Step 4: Market for Success

The fourth step in heritage tourism development is to specialize and deliver the message to a community, region, and beyond.

Determining the most effective way to market a heritage tourism program can initially appear challenging, but many options are available to successfully reach a target audience. The critical initial steps include identifying the target audience to determine how to use effective marketing tools to reach them. Before moving forward, consider the following marketing components:

• Target audience: Who is the visitor? Does the target audience include the local community, neighboring areas, the entire state, or out-of-state?
• Message: Clearly define the message to deliver.
• Medium: What outlets are most effective to deliver the message? This includes all formats of advertising and public relations, such as newspaper advertisements or announcements, social media, email, blogs, etc.
• Resources: Identify resources available for marketing, including financial and staffing.
• Strategy: Determine how available media outlets or other distribution resources will reach the target audience. Examples include print, television, radio, email, social media, and direct mail.
• Prioritize and complement: What marketing strategies will offer the greatest return for the investment and what can be done to complement those strategies? For example, to promote a historic site, schedule a press release to run simultaneously with a print advertisement and social media post.

Below are a few marketing strategies including public relations, advertising, brochures, print pieces, and websites. Consider developing a marketing plan that would detail how these strategies would be incorporated. A marketing plan will help you develop a strategic approach to your marketing efforts. Check the Internet for additional marketing resources.

Public Relations

Good public relations present an opportunity to establish relationships with area media representatives and generate stories and articles that positively promote a site without paying for advertising. Unlike paid advertising, stories on the radio, television, or in the newspaper have an advantage by offering the credibility of a recognized media outlet. Writing press releases, posting on social media, identifying local media contacts, and developing media partnerships are all components of successful public relations.

Writing Press Releases

Press releases share newsworthy information for media outlets to publicize (i.e., funding news, events, and new exhibits). Follow these tips when drafting a release:

• Press releases should be written in a journalistic style. Avoid exaggerating and flattering phrases. Anticipate reader questions by providing the who, what, when where, why, and how for the news item. The most important information should be used at the top of the release, with the most important point first. The typical press release follows an “inverted pyramid” format—it goes from the most important, or “weightiest,” points at the top down to the least-important points in case people only read part of the article.
• Keep the writing short and simple—one double-spaced page is usually enough.
• In the header, include the release date, a contact name or names, phone numbers, and email addresses. Specify “for immediate release” or to hold for a future release date.
• Develop a consistent format or look that is effective and easy to read.
• Research how local media prefer to receive press releases. Be as accommodating as possible.
• Distribute a press release far enough in advance to allow a publication to print it (usually a minimum of two weeks).
• Always follow up with the reporter to make sure a release was received and to see if there are any questions.
• Distribute to all appropriate media contacts.
• Develop and maintain a media database.

Social Media 

Social media is the modern equivalent of word-of-mouth marketing. As you post, share, and network on social media, your site or program will connect directly to your target audiences through the strategic use of hashtags and sponsored posts. Social media’s integration into people’s daily lives has made the public more accessible than ever before. 

To effectively use social media to support your public relations strategy, you must define your goals. Determine your broad, overreaching objective first, then answer these questions:

• What niche do you occupy in your industry?
• How can you distinguish yourself from your peers and competitors?
• Who is your target audience?
• Which platforms does your target audience engage with most?
• What types of content does your target audience interact with most?

Social media is ever-changing, so trial-and-error and adaptation are to be expected. Knowing what doesn’t work can be just as valuable as knowing what does, so it is important to be acutely aware of every success and failure as you fine tune your social media strategy.

Identifying Media Contacts

Maintain a detailed list of media contacts to efficiently communicate with key media partners. Keep the list in a database. Include newspaper, radio, and television contacts, as well as other publications, including local trade and travel magazines. As part of the media list, detail the following:

• Outlet name, call letters, format (live, taped, talk show, print, etc.)
• Multiple contacts at each outlet
• Phone, physical address, social media handle (if applicable), and email addresses
• Deadlines, relevant comments, and a detailed history of interactions with your organization

Developing Media Partnerships

Develop a good relationship with area media representatives as an investment in future publicity. Partnerships serve as a vital opportunity to enhance marketing efforts.

• Identify the most effective outlets by determining which will best deliver the message to the target audience. Is the target audience more likely to read a newspaper or magazine travel article or do they tend to receive their news and information from television or radio?
• Contact the community relations or marketing department of the potential media partner. If there is no such department, schedule a meeting with an editor who works closely with the news team and can help bring media attention to a site.

Advertising

Paid advertising allows you the opportunity to present a message in the exact form desired. Formats include print, radio, television, billboards, social media, or the web. Always consider how advertising efforts and public relations efforts can most effectively complement each other. Expense, appropriate format, and cooperative advertising are key components to consider.

Expense

Expense is arguably the greatest challenge of advertising. Depending on the frequency, expenses can vary greatly and add up quickly. Identify a realistic budget and determine which advertising media outlet will most effectively reach the target audience.

