4. 4
OPENING
The Durand-Hedden House and Garden is located in Maplewood,
New Jersey and is a historic house museum. It is a non-profit organization,
which aims to provide its community with its history through nature,
architecture, reenactments and activities. The focus on the “treasures in
our own backyard” slogan. They hope to make the history of the
community an exciting and fun experience for all members of the
community.
The Township of Maplewood owns the Durand-Hedden House and
it is run by an organization of volunteers from the community. Through this
they have restored and preserved the historic Durand-Hedden House, as
well as the grounds surrounding it. The exhibits that they provide help the
community understand how Maplewood and its surrounding communities
were developed in the 17th century. They go through the history from the
time of settlement to the late 20th century.
President of the organization, Susan Newberry is currently in charge
of all the planning and events involving the Durand-Hedden House.
Obadiah Hedden, who took over the land from his late father Ebenezer
Hedden, built the house in 1790. The house sits on two acres of land, but
in 1787, Obadiah built a modest clapboard side-hall farmhouse t
5. 5
The mission of the Durand-Hedden House and Garden is to create
an environment in which history can come alive. It is currently owned by
the Township of Maplewood and managed by a non-profit association of
citizen trustees. Its purpose is to preserve, restore and interpret the historic
Durand-Hedden House and grounds and related collections.
History is mystery; therefore learning about it in fun ways is what makes it
interesting to the public.
The museum, which is in close proximity to Seton Hall University, has
the ability to work with the history department at the university, allowing
future Durand-Hedden events to occur on Seton Hall Grounds. This will be
fun and exciting because many Seton Hall students will have the
opportunity to get involved.
Research revealed that in order for Durand-Hedden to be even
more successful than it already is, it would have to make a few changes.
After analyzing other similar organization, we took it into consideration
that one of the major changes Durand-Hedden would have to make is its
website. Its website would need a full revamp to make it more
appealable to the public. If a website is hard to follow, chances are that
the public will lose interest in looking through it.
Aside from making changes to the website, we believe the
engagement of the Maplewood community as well as Seton Hall
University community would bring much success to the organization.
7. 7
RESEARCH
Primary
Susan Newberry and Laura Farrell were interviewed privately in
order to gain more perspective on their visions for the Durand-Hedden
House and Garden. Susan Newberry presented herself as the president of
the museum and Laura Farrell is the public relations specialist for the
organization. Both Newberry and Farrell have hopes that the museum
would have much more visitation in the future. Newberry said that slowly
historical sites in Maplewood have been forced to close down and then
have new construction built on that same location.
Newberry hopes to get the Maplewood community and
surrounding communities involved to help preserve the Durand-Hedden
House and Garden. She would also like to have the Seton Hall University
community get involved because she believes the students are the future.
Newberry and Farrell both have intentions of offering internships for history
majors at Seton Hall. They both said that they have all these ideas, but
not the people to help them get a head start.
Aside from increasing their visitors and members, Farrell hopes to
make changes to their current website as she feels it is out of date. She
said changing the website is hard because the man who is in charge of
the website does not want to make any changes. Although Farrell is the
public relations specialist, she actually has very little say when it comes to
8. 8
the website. She really only produces their media and gets it out to the
public. She believes the website needs a whole new user friendly look,
which it currently does not have. It also is lacking a link for the public to
purchase tickets for the events as well as register to be members. On the
site it clearly shows the cost of memberships, but there is nowhere for them
to sign up. Most importantly, Farrell said that to her it is shocking that the
Durand- Hedden website does not have a donation link. If there was a
place online for people to donate, she believes there would be much
more money coming into the museum to help keep it maintained as well
as help produce these monthly events the museum holds.
As for Newberry, she knows the town of Maplewood like the back of
her hand. She wants to have events that will engage the publics.
Meaning, she wishes that younger people will want to learn more about
the history of Maplewood, not just the Durand-Hedden House. She
believes if she can get an intern from Seton Hall University, that more
students will learn about their events and get the word around to their
friends. Students, who are history majors, would be a huge benefit for the
organization because it is local and it would be a great place as a first
internship.
