Upload
chicago-ama
View
746
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Chicago Architecture Foundation - Around Chicago in 85 Tours by Jennifer Lucente
Citation preview
Founding of CAFFounding of CAF
Glessner House
Santa Fe Building
Architecture River CruiseArchitecture River Cruise
Voted Chicago’s #1 Architecture Tour
200,000 people take CAF’s River Cruise every year
HAPPY HOUR TOURS
ToursTours
Programs, Exhibitions, Education, EventsPrograms, Exhibitions, Education, Events
Award-winning K-12 textbooks & curriculum
Chicago Model City exhibition
Programs and lectures Special events
DocentsDocents
More than 450 docents volunteer their time to lead CAF’s 85 tours
Our audience…Our audience…
Research study showed…Research study showed…
Opportunity audience
25-44 years old
Cultural events
Architecture & design
Chicago history & future
Beyond the River Cruise…Beyond the River Cruise…
ICAF River Cruise
…but weren’t connecting with the rest of CAF
LOVE the River Cruise…
ConnectingConnecting
Opportunity audience
Tech-savvy
Using social media to connect with others
Taking it mobile
CAF’s social mediaCAF’s social media
Facebook:facebook.com/chicagoarchitecture
Twitter:@chiarchitecture
• Strong interest in CAF• Research study was right• No corporate voice
Bridging the gapBridging the gap
Converting our strong online audience into a participating audience
ParametersParameters
Audience
• Catchy, fun, interesting
• Easy to participate online & in real life
• Genuine, personal, down-to-earth
ParametersParameters
CAF
• Low or no cost
• Manageable just by me
• Keep CAF “as is”
GoalsGoals
• Increase awareness & participation online & in real life
• Position CAF as a leader in social media marketing
• Create network of online brand ambassadors
• Bring in revenue
Take all of CAF’s 85 tours within one year
Around Chicago in 85 ToursAround Chicago in 85 Tours
Document the challenge online:
Around Chicago in 85 Tours BlogAround Chicago in 85 Tours Blog
www.85tours.com
All 85 tours…All 85 tours…
Alta Vista Terrace Architecture River Cruise
Beverly: Elegance on the Ridge 1Beverly: Elegance on the Ridge 2
Bike the Lakefront Bridgeport
Bungalow Belt By Bus (North Route)Bungalow Belt By Bus (South Route)
Chicago Board of Trade Chicago Old and New: Intersections
Churches by Bus Daniel Burnham: Architect, Planner, LeaderDevil in the White City Companion Bus Tour
Downtown DecoEmerging Chicago
Evanston Along the Lake Farnsworth HouseFine Arts Building
Frank Lloyd Wright by BusFrank Lloyd Wright in Oak Park
Frank Lloyd Wright Neighborhoods by Bus-SaturdaysGold Coast: Astor Street
Gold Coast: Dearborn Street
Alta Vista Terrace Architecture River Cruise
Beverly: Elegance on the Ridge 1Beverly: Elegance on the Ridge 2
Bike the Lakefront Bridgeport
Bungalow Belt By Bus (North Route)Bungalow Belt By Bus (South Route)
Chicago Board of Trade Chicago Old and New: Intersections
Churches by Bus Daniel Burnham: Architect, Planner, LeaderDevil in the White City Companion Bus Tour
Downtown DecoEmerging Chicago
Evanston Along the Lake Farnsworth HouseFine Arts Building
Frank Lloyd Wright by BusFrank Lloyd Wright in Oak Park
Frank Lloyd Wright Neighborhoods by Bus-SaturdaysGold Coast: Astor Street
Gold Coast: Dearborn Street
Graceland Cemetery Graceland: A Second Look
Green Inside OutHighland Park Walk
Highlights by Bus: Robie HouseHistoric Downtown (north): Treasures
Historic Downtown (south): Rise of the SkyscraperHyde Park
Jackson Boulevard Jenney, “Father of the Skyscraper,” and His Legacy
John Hancock BuildingKenilworth - North RouteKenilworth - South Route
Kenwood Lake Forest Cemetery
LaSalle Street Towers of Finance Lights, Camera, Architecture!
Lincoln Park Zoo: the Architecture Logan Square Loop Tour Train
Louis Sullivan: Lost & FoundMacy’s on State Street
Magnificent Mile
Graceland Cemetery Graceland: A Second Look
Green Inside OutHighland Park Walk
Highlights by Bus: Robie HouseHistoric Downtown (north): Treasures
Historic Downtown (south): Rise of the SkyscraperHyde Park
Jackson Boulevard Jenney, “Father of the Skyscraper,” and His Legacy
John Hancock BuildingKenilworth - North RouteKenilworth - South Route
Kenwood Lake Forest Cemetery
LaSalle Street Towers of Finance Lights, Camera, Architecture!
