positives and negatives and any ideas and suggestions you may have. We would like your comments to be frank and honest; there are no right answers. We are looking for your thoughts and insights. You are the experts and we want to learn from you.

Guidelines Here are a few guidelines:

This is a relaxed and informal discussion. Refreshments are on the table so please feel free to help yourselves. This session is being taped so please allow one person to speak at a time. Your comments are entirely confidential. The discussion should last about an hour or so.

A-38

Are there any questions at this point? If not, let’s get started.

Questions Let’s begin by going around the room and introducing ourselves. Tell us your first name, your class standing and your major.

1. Now, let’s talk about historic preservation. If you had to explain to someone the purpose and importance of historic preservation, what would you say? (In all cases wait for open, volunteer responses; call on people who look like they have something to say.)

2. How were you introduced to historic preservation? (Wait for open responses. When necessary, PROBE: Class? Event? Friend? News media? Professor? Social media? Web site?)

3. How important or related do you see historic preservation to your future career?

4. How involved are you with preservation organizations? (Wait for open responses. When necessary, PROBE: •

Georgia Alliance of Preservation Commissions

•

Local preservation organizations

•

National Park Service

•

National Trust for Historic Preservation

•

Preservation Action

•

Preserve America

•

Student preservation organizations

•

The Advisory Council on Historic Preservation

The National Alliance of Preservation Commissions was established in 1983 and headquartered in Athens in 1988. Their mission is “to build strong local preservation programs through education, training and advocacy.” NAPC represents local preservation design review commissions and provides support and information to help them accomplish organizational objectives.

A-39

5. How involved are you with NAPC?

OK, those were great responses. Now let’s move on to discussing the creation of an oncampus student preservation organization.

1. Would you be interested in joining an NAPC student group? How much would you be willing to pay for yearly dues? ($35? $25? $10?)

2. In order to promote both the NAPC student organization and its mission, we would like to create an associated slogan. How do the following campaign titles and slogans make you feel, or what thoughts do you have about them? •

NAPC, Preservation of the Bulldawg Nation

•

NAPC, Lest We Forget

•

Keep the Classic City Classic. Join NAPC.

•

Historic Preservation: Make it Last Longer

3. How would you feel about the following events taking place during the course of one week on or around campus to jump start the NAPC student organization? •

All-day event at Tate featuring “Old Timer Games” (penny pitching, jump rope games, horseshoes)

•

Athens’ Historic Hauntings Ghost Tour

•

Bell-ringing competition behind the Chapel

•

Historic scavenger hunt

•

History trivia nights at local restaurants (Wild Wing, Amici, Sons of Italy, Taco Stand, Loco's, Doc Chey's, Mellow Mushroom, Blind Pig Tavern)

4. a. Which events would you be most likely to attend? b. What would you be willing to pay to attend an Athens’ Historic Haunting Ghost Tour? c. Would you be more likely to attend these events if prizes were awarded? d. What types of free items would you like to win at these events? (restaurant certificates, clothing store certificates, bar certificates, spa certificates, gym certificates)

A-40

5. What method of campus publicity best gets your attention? (Wait for open responses. When necessary, PROBE: •

Distributed fliers/handbills

•

Facebook invites

•

Listserv e-mails

•

Posters

6. Which campus media do you most closely follow? (Wait for open responses. When necessary, PROBE: •

Campus radio station

•

Campus television station

•

The Red & Black

•

UGA home page

OK. Our final discussion involves graphics designed by a member of our team to be showcased at a preservation conference later this year. We are going to show you three possible versions. Pass out displays and give everyone a minute to look them over. 1. Which elements of the display do you like/find appealing? 2. Which elements of the display do you not like? Why? 3. Of the three versions, which do you think best conveys NAPC’s mission?

Are there any other comments you would like to make regarding NAPC, events or the graphics display – current or expanded—that we haven’t discussed?

Conclusion We want to thank each of you for participating in our group discussion today. The information you have given us is of enormous value to our research for NAPC. Does anybody have any questions before we wrap up? Then we thank you and appreciate you taking time out of your busy schedule to participate.

A-41

Focus Group Display Image One

A-42

Focus Group Display Image Two

A-43

Focus Group Display Image Three

A-44

Focus Group One Transcription Date: Feb. 24, 2009 Location: 239A Journalism

Introduction and Guidelines Moderator 1:

Let’s begin by going around the room and introducing ourselves. Tell us your first name, your class standing and your major.

Student 1:

I’m Molly Neusome and I’m a sophomore and history major.

Student 2:

Hi, I’m Heather McDonald. I’m a graduate student with the masters in historic preservation program.

Student 3:

I’m Sharon Bradley; I’m an employee at UGA and also part of the Masters in Historic Preservation program.

Student 2:

Oh, and I should also mention that I’m a graduate assistant for NAPC, so I’m kind of a ringer (laughter).

Questions Moderator 1:

Ok, (laughter), all right, now, let’s talk about historic preservation. If you had to explain to someone the purpose and importance of historic preservation, what would you say?

(Laughter)

Student 2:

That’s a hard question for 9:30 in the morning!

Student 3:

I was going to say, there’s a whole class just on that.

Moderator 2:

That’s why we brought coffee.

(Laughter)

A-45

Student 2:

I guess I would say, buildings are tangible connections to your past and your past kind of defines who you are and it’s your roots, so preservation of buildings and sites is very important.

Student 3:

It’s also important to establish a sense of place; people like to talk about their communities, why they love their home town. The history is part of their character.

Student 1:

I would have to agree, its all about the tangible, what she basically said.

Student 3:

Well, people have a hard time with abstract concepts. If you have something of your grandmother’s to hold on to, stuff, you remember your grandmother, but you attach memories to the tangible. We tend to move on from memories that don’t have stuff to associate them with.

Student 1:

My roommate is always asking me why I’m a history major, why am I interested in historic preservation and this is basically the answer: you wouldn’t know anything about the past without it.

Moderator 1:

Um, how were you introduced to historic preservation?

Student 1:

I was on a junior board in high school that got money to donate to historic preservation programs. We were given $25,000 a year to work with.

Student 2:

Wow, that’s really neat. I didn’t know about that.

(Laughter)

Student 1:

Yeah, so, that’s where I get it from.

A-46

Student 2:

Where did you go to high school?

Student 1:

I went to Washington Wikes. It’s about 45 minutes away, east on Broad Street. And the board was located in Thomson, Ga., which is halfway

between

Washington

and

Augusta.

The

Watson-Brown

Foundation has a house here. It’s the T. R. R. Cobb House. They have started two more junior boards: one in Milledgeville and one, I think here in Athens. And I think they might have increased it from $25,000 to $50,000.

Student 2:

I was a tour guide in high school, for a local historical society. My grandmother talked me into it and it was a good thing because I fell in love with it. They did a lot of conservation work on the houses and I went from there right into undergrad in college.

Student 3:

Well, do you mean the program in itself, or just the concept?

Moderator 1:

I think the concept.

Student 3:

Obviously, I’m a couple of years older than you guys here. It’s hard to remember; I just have always loved museums and it’s always a good day when you get to go to a battlefield.

Moderator 1:

What pushed you into the program?

Student 3:

Well, one thing, I was an employee, (laughter), no, I mean it was an interest, the building was close by, but personal interest, not necessarily a career. I don’t know if I’ll ever get a job in it.

Student 1:

I should also mention that my hometown, Washington, Wilkes County for that matter, is a really historic town. We have a tour of homes every year. The Battle of Kettle Creek is there and Robert James is from there. My whole upbringing was very historical.

A-47

Student 3:

Lots of field trips?

Student 1:

Yes, lots of field trips and I worked in the museum whenever they needed.

(Laughter)

Student 3:

Yeah, I grew up in Charleston, so I know what that’s like.

Moderator 1:

How important or related do you see historic preservation to your future career?

Student 2:

Mine is very much so. Let’s see. Mine is a big part of it. I worked with the Army and their “P program” and I will be switching to the Navy after I graduate. I know I’m very into it.

Student 3:

You know as I mentioned, I have a nice job, love what I do. But, especially for young people, you have to have something else you are interested in as another opportunity for you, something else going on. It’s important to take other classes and volunteer in the community.

Student 1:

I’m not sure yet, I’ve been looking in to law school or historic preservation.

Moderator 1:

How involved are you with preservation organizations?

Student 2:

Um,

I’m

pretty

Preservation

involved.

Organization

We with

have the

the

Students

graduate

for

program,

Historic I’m

the

treasurer for that. And I’m involved with other national organizations like the National Trust, National Alliance. I definitely feel that they’re very important, especially for networking and new ideas and new trends coming about in preservation. They help you become actively involved in the community. SHPO, we do so many events; I’ll do little plug (laughter). It’s fun; I like doing historic preservation projects and

A-48

it’s fun doing Hands On Athens, which I think is great because it’s actually helping paint and restore buildings for people who can’t afford to keep it going. So I guess I’m pretty involved.

Student 3:

I’m actually a member of the local historic preservation commission. My focus is locally; I drive around Athens and take tours to see how the community is being presented to outside groups.

Student 1:

I’ve maintained involvement with the junior board, I help out at the Cobb House a decent amount and I’m trying to get more involved in the Student Historic Preservation group.

Moderator 1:

The National Alliance of Preservation Commissions (NAPC) was established in 1983 and headquartered in Athens in 1988. Their mission is “to build strong, local preservation programs through education, training and advocacy.” Um, the NAPC represents local preservation design review commissions and provides support and information to help them accomplish organizational objectives.

Moderator 1:

Um, so, the first question is: how involved are you with NAPC?

Student 2:

Um, I’m a graduate assistant, so I handle membership. Renewals and the membership campaign, right now where they’re just trying to get certified local governments, we’re trying to increase our membership in terms of that. I answer questions that local commissions might have or staff members might have.

Student 3:

I did an internship with NAPC over the summer updating the database. I’m in a class right now with the director of the center, so, yeah, I guess we’re ringers aren’t we? And then also, being on a commission, I’ve gone through some training with the center.

Student 2:

I guess NAPC, in terms of the graduate programs, there aren’t that many of us, 12; we have a lot of interaction. I don’t think most

A-49

students are aware of all the resources they have, or it would be really easy to write papers. But um, we do have a pretty good, at least our students know about NAPC.

(Laughter)

Student 3:

A bunch of them have internships or there is another organization on the same floor, so most of the historic preservation students know NAPC.

Student 2:

Our course work too, as a class we work with NAPC. We actually wrote an advocacy guide for local commissions.

Moderator 1:

All right, those were great responses.

Moderator 2:

Very helpful.

Moderator 1:

Now let’s move onto discussing the creation of an on-campus student preservation organization. Um, in order to promote both the NAPC student organization and its mission we would like to create an associated slogan. How do the following campaign titles and slogans make you feel, or what thoughts do you have about them?

Moderator 1:

OK, the first one is: “NAPC, Preservation of the Bulldawg Nation”

Student 3:

Can we hear all of them?

Moderator 1:

Oh OK. The second one is, “NAPC, Lest We Forget,” then the last one is, “Keep the Classic City Classic. Join NAPC.”

Student 1:

I’m not sure I like the first one, but it’s catchy.

A-50

Student 3:

I think the fear is making something to UGA-focused. It is a national organization. It’s hard to think that, but most of the work isn’t even done in Georgia.

Student 2:

Is this just a group that would be based on UGA campus?

Moderator 1:

It would be like, we’re trying to create a student group, would serve like NAPC does for local commissions but for student organizations involved with historic preservation.

Student 3:

OK. Could you read them again?

Moderator 1:

(Repeats slogans.)

Student 3:

The second one sounds too tragic. It’s one of those things for a group from 9/11.

Student 2:

Yeah, it has a negative connotation.

Student 3:

Too tragic, like Katrina rescue.

Student 2:

I like the first one because it mentions NAPC’s name. Yeah, I would say the first or the third.

Moderator 1:

All right, uh, how would you feel about the following events taking place during the course of one week on or around campus to jump start the NAPC student organization? I’ll just read them off.

An

Athens’ Historic Hauntings Ghost Tour. History trivia nights at local restaurants: Wild Wing, Amici, Sons of Italy, Taco Stand, Loco's, Doc Chey's, Mellow Mushroom and Blind Pig Tavern. Historic scavenger hunt. A bell ringing competition behind the Chapel. All-day event at Tate featuring “Old Timer Games” such as penny pitching, jump rope games, horseshoes?

A-51

Student 2:

I think the ghost walk, or ghost tour would be a good idea because students would be interested in. I know everyone is interested in the ghost stories in the buildings. I think that would be an easy to show that the buildings do have a past. They might not be accurate.

(Laughter)

Student 3:

It’s not about the truth.

Student 2:

I think it would be a neat way to showcase the campus. I think the trivia, well I don’t really play trivia, but it would be a cool way to get people thinking about it.

Student 3:

There would have to be fabulous prizes.

Moderator 2:

I

think

we

would

do

featured

questions,

like

having

historic

preservation-sponsored questions. I don’t know. Working with the restaurants, it’s easy to get free things, free nachos.

Student 1:

You get people interested that don’t just come for the historic preservation.

Student 2:

I like that, exposing people.

Student 1:

What would the scavenger hunt be?

Moderator 2:

I think it would be historical clues, and then maybe go to the building.

Student 3:

It would have to be the building with the bars in it. Have fun with it.

Moderator 2:

That would be fun.

Student 3:

Going to the bars, you mean?

A-52

Moderator 2:

Are any of the bars historic?

Student 3:

Oh yeah.

Student 2:

Yeah, we do a pub crawl showcasing buildings with bars.

Student 1:

It might be cool to pair that up.

Moderator 1:

There was talk about pairing up.

Student 2:

Yeah, I spoke with Holly and we told them that we be more than happy to help out.

Moderator 1:

Well, I guess we know which events are the most popular.

(Laughter)

Moderator 1:

What would, or would you be willing to pay for the ghost tour?

Student 1:

That depends.

(Laughter)

Student 3:

Yeah that depends on the time of year. If you just got financial aid or not.

Student 2:

I guess $8 to $10?

Student 1:

Yeah, I think the people who were really interested would pay that much. I could probably convince my friend five.

Moderator 1:

Would you be more likely to attend if there were prizes? And, if yes, what kind?

A-53

Student 3:

Um, electronics are always good, iPods: the Wii.

Student 1:

I don’t think you’d really need one for the trivia night. Maybe for the games at Tate.

Moderator 1:

All right, what method of campus publicity best gets your attention?

Student 1:

Um, the banners. I think there is one outside Physics.

Student 3:

E-mails.

Student 2:

Yeah listservs.

Student 1:

I tend to ignore fliers.

Student 1:

Flagpole.

Moderator 1:

Which campus media do you most closely follow? Uh, some examples are The Red & Black, UGA home page, the radio station.

Student 3:

Well, as an employee, there is a thing called Columns, and they list events. I use that, because they have this nice thing in the center. It comes out on Mondays. It lists the whole week, when and where. It’s nicely done and frankly, if they had something that nice in The Red & Black, I mean you really have to hunt for things in there.

Student 1:

I like the master calendar. It’s really helpful. Everything listed all at once.

Moderator 2:

So, if we were to have an event, putting it in things that have a big overall listing.

A-54

Student 1:

Well, I don’t know what you have to do, but making it a “blue card” event.

Moderator 2:

The ghost tour could be a “blue card” event.

Moderator 1:

It’s aimed at first and second-year students. So all undeclared, prejournalism, pre-business go into Franklin.

Moderator 2:

Yeah, they have to prioritize registering.

Student 1:

It’s great for the undecided. My roommate does it, or she would have to register way later.

Moderator 1:

OK. Our final discussion involves graphics designed by a member of our team to be showcased at a preservation conference later this year. We are going to show you three possible versions. This is what a conference display would look like. They all have the same information listed on it just three different colors. This element of our campaign would be on a national scale, because Drane was asking for something more unified. Which elements of the display do you like, do you not like?

Student 3:

I find it easier to read the green one. I prefer the black writing, but on the green.

Student 2:

I like the idea with the photo behind it.

Moderator 1:

Is there any of the three photos that you would prefer?

Student 1:

I think the combination is good. I like this better. I like the green. The green one if just easier to read and that’s ultimately what you want.

A-55

Student 3:

The structures are all nice. You might have three or four versions of them, The text is all the same; just change the background.

Moderator 1:

The images are obviously not set in stone; is there any image you think would be good?

Student 3:

You could have the Founders House; that’s their headquarters.

Student 2:

You might want to ask Drane, I’m not sure, but ask if NAPC has been involved in any saving of buildings.

Moderator 1:

So, of the three versions, which one do you think best conveys the message?

Student 1:

The green.

Student 3:

Yeah, I think green. I always find white text; it’s hard to read.

Student 1:

Especially, it’s got like the black lining.

Student 3:

I’m not sure about the black line across the top. It almost looks like when you photocopier is out of ink. Particularly on the green one, it’s almost too harsh an element.

Student 2:

You probably don’t need it because you have the “National Alliance” right underneath it.

Student 3:

Yeah, you really have to look at it.

Moderator 1:

Great, um, are there any other comments you would like to make regarding NAPC, essentially anything we talked about today, the graphics display?

A-56

Student 3:

When Molly was talking about the program she was involved with in high school. I love the concept of getting the high school students involved. I would love to see NAPC try to do something more with students, then the students become the people who go out into the community. High schoolers don’t want to see a middle-aged person talking about this; they want to see someone Molly’s age. That is something I would love to see. Start early; the best way to do that is through a student organization.

Student 2:

I think there are a lot of students at UGA who would be interested in historic

preservation;

they

just

don’t

know

about

it.

History,

anthropology, there are a lot of untapped resources.

Conclusion Moderator 1:

Then we thank y’all and appreciate taking time out of your busy schedule to participate. And feel free to take another biscuit.

Student 3:

Yeah.

(Laughter)

A-57

Focus Group Two Transcription Date: Feb. 24, 2009 Location: 239A Journalism Introduction Moderator 1:

Hello, I would like to welcome you all here today for our focus group discussion on historic preservation. My name is Lauren and I will be co-moderating our discussion today. Our other moderators are Becca and Nina. They’re actually going to be our note takers. All right, historic preservation deals with protecting and conserving national and local sites that are of value to society. Today we are here to discuss your

perception

and

involvement

of

local

historic

preservation

organizations in the community.

We are interested in understanding the most effective way to reach and engage people in the 21 to 35 age range through social media and local events. The definition of social media is Internet and mobilebased

tools

that

integrate

technology,

social

interaction

and

telecommunications with the construction of words, pictures, video and audio.

Since you have an interest in historical preservation, your ideas and input are very important to us.

We want to hear all the positives and negatives and any ideas and suggestions you may have. We would like your comments to be frank and honest; there are no right answers. We are looking for your thoughts and insights. You are the experts and we want to learn from you.

Guidelines Moderator 1:

Here are a few guidelines. This is a relaxed and informal discussion. Refreshments are on the table so please feel free to help yourselves.

A-58

This session is being taped so please allow one person to speak at a time.

Your comments are entirely confidential. The discussion should last about an hour or so. Are there any questions at this point? If not, let’s get started.

Let’s begin by going around the room and introducing ourselves. Tell us your first name, your class standing and your major.

Student 1:

My name is Helen Person. I am a first-year MHP student.

Student 2:

I’m Rachel Walker; I’m a fourth-year advertising major.

Student 3:

I’m Lindsey. I’m a second-year in the master’s historic program.

Student 4:

I’m Daniel and I’m a third-year anthropology major.

Questions Moderator 1:

Now let’s talk about historic preservation, if you had to explain to someone the purpose and importance of historic preservation, what would you say? Feel free to jump in; you don’t have to go in order.

Student 1:

Well historic preservation allows us to be able to figure out where we’ve been and where we’re going. It’s the remnants of our history.

Moderator 1:

Anyone have anything to add?

(Laughter)

Student 4:

I’d like to add that it’s neat to have something that’s not textual to go to, you know, to get the same sense of meaning. Something you can see and walk around.

A-59

Moderator 1:

So something physical that you can go to. OK, great, how were you introduced to historic preservation?

Student 4:

I went on a Washington D.C. field trip in fifth grade.

Student 3:

I guess there are several things. I guess the first time I heard about it was reading a newspaper about preserving important gardens. This fit in with my love of history. And I was a tour guide at a national historic site. And that made me realize that these things need to be preserved.

Moderator 1:

Rachel, I know you’re probably not in the same position.

Student 2:

Yeah, I grew up in Nashville, and as a little girl we took a lot of field trips, so that was probably my first exposure to the past and preservation of buildings.

(Another participant walks in late.)

Moderator 1:

Come on in, we have pizza and drinks on the table and if you wouldn’t mind telling us your name, year and class standing.

Student 5:

Hi, I’m Daniel and I’m a third-year studying cognitive science and mechanical engineering.

Student 1:

Probably in the delivery room when I was born. My mother loves history and she was born and raised in Athens. She would take me to Finley Street and tell me all the things about our family history.

Student 4:

The Tree That Owns Itself, isn’t that on Finley Street?

Student 1:

Yes.

A-60

Moderator 1:

Daniel, sorry, Daniel? We have two Daniels; that’s not confusing at all. Um, Daniel, I just asked them how they were introduced to historic preservation.

Student 5:

Actually, I’m a native German citizen, and they’re big about historic preservation in the small villages. It has been interesting to see times and places when they’ve failed to act, and places that have been run down and brought back into the community. So I guess my experience is seeing how the Europeans do it.

Moderator 1:

Great. OK, um, how important do you see historic preservation to your future careers? Do you see it as something that will have an impact on your careers? It’s fine if it’s not; we’re looking for honest answers.

Student 3:

Yes, at least we hope we can get jobs.

(Laughter)

Student 4:

I’ll say, I mean, no, except for a round-about way that it might affect my well-being. It’s nice to have old stuff around to look at, but no.

Student 5:

And I can’t see it affecting my career.

Moderator 1:

How involved are you with preservation organizations and can you name some?

Student 4:

Anthropology Society. We take field trips, and I’m part of this group called FOLK and its about, we um, we put on a big apple fest in the fall, invite people to campus to talk about things that not a lot of people know about, specific knowledge.

Student 3:

I’m in the SHPO, but it’s mostly people from our department. And also the Southern

Garden

History

Preservation.

A-61

Society

and

Alliance for

Historic

Moderator 1:

Um, so do you have any that you are a member of?

Student 1:

I’m a member of the National Trust.

Student 2:

I’m not.

(Laugher)

Moderator 1:

The National Alliance of Preservation Commissions was established in 1983 and headquartered in Athens in 1988. Their mission is “to build strong, local preservation programs through education, training and advocacy.” The NAPC represents local preservation design review commissions and provides support and information to help them accomplish organizational objectives. Has anyone ever heard of NAPC?

Student 1:

Yes.

Moderator 1:

Are you involved?

Student 2:

Not directly, but the director, the sponsor our speakers and things like that, but not so much directly.

(Laughter)

Moderator 1:

We’re going to move on to discussing the creation of an on student campus organization that is more closely tied to NAPC. Would you be interested in joining an NAPC student group?

Student 2:

I guess I would say yes, if in the future I wanted to sit on a historic preservation board.

It would look good on my résumé, and that’s

probably the main reason I would join.

A-62

Student 1:

From an advocacy standpoint, if you’re interested in what’s going on in the HP community it would be really beneficial to have knowledge of what they do and how they interact in the community.

Moderator 1:

Well, Rachel or Daniel or Daniel, is that something that would appeal to you? The inner-workings?

Student 4:

I think it sounds interesting, but I wouldn’t join probably because it’s college and I have a lot of stuff going on. But it’s interesting the innerworkings and there is a big underground college community with undergraduates like in Anthropology. I can see people being members of both, a lot of them I know, there are a lot of people looking to do field work in this areas, so they would be looking to get their hands on information.

Student 1:

We have several students in our certificate program who are Anthropology undergraduates.

Moderator 1:

Let’s move on, how much would you be willing to pay for yearly dues?

Student 1:

$10

Student 2:

$20

Student 3:

$10

Student 4:

$10

Student 5:

$10

Moderator 1:

In order to promote both the NAPC student organization and its mission, we would like to create an associated slogan. How do the following campaign titles and slogans make you feel or what thoughts do you have about them? The slogans are on this board back here.

A-63

The organization would be called SNAPC. These are the slogans that we picked out, which one do you guys like the best?

Student 4:

I think the third one is good and catchy, the fourth one is hilarious, but it compromises the mission. The fourth one would be on good on a Tshirt.

Student 5:

I like the third one too.

Moderator 1:

What is it that makes you like the third one best?

Student 5:

I like the alliteration.

Student 2:

I guess, I agree the fourth one would make a good T-shirt, but otherwise I don’t like the others. I’m not from Athens, and NAPC is national. And the second one makes me think of something tragic.

(Laughter)

Student 1:

I’m with Lindsey. Number four would be a good T-shirt. But the other three, the third one limits it too much.

Moderator 1:

The student organization would be started in Athens, but eventually it would spread to other schools as well.

Student 3:

In that case, I like the third one, but maybe it’s not the best fit.

Moderator 1:

How would you feel about the following events taking place during the course of one week on or around campus to jump start the NAPC student organization? An Athens’ historic haunting ghost tour, history trivia nights at local restaurants, historic scavenger hunt, a bell-ringing competition behind the chapel, all day event at Tate featuring “Old Timer Games” such as penny pitching, jump rope games, horseshoes.

A-64

Student 5:

I like the ghost walk and the scavenger hunt. I think with the trivia night, I don’t know if people would care about the questions.

Student 4:

I think the tour would be a really great idea; that would definitely be cool. I haven’t heard of that going on.

Student 3:

I think that’s the best.

Student 1:

Depending on the purpose, I think the ghost tour would be the most profitable.

Moderator 1:

What would you be willing to pay to attend an Athens’ historic haunting ghost tour?

Student 1:

If you went to Savannah it would be about $35.

Moderator 1:

Well if you were in Athens, what would you pay?

Student 2:

You’d have to really pitch it.

Student 1:

If you’ve been on others like in Savannah and Charleston, they’re pretty elaborate.

Moderator 1:

Would you be more likely to attend if there were prizes?

Student 1:

I think it’s a nice little aside, but it’s not the reason I would go. Maybe for a restaurant certificate.

Moderator 1:

If they did give out prizes, what kind of prizes do you think would be well-received?

Student 2:

I think it would be cool if you got gift certificates or coupons from places in downtown Athens, T-shirts that advertised, made people laugh.

A-65

Student 1:

Maybe you could do something with the various organizations that are doing tours of homes, try to encourage people to do other HP things in the community.

Moderator 1:

What method of campus publicity best gets your attention?

All:

E-mail.

Student 2:

Yeah, when our department sends out listservs, then I actually read those. All those fliers, I kind of ignore.

Student 4:

Yeah, if you find the right listsevs, those are good.

Moderator 1:

So most of you read the listservs?

All:

Yeah.

Moderator 1:

Do you read The Red & Black or Flagpole?

Student 2:

Um, I generally pick up The Red & Black and forget to read it unless it’s on the front page.

