Flagship Niagara

Membership & Communication Campaign Winter 2012-2013 Mercyhurst University Samantha Bante, Kayla Kelly, Courtney Hartline and Shea Quardi

Running head: FLAGSHIP NIAGARA

Table of Contents
Research ...................................................................................................................................... 3
Client ....................................................................................................................................................... 3 The Industry ......................................................................................................................................... 5 External Environment....................................................................................................................... 6 Product or Service .............................................................................................................................. 6 Promotions ........................................................................................................................................... 7 Resources .............................................................................................................................................. 8 Competition .......................................................................................................................................... 8 Nonprofit Organizations ............................................................................................................... 10 Local Elementary Schools in Erie, Pa. ....................................................................................... 12 Local Businesses in Erie, Pa. ........................................................................................................ 13 Share of the Market ......................................................................................................................... 14 SWOT Analysis .................................................................................................................................. 14 Probable Publics .............................................................................................................................. 14 Probable Public 1: Current Flagship Niagara members ............................................................. 14 Probable Public 2: Parents in Erie County, PA ............................................................................... 16 Probable Public 3: Businesses in Erie, PA ........................................................................................ 18 Probable Public 4: Individuals 10 and under in Erie, PA ........................................................... 19 Probable Public 5: Elementary schools in Erie, PA ...................................................................... 20 Situation Analysis ............................................................................................................................ 22 Core Problem/Opportunity ......................................................................................................... 22

Adaptation................................................................................................................................ 23
Goal ....................................................................................................................................................... 23 Objectives ........................................................................................................................................... 23 Key publics and messages ............................................................................................................ 23 Slogan ............................................................................................................................................................... 23 Calendar and Budget ...................................................................................................................... 32

Communication Confirmation........................................................................................... 33 Evaluation ................................................................................................................................ 39 Areas of Future Consideration .......................................................................................... 40 Works Cited ............................................................................................................................. 41 Appendices ............................................................................................................................... 43
Appendix A ......................................................................................................................................... 43 Appendix B ......................................................................................................................................... 44 Appendix C ......................................................................................................................................... 45 Appendix D ......................................................................................................................................... 46 Appendix E ......................................................................................................................................... 47 Appendix F ......................................................................................................................................... 48 Appendix G ......................................................................................................................................... 49 Appendix H......................................................................................................................................... 50 Appendix I .......................................................................................................................................... 51 Appendix J .......................................................................................................................................... 52 Appendix K ......................................................................................................................................... 53

Running head: FLAGSHIP NIAGARA

Research
Client
The Flagship Niagara League is a non-profit organization that helps to ensure that one of Americas great maritime treasures is preserved for years to come. The Maritime museum where the ship is located was established in May of 1998 and, Presents the story of the Niagara as the reconstructed flagship of Pennsylvania and the warship that won the Battle of Lake Erie in the war of 1812. The Maritime Museum and the Flagship Niagara League are helping Erie stay connected with its past and offers a great learning experience for its clients. Flagship Niagara League has a staff of individuals that includes: E. Shawn Waskiewicz. Executive Director Jennifer Rogers, Director of Marketing and Development Julie Wagner, Membership Services Manager Tim McLaughlin, Graph Designer/Webmaster/Artist Judy Tucci and Barb Corbett, Gift Shop Erie Maritime Museum employees includes: Walter Rybka, Site Administrator Janet Arnory, Custodial Guide & Group Sales Museum Tours Flagship Niagara employees include: Walter Rybka, Senior Captain, Flagship Niagara Wes Heerssen, Captain, Flagship Niagara William Sabatini, Chief Mate, Flagship Niagara

Running head: FLAGSHIP NIAGARA Joseph Lengieza, Marine Operations Coordinator Ryan Whitehead, Boatswain, Flagship Niagara The organization also has a board of individuals that help make decisions for the organization. The Flagship Niagara League Board of Trustees includes: Claudia Bankert Jeff Bloodworth Duane Churchill Tim Goldsmith, Pres. Leslie Grey, Esq. Bob Harkins Jeremy Lincoln Jason Owen, Esq. Don Richwine P. Bowman Root Alison Scarpitti, Esq. Jim Scheider Brian Scott Linda Stevenson Karla Wludyga Howard Wright Beth Zimmer, VP

Ex-Officio: Walter Rybka

Running head: FLAGSHIP NIAGARA Wesley Heerssen Lance Barclay Art Martinucci, Esq. The organization has had a decrease in membership over the past few years and

currently there are 631 members (Refer to Appendix A). Based on a survey of 42 current members more than 75 percent of current members are over 61 (Refer to Appendix B). The types of memberships vary, while 45 percent of the surveyed members have a senior or couple membership (Refer to Appendix C).

The Industry
In this industry, professionals working at the museum and for the Flagship Niagara League work to educate the public on the history and gems that Erie has to offer. For this campaign, to increase membership, this industry must reach out to people of all ages including schools for educational purposes, people on social media (Facebook and Twitter) and other publics in order to increase their memberships because each public is made up of potential new clients. Additionally, there are other similar organizations and leagues like the Flagship Niagara. For example, there is the Pride of Baltimore, The Mystic, and The Lynx. These act as benchmarks for the Flagship and give them something to refer to and strive to be similar to. All of these ships, like the Niagara, were originally involved in the war of 1812 and the organizations now honoring the ships have many of the same goals as the Flagship. They aim to preserve the history and keep people educated. Each of these ships sailed many miles and defended our nation during the war, so it is a goal in this industry to make sure that they are still shown the respect and honor that they deserve.

Running head: FLAGSHIP NIAGARA This campaign is working to increase the Flagship Niagaras membership and make it something that is around forever. Another benchmark that we will be referring to is the Erie Otters Kids Club, which is through the Erie Otters Hockey Team. This club helps get young people involved with their organization. A goal of the Flagship Niagara is to establish a similar club.