Newberry’s main goal right now is to just increase visitation at the museum
by the end of the year.
9. 9
While both Newberry and Farrell have clear visions for the Durand-
Hedden House and Garden, it is evident that they do not have the money
or support that is needed. Since the client does not have a set plan, this
campaign focuses to create a plan for improving visitation in the
upcoming year.
Secondary
Jacobus Vanderveer House and Museum: The Jacobus Vanderveer
House is a very similar type of organization to the Durand-Hedden House,
except that it is located in Bedminster, New Jersey. The Vanderveer
house is also open only once a month for events, but they are doing a lot
more to get their public involved. Their website is much more appealing
than the Durand-Hedden House and Garden. The Vanderveer website
contains tabs at the very top where the public can learn about the
history, visitation, news and events, support and contact information. That
is something that the Durand-Hedden House is lacking. Under their
support tab, it gives the viewer the option to donate, become a member
or volunteer. Another important thing is, once you click the events tab,
the upcoming event will be the first on the page and it gives you the
option to buy tickets right there. The Vanderveer House is also open
during the summer, which is great because that is usually when people
have the most time to come and check out museums. The Vandeveer
10. 10
House also works with the local township schools for field trips for students
in grades K-8. They are also on three different social media platforms,
including Twitter, Facebook and YouTube.
http://www.jvanderveerhouse.com
Macculloch Hall Historical Museum: Another museum very similar to the
Durand-Hedden House located in Morristown, New Jersey. The website is
very clean and crisp, very catchy for the viewers eyes. In its tabs it also
has the about section, exhibits, visit and learn, calendar and contact us.
The public has the opportunity to volunteer or become a member.
Although it does not have the donate tab, the website is very rich and full
of information. The website also contains an annual appeal, which is a
letter from the president thanking all those who supported the museum in
the past year. It also has a call for support where it asks the public to
continue supporting the museum.
http://www.maccullochhall.org/our-annual-giving-appeal/
12. 12
SWOT
Internal:
Strengths
Ø Durand-Hedden has a motivated team
Ø There is a lot of interest to better the program
Weaknesses
Ø Our client has no outreach
Ø There is very little social media
Ø There is very little interest from outside community and youth
Ø No budget
Ø Not enough people to work on bettering the program
Ø Donations
Ø Memberships
External:
Opportunities
Ø Create a social media platform for our client
Ø Get outside organizations involved
Ø Create a bigger media list for our client
Ø Create a benchmark for our client, because there is currently none
Ø Get Seton Hall University involved
13. 13
Ø Create more events and get local schools involved
Ø Create a possible internship program
Ø Create a budget
Threats
Ø Outside of Maplewood community does not know much about our
client
Ø New construction
Ø No involvement from community
15. 15
BUSINESS GOAL
Ø To increase attendance of community for Durand-Hedden House
and Garden events
PUBLIC RELATIONS GOAL
Ø To communicate the importance of the history of Maplewood
through Durand-Hedden House to strengthen events as well as
attendance by December 2015
17. 17
PUBLICS
Primary
Ø Maplewood Residents ages 10-25
Ø Seton Hall University Students
Ø Maplewood Library
Secondary
Ø Maplewood Community
Ø Seton Hall University family and friends
19. 19
OBJECTIVES
Ø Objective #1: To increase attendance of Maplewood residents and
Seton Hall University students by 25% by December 2015
Ø Objective #2: To engage 200 Maplewood residents and 200 Seton
Hall University students through digital and social media by
December 2015
Ø Objective #3: To build a partnership with Seton Hall University’s
history department to have at least three students intern at Durand-
Hedden by December 2015
Ø Objective #4: To build relationship with the Maplewood Library and
have 50 library members sign up for the Durand-Hedden
membership by December 2015
20. 20
STRATEGY
Ø Engage the Maplewood and Seton Hall University through social
media and secured media placements
21. 21
KEY MESSAGES
Ø “History is a mystery, so lets learn about it and make it fun”
23. 23
Create New Catchy Slogan For Durand-Hedden House
and Garden
Description:
The Durand-Hedden House and Garden will shorten its name to
DHH to make it easier for its publics to say. The goal of creating a new
slogan is not only to make it easier for its publics to say, but it will also
sound like the cool new place to be at.