Moderator 1:

So The Red & Black, as far as campus media goes, is that pretty much the one you would follow the most, say then, over campus radio stations?

Student 4:

Way more over radio stations.

Moderator 1:

What about the UGA home page?

Student 2:

No, I never look at that.

A-66

Student 1:

If they have a graphic that’s eye catching, that grabs someone’s attention.

Moderator 1:

Well moving on to graphics discussions, these graphics were designed by a member of our team to be showcased at a preservation conference later this year. We are going to show you three possible versions.

(Passes out graphics)

Student 1:

Personally, I like the red, but the green is going to be more eyecatching.

Student 4:

I think so too; is this going to be for, like, a fair?

Moderator 1:

It’s going to be a convention, a national convention.

Student 3:

I think green; for some reason, my brain associates green with preservation.

Student 2:

Preservation is directly tied with green, but is subtle.

Student 5:

I think the pictures, the background need to be less blurry. I like the building. I don’t know what it is, It would be nice if I could see it better.

Moderator 1:

If all the colors were the same, which pictures do you like the best?

Student 1:

The red.

Student 2:

Red.

Student 3:

Honestly, I’m not crazy about any of them.

A-67

Student 1:

Since this is a national organization, part of the focus is on commercial buildings and people, so I think the people in the background give that feel.

Moderator 1:

So does everyone agree they like the green one the best?

Student 4:

It’s easier to read. The mission is easier to see.

Student 1:

Isn’t it something like yellow is the first color the eye notices, then red then green? I like the red, but the green is best.

Moderator 1:

Of the three versions, which do you think best conveys NAPC’s mission?

Student 5:

Is the info different?

Moderator 1:

No, but looking at the pictures, do you think their message is portrayed more strongly in one over the other?

Student 5:

The only thing I could see is the downtown… you see people moving around and that reminds me of preservation. I don’t know; it’s something subtle.

Student 1:

Well, the way this picture is with the red, a lot of people walking around, I think the more you incorporate people in the image it says this isn’t something that’s dead. People are involved.

Moderator 1:

So you like the green one the best. Can you read the font? Does the “NAPC” blend into the background?

Student 2:

If you took this color scheme (green) and put it with this picture, I think that would help.

Student 3:

I think you can lighten it, and you won’t lose the writing so much.

A-68

Student 5:

There isn’t enough contrast with the background.

Student 2:

The other thing I noticed is the font for NAPC, I guess. I didn’t even notice it, but to me that’s what they need to get across, the name of the organization.

Moderator 1:

Is that kind of the last thing you notice?

Student 2:

Yeah, it should be bigger, with the “Join NAPC Today,” but if you can’t remember that?

Moderator 1:

The NAPC logo is this black strip with the words at the end…

Student 1:

I think it would draw people’s attention more if you put it on the bottom and then have “National Alliance of Preservation” on the top in the bigger.

Student 2:

Yeah I think the “National Alliance” needs to be bigger.

Student 1:

Yeah if you pull the black down, that’s OK. If you have it on a big banner, that’s going to attract their attention and then it will be a reminder.

Student 3:

I took art classes and they always taught us that your eyes move in the direction of a “z.”

Conclusion Moderator 1:

All right, anyone have anything else to add? We’ll wrap this up. We want to thank each of you for participating in our group discussion this morning. The information you have given us is of enormous value to our research for NAPC. Does anybody have any questions before we wrap up? Then we thank you and appreciate taking time out of your busy schedule to participate.

A-69

Post-Campaign Survey IRB Approval

A-70

A-71

A-72

A-73

A-74

A-75

Post-Campaign Listserv Survey Consent Form

A-76

A-77

Post-Campaign Listserv Survey Listserv Request E-mail

Subject Line: Historic Preservation Awareness in Your Program Reply to: [email protected] To: (insert e-mail address) Date: April 14, 2009

Dear (insert name),

As part of a Public Relations Campaigns class we are seeking undergraduate, graduate and doctorate-level students to gather follow-up information via an online survey about historic preservation.

We believe a particular interest lies with students in your (insert majors) in the (insert college name).

During our recent conversation you said that it would be possible to send this follow-up survey out on your (insert listserv names). Below we have included an introductory paragraph to be included with the listserv e-mail.

The survey will be open from April 14 until April 16 at 9:30 p.m.

The participation of these students is critical to the success of our campaign. We greatly appreciate your help in this endeavor.

Sincerely, Dr. Kaye Sweetser, [email protected] Becca Bruni, [email protected] NAPC Campaign Team Grady College

A-78

Post-Campaign Listserv Survey E-mail

Subject Line: Historic Preservation Awareness in Your Program Reply to: [email protected] To: (insert e-mail address) Date: April 14, 2009

Dear (insert name),

Would you mind taking eight minutes to complete an online survey? This survey asks basic questions about you and your involvement in historic preservation. You can take this survey at http://www.tinyurl.com/NAPCSurvey until April 16 at 9:30 p.m. We would greatly appreciate your assistance.

Thank you.

Dr. Kaye Sweetser, [email protected] Becca Bruni, [email protected] NAPC Campaign Team Grady College

A-79

Post-Campaign Listserv Survey

A-80

A-81

A-82

A-83

A-84

A-85

A-86

Post-Campaign Ghost Tour Attendees Survey Consent Form

A-87

A-88

Post-Campaign Ghost Tour Attendees E-mail Subject Line: Historic Preservation Awareness in Your Program Reply to: [email protected] To: (insert e-mail address) Date: April 14, 2009

Dear ghost tour attendee,

Would you mind taking eight minutes to complete an online survey? This survey asks basic questions about you and your involvement in historic preservation. You can take this survey at http://www.tinyurl.com/NAPCSurvey until April 16 at 9:30 p.m. We would greatly appreciate your assistance.

Thank you.

Dr. Kaye Sweetser, [email protected] Becca Bruni, [email protected] NAPC Campaign Team Grady College

A-89

Post-Campaign Ghost Tour Attendees Survey

A-90

A-91

A-92

A-93

A-94

A-95

A-96

Research Summary The National Alliance of Preservation Commissions campaign team conducted a precampaign survey and a post-campaign survey targeting NAPC’s desired public of individuals in the 21 to 35 age group. Questions focused on awareness of and interest in NAPC, historic preservation and Pre-Game for Preservation events. Individuals present at Pre-Game for Preservation events and those involved in historic preservation programs at the University of Georgia received invitations via e-mail. The pre-campaign survey generated a response from 33 recipients and the post-campaign survey received 87 responses.

The tables below summarize our findings.

Table 1: Interest in Historic Preservation

Pre-Campaign

Post-Campaign

Change

Interest in HP

1.22

1.97

.75

Involvement in HP

2.38

4.21

1.83

Awareness of preservation

1.75

2.36

.61

sites in the community

*The numbers in this table reflect the mean found according to Likert scale measurements. Respondents were asked to select a number from least (5) to greatest (1) that best reflected their attitude toward the given statement.

This generation is much more interested in investing personal time in technology rather than volunteering and donating time. When there is an entertainment value, this generation is more likely to participate. In general, members of this generation would prefer updates via technology to maintain their awareness. This information shows that technology is the best way to reach this target audience. While these numbers do not show an increase during the campaign we feel it is mainly because the majority of the respondents to the precampaign survey were either Historic Preservation majors or involved in Masters of Historic Preservation. That concentration was not the same for the post-campaigns survey.

A-97

Table 2: NAPC Awareness

Pre-Campaign 1.75

Awareness of NAPC

Post-Campaign

Change

1.6

.15

*The numbers in this table reflect the mean found according to Likert scale measurements. Respondents were asked to select the answer that best reflected their attitude of the given statement: yes (1) or no (2). Numbers approaching one show an increase in awareness.

During the NAPC campaign, the awareness of NAPC rose by .15 among the target audience.

Table 3: Facebook Membership

Pre-Campaign

Post-Campaign

Change

36

55

19

Facebook Membership

During the NAPC campaign, the number of fans of the NAPC Facebook page increased by 52.8 percent.

Table 4: Importance of Preservation

Post-Campaign HP Importance

2.19

*The numbers in this table reflect the mean found according to Likert scale measurements. Respondents were asked to select a number from Strongly Disagree (5) to Strongly Agree (1) that best reflected their attitude toward the given statement.

After attending the Athens’ Historic Hauntings Ghost Tour, respondents were asked if they now believe historic preservation to be an important issue. Findings from this postcampaign question show that after the event respondents are closer to the option of strongly agree on the scale. This change is important for NAPC because it shows that successful events help change the beliefs and attitudes for individuals in their target audience.

A-98

Table 5: Notification of Historic Preservation Sites (How did you hear about these sites?)

Pre-Campaign Facebook

6%

Listserv

25%

Event

6%

NAPC Web site

3%

Student organization

37%

Word-of-mouth

96%

A large percentage of the target audience became aware of historic preservation sites through student organizations and word-of-mouth. At this point it seems necessary to move forward by harnessing opportunities through Facebook, listservs and other forms of technology.

Table 6: Notification of NAPC

Pre-Campaign Facebook

0

Listserv

6%

Event

9%

Web site

3%

Student organization

31%

Word-of-mouth

50%

A majority of the target audience has learned about NAPC through a student organization or by word-of-mouth. The social media tools currently employed by NAPC are not being used to their full potential. This information highlights an opportunity to improve the use of these tools to reach the target public and to expand the use of social media into areas not yet explored by NAPC.

A-99

Table 7: Awareness of Pre-Game for Preservation Events

Post-Campaign Scavenger hunt

12.1%

Ghost tour

51.6%

Amici trivia

11%

Wild Wing trivia

16.5%

Allen’s trivia

2.2%

NAPC Tate Day one

4.4%

American Tavern trivia

3.3%

Taco Stand trivia

4.4%

NAPC Tate Day two

3.3%

Doc Chey’s trivia

8.8%

Mellow Mushroom trivia

11%

Blind Pig trivia

8.8%

Not aware

18.7%

Table 8: Pre-Game for Preservation Information

Post-Campaign Flagpole

2.2%

The Red and Black

22%

Blog posting

1.1%

Facebook

25.3%

Handbills

7.7%

Listserv

7.7%

Posters

7.7%

PRSSA

3.3%

Radio PSA

0

Starbucks

1.1%

Tate event

5.5%

Twitter

4.4%

A-100

Post-Campaign survey results show that 81.3 percent of respondents were aware of PreGame for Preservation events, the majority of respondents noting that they learned of the events through The Red and Black and Facebook. It is important to note that these mediums are currently the best ways to reach NAPC’s target audience regarding events and other organizational announcements.

Focus Group Summary •

According to the nine focus group participants, historic preservation provides people with a tangible connection to the past. Historic preservation sites provide physical representation of abstract concepts. A sense of identity and understanding of the past is important in determining the future.

•

Most participants identified school field trips as the primary introduction to historic preservation. Two participants were from small towns where historic preservation was important to the community. These individuals worked as tour guides within their communities. One individual became interested in historic preservation through family connections in Germany.

•

Future career involvement with historic preservation was not very important to the participants. Most saw it as an interest outside their career, particularly in regards to community involvement and volunteer opportunities.

•

There was not much interest in joining NAPC. Students feel overwhelmed with other organizations such as: Anthropological Society, Furthering Our Local Knowledge, SHPO, Southern Garden Historical Society, Barrow City Historic Preservation, National Trust for Historic Preservation and Hands on Athens. Some mentioned that NAPC is an excellent resource for tasks such as writing research papers, but addressed the fact that not many people know about it.

•

Participants responded favorably to the slogan “Keep the Classic City Classic” but showed concern about promotion at the national level.

•

There was a great deal of excitement regarding the historic ghost tour and scavenger hunt. Feelings regarding trivia night were mixed; some liked the idea and others did not know if people would really care about the topic in such a general setting. One participant suggested the combination of the scavenger hunt and pub crawl put on by SHPO. Most participants said they would pay $5 to $10 for the ghost tour. Receiving prizes for participating was not a popular idea. Most said they would attend without prize incentives, although T-shirts might be nice to receive.

A-101

•

E-mail, listservs and Facebook events were the most popular form of publicity. There were mixed feelings about advertising in The Red & Black. The general consensus seemed to be that they would respond better to an article than to general event listings or advertisements.

•

The green version of the display was the most popular. Participants said they associated green with preservation. It was also easiest to read and the most visually pleasing. They preferred black font over white. They wanted clearer graphics and something to lead their eyes in a “z” motion. People were confused about the heavy black line at the top and suggested it be moved to the bottom. They also wanted to see “National Alliance of Preservation Commissions” in bigger and bolder font.

A-102

APPENDIX B Social Media Document List Social Media Research and Audit ..................................................................................2 Social Media Suggestions ............................................................................................8 Facebook Critique..................................................................................................... 15 Social Media Implementations.................................................................................... 23 Social Media How-To Guide ....................................................................................... 25 Social Media Best Practices........................................................................................ 42 Social Media Metrics Guide ........................................................................................ 45 Social Media Assistant Description .............................................................................. 49

B-1

Social Media Research and Audit Social Media Audit After reviewing the Web sites and related social media tools recommended by Drane Wilkinson, we discovered that preservation network sites are slowly adapting to the rising trends in social media. With NAPC implementation of a social media plan they will be a field leader in the use of emerging technology. The following information summarizes the characteristics of the preservation community and their available social media tools. •

A total of 30 Web sites were audited. o

Seven of the sites were basic resource sites (Recent Past Preservation Network, The Association of Preservation Technology, Do.Co.Mo.Mo International, National Center for Preservation Technology and Training, Lustron Preservation, Lustron Connection, Lustron.org).

•

The audit looked for the following information: links to social media tools (Facebook or Twitter), RSS feeds, demographics, mission statements and links (Do they direct back to NAPC?).

•

Four sites had active links to NAPC (Georgia Alliance of Preservation Commissions, Maine Preservation, Colorado Preservation and National Conference of Historic Preservation Officers).

•

Five sites had Facebook pages (Association for Preservation Technology International, Preservation New Jersey, Preservation North Carolina and National Trust for Historic Preservation).

•

Three sites had Twitter presences (Preservation New Jersey, Preservation North Carolina and National Trust for Historic Preservation).

•

Two sites had RSS feed capability.

•

Combined, the sites had of 3,998 Facebook fans (3,668 fans of National Trust).

•

Combined, the sites had 244 Twitter followers (104 for Preservation North Carolina and 123 for National Center for Preservation Technology and Training).

•

Two sites had press rooms.

•

Four sites had some form of e-newsletter or online magazine.

•

There were no available demographics to determine average involvement age.

•

Of the audited sites, The Association for Preservation Technology International, Preservation New Jersey, Preservation North Carolina and National Center for Preservation Technology and Training use the most social media. The sites with the

B-2

most social media used the tools as a supplement to their Web sites. Only the National Center for Preservation Technology and Training had thoroughly integrated social media tools and links to them on its Web site.

Competitor Web Site Audits Web Site Audit Outline •

Name of organization and URL

•

Brief summary of organization

•

Demographics (about us, number of visits)

•

Mission statement (notice location)

•

Contact information and location

•

List all links to social media tools (Facebook: Is it a page? A profile? How many friends?)

•

Really Simple Syndication, or RSS feeds

•

Links: Do they direct back to NAPC?

Florida Trust for Historic Preservation http://www.floridatrust.org •

Mission statement: o

Location: On home page, in large print

o

The mission of the Florida Trust is to promote the preservation of the architectural, historical and archaeological heritage of Florida through advocacy, education and historic property stewardship.

•

Contact information: Contact link on left sidebar and link to “Contact Page” at the bottom of the home page. Contact via 1-800 number, comment card or mail.

•

Link to NAPC: No

•

Social media tools or links: No

•

RSS: No

•

Demographics: None under “About Me”

Preservation North Carolina http://www.presnc.org •

Mission statement: o

Location: Under “About Me” on top tab

B-3

o

Preservation North Carolina is North Carolina’s only private nonprofit statewide historic preservation organization. Its mission is to protect and promote buildings, landscapes and sides important to the important to the diverse heritage of North Carolina. It enjoys a national reputation, having been cited by the National Park Service as “the premier statewide preservation organization of the South, if not the Nation” and the National Trust for Historic Preservation as “the model organization of its kind.”

•

Contact information: At the bottom of all pages and separate comment card under “Contact” tab

•

Link to NAPC: No. Link to http://georgiatrust.org

•

Social media tools and links: Twitter (104 followers) and Facebook (151 fans)

•

RSS: No

•

Demographics: No

•

Press room: one press release dated Dec. 7, 2008

National Center for Preservation Technology and Training http://www.ncptt.nps.gov •

Mission statement: o

NCPTT advances the application of science and technology to historic preservation. Working on the fields of archeology, architecture, landscape architecture and materials conservation, the Center accomplishes its mission through training, education, research, technology transfer and partnerships.

•

Contact information: At the bottom of every page. Phone, fax, e-mail and comment card under “Contact Us” tab.

•

Link to NAPC: No.

•

Social media tools and links: Twitter, Facebook

•

RSS: No

•

Search engine at top right of page

•

Demographics: No

The Preservation Society of Charleston http://www.preservationsociety.org •

Brief summary: The purpose of the Preservation Society of Charleston is to cultivate and encourage interest in the preservation of buildings, sites and structures of

B-4

historical or aesthetic significance and to take whatever steps may be necessary and feasible to prevent the destruction or defacement of any such building, site or structure, such purposes being solely eleemosynary and not for profit. •

Mission statement: o

Location: on home page of organization. Does not explicitly state that it is the mission statement

o

Since 1920, The Preservation Society has been dedicated to preserving Charleston’s unique architectural and cultural heritage. As the nation’s oldest nonprofit community and membership preservation organization, we invite you to learn more about us and how you can support our preservation advocacy and mission programs.

•

Contact information: At the top right corner of every page except the home page. Comment via phone, e-mail or regular mail.

•

Link to NAPC: No. Links to many other sites.

•

Social media tools and links: No

•

RSS: No

•

Demographics: No

•

Press room: Last release dated June 2008.

Boston Preservation Alliance http://www.bostonpreservation.org •

Brief summary: The Boston Preservation Alliance is a nonprofit organization that protects and improves the quality of Boston’s distinct architectural heritage. Through advocacy and education we bring people together to influence the future of the city’s built environment.

•

Mission statement: No

•

Contact information: Link on left side of all pages includes phone, fax and address, but no e-mail

•

Link to NAPC: Many, most in Boston area, but nothing back to NAPC.

•

Social media tools and links: No

•

RSS: No

•

Demographics: No

•

Press room: Last release dated June 2008.

B-5

Preservation Alliance for Greater Philadelphia http://www.preservationalliance.com •

Mission statement: o

Location: on home page, front and center

o

The Preservation Alliance for Greater Philadelphia is a nonprofit, membership organization whose mission is to promote the appreciation, protection and revitalization of the Philadelphia region’s historic buildings, communities and landscapes.

•

Contact information: At the bottom of every page, including phone, address, fax and e-mail

•

Link to NAPC: No. Links to many other sites.

•

Social media tools and links: No

•

RSS: No

•

Demographics: No

•

Press room: Last release dated June 2008.

National Competitors of NAPC Advisory Council on Historic Preservation http://www.achp.gov The mission of the Advisory Council on Historic Preservation is to promote the preservation, enhancement and productive use of our nation’s historic resources, and advice the president and Congress on national historic preservation policy.

U.S. General Services Administration (GSA) http://www.gsa.gov U.S. General Services Administration’s historic preservation program provides technical and strategic expertise to promote the viability, reuse and integrity of historic building GSA owns, leases or has the opportunity to acquire.

Historic Resources Committee (HRC) http://www.aia.org/hrc The mission of the Historic Resources Committee is to identify, understand and preserve architectural heritage, both nationally and internationally. HRC is engaged in promoting the

B-6

role of the historic architect within the profession through the development of information and knowledge among members, allied professional organization and the public.

Preservation Action http://www.preservationaction.org Preservation Action is the process of updating our legislative information, congressional profiles and tools for use by grassroots advocates coming to Lobby Day 2009 on March 9 and 10, and throughout the year in in-district lobbying meetings and events. Preservation action coordinates a network of community activists, preservation professionals, historians, commercial investors and civic leaders working together to advocate for our architectural heritage. Founded in 1974, Preservation Action is the only national 501(c)(4) preservation lobby. They take their lead from local activists and represent their interests on Capitol Hill. They are dedicated to: •

Elevating historic preservation as a national priority through legislative action

•

Monitoring federal agency actions that affect the preservation of the nation’s historic and cultural resources

•

Participating directly in policy development

•

Creating an environment for others to succeed with their preservation initiatives

For other preservation organizations attending the National Preservation Conference, visit http://www.preservationnation.org/about-us/partners.

B-7

Social Media Suggestions Social media tools create a wealth of opportunity to engage your community, get feedback and share information with each other. Using these tools takes commitment and constant upkeep, but the benefits of increasing fan loyalty, growing your fan base and exposure of the NAPC name can make a big impact on connecting and expanding your community.

There are five social media tools I suggest implementing in order to maximize the benefits of social media in the growing age of technology. Creating presences on Flickr, MySpace, Ning, Twitter and YouTube will increase traffic and exposure to NAPC, especially among the stated target demographic of 21 to 35-year-olds. That age range makes up a large percentage of users on the listed social networking tools. Participating in the conversations and connections that these sites encourage makes NAPC more transparent to current and potential members.

You can increase your knowledge of these tools through guided use. Consistent activity will achieve the best results. We can begin integrating these tools and training you in their successful use as soon as you give us permission.

Flickr Flickr is a popular, free, photo-sharing Web site. Sharing photos is a great way to display an inside view of NAPC and to provide the public with a sense of inclusion. Flickr allows you to organize photos into albums, label photos with tags for easy searching, create and join groups with similar interests, comment on photos and “spotlight” favorite pictures. Flickr also offers upgraded benefits for a yearly fee, but for now a free account should be sufficient. •

Upload Photos - We suggest uploading photos from all events in which NAPC is involved. NAPC should also feature photos submitted by members that show projects on which they are currently working or successful past projects.

•

“Favorite” Photos – Flickr provides the opportunity to reach out to other users by designating a picture as an NAPC “favorite.” When you come across a picture that you particularly like, click on the “Add to Favs” icon and Flickr will store that picture in the “Favorited” pictures section on your profile. Users can look through your

B-8

favorite pictures and it provides a connection to other users who might be posting interesting photos. •

Connect with Groups - NAPC can use groups to connect with other Flickr users who share similar interests. First, create a group focused on historic preservation. Next, ask people to join and upload historic preservation-themed pictures. Actively search for photos related to historic preservation; Historic Preservation, National Register of Historic Places and Preservation Today are good places to start. When you select photos as “favorites,” send a message to the owner of the photo to request that he or she join the group and upload more photos to the group’s photostream.

•

Tag Photos - Tag photos with “NAPC,” “National Alliance of Preservation Commissions” and any other relevant terms to increase search results and to connect NAPC with historic preservation photos.

Google Alerts This Gmail application allows you to enter keywords or phrases and periodically receive the results of those search terms in your e-mail. Google Alerts makes it easy to find content related to relevant terms such as “historic preservation” or “local preservation commissions.” Using Google Alerts is the simplest way to find relevant content to post on a blog, share on Facebook or link to on other social networking sites. I suggest creating alerts for the following terms and adding more terms as necessary. •

Drane Wilkinson

•

Historic preservation

•

Historical preservation

•

Local preservation commission

•

Local preservation commissions

•

NAPC CAMP

•

NAPC Forum

•

National Alliance of Preservation Commissions

MySpace MySpace is a free social networking tool similar to Facebook. I suggest uploading the same content already present on the Facebook page and making the MySpace profile a mirror account. Although it may seem repetitive, a MySpace account may reach a different audience of people who use MySpace but not Facebook. For example, a historic site

B-9

photographer with the profile name Historic Visions has a MySpace profile, but he does not have a Facebook profile. Another MySpace user, H.G.: Preserve History, advocates preservation of historic sites through pictures, videos and blog entries on his site. It would be beneficial for NAPC to connect with these users in order to spread the word about NAPC’s mission and to gain new insight. Some of the content on these pages and profiles could be useful to NAPC. They could draw attention to a particular community or increase awareness of legislation that could impact historic preservationists.

Ning Ning is an online platform that allows you to create your own social network based on a particular interest, visual design, choice of features or member data. Creating a customized network specifically geared towards your target audience means that you have the control to add applications and cater this audience’s needs and desires.

Establishing a Ning Local Preservation Commissions social network will allow you to exist on a network with pictures, events, blogs, forums, fun facts and other applications customized for your organization. The Lincoln County Historical Association’s Ning page is a good example. I do not suggest using Ning to replace Facebook, but creating the Ning network in addition to other social networks already in use. By using Ning as a social network, you can eliminate distractions present on other, broader social networks, such as Facebook. This content streamlining allows for focus on and immersion in communication among users interested in historic preservation.

Twitter Twitter is a free microblogging site where you answer the question “What are you doing?” in 140 or fewer characters. Twitter can be used as a form of outreach to connect to your “followers” who see your updates. It is a good way to exchange information, answer questions or direct people to more in depth information about a topic or issue. •

Post Interesting Content – Use status updates to point followers to blog posts, news articles or other relevant information on the Web. Highlight NAPC’s or its members’ current projects. Pose questions to the Twittersphere to engage the public and to get feedback. Most importantly, answer questions people pose to you. Use Twitter to announce new content on the NAPC’s Web site, as well as NAPC’s other social networking sites.

B-10

•

Follow Relevant People – Search for users who are in the historic preservation community and follow them. Look through their followers to find additional relevant people to follow. Start with @PresNation, @PreservationOH and @NCPTT’s followers. (The “@” in front of a name designates a Twitter user name.)

•

Post Frequently - Try to post at least once a day. The more often you post, the more often you will show up on your followers’ timelines.

•

Be Retweet-Friendly – If a follower likes a post you made and wants to share it with his or her followers, he or she may “retweet” or “RT” your post, giving you credit and leading more people to your profile. For this reason, it is important that posts are usually shorter than the 140-character maximum.

YouTube YouTube is a free, video-sharing site. Users can create their own “channels” to broadcast public videos. Uploading videos on which viewers can comment provides another avenue for engaging the community and showcasing NAPC and member activities. Like Flickr, YouTube allows you to create groups, “favorite” other videos and post comments on videos. •

Upload Videos – Film short videos during NAPC-related events, or create a video that provides an overview of the event. Include people as much as possible to create a video that emphasizes NAPC’s unique personality as an organization. The suggested length for the videos is between 30 seconds and two minutes, and it is a good idea not to exceed five minutes in length. NAPC can also feature usersubmitted videos of members speaking about past and current projects.

•

Connect With Users – Find relevant videos to “favorite” and join groups with related interest. Also, create a group for historic preservation and invite users to join and share content.

•

Tag Videos – Tag videos with accurate key words that describe video content. Tags ensure that when a user searches for something related to the subject of your video, your posting will appear in the search results. Tag all videos with both “NAPC” and “National Alliance of Preservation Commissions” so that when a video tagged with a search term appears, the user makes the connection with NAPC.

