RESEARCH

Alisha Durgin

JericaDziki

Asher Geisel

Lauren Palazzo

Overview

• Communication Audit

• Website + Official “Newsroom”

• Social Media Analysis

• Online reviews

• Intercept interviews (on site + off site)

• Survey Monkey

• Evaluation of Competitors

• Visit to the Fort

Communication Audit

• Google analytics

• I Heart NY/New York travel survey

0 1000 2000 3000 4000 5000 6000 7000 8000

NY

VT

NJ

MA

PA

CT

DC

FL

NH

CA

OH

MD

VA

TX

MI

IL

NC

RI

ME

GA

IN

WI

CO

AZ

SC

MO

TN

DE

KY

WA

DC

AL

IA

MN

OK

OR

LA

UT

NE

KS

WV

HI

NV

MS

ID

AR

SD

NM

MT

AK

WY

ND

Visitation report

(origin of visitors by state)

Top States Visitors Come From:

1. New York

2. Vermont

3. New Jersey

4. Massachusetts

5. Pennsylvania

Website & Newsroom

Social Media Analysis:

Twitter

• Tweets about

2-3 times per

day

• Followers: 139

Low

• Interesting +

informative

tweets with links

• No usage of

hashtags

Social Media Analysis:

Facebook

• Likes: 3,648

• Post typically receives 5+ likes

but few comments

• Some posts even have 30+

likes

Social Media Analysis:

Blog

Blog Post

Example

• Update Average: 1 blog post per

month Sparse updating

• Comments Average: 0

• Total amount of blog posts: 4

Social Media Analysis:

YouTube

• Total Uploads: 15

Sparse updating

• Views: 35 – 320

•Subscribers: 31

Online Reviews

Ranked #2 on Things to Do in the Adirondacks on US News

- 37 reviews on Trip Advisor (4.5 stars) (#1 thing to do in Ticonderoga, NY)

- 10 reviews on Yelp (4.5 stars)

“An amazing historical treasure!”

Intercept Interviews: On Site

The following questions were asked:

•How did you hear about Fort

Ticonderoga?

•What drew you to come to the Fort

today?

•What has been your favorite

experience at the Fort?

•Have you been here before?

•Who did you come with today?

•What would make you come back?

•Where are you from?

•How did you get here today?

•Age.

•Gender.

Results

• Found most visitors were couples, 36-50 years old; there were also many families with younger kids.

• Minority groups were present.

• Top favorite experiences: demonstrations (especially gun/musket demo), tour guides (who were dressed up), and King’s Garden

• Most people said they’d come back if there were more re-enactments.

• Found most people came for the historical aspect, but primarily because of its view/location and the weather.

- Interviewed: 15 people

67%

27%

6%

Would Come Back

Wouldn't Come Back or Maybe Would

N/A (Tour Guide)

Intercept Interviews: Off Site

The following questions were asked:

•Have you ever heard of Fort

Ticonderoga? How?

•Have you ever visited the Fort?

•What would draw you to Fort

Ticonderoga?

•If you have visited, when did you go?

•What would draw you to return?

•If you have visited, what was your

favorite experience there?

•What type of things do you like to do

on vacation?

•Have you visited any other historical

sites in the North East? Which ones?

•Age.

•Gender.

Results

-Interviewed: 25 people

• Many people have heard

of Fort Ti (primarily through

school and history class)

• Many visited while young.

• Half would not visit again.

84%

16%

Has heard

Hasn't heard

56%

44%

Has visited

Hasn't visited

48%52%

Those who would visit again (repeat visitor)

Those who would not visit again

Survey MonkeyThe following questions were asked:

•Gender.

•Where are you located?

•In what age range do you fall under?: < 18, 18-

25, 26-35, 36-50, 51-65, 66+

•Have you ever heard of Fort Ticonderoga? How?

•Have you ever visited Fort Ti?

•What would make you visit Fort Ti? What would

draw you to a historic site like this?

•If you have visited, when did you go? What would

draw you to return? What was your favorite

experience there?

•What types of things do you like to do on vacation?

•Have you visited any other historical sites in the

North East? If yes, which ones?

Results

-14 people took the survey

- Locations: -Los Angeles, CA

- San Francisco, CA

-Portland, OR

-Brooklyn, NY

-Whitesboro, NY

- New York state

- Dallas, TX

-Methuen, MA

-Burlington, VT

-Jericho, VT

-Chicago, IL

14%

86%

Male

7%

79%

14% < 1818-2526-3536-5051-6566 +

36%

64%

Has heard of Fort Ti

Hasn't heard of Fort Ti

7%

93%

Has visited

Has not visited

Evaluation of Competitors

• Shelburne Museum

• Fort William Henry

• Salem, Massachusetts (Salem Witch Tours)

- Attractions, probable target audiences, visitor

numbers (if

available), location, advertising/promotional

techniques

Our Visit & Reaction to Fort Ti

•When they’re closed... They’re closed!

•Hard to access

•Hard to navigate on your own

•Staff attitudes and personalities

Conclusions & Audience Analysis

• Mostly male audience

• Upper-middle aged couples

• Visitors mainly from

Adirondack area

• People want more interactive

exhibits/reenactments/demon

strations

• Scenery is a big draw for

visitors

• New Yorkers

• Couples (empty nesters)

• Families and head of

households

Conclusions Audience Analysis

End.