John Veverka & Associates

Go to content

Main menu

Marketing - 4 Week Course



Heritage Interpretation Training Center

A 4-Week Short Course
to help you to re-invent new post-coved marketing plans
and get visitors to come back again
to your Museums, Parks, or Heritage Attractions and
Build New Market Creation Strategies.


28 February - 28 March 2022
Course Tuition $300.00


 


Want to re-open or begin to attract your visitors back?  So what's your marketing plan?


The 4-week marketing course has been developed and will be mentored/coached by Prof. John Veverka - Director of the Heritage Interpretation Training Center and with 40 years of experience as an interpretive planning consultant and visitor marketing psychology researcher,

 
 

John teaching heritage tourims development and marketing at Lithuania University (left) and a course on developing tourism markaeting surveying strategies - Budapest, Hungary.

Course participants will receive:

- Interpretive Master Planning Textbooks
- Interpretive Marketing resource materials.
- Visitor Survey/Research Survey Technique Examples
- Time to work on updating your individual marketing drafts with mentoring (coaching).
- Weekly chat times (and SKYPE or Zoom personal chats with Prof. Veverka)
- A Certificate of Completion from the Heritage Interpretation Training Center with Three (3) CEU unit credits.

Prof. Veverka will offer weekly ZOOM meetings and discussions.  You can also contact Prof. Veverka at any time via e-mail or SKYPE to address any personal project questions at jvainterp@aol.com.

To provide adequate time for Prof. Veverka to offer individual mentor/coaching to participants working on projects, this course will be limited to 10 participants.

Course Registration

- Contact Prof. Veverka by e-mail (jvainterp@aol.com) or by SKYPE if you have more questions.  If you like, you can register one person for the course but have a team working with you on a marketing re-evaluation project.

- Pay the course tuition via the course web site PayPal button at the bottom of the web site page.
- Prof Veverka will send you by e-mail initial course textbooks and resource materials for each week.
- We will have a course orientation meeting via ZOOM for participants on the 28thst of Feb - time to be decided based on    participant time zones.

Course Weekly Content Structure

Week One
Unit One
- The psychology of post-coved marketing.
  * Maslow's Hierarchy Of Needs
  * Fear and Safety Factors
  * Safety and post-coved new visitor contact policies.   
  *Interpretive Marketing Plans General Content Outline
  *Objectives (what do you want this plan to accomplish?).
1.   Learning Objectives
2.   Emotional Objectives
3.   Behavioral Objectives

Unit Two - *Product(s) Analysis (what are you selling or offering)?
1.   Experiences (experience and memory mapping and analysis).
a.   Passive Experiences
b.   Active Experiences
c.   Psychological immersion (Concerns/Fears)
d.   Physical immersion (Risk mitigation marketing)
e.   The experience mix analysis

2. Physical products (books, trail guides, guided tours, videos, etc.).


Week Two, Unit Three
Current (pre-coved) Market Groups (Macro and Micro) analysis.  (Who are (were) your visitors, where are did they coming from, etc.).

1.   Your past (pre-coved) visitor demographics (any existing research available?).
2.   Seasonal visitation patterns from you past market groups?
3.   New or projected visitor expectations and motivations for visiting your site in a post-coved environment?
4.   Customer care needs and visitor safety concerns.
5.   Market mix sustainability (school groups, out of country tourists, etc.). Will you need to re-build your market mix?
6.   Visitation patterns (increase or loss) over the past 5 years.

Week Two Unit Four

Critique of pre-coved marketing/advertising strategies (did they work - how do you know?).

1.   Proposed post-coved advertising plans and ad placements (what magazines, web sites newspaper, etc and why).
2.   Marketing strategies and media to attract re-visits or for new market creation.
3.   Creating new marketing psychology strategies - convince me you're a safe place to visit.
4.   How must you re-target your marketing massages for different market groups?

Week Three, Unit Five
Competition Analysis
1.   Other near-by like attractions or sites with similar services and experiences.
2.   Other attractions in your area (their visitation numbers, seasonal visitation patterns, target market groups, etc.).
3.   Potential for developing partnerships (joint admission tickets, etc.?) with near-by attractions?

Week Three Unit Six
Your Market Creation Strategies
1.   Which new market groups do you want to try to attract?
2.   What benefits can you offer them for visiting your site or attraction?
3.   What promotion or advertising strategies will you need to communicate with them and tell them about your site and services?
4.   Where and how to make the most powerful first contacts.

Week Four - Putting it all together - a draft new post-coved strategy

Week Four Unit Seven - Developing your post-coved Marketing Campaign
1.   Consider budget allocations based on need.
2.   New revised advertising material design and pre-testing plan.
3.   Ad placements and tracking strategy ideas.
4.   Web Site Development updates needed.

Implementation of the Marketing Plan Strategies Considerations
1.   Time Lines for implementation.
2.   Budget determinations per ad line item.
3.   Staffing needs or outside contracting.
4.   Make a general outline of notes as to how you want to implement your updated post-coved marketing plan.