Helps meet objectives: 1, 2 and 3
Promotional Tactics:
Ø Changing slogan on organization website
Ø Using new slogan for social media posts
Ø Make sure logo is used in events
24. 24
Launch Facebook Account/Page
Description:
The members of the Durand-Hedden House will create a social
media account via the popular networking site called Facebook.
Facebook will allow its users to connect with Durand-Hedden House
through written posts and pictures. Durand-Hedden House’s “Facebook
friends” will be able to engage with the organization through “comments”
and “likes.”
The Durand-Hedden House will use Facebook as its primary social
media platform to inform its followers about upcoming events and news.
Maplewood residents and Seton Hall University students will be able to
spread awareness of the organization by inviting fellow Maplewood
residents and Seton Hall University students to follow the organization
through Facebook.
Title Page: Durand-Hedden House and Garden
Link: Facebook.com/DHH
Profile Picture: Picture of the Durand-Hedden House logo
Meets objectives 1, 2 and 3
Promotional Tactics:
Ø Invite Maplewood residents and Seton Hall University students to
“Like” the page
Ø Place website link on Facebook page
Ø Draft status updates for the first two weeks
25. 25
Create Twitter Account/Page
Description:
Durand-Hedden House and Garden will create an account on the
popular blogging site Twitter. Twitter works as a social media platform that
allows users to post short updates with a limited amount of characters as
frequently as the user wants. The name of the Durand-Hedden House and
Garden on Twitter will be @DHHGarden.
The ambassador in charge of social media will have access to the
username and password of the account so it can be update frequently
with relevant posts to increase engagement. The social media
ambassador will posts Tweets related to upcoming events or news that
the Durand-Hedden House will have. The hashtag #historymysteryfun will
be used for Tweets related to the Durand-Hedden House. The hashtag will
promote engagement in the history of Maplewood as well as make history
interesting.
Meets objectives 1 and 2
Promotional Tactics:
Ø Post Twitter handle onto Facebook page
Ø Encourage students and residents to follow account
Ø Draft possible Tweets for first two weeks
Ø Post Twitter handle on flyers
26. 26
Create Instagram Account
Description:
Durand-Hedden House and Garden will create an account on the
fast and fun social media platform Instagram. This will be a quick and
easy way for Durand-Hedden to post pictures of events that take place.
By doing so, the public will be able to engage and see the fun that goes
on at Durand-Hedden House.
Aside from the posts that Durand-Hedden House’s publicist posts,
the Instagram page will consist of posts from the public using the hashtag
#historymysteryfun. The publicist will be able to see all the posts related to
that hashtag and will know that it is Durand-Hedden’s audience.
The Instagram account will focus on sharing news and events that
Durand-Hedden has coming up via pictures. This is a vibrant way to catch
the public’s attention.
Meets objectives 1 and 2
Promotional Tactics:
Ø Post Instagram handle on Twitter and Facebook
Ø Use hashtag #historymysteryfun for all posts
Ø Post flyer information on Instagram account
27. 27
Birds of Prey Event
Description:
The “Birds of Prey” event will be a special event that the Durand-
Hedden House is working on with Seton Hall University. Guests will be able
to learn about the history of the raptors in association with the town of
Maplewood. The event will spark students and Maplewood resident
interest and will cause the community to want to go and visit the Durand-
Hedden House and Garden when an event is being held at the museum.
Aside from the raptors, the students will also learn a little bit of history of
the museum from the museums president, Susan Newberry. Coming to
the event will help promote preservation of the town’s history in the area
of Maplewood.
Helps meet objective: 1 and 3
Promotional Tactics:
ü Generate use of Facebook, Instagram and Twitter to inform public
about future events and information
ü Brochures and posters will be handed out on campus month prior to
the event
ü Event on the Green will promote preservation of history in
Maplewood
ü Students will want to get involved and brings crowds to future
events at the museum.
