Southern Museum – Tourism, Campaign Management
Situation
The Southern Museum of Civil War and Locomotive History, formerly the Kennesaw Civil War Museum, reopened its doors in 2003 after expanding from 4,000 square feet to a 40,000 square-foot facility.
As a city-funded tourism destination, the Southern Museum operates on a limited budget and this Smithsonian-affiliated Museum needs annual marketing plans that efficiently deliver results on a cost-efficient basis.
Action
From the beginning, the Kennesaw City Council saw the need for sound planning and engaged O’Neill Communications to develop a marketing plan and grand opening strategy 18 months in advance of the opening.
After extensive research, including visits to other recently opened museums around the Southeast, our firm proposed an integrated, multi-dimensional marketing campaign including Web site development and online advertising. Other components of the campaign included:
- Brand development
- Media advertising: outdoor, print, cable
- Web site development
- Public relations
- Event planning and management
In addition to implementing the Museum’s comprehensive marketing plan, O’Neill Communications planned and executed a number of grand opening events, including opening day ribbon cutting, parade, teacher preview, media tours, and tourism orientations.
Results
From the original plan to the annual marketing process, O’Neill Communications ensures that the Museum’s limited budget is leveraged using the right vehicles to efficiently reach its target markets. Over the past seven years visitation has remained strong and continues to make economic contributions to the City’s economy.
The opening of the Southern Museum drew over 5,000 visitors, and the Museum hit its goal of 40,000 paid visitors in the first year
