Since 1988, the National Trust has used its list of America’s 11 Most Endangered Historic Places to raise awareness about the threats facing some of the nation’s greatest treasures. The list has has been so successful in galvanizing preservation and awareness-raising efforts off-season that only a handful of sites have been lost and the campaign routinely achieves +1 billion media impressions. This session explores how any organization can discover and select the mission-oriented stories and assets to connect with a wide-reaching, national audience in a way that is simultaneously targeted to diverse, local communities. This session will further focus on the tactics used to build media buzz while also using integrated marketing best practices to turn this publicity into real conversions of new and sustaining donors and activists.
Speakers: Eric Rubin of Engaging Networks and Maan Sacdalan of National Trust for Historic Preservation