Shenandoah Valley Battlefields Shenandoah Valley Battlefields National Historic District Marketing Plan 2008-2011 BAPPROVED BY THE SVBF BOARD OF TRUSTEES – JANUARY 2008 the premier place to learn about the Civil War in Virginia Marketing Plan Goal To implement new marketing strategies that will increase awareness of the District’s Civil War history and position the Shenandoah M Valley Battlefields National Historic District to capitalize on the 2011-2015 Sesquicentennial of the Civil War by making the Valley the premier place to learn about the Civil War in Virginia. Marketing Plan i MEMBERS of the Shenandoah Valley Battlefields Foundation Marketing Plan Steering Committee Committee Chair ..............Susie M. Hill, Director, Shenandoah County Tourism Jean T. Clark ....................Executive Director Lexington Convention and Visitors Bureau Julie B. Armel .....................Marketing Director, Museum of the Shenandoah Valley Richard Lewis ....................National Public Relations Manager, Virginia Tourism Corporation Howard J. Kittell ................Executive Director, Shenandoah Valley Battlefields Foundation Elizabeth Paradis Stern ....Assistant Director for Policy & Communications, Shenandoah Valley Battlefields Foundation MEMBERS of the Heritage Tourism Program, National Trust for Historic Preservation Team Carolyn Brackett .................Senior Program Associate, Heritage Tourism Program (team leader) Jennifer Jones .......................Tourism Consultant Amy Webb ............................Program Director, Heritage Tourism Program Andrea Stokes ......................Synovate Research Maria Ventresca ...................Synovate Research Marketing Plan iii TABLE OF CONTENTS Introduction ...................................................................................................... 3 Situation Analysis ............................................................................................. 5 1. Overview .......................................................................................................................7 2. Shenandoah Valley Battlefields National Historic District ........................................................9 2.1 Formation and Direction .............................................................................................9 2.2 Marketing Development Directives ............................................................................. 10 2.3 Product Development Directives ..................................................................................10 2.4 Visitor Services Directives ..........................................................................................10 3. Shenandoah Valley Attributes ..........................................................................................11 3.1 Valley Attributes ......................................................................................................11 3.2 Civil War Historic Resource Attributes ..........................................................................11 4. Shenandoah Valley Marketing ........................................................................................12 4.1 Current Marketing ....................................................................................................12 4.2 Battlefields Foundation Marketing ...............................................................................13 5. Market Research ............................................................................................................14 5.1 Shenandoah Valley ...................................................................................................14 5.2 Virginia – Statewide Research ....................................................................................15 5.3 Cultural Heritage Tourism – National Research .............................................................17 6. Marketing Opportunities and Challenges .........................................................................18 7. Valley Civil War and Heritage Attractions .........................................................................18 7.1 Civil War Attractions ................................................................................................19 8. Summary ...................................................................................................................... 23 Market Research and Target Markets ........................................................... 25 1. Target Markets ............................................................................................................... 27 1.1 Additional Notes ..................................................................................................... 27 2. Traveler Characteristics .................................................................................................... 27 3. Importance of Civil War and Historic Sites .........................................................................29 Marketing Messages ....................................................................................... 31 1. Overview ......................................................................................................................33 2. Current Messages ...........................................................................................................33 3. Interpretive Plan Themes ..................................................................................................34 4. Messages .....................................................................................................................35 The Marketing Plan ..................................................................................................................................39 1. Overview .....................................................................................................................41 Marketing Plan v Civil War Guide ......................................43 1. Overview .........................................................45 1.1 Map Pads ..................................................45 1.2 Purpose .....................................................45 1.3 Uses of the guide ....................................... 46 1.4 Distribution of map pad .............................. 46 1.5 Design ...................................................... 46 1.6 Funding .................................................... 46 1.7 Timeline .....................................................47 Website ......................................................49 1. Overview ........................................................ 51 1.1 Research ................................................... 51 2. Enhancements ................................................. 51 aSearch engines ............................................. 51 a Links .......................................................... 51 a Downloadable tours ......................................52 a Site information ............................................52 a Itineraries .....................................................53 a Complete sections .........................................53 a Civil War Guide ...........................................53 a AAA ...........................................................53 a Media Room ................................................53 a Group Travel ............................................... 54 a Tracking ..................................................... 54 3. Timeline Chart ..................................................55 Communications .....................................57 1. Overview .........................................................59 2. Contact Resources ............................................59 aDatabase ......................................................59 a Travelwriters.com ..........................................59 aMATPRA .......................................................59 3. Media Materials .............................................. 60 aMedia Kit .................................................... 60 aStory Ideas .................................................. 60 4. Media Activities .............................................. 60 aReleases ...................................................... 60 a On this Day ................................................ 60 aPSAs ........................................................... 61 aPress Tips ..................................................... 61 aEditorial Boards ............................................ 61 aMedia Call List ............................................. 61 5. Strategies Chart ................................................62 vi Shenandoah Valley Battlefields National Historic District Advertising ................................................. 63 1. Overview ........................................................... 65 2. Action Steps ....................................................... 66 aVTC – Database .............................................. 66 aSVTA .............................................................. 69 aVHTA ..............................................................70 aAAA World .................................................... 71 aBlue Ridge Pkwy. Directory .................................72 aCooperative Living ............................................73 aVA Civil War Guides .........................................74 aWashington Post ...............................................75 aVTC Co-ops