Seven Tips for Creating a
PRESERVATION POP-UP
Goals and Strategy
Setting a list of internal goals is a good starting point; it will help justify
the concept to manage...
Location
Consider where your target audience will be during hours of operation
and what spot will draw the most foot tra...
Function and Design
Decide the function of the pop-up. Will it serve as a base of
operations for the campaign, a giant b...
Budgeting
Before building out the space, consider how long it should be open to justify
time and money you’re investing....
Partners
Search for partners like other
local and regional preservation
groups, community groups, and
other organizati...
Swag (aka Stuff We All Get)
Having stickers, postcards, buttons, and other items that spread the
brand and message is pa...
Web Presence
Having a web presence for the pop-up is a key factor in a campaign’s
success. The National Trust team creat...
The National Trust for Historic Preservation works to save America’s
historic places. Preservation Tips & Tools helps oth...
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[Preservation Tips and Tools] 7 Tips for Creating a Preservation Pop-Up Shop

There’s no better spot to peep Warby Parker’s newest spectacle collection or score those budget-breaking, limited edition Jimmy Choos than in a trendy pop-up shop. The concept is simple: Insert yourself into a temporary space that puts new eyes on your brand and new minds on your mission, and see what you can accomplish. So if a pop-up can sell merchandise, why can’t it sell an idea or a campaign? That’s exactly what the National Trust’s community outreach team thought when they created a preservation-themed pop-up shop in Cincinnati’s Fountain Square this past fall. The goal was to promote the Yes on 8 campaign, aimed at convincing Hamilton County voters to approve a sales tax issue to save the city’s Union Terminal. The campaign ultimately succeeded -- the measure passed with 61% of the vote. The experience showed us the value of having a physical presence around an issue -- and also taught us a few tips and techniques for making a pop-up work. Here are seven factors to consider as you plan your own successful preservation pop-up. http://blog.preservationnation.org
Published on: Mar 4, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - [Preservation Tips and Tools] 7 Tips for Creating a Preservation Pop-Up Shop

  • 1. Seven Tips for Creating a PRESERVATION POP-UP
  • 2. Goals and Strategy Setting a list of internal goals is a good starting point; it will help justify the concept to management and allow you to measure success. Remember to be flexible. If initial strategies fall flat, create a new strategy for reaching the goals.
  • 3. Location Consider where your target audience will be during hours of operation and what spot will draw the most foot traffic. Look for potential partners or organizations that might support your mission and would be willing to donate space.
  • 4. Function and Design Decide the function of the pop-up. Will it serve as a base of operations for the campaign, a giant billboard, or perhaps a gathering space for the community? Regardless, having interactive educational, entertainment, and campaign support opportunities for walk-ins is a must.
  • 5. Budgeting Before building out the space, consider how long it should be open to justify time and money you’re investing. Tip: When furnishing your space or hosting events, likeminded organizations may be willing to give discounts if they support the cause.
  • 6. Partners Search for partners like other local and regional preservation groups, community groups, and other organizations whose experience and expertise can compliment that of your organization.
  • 7. Swag (aka Stuff We All Get) Having stickers, postcards, buttons, and other items that spread the brand and message is paramount to drawing more people to the cause. Swag also gives people something tangible to walk away with. And, hey, everybody loves free stuff.
  • 8. Web Presence Having a web presence for the pop-up is a key factor in a campaign’s success. The National Trust team created a WordPress site within the larger Yes on 8 campaign website where they could generate interest in the pop-up ahead of time, post photos and short blog pieces at critical moments, and share upcoming events.
  • 9. The National Trust for Historic Preservation works to save America’s historic places. Preservation Tips & Tools helps others do the same in their own communities. For more information, visit blog.preservationnation.org. Pg. 1 (L to R): Landor Associates, Cincinnati Museum Center, Landor. Pg. 2-5: Landor. Pg. 6: Cincinnati Museum Center. Pg. 7: Landor. Pg. 8: My Union Terminal Campaign Committee

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