External Environment
The Flagship Niagara is not a new organization. It has been around for years and has been a part of the fabric of Erie, Pa. It is open to the public and allows people to take a tour of the museum, watch documentaries, go to book reviews, and take a sail on the ship and more. This campaign focuses on why people of Erie arent aware of Flagship Niagara and why more people arent members.

Product or Service
The service the Flagship provides is the opportunity to be able to explore the Erie Maritime Museum and learn about the War of 1812. Also, members have the opportunity to take a visit of the Tall Ship, the ability to go to exclusive events, and to embrace the membership deals, such as $75 for a day sail. They also invest in different types of educational opportunities, where a volunteer goes to the local schools and teaches students about the history of the War of 1812 along with other information about the Flagship Niagara. Based on a survey of 42 current members, most of these individuals use their membership for ship access (Refer to Appendix D). The biggest issue that they are facing as an organization is a lack of funds. The state of Pennsylvania used to invest $1 million, but a few years ago they had a 65 percent budget cut. Now the organization is trying to find ways to promote and fundraise. Also,

Running head: FLAGSHIP NIAGARA they are short staffed, so it makes it difficult to connect to all members and expand the company. Flagship is trying to find new ways to reach out to members and keep them interested, due to the drop off of 400 members within the past two years.

Promotions
One of the biggest promotions that the Niagara will be able to take advantage of is the Tall Ships Festival. It will take place in Erie, Pa., in September, and the Tall Ships from all around the country will come and take part in a large four-day weekend. It is a community event with music, shows, etc. According to Executive Director Shawn Waskiewicz, The FNL expects 60,000-70,000 over the four-day weekend. FNL needs to capitalize on this opportunity to increase its membership base as we celebrate our 200th anniversary of The War of 1812 (S. Waskiewicz, personal communication, January 4, 2013). Other promotions that will take place within the next few months will be the Mariners Ball, where they are hoping to be able to fundraise up to $70,000. Also, there will be charity bowling in the spring, along with a 5-k walk and a golf tournament, for non-members. Promotions that members are taking advantage of are usually ship access, annual quarterly newsletters, gift shop discounts, and special member events (Refer to Appendix D). One area that they have the ability to have major benefit from is to pair up with local schools within Erie, Pa to create a curriculum so that students of all ages have the capability to learn more about the Flagship Niagara and the War of 1812. Another thing they are lacking is their utilization of social media, such as Facebook and Twitter, to promote the organization (Refer to Appendix H and J). While Flagship has both a Facebook and Twitter it needs to be revamped to increase the number

Running head: FLAGSHIP NIAGARA

of people talking about the organization. Currently, 112 people are talking about this and their age range is 35-to-54-years-old (Refer to Appendix I). In addition, the Flagship Niagara also has a Wikipedia page (Refer to Appendix K). If they can branch out to different types of sectors, then people within the community could learn more about the organization and want to reach out and be educated with what the Flagship Niagara League has to offer.

Resources
The Brig Niagara is a non-profit, State-owned organization, so resources will be limited. With a limited budget, resources primarily include volunteers, rather than employees. The Gift Shop is a resource that can be used, not only to create currency, but also to pass information along to members and patrons. The U.S. Brig Niagara itself is probably the biggest resource. The ship is the center of the organization and should be used creatively and efficiently to offer incentives that will draw in a wide variety of members.

Competition
Erie County has an abundance of nonprofits that have a substantial financial base and are an economic force in the county. In 2003, Erie County had 362 nonprofits (De Vita, C. J.). Erie also has a high density of nonprofits (12.8 nonprofits per 10,000 residents), higher than the national average (9.9). Financially, Erie nonprofits reported $1.2 billion, each, in revenue and expenses, in 2003 (De Vita, C. J.). This data suggests a rich history and deep roots of support for the nonprofit sector in Erie that address community needs.

Running head: FLAGSHIP NIAGARA Human services and educational nonprofits are the most common types of nonprofit services in Erie County. Human services account for nearly one in three

nonprofits in the county, while educational nonprofits (i.e., K12 schools, PTAs, and supportive programs) account for roughly one in five (De Vita, C. J.). Hospitals and higher education make up less than 5 percent of nonprofits in the county. This pattern of services is typical for small counties in Pennsylvania. Hospitals and health care dominate spending in Erie's nonprofit sector, followed by human services. Although hospitals and health care represent only a small share of nonprofits, they account for the majority of nonprofit expenditures. Together, they spent $650 million in 2003or 56 percent of all nonprofit expenditures (De Vita, C. J.). Human services also report considerable expenditures: $288 million, or 24 percent of the sector's overall resources (De Vita, C. J.). Other nonprofits offering arts and culture, youth development, and educational programs had much smaller shares of the financial piejust 1 percent each. Competition for The Brig Niagara can include any non-profit organization in the Erie area and beyond. Given the above data, human services and educational nonprofits are the biggest competition for The Brig Niagara. The Jr. Niagara Kids Club should allows us to enter the realm of educational nonprofits and hopefully will encourage more people to participate. Some other local nonprofits include: The United Way YMCA Erie Art Museum Big Brothers Big Sisters

Running head: FLAGSHIP NIAGARA Erie Playhouse

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Other U.S. Tall Ships are not considered direct competition but are worth mentioning: Constitution Eagle Elissa Gazela Peacemaker Surprise Young America

Nonprofit Organizations
As you can see there are many nonprofit organizations in Erie, Pa. They are labeled as competition because Flagship Niagara competes for members and donations. To compare the success rate of each organization to the Niagara we looked at the most recent annual reports and the funds they have available. The United Way has a network of about 1,800 United Ways worldwide (United Way Worldwide). Overall, the organization raised about $5.14 billion, so the Erie, Pa. United Way roughly had $3 million in 2011 (United Way Worldwide). Their revenue comes from contributions, membership support, sale of promotion materials, program service fees, investment activity, conferences, rent and non-professional service, transaction fees, campaign efforts and miscellaneous activity (United Way Worldwide). A majority of their revenue (83 percent) is spent on programs including: Investor Relations, International Network, Community Impact Leadership and Learning, Public