ü Send e-blast to Seton Hall University students announcing the event
28. 28
Birds of Prey Press Release
Description:
The press release for the “Birds of Prey” event will consist of
information about the event such as what will go on in the show, what the
guests will be able to learn, and how the guests will interact with the
raptors as well as take a photo with them. The press release will also have
quotes from Seton Hall University president, Gabriel Esteban as well as
Durand-Hedden president, Susan Newberry. Lastly, the event will have
boilerplate of the organization.
Objective: 3
Promotional Tactics:
Ø Invite journalist to cover the event
Ø Contact media for placement
29. 29
Event Flyers
Description:
Durand-Hedden House will create eye-catching flyers to get the
publics attention and get them to come to upcoming events.
Maplewood Library members will be given flyers to come to the
upcoming event. This will be a way for Durand-Hedden to get a little
personal with their publics because they will be able to personally hand
flyers to the public. The flyers will be vibrant and informative which will be
an easy way for the publics to understand what the event is and find
interest in attending.
Meets objectives 1 and 4
Promotional Tactics:
Ø Design flyer and print in color
o Print out 300 copies
Ø Post digital flyer on Facebook page
Ø Post digital flyer on Twitter account
Ø Hand out flyers to library members
Ø Hand out flyers to participants at events
30. 30
Business Cards
Description:
Durand-Hedden House will create business cards to hand out during
events and place in multiple buildings around campus as well as at the
Maplewood Library. On the business cards it will have the organizations
full name and slogan. Underneath the organizations name, it will have
links to Facebook, Twitter and Instagram followed by a contact email. The
logo will be faded out and placed as a background on the business card.
Helps meet objectives 2, 3 and 4
Promotional Tactics:
Ø Design and create look of business cards
Ø Print 500 business cards and distribute them
31. 31
Media Coverage
Description:
The Durand-Hedden House will create partnerships with local
Maplewood and South Orange media outlets such as The Setonian, The
Maplewoodian, and Maplewood online. By using them as a local
networking source, the Duran-Hedden House and Garden will be able to
get their name out to the publics and local communities. This will be a
way to promote the events being held and raise awareness of the
Durand-Hedden House and Garden.
Meets objectives 1 and 2
Promotional Tactics:
Ø Create, edit and send press release to local medias
Ø Create, edit and send pitch letter to The Setonian and The
Maplewoodian
32. 32
Promotional Materials
The Durand-Hedden House will create event flyers and business
cards to distribute to the Maplewood/South Orange community. This will
include the local library as well as local schools and Seton Hall University.
By doing so they will be able to promote upcoming events that will be
held either at the House or at local destinations. These flyers and business
cards will give the Durand-Hedden House and Garden contact
information as well as when you can participate in upcoming events. The
business card will allow you to contact the House for any further questions.
The flyers will contain information on when and where you can find the
next event.
Helps meet objectives 1,2 and 4
Promotional Tactics:
Ø Make a logo and design for the business card
Ø Create a catchy slogan or phrase for each event flyer
Ø Distribute flyers and business cards to library and schools to hand
out
Ø Post the flyers and information via social media
Tactic: improve current website to appear more visually appealing to
page visitors and prospective donors.
33. 33
Website Improvement
Description:
The Durand-Hedden House will make changes and improvements
to its website to make it easy accessible and user friendly. The website,
after being revamped, will make it easier for those interested to make
donations and also to purchase a membership online. The website will be
made more organized and the publics will have a better understanding of
what the Durand-Hedden House’s goals are and who they are. The event
coming up will be advertised on the main page of the website in order to
draw attention to those interested in attending. The website will also be
made more vibrant and lively. Changing the colors and format will make
it stand out to the eye of the publics to encourage more site traffic.
