Getting Some Answers

What seems like ages ago, I posted my project proposal. While the project has been on its way, there were some questions which were meant to generate discussion, and thus provide me with material to analyze Lauderdale House as well as make recommendations. With some help from the staff of the House, the questions can now be answered:

1. What are the desired results of the Lauderdale House?
Upon asking this to the Director and General Manager of the House, it was clear that one could not assume "results" are the final stage, after which striving for something more ceases to exist. The House is constantly faced with challenges, whether its the general upkeep of the House or booking new events (Ives, 2010). However, through the Heritage Lottery Application and the combined efforts of the staff, the optimal "result" is the continuous development of the House and its sustainability, the preservation of its heritage as well as its impact within the community, and hopefully a possible expansions (Nash, 2010).

2. What methods of marketing are being used and implemented?
I have a crystal clear memory of being interviewed by the General Manager, who is responsible for many functions, marketing being one of them, and being told that she is the only one taking on this responsibility. Furthermore, the tactics that she told me seemed more so traditional than avant-garde, yet very fitting for the House. Some marketing activities include direct mail, the House website, a Facebook page, and at times newspaper coverage (Ives, 2010). The House also has hopes that the childhood memories as well as word of mouth leads to bookings for events and weddings, but the official information is still only available online (Dempsey, 2010). The House has also attempted direct distribution and has handed out pamphlets for kids shows after school to children and parents (Ives, 2010).

3. How have those strategies affected the achievement of the desired results?
Currently, the marketing strategies have contributed to an increase in the turnover of the House and with the presence of the General Manager, events have substantially increased in the last ten years (Ives, 2010). With the expansion of its marketing activities to include a blog, twitter, and e-mail marketing, the House can reach a greater number of people and possibly contribute to a greater level of communication (Ives, 2010). With more attendants and more publicity, the potential for bookings and events rises and therefore marketing can have a positive effect on the House. However, the House has to always consider the feasibility of its planned activities as well as the resources which are available. For example, they cannot afford to advertise in major newspapers and therefore that can hinder the potential for attendants (Nash, 2010).

4. What other marketing strategies can be used to achieve the desired results?
One of the major sources of income is hiring the House (Dempsey, 2010). Through the launch of the new website, the House hopes for the information for hiring to become more accessible, more visible, and therefore create a greater potential for bookings (Ives, 2010). The possible partnerships with other organizations to advertise events in the House can create better publicity. For example, Lauderdale House uses websites designated for the arts community to advertise events, which is free and creates visibility. However, this is again a challenge due to the resources available (Ives, 2010). With the launch of the new website, an e-mail list can be created and blogs updated to create more of an online community for the House (Ives, 2010). These factors are both feasible and can contribute to the desired results of the House.

Well, there you have it! Straight from the source of Lauderdale House, paraphrased for the blog and any new ideas for the organization are always welcome!

Dempsey, N., 2010. Discussion with the Bookings Manager. [Discussion] (Personal Communication, 19 April 2010).

Ives, K., 2010. Discussion with the General Manage. [Discussion] (Personal Communication 19 April 2010).

Nash, C., 2010. Discussion with Director. [Discussion] (Personal Communication 19 April 2010).