Running head: FLAGSHIP NIAGARA Policy, Brand Leadership, Campaign and Public Relations promotional material sales

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(United Way Worldwide). This shows the importance of spending on programs and how they can benefit an organization because United Way is the largest, privately-supported nonprofit in the world (United Way Worldwide). The YMCA is also competition because their 2011 annual report noted that the 2011 operating revenue was roughly $16 million (YMCA). The organization broke down the routes in which their revenue comes from, which include: membership, childcare, program, United Way, community support and other (YMCA). Childcare is the largest revenue source for the YMCA. The report also shared that as of Dec. 31, 2011 their membership total is 23,016 (YMCA). They recruited more than 2,000 new members from 2010 to 2011 (YMCA). The Erie Art Museum is also an influential nonprofit in the community. They have annual fund donors and sponsors that support the organization each year. The Erie County Gaming Revenue Authority is the largest donor, donating $50,000 and up (Erie Art Museum). The next largest donor is the Erie Community Foundation, who usually contributes $20,000 to $49,999 annually (Erie Art Museum). Due to the fact that the central focus of this organization is its art, they also receive art donations from several contributors. The Erie Playhouse is a local community theatre that has been noticed as true collaborators (Erie Playhouse). The 2011 Annual Fund Report stated that the organization raised about $180,000, which exceeded their goal for the year (Erie Playhouse). Nearly 35 percent of the companys revenue comes from mainstage ticket

Running head: FLAGSHIP NIAGARA sales, while 60 percent of the expenses are spent on mainstage production (Erie Playhouse).

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Big Brothers Big Sisters is the last nonprofit organization that we will focus on in our campaign. This company has about $10,000 in contributions from several donors (Family Services of NW PA). The Presidents Circle is the level that donates $1,000 or more, which includes Marquette Savings Bank (Family Services of NW PA). In addition, there are Advocate, Patron and Supporter levels; these groups donate $999 and under (Family Services of NW PA).

Local Elementary Schools in Erie, Pa.

While Flagship Niagara currently has volunteers visit local schools to educate students, there are other untapped opportunities. Based on a survey of 42 current members, 64 percent have grandchildren and over 75 percent are younger than 10 (Refer to Appendix E and F). Some local elementary schools include: Pfeiffer-Burleigh Our Lady Peace Our Lady Christian Tracy Elementary Ridgefield Elem Vernondale Elem Asbury Elementary Erie Day School Mercyhurst Prep Elementary Villa Maria Elementary

Running head: FLAGSHIP NIAGARA Chestnut Hill

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Local Businesses in Erie, Pa.

Flagship Niagara currently has business memberships. There are two levels, which include small business ($250) and large business or corporation ($500) (Membership). There is the opportunity to reach out to more local businesses and encourage business memberships. Some local businesses include: Sue's Notary Marquette Savings Bank Agresti Real Estate & Law Firm Yacht Club Perry's Club Erie Zoo Scott Enterprises Erie Runner's Club Gannon College Millcreek & Erie School Districts Bianchi Honda WQLN PBS GE Local News and Radio Stations Marsha Marsh Realty

Running head: FLAGSHIP NIAGARA Braendel Painting

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Share of the Market

Flagships competition consists of nonprofit organizations, local businesses and other Tall Ships left within its market. Flagship has struggled to maintain membership within the past few years and the decline has hurt the companies funding. Compared to other nonprofits in Erie County, Flagship only has more funding than 2 of the nonprofits: Erie Playhouse and Big Brothers Big Sisters. Refer to Appendix A to compare the funding of the major nonprofit organizations, we highlighted, in Erie, Pa.

SWOT Analysis
Strengths Historical and educational landmark Affiliate with government organizations Invests into the community Traveling and affairs on the road Gift shop Weaknesses Non-profit organization Low funds (resources) Limited benefits for members Opportunities Reach out to a younger demographic Reach out to local businesses Reach out to local schools (promotion) Tall Ships Festival event to increase promotion (name?) Utilize social media sites more Threats Competing non-profit organizations Losing current members

Probable Publics
Probable Public 1: Current Flagship Niagara members According to the Council of non-profits, membership is defined as Any nonprofit can decide to give a group of stakeholders the title of members. Typically that occurs when a nonprofit wants to give certain benefits to those who support the organization financially and/or attend its events and activities. Such members normally do not have

Running head: FLAGSHIP NIAGARA voting rights, but they may receive certain other benefits and rights that the nonprofit decides to grant them as members of the organization (such as special newsletters or ticket discounts) (Membership).

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The Flagship Niagara offers many different types of memberships that appeal to a large group of audiences: Individual, family, senior, plank, deck, mast, ship, mall business, and large business (Refer to Appendix C). With each membership, there is free year round access to the Erie Maritime Museum and the Flagship Niagara, along with 25 percent off day sails, 15 percent off voyage discounts, and 15 percent off gift shop discounts. Also, 15 percent of every membership supports the new Niagara Tomorrow Fund which provides public education outreach. On a side note, the membership has also not increased since 2007. A membership to the Flagship Niagara League helps to ensure that one of Americas great maritime treasures is preserved for years to come. While we provide several benefits to our members including discounted rates and free museum admission, the single greatest benefit to membership is the satisfaction of knowing that the Flagship Niagara stands tall, and sails because of people such as you (Membership). In 2012 there was 631 members, with a decline of 34 percent since 2009, members currently have limited benefits and are looking to have more annual events and more membership specific events (Refer to Appendix A). A specific group of members to outreach to are families, and students of younger demographics to be more involved with the museum and its potential benefits. Current relationship:

Running head: FLAGSHIP NIAGARA Members are usually over 50 that send in their annual membership check, but rarely

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visiting the museum, except for VIP or special events. Also, there are very few students and families that have memberships.