Meets objectives 1 and 2
Promotional Tactics:
Ø Change the layout of the website including formats and colors
Ø Update information and explain what the Durand-Hedden House
and Gardens goal is
Ø Create a donation page
Ø Create a page to sign up for a membership
35. 35
MEDIA LIST
Maplewood Online
Laura Nial
friends@maplewoodlibrary.org
(973)-762-4136
Maplewood Online journalist
NJ.com
Dan Ivers
divers@njadvancemedia.com
(862)-236-0039
Essex County journalist
Maplewoodian
Joe Strupp
editor@maplewoodian.com
The Setonian
Lindsay Rittenhouse
Lindsay.rittenhouse@student.shu.edu
(973)-761-9083
37. 37
CALENDAR
February 2015
Ø Begin process for development
Ø Create news release and pitch for History Hike
March 2015
Ø Create logo and business cards
Ø Design flyer
Ø Design new website for Durand-Hedden House and Garden
Ø Launch Facebook, Twitter and Instagram accounts
Ø Invite Seton Hall Students on Facebook, Twitter and Instagram to
follow the accounts
Ø Invite current members of Durand-Hedden on Facebook, Twitter
and Instagram to follow the accounts
Ø Get in touch with Seton Hall University’s history department chair
person for upcoming event collaboration
April 2015
Ø Launch new Durand-Hedden Website
Ø Post link to new website on Facebook, Twitter and Instagram
Ø Post link to donations and memberships via Facebook and Twitter
Ø Design pens for Durand-Hedden to hand out during events as
promotional materials
38. 38
Ø Secure media coverage in all media outlets as well as photo
placements
Ø Hand out flyers at Maplewood Library
Ø Hand out registration forms for event at Maplewood Library
May 2015
Ø Start organizing ideas for “Birds of Prey” event
June 2015
Ø Planning for “Birds of Prey” event begins
Ø Create news release and pitch for “Birds of Prey” event taking
place at Seton Hall University Green
Ø Contact Gourmet Dining to confirm refreshments will be served at
“Birds of Prey” event
Ø Contact Mayors of South Orange and Maplewood to confirm
speaking at “Birds of Prey” event
Ø Contact Maplewood Township historians to confirm speaking at
event
Ø Design online registration forms for the event
July 2015
Ø Design “Birds of Prey” flyer
Ø Start countdown post for the event of Facebook, Twitter and
Instagram
39. 39
August 2015
Ø Begin contacting all journalists in media list for pitching event
Ø Post link to Durand-Hedden website on social media platforms for
registrations for the event
Ø Post flyers around Seton Hall University campus
Ø Hand flyers out to public at Maplewood Library
Ø Hand out registration forms for event at Maplewood Library
Ø Send out “Birds of Prey” ANR to be released
September 2015
Ø “Birds of Prey” event takes place on September 18, 2015
Ø Post success of event on Facebook, Twitter and Instagram
Ø Post images of event on social media platforms
October 2015
Ø Start thinking of ideas for events for upcoming year
Ø Continue to update audiences on Facebook, Twitter and Instagram
about what is happening at Durand-Hedden
November 2015
Ø Post link to website for donations and member sign up
December 2015
Ø Post on Facebook thanking all the publics who supported Durand-
Hedden this year and making it successful
40. 40
Ø Post a “Tweet” on Twitter thanking all the publics for a successful
year at Durand-Hedden
Ø Post a picture on Instagram of the board members of Durand-
Hedden thanking its public for a successful year
Ø Post on Facebook, Twitter and Instagram calendar of events for
upcoming year
44. 44
Objective 1:
To increase attendance of Maplewood residents and Seton Hall University
students by 25% by December 2015
Ø Compare number of attendees by the end of December 2015 to
the number of attendees in May 2015
Ø Track age of attendees
o Ask age on sign in sheet during events
Ø Compare number of members by the end of December 2015 to the
number of members in May 2015
Ø Track amount of news coverage given in local media outlets in
South Orange and Maplewood
o Photo placements are secured by media
Ø Measure how many of the attendees are residents of Maplewood
Ø Measure how many attendees are students from Seton Hall
University
Ø Track number of promotional items handed out to public
45. 45
Objective 2:
To engage Maplewood residents and Seton Hall University Students
through digital and social media by December 2015
Ø Facebook
o Track total number of Facebook “followers or friends” on
monthly basis by monitoring information on followers such as
