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As part of an ongoing collaboration, Parks Canada Agency staff graciously agreed to lend their marketing and community engagement expertise to the National Trust for Canada’s Marketing Your Historic Destination Tool Kit. The following is an interview with Susan Kennard, Manager of Heritage Programs for the Banff Field Unit, which includes Rocky Mountain House National Historic Site.
One of the goals of any event is to introduce new people to your heritage place and your organization in the hope they will become loyal supporters, donors, and volunteers. But you need to do more than hope for that. Bringing new donors on board is a process that takes planning, execution, and careful timing.
Many historic sites struggle to set prices for admission, tours and gift shop products. Setting prices isn’t random but doesn’t need to be difficult.
You don’t have to spend a lot of money on paid advertising to market your event. Through your social media, email, and community media you have what you need to run an effective and cheap marketing campaign. Just add creativity!
In order to determine the best price for your organization’s products or services, and once you’ve calculated the unit cost to create those products or services1, you can employ one or more of the following pricing strategies and achieve the marketing goals of your organization.