Influentials: (person/thing) Partners (wife, husband) Families Media Fellow senior citizens

Self- Interests: Preserving history Do not like change Do not utilize email VIP and special events

Probable Public 2: Parents in Erie County, PA According to Nielsen PRIZM, suburban pioneers are the dominant family type in the Erie area. These families represent the nations eclectic lifestyles, a mix of singles, recent divorcees, and single parents who have moved into older, inner-ring suburbs. They live in aging homes and garden-style apartment buildings, where the jobs are scarce and the money is tight. But what unites these residents, a diverse mix of whites, Asians, Hispanics, and African-Americans, is a working class sensibility and an appreciation for their off-the-beaten-track neighborhoods (Market segments & consumer markets).

Running head: FLAGSHIP NIAGARA Ethnic diversity, an average age less than 55, and a median income of about $33,658 make this market segment representative not only of Erie but also the country.

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These families are likely to shop at Lane Bryant, mail order toys, read OK! Magazine, and drive a Dodge or a Chevy (Market segments & consumer markets). I placed this segment most closely to Strivers in VALS types. Chevy, Coke Classic and winning the lottery are a few of their favorite things. I think anyone with children would say that they are the number one priority; their education and overall quality of life. With money being tight in these families, their next self-interest is probably just getting the bills paid. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth (US framework and VALS types). Families being a mix of gender and age, the list of influences could vary greatly. However, these particular target markets, within these families, are the parents or a single mother. Influential to this public are likely to be celebrities, news anchors and talk show hosts. OK! Magazine and other similar celeb publications play a role in influencing this segment, as well. Influentials Friends Parents Children

Self-interests Childrens well-being

Running head: FLAGSHIP NIAGARA Educating their children Money Stylish products Shopping

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Probable Public 3: Businesses in Erie, PA There are currently more than 14,961 companies and businesses located in Erie, Pennsylvania (manta.com). Total population is approximately 101,786; 75% being white (or non-Hispanic). 19.7% being Black, 6.9% Hispanic and 1.5% Asian. These are the people who make up the Erie businesses. The Median household income for these people is about $28,387 and 17.4% of this demographic has achieved their Bachelors degree or higher. There are 23 Fortune 500 companies located in the state of Pennsylvania, one of which is in ErieErie Insurance Group. Current relationship The current relationship that Erie has with businesses is good in the sense that the companies and businesses give back to the city and its attractions. Influentials Employees Erie community Other local businesses

Self-interests Profiting form their goods and services Well being of employees

Running head: FLAGSHIP NIAGARA Making sure Erie says on the map Helping other local businesses

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Probable Public 4: Individuals 10 and under in Erie, PA Individuals under 10 are an important untapped market for the Flagship Niagara. As of 2011, in Erie County, 22.4 percent of the people residing in this area are a part of this age group (State and county quickfacts). In addition, a majority of current Flagship Niagara members are 60 years or older, opening the possibility to them being grandparents. In Erie County 4,190 grandchildren under 18 years are living with a grandparent householder. The amount of children living with grandparents varies among age groups. 2,128 children under 6, 1,627 children 6-11 years and 435 children 12-17 years live in a household with their grandparent or grandparents (Grandchildren). While it is interesting to note the amount of children living with their grandparents, a majority of children live in married-couple families (Own children). From a survey of about 56,865 children, 37,123 live in a co-parent household. On the other hand, 19,742 live with only male parent or guardian, while 16,954 live with only a female parent or guardian. Not only is it important to understand Erie Countys 18 and under population demographically, but it is key to be aware of their personality, values, attitudes and interests, too. Based on VALS survey, this age group is particularly known as experiencers. Experiencers are young, enthusiastic, impulsive consumers, who are open to new possibilities and opportunities (US framework and VALS types). These people are attracted to variety and excitement. VALS also explained their favorite activities include, exercise, sports, outdoor recreation and social activities (US framework

Running head: FLAGSHIP NIAGARA

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and VALS types). They spend most of their disposable income on fashion, entertainment and socializing. Overall, the members of this public are young, fun and enjoy socializing. Currently, Flagship Niagara does not have a relationship with this public because they have not targeted them in the past. This is a great opportunity to broaden the Flagships target market and create a membership cliental of young people. Influentials: Media Friends Parents Grandparents Teachers

Self-interests Looking good Having cool stuff Exercise and play sports Outdoor activities Social activities Fashion Entertainment

Probable Public 5: Elementary schools in Erie, PA In Erie County, there are 75,052 individuals 3 years and over enrolled in school (Selected social characteristics). For this particular public we are focusing on the 47,327 people who attend kindergarten, elementary school and high school (Selected social

Running head: FLAGSHIP NIAGARA

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characteristics). There are many public and private schools in Erie, PA. The Erie School District consists of 18 public schools, with more than 12,000 students. The schools range from varying grades: K-5, K-6, K-8, 6-8, 7-8 and 9-12. The school districts website states, the District is committed to creating an environment of high expectations, trust, collaboration and respect with the recognition that all students can learn (About Us). Besides public schools, 49 private schools in Erie County, with more than 8,000 students ("Erie County Private Schools). Private schools in Erie attempt to provide a unique educational experience with small class sizes, strict rules to provide a happy and safe environment, several opportunities for parent involvement and an array of activities and programs ("Erie County Private Schools). The Flagship Niagara currently travels to various Erie County schools to educate children on the history of local organization and ship. While there is already a developed relationship, ideally, Flagship Niagara will increase school visits, broaden the amount of schools visited and encourage student participation in the historical legacy. Influentials Students Parents Local community organizations Government

