Background: Founded in 1999, the Richard W. Erickson Foundation started with a vision to preserve American history in a way that provides an educational and recreational experience for the community. To that end, the Foundation hosts several family-friendly events, including the Antique Power Show each June.
Opportunity:
While the Foundation’s Antique & Classic Power Museum houses an impressive array of attractions and the events they put on each summer are first-rate, they were not reaching as wide of an audience as they could. PilmerPR joined the team to increase general awareness of the Foundation.
Our goals were fourfold:
- Improve the experience of the website.
- Double the social media following for Facebook and Instagram channels.
- Double attendance at the annual Antique Power Show
- Generate 3 earned media hits.
Strategy:
We addressed these objectives with a variety of PR and marketing tactics derived from the central strategy of widening the net of the Foundation’s current outreach to find the right audience, including:
- Unlocking the power of SEO with a complete rewrite of the website’s content and a streamlined sales funnel.
- Building an online community through consistent social media posts, targeted ads, and an invitation-only media/influencer event.
- Community and press outreach including customized pitching, sponsorship opportunities and leveraging two local Chambers of Commerce.
Results:
As of Jul 12, 2023, all objectives were either exceeded or on-track to be met, while coming in 22% under budget.
- 138.45% increase in Facebook followers
- 63.78% increase in Instagram followers
- Ticket sales 2.4 times that of the previous year
- More than 12K social media influencer impressions
- 8 media articles
- A 2,972% boost in web traffic
View the full case study here.
Contact PilmerPR to see how we can assist you with your goals. Info@pilmerpr.com
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About the Author:
As founder of PilmerPR, John Pilmer, APR serves as a PR and marketing communications advisor for both emerging and established companies. He offers customers more than 20 years of results-driven business PR and marketing experience. John and the firm have provided PR consultation and campaigns for clients such as Mozy, Novell, AdvancedMD, Certiport, NextPage, ElectraTherm, Altiris, Avamar, EmergeCore Networks, FSLogic, INVISUS, 10x Marketing, MWI, Project Insight, REIC, Seastone, US Synthetic and Funding Universe (now Lendio), among others.