B-11

Index of Suggested Social Media Implementations Flickr •

Upload photos of events and preservation projects.

•

Connect with other users by joining groups and tagging photos as “favorites.”

•

Tag photos with name, acronym and relevant terms for optimized searching.

•

Ask people to add photos to your group.

Google Alerts •

Create Google Alerts for keywords related to NAPC and historic preservation.

MySpace •

Mirror MySpace content with Facebook content.

•

Update MySpace as often as Facebook.

Ning •

Create a Local Preservation Commissions social network.

•

Integrate content similar to the Facebook content.

•

Use the Ning social network to streamline communication among people interested in historic preservation.

Twitter •

Post news, event updates, NAPC projects and information relevant to the historic preservation movement.

•

Answer questions posed to NAPC.

•

Follow relevant users.

•

Post at least once a day.

YouTube •

Post videos about events or preservation projects.

•

Join groups with similar interests.

•

Create a group and encourage users to post relevant videos.

•

Tag videos with name, acronym and any other relevant terms for optimal search result placement.

•

Favorite videos with relevance or significance to historic preservation.

B-12

Social Media Implementation Permissions If you give us permission to integrate some social media tools into NAPC’s online presence, we can enact many of the suggestions previously mentioned. Please look over the following tasks and note which ones you are interested in pursuing. *Denotes accounts that have been created but are currently inactive.

Flickr* __ Upload photos of events and preservation projects. __ Tag photos with name, acronym and relevant terms for optimized searching. __ Join groups relevant to NAPC. __ Add photos to NAPC “Favs.” __ Synchronize Flickr account with Facebook account.

Google Alerts __ Create a Gmail account with Google Alerts for specific search terms.

MySpace __ Create MySpace account with content that mirrors Facebook. __ Add relevant, active user profiles as “friends.” __ Update MySpace with new content when you update Facebook.

Twitter* __ Post at least once a day. __ Post about: __ Historic preservation news. __ Event updates. __ NAPC projects. __ Information related to historic preservation movement. __ Respond to questions posed to NAPC on Twitter. __ Participate in Twitter community. __ Follow relevant users. __ Synchronize Twitter account with Facebook account.

B-13

YouTube __ Post videos provided by members about their local commissions or projects. __ Post videos about events or preservation projects. __ Join groups with similar interests. __ Create an NAPC group. __ Tag videos with a name, acronym and any other relevant terms. __ Synchronize YouTube with Facebook account. Ning __ Create an NAPC profile for Ning. __ Create a Local Preservation Commissions social network. __ Upload content that mirrors Facebook content. __ Recruit fans to increase participation in the network.

B-14

Facebook Critique After a thorough review of the NAPC Facebook fan page we found the page contains good initial content and a solid starting fan base. However, one of the most promising aspects of the page is its enormous communications potential and its room to expand. We have several suggestions for strengthening the NAPC Facebook fan page, including improving visual appeal, available content, interactivity and user networking. With the improvement of these four areas we predict NAPC will increase its number of fans and raise awareness of NAPC within the online community.

Optimize Search Results When a Facebook user uses the term “NAPC” in a keyword search, NAPC’s Facebook page does not appear as one of the results. Users who may forget the exact words that comprise the NAPC acronym may not be able to find the Facebook page. Changing the page name to “National Alliance of Preservation Commissions – NAPC” would increase the likelihood of new users finding the page. In addition, the square icon shown as the thumbnail version of your profile picture should be adjusted to capture the letters NAPC in the logo, instead of the dark space in the middle of the logo. This small change will allow for increased recognition of the NAPC logo and will contribute to stronger branding.

Improve Available Content Having NAPC information prominently displayed will help users who are unfamiliar with NAPC learn about the organization. It will also help users who are familiar with NAPC to learn of ways to take advantage of all that NAPC has to offer. Making information easy to find should be a top priority. If information is not readily available, few people will take the time to actively search for it. Also, in order to maintain a consistent online brand, the NAPC Facebook page should be synchronized with the NAPC Web site. Facebook should have an overview of the organization and a link to a specific page on the Web site where users can find more in depth information about NAPC’s programs and services. For example, under “Programs and Services” on the Facebook page, the three categories should read Education, Advocacy and Training, with subcategories that reflect the details on the home page of the NAPC Web site.

B-15

When using social networking sites where people browse for both entertainment and information, it is important to make available as much content as possible. Photo albums, videos, discussion boards and notes should be fully incorporated into these sites.

Videos should have accurate descriptions of each posting and photo albums should have an album description and a caption on each photo. Suggested video and photo content: •

Events sponsored by NAPC.

•

Historic preservation conferences, meetings or events attended by NAPC members.

•

Photo albums or short videos showcasing specific projects on which member are working. Selecting a member project to spotlight would make a great monthly feature on the Facebook page.

•

Videos from members that feature their favorite historic sites or their most memorable preservation projects.

Discussion board topics posted by NAPC can be used to engage fans or other Facebook users. Suggested topics include: •

Is your group working on any historic preservation projects now? What are they?

•

What is your favorite historic site to visit and why?

•

What is an historic area/site in your community that needs preservation attention?

•

What is one of the biggest issues in raising awareness of the need for historic preservation in your community?

Notes should have a picture with each posting, even if it is just a generic photo. Photos capture attention, and may make the viewer interested in learning more information. Also, provide links to additional information within the notes. Use notes to post information about news at NAPC, publicize the success of big events and spotlight member organizations.

A final suggestion for improving Facebook content is to make sure the most engaging items are at the top of the column on the left side of the page. Here is a suggestion: •

Photos

•

Videos

•

Notes

•

Favorite Pages

•

Events

B-16

•

Fans

When users visit a page, they pay most attention to the information that lies above the “fold,” or the portion of the page that is visible without scrolling down the page. The photo section is usually a popular section so this link should be easily visible at the top. The list continues from most to least interactive, with the fans section at the bottom because clicking on a fan would direct the user away from the NAPC page.

Expand Available Content Several applications can be added to increase the amount of content available on the Facebook page. Applications present information in an organized manner and give users more opportunities to engage NAPC on the Facebook page •

Links - Allows you to post links of interesting news articles, Web sites, blogs or photo galleries, along with short descriptions explaining their relevance to NAPC. Users, who may not have the opportunity to discover the information on their own, will appreciate being directed to other information that might interest them.

•

Reviews – This application will allow users to write reviews of NAPC’s actions and offer feedback on what they like about the organization, as well as what could be improved.

•

Videos – This application is already incorporated into the Facebook site, and simply needs to be activated for it to appear. NAPC can post videos of historic preservation projects, short tours of historic sites and videos from events. Keep videos shorter than five minutes; optimal length is between 60 and 90 seconds. The longer the video is, the more likely it is that viewers will lose interest.

•

Link box – This box on the right column includes icons that link to Flickr, Twitter and YouTube accounts. The photo album and video content (Flickr and YouTube) can be synchronized with Facebook photo albums and videos. This feature automatically creates albums or videos on Facebook when you upload posts on other sites.

•

Favorite pages – NAPC currently has only two favorite pages. Selecting pages of organizations with similar interests as favorite pages helps to establish NAPC as a primary resource for those seeking information about historic preservation organizations, especially local or specialized ones. Actively search for specific local preservation organization pages, particularly pages NAPC fans have on their profiles. Browse fan pages on the National Trust for Historic Preservation fan page because

B-17

many of the fan pages will have overlapping interest, such as The Georgia Trust for Historic Preservation, Preservation Ohio, National Center for Preservation Technology and Training and so on. These groups do not have to be strictly related to historic preservation, but they should be relevant. I also suggest you message the administrators of the pages you add as favorites and ask to be included as a favorite on their page. Being added to other organizations’ favorite pages will increase your visibility and ties with other preservation organizations.

Increase User Interactivity One of the biggest strengths of social networking sites like Facebook is the ability to include everyone in the conversation. When users upload their own pictures and videos, comment on the wall or create discussion board topics, they feel included as a part of the team rather than just a fan of an organization. Cultivating that interactivity is an important part of expanding the NAPC fan base. Currently, NAPC has zero fan activity. Fan posts exponentially increase the number of people who are exposed to NAPC’s page. When a fan interacts with the page (by uploading content, commenting or writing on the wall) that information shows up on the fan’s Mini-Feed and on the News Feeds of that person’s friends. This increased exposure is a primary goal of viral marketing, and organizations on Facebook have had incredible success harnessing this word-of-mouth advertising.

Many organizations hesitate when deciding whether or not to allow fans to upload their own content for fear that negative or unprofessional information may be uploaded and thus damage the organization’s reputation. We suggest allowing any user to post content, but administrators should monitor these areas on a regular basis. If an inappropriate or unacceptable message, video or photo is posted, delete it from the message board and notify the user who posted it to explain why it was removed. However, be careful with what you remove from the page. When legitimate complaints and criticisms about the organization that are allowed to remain on the page, it gives the NAPC page a feeling of “realness.” It also shows users that every opinion counts, and that the organization is committed to responding to comments and criticism, whether it is positive or negative. Every organization has critics, but responding to negative comments and letting the positive comments outweigh the bad, will gain you more loyal fans in the long run.

B-18

Similarly, do not shy away from user-posted topics that may not be directly related to NAPC. For example, a posting about searching for historic preservation jobs in the greater Boston area does not directly relate to NAPC’s mission. However, the discussion board is a forum for people in the community to communicate with each other and build a sense of community. It will drive traffic back to your page when users return to the page looking for updates to their discussions. Use discretion, but even if content posted is not exactly on target, it will bring people back to the NAPC page.

The events pages NAPC creates should be more open and interactive as well. Allow photo and video uploads and make the guest list public. The ability to communicate with fellow attendees could prove beneficial, especially if Facebook is the only place a guest can go to find out who else in his or her network is attending the event.

Another way to increase user interactivity is to request that fans tag themselves or people they know in photos. Tagging people adds another dimension to albums such as the CAMP photo album. Fans pictured in the album may not be aware of the photos, but tagging will bring the photos to their attention and prompt them to engage in the NAPC Facebook page. If a user is uncomfortable with having his or her name attached to a particular photo, he or she can remove the tag. When a person is tagged in an NAPC album, NAPC information will appear on the tagged person’s News Feed, and therefore increase the visibility of the organization’s name and logo.

Keep Content Fresh Keep content fresh and you will keep users coming back to your page, as well as attract new users. With nothing new to read, look at or talk about, fans will not visit the page because they know they will not see anything new. Upload something new at least twice a week. If you have fans uploading new content for you, you can afford to upload new content even less often. Updates do not have to be extensive; posting a link to a blog or news story will suffice. New photos and notes are usually impressive as well. There will be times when it seems you have no new content to offer, but look into new ways to connect fans to each other (posting compelling discussion topics) or point them to new historic preservation sites. Allowing fans to post to the page advances the goal of adding new content weekly without overburdening administrators. Fans like to share their pictures and ideas and you may be inspired by some of their postings.

B-19

Index of Suggested Facebook Page Changes Optimize Search Results •

Add “NAPC” to page title.

•

Focus page icon on logo section with NAPC letters.

Improve Available Content •

Accurate descriptions of photos and videos.

•

Utilize discussion board topics.

•

Include a photo with every note.

•

Rearrange order of left-hand column.

Expand Available Content •

Add several applications to allow more information to be posted. o

Post links to interesting sites, blog posts and news about NAPC and historic preservation in general.

o

Allow users to review NAPC activities.

o

Post videos of events and member projects.

o

Seek out relevant fan pages and add to Favorite Pages.

Increase User Interaction •

Allow fans to upload content.

•

Encourage comments and discussion by users.

•

Open created events to show guest lists, add photos and videos.

•

Encourage fans to tag themselves or people they know in uploaded photos.

Keep Content Fresh •

Update new content at least twice a week.

•

Monitor fan uploads and encourage users to upload content.

B-20

Facebook Permissions If you make me, Lauren Groblewski, an administrator of the NAPC Facebook fan page, I can execute many of the suggestions previously mentioned. Please look over the following tasks and note which ones you are willing to pursue.

Optimize Search Results ___ Add “NAPC” to page title ___ Focus page icon on logo section with NAPC letters

Improve Available Content __ Post discussion board topics __ Rearrange order of left side column

Expand Available Content Add several applications to allow more information to be posted: __ Links __ Post links to interesting sites __ Post links to blog posts __ Post links to news stories __ Reviews __ Post videos of events and member projects __ Message fans to solicit videos of projects for submission __ Link box that ties in outside applications __ Flickr __ Twitter __ YouTube __ Seek out relevant fan pages and add to Favorite Pages __ Message administrators of relevant fan pages and request they add NAPC as a Favorite Page

B-21

Increase User Interaction __ Enable the page to support content uploaded by fans __ Open created events to show guest lists __ Enable the events page to support videos, photos and discussion topics added by __ Encourage fans to tag themselves or people they know when photos are uploaded

Keep Content Fresh __ Update new content at least twice a week __ Monitor fan uploads __ Remove inappropriate fan posts (with notification to fan)

B-22

fans

Social Media Implementations

Based on client feedback, we made the following adjustments and implemented social media tools to increase and maximize NAPC’s Web presence.

Facebook Implemented suggested restructuring of the page from the Facebook Critique. Uploaded more content to newly created events. Added status updates, links and reviews.

Flickr Created an account for NAPC and uploaded pictures of past events, conferences and “PreGame for Preservation” activities. Created an Infill Design group sponsored by NAPC with pictures, infill pictures and explanations.

Google Alerts Created a Gmail account with Google Alerts for eight search terms related to NAPC and historic preservation.

MySpace Established a presence on MySpace with content that mirrors the NAPC Facebook page.

Ning Created a NAPC Ning account. Created a social network called “Local Preservation Commissions” to establish a realm where organizations across the country can communicate with each other to share experiences about their local preservations projects.

Twitter At the request of the client we did not activate the Twitter account that was already created. As per the suggestion of the NAPC campaigns team, the Twitter account remained established but not utilized.

WordPress Although a blog was not a suggested social media outlet, the client specifically requested one. A “Preservation Notes by NAPC” blog was created on WordPress to post relevant news,

B-23

event overviews, musings on the world of historic preservation and helpful information about historic preservation. The blog posts will be fed into the Ning account and possibly Facebook and MySpace accounts.

YouTube At the request of the client an NAPC YouTube account was not created.

B-24

Social Media How-To Guide Login Guide •

•

•

•

•

•

Google (Gmail, Google Alerts, Google Analytics) o

User name – NAPC83

o

Password – historic83

Flickr o

User name (Yahoo! ID) – [email protected]

o

Password – historic83

MySpace o

E-mail – [email protected]

o

Password – historic83

Ning o

E-mail – [email protected]

o

Password – historic83

WordPress o

User name – NAPC

o

Password – historic83

Yahoo! Mail o

User name – NAPC83

o

Password – historic83

Gmail Sign into Gmail for access to Google Alerts.

Google Alerts After signing in to Gmail, the weekly results for each search term will appear in your inbox. The subject line will display the specific keyword to which the results correspond. After you open the e-mail, the results will appear under headings that describe the source, such as “Google news alert” or “Google blogs alert.” The results will show the title, source location and an excerpt of the content with the keywords in bold. If an article looks interesting or relevant click the title to read the full text. Google Alerts is the best tool to find news and blog sources to use when posting information and links on the Facebook fan page and the Local Preservation Commissions network.

B-25

Manage •

This link at the bottom of each Google Alert e-mail allows you to edit your Google Alerts. o

New Alert – Click this link at the bottom, right-hand corner of the page to add new alerts.

o

Delete - Erase search terms by clicking the box next to the desired item and clicking the “Delete” at the bottom of the screen.

o

Edit – Change a search term and its parameters by clicking “Edit” on a particular term at the far, right-hand side of the screen.

•

If you have no e-mails but you need to edit alerts, click the “More” dropdown menu at the top of the screen on the Gmail page and click “Even More” at the bottom of the menu. “Alerts” will be the first item on the top of the page that opens.

Facebook Login A current administrator must make you an administrator in order for you to have editing privileges for the NAPC page. Log in to Facebook with your personal account. At the bottom left-hand section of your screen, next to the tab that says “Application,” click the “Ads and Pages” icon. It is the blue and green icon with an “f” on it.

Insights The first page you will see is the “Insights” page, where you can review statistics on page views, unique views, total interactions, wall posts, discussion topics, fans, new fans, removed fans, reviews, photo views and audio views. See the Social Media Metrics Guide for more specific information on how to use Facebook Insights.

B-26

Edit Applications To edit the applications and information on the page, click “Edit Page” under the title on the Insights page or underneath the NAPC profile photo on the fan page. This link takes you to the editing dashboard.

Click the blue pencil to the right of the section title you want to edit and a drop-down menu will appear. “Edit” takes you to the application where you can add content, change the settings of the application and make changes to existing content. “Application Settings” shows if the application is added as a “Tab” and a “Box” on the profile. Clicking “Link to this Tab” gives you a box with the hyperlink to that specific application as it appears on the NAPC fan page. “Remove Application” erases that application from the profile.

Most Used Features “Most Used Features” is a list of how to do the most common edits and content uploads. It is not a comprehensive list, so for help on how to do a particular action not listed here click the link at the bottom of the editing dashboard on the right-hand column that says “Help with Your Page.”

B-27

Wall •

Share – Click the “Wall” tab and type the post in the box at the top of the page, underneath “Write Something.” Click “Share” to post the item to the wall. o

Links - Add links to Web sites, blog posts or other pages by clicking “Links” within the “Share” box, pasting the hyperlink in the box and clicking “Attach.” To choose a picture from the page to accompany the link, scroll through the available pictures by using the arrows underneath the photo. Always include a photo with a link when possible because it attracts the user’s attention better than text alone.

o

Photo - Share a particular photo by clicking “Photo.” Choose from where on your computer where to upload the photo.

o

Video – Share a video by clicking “Video” and choosing from where on your computer to upload the video.

•

Remove - To erase a story from the wall, roll over the upper, right-hand corner of the post on the wall and find the “Remove” button. Click on the button and choose to remove the story.

Info •

Edit info – Choose the “Info” tab. Click the “Edit Information” button or the “Edit” button with blue pencil icon, next to the box you would like to edit. Click “Save Changes” when you finish making changes and then “Done Editing” to return to the “Info Page” view.

B-28

Photos •

Create a photo album – Choose the “Photos” tab. Click the “Create a Photo Album” button on the top, right corner of the page. Fill in album name, location and description information and click “Create Album.” Choose files to upload from your computer and add captions to each photo. If an album has photos from many locations, like the CAMP photo album, add the location to each caption.

•

Edit photos – Choose an existing photo album to edit. Choose from links at the top of the page to complete the edit you want. Remember when editing to always click the “Save Changes” button at the bottom of the screen before you leave the page. o

Edit photos – This option allows you to edit captions, delete photos or change the album cover.

o

Add More - This tab allows you to add photos to the album.

o

Organize – This option allows you to change the order of the photos.

o

Edit info – This tab allows you to make changes to the album information.

o •

Delete – This link deletes the whole album.

Public link – Share the album with people who are not on Facebook by going to “Edit Photos” in the album you want to share. Scroll to the bottom of the page and below the “Save Changes” button you should see a link to a public viewing of the album. When an individual clicks on that link, he or she will be able to view the photos without being logged in to Facebook.

Boxes •

Links – This box lists all the links that NAPC shares.

•

Flickr Badge – This box displays photos pulled from the NAPC Flickr account.

•

Reviews – This box allows fans to write reviews of NAPC and NAPC events.

Events •

Create event – Choose the “Events” tab. Click “Create Event” at the top, right corner. Fill out as much information as possible and click “Create Event.” Add information to the event and make the event as open as possible by allowing

B-29

guest uploads to discussions, links, photos, videos and wall posts. Always add a photo to customize the event because visuals help attract attention. •

Edit event – Choose the existing event that needs editing and click “Edit Event” from the list of links underneath the event photo. o

Edit Info – This option allows you to change information about the event.

o

Update fans - Send a message about the event to all fans of the NAPC page or target specific fans by gender, age or location.

o

Message guests – Choose the guests to whom you want to send the message, write the message and send it to all invited guests or specific RSVPs.

Notes •

Write a new note – Choose the “Notes” tab. Click “Write a New Note.” Add a title and write the content in the “Body” box. o

Format your note – This link at the bottom right corner allows you to add bold text, italics, lists, change font size and more. You can also add a photo by uploading a picture to the note.

o •

Save draft – This button saves the note without publishing it.

Edit note – Choose the “Notes” tab and click the existing note title you want to edit. Make the changes and click “Publish” to publish the story or “Save Draft” to continue to save the draft for later publishing.

Flickr Upload Photos

Upload photos and videos

B-30

•

Click this link on the far, right-hand side of the home page, below the search bar to add new photos. Click “Choose photos and videos” and choose the files from your computer you want to upload.

Add titles, descriptions, tags •

Once your photos finish uploading click this button to describe the set of photos. Add the tags “NAPC” and “National Alliance of Preservation Commissions,” as well as any other relevant tags.

Edit Photos Use the drop-down menu next to the “Organize” tab on the home page to skip over the editor page and go straight to specific editing pages. Batch •

Click the “Organize” tab. Drag the photos you want to organize as a batch to the center holding box of the screen. Choose from the drop-down menus on the white bar underneath the tabs bar to make the edits to all selected photos at once.

Set •

“Sets” are separate photo albums. Click the “Sets” tab and select the set you want to edit to change description and title information.

Groups •

Click the “Groups” tab. Double-click on a photo to edit its title, tags and descriptions. You can edit photos only from groups that belong to you.

Map •

Mapping your photos allows you to tag your photos on a global map to show locations of photos. Click the “Map” tab. Type the location where the photo was taken in the location search bar and use the zoom bar to make the location as specific as you like.

Exit •

To return to your home page click the Flickr icon at the far right top of the page. To return to your photostream, a collection of all of your pictures, click “Your photostream” next to the Flickr icon.

B-31

Contacts Family or friends •

You can classify contacts as “Family” or “Friends,” which restricts viewing abilities for members of the general public who are not specifically labeled. o

Private - You can specify that only family, only friends, both or neither can view the photos.

o

Public - When you mark photos as public, both your contacts and the general public can see the photos.

Contact list •

Use the drop-down menu next to the “Organize” tab on the home page to jump to specific actions outlined in the menu or click on the links at the top of the page. o

Contact list – Shows all people you have listed as a contact or you can filter them by choosing parameters from the drop-down menu at the top of the page.

o

Who calls you a contact – See users who list you as a contact and view their profiles.

o

Invite – This link takes you to a page where invitations to view NAPC photos can be sent to people who are not on Flickr.

Groups Click the “Groups” tab to jump to a list of both the groups NAPC administrates and the groups to which NAPC belongs. More options are allowed for groups NAPC administrates.

Administration •

Edit the properties of the group including privacy, rules, descriptions and the group profile.

Discussion •

This page shows any recent discussion activity for NAPC’s groups. Monitor this page regularly, contribute to discussions and respond to comments posted by others.

B-32

Invitation confirmation Confirm any outstanding invitations to join groups by clicking the “Invite” link. If

•

there are no invitations, search for a group that might have relevant content and join that group.

Search The “Search for a Group” tab takes you to the Flickr search page. You can search

•

through groups to which you belong or all groups on Flickr. You can also organize search results for keywords by names and descriptions or by discussion topics.

Explore Explore Flickr for photos related to historic preservation to favorite or to add to groups and contacts.

Interestingness •

“Interestingness” is a way for Flickr to spotlight pictures that garner a lot of attention. Interestingness is measured by actions such as tags, comments and links.

Browse •

You can browse Flickr several different ways from the “Explore” page by clicking on “Maps,” “Tags,” “Groups,” “Sets” or “Time.” View different photos in different ways and specify your searches in the search bars with tags and keywords.

Search “Search” tab •

Browse photos related to specific topics or keywords by clicking the “Search” tab on the far right of the screen and entering search terms for the parameters defined (“Photos,” “Groups” and “People”).

B-33

MySpace Edit Information Profile On the home page click “Edit Profile” under the “Hello, National Alliance of

•

Preservation” greeting. Choose a profile category on the left side of the page and update or add any information to the text boxes. Do not forget to click “Save Changes” at the bottom of each category page when you finish editing that particular page’s information.

Drop-Down Menu Bar Use this menu to select a section to edit its information and easily find what you need. Roll your mouse over the names with arrows next to them to expand the options.

Mail Check your inbox, view friend requests and responses or send someone a

•

message. If this title is bold with a number in parentheses next to it, it means you have new messages and you should check them and respond to them immediately.

My Profile •

Edit the NAPC profile or view it as others see it by clicking on the “My Profile” link from the drop-down menu. o

My Apps – Browse applications to add to the NAPC profile.

o

My Blog – The MySpace blog is similar to Facebook Notes.


Add a new post - Click “My Blog.” On the left sidebar choose “Post New Blog.” Post the content in the text box and give it a title. Click “Preview and Post” at the bottom of the page. Proofread for

B-34

grammar and spelling errors. After you finish, click “Post,” or if you find something that needs to be corrected click “Edit.” o

My Comments – Monitor comments that people have made on your wall by checking this box.

o

My Favorites – Favorites is a way to bookmark people’s profiles you want to remember. To add a favorite, go to the profile you want to add and underneath the profile picture on the left-hand side click “Add to Favorites.”

o

My Photos – To add photos click the red arrow and then the “Upload Photos” link. Choose the photos to upload from you computer, give them titles and captions and put them in an album. Click “Save.”

My Friends •

Use this tab to browse for people, search through NAPC’s friends, view the “activity stream” (similar to the Facebook News Feed) and more.

More •

This bar gives you access to all the other social realms on MySpace. o

Apps Gallery - Find applications to improve the NAPC page.

o

Events – Create an event by clicking on the “Events” link and going to the “Create” tab. Fill in the required information and click “Save and Continue” to publish the event.

o

Forums – Find, follow and start discussion topics with members of the MySpace community. Choose a category from the drop-down menu on the left side of the page. The “General Culture, Arts and Literature” category will most likely be the most relevant category for NAPC posts and searches.


Write – To write a post click “Create New Topic” on the top right of the forum discussions page. Fill in the text boxes and click “Post” to publish the topic.




View – To view a thread click on the title of a post. Click “Reply” at the top right-hand corner of the thread page to post a response or comment.

B-35

o

Groups – Find groups of people with interests or goals similar to those of NAPC. Browse groups by clicking on specific categories. Further specify a groups search by clicking “Search Groups” and entering parameters or keywords to define the search.

Ning Home When you sign in you will access the home page. From this point you can update NAPC’s status by writing something in the text box on the right side of the screen. To post a link to share, click “Post a Link” and paste the URL into the text box.

Profile Click the “Profile” link at the top of the page to view NAPC’s profile as other users see it.

Edit •

To make changes to the profile click “Edit Your Profile” underneath the profile icon. The site will take you to the “Settings” page. See the “Settings” category below for directions.