Self-interest Educating students Students well-being

Running head: FLAGSHIP NIAGARA Community

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Situation Analysis
The current situation that Flagship Niagara is facing is keeping their nonprofit organization afloat, as funds and memberships are decreasing (Refer to Appendix A). Flagship has several opportunities, including: targeting a younger demographic, reaching out to local businesses, interacting with local schools and the upcoming Flagship Festival event (Refer to Appendix E and F). The purpose of reaching out to young people, businesses, and schools is to increase interest about the Flagship Niagara, which will potentially lead to an increase in memberships. The Flagship Festival is also an occasion to increase promotion about the organization and to spread the word about the historical charm and benefits of becoming a member of the legacy. Potential difficulties that may occur are that current or potential members may chose to support competing non-profit organizations. This issue would lead to a loss of current members and add to the decline of the company. Unfortunately, due to the fact that the Flagship Niagara is a non-profit organization, it has lost a lot of financial support from the government. Therefore, there are limited funds, which results in limited benefits for the members. Flagship Niagara must take advantage of its strengths and use them to turn the company into a thriving success.

Core Problem/Opportunity
Flagship Niagara is struggling to retain current members and target or gain new members, due to limited funds and benefits.

Running head: FLAGSHIP NIAGARA

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Adaptation
Goal
To reach a larger demographic to gain new members.

Objectives
Objective 1: To increase new membership by 37 percent by August 2013. (RESEARCH SECTION) Sub-objective: To increase a demographic, 60 and younger, by 10 percent by August 2013. Objective 2: To increase membership events, up to four events per year, by August 2013.

Key publics and messages

Slogan Experience the legacy. Objective 1 To increase new membership by 37 percent by August 2013. Probable public 1: Parents in Erie County, PA Primary Message 1: Share the legacy of Eries Flagship with your children. Secondary Message: Its raining outside, youre cooped up in your house. The children are getting wrestles and youre wondering what you are going to do today. You go to the grocery store and you see a poster for the Flagship Niagara. We want you to come

Running head: FLAGSHIP NIAGARA check us out. Yeah you, bring your children and families on down. Were a fun, easy, educational, and inexpensive way to enjoy time with your children.

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Want to become involved in something with your family? Well come on down to the Bay front and see what the Flagship Niagara has to offer for not only you, but your children as well. With the new release of our kids club, we are looking forward to educating you children and taking them off your hands for a few hours.

Strategy 1: Create posters that inform households on the Flagship Niagara and include the Kids Club logo. Tactics: 1. Compile content wanted on poster by Week 2 of February 2013. 2. Send to Shea Quadri to design poster graphics by Week 2 of February 2013. 3. Get approved by Executive Director Shawn W. by Week 3 of February. 4. Select locations where posters will be located by Week 1 of April 5. Print posters by Week 2 of April 6. Place posters in previously assigned areas by Week 4 of April Probable public 2: Businesses in Erie, PA Primary Message 1: Invest in our youth. Secondary Messages: Children who take part in community-based activities are less prone to violence & drug abuse. With all of the non-profit organizations out there, why not invest in one that provides educational opportunities for children? With a hop, skip and a jump

Running head: FLAGSHIP NIAGARA away the Flagship Niagara is an enlightening experience for all ages and is an investment for the community

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Strategy 1: Send direct mail piece to local businesses to increase business memberships. Tactics: 1. Gather relevant businesses information on their company by Week 1 of March 2013 2. Find addresses of target businesses by Week 1 of March 2013 3. Write information to be put onto direct mail piece by Week 3 of March 2013 4. Create direct mail piece by Week 1 of April 2013 5. Print direct mail piece by Week 2 of April 2013 6. Send direct mail piece to all business by Week 3 of April 2013 7. Personally write thank you notes to each business thanking them for their participation and investment in the organization by Week 1 of May 2013 Probable public 3: Individuals 10 and under in Erie, PA Primary Message 1: Hop on board. Secondary Messages: Looking for somewhere to take your children on a Saturday afternoon? We have your solution. We have a fun-filled way to keep your kids entertained, without digging into your pockets too much. There are many entertainment options available in Erie Pa for you and your family to experience. But why pay too much? By purchasing a family membership and participating in the Flagship Niagara Kids Club, you can

Running head: FLAGSHIP NIAGARA

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guarantee that your family experience will be one you continuously want to have. Also, by having the membership, you will be able to come back again and again. Strategy 1: Create a Kids Club for children 10 and under in Erie County, PA Tactics: 1. Discuss ideas for Kids club by Week 2 of February 2013 2. Brainstorm activities for children by Week 3 of February 2013 3. Create logo by Week 3 of February 2013 4. Update social media sites and web page to include information on Kids Club by Week 1 of April 2013 5. Print logo on posters to display in local businesses, schools and libraries by Week 2 of April 2013 6. Have an opening for Kids Club by Week 2 of May 2013 Strategy 2: Have an event for the kids club opening Tactics: 1. Start planning the dates for the kids club event by Week 1 of March 2013 2. Create invitations for grandparents/parents/kids for the start of the club by Week 3 of March 2013 3. Plan a variety of fun activities for the kids by Week 4 of March 2013 4. Print invitations by Week 1 of April 2013 5. Send invitations by Week 2 of April 2013 6. Hold the event by Week 2 of May 2013 Strategy 3: Create a Kids Club logo Tactics:

Running head: FLAGSHIP NIAGARA 1. Design a Kids Club logo by week 1 of February 2013 2. Have Shea make a mock logo by week 2 of February 2013 3. Show Shawn mock logo by end of week 2 of February 2013 4. Look over and make any changes to logo by week 1 of April 2013. 5. Have logo ready by the opening of the Kids Club by week 2 of May 2013. Probable public 4: Elementary schools in Erie, PA Primary Message 1: Join the educational journey. Secondary Messages:

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Why teach just in a class room when you have an opportunity to take students to an educational, fun-pact journey through the Flagship Niagara

Weve all been there, in the classroom learning about history, having teachers read to us from a book, not being fully interacted. Why not take them somewhere where they can not only learn about history, but see it for themselves? No matter what time of year it is, the Flagship Niagara is always open, ready to give students the educational experience they deserve

Strategy 1: Field trip to Flagship Niagara Tactics: 1. Contact local elementary schools in Erie, Pa. by Week 1 of March 2013 2. Invite classes to bring students to Flagship Niagara to learn about the ship and organization by Week 1 of April 2013. 3. Schedule a day for an elementary school to come and explore the museum by Week 3 of April 2013.