Lincoln Park Zoo: the Architecture Logan Square Loop Tour Train
Louis Sullivan: Lost & FoundMacy’s on State Street
Magnificent Mile
…continued……continued…
Marquette BuildingMerchandise Mart
Michigan Avenue: Chicago's Landmark StreetwallMies & Modernism: The IIT Campus Tour
Millennium Park RevealedModern Skyscrapers
Modern Wing - Art Institute of ChicagoMonadnock Building
Oak Woods Cemetery Old Town Triangle
Palmer House Hotel TourParks & Blvds By Bus: Grant & the South ParksParks & Blvds By Bus: Lincoln & the West Parks
Preserving Chicago's LandmarksPrinters Row
Reliance Building (Hotel Burnham)River North
Riverfront Walk I-Main Branch
Marquette BuildingMerchandise Mart
Michigan Avenue: Chicago's Landmark StreetwallMies & Modernism: The IIT Campus Tour
Millennium Park RevealedModern Skyscrapers
Modern Wing - Art Institute of ChicagoMonadnock Building
Oak Woods Cemetery Old Town Triangle
Palmer House Hotel TourParks & Blvds By Bus: Grant & the South ParksParks & Blvds By Bus: Lincoln & the West Parks
Preserving Chicago's LandmarksPrinters Row
Reliance Building (Hotel Burnham)River North
Riverfront Walk I-Main Branch
Riverfront Walk II: Fork of the River Rookery
Rosehill Cemetery Rosehill Mausoleum
Santa Fe Building Sculpture in Lincoln ParkSculpture in the Loop
Seats of Power: City, County and StateSegway on the LakefrontSheffield Historic District
Sullivan Center (Carson Pirie Scott)Tiffany Treasures in Chicago
Uptown White City Revisited
Wicker Park Willis Tower and Its Next-Door Neighbor
Women of Influence - Graceland Cemetery
Riverfront Walk II: Fork of the River Rookery
Rosehill Cemetery Rosehill Mausoleum
Santa Fe Building Sculpture in Lincoln ParkSculpture in the Loop
Seats of Power: City, County and StateSegway on the LakefrontSheffield Historic District
Sullivan Center (Carson Pirie Scott)Tiffany Treasures in Chicago
Uptown White City Revisited
Wicker Park Willis Tower and Its Next-Door Neighbor
Women of Influence - Graceland Cemetery
Around Chicago in 85 ToursAround Chicago in 85 Tours
Benefits for CAFBenefits for CAF
Get to know CAF audience & opportunity audience
Introduce opportunity audience to CAF
Grassroots feel…global reach
Increase CAF docent morale
Library of content
MediaMedia
Increased awareness of the Chicago Architecture Foundation
Increased awareness of the Chicago Architecture Foundation
Why would I do this to myself?Why would I do this to myself?
Learn about tours & audience
Connect with tour-goers & docents
Experience…professional & personal
It’s fun…and I love to challenge myself
Impact on Social MediaImpact on Social Media
39%39%39%39%
95%95%95%95%
@chiarchitecture
facebook.com/chicagoarchitecture
**As of 6/16/2010
Impact on membershipImpact on membership
New membership up an
average of 11% per month
Impact on toursImpact on tours
Neighborhood Tours: 190%
Highlights by Bus tour: 9.5%
Historic Treasures: 15%
Green Inside Out: 24%
What I’ve learned…What I’ve learned…
People are listening
They also want to be heard
Word of mouth on steroidsWord of mouth on steroids
Testimonials
“Tweetups”
Referrals
Recent tweets…Recent tweets…
“I can vouch for the fact that your guides are terrific. Our Highlights guide managed her way around a parade and the POTUS”
“I absolutely loved the architecture tour I took with the Chicago Architecture Foundation. I learned a ton about the city!”
“went on the chicago architecture foundation's boat tour this morning. so good! every chicagoan should go and learn about this beautiful city”
“I love Chicago! Currently enjoying the exhibits @ the Chicago Architecture Foundation with the bestest husband & dad”
“@chiarchitecture Went on your bus and boat tours.The docents were terrific. What an incredible city this is!”
“Love giving my time to @chiarchitecture because they have done so much for me! Newhouse 08, 07 & 06”
“Took the downtown deco tour today. Thanks for another great tour, @chiarchitecture”.
“My pics from Chicago Architecture Foundation's "Devil in the White City" Tour. Highly recommended! http://ow.ly/1Jo3A”
Need to be flexibleNeed to be flexible
UptownSaturday, July 10th
www.architecture.org/uptown
CAF TweetUp Tour
Get a team involvedGet a team involved
Participate in the conversation
Stay current
Connect with followers
Time and dedication
Common sense
Interest in social media
What’s next for me?What’s next for me?
The Around Chicago in 85 Tours Challenge continues…
What’s next for you?What’s next for you?
Follow!
www.85tours.com
@chiarchitecture
www.facebook.com/chicagoarchitecture
www.architecture.org
Jennifer [email protected]