B-36

Social Networks View •

Choose from the tabs at the top of the page to select from all social networks, most active networks, networks created by NAPC or recently visited networks.

Search •

Search for relevant social networks to join by typing keywords into the text box on the far right side of the page. Click on the network’s title to view its profile, or click “Join” on the right side of the page to join that social network.

Friends View all friends, recently updated friends or recently added friends by clicking on the appropriate tab at the top of the “My Friends” page. Search for more friends by clicking “Find More Friends” at the top right of the “Friends” page. This page also displays which social networks NAPC and your friends share.

Notifications This page shows you updated notifications such as messages, comments on your profile or other activity as they come through your profile and the social networks you manage.

Settings Choose from the tabs along the top of the page to select which information to edit. Remember to click “Save” at the bottom of the page before leaving each category page. You can also control e-mail notifications, privacy controls and social network settings by clicking on the appropriate links on the left sidebar.

B-37

Local Preservation Commissions Network Click on the Local Preservation Commissions icon or name to take you to the network home page.

Edit •

To edit any section of the page click the gray “Edit” button, the one with the pencil icon, on the right side of the box’s title bar. Fill out the required information and click “Save” to return to regular view.

WordPress Log in and click “My Dashboard” at the top right of the page. From the Dashboard page use the left sidebar to navigate important features. The large headings in the left sidebar have drop-down menus that offer more options.

B-38

Most Used Features New post •

To write a post click “New Post” on the left side of the top navigation bar. In the text box, under the phrase “Add new post,” type the title. The large text box is for the body of the post. o

Link – Highlight the word or phrase you want to make a link. Click the “Insert/Edit Link” button on the editor buttons bar above the large text box; it looks like a gray chain link. Insert the URL into the text field that says “Link URL” and click “Insert.” Leave “Target,” “Title” and “Class” blank.

o

Photos in posts – Move the cursor to where you want to insert the picture in the post. Click the “Add an Image” icon next to “Upload/Insert;” it looks like a gray square within a white square. If uploading an image from your computer, click “Select Files,” upload the images and create titles and captions. If linking to an online picture, paste the URL into the correct box and give it a title. You

B-39

can also choose different sizes and placements for the photos. Click “Insert into Post” when finished and the photo should appear in the post you are editing.


Edit– If you have a photo in the post but want to edit it, roll the mouse over the photo and click the photo icon that appears in the photo’s upper, left-hand corner. Edit the size, caption, title or link and click “Save Changes.”




Delete - Roll over the picture and click the red circle delete icon that appears in the photo’s upper, left-hand corner.

o

Tag – Under the “Post Tags” box on the right sidebar of the post editor, add a tag by typing the phrase or words for that post and click “Add.”


To delete a tag on a post, click the gray “x” next to the tag you want to delete.




Choose from tags you use most often by clicking “Choose from the most used tags” and click the tags you would like to include on that post.

o

Categories – Under the “Categories” box click “Add New Category” and type the name of the category to include.


Choose from existing categories by checking the box next to the category into which you want that post to go.

o

Spellchecker – Before you publish the post, check spelling by clicking the “Toggle Spellchecker” icon; it looks like the letters “ABC” above a check mark. Misspelled words are underlined in red, and if you right click on the misspelled word you will see a list of suggestions from which to choose. Click the on the correct word and Spellchecker will insert it into the post for you.

o

Publish – Publish the complete post immediately by clicking the “Publish” button under the “Publish” box.


To save a draft to publish later, click “Edit” next to “Publish Immediately” and set the date on which you want the post to go live.




To save the draft and edit it later, click the “Save Draft” button.

Pages The blog posts show up on the blog landing page, but you have options to create other pages to display additional information. To create a new page click the “Pages” link on the left sidebar and click “Add new” to create a new page.

B-40

Yahoo! Mail The Yahoo! Mail account is where all e-mails besides Google Alerts e-mails will come. Sign in by going to http://www.yahoo.com and clicking the “Sign In” link on the right side of the page. Enter your Yahoo! ID and password and click the “Sign In” button.

Mail

•

Click on the envelope icon that says “Mail” on the right side of the screen and then click “Inbox” on the left sidebar. If “Inbox” is bold and has a number in parentheses beside it, it means you have new messages.

B-41

Social Media Best Practices

The following tips and suggestions will help grow the NAPC social media tools by ensuring that the organization reaches out to and frequently engages with the audience to foster an ongoing relationship. The timeline proposal maximizes interaction opportunities while the content suggestions provide guidelines for initial uploads. Do not feel restricted to these guides; creative and unique uses of these tools are encouraged.

Daily •

Check Yahoo! Mail.

•

Monitor e-mail notifications of activity on Flickr, MySpace, Ning (both NAPC account and Local Preservation Commissions network) and the blog.

•

Check Gmail account for Google Alerts.

Several Times per Week •

Respond to activity on sites. o

If someone “Favorites” a Flickr photo, check out that person’s photos to see if he or she has anything to add to NAPC’s Infill Design group or a photo that NAPC can “Favorite” back.

•

o

Comment on discussions that arise.

o

Respond to comments posted on any of NAPC’s sites.

Monitor blogs, Web sites, news and other media for interesting or relevant posts on historic preservation. Spend at least four hours a week reading content and looking for information worth sharing. Most of this work can be done by monitoring results from Google Alerts via Gmail.

Weekly •

Choose a photo from the Infill Design Flickr group for Feature Photo Friday. Always have at least three weeks worth of Feature Photos lined up so that if a photo owner is late responding to the message you can move on and still have photos to present that week. o

Message the owner of the photo asking for permission to include the photo in the NAPC newsletter, listserv and to feature it on the Facebook page, MySpace and Local Preservation Commissions network site.

B-42

o

Ask for information about the photo and the project the photo captures. Include the information with the presentation of the photo in feature areas.

o

Every Friday, upload a photo to Facebook, MySpace, the Local Preservation Commissions network and the Feature Photo Friday Flickr album.

•

Update Facebook. Vary uploaded content by week so that different types are uploaded in rotation. Suggestions: o

Share an interesting link to a blog post, Web site, news story or other media. Always include a picture if possible and write at least one sentence about why this link is interesting and newsworthy. You can also state a reaction to it.

o

Post a note. Much of the content of notes will come directly through the blog, but if something pertinent arises that for some reason fits on Facebook but not the blog write about it in a note. Always include a photo with the note.

o

Add photos. They can be added by creating a new album or by adding photos to an existing album. When creating albums, always include a description and location. Include a caption for every picture, even if it is as simple as where the shot was taken. For compilation albums where there are many locations, such as CAMP, add the place and year to each photo for clarification.

o

Add another fan page to NAPC’s Favorites. Including relevant pages to the existing fan pages expands your reach and increases the size of your audience. After you add another page to NAPC’s favorite pages, message the administrator of that fan page and tell him or her why the page is relevant to the work NAPC does and how you think NAPC might interest that page’s fans. Request that the page add the NAPC page to its favorite pages.

•

Monitor social media metrics. See Social Media Metrics Guide for clarification.

•

Monitor the comments you post and the discussions in which you participate. Respond to comments directed to NAPC if necessary.

Monthly •

Find a new fan page on Facebook. Add the page to NAPC’s favorite pages and message the administrator of the page to request him or her to add the NAPC page to his or her page’s favorites.

•

Start a discussion or comment on a discussion already taking place on the Local Preservation Commissions network.

•

Find five new historic preservation photos on Flickr to “Favorite.”

B-43

•

Find one new Flickr group to join or submit a photo to a group of which NAPC is already a member.

•

Start or join a discussion in the Infill Design group or another of NAPC’s Flickr groups.

•

Seek out tools, applications, badges, widgets or other online improvements to add to the blog.

•

Browse Facebook for relevant and useful applications to add to the NAPC page.

•

Add friends to the MySpace page.

Periodically or As Needed •

Create a Facebook event. Always upload a picture to complement the event. Leave the guest list public and visible. Invite fans and encourage them to RSVP on the event page by sending a message sharing the link to the event page to all NAPC fans.

•

Welcome a new member to a network by sending the member a message or posting a welcome note on his or her profile.

•

Within a week after NAPC holds an event publicized on Facebook, message all guests and request that they write an honest review of the event or NAPC as a whole on the fan page. Provide a link to the “Reviews” application page in the message so fans can easily click through to the page.

•

Respond to inappropriate posts. If any fan-uploaded or fan-based content needs to be removed, message that fan to explain to him or her your reasons for removing the post. For content that cannot be removed, respond to it tactfully and publicly in the forum on which it was posted. NOTE: Just because something is negative or critical of NAPC does not mean it warrants being taken down. When you encounter unfriendly content do your best to contact the poster directly and offer to deal with the problem or provide an explanation. Remove content only as a last resort.

B-44

Social Media Metrics Guide

One of the most important aspects of social media implementations is monitoring the levels of engagement for each tool. Knowing what your audience responds to the best is critical so that you can continue to offer relevant content that most appeals to the people to whom you reach out. Many of the social media sites in which NAPC is involved have their own measurement tools that should be utilized on a periodic basis.

Facebook Insights “Facebook Insights” is the first page you will see when you go to “Ads and Pages.” Clicking on the word “Insights” underneath the title of the page will show you more in-depth demographic statistics for each menu item, including gender and age range. You can also access this page from the Editing dashboard by clicking “All Page Insights” on the right sidebar.

With Insights you can review statistics on page views, unique views, total interactions, wall posts, discussion topics, fans, new fans, removed fans, reviews, photo views and audio plays. The default graph shows page views, so to see a different graph click the arrow next to the title of the page and a drop-down menu will appear from which you can choose the graph you want to view.

B-45

Important Trends Check Insights weekly to monitor activity on the Facebook page. Be aware of when a spike in page views coincides with certain uploaded content. A spike in page views may signal that the most recently uploaded content is particularly popular with users. Upload similar content in the future to bring even more people to the page. For example, if you post an interesting link and note that your page experiences a spike in traffic, look for similar links to post because you now know that topic is popular with your audience.

Note that the “Page Views” graph can be misleading because it counts all page views, including multiple visits from the same person. The “Unique Views” graph gives a better idea of the amount of traffic coming to the site since it counts individual people instead of individual views.

Watch for new fans and note when they join the page. If there is a fan drive or announcement sent out over the listserv about Facebook and then you see a spike in new fans, it could mean people were not aware of the Facebook page before your announcement. Use conferences, newsletters and events such as CAMP and Forum to make announcements and raise awareness of the Facebook page. Check the fan statistics after these events and announcements to see if more fans join. If you do not see an increase in fans, you will need to increase your marketing of the page.

To download daily or weekly reports of the data and have them delivered to your account, click “Export Data” below the page name at the top of the screen. This way you can share the information with people who are not on Facebook.

WordPress Blog Stats To see statistics about traffic to the blog, page views and other information click “Blog Stats” on the left sidebar of the Dashboard. You will see a graph showing overall page views and links to other statistics with a small summary underneath.

Important Trends Check WordPress Blog Stats weekly to follow activity on the blog and to determine which posts and pages get the most response from readers. There are several statistics on which to focus and each area has graphs and charts that are easy to read and interpret.

B-46

Referrers •

These statistics show from where blog traffic comes if someone clicks through to your blog from another site. You will be familiar with most of the sites on this list, but visit sites with which you are not familiar. You should know from where all the traffic is coming so you can follow what happens on that site.

Top posts and pages •

This section sorts your most popular posts and pages by week, month, quarter or overall. Know which posts receive the most attention so you can provide similar content in the future.

Search Engine Terms •

This tool lists the terms that people input into search engines to find the NAPC blog. Be familiar with the terms that bring the most people to the blog so that you can tag posts with those keywords.

B-47

Clicks •

This tool breaks down the links within the blog posts that visitors clicked. Note the most popular ones and provide similar content in the future.

Blog Stats •

This tool provides basic information about the blog. Clicking the “Summary Tables” button displays the collective information in calendar form.

Incoming Links •

This section lists blogs that link to the NAPC blog. Be familiar with these blogs because they are probably relevant to NAPC and historic preservation.

B-48

Social Media Assistant Description

SOCIAL MEDIA ASSISTANT NAPC Executive Office Athens, Ga.

Intern needed to help maintain online presence and contribute to social media content for the National Association of Preservation Commissions. Duties will include: •

Maintain social networking sites (Facebook, MySpace, Flickr) by updating with current content including photos, videos and events.

•

Read blogs pertaining to historic preservation and post links on Facebook and MySpace to relevant and interesting stories.

•

Monitor and help grow the NAPC's Infill Design Group on Flickr. Seek photo contributions, monitor discussions and photo uploads.

•

Support the Local Preservation Commissions network on Ning. Generate publicity to raise awareness of the existence of the site and gain new users. Facilitate grassroots communication among local commissions to increase the success of their projects by using each other and NAPC's local and national resources.

•

Write posts for the NAPC WordPress blog, Preservation Notes by NAPC.

Minimal professional familiarity with the previously mentioned tools required, with the expectation you will learn and grow from the amount of independence and freedom this experience offers. The ideal student for this job is self-motivated, able to work independently, a creative thinker and possesses strong Web writing skills. Interest in historic preservation is a plus. This position is unpaid, but offers optional class credit. Requires 10 to 15 hours per week. Intern can work from home on his or her own time, but must meet with the NAPC director on a weekly basis.

NAPC is the only organization devoted solely to representing the nation's preservation design review commissions. NAPC provides technical support and manages an information network to help local commissions accomplish their historic preservation objectives. NAPC also serves as an advocate at federal, state and local levels of government to promote policies and programs that support preservation commission efforts.

B-49

APPENDIX C Push Week

Document List Push Week Proposal ...................................................................................................2 Push Week Handbill ....................................................................................................5 Push Week Poster ......................................................................................................7 Scavenger Hunt Online Form .......................................................................................8 Scavenger Hunt Answer Document ............................................................................. 10 Scavenger Hunt Prizes and Winners............................................................................ 13 Scavenger Hunt Winner E-mail .................................................................................. 15 Scavenger Hunt Prize Thank You Notes ....................................................................... 16 Trivia Information Tables .......................................................................................... 17 Trivia Spokesperson Information ................................................................................ 18 Trivia Night Attendance and Pictures........................................................................... 20 Ghost Tour Guide Information and Script .................................................................... 21 Ghost Tour Guides.................................................................................................... 29 Ghost Tour Teamwork............................................................................................... 30 Ghost Tour Poster .................................................................................................... 33 Ghost Tour Handbill .................................................................................................. 34 Ghost Tour Starbucks Promotion Labels ...................................................................... 35 Ghost Tour Suggestions ............................................................................................ 36 Ghost Tour Attendance and Pictures ........................................................................... 38 Tate Confirmation .................................................................................................... 41 Tate Payment Invoice ............................................................................................... 42 Tate Days Group Member Schedule ............................................................................ 43 Tate Days Instructions .............................................................................................. 44 Tate Days Attendance and Pictures............................................................................. 47 Poster and Handbill Distribution List ........................................................................... 48

C-1

Push Week Proposal

NAPC Push Week, officially titled Pre-Game for Preservation Week, was created to generate awareness and membership of NAPC and promote the importance of historic preservation. Push weeks are promotional event weeks generally held to jump start organizations, promote awareness and conduct fundraising.

Previously, push weeks have been extremely successful at generating awareness and group membership of student organizations on campuses around America.

NAPC Push Week will begin March 20 and will end March 26. The week will feature numerous events, both on and off campus, at varied times to maximize participation by accommodating students’ diverse schedules and interests.

Schedule Day One • Online Historic Preservation Scavenger Hunt launched Day Two • Trivia night at Wild Wing Café, Amici Café and Allen’s World Famous Hamburgers Day Three • NAPC booth at the Tate Center with tailgating games • Trivia night at Taco Stand and American Tavern Day Four • NAPC booth at the Tate Center with tailgating games • Trivia night at Doc Chey’s, Loco’s Grill and Pub and Sons of Italy Day Five • Athens’ Historic Hauntings Ghost Tour • Trivia night at the Blind Pig Tavern and Mellow Mushroom Day Six • Online Historic Preservation Scavenger Hunt closed and winners awarded

C-2

Timetable Pre-Push Week •

Hang posters throughout the University of Georgia campus and Athens.

•

Contact local media sources and distribute press releases and PSAs.

•

Discuss extra credit opportunities with history professors.

•

Send manager information letters to all participating trivia restaurants

March 22, 2009: Trivia Night Promotion •

6 p.m. Promote historic preservation trivia by distributing study guides at Amici.

•

9 p.m. Promote historic preservation trivia by distributing study guides at Wild Wing Café and Allen’s World Famous Hamburgers.

March 23, 2009: Trivia Night Promotion •

9 p.m. Promote historic preservation trivia by distributing study guides at American Tavern and Taco Stand.

March 24, 2009: Trivia Night Promotion •

9 p.m. Promote historic preservation trivia by distributing study guides at Doc Chey’s Noodle House.

March 25, 2009: Trivia Night Promotion •

9 p.m. Promote historic preservation trivia by distributing study guides at Mellow Mushroom.

•

10 p.m. Promote historic preservation trivia by distributing study guides at Blind Pig Tavern.

Push Week Day One: March 27, 2009 - Online Scavenger Hunt •

12 p.m. The online historic scavenger hunt is launched at http://www.tinyurl.com/napchunt.

Day Two: March 29, 2009 - Trivia Night •

6 p.m. Distribute NAPC and Pre-Game for Preservation materials to historic

C-3

preservation trivia night attendees at Amici Café. •

9 p.m. Distribute NAPC and Pre-Game for Preservation materials to historic preservation trivia night attendees at Wild Wing Café and Allen’s World Famous Hamburgers.

Day Three: March 30, 2009 - Tate Student Center and Trivia Night •

9 a.m. – 4 p.m. NAPC Pre-Game for Preservation activities at Tate Student Center Lawn

•

9 p.m. Distribute NAPC and Pre-Game for Preservation materials to historic preservation trivia night attendees at American Tavern and Taco Stand

Day Four: March 31, 2009 - Tate Student Center and Trivia Night •

9 a.m. – 4 p.m. NAPC Pre-Game for Preservation activities at the Tate Student Center Lawn

•

9 p.m. Distribute NAPC and Pre-Game for Preservation materials to historic preservation trivia night attendees at Doc Chey’s Noodle House

Day Five: April 1, 2009 - Ghost Tour and Trivia Night •

8 p.m. – 11 p.m. Athens’ Historic Hauntings Ghost Tour

•

9 p.m. Distribute NAPC and Pre-Game for Preservation materials to historic preservation trivia night attendees at Mellow Mushroom.

•

10 p.m. Distribute NAPC and Pre-Game for Preservation materials to historic preservation trivia night attendees at Blind Pig Tavern.

Day Six: April 2, 2009 - Online Scavenger Hunt •

5 p.m. Scavenger hunt drawings take place and winners are notified

Post-Push Week •

Send thank you letters to all participating businesses and departments.

•

Conduct a post-campaign survey to evaluate Push Week’s success and rate the increase in NAPC awareness.

•

Monitor local media’s coverage of events.

C-4

Push Week Handbill

Front

C-5

Back

C-6

Push Week Poster

C-7

Scavenger Hunt Online Form

This historic preservation scavenger hunt is sponsored by the National Alliance of Preservation Commissions. NAPC is the only organization devoted solely to representing the nation's preservation commissions. NAPC provides technical support and manages an information network to help local commissions accomplish their preservation objectives. Based locally in Athens, NAPC also serves as an advocate at the federal, state and local levels of government to promote policies and programs that support preservation commission efforts.

To find out more about NAPC, please visit http://www.uga.edu/napc.

Instructions: The following six questions can be completed using the names of historic sites in the Athens area. Please do not complete the scavenger hunt more than one time. Multiple submissions from the same individual will not be counted. The Scavenger Hunt can be completed between March 27 and 5 p.m. on April 2.

Fantastic prizes from local downtown vendors will be awarded to several winners chosen at random who successfully complete the scavenger hunt! Good Luck!

* Required

Name *

Please enter your contact information here. We will use this information to contact you if you are one of the lucky winners! * E-mail Address

The historic preservation movement in Athens was sparked in 1967 when a local house was rescued from demolition. This house is believed to be Athens’ oldest surviving residence and currently houses the Athens Welcome Center. * What is the name of this house?

C-8

This housed the local United Service Organizations, Inc, during World War II and is now listed on the National Register of Historic Places. * What is the name of this house?

Originally home to one of the first vaudeville theaters owned by an African-American in the United States, _________________ was opened in 1910 and is now on the register of National Historic Places. *

The chapel for the Lucy Cobb Institute, a boarding school for girls, was built in 1882. Abandoned shortly after World War II, the property was transferred to the University of Georgia in 1953. After careful restoration it is now considered the crown jewel of the Lucy Cobb Complex. * What is the name of this historic chapel?

A living tribute to the 12 founders of the Ladies' Garden Club of Athens was constructed on the University of Georgia campus in 1946. The Garden and its house are both on the National Register of Historic Places. * What was constructed in their honor?

In 1858 the University of Georgia commissioned the Athens Foundry to build ___________. This structure replaced the old wooden fence that surrounded the campus. The money was raised by selling the University's original botanical gardens. * What structure was built?

Submit

C-9

Scavenger Hunt Answer Document This historic preservation scavenger hunt is sponsored by National Alliance of Preservation Commissions. NAPC is the only organization devoted solely to representing the nation's preservation commissions. NAPC provides technical support and manages an information network to help local commissions to accomplish their preservation objectives. Based locally in Athens, NAPC also serves as an advocate at the federal, state and local levels of government to promote policies and programs that support preservation commission efforts. To find out more about NAPC, please visit http://www.uga.edu/napc. Instructions: The following six questions can be completed using the names of historic sites in the Athens area. Please do not complete the scavenger hunt more than one time. Multiple submissions from the same individual will not be counted. The scavenger hunt can be completed between March 27 and 5 p.m. on April 2. Fantastic prizes from local downtown vendors will be awarded to several winners chosen at random who successfully complete the scavenger hunt! Good Luck! Name: Please enter your contact information here. We will use this information to contact you if you are one of the lucky winners! E-mail Address: 1. The historic preservation movement in Athens was sparked in 1967 when a local house was rescued from demolition. This house is believed to be Athens’ oldest surviving residence and currently houses the Athens Welcome Center. What is the name of this house? Answer: Church-Waddell-Brumby House 2. This building housed the local United Service Organizations, Inc, during World War II and is now listed on the National Register of Historic Places.

C-10

What is the name of this house? Answer: Ware-Lyndon House 3. Originally home to one of the first vaudeville theaters owned by an African-American in the United States, _________________ was opened in 1910 and is now on the register of National Historic Places. Answer: Morton Theatre 4. The chapel for the Lucy Cobb Institute, a boarding school for girls, was built in 1882. Abandoned shortly after World War II, the property was transferred to the University of Georgia in 1953. After careful restoration it is now considered the crown jewel of the Lucy Cobb Complex. What is the name of this historic chapel? Answer: Seney-Stovall Chapel 5. A living tribute to the 12 founders of the Ladies' Garden Club of Athens was constructed on the University of Georgia campus in 1946. The Garden and its house are both on the National Register of Historic Places. What was constructed in their honor? Answer: Founders Memorial Garden

6. In 1858 the University of Georgia commissioned the Athens Foundry to build ___________. This structure replaced the old wooden fence that surrounded the campus. The money was raised by selling the University's original botanical gardens. What structure was built? Answer: The Arch

C-11

Submission Response: Thanks for participating in the Pre-Game for Preservation Scavenger Hunt! Keep your fingers crossed that you are a lucky winner. Winners will be contacted at 5 p.m. on April 2. For more NAPC fun join us for a ghost tour of historic Athens buildings on April 1 at 8 p.m. The ghost tour will begin at the Arch on UGA's North Campus. We can't wait to see you there!

C-12

Scavenger Hunt Prizes and Winners

C-13

C-14

Scavenger Hunt Winner E-mail Subject Line: Congratulations NAPC Scavenger Hunt Winner! Reply to: [email protected] To: (insert e-mail address) Date: April 2, 2009

Congratulations!

You have been chosen as one of our three winners for the NAPC Online Scavenger Hunt! We appreciate your taking the time to participate in our scavenger hunt and your interest in NAPC. If you have any questions about NAPC please feel free to contact us at [email protected]. Please respond to this e-mail with contact information so that we may deliver your exciting prizes!

Have a great day, Savannah Harp NAPC Campaign Team Grady College

C-15

Scavenger Hunt Prize Thank You Notes

C-16

Trivia Information Tables

C-17

Trivia Spokesperson Information

This information is for use on: Pre-Game for Preservation Trivia Night Study Guide Sponsored by: National Alliance of Preservation Commissions

Information for trivia host: This week's feature question on the topic of historic preservation is sponsored by the National Alliance of Preservation Commissions.

•

Based in Athens, NAPC is the only organization that is solely devoted to representing the nation's preservation commissions. NAPC provides an informational network to help local commissions accomplish their preservation objectives.

•

Join NAPC on Wednesday, April 1, at 8 p.m. at the UGA Arch for a free ghost tour of historic Athens.

Preservation Trivia Questions: 1. What University of Georgia building, constructed in 1832, is considered one of the most aesthetically pleasing buildings on campus because of its massive Doric columns and classic design? Answer: Chapel 2. Legend says that in the early 1800s, University of Georgia Professor William H. Jackson deeded ownership of a Quercus alba. Located at the corner of Finley Street and Dearing Street, the original Quercus alba fell in 1942, but was replaced by its son in 1946. Locally, it is now known as the

.

Answer: The Tree That Owns Itself 3. What Athens Civil War relic was built at the Foundry and now sits on the grounds of City Hall and faces north?

C-18

Answer: The Double-Barreled Cannon 4. What pink house was returned to Prince Avenue in Athens in 2004 after languishing in Stone Mountain for almost 20 years? Answer: T.R.R. Cobb House 5. What popular setting for weddings and events was built in 1840 and was home to the managing editor of The Atlanta Journal-Constitution? Answer: Taylor-Grady House

C-19

Trivia Night Attendance and Pictures

C-20

Ghost Tour Guide Information and Script

Tour Guide Audition Process Auditions were held March 3 from 9:30 a.m. to 10:45 a.m. in room 207 of the Zell B. Miller Learning Center. Auditions consisted of a brief interview and the retelling of a short narrative, the ghost story about the stairs that lead to nowhere in Joe Brown Hall. We suspect that audition numbers were low due to the snow remaining on the ground from March 1. Three students auditioned and were selected. The three remaining tour guides were recruited from acting classes and selected based on known acting experience, interpersonal skills and reliability. Story Writing Process Ghost stories were researched via Google and compiled from numerous articles from The Red & Black, Web sites and other media sources. Eight ghost stories were selected and the histories of the buildings and landmarks tied to the stories were researched via the UGA Web site. Then the history and stories were combined to create a ghost story script for the tour guides to follow. The ghost stories were arranged in order for the tours to run in a circular pattern around North Campus, beginning at the Arch and ending at Herty Field. The two stories about the sorority homes were inserted and told between long walking distances from one location to the next. The script was given to ghost tour guides on March 17 and a tour guide orientation was held on March 25. During the orientation the instructions and script were discussed. Tour guides rehearsed and were quizzed on NAPC talking points. Ghost Tour Operation Each tour guide was assigned a color. As attendees signed in, they were given a colored sticker and instructed to tour with that color group. Attendees were placed in groups of 12.