Week Four, Unit Eight
Tracking and evaluation of the ad campaign.  What will be your on-going evaluation to see how the advertising is going month by month?

l.   Tracking reviews (schedule, etc.) and technique strategies.
2.  Evaluation tools, and on-going evaluation (monthly?) to track visitation and visitor analysis (new vs. past/returning visitors.

Your final post-coved marketing strategy summary of things to do and timeline.

By this week you would have created a good general post-coved marketing plan outline and marketing strategy that could be developed into a complete marketing plan.  Feel free to add or change this as it best fits your particular agency or organization needs.

Good luck.

Questions and Course Tuition Payment $300.00

Prof. John Veverka
jvainterp@aol.com
www.heritageinterp.com
SKYPE:
jvainterp


<form action="https://www.paypal.com/cgi-bin/webscr" method="post" target="_top">
<input type="hidden" name="cmd" value="_s-xclick">
<input type="hidden" name="hosted_button_id" value="J8BPSLAZL63CC">
<input type="image" src="https://www.paypalobjects.com/en_US/i/btn/btn_buynowCC_LG.gif" border="0" name="submit" alt="PayPal - The safer, easier way to pay online!">
<img alt="" border="0" src="https://www.paypalobjects.com/en_US/i/scr/pixel.gif" width="1" height="1">
</form>




Home Page | Our Range of Services | Interpretive Coaching | Interpretive Planning | Interpretive Plan Outline | Interpretive Training | John Veverka Resume | Qualifications | NEW Advanced Interp. Text Book | InterpNEWS | Library | Expert in Interpretation | JVA NEWS, Courses and Updates | Certificates | Planning/Design of Interpretive Panels | Interpretive Writing | Interpretive Writing Course | Interpretive Trails Course | Interpretive Panels Course | Introduction to Heritage Interpretation Course | Interpretive Planning & Design of Marketing Brochures Course | Training for Interp. Trainers | Interpretive Exhibits Course | Interpretive Master Planning Course | Interpretive Planning for Scenic Byways. | Critiquing and Coaching Interpretive Staff | Advanced Interpretive Planning | Interpretive Training Center Course Catalogue | Interp. for International Visitors course. | Interpretive Exhibits Evaluation | Interp. Center Feasibility Analysis Course. | Interp. for Commercial Tour Providers | Interpretive Researchers Guide for Visitor Studies | Interp. Planning for Historic Homes | Heritage Interpretation Training Center | Interpretive Planning for Botanical Gardens | An introduction to planning and presenting live interpretive programs and tours for Museum/Heritage Site Docents and Volunteers. | Developing Marketing Plans for Heritage & Tourism Sites and Attractions | Interpretation Book Store | Heritage Interpretation Resource Center | Interpretive Planning for Historic Farms | Developing Successful Partnerships | Developing Interpretive Outreach Programs | Community Interpretation Planning | Interpreting Gravestones and Historic Cemeteries | Using Interpretation to Accomplish Management Objectives. | An Interpreters Guide for Survival Economics. | Innovative Strategies for Interpretive Media and Services Planning. | A Curators Guide for Developing Gallery Tours. | Advanced Interpretive Writing - Technical Publications | Page 2 | Advanced Interpretive Services for Managers, Supervisors, Team Leaders and Sr. Staff. | Advanced Interpretation for Chiefs of Interp. - Interpretive Managers - Regional Interp. Specialists | Interpreting Critical Issues. | Developing Commercial Interpretation for Resorts, Cruise Ships, Campgrounds and Tourism Attractions. | Planning and developing a new commercial tour guiding business. | Interpretive Evaluation, Visitor Studies and Site Assessment Center | The Center for Interpretive Planning Advancement & Excellence. | Developing Requests for Proposals (RFPs) | Planning and Facilitating Focus Workshops | InterpNEWS Advertising Details | Planning for Interpretive Experiences | 40 Years a Heritage Interpreter | Interpretive Techniques - The Rest of the Story Course | Certified Professional Interpretive Planner Certificate | Certified Professional Interpretive Program | Certified Professional Interpretive Trainer certificate program. | Certified Professional Heritage Interpreter certificate program. | Certified Professional Interpretive Writer certificate program. | Visitor motives for attending interpretive programs. | Exhibit Rehab Course | Developing Training Workbooks & Manuals | Planning for Railroad Museums and Sites. | Climate Change Interpretation Course. | When there's nothing left but the story - interp. storytelling. | Interpreting Legends Myths and Fables | InterpSHARE - Seminars 2022 | Interpreting Invasive Species | Interpretiing Edible Insects | Interpretaive Planning for Climate Change | HITC Climate Crisis Resource Center | PUP Members Only | Starting a new Interp Consulting Business | Panels 4 Week Course | Interpretive Writing - 4 Week Course | Marketing - 4 Week Course | Intro to Interpretation - 4 Week Course | Interp Climate Change - 4 Week Course | Exhibit Rehab 4-Week Course | Level 1 | Johns Interpreters Blog | Economics for Heritage Interpreters | General Site Map
Back to content | Back to main menu