Running head: FLAGSHIP NIAGARA

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4. Take students on a tour of the Erie Maritime Museum by Week 4 of April 2013. 5. As an added bonus, have the captain of the ship explain the ship to the students and give them a tour by Week 4 of April 2013. Primary Message 2: Educate our youth. Secondary Messages: Flagship Niagara has so much to offer students, from history lessons to learning different parts of the ship. They will be instructed on key material that is located just around the corner. History is an important part of an educational experience for children. Why not teach them about something that is located just around the corner? Looking for your children to learn more about the community? No problem. By having your children study about the Flagship Niagara in the classroom, they are not only developing a sense of pride of historical landmarks within the community, they are also learning about important historic events that have shaped our nation. Strategy 1: Incorporate Flagship Niagara into Erie history curriculum. Tactics: 1. Contact local school districts in Erie County, Pa. by Week 3 of May 2013. 2. Set-up a system to incorporate Flagship Niagara into their history programs by Week 1 of September 2013. 3. Create a collaborative curriculum with teachers about Flagship Niagara. By Week 2 of September 2013.

Running head: FLAGSHIP NIAGARA

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4. Have volunteer go and speak to classes during their lessons by Week 3 of September 2013. Objective 2 To increase membership events, up to four events per year, by August 2013. Probable public 1: Current Flagship Niagara members Primary Message 1: Get more out of your membership. Secondary Messages:

A membership to the Flagship Niagara League helps to ensure that one of Americas great maritime treasures is preserved for years to come. While we provide several benefits to our members including discounted rates and free museum admission, the single greatest benefit to membership is the satisfaction of knowing that the Flagship Niagara stands tall, and sails because of people such as you. Please consider a membership level that fits within your own individual budget (Membership).

We would like to thank you for your investment within our organization, and taking pride in preserving something so important within our community. Come on down to the Flagship Niagara for our Membership Appreciation Day, because you are such an important aspect to the growth and history of the Niagara.

Strategy 1: Membership Appreciation Day Tactics: 1. Start discussing plans for an appreciation day to hold for members by Week 1 of May 2013. 2. Create a minute-by-minute for the event by Week 2 of May 2013.

Running head: FLAGSHIP NIAGARA 3. Create invitations by Week 3 of May 2013. 4. Send invitations to all Flagship memberships by the last week of May 2013.

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5. Organize food, tents, activities and entertainment for event by Week 1 of June 2013. 6. Find volunteers for the event by Week 2 of June 2013. 7. Hold event for current Flagship members by Week 1 of July 2013. Strategy 2: VIP area for members at Tall Ships Event Tactics: 1. Encourage members to attend the Tallship Festival by Week 2 of July 2013. 2. Set up additional VIP area at event by Week 2 of August 2013. 3. Provide beverages and snacks for member during Tallships Festival the first weekend of September 2013. Probable public 2: Parents in Erie, PA Primary Message: Follow the legacy and see whats trending Secondary Messages: Why limit your experiences by just taking a tour when you can follow us on Facebook and Twitter. Everything nowadays is available at a click of a button. Why not like us on Facebook or follow us on Twitter and see what were are trending and promoting for the community and our members. Dont have time to come down to the museum? Dont fret. Log-on and see what new updates we have, different types of events coming up and what is available to you and your families. Strategy 1: Update social media pages.

Running head: FLAGSHIP NIAGARA Tactics: 1. Look over social media sites (Facebook, Twitter, Wikepedia) and see what needs updated or changed by week 1 of April 2013 2. Have intern start tweeting about upcoming events, Kids Club, and having more hands-on approach to sites by week 3 of May 2013. 3. Update Wikepedia page by week 1 of June 2013.

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4. Try to reach out to more followers and friends on social media sites by week 1 of June 2013 Probable public 3: Individuals 10 and under in Erie, PA Primary Message 1: Come join in the fun. Secondary Messages: Want to learn more about educational experiences for your children? Check out our social media sites to see what we are doing for you and your children. Bored with the same old same old? See what we are offering your kids with daily posts about our new kids club and some of the changes being made for our youth of the future. Strategy 1: Use social media to advertise and build awareness of Kids Club Tactics: 1. 2. 3. Create Facebook & Twitter for Kids Club by Week 3 of May 2013. Promote social media sites by Week 4 of May 2013. Invite current members to follow and like on social media website by Week 1 of June 2013.

Running head: FLAGSHIP NIAGARA Probable public 4: Elementary schools in Erie, PA Primary Message 1: Educate your students about your citys history. Secondary Messages: We encourage local families and student to attend upcoming Flagship Niagara events and we promise to give your students the education they deserve.

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With a membership the options are endless. Not only will you have the chance to take your students somewhere informative, but you are also preserving a historical landmark within the community and giving to an even great cause.

Strategy 1: Get schools & colleges to purchase business memberships. Tactics: 1. Offer discounts on field trips/voyages, and extra-curricular activities to schools and college in Erie County by Week 3 of April 2013. 2. Offer personal enticement through emphasizing the importance of school/community involvement by Week 4 of April 2013. 3. Get students to volunteer for events in the Kids Club to take part in community service projects by Week 1 of May 2013.

Calendar and Budget

Refer to attached spreadsheet.