C-21

Logistics • Tailgater games for attendees to play during the wait were set up in a grassy area adjacent to the Arch. • Free food and drinks were supplied for ghost tour attendees. • A registration table was set up in front of the Arch, complete with: o

NAPC materials

o

A sign-in sheet requesting the name and e-mail address of attendees

o

Color-coded stickers

o

Tour guide color-coded tip jars

o

Scavenger hunt handbills

• The Athens’ Historic Hauntings Ghost Tour banner was hung behind the registration table and a ghost made from a sheet was hung from a nearby tree. Tour Guide Instructions Ghost Tour Leaders:

Thank you for dedicating your valuable time and energy to play a vital role in the National Alliance of Preservation Commissions’ Athens’ Historic Hauntings Ghost Tour. The tour will begin at the Arch and circle around North Campus, following the pathway outlined on your map. The stories on page two are written in order of your stopping destinations. The tour is on April 1 beginning at 8p.m., however the end time is indefinite. While the tour is free, we are suggesting participants tip their tour guides. Our suggestion to you is be as animated as possible to intrigue your groups and remind them you are working for tips. Requirements •

Arrive at the Arch by 7:30 p.m. on April 1.

•

Memorize all your stories. The use of note cards will not be permitted.

•

Wear a costume; preferably dress like a ghoulish historic individual.

•

Tell all your friends to come!

C-22

Talking Points The following talking points have been created to meet our campaign goals and increase awareness of NAPC and the importance of preservation. These talking points are aimed at members of the general public present at NAPC "Pre-Game for Preservation" events. Please become familiar with these talking points and address them during the introduction of each tour that you lead: •

April is National Historic Preservation Month.

•

The National Alliance of Preservation Commissions is a nonprofit organization devoted to representing the nation's preservation commissions. It provides information to help local commissions accomplish their preservation objectives. To kick start National Preservation Month 2009, NAPC is sponsoring "Pre-Game for Preservation" on the University of Georgia campus and in the Athens community.

•

The purpose of "Pre-Game for Preservation" week and the planned events is to encourage people to think about the history that surrounds them everyday.

•

Athens' commitment to historic preservation has appropriately led to the creation of the nickname the "Classic City."

•

The National Trust for Historic Preservation named Athens one of its 2009 Dozen Distinctive Destinations.

•

Students and locals alike have the opportunity to enjoy the town's history every day and participate in organizations such as National Alliance of Preservation Commissions, Student Historic Preservation Organization, the Masters in Historic Preservation Program and the UGA History Club.

Handbills If you would like to distribute handbills publicizing the ghost tour, you can pick them up March 27 and March 30 between 9 a.m. and 4 p.m. at the Tate Lawn. Best Regards, Holly Stiles and Nina Eyrich 828-361-1181 [email protected]

C-23

Tour Guide Script The following Athens historic ghost stories are tales that have been collected and collaborated from The Red & Black articles, Web sites and other media sources. They are merely guidelines. It is up to you to tell each of them in your own creative way. Be scary and funny and captivate your audiences! Introduction Welcome to the Athens/UGA Ghost Tour. My name is ________ and I will be you tour guide this evening. The southern United States is home to some of the world’s most haunted cities like Savannah, Charleston, Galveston and New Orleans. Athens is no exception. Founded in 1785, the University of Georgia is the oldest public university in America. The town and the university have survived the agony and tragedy of the Civil War and have seen their fair share of mysterious deaths. If these buildings could talk they would tell you the many tales of those who have passed and those who still linger. Tonight you will learn about the horrific secrets that haunt the walls of this town and campus. Let your imagination loose and who knows what we will encounter. Story One: Phi Mu Sorority House Location: Between the Arch and the Lustrat House History: The Phi Mu house was once home to Anna Hamilton. Her story is a gruesome tale. Two days before Anna’s wedding, her fiancée was killed in front of her eyes. In a drunken rage, Anna’s father stabbed her fiancée with a sword from his Confederate Army days. To cover it up, Anna’s fiancée was buried underneath the stairs and guests were simply told that the engagement was called off. Anna never recovered. Legend of Phi Mu: Year after year, girls living in the house claim incidents of mysterious crying coming from the top of the staircase. One group of sisters living in the house years ago pulled out an Ouija board in efforts to help solve the mystery and found the sound of the crying belonged to a girl named Anna Hamilton.

C-24

Story Two: The Lustrat House Location: The Lustrat House History: The Lustrat House is one of several professors’ houses built on campus during the 19th century. Originally located on the site of the Georgia Museum of Art, the building was relocated to its present location in 1903. The Lustrat House is one of two surviving professors’ residences; the Garden Club of Georgia Museum occupies the other extant dwelling. Angered by the move, Professor Charles Morris vacated the premises. Professor Joseph Lustrat's family occupied the dwelling from 1904 until 1927. Legend: The Lustrat House is haunted nightly by Major Charles Morris, who first occupied the house when it was built in the late 1840s. A former Confederate general, Morris was an eccentric man. After he died in the house, the University began using it as a faculty residence. His ghost rocks in an old rocking chair in the president’s office and roams the halls of the administration building. Story Three: Oconee Hill Cemetery Location: Jackson Street Cemetery History: Oconee Hill Cemetery was purchased in 1855 by the city of Athens when further burials were prohibited in the old town cemetery. The cemetery is divided into three distinct sections: the original memorial park, a section that was established after the Civil War and the Factory Burying Ground, where employees of the nearby Athens Manufacturing Company are buried. Numerous Georgia politicians, Confederate soldiers, former University of Georgia presidents and other notable Athens celebrities are buried here. Dean Rusk, former United States Secretary of State, and Ricky Wilson, guitarist in the rock band The B52's, are buried in this cemetery. Legend: Ricky Wilson’s ghost is said to be heard singing in the night. Some have reported to have seen the spirits of past Ugas haunting the graves and protecting visitors from evil spirits. Some believe that the Ugas’ spirits protect against the devil, who appear in the form of a black dog seeking out his next soul. Pause a final time for silence and listen for noises that may sound like barking dogs or singing.

C-25

Story Four: Alpha Gamma Delta Sorority House Location: Between Jackson Street Cemetery and the Fine Arts Building History: The Alpha Gamma Delta house was once the dwelling place of its founding family. It’s also the house where Susie Caruthers, daughter, hung herself after being jilted at the altar. Sadly, the groom did eventually arrive. He had been delayed because a bridge in Watkinsville washed out. Perhaps it’s not a coincidence that the house resembles a threetiered wedding cake? Legend: According to legend, passers-by catch glimpses of Susie in the attic window, the room where she killed herself. Doors have been known to open and close on their own, lights cut off randomly and then come back on, and sometimes things move around on their own. Girls who live in the "Engagement Suite" claim to have incredibly good luck in love, with marriages occurring magically within a year of leaving the room. Word to the wise, ladies: Susie’s a good friend to have. Story Five: James O’James in the Theater Location: Fine Arts Building History: The Fine Arts Building is home to a poltergeist named James O'James. Poltergeists are the most mischievous ghosts. They are invisible spirits unique in their ability to move objects. O'James is a kind of “phantom of the opera” for the UGA theater department. His name has mysteriously appeared in several programs. Many in the theater department prefer not to speak about O’James because these ghost stories are tied to sad moments for some. Legend: There have been untimely deaths in this theater. The first occurred when a young man committed suicide by hanging himself from the rafters. The legend goes that he was playing Romeo and fell in love with the girl playing Juliet. One night he heard Juliet talking to her real life boyfriend and telling him how gross it was to kiss her on-stage lover, Romeo. The heartbroken actor hung himself before the next performance. One should always leave a light burning in an empty theatre. Traditionally, the light is placed downstage center. A theater's ghosts always want to have enough light to see. Failure to provide this light may anger them, leading to pranks or other mishaps.

C-26

Story Six: The Staircase to Nowhere Location: Joe E. Brown Hall Getting lost in Joe Brown Hall can lead you nowhere. History: The stairway to nowhere in Joseph E. Brown Hall, home of the Comparative Literature Department, is an architectural oddity. Built in 1932, the building was originally a dormitory. Legend: A student committed suicide by hanging himself in his dorm during Christmas break. The dorm was sealed and the result was the staircase that leads into a wall. In an effort to banish the spirit, the department placed an enlarged photograph of the apartment of German writer Johann Wolfgang von Goethe at the top of the stairs. The photograph acts as an optical illusion making it seem like the staircase leads to other rooms. Whether this effort succeeded in banishing the spirit, or if there is even a spirit that haunts Joe Brown Hall, remains inconclusive. Some people claim to have seen a face looking in the windows of the building at night. Ask the group to be as quiet and still as possible and look for the face. Story Seven: The Founders Memorial Garden Location: The Founders Memorial Garden History: The gardens on the property were conceived, designed and installed during the tenure of Hubert Owens, the founder and first dean of the Landscape Architecture program at the university during the 1940s. Financial support for the installation of the gardens came from several individual garden club organizations around the state. Today, the Founders Memorial Garden is maintained by the College of Environment and Design, and serves as a teaching resource for the college as well as for other units across the campus. The Founders Memorial Garden honors the 12 founders of the first American Garden Club, the Ladies Garden Club of Athens, which was founded in 1891. Legend: The Voodoo Queen Luna was renowned for her ability to make anything grow, no matter how infertile the soil. A New Orleans native, Luna moved to Athens in the early 1800s to capitalize on her ability to make plants grow in the harsh the Red Georgia Clay. As tensions among slaves and their owners grew, people came to view Luna as an evil witch. One night an angry mob hung Luna and buried her beneath this very ground. A beautiful rose bush sprung up from her burial spot. The founder decided to make this spot the garden because it was the most fertile spot on campus. However, Luna became very angry that someone had taken over her gardening. The middle of the garden, directly above her body plants ceased to grow and a red, bloodlike substance drenched the soil. To solve this

C-27

problem, a statue was placed in the middle of the garden over this spot. Legend has it that blood seeps form the statue’s eyes at night. Story Eight: The Fog Location: Herty Field History: Herty Field was the University of Georgia's first football field, opened 1891. Herty Field was converted into a parking lot in the 1940s; however, it was converted back into a green space in 1999. Athens is famed for its post-game victory celebrations today, but the students will never beat the mountainous bonfire in 1910 on Herty Field. Following a victory, the students created a bonfire that quickly went out of control. It blew out every windowpane in three nearby campus buildings! Legend: The fog is known to play tricks on the mind, appearing unexpectedly and leaving people with uneasy feelings. It can turn the most well-known places into the favorite haunts of any ghost. Herty Field is no exception. Students and professors have often seen a man lurking around the former football field. Some people believe it is the ghost of George Woodruff, a former UGA quarterback. Woodruff was angered at the disrespect shown to the field when it was turned into a parking lot. People say that he appears on nights just after the last light is extinguished in surrounding buildings. Conclusion This is where I leave you. The story goes that spirits spend all night searching for the perfect hosts to possess. Once a spirit has found you, it never lets go. If you dare, hang around and maybe you’ll see a few spirits, but if you would like you can join me on my way back to the Arch and drop a penny or two in my tip jar for good luck. I don’t like the energy coming from this area and I don’t want to stick around to find out what happens.

C-28

Ghost Tour Guides

C-29

Ghost Tour Teamwork

Ghost Tour Preparation

Group Member

Preparation Position

Holly Stiles

Nina Eyrich

Megan Ward

Megan Peddycord

Jordan Holliday

C-30

•

Pre-Game for Preservation Week director

•

Tour guide recruiter

•

Tour guide orientation leader

•

Story research and compilation

•

Media contact

•

Banner creator

•

Poster and handbill distribution

•

Tate promotion

•

Ghost tour director

•

Story research

•

Script writer

•

Tour guide orientation leader

•

Banner creator

•

Poster and handbill distribution

•

Tate promotion

•

Tour guide orientation leader

•

Supplies coordinator

•

Schedule coordinator

•

Media contact

•

Banner creator

•

Poster and handbill distribution

•

Tate promotion

•

Media contact

•

Banner creator

•

Poster and handbill distribution

•

Tate promotion

•

Handbill and poster designer

•

Poster and handbill distribution

•

Tate promotion

Lauren Groblewski

Becca Bruni

Lacey Hatchett

Madison Kingery

Savannah Harp

Lauren Brander

•

Social media promotions director

•

Poster and handbill distribution

•

Tate promotion

•

Poster and handbill distribution

•

Tate promotion

•

Poster and handbill distribution

•

Tate promotion

•

Poster and handbill distribution

•

Tate promotion

•

Poster and handbill distribution

•

Tate promotion

•

Poster and handbill distribution

•

Tate promotion

Ghost Tour Positions and Supplies

Group Member

Holly Stiles

Nina Eyrich

Megan Ward

Event Position

Supplies Provided •

Popcorn

•

Event director

•

Ghost decoration

•

Photographer

•

NAPC handout

•

Media interviews

•

Check-in notebook

•

Intercessory tour guide

•

Ladder golf

•

Putt-putt

•

Chips

•

Oreo balls

•

Chocolate-covered pretzels

•

Tour departure organizer

•

Event director

•

Scavenger hunt handbills

•

Media interviews

•

Food table

•

Check-in table

•

Tablecloth

•

Tip containers

•

White board

•

Attendance stickers

C-31

Megan Peddycord

•

Check-in table

Jordan Holliday

•

Intercessory tour guide

Lauren Groblewski

Becca Bruni Lacey Hatchett

Brownies

•

Check-in table

•

Trash bags

•

Red velvet cake balls

•

Corn hole

•

Photographer

•

Jump ropes

•

Supply runner

•

Frisbees

•

Four square

•

Cooler

•

Food and drink manager

•

Cookies

•

Tour guide aid

•

Twister

•

Rice Krispies Treats

•

Soda and water

•

Corn hole

•

Cooler and ice

•

Table

•

Cooler and ice

•

Check-in table

•

Game manager

•

Tour guide aid

Savannah Harp

•

Intercessory tour guide

Lauren Brander

•

Tour guide aid

Madison Kingery

•

C-32

Ghost Tour Poster

C-33

Ghost Tour Handbill

C-34

Ghost Tour Starbucks Promotion Labels

To promote the Athens’ Historic Hauntings Ghost Tour, team members placed 240 labels on Starbucks cups to be distributed at the Epps Bridge Starbucks.

Label: Free! Athens' Historic Hauntings Ghost Tour! April 1 at 8 p.m. at the UGA Arches Sponsored by the National Alliance of Preservation Commissions

C-35

Ghost Tour Suggestions The 2009 NAPC ghost tour was a success. Throughout the night several attendees inquired about its continuation in years to come. As a result, we highly encourage that this event become an annual Athens tradition. If NAPC is unable to host the event, we feel that organizations such as the Student Historic Preservation Society or the Masters of Historic Preservation Organization would have great success with it. To ensure that the event continues to be successful, suggestions for improvement are outlined below. These suggestions focus on improving the flow of the tour, decreasing the wait time of attendees and enhancing the overall entertainment value of the tour. Suggestions for future ghost tours include: Date and Time •

Hold Athens’ Historic Hauntings Ghost Tour every year on April 1 to kick off National Preservation Month.

•

Set an end time for the tours. We suggest beginning the tour after dark at 8 p.m. Emphasizing that the last tour will leave the Arch at 10:45 p.m.

Price •

Based on the success of the first ghost tour, we believe that future ghost tours could serve as fundraisers. Focus group participants reported that they would pay $7 to $10 dollars for the ghost tour. We recommend charging $5 per tour, or NAPC could keep a percentage of the tour guides’ tips.

Check-in •

Set up two separate check-in tables to decrease wait times.

•

At each check-in table, have two separate areas for attendees to sign in and document their e-mail addresses. o

We encourage documenting attendees so that results can be measured and additional information about the hosting organization can be distributed to the attendees.

C-36

Food and Drink •

If you decide to offer food and drinks in the future, enough should be purchased to accommodate 500 people.

Tour Guides •

Continue to recruit acting students to serve as the tour guides. Recruit additional actors to dramatize select scenes at various tour sites.

•

A minimum of 12 tour guides is highly suggested to decrease wait time. o

With six tour guides in 2009, the wait time at 9 p.m. was one hour and NAPC group members had to step in as intercessory tour guides to decrease wait times.

•

Utilize Walkie Talkies to communicate with tour guides.

•

Require tour guides to check in at a designated point on the tour to ensure tours are running as scheduled.

Collaborations •

Team up with bars located in historic buildings downtown. Ask them to offer drink specials to those who present a ghost tour ticket or hand stamp. This extra incentive to attend the ghost tour will give people something to do while waiting for their tours.

Future Publicity •

In future publicity explain that the tours recur throughout the night. This clarification will decrease the amount of people who arrive immediately at the start time.

Special Guests •

Invite professional and amateur ghost hunters to the ghost tour. To increase interest among potential participants, publicize the ghost hunters who RSVP to the event.

•

Have people dressed up as old Confederate soldiers walking around downtown to publicize the event and to provide entertainment for attendees.

C-37

Ghost Tour Attendance and Pictures

C-38

C-39

C-40

Tate Confirmation

C-41

Tate Payment Invoice

C-42

Tate Days Group Member Schedule Monday Work Hours Becca Bruni Holly Stiles

Jordan Holliday

Lacey Hatchett Lauren Brander

Tuesday Work Hours 9 a.m. - 10:45 a.m.

9:45 a.m. - 11:10 a.m. 1:10 p.m. - 4 p.m.

1:30 p.m. - 4 p.m. 9 a.m. - 11 a.m.

9 a.m. - 10 a.m.

3 p.m. - 4 p.m.

9 a.m. – 12:15 p.m. 1:30 p.m. – 3:30 p.m. 1:30 p.m. - 4 p.m.

Lauren Groblewski

11 a.m. – 4 p.m. 9 a.m.-11 p.m. 9:00 a.m. - 11:30 a.m.

Madison Kingery

2 p.m. - 4 p.m.

Megan Peddycord

2 p.m. - 4 p.m.

9 a.m. - 11 a.m. 9 a.m. - 11 a.m. 12 a.m. - 2 p.m. 9 a.m. – 11 a.m. 12 p.m. – 12:30 p.m.

Megan Ward

1:30 p.m. – 2 p.m. 3 p.m. – 4 p.m.

Nina Eyrich Savannah Harp

12 p.m. - 4 p.m.

11 a.m. - 4 p.m.

9 a.m. – 10 a.m. 11:15 a.m. - 1:15 a.m.

12 p.m. – 1:30 p.m.

*Tate Days were rescheduled for March 30 and March 31, due to rain.

C-43

Tate Days Instructions

Set-up begins at 9 a.m. on both days.

1. Get all the supplies out of Tate Room 201, the Dawg Camp Office. 2. Set up supplies on the Tate Lawn, the green space located between the Bulldog Café and the UGA Bookstore. 3. NAPC Table a. Make sure the table is on level ground. b. Cover table with the yellow tablecloth. c. Hang the ghost tour banner on the fence behind the table. d. Set up all NAPC materials on the table. i. Newsletter ii. Ethics books iii. CAMP brochures iv. Forum pins v. Sprinkle the candy on the table vi. Push week handbills ▪ Distribute throughout the day vii. Ghost tour handbills ▪ Distribute throughout the day viii. Trivia night study guides ▪ Distribute throughout the day 4. Set up games a. Beer Pong Table i. Make sure it is on level ground ii. Fill cups with root beer iii. Refill as needed iv. Place extra supplies under the table b. Two Corn Hole Tosses i. Planks ii. Bean bags c. Ladder Golf Toss i. Two ladders

C-44

ii. Six roped balls d. Putt-Putt Golf i. Two putting greens ii. Two golf balls iii. Two putters e. Twister Game f. Frisbee g. Jump Ropes h. Four-Square i. One ball ii. Tape iii. Giant bubble blower

Games Suppliers 1. Corn Hole Toss a. Planks- Lauren Groblewski and Lacey Hatchett b. Bean bags- Lauren Groblewski and Lacey Hatchett 2. Ladder Golf Toss a. Ladders- Holly Stiles b. Balls- Holly Stiles 3. Putt-Putt Golf a. Putting greens- Holly Stiles b. Golf balls- Holly Stiles c. Putters- Holly Stiles 4. Root Beer Pong a. Beer pong table- Savannah Harp b. Cups- Megan Ward c. Root beer- Megan Ward 5. Twister- Becca Bruni 6. Frisbee- Lauren Groblewski 7. Jump Rope- Lauren Groblewski

C-45

8. Four Square a. Ball- Lauren Groblewski b. Tape- Holly Stiles 9. Giant Bubbles- Holly Stiles

Other Tate Days Supplies 1. Table- Megan Ward 2. NAPC Informational Materials- Holly Stiles 3. Banner- Holly Stiles 4. Candy- Megan Ward 5. Handbills- Megan Ward

C-46

Tate Days Attendance and Pictures

C-47

Poster and Handbill Distribution List

Pre-Game for Preservation Posters Distributed: 100 Ghost Tour Posters Distributed: 55

Pre-Game for Preservation and Ghost Tour posters were hung at the following locations: Starbucks Downtown Athens Epps Bridge Parkway Atlanta Highway stores Jittery Joe’s Five Points Barnett Shoals Baxter Street stores Aromas at Five Points Cups Coffee Café Two Story Coffeehouse Alpha Delta Pi house Beta Theta Pi house Phi Mu house Delta Gamma house Chi Omega house Kappa Alpha Theta house Kappa Kappa Gamma house Phi Psi house Sigma Pi house Delta Sigma Phi house Delta Zeta house Gamma Phi Beta house Alpha Kappa Lambda house Sigma Epsilon Phi house Alpha Omega Pi house Delta Delta Delta house Alpha Gamma Rho house

C-48

Kappa Delta house Phi Kappa Theta house Alpha Kappa Psi house Alpha Chi Omega house Kappa Alpha house Chi Phi house North Campus parking deck Gilbert Hall Terry College of Business Main bus stop next to UGA Library UGA Library Caldwell Hall Moore College Bulletin board on North Campus Terrell Hall Peabody Hall The Bar Code Cracker Barrel on Epps Bridge Parkway The Ramsey Student Center for Physical Activity East Campus Village The Summit mailboxes Barberito’s at Barnett Shoals Tate Student Center Greek Life offices Vision Video on Broad Street Riverwalk Townhomes mailboxes Biology Building Chemistry Building Physics Building Grady College Instructional Plaza Aderhold Hall Hugh Hodgson School of Music Myers Hall

C-49

Soule Hall Mary Lyndon Hall Rutherford Hall Reed Hall Payne Hall Morris Hall Brumby Hall Russell Hall Creswell Hall Student Learning Center

C-50

Appendix D Media Document List Media Contact List ......................................................................................................2 Media E-mail .............................................................................................................4 Public Service Announcement ......................................................................................5 Press Release ............................................................................................................6 The Red & Black Ghost Tour Article ..............................................................................8 Flagpole Calendar..................................................................................................... 10 Ghost Tour NewSource 15 Video ................................................................................ 11 Ghost Tour NewSource 15 Transcription...................................................................... 12 Columns Article........................................................................................................ 15 Athens Life Unleashed Blog Post................................................................................. 17 VisitAthensGA Tweets ............................................................................................... 19 TrueDawgs Tweet..................................................................................................... 20 Trivia Facebook Event Page: Sunday .......................................................................... 21 Trivia Facebook Event Page: Monday .......................................................................... 23 Trivia Facebook Event Page: Tuesday ......................................................................... 25 Trivia Facebook Event Page: Wednesday ..................................................................... 27 Scavenger Hunt Facebook Event Page......................................................................... 28 Ghost Tour Facebook Event Page ............................................................................... 29 Tate Days Facebook Event Page ................................................................................. 31 Public Relations Student Society of America Listserv E-mail ........................................... 33 Student Organizations E-mail .................................................................................... 34 Greek Community Listserv E-mail............................................................................... 36 History Department Extra Credit Request E-mail .......................................................... 38 Public Relations Communication Extra Credit E-mail ..................................................... 39 Facebook Status Updates .......................................................................................... 41 Twitter Posts ........................................................................................................... 47

D-1

Media Contact List

D-2

D-3

Media E-mail

Subject Line: Pre-Game for Preservation Week Reply to: [email protected] To: (insert e-mail address) Date: March 25, 2009

Dear (insert name),

The National Alliance of Preservation Commissions will host a “Pre-Game for Preservation” week March 27 to April 2. This week of events serves to promote awareness of historic preservation and will include: •

Weeklong online scavenger hunt

•

Games at Tate Student Center

•

Trivia nights at participating restaurants

•

Free ghost tour on April 1

Because we feel that your audience is one that will find our organization and events interesting, we would like for you to help us publicize these events by including the information from our [press release/PSA] in your [publication/broadcast]. We also invite you to attend any and all events in order to better understand our organization and what our goals are. We think that historic preservation is especially significant to Athens because of the high number of historic buildings on campus and downtown. Thank you, Megan Peddycord, [email protected] NAPC Campaign Team Grady College http://www.uga.edu/napc

D-4

Public Service Announcement

Contact: Megan Peddycord Phone: (336) 671-0330 E-mail: [email protected]

FOR IMMEDIATE RELEASE

:30 SECOND PSA—PRE-GAME FOR PRESERVATION WITH NAPC READY TO BE SPOOKED BY HAUNTED STORIES OF ATHENS’ GHOSTS? JOIN THE NATIONAL ALLIANCE OF PRESERVATION COMMISSIONS FOR A FREE HAUNTED GHOST TOUR OF ATHENS DURING “PRE-GAME FOR PRESERVATION” WEEK. THE HAUNTING STORIES WILL BE TOLD ON WEDNESDAY, APRIL FIRST AT EIGHT P.M. STARTING AT THE UGA ARCH. A DAY OF TAILGATING WILL BE HELD ON THE TATE STUDENT CENTER LAWN ON MARCH 30. JOIN NAPC AS WE SPREAD AWARENESS OF HISTORIC PRESERVATION THROUGH THE ATHENS COMMUNITY. MORE INFORMATION CAN BE FOUND ONLINE AT W-W-W-DOT-U-G-A-DOT-E-D-U-SLASH-N-A-P-C.

###

D-5

Press Release

FOR IMMEDIATE RELEASE Contact: Megan Peddycord [email protected] (336) 671-0330

NAPC HOSTS EVENTS TO PROMOTE HISTORIC PRESERVATION ATHENS, Ga. (March 25, 2009) - Athens is known for more than just its music and party scene. Its commitment to historic preservation can be seen all over town, and it is appropriately nicknamed the "Classic City." Students and locals alike have the opportunity to enjoy the town's history everyday and participate in organizations such as the National Alliance of Preservation Commissions.