Advertising Outlets

There are a variety of outlets that can be used to reach an audience. Those more commonly used are:

• Print is a common tool for advertising that includes newspaper, magazines, and inserts. A variety of cost options are available based on the size of the ad, color options, and frequency. Always consider the distribution of the publication and the target audience. When designing an advertisement, keep it simple, focus on one call to action, and include your organization’s URL.
• Radio can be a very effective format, yet it is important to run the message many times to ensure listeners hear it. Expenses vary based on the length of the radio spot, number of radio spots purchased, and the number of listeners the radio station attracts.
• A well-designed and up-to-date website can offer a user-friendly and interactive experience for your visitor. The website needs to be created and maintained properly to be most effective (see the following Websites section). It should be simple and include compelling photos and other graphics, as well as contact information.
• Television can be very effective and can reach many people at once. However, television is traditionally the most expensive medium. Prices vary based on length of the commercial, when it will air, and the size and popularity of the television station.
• Public service announcements (PSAs) are free announcements run on radio and television stations promoting a project, event, or facility. They are usually between 10 and 60 seconds in length and can run at virtually any time of the day or night. Unlike paid advertising, PSA sponsors cannot request a time of day for their spot to run or appear. Contact the public service announcement director at most facilities for information on how to get a PSA on the air.
• Social media advertising is a type of digital marketing that utilizes social networks to deliver paid ads to your target audience. Social media ads can be a quick and cost-effective way to connect your consumers and boost your marketing campaigns. 

The types of ads you choose depend on your preferred platforms and the audiences you want to reach. Some examples of social media ads include static image ads, video ads, stories ads, and messenger ads.

Some of the most popular social media platforms in the U.S. are Facebook (Meta), YouTube, Instagram, and Snapchat. Since each social media platform has its own audience, you’ll want to choose one or more where your ideal customers are interacting.

Once you’ve decided which social platforms to use and the types of ads to present, you will need to create your content. Below are some considerations to assist you in determining the type of content you should create to optimize your “brand”.

• Understand your target audience: Ensure that you understand your ideal target audience, so you provide messages that resonate with them. You should target potential customers, but don’t forget about your current customers since remarketing to them reminds them of your brand and encourages future visits.
• Utilize organic posts: Use daily content that you already post on Facebook (Meta), Instagram, and other platforms to determine the success of future ads by tracking the posts that are most shared, commented on, liked, or clicked to use for ad campaigns. By knowing which types of posts have the highest engagement, such as photos or videos, you can also determine the best content format for your ads. Finally, to build brand awareness and help visitors know what content belongs to you, keep organic posts consistent with your ads.
• Create mobile-friendly ads: The majority of users view social media accounts on their mobile devices so ensure that you optimize your ads for small screens so the images are easily legible in this format. Use geofencing tools, if appropriate, to target mobile users in your area to ensure travelers only see your ads when they are close enough to physically visit your site.
• Track ad progress        
• Review analytics reports to understand if your ads are working and help you determine what improvements should be made for future ad campaigns. Knowing how your ads are doing will also help you set budgets for additional campaigns.
• Billboards can serve as an effective way to reach the traveling public by immediately directing visitors to the site and announcing its presence in the area. Keep the design very simple and include contact information. Consider using only a short website address.

Cooperative Advertising

Cooperative advertising is a valuable and affordable option to integrate potential advertising partners and collectively promote an area or region. The opportunity allows partners to participate in advertising that is initially cost prohibitive. It also provides the opportunity to work together as a region and promote complementary services to visitors such as entertainment, lodging, and dining. For example, several area businesses, such as a heritage site, hotel, and restaurant, might buy space on a print advertisement to promote their businesses simultaneously.

Brochures and Print Pieces 

Brochures can be effective in creatively sharing information with visitors. Printing costs can be expensive, so it is important to produce a brochure that includes high-quality yet affordable design, copy, and photos. Always run spell check and have several people proofread the material before it is sent to the printer. Review a printer’s proof for accuracy and quality. Keep in mind that good printing quality will not enhance a bad design. The design of the printed piece, whether it is a brochure, flyer, or newsletter, is crucial for success. A good design should communicate a clear message to the audience in a visually striking and compelling way.

Brochure Design Basics

All designs use basic elements to convey the message by using words, photographs, illustrations, or other graphic images. The goal of successful design is to ensure all elements are presented in a clean, simple design with lively text in a style that is appropriate for the intended market. Below are some basic principles of design with suggestions on how to incorporate them when creating a brochure.

Keep the design simple and copy to a minimum. A 4”x9” format fits easily into most brochure racks and into a standard #9 envelope. Keep the cover simple, preferably with a single focal point and with the most important text or heading on the top one-third of the page. This allows the brochure to be easily identified when placed in a rack.