Communication Confirmation
Public Current Members Self-Interests Preserving history Do not like change Do not utilize email VIP and special events Primary Messages 1). Get more out of your members hip. Influentials Partners (wife, husband) Money (self-interest) Media Fellow senior citizens Objectives Strategies 2).To increase membersh ip events, up to four events per year, by August 2013 1). Membership Appreciation Day 2). VIP area for members at Tall Ships Event Tactics Strategy 1: 1). Start discussing plans for an appreciation day to hold for members by Week 1 of May 2013. 2). Create a minute-by-minute for the event by Week 2 of May 2013. 3). Create invitations by Week 3 of May 2013. 4). Send invitations to all Flagship memberships by the last week of May 2013. 5). Organize food, tents, activities and entertainment for event by Week 1 of June 2013. 6). Find volunteers for the event by Week 2 of June 2013. 7).Hold event for current Flagship members by Week 1 of July 2013. Strategy 2: 1). Encourage members to attend the Tallships Festival by Week 2 of July 2013. 2). Set up additional VIP area at event by Week 2 of August 2013. 3). Provide beverages and snacks for member during Tallships Festival the first weekend of September 2013.

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Households in Erie County, Pa

Childrens well-being Educating their children Money Stylish products Shopping

1). Share the legacy of Eries Flagship with your children 2). Follow the legacy and see whats trending

Friends Parents Children

1).To increase new membersh ip by 37 percent by August 2013. 2).To increase membersh ip events, up to four events per year, by August 2013

1). Create posters that inform households on the Flagship Niagara and include the Kids Club logo. 1). Update social media pages.

Strategy 1 1).Compile content wanted on poster by Week 2 of February 2013. 2).Send to Shea Quadri to design poster graphics by Week 2 of February 2013. 3).Get approved by Executive Director Shawn W. by Week 3 of February. 4).Select locations where posters will be located by Week 1 of April 5).Print posters by Week 2 of April 6).Place posters in previously assigned areas by Week 4 of April Strategy 2 1). Look over social media sites (Facebook, Twitter, Wikipedia) and see what needs updated or changed by week 1 of April 2013 2). Have intern start tweeting about upcoming events, Kids Club, and having more hands-on approach to sites by week 3 of May 2013. 3). Update Wikipedia page by week 1 of June 2013. 4). Try to reach out to more followers and friends on social media sites by week 1 of June 2013

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Businesses in Erie, Pa

Profiting form their goods and services Well being of employees Making sure Erie says on the map Helping other local businesses

1). Invest in our youth.

Employees Erie community Other local businesses

1).To increase new membersh ip by 37 percent by August 2013.

1). Send direct mail piece to local businesses to increase business memberships.

Individuals 10 and under in Erie, Pa

Looking good Having cool stuff Exercise and play sports Outdoor activities Social activities Fashion Entertainment

1). Hop on board. 2). Come join in the fun.

Media Friends Parents Grandparent s Teachers

1). To increase new membersh ip by 37 percent by August 2013. 2).To increase membersh ip events, up to four events per year, by

1). Gather relevant businesses information on their company by Week 1 of March 2013 2). Find addresses of target businesses by Week 1 of March 2013 3). Write information to be put onto direct mail piece by Week 3 of March 2013 4). Create direct mail piece by Week 1 of April 2013 5).Print direct mail piece by Week 2 of April 2013 6).Send direct mail piece to all business by Week 3 of April 2013 7).Personally write thank you notes to each business thanking them for their participation and investment in the organization by Week 1 of May 2013 1).Create a Kids Strategy 1: Club for 1). Discuss ideas for Kids club by Week 2 children 10 and of February 2013 under in Erie 2). Brainstorm activities for children by County, PA Week 3 of February 2013 2). Have an 3). Create logo by Week 3 of February 2013 event for the 4). Update social media sites and web page kids club to include information on Kids Club by opening Week 1 of April 2013 3). Create a 5). Print logo on posters to display in local Kids Club logo businesses, schools and libraries by Week 2 1). Use social of April 2013 media to 6). Have an opening for Kids Club by Week advertise and 2 of May 2013 build awareness

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August 2013

of Kids Club

Strategy 2: 1). Start planning the dates for the kids club event by Week 1 of March 2013 2). Create invitations for grandparents/parents/kids for the start of the club by Week 3 of March 2013 3). Plan a variety of fun activities for the kids by Week 4 of March 2013 4). Print invitations by Week 1 of April 2013 5). Send invitations by Week 2 of April 2013 6). Hold the event by Week 2 of May 2013 Strategy 3: 1). Design a Kids Club logo by week 1 of February 2013 2). Have Shea make a mock logo by week 2 of February 2013 3). Show Shawn mock logo by end of week 2 of February 2013 4). Look over and make any changes to logo by week 1 of April 2013. 5). Have logo ready by the opening of the Kids Club by week 2 of May 2013. Strategy 4: 1). Create Facebook & Twitter for Kids Club by Week 3 of May 2013. 2). Promote social media sites by Week 4 of May 2013. 3). Invite current members to follow and like on social media website by Week 1 of June 2013.

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Elementary Schools in Erie, PA

Educating students Students well-being Community

1). Join the education al journey. 2). Help us, help you.

Students Parents Local community organizations Government

1). To increase new membersh ip by 37 percent by August 2013. 2). To increase membersh ip events, up to four events per year, by August 2013.

1). Field trip to Flagship Niagara 2). Incorporate Flagship Niagara into Erie history curriculum. 1). Get schools & colleges to purchase business memberships.