As a nonprofit dedicated to historic preservation, NAPC provides education, advocacy and training to local commissions throughout the U.S. As a kick-off to National Preservation Month, NAPC is hosting a “Pre-Game for Preservation” week March 27 to April 1. The events that will be held throughout week along with the continued efforts of NAPC, aim to reach college students and spread interest in historic preservation to a wider audience.

A free ghost tour will be held on April 1 at 8 p.m. Tour guides will frighten the attendees with spooky tales as they walk from the UGA arch to several haunted Athens locations.

NAPC sponsored trivia nights will be held at several local Athens restaurants throughout the week. The feature trivia questions will be about Athens' preservation and historic buildings. Feature question winners will receive a free pitcher of beer provided by the hosting restaurant.

- more -

D-6

NAPC also invites everyone to participate in an online, week long scavenger hunt. The scavenger hunt can be found at http://tinyurl.com/NAPCHunt and answers can be submitted between March 27 and April 2. On April 2 three winners will be selected at random to receive prizes from businesses located in historic Athens buildings.

An abundance of "traditional tailgater games" will be at the Tate Student Center Lawn on March 27 and March 30 for student enjoyment. Information about upcoming activities and NAPC will also be distributed to participants and passers-by.

Trivia Night Schedule: March 29: • Amici Italian Café • Wild Wing Café • Allen’s World Famous Hamburgers March 30: • Taco Stand • American Tavern March 31: • Doc Chey’s Noodle House April 1: • Blind Pig Tavern • Mellow Mushroom

###

D-7

The Red & Black Ghost Tour Article

D-8

D-9

Flagpole Calendar

Flagpole Calendar NAPC Listings UGA Tate Center Mar. 27 & 30. FREE! www.uga.edu/napc

▼ Tailgater Games Games will include a beanbag toss, a football throw, a ladder golf toss and a miniature putting green. Part of the NAPC's "Tailgate for Preservation" week. Printed in the March 25, 2009 edition.

Various Locations 9 p.m. FREE! 336-671-0330, [email protected]

▼ Haunted Ghost Tour Members of the UGA drama department lead attendees around historic, haunted parts of Athens. Hosted by the National Alliance of Preservation Commissions. Printed in the April 1, 2009 edition.

D-10

Ghost Tour NewSource 15 Video The NAPC Ghost Tour video can be found at http://tiny.cc/GhostWalk.

D-11

Ghost Tour NewSource 15 Transcription Adam Sharpe:

An historic building, a beautiful garden. By day these places seem nice, but with nightfall come ghosts, ghouls and a lot of spooky stories.

Josh Rogers:

And the ghost appeared! Boo!

Adam Sharpe:

A UGA public relations class is telling the stories of these hauntings to anyone willing to listen in order to spread awareness for their client, the National Alliance of Preservation Commissions. The class, led by Megan Ward, a PR student at UGA, expected a low turnout but were in for a surprise when many more people showed up.

Megan Ward:

Our written goal was 50. And we’ve right now clocked over 400 individuals.

Adam Sharpe:

Those willing to brave the world of the paranormal were led by a tour guide around UGA’s North Campus.

Josh Rogers:

If you do find yourself possessed tonight…

Adam Sharpe:

Josh Rogers, one of the many tour guides, is a drama student at UGA and says that the tour was very fun for everyone involved.

Josh Rogers:

Not so many people are spooked, but they seem to be entertained, which I think is just as good.

D-12

Adam Sharpe:

One of the stops on the ghost tour was historic Joe Brown Hall. While this stairwell may look like it goes on forever, it actually doesn’t. Legend says that a student once hung himself in what used to be a dormitory here over Christmas break. The University then walled up the doors so no one can ever get in again. Spooky. Some had to wait as long as two hours to get on the tour which makes Megan Ward consider this a successful night.

Megan Ward:

Our goal was to increase awareness by a certain percentage, and we know that we’ve done that as of tonight and we’re thrilled. We could have never ever imagined this, but we could never be happier.

Adam Sharpe:

Adam Sharpe, NewSource 15.

D-13

Columns Article E-mail Subject Line: Historic Preservation Article Reply to: [email protected] To: [email protected], [email protected] Date: April 22, 2009 Ms. Dinkins, My name is Megan Peddycord and I am the media contact person for a Public Relations Campaigns class this Spring with Dr. Kaye Sweetser. Our client is the National Alliance for Preservation Commissions, an organization that is dedicated to historic preservation and is housed here at UGA. We would like to reach out to professors to illustrate the importance of promoting historic preservation in classrooms and across campus. Historic preservation can unite students, professors, other members of the community and student organizations with a common interest in preserving Athens' cultural heritage through its buildings and monuments. We feel that through Columns we will be able to speak to the faculty of UGA and to emphasize the accomplishments of NAPC, as well as the interdisciplinary aspects of historic preservation. We have written an article that we feel will be of interest to your audience and we would appreciate the opportunity to be included in your publication.

I have attached the article as both a Word document and a PDF. If you have any questions, feel free to contact me or our group leader, Megan Ward at [email protected].

Thank you for your time, Megan Peddycord [email protected] (336) 671-0330

D-14

Columns Article

Historic Preservation Unites UGA Campus With the University of Georgia located in a town of rich cultural heritage, historic preservation becomes relevant to more than just history students. Historic preservation is of interdisciplinary importance, uniting more than a dozen majors across campus. The values of historic preservation can be seen incorporated into programs such as art, landscape architecture and geography.

In January, the National Trust for Historic Preservation named Athens one of the nation’s “Dozen Distinctive Destinations.” In addition to the many notable buildings on UGA’s North Campus and in historic downtown, Athens boasts 16 neighborhoods on the National Register of Historic Places. James Reap, an associate professor in the College of Environment and Design at UGA, said, “In addition to providing valuable information, heritage buildings and landscapes give us a sense of place in the community.” Along with unifying groups, Reap also acknowledges historic preservation’s ability to protect the environment and “go green.” The historic preservation movement endeavors to preserve, conserve and protect buildings, objects, landscapes or other artifacts of historic importance, thus preventing the need to wastefully build new buildings. “The renovation of existing historic structures is the ultimate green building practice,” Reap said. “The energy to create them is already embodied in the structure and its renovation and reuse saves the energy required to demolish and dispose of them and create a new structure without expanding and extended the infrastructure needed to support their use.” The National Alliance for Preservation Commissions, a nationwide, nonprofit organization devoted solely to representing the nation's preservation design review commissions, is housed on the UGA campus. NAPC does not fit the concept most people have of a preservation group. By providing the resources and assistance local preservation commissions need, NAPC ensures that a crucial part of preservation is not neglected.

D-15

In response to an increasing interest in historic preservation among a younger generation, NAPC has incorporated new and different ways of interacting with its members. Additionally, NAPC is currently working to get students involved with the organization before they graduate and then maintain a relationship with these students after graduation.

"NAPC's presence on the UGA campus is a partnership between the organization and the College of Environment and Design,” says Drane Wilkinson, executive director of NAPC. “Because NAPC is at UGA, students come into contact with aspects of historic preservation they otherwise might not know about." To kick start April as National Historic Preservation Month and to reach a more diverse audience of students and other members of the Athens community, NAPC recently hosted a week of events culminating in a free ghost tour on North Campus. The tour featured haunted stories connected with historic UGA buildings.

With an unexpectedly high turnout, new groups of the community were exposed to the importance of historic preservation. More than 500 people from the Athens community attended the event and joined in on the ghost hunting. When individuals learn about their environments, including the buildings, structures and places that came before them, they can better appreciate what a town like Athens truly offers.

Both NAPC and UGA recognize that historic preservation is important for a community. It helps to safeguard the community’s heritage so that future generations cannot only learn from the landmarks of history, but also enjoy them. As Reap highlighted, historic preservation is an amazingly forward-looking discipline in spite of its emphasis on the past.

D-16

Athens Life Unleashed Blog Post

This blog post can be found at http://athens-lifeunleashed.blogspot.com

D-17

D-18

VisitAthensGA Tweets This tweet can be found at http://www.twitter.com/VisitAthensGA.

VisitAthensGA@ashleyharp I believe so! Ask @MegPeddy for sure!12:00 PM Apr 1st from web in reply to ashleyharp

VisitAthensGA Ghost tour tonight @ 8 with real ghost hunters @ the arch!5:43 AM Apr 1st from web VisitAthensGA Haunted Ghost Tour of spooky Athens places tomorrow at 8 pm at the arch hosted by NACP. I know Athens has something in its closet..10:25 AM Mar 31st from web

D-19

TrueDawgs Tweet

This tweet can be found at http://www.twitter.com/TrueDawgs

TrueDawgsFrom MegPeddy: There is a Ghost Tour group called NAPC that will be at the arch Wednesday at 8pm. Go Dawgs! 4:09 AM Mar 31st from web

D-20

Trivia Facebook Event Page: Sunday

D-21

D-22

Trivia Facebook Event Page: Monday

D-23

D-24

Trivia Facebook Event Page: Tuesday

D-25

D-26

Trivia Facebook Event Page: Wednesday

D-27

Scavenger Hunt Facebook Event Page

D-28

Ghost Tour Facebook Event Page

D-29

D-30

Tate Days Facebook Event Page

D-31

D-32

Public Relations Student Society of America Listserv E-mail

Subject Line: Pre-Game for Preservation Week Reply to: [email protected] To: (insert e-mail address) Date: March 26, 2009

Dear PRSSA Members:

The National Alliance of Preservation Commissions will host a “Pre-Game for Preservation” week March 27 to April 2. The week of events serves to promote awareness of historic preservation. The week of events will include:

•

Weeklong online scavenger hunt

•

Games at Tate Student Center

•

Trivia nights at participating restaurants

•

Free Ghost Tour on April 1

Read below for times and dates of trivia and ghost tour!

We also invite you to attend any and all events in order to better understand our organization and what we stand for. We think that historic preservation is especially significant to Athens because of the high number of historic buildings on campus and downtown.

Thank you,

Megan Peddycord, [email protected] NAPC Campaign Team Grady College

Attached: Press Release Push Week Schedule

D-33

Student Organizations E-mail

Subject Line: You are Invited! Reply to: [email protected] To: (insert e-mail address) Date: March 28, 2009

Dear (insert club name):

The National Alliance of Preservation Commissions would like to invite the members of (insert club name) to attend Pre-Game for Preservation Week, a week full of historic preservation festivities in Athens.

NAPC is the only organization devoted solely to representing the nation's preservation commissions and provides an information network to help local commissions accomplish their preservation objectives.

Join NAPC to participate in traditional tailgater games, show off your preservation knowledge at local trivia nights and be spooked by Athens ghost stories! You will find a full listing of details and dates below.

NAPC Tate Days: March 30 and March 31 Tate Day festivities include an array of traditional tailgater games set up on the Tate Lawn. NAPC information will be available for all to enjoy.

Trivia Nights: Amici Italian Cafe: March 29 Wild Wing Cafe: March 29 Allen's World Famous Hamburgers: March 29 American Tavern: March 30 Taco Stand: March 30 Doc Cheys: March 31 Mellow Mushroom: April 1 Blind Pig Tavern: April 1

D-34

NAPC-sponsored trivia nights will feature questions about historic preservation. Winners will receive free beer!

NAPC Scavenger Hunt: March 27 to April 2 Visit www.tinyurl.com/napchunt to show off your Athens preservation knowledge. Three winners will be chosen at 5 p.m. on April 2 to win fabulous prizes from local Athens vendors.

Athens’ Historic Hauntings Ghost Tour: April 1 at 8 p.m. Leaving from the University of Georgia Arch, this free ghost tour will be sure to entertain! Join us for spooky stories, yummy treats and those tailgater games that never get old.

If you have any questions regarding Pre-Game for Preservation Week or NAPC please contact Lacey Hatchett at [email protected].

We hope you join us for this week of festivities and enjoy all of National Historic Preservation Month.

Sincerely, NAPC Campaign Team Lacey Hatchett, [email protected] Grady College

D-35

Greek Community Listserv E-mail

Subject Line: Pre-Game for Preservation Week Reply to: [email protected] To: (insert e-mail address) Date: March 26, 2009

Dear (insert name),

I am working with an organization called the National Alliance for Preservation Commissions and we are hosting a week of events starting this Friday to help promote historic preservation in Athens. Not many people realize how many historic places are located in Athens, or why we are called the “Classic City.” By participating in our "Pre-Game for Preservation" week, you will learn about the town in which you live while supporting the preservation of Athens' landmarks. The week serves as the kickoff for National Preservation Month, and it includes everything from trivia nights at your favorite restaurants to a ghost tour of Athens' most haunted places. Come support a great cause, win some prizes and learn what makes Athens more than just a music and party scene!

NAPC Pre-Game for Preservation Schedule of Events: March 27: • Tate Day One- Tailgater games on Tate lawn from 11 a.m. – 4 p.m. • Online Scavenger Hunt begins March 29: • Amici Italian Café Trivia Night • Wild Wing Café Trivia Night • Allen’s World Famous Hamburgers Trivia Night March 30: • Tate Day Two- Tailgater games on Tate lawn from 10 a.m. – 4 p.m. • Taco Stand Trivia Night • American Tavern Trivia Night March 31: • Doc Chey’s Noodle House Trivia Night

D-36

April 1: • Athens’ Historic Haunting Ghost Tour- 8 p.m. at the Arch • Blind Pig Tavern Trivia Night • Mellow Mushroom Trivia Night

April 2: • Online Scavenger Hunt winners announced

Thank you, Megan Peddycord, [email protected] NAPC Campaign Team Grady College

Attached: Press Release

D-37

History Department Extra Credit Request E-mail Subject Line: Pre-Game for Preservation Week Reply to: [email protected] To: (insert e-mail address) Date: March 26, 2009

Dear History Professors,

My name is Holly Stiles and I am a member of Dr. Kaye Sweetser’s Public Relations Campaigns class. Our client, the National Alliance of Preservation Commissions, is hosting a weeklong series of events to promote awareness of historic preservation in Athens. NAPC’s "Pre-Game for Preservation" will be held March 27 to April 5, with events at the Tate Center and trivia nights downtown. The main event is the Athens’ Historic Hauntings Ghost Tour. It will start at 8 p.m. on April 1 at the Arch. My team and I would appreciate your announcing this fun opportunity to learn more about the history of UGA. Additionally, because of the educational nature of the program, we appreciate your consideration of giving students extra credit for attending the ghost tour.

Please reply if you will offer extra credit for attendance of the ghost tour.

Have a great day, Holly Stiles, [email protected] NAPC Campaign Team Grady College

D-38

Public Relations Communication Extra Credit E-mail Subject Line: Bonus: Ghost Tour with Press Release +.5 Reply to: [email protected] To: (insert e-mail address) Date: March 29, 2009

ADPR 5920:

Another bonus opportunity for you! You are invited to attend a free historic ghost tour on Wednesday starting at 8 p.m. then write a press release about the tour for +.5 on top of your final grade.

http://www.facebook.com/event.php?eid=72581961966

The release can be about the tour, about one or more spots on the tour, historic preservation in Athens or the "push week" for National Historic Preservation month that is going on right (ghost tour is key event of it).

To be eligible for the bonus, regardless of your release focus, you must attend the ghost tour.

All the best, Dr. Sweetser _________________________________________________ Kaye D. Sweetser, Ph.D., APR Assistant Professor, Public Relations University of Georgia Grady College 223-C Journalism Building Athens, GA 30602-3018 (p) 706-542-2409 (f) 706-542-2183 (e) [email protected]

D-39

Research Fellow Society for New Communications Research: http://www.sncr.org

Teaching Fellow UGA Lilly Teaching Fellows: http://www.ctl.uga.edu/faculty/fac_dev_programs/lilly/lilly.htm

D-40

Facebook Status Updates Lauren Groblewski: Thanks to the nearly 500 people who showed up for Athens' Historic Ghost Tour last night. Lauren Groblewski: Not afraid of ghosts you say? Then come to the Arch tonight at 8 p.m for a FREE Athens Historic Ghost Tour! http://budurl.com/NAPCghostTour. Lauren Groblewski: Trivia at Doc Chey's, 9 pm tonight! Free pitchers of beer for answering the historic preservation feature question right. I'll be there...will you? Lauren Groblewski: Wanna win sweet prizes and prove your superior scavenger hunt skills? See if you can do this....http://www.tinyurl.com/napchunt

Lauren Groblewski: I'll be at Trivia Night at Amici's tonight! Win the historic preservation feature question, get a free pitcher of beer! Lacey Hatchett: Win free stuff from barcode, crackerbarrel and starbucks! www.tinyurl.com/napchunt Lacey Hatchett: Holy goodness. This night could not have been more of a success! Lacey Hatchett: is currently wearing a cape. Make it worth my while, come to the NAPC ghost tour! Lacey Hatchett: Everybody's doing it. Be here. http://www.redandblack.com/home/index.cfm?event=displayArticle&ustory_id=06b640186bae-461b-b2b5-56fd74128c04 Lacey Hatchett: Free food + free soda + real ghost hunters = a rockin NAPC ghost tour tonight at 8 at the arch! Lacey Hatchett: Come to the ghost tour tomorrow rain or shine! Sport your galoshes and rain coats. It'll be fantastic!

D-41

Lacey Hatchett: Go do the scavenger hunt for NAPC to win free stuff: www.tinyurl.com/napchunt Lacey Hatchett: I broke down. Follow me on twitter for NAPC updates: @laceymh Lacey Hatchett: Wednesday, April 1: Ghost tour at 8 p.m. starting at the Arch. Be there! Becca Bruni: We have awesome prizes to give to 3 winners who fill out the NAPC Scavenger Hunt at www.tinyurl.com/NAPCHunt Thanks!

Becca Bruni: Want to show your preservation prowess? We have awesome prizes to give to 3 winners who fill out the NAPC Scavenger Hunt at www.tinyurl.com/NAPCHunt Thanks!

Becca Bruni: Reminder: Show off your preservation prowess by joining the whole NAPC team at Doc Cheys tonight for Historic Preservation trivia! WIN FREE BEER!!!

Becca Bruni: UGA Arch, 8 p.m. tomorrow night! Be there for the NAPC Haunted Ghost Tour of Athens!

Becca Bruni: Last call... NAPC Team trivia @ Doc Chey's starting at 9 p.m. - it is your last opportunity for free beer this week. We'll all be there, will you?

Holly Stiles: Got Classic City Knowledge? Today is your last day to use it to win sweet prizes. http://www.tinyurl.com/napchunt

Becca Bruni: SERIOUSLY awesome prizes at http://tinyurl.com/cfp433 for online NAPC scavenger hunt http://tinyurl.com/NAPChunt

Becca Bruni: Ghost tour tonight @ 8 with real ghost hunters @ the arch!

Becca Bruni: Last call for SERIOUSLY awesome prizes at http://tinyurl.com/cfp433 for online NAPC scavenger hunt http://tinyurl.com/NAPChunt April 2 is the deadline... Hurry Hurry!!!

D-42

Holly Stiles: Ready to be horrified by Athens Haunted Secrets! Free Ghost Tour at the Arch starting at 8 p.m. tonight! Complete with professional ghost hunters.

Holly Stiles: Guess who is coming to the Ghost Tour tomorrow! Real life ghost hunters! Becca Bruni and Nina Eyrich like this.

Holly Stiles: Think you know Athens? Fill out this scavenger hunt to find out and win awesome prizes!http://www.tinyurl.com/napchunt

Holly Stiles: Windy today, but SUNNY tomorrow! Perfect weather for tailgater games on the Tate Lawn!

Holly Stiles: Just finished up an interview with Megan at Expresso Royal...Check out the Red and Black Wednesday for an article on the Ghost Tour!

Holly Stiles: Economy=Bad :( Free Beer=Good :) Come see me at Full Contact Trivia at Allen's Trivia Night on Sunday. Get the historic feature question right and win FREE BEER!

Holly Stiles: Free UGA Ghost Tour!!! When: April 1 @ 8p.m. Where: Starting at the Arch Come learn about North Campus' history and tragedy.

Holly Stiles: Excited about NAPC's Pre-game for Preservation!

Becca Bruni: UGA Arch, 8 p.m. tonight! Be there for the NAPC Haunted Ghost Tour of Athens! There will be a team of REAL ghost hunters on site... Why WOULD YOU NOT be there??

Becca Bruni: Yay! We exceeded our goal with our NAPC online scavenger hunt!

Stephen Dysart: She wasn't lying, JAMES O' JAMES LIVES "The Fine Arts building is even rumored to have a poltergeist named James O'James" http://media.www.redandblack.com/media/storage/paper871/news/2005/10/31/News/Hallo ween.Brings.Out.Campus.Ghost.Stories-2570172.shtml

D-43

Nina Eyrich: The ghosts are out tonight- you should be too! Come show NAPC some lovetonight @ 8- THE Arch!

Nina Eyrich: RT @VisitAthensGA Ghost tour tonight @ 8 with real ghost hunters @ the arch!

Nina Eyrich: NAPC Team trivia at Doc Chey's!!

Nina Eyrich: Historic Preservation Trivia tonight at American Tavern!

Nina Eyrich: Want free cracker barrel? Take the NAPC Challenge at www.tinyurl.com/napchunt

Nina Eyrich: Wanna win sweet prizes and prove your superior scavenger hunt skills? See if you can do this....http://www.tinyurl.com/napchunt

Savannah Harp: Well hello there! You look like you would like to win one of three fabulous prizes fill out the NAPC Scavenger Hunt here www.tinyurl.com/NAPCHunt to win!!!

Savannah Harp: BARCODE Tonight!!! After NAPC Trivia at American Tavern and Taco Stand!!!

Savannah Harp: Doc Chey's Trivia night tonight! Answer the historic preservation question correctly and get a FREE pitcher of BEER!

Savannah Harp: Who ya gonna call? Ghostbusters! Athens Historic Haunted Ghost Tour Tonight!!!!! Be there, starts at 8:00 at the Arch!

Lindsay Hunt: We had fun at the ghost tour tonight!! Thanks for being our guide!

Jordan Holliday: Want to show your preservation prowess? We have awesome prizes to give to 3 winners who fill out the NAPC Scavenger Hunt at www.tinyurl.com/NAPCHunt Thanks!

D-44

Jordan Holliday: I'll be at Trivia Night at Wild Wing tonight! Win the historic preservation feature question, get a free pitcher of beer! It's a tough one...

Lauren Brander: I have awesome prizes to give to 3 winners who fill out the NAPC Scavenger Hunt at www.tinyurl.com/NAPCHunt Thanks!

Megan Ward: The Ghost Tour was a huge success! Thanks to everyone who came!

Megan Ward: Athens Haunted Ghost Tour tonight rain or shine! Can't wait to see you all at the Arch at 8!

Megan Ward: I have awesome prizes to give to 3 winners who fill out the NAPC Scavenger Hunt at www.tinyurl.com/NAPCHunt Thanks!

Megan Ward: Hey Guys! NAPC is giving free beer away Sunday night at Trivia at Amici's, Wild Wind and Allens. I have study guides with all of the right answers so lets go get some free beer and have some fun!

Megan Peddycord: is guess what... We had 550 people come to our Ghost Tour!!!! Thanks to everyone who came out and supported us!!!!

Megan Peddycord: I've been slaving over a stove making brownies all afternoontherefore you ALL better come to the ghost tour tonight at 8 pm at the arch and eat my damn brownies! Yay NAPC, yay baked goods, and yay ghost hunters!

Megan Peddycord: Seriously, do this scavenger hunt: http://tinyurl.com/NAPChunt You can win some truly awesome prizes, and you might even learn something! Plus, I'll be forever in love with you ;)

Megan Peddycord: who wants to go on a ghost tour with REAL ghost hunters tomorrow night? Be prepared to have your pants spooked off!

Megan Peddycord: Come out and support NAPC at Doc Chey's trivia tonight!! The official NAPC team will be competing, too- can you beat us? Plus, I really want a bowl of noodles...

D-45

Megan Peddycord: http://tinyurl.com/dj8dav Hooray for NAPC's Ghost Tour!!!!!!!

Megan Peddycord: Come hang out with the NAPC team at Tate today, play some games, enjoy the sun, and learn about all the cool stuff we're doing! p.s. I'll be there from 2-4!

Megan Peddycord: Who wants to try their luck at some fabulous prizes? Go to www.tinyurl.com/NAPCHunt and fill out the scavenger hunt! Yay NAPC!!

Megan Peddycord: Trivia at Amici's tonight at 5!! Come out, play with me, and support NAPC! p.s. eat some yummy food, too!

D-46

Twitter Posts

Media Tweets VisitAthensGA: Haunted Ghost Tour of spooky Athens places tomorrow at 8 pm at the arch hosted by NACP. I know Athens has something in its closet..

VisitAthensGA: Ghost tour tonight @ 8 with real ghost hunters @ the arch!

VisitAthensGA: Athens spooky spots http://tinyurl.com/dj8dav

TrueDawgs: From MegPeddy: There is a Ghost Tour group called NAPC that will be at the arch Wednesday at 8pm. Go Dawgs!

General Public Tweets franekybaby07: Trivia at Doc Chey's, 9 pm tonight! Free pitchers of beer for answering the historic preservation feature question right. I'll be there. ...

jenbignell: ghost tour .. auuhhhh!

matthewsuber: RT @VisitAthensGA: Ghost tour tonight @ 8 with real ghosthunters @ the arch!

Kristen_Coulter: @matthewsuber ghost tour! how cool! how often do they occur?

ndesp: trying my best to be productive. maybe a ghost tour tonight? i'm feeling adventurous.

Den_Den: Ghost tour anyone?

Tonyrucci: @sanhamel I am just wondering what I am gonna do the rest of the day. A ghost tour???

vanessafayecook: @Den_Den are you going to the ghost tour tonight??

D-47

dsender: ghost tour!

Smiles89: Ghost tour time!!

dendrophiLillia: Ghost tour is not an april fools day joke

spynotebook: @bexyb how late is the ghost tour going?

gabiklaes: attempting to write a paper while wishing I could have gone on the ghosttour :(

ericah: I'm on a ghost tour of North Campus! Fun!

katieholcomb: I liked the Ghost Tour!!

HannahKeating: Wish I could have gone on the ghost tour tonight! It looked awesome when I passed by!

SyreetaSmiles: Just got back from a Haunted/Ghost tour of UGA's campus.

lsmith23: Ghost tour tonight was so much fun!

whitneyknight: Back from the Ghost Tour. Evie is spending the night with me because we are wimps!

milwaukeeghosts: Ghost tour offered to raise awareness of historic preservation in Athens, GA: http://tinyurl.com/cqhgbv (expand)

SPerrett: RT @kaye holy crap Athens:if you haven't done the ghost tour at the arches then get down there now. IT WAS AWESOME! tours lv'ing every 5 min

whitneyknight: Athens Ghost Tour with the girlies tonight!

abrill: RT @SPerrett Athens - FREE Haunted Ghost Tour tonight @ The Arch @ 8 p.m. Ghost hunters will have paranormal equipment too! (via @NinaE87)

D-48

SPerrett: Athens - FREE Haunted Ghost Tour tonight @ The Arch @ 8 p.m.Ghost hunters will have paranormal equipment to test the sites! (via @NinaE87)

ballinbitch: OH: Tomorrow's NAPC Tate Day is going to be ballin' out of control. Come check it out 9 to 4 on the Tate Lawn.. http://tinyurl.com/d7x3lz (expand)

NAPC Team Tweets Bcb126: Thanks to everyone who made the NAPC Ghost Tour such a success! Expected 100 got 550! AMAZING!