where they live and if they go to Seton Hall University
o Track total number of “likes” after each event
o Track Facebook post “Shares,” “Comments,” and “Likes”
Ø Twitter
o Track new followers on monthly basis
o Track “Retweets” on monthly basis
o Track usage of the hashtag #historymysteryfun
o Track amount of “Tweets” being tweeted on monthly basis to
keep public informed
Ø Instagram
o Track new followers on monthly basis
o Track amount of “Likes” every time a picture is posted
o Track usage of the hashtag #historymysteryfun
Ø Website
o Track number of new members signing up
46. 46
o Track number of donations made by the public
o Track number of monthly visitors the site receives
Objective 3:
To build a partnership with Seton Hall University’s history department to
have at least three students intern at Durand-Hedden by December 2015
Ø Track total number of attendees at the “Birds of Prey” event
o Track total amount of student attendees
o Track total number of Maplewood attendees
o Track total number of outsider attendees
Ø Track how many more attendees came to events after “Birds of
Prey” event
Ø Track success of news release by seeing how many media outlets
secured its placement
o Photo placements
Ø Track how many events Durand-Hedden did with the Seton Hall
University history department
Ø Track number of students interested in volunteering at Durand-
Hedden House
Ø Track number of students who successfully completed an internship
at Durand-Hedden
47. 47
Objective 4:
To build relationship with the Maplewood Library and have 50 library
members sign up for the Durand-Hedden membership by December 2015
Ø Track total number of flyers handed out vs. how many attendees
were at events
Ø Track number of sign up for the events that took place at the library
Ø Track number of library members signing up for Durand-Hedden
membership
Ø Track total number of library members donating to Durand-Hedden
49. 49
APPENDIX
(Business Letter 1 of 1)
Nikolina Zulj
400 South Orange Ave
South Orange, NJ 07079
nikolina.zulj@student.shu.edu
(908)-285-4236
January 20, 2015
Susan Newberry
Durand-Hedden House
523 Ridgewood Rd
Maplewood, NJ 07040
Dear Miss Susan Newberry,
After some thought, I have put together a plan that could help spread
awareness of your organization. I understand that the purpose of your
organization is to find interesting ways of exploring the Maplewood community’s
past by involving the Maplewood community and other surrounding
communities.
Before we request any information from you, we would like to briefly
introduce ourselves. I am graduating this spring from Seton Hall University and
am taking Public Relations II this semester. I have previously created an
abbreviated public relations campaign for a non-profit client.
Public Relations is a fascinating field, consisting of communication
between an organization and its publics. As future a Public Relations
professional who will promote honesty in the working field, I would like for you to
give me a chance to work with the Durand-Hedden House because I am the
right person for your team. I will be able to showcase your organization all
around by applying tactics and strategies to execute a successful plan.
Creating a Public Relations plan for your organization will increase attendees at
events, memberships, and it will also engage the community as a whole.
Following your acceptance of my proposal, I plan to create a full
campaign over the next few months for the Durand-Hedden House. Your
response is most appreciated by Tuesday January 27,, I will call you then. If you
have any questions please do not hesitate to contact me.
Respectfully,
Nikolina Zulj
Public Relations
50. 50
(Pitch Letter 1 of 1)
March 31, 2015
Kelly Zarnowski
The Setonian
400 South Orange Ave
South Orange, NJ 07079
Dear Miss Kelly Zarnowski,
Durand-Hedden House and Garden will host a special event to get
Maplewood residents and Seton Hall students more involved in the history
of Maplewood. Durand-Hedden House and Garden is a local historical
museum that is working with Seton Hall University to expanding its events.
Seton Hall University has invited Durand-Hedden to use its University
Green. Durand-Hedden will host a live raptor show where guests will the
opportunity to take pictures with the raptors of their choice. The event will
take place at 1 p.m. on Friday, September 18. Durand-Hedden and Seton
Hall University hope to have a high attendee appearance at the event.