For strategy 1: 1). Contact local elementary schools in Erie, Pa. by Week 1 of March 2013 2). Invite classes to bring students to Flagship Niagara to learn about the ship and organization by Week 1 of April 2013. 3). Schedule a day for an elementary school to come and explore the museum by Week 3 of April 2013. 4). Take students on a tour of the Erie Maritime Museum by Week 4 of April 2013. 5). As an added bonus, have the captain of the ship explain the ship to the students and give them a tour by Week 4 of April 2013. For strategy 2: 1). Contact local school districts in Erie County, Pa. by Week 3 of May 2013. 2). Set-up a system to incorporate Flagship Niagara into their history programs by Week 1 of September 2013. 3). Create a collaborative curriculum with teachers about Flagship Niagara. By Week 2 of September 2013. 4). Have volunteer go and speak to classes during their lessons by Week 3 of September 2013 Get schools & colleges to purchase business memberships. For Strategy 1: 1). Offer discounts on field trips/voyages, and extra-curricular activities to schools and

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college in Erie County by Week 3 of April 2013. 2). Offer personal enticement through emphasizing the importance of school/community involvement by Week 4 of April 2013. 3). Get students to volunteer for events in the Kids Club to take part in community service projects by Week 1 of May 2013.

Evaluation
Goal: To reach a larger demographic to gain new members. Objective 1: To increase new membership by 37 percent by August 2013. Sub-objective: To increase a demographic, 60 and younger, by 10 percent by August 2013. Criteria for Objective 1: New membership has increased by 37 percent by August 2013. Criteria for Sub-objective: A demographic of 60 and younger has increased by 10 percent by August 2013. Tools: The increase in membership was determined by analyzing the number of members before the campaign and comparing it to the new count of members in August 2013. In addition, a survey was administered to determine the increase in membership demographics. Objective 2: To increase membership events, up to four events per year, by August 2013. Criteria for Objective 2: Membership events increased, up to four events per year, by August 2013. Tools: The amount of membership events was measured by counting the number of events planned for 2013.

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Areas of Future Consideration

Probable publics: o High school (14-18) Create curriculum with local high schools and teachers, incorporating the Flagship Niagara and the War of 1812 with their history programs. Coordinate field trip for students to come tour the facility and to learn more about the history within the museum. Reenactment of War of 1812 Students could get involved with costumes and including information they learned in class about the battle Captain and volunteers on ship in costume and informing students about the actual events that took place in history. o Historical Society Package tours

o Library Collaborative book reading program Educational experiences for young children Captain/volunteers could visit the library and do a talk with children and explain the historical events that took place.

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Works Cited
"About Us." Erie Public Schools. N.p., n.d. Web. 13 Jan. 2013. <http://www.eriesd.org/domain/70>. De Vita, C. J. (2003). A profile of nonprofit organizations in Erie, Pa. Retrieved from http://www.urban.org/publications/411395.html Erie Art Museum. (2011). Annual Fund. Retrieved from http://www.erieartmuseum.org/give/annual.html "Erie County Private Schools." Private School. Private School Review, n.d. Web. 13 Jan. 2013. Erie Playhouse. (2011). 2011 Annual Fund Report. Retrieved from http://www.erieplayhouse.org/files/connections-2011-4x9-brochure.pdf Family Services of NW PA. (2011) 2010-2011 Annual Report. Retrieved from http://www.fsnwpa.org/about.php Market segments & consumer markets. (2011). Retrieved from http://www.claritas.com/MyBestSegments/Default.jsp?ID=37&id1=1027&id2=52 Membership. Erie Maritime Museum, n.d. Web. 24 Jan. 2013. Retrieved from website: http://www.eriemaritimemuseum.org/flagship_niagara_league/membership/ Sarah A. Reed Childrens Center. (2012). 2011-2012 Annual Report. Retrieved from http://www.sarahreed.org/content/annual_report United Way Worldwide. (2011). 2011 Annual Report. [Data file]. Retrieved from http://www.unitedway.org/pages/2011-annual-report

Running head: FLAGSHIP NIAGARA U.S. Census Bureau, (2011). Grandchildren under 18 years living with a grandparent householder by age of grandchild (B10001). Retrieved from website: http://factfinder2.census.gov U.S. Census Bureau, (2011). Own children under 18 years by family type and age (B09002). Retrieved from website: http://factfinder2.census.gov U.S. Census Bureau, (2006-2010). Selected social characteristics in the United States (DP02). http://factfinder2.census.gov U.S. Census Bureau, (2011). State and county quickfacts: Erie county, pennsylvania. Retrieved from website: http://quickfacts.census.gov US framework and VALS types. (n.d.). Retrieved from http://www.strategicbusinessinsights.com/vals/ustypes.shtml

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YMCA. (2011). Annual Impact Report to the Community 2011: YMCA of Greater Erie. Retrieved from http://www.ymcaerie.org/wp-content/uploads/2010/10/YMC0122_2011-Y-Annual-Final_lr_6-14-12.pdf

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Appendices
Appendix A
Decrease in Flagship Niagara Membership

Decrease in Membership
1200 1000 Total Members 800 600 400 200 0 2009 2010 Years 2011 2012

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Appendix B
Age of 42 Surveyed Current Members

Age of Current Members

Under 30 41 - 50 51 - 60 Over 61

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Appendix C
Memberships of 42 Surveyed Current Members

Types of Memberships

5% 26% Individual Family 45% 24% Senior/Couple Plank

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Appendix D
Offered Benefits Utilized by Current Members

Benefits Utilized by Members

Ship Access Gift Shop Discount Voyage Discounts Exclusive Events Quarterly Newsletter

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Appendix E
Amount of 42 Surveyed Members with Grandchildren

Members with Grandkids

No, 36%

Yes, 64%

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Appendix F
42 Surveyed Members Grandchildrens Age

Members' Grandchildren's Age

5 and Under 6 to 10 11 to 15 Over 18

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Appendix G
Total Funds of Nonprofits from 2010-2012

Total Funds of Nonprofits

Erie Art Museum Erie Playhouse Sarah Reed United Way (Erie, Pa. only) YMCA Big Brothers Big Sisters Flagship Niagara

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Appendix H
Flagship Niagaras Facebook Page

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Appendix I
Flagship Niagaras Facebook Page: Likes and People Talking About This

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Appendix J
Flagship Niagaras Twitter Page

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Appendix K
Flagship Niagaras Wikipedia Page