Bcb126: RT @kaye campaign students promoting historic preservation. ghost tour held on rainy nite, expected 100. got 550. that's how Grady rolls. :)

Bcb126: Join a team of REAL ghostbusters tonight 8 p.m. at the UGA Arch for the NAPC Haunted Ghost Tour of Athens!!

Bcb126: RT @NinaE87 Amatuer ghost hunters with professional equipment coming to ghost tour tom night!

Bcb126: @megpeddy yay for all the NAPC press!

Bcb126: RT @VisitAthensGA: Athens spooky spots http://tinyurl.com/dj8dav YAY!!!

Bcb126: Just made homemade chocolate chip cookies for the NAPC Athens Haunted Ghost Tour tomorrow...8 p.m. UGA Arch - see you then!

Bcb126: Reminder: Join the whole NAPC team at Doc Cheys tonight for Preservation trivia! WIN FREE BEER!!

Bcb126: Want to show your preservation prowess? We have goodies to give 3 winners who fill out the NAPC Scavenger Hunt at

D-49

Bcb126: RT @NinaE87 free beer tonight to winners of historic preservation trivia at Taco Stand and American Tavern.

Bcb126: If you didn't make it to Tate today to play tailgater games with NAPC, no worries, we'll be there tomorrow too!! See you then!

Bcb126: Join the whole NAPC team Tueday night at Doc Cheys for Historical Preservation trivia - try your luck at winning free beer!!

Bcb126: Fill out the NAPC Scavenger Hunt at www.tinyurl.com/NAPCHunt for a chance to win one of three awesome prizes!!

Bcb126: Probably going to take a nap before heading to Allen's for NAPC trivia night!

Bcb126: RT:Try your luck at the NAPC Scavenger Hunt and win some fab prizes! www.tinyurl.com/NAPCHunt #NAPC

Bcb126: heading out w/ @laurgrob in a few hours to cover Athens in NAPC promotional posters for upcoming events!! hope the rain lets up...

LaurGrob: i think i get more work done sitting on the floor with @wardmegan than anywhere else #NAPC

laceymh: Situation analysis. Mondo information. Go #NAPC team. We'll get it done. Power session in Yarborough PR lab if you're interested!

MegPeddy: I'm well rested after a long pre-game for pres. week! Yay for #NAPC, we pulled it off!! Now back to work... :(

SavHarp: getting over a long night of ghostbusting, Yay NAPC!

laceymh: Ha obviously I meant doesn't. Not does! #NAPC

D-50

laceymh: Last night the #NAPC ghost tour exceeded expectations. But an event does equal a campaign. Gotta get crackin on the situation analysis!

wardmegan: NAPC Team - you guys rock!

jordandholliday: 9elebrating the end of our NAPC week!

bexyb: Thank you THANK YOU to everyone who came out to support NAPC's ghost tour tonight! So much fun and a HUGE SUCCESS! 550 attendees!

LaurGrob: Expected head count for napc athens historic ghost tour: 100. Actual head count: 550!!! Success!

laceymh: 550 at the ghost tour for #NAPC. shut the front door

bexyb: NAPC ghost tour at the arch looks. Like a huge success! Come check it out- it's free!

laceymh: at prssa meeting promoting #NAPC ghost tour!

NinaE87: The ghosts are out tonight- you should be too! Come show NAPC some lovetonight @ 8- THE Arch!

jordandholliday: Finished Italian paper. Now I can focus on the madness that is the#NAPC Ghost Tour tonight! 8 p.m. at the UGA Arch! Be there!

laceymh: just saw a tails up penny. didn't think it was good luck until the lincoln monument reminded me of historic preservation. NAPC is takin over

SavHarp: Ghostbuster costume in full effect! Rain or Shine! NAPC presents the one and only Athens Historic Ghost Tour tonight! 8 p.m. at the Arch!

D-51

laceymh: free food + free soda + real ghost hunters = a rockin #NAPC ghost tour at 8 at the arch tonight! Jodandholliday: Blogging about our NAPC Push week events: http://tinyurl.com/djocga

bexyb: @kaye Check out the NAPC family at trivia night at Doc Chey's!http://short.to/3dxp

bexyb: "ARE YOU CRYING? There's no crying! THERE'S NO CRYING IN CAMPAIGNS!"-- A League of their Own, NAPC-style

NinaE87: NAPC Team trivia at Doc Chey's!!

MegPeddy: Just prefaced my Doc Chey's with some cheese crackers. Can't wait forNAPC Team Trivia tonight!!

laceymh: Come to the #NAPC ghost tour tomorrow rain or shine! Sport your galoshes and rain coats. It'll be fantastic!

SavHarp: Can't wait for Trivia tonight at Doc Chey's! NAPC PR Campaigns showin' the love!!!!

jordandholliday: Tomorrow's NAPC Tate Day is going to be ballin' out of control. Come check it out 9 to 4 on the Tate Lawn! #NAPC

MegPeddy: Sunny day + NAPC Tate games + giant abortion posters = SUCCESS!

SavHarp: NAPC Trivia Night at American Tavern and Taco Stand tonight! Hmmmm.....maybe everyone should come to BARCODE afterward!!!

LaurGrob: <24 hrs & NAPC Haunted Ghost Tour @UGA Arch on Wed has 100+ RSVPs! We might need more tour guides! http://tinyurl.com/NAPCGhostTour(expand)

bexyb: NAPC has some competition today at tate... ours is way more fun

D-52

laceymh: come to tate for tailgating games! plus get in on all the free stuff #NAPCis offering!

jordandholliday: Setting up for NAPC Tate Day was taxing, but ladder golf was fun! Come by and check it out. There until 4 today, and 9 to 4 tomorrow. #NAPC

jordandholliday: Setting up for NAPC Tate Day was taxing, but ladder golf was fun! Come by and check it out. There until 4 today, and 9 to 4 tomorrow.

MegPeddy: Come hang out with the NAPC team at Tate today, play some games, enjoy the sun, and learn about all the cool stuff we're doing!

bexyb: Come challenge the NAPC team today in tailgater games at Tate-- Cornhole anyone?

LaurGrob: UGA students don't let abortion posters scare you away - Pre-Game for Preservation tailgate games and prizes @ Tate all day! #NAPC

MegPeddy: @bcb126 I can't wait for the NAPC team to dominate some trivia!

LaurGrob: RT @kaye: historic preservation trivia tonight @ Amicis (now), Wild Wing (7:30) & Allen's (9p) . Free beer to winners! #NAPC <- cmpgn client

LaurGrob: Loved having @kaye help us kick off NAPC pregame for preservation wk at amicis trivia tonight!

bexyb: Getting ready to head over to NAPC trivia night at Wild Wing- Come check it out! (7:30)

NinaE87: Historic Preservation trivia tonight at Amici's and Allen's in Athens. Free beer to the winners! #NAPC

D-53

MegPeddy: Off to Amici's trivia!! Let's go NAPC!

MegPeddy: Can't wait for trivia at Amici's tonight!! Everyone come support NAPC!

jordandholliday: Excited for NAPC trivia question at Wild Wing Cafe's trivia tonight. My team is coming back to win this week. #NAPC

jordandholliday: Just became a fan of NAPC on Facebook. It should go nicely next to my Battlestar Galatica fanpage. #NAPC

jordandholliday: RT:Try your luck at the NAPC Scavenger Hunt and win some fab prizes! www.tinyurl.com/NAPCHunt (expand) #NAPC

NinaE87: RT:Try your luck at the NAPC Scavenger Hunt and win some fab prizes!www.tinyurl.com/NAPCHunt (expand) #NAPC

MegPeddy: Try your luck at the NAPC Scavenger Hunt and win some fab prizes!www.tinyurl.com/NAPCHunt (expand)

NinaE87: Focus Group transcribing- meet your master #NAPC

NinaE87: will be getting the R&B wed, @WardMegan glad the interview went well! Go NAPC Campaigns team! #NAPC

wardmegan: @Kaye To finally answer your ? about the R&B they are doing an article on us on Wed. The interview went great today! Sooo Excited! #NAPC

NinaE87: Even in all this rain, I'm an NAPC poster hanging fool! #NAPC

wardmegan: YAY! The R&B loves #NAPC! These late nights are starting to pay off.

D-54

LaurGrob: woo! love that @wardmegan @jordandholliday and @megpeddy are up late to respond to my FB invite for trivia night! GO TEAM #NAPC!

LaurGrob: RT @kaye: @jordandholliday NAPC holla!

jordandholliday: Excited for the upcoming Pre-Game for Preservation week! Will be good to see all the campaigns work pay off. #NAPC

wardmegan: Making oreo balls for the #NAPC ghost tour! It will be a challenge to get them to the event without the team eating them all first.

MegPeddy: NAPC made it onto the PRSSA listserv! Hooray!!

laceymh: plan ahead: NAPC ghost tour next wednesday at 8 pm at the arch!#NAPC

LaurGrob: Just left NAPC client meeting. Looks like ill be doin lots research on ways to help his older generation superiors "get" this crazy SM thing

wardmegan: @bexyb Love the NAPC shoutout! We won't let a little rain stop us from being fabulous!

laceymh: look for NAPC in the Flagpole today!

bexyb: NAPC campaigns meeting- it's crunch time! Come check us out on the Tate lawn tomorrow in the torrential rain! Also- trivia all week!

LaurGrob: @bcb126 @wardmegan yea but i usually share the goods. NAPC hasn't experienced my talents yet i dont think. that needs to change.

wardmegan: @kaye @LaurGrob can make you red velvet cake balls everyday for the rest of the semester if all of NAPC gets an A!

D-55

wardmegan: Athens has officially been covered in NAPC fliers and @LaurGrob got the best workout of her life!

wardmegan: The NAPC Ghost Tour Guides are great! Everyone get excited!

MadisonKingery: wow ghost tour totally exceeded expectations! Around 500 people came, woo hoo!

MadisonKingery: Class, studying, ghost tour and Blind pig trivia later tonight. Oh and there will be amatuer ghost hunters at the tour!

MadisonKingery: Well, didn't win trivia... but perhaps tomorrow will be better at the Blind Pig, come by, same free pitcher for the right NAPC answer!

MadisonKingery: On the Tate lawn promoting NAPC come by and play!

MadisonKingery: About to post up at Tate for NAPC pregame for Preservation, come by and play! Don't forget to check out their ghost tour and trivia nights!

MadisonKingery: Rained out of Tate lawn tomorrow for Pre-Game for Preservation for NAPC, but come see me on Monday and play some tailgate games!

Kaye: campaign students promoting historic preservation. ghost tour held on rainy nite, expected 100. got 550. that's how Grady rolls.

Kaye: @MadisonKingery @MegPeddy @LaurGrob @WardMegan @NinaE87 @bexyb @bcb126 @laceymh @jordandholliday@SavHarp @HollyStiles GREAT JOB team NAPC!

Kaye: @SPerrett NAPC team isn't all girls - there is a boy on team too! did you go to ghost tour? how'd U like? i thought they did AMAZING job!

Kaye: holy crap Athens - if you haven't done the ghost tour at the arches then get down there now. IT WAS AWESOME! tours lv'ing every 5 min

D-56

Kaye: free ghost tour *rain or shine* Arches @ 8P http://athens-lifeunleashed..

Kaye: SERIOUSLY awesome prizes at http://tinyurl.com/cfp433 for online NAPC scav hunt http://tinyurl.com/NAPChunt

Kaye: RT @NinaE87: Amatuer ghost hunters with professional equipment coming to ghost tour tom night! <--- AWESOME! 8P @ arches!

Kaye: @JWMills im going to the ghost tour - OF COURSE! my stu come up with the most creative events, dont they?

Kaye: RT @VisitAthensGA: Athens spooky spotshttp://tinyurl.com/dj8dav <-- cmpgn client! come to free Athens ghost tour Thurs 8p

Kaye: historic preservation trivia tonight at Amici's (now), Wild Wing (7:30) & Allen's (9p) . Free beer to the winners! #NAPC <- cmpgn client

Kaye: just saw @MegPeddy @LaurGrob at #NAPC trivia nite at Amici's. historic preservation holla!

Kaye: UGA - Try your luck at the NAPC Scavenger Hunt and win some fab prizes! www.tinyurl.com/NAPCHunt (RT @MegPeddy@NinaE87)

Kaye: @WardMegan awesome! send me a link when the #NAPC story runs! exciting!

Kaye: RT @MadisonKingery Rained out of Tate lawn tomorrow 4 NAPC Pre-Game 4 Preservation but come on Monday & play tailgate games! <-cmpgn client

D-57

APPENDIX E NAPC Student Membership

Document List Student Membership Update........................................................................................2 NAPC Student Membership Invitation............................................................................3 SNAPC Proposal .........................................................................................................4

E-1

Student Membership Update

We did not act upon the creation of SNAPC as outlined in the proposal following a client meeting with Drane Wilkinson on March 17, 2009. The NAPC board feared that SNAPC would compete with other student organizations and requested that attention be re-directed to focus on individual student memberships. As a result of this decision, a student membership level of NAPC was created with distinguishing membership benefits including a reduced rate of $25. Upon approval student membership invitations were created and distributed to individuals originally targeted for SNAPC involvement, including members of related clubs and individuals who requested more information at Push Week events.

E-2

NAPC Student Membership Invitation

Dear club member, The National Alliance of Preservation Commissions would like to thank you for your interest in historic preservation in the Athens community and has a special offer for you. We hope you received our invitation for our Pre-Game for Preservation events and were able to join us as we launched April as National Preservation Month. If you had the chance to attend any of our trivia nights, visited us at Tate or attended the ghost tour, we appreciate your support. The National Alliance of Preservation Commissions is the only national organization devoted to supporting the work of local preservation commissions. Founded in 1983, NAPC provides technical assistance, training and advocacy for the thousands of local preservation commissions and architectural review boards throughout the U.S. At the core of its mission is service to NAPC members. Membership in NAPC can provide you, as an individual, a number of benefits, including access to NAPC’s Web site, a subscription to NAPC’s bimonthly newsletter, The Alliance Review, access to the NAPC listserv, access to the historic preservation resource library and the opportunity to apply for the NAPC scholarship to the biennial Forum. Additionally, membership provides access to networking opportunities with experts in the historic preservation field including the NAPC Director, Drane Wilkinson. NAPC membership dues for students are $25, a $10 discount from the regular membership price of $35. Although student membership information is not yet available on the Web site, you can still take advantage of this offer by printing the membership form, adding a note indicating your student status and attaching the $25 membership dues. For more information on this new student membership offer, visit our Facebook page or contact us at [email protected]. Please do not hesitate to contact us with questions or comments. Thanks again for your support, National Alliance of Preservation Commissions

E-3

SNAPC Proposal Student National Alliance of Preservation Commissions Student National Alliance of Preservation Commissions is an organization that gives campus student groups the opportunity to affiliate themselves with NAPC. Including SNAPC, NAPC has three levels of involvement, which are detailed below. The three tiers show the different opportunities available to the different levels of affiliation.

Executive boards of the nine University of Georgia student organizations listed below are scheduled to be invited to an introductory meeting on April 2, 2009, at the Founders House. Each club or organization will have an SNAPC representative who will attend monthly meetings and serve as a liaison between SNAPC and the organization. The monthly meetings will serve as opportunities for the SNAPC representatives to network with Drane Wilkinson and brainstorm activities for the clubs to host jointly.

Unaffiliated

Organization Affiliated

Individual NAPC

Organization

with SNAPC

Members

Price

Free

Free

$35/year

Newsletter

No

1 via e-mail

1 via snail mail

Web site

Full access

Full access

Full access

Listserv

No

Executive board

Yes

Forum

$190

$135

$135

CAMP

Yes

Yes

Yes

Resource library

Yes

Yes

Yes

Guest speakers

No

Yes

Yes

Scholarships

Yes

Yes

Yes

No

Yes, $25

No

Reduced NAPC membership

E-4

Orientation on April 2 will be an informational meeting, which will include an overview of SNAPC, introduction of the affiliated organizations and the selection of SNAPC representatives. A SNAPC logo is being designed and will be based on the original NAPC logo in order to increase familiarity and connection with NAPC. Organizations to be invited to SNAPC orientation at 6 p.m. on April 2 in the Founders House: •

College of Agricultural and Environmental Sciences Ambassadors

•

College of Agricultural and Environmental Sciences Graduate Student Association

•

Student Historic Preservation Organization

•

The Art History Society

•

Athens Emerging Green Builders

•

National At Education Association

•

Trans-Lamar: Lamar Dodd School of Art Graduate Student Organization

•

Demosthenian Literary Society

•

Phi Kappa Literary Society

E-5

APPENDIX F Display Proposal

Document List Conference Conference Conference Conference Conference

Display Display Display Display Display

Proposal ........................................................................................2 Image...........................................................................................4 Storyboards...................................................................................5 Storyboard Text .............................................................................8 Implementation Guide .................................................................. 10

F-1

Conference Display Proposal Introduction/Background One of the primary issues for NAPC is the lack of a standard display for conferences. In the past, NAPC has not had a standard booth display. This omission has created extra work for the organization by requiring them to prepare a new setup for each conference. However, a new display can easily be created to convey the desired message from NAPC and unify the look of the booth.

The foundation for the new display design is based on the previous years’ design. That booth consisted of an 8 feet by 8 feet space with a 7-foot high curtain backdrop and 3-foot tall curtain sides. It also had a draped table with two chairs. NAPC hung a backdrop measuring 6 feet by 6 feet displaying all of its programs. It also scattered an assortment of NAPC literature on the table, including The Alliance Review samples, CAMP and Code of Ethics brochures and membership forms.

Problem Statement The purpose of this proposal is to outline the plans for a new NAPC display for national conferences. According to Drane Wilkinson, the new display needs to quickly provide information about the following: •

The National Alliance of Preservation Commissions

•

NAPC’s mission

•

NAPC’s flagship programs, including technical assistance, CAMP and Forum, as well as tangible membership benefits such as a subscription to The Alliance Review and access to the NAPC listserv

•

NAPC is a membership organization

Goal To create a common display for the National Alliance of Preservation Commissions to use at conferences.

Objective To design and create a new display for the NAPC by April 1, 2009.

F-2

Project Methods In order to create a unified NAPC conference display, we redesigned the entire booth. The new design includes four key elements: a tri-fold display board, a curtain backdrop, two curtain sides with photos and a draped table displaying NAPC literature.

Project Outcomes The new conference display will help NAPC by both presenting information in a unified graphic display and decreasing the pre-conference preparation workload. The eye-catching graphics will attract conference attendees to the booth to seek out more information about NAPC. Relevant information, such as NAPC’s Web site address, is available for those interested in joining NAPC.

F-3

Conference Display Image

F-4

Conference Display Storyboards

F-5

F-6

F-7

Conference Display Storyboard Text INTRODUCTION: Overall Display The overall display will incorporate pieces from the original conference display, including the curtain backdrop, the table cover and the two side curtains. These aspects will be complemented by a new tri-fold conference display for the tabletop. This display will contain information about NAPC’s mission, flagship programs and ways to get involved with the organization. NAPC’s Web site address will be listed at the center bottom of the display.

PART A: Table The table will be an integral part of the display. The table should be covered with a black tablecloth preferably to match with the backdrop curtain and the NAPC logo. There will be a number of items on the table for the display. The first of these items is a tri-fold board summarizing the purpose of the National Alliance of Preservation Commissions. Along with the display board, NAPC-related materials should be displayed on the table. These materials include: •

The Alliance Review sample issue

•

CAMP brochures

•

NAPC Code of Ethics brochures

•

Membership forms

This literature should be displayed in a fan pattern in the listed order. (See below for example of fan pattern layout.)

PART B: Conference Display Board The tabletop conference display board is the focal piece of the NAPC booth. This display is a tri-fold board, approximately 6 feet wide by 3.5 feet tall. The background image is of streetscape in sepia tones, which will then be distorted to create softer lines in the picture. On top of the background, the NAPC logo will run across the top of the display, and the name of the organization will be underneath the logo. The three sides of the board will be split into three sections with different topics. They are as follows: •

Left: “Our Mission”

•

Center: “Our Programs”

•

Right: “Get Involved”

F-8

In the bottom center, the Web site address for NAPC, http://www.uga.edu/napc, will be displayed.

PART C: Curtain Backdrop The curtain backdrop from the original conference booth is now incorporated into the new display. The curtain is 7 feet tall and includes the NAPC logo bar across the top. This logo should be roughly 2 feet tall and run the width of the curtain. The curtain will be green to match the conference display board.

PART D: Curtain Sides The curtain sides from the previous displays are also incorporated into the new display. These curtain sides are 3 feet tall and approximately 2 feet wide that would hang on 6-foot tall poles. These curtains will be the same green color as the curtain backdrop. However, the curtain sides will contain several images such as photos of historic buildings or NAPC event pictures. The NAPC logo bar will run across the top of the banners. Each banner will have a black border across its top and bottom.

F-9

Conference Display Implementation Guide

The following measures should be taken to incorporate these different elements of the conference booth into a unified display.

Conference Display Graphic Print the designed graphic centerpiece for NAPC to have available for all future conferences. NAPC will have the graphics file so if, in the future, it wants to change the background photo or the color scheme, those changes can easily be made. Since the rights to the original focus group-tested photo could not be acquired, the background picture was changed to a new, royalty-free stock image. Since this photo has not been focus group tested, it would be in NAPC’s best interest to test the new photo before printing the display. Having a printed display incorporated into the NAPC booth will create an attractive focal point at conferences, and will also lighten the pre-conference workload for NAPC staff.

NAPC Logo Banner Acquire a printed NAPC logo banner to use at conferences. This banner will help to unify the display with the NAPC brand. The banner’s prominent position in the display helps conference attendees to easily identify NAPC’s booth. The NAPC logo banner also has many uses beyond the conference display booth.

Map and Poster Easels The CAMP map and Forum poster will be set on easels and incorporated into the conference display booth. The easels will be placed on either side of the table and will serve attract the attention of conference attendees. Since these posters are unique conversation starters, they will be more effective near the front of the display than hanging on the backdrop.

Photos Photos can be incorporated into the conference display in a variety of ways. They may be displayed on an easel as a poster like the map and the Forum poster. They could also be included on the backdrop or into a slideshow playing on a laptop computer on the table.

F-10

APPENDIX G Web Site

Document List Web Site Critique .......................................................................................................2 Web Site Update ........................................................................................................8

G-1

Web Site Critique After reviewing the National Alliance of Preservation Commissions Web site, http://www.uga.edu/napc, the NAPC campaign team found that the Web site is a good reference for current NAPC members to review general information about the organization. However, we have a few suggestions that will strengthen NAPC’s online presence by improving the Web site’s appearance, navigation, user interface and interactivity with current and prospective NAPC members. Implementing these changes will potentially increase Web site traffic by engaging constituents, particularly those between the ages of 21 and 35. The changes will allow NAPC to take advantage of the unique opportunities offered by the Internet, including the opportunity for the public to increase their knowledge and awareness of NAPC.

Make a Good First Impression The home page is the viewer’s first impression of the Web site. It is important that the viewer be able to immediately find any important information or relevant links. While a visitor who is a member of NAPC will already know where he or she needs to go for information a person who has never visited the Web site may have some difficulty.

As in newspapers, the most important part of the home page is “above the fold.” This section consists of the information the viewer first sees upon accessing the site, before scrolling down the page. We suggest that the standard NAPC logo be prominently displayed at the top of the page. Along with the logo we suggest the placement of a clear and concise explanation of what NAPC is and the NAPC Mission Statement.

We also suggest that a dynamic “News and Upcoming Events” box replaces the sample newsletter as the home page’s optical center. The optical center is the point located threeeighths of the way down the Web page. Also, information on education, advocacy and training would be better suited elsewhere on the Web site. Instead of having the newsletter icon, there could be a dynamic area with upcoming events, historic preservation news, videos and photographs. This area could feature photographs submitted by individual commissions and promote everything NAPC. Below this area could be a bulleted list detailing the items shown in the dynamic area and links to additional information. The

G-2

newsletter should have its own separate link on the sidebar and perhaps also on the "Join NAPC" page as an example of one of the membership benefits.

Create a Press Room A press room page is similar to a News and Events page and serves as a convenient source of information for journalists and other people interested in NAPC. Many organizations use the press room as a way to generate media coverage by providing all information needed by members of the media in one location. This eliminates the need to search the Internet or multiple pages of an individual Web site. The press room page should include press releases, NAPC fact sheets, media kits and other relevant information. Items and information should be listed chronologically and media contact information should be provided.

Graphics and Photos While the NAPC page is very informative it does not utilize graphics and photos as much as it could. The home page is always a key place to use strong graphics. As mentioned previously, the home page is the viewer's first impression and the standard logo should be prominently displayed. Enlarging the logo and using a widened header would be ideal.

The education, advocacy and training blurbs that are currently on the home page run too closely together and would be better as a link on the side navigation bar.

Another important aspect of graphics is text. The Web site has some areas where modification to the text would be beneficial. Throughout the Web site make sure that text is not too close together and is large enough for someone to read from their computer screen. The NAPC campaign team suggests enlarging the text, changing the spacing or adding bullets to lead the reader through the Web page. If a reader cannot easily read the copy, they are likely to skip over the information or navigate away from the Web page.

Photos are also a great way to grasp a reader's attention. Right now the pages of the NAPC Web site contain very little photography. Photos can easily showcase what NAPC is and what the organization does in just a glance. The home page is the first representation of NAPC. Placing better photography and graphics here will give viewers a clearer perception of NAPC.

G-3

Another link that could be included on the side navigation bar is a photo gallery. Historic sites and buildings located all over the U.S. could be displayed in this gallery, which could also contain enlarging and slideshow features. Additionally, NAPC could use this space to showcase a picture and description of a monthly project the organization is involved with.

Allow for Intuitive Navigation The Web site has a wealth of important and relevant information, but it can be difficult to find. The navigation bar on the left side of the home page is useful for navigating the site, but it is hard to read. The home page is skewed left, so there is plenty of room to make the navigation bar bigger without sacrificing valuable home page space. Text in the navigation bar should be at least a 12 point font, but there is enough room to make it bigger on your page. Also, all tabs in the navigation bar should be consistent in size and color.

Another important issue is making sure that the links within the Web site are constantly checked. Several links tested were no longer functioning. Also, the links on the “Online Design Guidelines” page would be more aesthetically pleasing if a user could simply click on a name, such as “Bessemer,” to reach a new site instead of seeing the entire address. The organization by states is a quick way for a reader to find what they are looking for; however the page gets very lengthy with all the links. Including a graph or chart with state names that, when clicked on, lead to the links for each state would more viewable and make the page much shorter.