Based on the article you wrote about the HOPE organization, I am
confident you would find interest in this event because it is local and
involves Seton Hall University.
If you have any questions feel free to contact me at
nikolina.zulj@shu.edu. I will follow up with you next week on this topic.
Respectfully,
Nikolina Zulj
51. 51
(E-Pitch 1 of 1)
Subject: Durand-Hedden Hosts Event at Seton Hall University
March 31, 2015
Kelly Zarnowski
The Setonian
400 South Orange Ave
South Orange, NJ 07079
Dear Miss Kelly Zarnowski,
Durand-Hedden House and Garden, a local historical museum will
host a special event to get Maplewood residents and Seton Hall students
more involved in the history of Maplewood.
Seton Hall University has invited Durand-Hedden to use its University
Green. Durand-Hedden will host a live raptor show where guests will the
opportunity to take pictures with the raptors of their choice. The event will
take place at 1 p.m. on Friday, September 18.
Based on the article you wrote about the HOPE organization, I am
confident you would find interest in this event because it is local and
involves Seton Hall University.
If you have any questions feel free to contact me at
nikolina.zulj@shu.edu . I will follow up with you next week on this topic.
Respectfully,
Nikolina Zulj
52. 52
(Press Release 1 of 1)
523 Ridgewood Road. Maplewood, NJ 07040
NEWS RELEASE
FOR IMMEDIATE RELEASE Contact Information:
February 24, 2015 Nikolina Zulj, PR Specialist
Office: (908)-285-4236
Fax: (908)-777-3423
E-mail: nikolinazulj@yahoo.com
DURAND-HEDDEN LAUNCHES EVENT ON SETON HALL GREEN
Birds of Prey Descend on Seton Hall
SOUTH ORANGE, NJ—The Durand-Hedden House & Garden announced
today its plan for publics to engage with live raptors during a three hour
event starting at 1 p.m. on the Seton Hall University Green in South Orange
on Friday, September 18, 2015.
Durand-Hedden is hoping the event will spike interest in preserving
Maplewood’s historical monuments as well make learning about history
fun. Durand-Hedden is one of the last few historical locations in the town
of Maplewood and by having residents and students come to events, it
would we able to get more people involved in spreading awareness of
-more-
53. 53
the history of the town.
Seton Hall University President Gabriel Esteban said, “ We are eager
to have future events with the Durand-Hedden House and Garden
because we have a lot of students here who are interested in preserving
history.”
At the event, students and faculty of Seton Hall University, along
with residents of Maplewood, will have the opportunity to have a close
encounter with six live raptors including the Golden Eagle and a Peregrine
Falcon. Guest speaker, Bill Streeter will hold a meet and greet after the
presentation about the raptors. The audience members will be able to
take a selfie in the photo booth with a raptor of their choice.
Durand-Hedden Director Susan Newberry said, “We are excited to
have our first event at Seton Hall University, we hope that students will
want to come visit the museum and learn more about the history of
Maplewood while having fun.”
About Durand-Hedden House & Garden:
Durand-Hedden House and Garden is an historic house museum
that finds interesting ways to explore our community's fascinating past
through nature, architecture, music, food, social life, local history,
reenactments and participatory activities and to spotlight the "treasures"
54. 54
in our own backyards. Our aim is to make history exciting and relevant for
all ages.
###
55. 55
(Event Summary 1 of 1)
Event Summary
Birds of Prey
Description:
Durand Hedden House and Garden will host an event on the Seton Hall
University Green where students will be able to have a close encounter
with raptors. Students will be able to see six different live raptors, and will
be able to post about it via social media. The Birds of Pray event will spark
student interest and will cause students to want to go and visit the Durand
Hedden House and Garden when an event is being held at the museum.
Aside from the raptors, students will also learn about the history of the
Durand Hedden House and Garden from the museum’s very own
president, Susan Newberry. Having students come to the event on the
Green will also promote preservation of historical landmarks in the area of
Maplewood and surrounding towns. History is a mystery and by learning
about it we can make it fun.
Helps meet objective: 1 and 3
Objective #1: To increase attendance of Maplewood residents and Seton
Hall University students by December 2015.