• Ensure the copy is brief and uses action words to entice the reader. Body type should usually be at least 10-point type. Headlines, sub-heads, and captions for photos should reinforce the main message because these are read first.
• Make sure contact information is included and current. Provide a phone number with the area code, name, address, website, email, and social media channels, if available.
• If appropriate, include a simple locator map with directions. Most people use smart phones for mapping and directions now, so decide if this is appropriate given space limitations.
• Ensure all images are professional quality with sharp, clear, and focused detail, and with good color balance. Include interesting photos of people depicting a variety of ethnicity, race, age, and gender. However, be aware that photos of people can appear quickly outdated due to rapid changes in hairstyles and fashion. Historic photos can add visual interest and enhance the message. It is also important to include images that show a sense of fun and adventure—and when appropriate, a range of activities, subject matter, or geography.
• Always include the name of the location, description of the site, and proper photo credit. The photo credit should be included adjacent to the photo, in the caption, or with other credits in the brochure.
• Always ensure proper permission has been obtained for photos.

Hiring Professionals

In order to produce a high-quality brochure or print piece (or any marketing collateral), it may be necessary to seek the services of a professional graphic designer, copywriter, or photographer. These professionals can produce complete projects or provide limited consultation.

Graphic Designers

The most helpful and often-overlooked source of information may come from an experienced graphic designer with proper training, knowledge, and skills. The designer’s responsibility is to combine the copy, photos, or other graphic elements to best convey the message. The designer will need to know how the promotional material will be used, method of distribution, intended market, quantity, and general budget. Be clear on who will supply the copy and photos and the expected format. Remember, changes after the project has begun can be very costly. The designer can:

• Make recommendations about the most practical and economical shape, size, and format for the intended print piece (type of fonts, number of pages, colors, paper stock, etc.).
• Assist in obtaining good photographs, or work with a photographer to find the best images.
• Aid in technically communicating with the printer to produce the best product for the budget.
• Create a well-focused message to the public by coordinating all collateral materials, signage, and websites.

Copywriters

Copywriters can polish text, check for accurate grammar, and compel the reader with words. Look for resources in the community and seek recommendations.

Photographers

High-quality photographs entice and attract visitors. If money is available, consider hiring a professional photographer for the project to build a photo collection. If photos are already available but additional photos are needed, contact freelance photographers, convention and visitor bureaus, larger museums, and online sources with rights-free photography, such as Wikimedia Commons. If using an online photo source, it is imperative that you read the fine print and make sure you have permission to reproduce the photo with the appropriate credit information. Fees for professional photography vary, so always request a nonprofit price.

Websites

Establishing an effective website is an essential marketing strategy. Investing in proper design and maintenance is very important. Keep the site simple, easy to navigate, and mobile-friendly, and include the web address in all marketing efforts, business cards, and letterhead. As resources are available, consider hiring a professional web designer. Depending on the amount of updated information, consider hiring a webmaster to keep the site current.

There are several issues to consider in designing an effective website. Three significant components are:

• Navigation (how people move around the site): Identify important topics the target audience will seek. These should serve as the main menu items or topics across the home page. For convenience and efficiency, use terms familiar to the audience and consider including a search function to help users find information on the site, especially if it is a larger site.
• Structure (the organization of the data on the site): To help clarify information when planning where your content will go on the site, use flow charts or other organizational methods to show relationships between pages and topics. Before designing the pages, have a good organizational structure for each content type and piece of information.
• Layout and Design (how it will look): Use a consistent and aesthetically pleasing design that incorporates accessibility. Create a template with a header and space for content to ensure each page has the same format. Keep the page clean and uncluttered and use graphics or photos that represent the organization well. Use alt tags for images and graphics and follow other accessibility standards.

Free Publicity: Take Advantage of It!

There are numerous free outlets to promote your message, attraction, or event. Here are just a few:

• The THC’s Texas Heritage Trails Program’s 10 regional websites are excellent sources for promoting events, attractions, and more. Each of these regional sites has a calendar of events, and they are connected by a user-friendly itinerary builder. They can all be accessed through TexasTimeTravel.com.

• The Texas Events Calendar is published quarterly by the Travel Division of the Texas Department of Transportation from information supplied by Texas chambers of commerce, convention and visitor bureaus, and event organizers. View the event submission guidelines. Each event listing is considered for use in the quarterly Texas Highways Event Calendar, the monthly Texas Highways magazine, TravelTexas.com, and texashighways.com. For maximum exposure for your event, submit events in time for these Texas Highways Event Calendar deadlines: Submission deadlines are quarterly and are at least three months earlier than an actual quarterly listing. For example, Fall (September, October, November) has a June 1 deadline.
• Some magazines accept event submissions, including Southern Living.

Worksheets

The following worksheets from the University of Minnesota Extension's Tourism Center are provided to help guide you through Step 4 of the planning process:

• Packaging Existing Attractions
• Current Markets
• Target Market Evaluation