The “Preservation Links” page is a resource with great potential. However, the subject list at the top of the page is so small that it is difficult to read. We suggest making the type of the subject list larger. Consistent font size is essential for a unified Web site. We noticed that the font sizes were different for several subjects, such as “Native American Resources” and “Organizations.” It may also be beneficial to select a few “most popular” links in each section and display a brief summary of the site.

Humanize NAPC A section highlighting recent accomplishments of NAPC members’ work would help a visitor to understand the scope of NAPC as an organization. The section could be titled something like "Memorable Members" and it would attach names and faces to projects. Not only will

G-4

showcasing this humanize NAPC, but it will make your organization more recognizable and memorable to the readers that view these stories. Member commissions may contribute more to the NAPC Web site if they see they will receive recognition and publicity for their work. Make sure that instructions for member commissions to post an accomplishment are available and easy to follow.

An expansion on this idea is to add a “Member of the Month” section. In this section, NAPC could highlight the work of a particular commission or individual member. It would be a chance to highlight the work of a deserving member, to inspire creativity and to inspire new ideas in other member commissions. Also, an option to nominate an individual or fellow commission could inspire companionships.

Spread the News A simple way to keep Web readers engaged and up-to-date without much effort is by providing bulletins and discussion forums on your site. These forums allow for readers to start discussions on their own topics and stay involved on the site. They will also give NAPC an opportunity to see what the readers are interested in at the moment. Bulletin boards are great for keeping an active audience on your site.

Also, we suggest creating a historical preservation social network with Ning. Ning is a platform that helps you create your own social media network for the audience you interact with. This would be a great way for historical preservationists to come together online.

Integrate Social Media Social media Web sites are becoming more and more popular. Creating and integrating one or more social media Web sites with the NAPC Web site could aid in bringing more traffic to the NAPC page and increase the awareness of your presence on the Internet.

G-5

Index of Suggested Web Site Changes Make a Good First Impression •

Display the NAPC logo at the top of the NAPC home page in place of the current graphic.

•

Place a brief explanation of NAPC and the mission statement with the logo.

•

Replace the sample newsletter with a dynamic “News and Upcoming Events” box as the focal center of the home page.

•

Create a dynamic “News and Upcoming Events” box that scrolls through descriptions of recent historic preservation news, events and photographs and can link the user to more detailed information.

•

Place a link to the newsletter either on the side navigation bar or on the “Join NAPC” page.

Create a Press Room •

Create a press room page that includes press releases, NAPC fact sheets, media kits and other relevant information such as a media contact representative.

Graphics and Photos •

Increase the use of graphics and photos throughout the Web site.

•

Enlarge the standard logo and widen the header.

•

Create a link on the side navigation bar for a page containing the detailed information on education, training and advocacy.

•

Throughout the Web site adequately space the text and make it large enough to be legible on a computer screen.

•

Utilize bulleting more effectively.

•

Create a photo gallery of pictures of historic buildings and sites located throughout the U.S. o

Include a link to the gallery on the side navigation bar.

o

Create a slide show feature for the pictures.

o

Feature one picture each month and provide an explanation of NAPC’s involvement.

G-6

Allow for Intuitive Navigation •

Increase the size of the navigation bar so that the page is no longer skewed left.

•

Increase the size of the text in the navigation bar so that it is 12-point font or larger.

•

Ensure that all tabs and links in the navigation bar are consistent in size and color.

•

Constantly check to ensure that all links in the navigation bar function and delete those that do not.

•

Remove the entire address associated with each name on the “Online Design Guidelines.”

Humanize NAPC •

Add “Memorable Members” section to the Web site to highlight members’ accomplishments.

•

Add “Member of the Month” section to highlight work of different members or local commissions.

Spread the News •

Create bulletin boards and discussion forums on the Web site.

Integrate Social Media •

Create and integrate one or more social media program into the NAPC Web site.

G-7

Web Site Update During the public relations campaign for the National Alliance of Preservation Commissions, one of the established goals was to increase the number of visitors to the NAPC Web page. In order to help NAPC achieve this goal, an overall critique of the NAPC Web site was completed. The Web site was analyzed and suggestions were compiled in the following critique and presented to the client on March 17. After reviewing the critique and suggestions, a decision was made to submit the critique to the appropriate individuals within NAPC and continue its implementation through NAPC committees. Based on these decisions, the information has been provided to the client in a format that can be easily shared and executed at a later time with hopes that traffic on the Web site will ultimately increase.

Therefore, as requested by the client, the actual changes suggested in the Web site critique will not be executed by the campaign team. Additionally, the original campaign team goal was redirected since no immediate changes will be made.

G-8

APPENDIX H Newsletter

Document List Reformatted Newsletter ..............................................................................................2 Newsletter Index of Suggested Changes ..................................................................... 26 Newsletter Update.................................................................................................... 29

H-1

Reformatted Newsletter

H-2

H-3

H-4

H-5

H-6

H-7

H-8

H-9

H-10

H-11

H-12

H-13

H-14

H-15

H-16

H-17

H-18

H-19

H-20

H-21

H-22

H-23

H-24

H-25

Newsletter Index of Suggested Changes After reviewing the National Alliance of Preservation Commissions’ sample issue of The Alliance Review, we have found this newsletter to be a great source of information for NAPC members. However, we have come up with some suggestions that we think would help The Alliance Review to better serve its purpose for readers. Incorporating these changes will help make the newsletter more readable and better organized. These suggestions will help NAPC to utilize the newsletter as a major source of information regarding historic preservation. Layout The current layout used in The Alliance Review remains consistent throughout the newsletter with exceptions on a few pages. While consistency is important, it can also get visually stagnant. In the sample newsletter we created, we use a similar layout but alter a few things to cater to each article and avoid being monotonous. We added shaded headers with the headlines in white font to contrast and balance the white space throughout the newsletter. These shaded headers provide a focal point and guide for the reader. Additionally, the header helps the reader determine what to read first and the most important portions of each page. Currently The Alliance Review has headers on all pages, even the pages that are continuations of the same article. These headers can be confusing and may look like a new article has started. Removing headers from these pages allows more space for text and an easier flow within the same article. We moved the headers and footers closer to the edge of the page to allow more space for text in the sample issue. •

Avoid monotony with slight variances in layout.

•

Create unifying headers.

•

Eliminate unnecessary headers to create text space.

Headlines and Subheads Headlines should all be in the same typeface and similar in size. The Alliance Review uses the same font for most, but not all headlines. Additionally, subtitles throughout the current newsletter are in the same size and typeface as the headlines. Subtitles should be of a smaller font and typeface to differentiate them from the title or headline of an article. Throughout the newsletter, we have changed all the headlines to a much larger, white font

H-26

on a gray header. Subheads are in a different font than the headline and taken out of the header box. Another tactic used in the current issue of the newsletter that we have transferred to the sample is using italics and boldface to offset special copy. Using boldface type to accentuate certain points is one way to break up wordy articles. In the sample newsletter we used tactics similar to those already employed, as well as shaded and lined boxes around main points in longer articles to help break up text. •

Use same typeface and similar sizes for all headlines.

•

Use smaller font and typeface for subtitles.

•

Use italics and boldface to offset special copy.

Edit Articles for Consistency One component of an engaging newsletter is a variety of articles and stories. The Alliance Review contains an assortment of articles and submissions by different authors. While this variety is important, the articles also need to be consistent. Based on the errors we saw, we edited some of the articles so that they are all in AP Style. This change ties the newsletter together by providing a similar style of writing from article to article. •

Be varied with articles and stories.

•

Make sure all articles are edited in AP Style.

Photos and Graphics The Alliance Review is a highly text-based newsletter. The graphics and photos are minimal, therefore they should be as relevant as possible. Almost all of the real photos used as examples were relevant to the articles in which they were included, aside from one. "The Art of Negotiation" article contained one photo with little relevance to the copy. In the sample issue, this article was broken up using large shaded boxes with pull quotes added instead of using this photo. This change broke up the lengthy text of the article. Also, the clip art used seemed irrelevant to the information provided. In the "State News & Notes" section, we removed the state icons and divided the readers’ comments based on topic. Furthermore, removing the picture of the gophers in the "Heads Up" article and the picture of old books in the "How to Keep Your Commission out of Court" article allowed more space for font and a larger, relevant drop quote. When pictures are used within an article it is important to keep the captions near the pictures they describe. For the most part, the original article followed this rule throughout

H-27

the newsletter, except for in the "The Good, The Bad and the Utterly Ridiculous" article. We suggest moving the captions in this article so they are beside or underneath the pictures they describe. This change is especially important to avoid confusion in this particular article because it contains personal comments and information about the people submitting the photographs. •

Make sure photos are relevant to the articles to which they are related.

•

Eliminate irrelevant pictures to create space.

•

Keep captions near the picture they describe.

Overall Readability Most of the changes we suggest are to increase the overall readability of the newsletter and each article within it. In order to avoid crowding the pages in the sample issue, we changed the margins to increase font size, and we used more white space in headers and footers. We added graphic boxes and pull quotes to break up the text in the two longest articles, "Preservation Ordinances" and "The Art of Negotiation." All the shorter articles should have adequate spacing between items and sufficiently large font, especially when using subheads. Widening the margins by a small amount and increasing the spacing between lines and columns can make a one-page article much easier to scan or read through without crowding a page full of information. Implementing a few small changes can make a world of difference on paper and to the reader. •

Create margins that allow for adequate spacing and readable font sizes.

•

Use pull quotes to break up text.

H-28

Newsletter Update The National Alliance of Preservation Commissions has established a goal to reach a larger group of individuals in the 21 to 35 age range. To help NAPC better reach this target audience, we suggested changes to existing NAPC material. The NAPC bimonthly newsletter is a wealth of information for NAPC members. However, the newsletter would better serve its purpose and appeal to a larger group of individuals, if changes were made to the layout and graphics.

Several items were created for the clients use. We redesigned a newsletter to use as an example for NAPC. We hope that NAPC will use this document to implement some beneficial changes to their newsletter. The suggestions included in the redesigned newsletter were compiled into an index for the clients review.

We discussed this project during a meeting with Drane Wilkinson. As a group, we decided that the campaigns team would not implement these changes; rather the suggestions would be taken under advisement NAPC. The client decided that changes to the newsletter would need to be completed by an NAPC committee after approval from the organization’s board of directors.

H-29

APPENDIX I Team Organizational Materials Document List Team Member Information ..........................................................................................2 Team Timesheet ........................................................................................................5 Time Breakdown by Category ......................................................................................6 Time Breakdown by Week ...........................................................................................7 Team Leader Weekly Meeting Agenda: Jan. 27, 2009 .....................................................9 Team Leader Weekly Meeting Agenda: Feb. 3, 2009 ..................................................... 10 Team Leader Weekly Meeting Agenda: Feb. 10, 2009 ................................................... 11 Team Leader Weekly Meeting Agenda: Feb. 17, 2009 ................................................... 12 Team Leader Weekly Meeting Agenda: Feb. 24, 2009 ................................................... 13 Team Leader Weekly Meeting Agenda: March 3, 2009 .................................................. 14 Team Leader Weekly Meeting Agenda: March 17, 2009................................................. 15 Team Leader Weekly Meeting Agenda: March 24, 2009................................................. 16 Team Leader Weekly Meeting Agenda: March 31, 2009................................................. 18 Team Leader Weekly Meeting Agenda: April 7, 2009..................................................... 19 Team Leader Weekly Meeting Agenda: April 14, 2009................................................... 20 Team Leader Weekly Meeting Agenda: April 21, 2009................................................... 21 Team Schedule ........................................................................................................ 22 Deadlines Chart ....................................................................................................... 27

I-1

Team Member Information

I-2

I-3

I-4

Team Timesheet

Team Members

Total Hours

Megan Ward

265.3

Lauren Brander

227.65

Lauren Groblewski

215.5

Holly Stiles

237.55

Becca Bruni

128.8

Savannah Harp

105.75

Nina Eyrich

135.5

Megan Peddycord

131.5

Madison Kingery

149.75

Jordan Holliday

134.5

Lacey Hatchett

171.5

Total

1903.3

I-5

Time Breakdown by Category

I-6

Time Breakdown by Week

I-7

Budget

Focus Groups Participant Coffee

$8.99

Starbucks Coffee

Member Reimbursement

Push Week Posters

$23.01

Bel-Jean

Member Reimbursement

Handbills

$3.75

UGA Copy & Print

NAPC UGA Account

Tate Days Tate Reservation

$30.00

University of Georgia

NAPC UGA Account

Game Supplies

$20.38

Wal-Mart

Member Reimbursement

Banner Supplies

$7.80

Hobby Lobby

Member Reimbursement

Trivia Study Guides

$11.21

Bel-Jean

Member Reimbursement

Ghost Tour Beverages

$46.29

Sam’s Club

Member Reimbursement

Extra Food

$106.49

Kroger

Member Reimbursement

Labels

$23.83

Office Max

Member Reimbursement

Scavenger Hunt Prize Baskets

$17.09

Hobby Lobby

Available Budget Total Expenses

Member Reimbursement

$300.00 $298.84

I-8

Team Leader Weekly Meeting Agenda: Jan. 27, 2009 Accomplishments: • Created Google account and Google Docs • Established preliminary team sub-groups • Client research • Created and finalized client meeting questions and agenda • Hosted client meeting • Followed up with client • Received details about specific partners and competitors in the historic preservation field for research

Goals: • Establish research plans • Establish display plans • Begin Web site critique • Begin situation analysis and goals and objectives

Team Positions • Book Manager - Lauren Brander • Web site Critique - Lauren Brander and Madison Kingery • Research Team - Savannah Harp, Becca Bruni, Nina Eyrich and Lauren Groblewski • Conference Display – Jordan Holliday • Push Week – Holly Stiles • Situation Analysis and Goals and Objectives – Megan Peddycord and Lacey Hatchett

Important Information: Team Google account • Username: NAPCTeam • Password: PublicRelations

I-9

Team Leader Weekly Meeting Agenda: Feb. 3, 2009 9:45 a.m. – Meeting with research team to discuss survey, theory and majors.

10 a.m. – Meeting with Holly Stiles to discuss potential Push Week plans.

Accomplishments: • Theory = Two-Way Symmetrical Theory • Created survey • Composed list of majors • Completed Web site audit • Began Web site critique • Established possible Push Week plans and slogan • Established goals and objectives

Goals: • Begin newsletter edits • Complete Web site critique • Distribute survey • Establish focus group plans • Establish display plans • Finalize Push Week plans and slogan • Begin situation analysis

Important Dates: • Feb. 17, 2009 – Push Week presentation to Drane Wilkinson

I-10

Team Leader Weekly Meeting Agenda: Feb. 10, 2009 9:45 a.m. – Meeting with Jordan Holliday to discuss conference display proposal

Accomplishments: • Edited survey • Submitted IRB paperwork • Uploaded survey to SurveyMonkey

Goals: • Edit Web site critique • Continue newsletter edits • Distribute survey • Establish focus group plans • Finalize display plans • Execute Push Week plans • Prepare for meeting with Drane Wilkinson • Continue work on situation analysis

Important Dates: • Feb. 17, 2009 – Push Week presentation to Drane Wilkinson

I-11

Team Leader Weekly Meeting Agenda: Feb. 17, 2009 In class – Meet with Drane Wilkinson

5:30 p.m. – Meet to analyze data

Accomplishments: • Conducted survey • Cleaned survey data • Wrote moderator’s guide and completed focus group IRB paperwork • Scheduled focus group participants and moderators

Goals: • Analyze survey data • Present Push Week to Drane Wilkinson • Finish editing Web site critique, situation analysis and goals and objectives • Continue newsletter edits • Continue work on display

Important Dates: • Feb. 24, 2009 – Focus groups

I-12

Team Leader Weekly Meeting Agenda: Feb. 24, 2009 In class – Focus Groups

Accomplishments: • Submitted goals and objectives, situation analysis and Web site critique • Discussed additional National Preservation Month activities with the SHPO executive team • Analyzed survey data • Scheduled focus group participants and moderators • Prepared display for focus group testing • Established social media, media contact and SNAPC teams o

Social Media = Lauren Groblewski

o

Media Contact = Megan Peddycord

o

SNAPC = Lacey Hatchett

Goals: • Host focus groups • Continue newsletter edits • Alter display and Push Week according to focus group research • Receive feedback on Web site critique, situation analysis and goals and objectives • Create Push Week T-shirt

Important Dates: •

March 17, 2009 – Client presentation

I-13

Team Leader Weekly Meeting Agenda: March 3, 2009 Accomplishments: • Discussed additional National Preservation Month activities with the SHPO executive team • Hosted two focus groups with a total of nine participants • Created Facebook critique and social media implementations

Goals: • Make suggested changes or edits to the situation analysis and goals and objectives • Continue newsletter edits • Finalize Push Week T-shirt

Important Dates: • March 17, 2009 – Client presentation • March 26, 2009 to April 2, 2009 – Push Week o

SHPO is planning a National Preservation Month Celebration and we have decided to postpone our Push Week activities in order to serve as both a a Push Week for NAPC and a kickoff for all of the preservation activities.

I-14

Team Leader Weekly Meeting Agenda: March 17, 2009 In class – Client presentation

Accomplishments: • Created media contact list • Contacted all trivia night restaurants • Reserved Tate Lawn for Push Week • Acquired Tate Lawn games supplies

Goals: • Hold client presentation • Contact Southland Graphics and order T-shirts • Receive permission for display graphic • Create and print handbills and posters for Push Week • Complete scavenger hunt and place on handbills and online • Acquire donations from local businesses to be distributed as Push Week prizes • Finish making suggested changes or edits to the situation analysis and goals and objectives • Submit newsletter edits, press releases and SNAPC Fact Sheet for approval

Important Dates: • March 26, 2009 to April 2, 2009 - Push Week

I-15

Team Leader Weekly Meeting Agenda: March 24, 2009 Accomplishments: • Successful client presentation • Created media contact list • Tate o

Paid for using NAPC account

o

Acquired games supplies

o

Painted banners

• Web site critique Found and finalized

o

Goals: • Push Week o

Finalize T-shirt proof and order T-shirts

o

Finalize posters and handbills, print and begin distribution

o

Gather final prize donations

o

Finalize and distribute press releases

o

Finalize scavenger hunt and make it live on Friday

o

Finalize labels and place on Starbucks cups

o

Pick up NAPC information to distribute at Tate

• Display o

Find new stock image

• Situation analysis o

Continue to make changes, edits and additions

• SNAPC o

Change to meet client wishes

• Newsletter o

Receive feedback and finalize

• Web site critique o

Submit to client

I-16

Questions: • Do we need to transcribe our focus groups to be included in the book? • Presentation date?

Group Member Updates and Visits: • Megan Peddycord – Press release and Columns article • Madison Kingery - Newsletter • Lauren Brander - Editing

Important Dates: • March 17 – Client presentation • March 26 to April 2 - Push Week

I-17

Team Leader Weekly Meeting Agenda: March 31, 2009 Accomplishments: • Contacted and followed up with media • Scavenger hunt, Tate Days and trivia nights in progress • Facebook events created

Goals: • Complete Push Week • Find new stock display image • Finalize changes, edits and additions to the situation analysis • Change SNAPC to meet client wishes • Continue work on newsletter

Important Dates: • March 26, 2009 to April 2 – Push Week o

Ghost tour April 1, 2009 at 8 p.m.

• April 28, 2009 – Final presentation

I-18

Team Leader Weekly Meeting Agenda: April 7, 2009 In class – Submit rough draft of book

Accomplishments: • Held successful Push Week • New stock image display photo found

Goals: • Continue work on newsletter • Distribute post-campaign survey • Finalize Columns and PRecedent articles • Create “Social Media How-To” document

Important Dates: • April 28, 2009 – Final presentation

I-19

Team Leader Weekly Meeting Agenda: April 14, 2009 Accomplishments: • Submitted rough draft of book • Distributed ghost tour attendee post-campaign survey

Goals: • Finish newsletter • Distribute listserv post-campaign survey • Finish “Social Media How-To” document • Finalize book

Important Dates: • April 28, 2009 – Final presentation

I-20

Team Leader Weekly Meeting Agenda: April 21, 2009 Accomplishments: • Submitted rough draft of book • Analyzed post-campaign survey

Goals: • Finish newsletter • Finalize book

Important Dates: • April 28, 2009 – Final presentation • May 1, 2009 – Final book due

I-21

Team Schedule Date Jan. 8, 2009

•

Task Team meeting

•

Team Member/ Group Entire team

Jan. 13, 2009

•

Team meeting

•

Entire team

Jan. 15, 2009

•

Team meeting

•

Entire team

•

Positions delegated

•

Entire team

•

Client research

•

Entire team

Jan. 20, 2009

•

Team meeting

•

Entire team

Jan. 22, 2009

•

Team meeting

•

Entire team

Jan. 27, 2009

•

Team meeting

•

Entire team

Jan. 29, 2009

•

Team meeting

•

Entire team

Feb. 3, 2009

•

Team meeting

•

Entire team

•

Group leader meeting

•

Megan Ward

•

Research meeting with Dr. Sweetser

•

Research team

•

Team meeting

•

Entire team

•

Push week proposal meeting with Dr. Sweetser

•

Holly Stiles

•

Preliminary research due to Dr. Sweetser o Final survey o IRB paperwork

•

Research team

•

Team meeting

•

Entire team

•

Group leader meeting

•

Megan Ward

•

Present preliminary display ideas to Dr. Sweetser

•

Jordan Holliday

•

Pre-campaign survey distributed Team meeting

•

Research team

•

Entire team

Feb. 5, 2009

Feb. 10, 2009

Feb. 12, 2009

•

I-22

•

Moderators guide due

•

Research team

•

Questions due to survey team

•

•

Team meeting

•

Jordan Holliday and Holly Stiles Entire team

•

Group leader meeting

•

Megan Ward

•

Situation analysis and goals and objectives due to Megan Ward

•

Lacey Hatchett and Megan Peddycord

•

Pre-campaign survey ended and analysis began

•

Research team

•

Moderators guide and IRB paperwork due to Dr. Sweetser

•

Research team

•

Push Week presentation to Drane Wilkinson

•

Holly Stiles and Megan Ward

• •

Data analysis with Dr. Sweetser

Research team, Megan Ward and Holly Stiles

Feb. 18, 2009

•

Web site critique due to Dr. Sweetser

•

Lauren Brander and Madison Kingery

Feb. 19, 2009

•

Team meeting

•

Entire team

•

Situation analysis and goals and objectives submitted to Dr. Sweetser

•

Lacey Hatchett and Megan Peddycord

•

Individual team member meetings with Dr. Sweetser

•

Entire team

Feb. 22, 2009

•

Display proposal due to Megan Ward

•

Jordan Holliday

Feb. 23, 2009

•

Display proposal due to Dr. Sweetser

•

Jordan Holliday

Feb. 24, 2009

•

Group leader meeting

•

Megan Ward

•

Edited display proposal for use in focus groups

•

Jordan Holliday

•

Host first focus group

•

•

Host second focus group

•

Jordan Holliday, Nina Eyrich and Savannah Harp Lauren Groblewski,

Feb. 17, 2009

I-23

Becca Bruni and Nina Erich Becca Bruni and Nina Eyrich

•

Focus group results analyzed and distributed to team

•

•

Newsletter edits due to Megan Ward Team meeting

•

Madison Kingery

•

Entire team

•

Newsletter edits due to Dr. Sweetser

•

Madison Kingery

Feb. 27, 2009

•

Research summary due to Megan Ward

•

Nina Eyrich, Becca Bruni and Savannah Harp

March 1, 2009

•

Social media suggestions, implementations and Facebook critique due to Megan Ward

•

Lauren Groblewski

March 3, 2009

•

Research summary due to Dr. Sweetser

•

Becca Bruni, Nina Eyrich and Savannah Harp

•

Social media suggestions, implementations and Facebook critique due to Dr. Sweetser

•

Lauren Groblewski

•

Drama department auditions

•

Holly Stiles and Megan Ward

•

Team meeting

•

Entire team

•

Client meeting preparation

•

Entire team

•

Spring break

•

Entire team

•

Client presentation

•

Entire team

Feb. 26, 2009

March 5, 2009

March 9, 2009 to March 13, 2009 March 17, 2009

•

o

Social media suggestions and implementations

o

Lauren Groblewski

o

Focus group and survey results

o

Nina Eyrich

o

Display proposal

o

Jordan Holliday

o

Newsletter critique

o

Madison Kingery

o

Push Week update

o

Holly Stiles

o

SNAPC proposal

o

Lacey Hatchett

I-24

•

Press release due to Megan Ward

•

Megan Peddycord

•

Team meeting

•

Entire team

•

Handbill and poster designs due to Megan Ward and Holly Stiles

•

Jordan Holliday

•

Trivia study guide due to Jordan Holliday and posted on Google survey

•

Becca Bruni

•

Blue Card Event Information due to Megan Ward, Holly Stiles and Jordan Holliday

•

Savannah Harp

•

Situation analysis edits due to Megan Ward

•

Lacey Hatchett and Megan Peddycord

•

Push Week handbills and posters printed

•

Holly Stiles and Megan Ward

• •

Ghost Walk orientation

Nina Eyrich, Holly Stiles and Megan Ward

•

Prize donors finalized

•

Savannah Harp

•

Team meeting

•

Entire team

•

Post survey IRB paperwork due to Dr. Sweetser

•

Savannah Harp

•

Push Week

•

Entire team

•

Ghost tour recovery

•

Entire team

•

Scavenger hunt ends

•

•

Post-campaign survey

•

Nina Eyrich, Holly Stiles, Savannah Harp and Becca Bruni Becca Bruni

•

Team bonding

•

Entire team

April 11, 2009

• •

Meeting with Dr. Sweetser Post survey analysis deadline

• •

Madison Kingery Becca Bruni

April 14, 2009

•

Team meeting

•

Entire team

April 16, 2009

•

TOMS Event

•

Entire team

April 21, 2009

•

Team meeting

•

Entire team

March 19, 2009

March 22, 2009

March 26, 2009

March 27, 2009 to April 2, 2009 April 2, 2009

March 31, 2009 to April 7, 2009 April 9, 2009

I-25

April 23, 2009

•

Team meeting

•

Entire team

•

Final book documents due

•

Entire team

April 26, 2009

•

Presentation practice

•

Entire team

April 28, 2009

•

Final presentation

•

Entire team

•

Book due

•

Entire team

I-26

Deadlines Chart

I-27

APPENDIX J Client Presentations Document List Midpoint Client Presentation ........................................................................................2 Final Client Presentation..............................................................................................8

J-1

Midpoint Client Presentation

Presentation to Drane Wilkinson on March 17, 2009 in Grady College.

J-2

J-3

J-4

J-5

J-6

J-7

Final Client Presentation

Presentation to Drane Wilkinson on April 28, 2009 in the Miller Learning Center.

J-8

J-9

J-10

J-11

J-12

J-13

J-14

J-15

J-16