Objective #3: To build a partnership with Seton Hall University’s history
department by December 2015
Promotional Tactics:
ü Generate use of Facebook, Instagram and Twitter to inform public
about future events and information
ü Brochures and posters will be handed out on campus month prior to
the event
ü Event on the Green will promote preservation of history in
Maplewood
ü Students will want to get involved and brings crowds to future
events at the museum
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(Event Plan 1 of 1)
Bird of Pray on Campus
DESCRIPTION:
Durand Hedden House and Garden will host an event on the Seton Hall
University Green where students will be able to have a close encounter
with Birds of Prey. Students will not only be able to see six different live
raptors, but they will be able to post about it via social media. The Birds of
Pray event will spark student interest and will cause students to want to go
and visit the Durand Hedden House and Garden on Sunday’s when
events actually take place at the museum. Aside from the raptors,
students will also learn about the history of the Durand Hedden House and
Garden from the museums very own caretaker Susan Newberry. Having
students come to the event on the Green will also promote preservations
of historical landmarks in the area of Maplewood and surrounding towns.
The Birds of Pray event will take place on the Green. Students, faculty and
administration will be able to come see the event. Additionally, South
Orange President Alex Torpey and Maplewood Mayor Victor Deluca will
be invited to speak at the event.
57. 57
Registration for the event will begin Friday, August 28. The last day to
register for the event, will be Tuesday, September 15.
The event will take place from 1-4 p.m. on Friday, September 18 on the
University Green.
OBJECTIVES: 1 and 3
PROMOTIONAL TACTICS:
ü Generate use of Facebook, Instagram and Twitter to inform public
about future events and information
ü Brochures and posters will be handed out on campus month prior to
the event
ü Event on the Green will promote preservation of history in
Maplewood
ü Students will want to get involved and brings crowds to future
events at the museum.
Countdown to Friday, September 18, 2015
PREPLANNING
3 Months Before Event:
• Invite Mayor Deluca for appearance and speaking opportunity at
event
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o Contact via e-mail and telephone
o Prepare additional information on the event. Include
contact information for Nikolina Zulj
o Schedule a meeting next month to go over specifics
• Invite South Orange President Alex Torpey for appearance and
speaking opportunity
o Contact via e-mail and telephone
o Prepare additional information on the event. Include
contact information for Nikolina Zulj
o Schedule a meeting next month to go over specifics
• Invite Seton Hall President Gabriel Esteban for appearance and
speaking opportunity
o Contact via e-mail and telephone
o Prepare additional information on the event. Include
contact information for Nikolina Zulj
o Schedule a meeting next month to go over specifics
• Invite Township Historian Howard Wisemen for appearance and
speaking opportunity
o Contact via e-mail and telephone
o Prepare additional information on the event. Include
contact information for Nikolina Zulj
o Schedule a meeting next month to go over specifics
59. 59
• Invite Township Historian Beatrice P. Herman for appearance and
speaking opportunity
o Contact via e-mail and telephone
o Prepare additional information on the event. Include
contact information for Nikolina Zulj
o Schedule a meeting next month to go over specifics
• Contact Chair of History Department at Seton Hall University
o Write up additional information about the event. Include
contact information for Nikolina Zulj and Ryan Bonner, public
relations team at Durand Hedden House and Garden
• Meet with Durand Hedden President Susan Newberry to discuss
appearance and speech on the museum itself and its history
o Write up additional information about the event and go over
it
o Discuss budget for the event
o Answer any questions
• Create registration system
o Residents of Maplewood and South Orange can register for
the event on Durand Hedden website
o Seton Hall University community can register at University
Center
o 150 seats available
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o All donations will go towards Durand Hedden restoration of
museum
o $200 membership fee
§ Interested patrons will be able to sign up as members of
the Durand Hedden House and Garden
o Registration for the event begins on Friday Aug. 28 and will
run through Tuesday, Sept. 15
o Contact Gourmet Dining for refreshment arrangements
§ Contact Dunkin Donuts on campus
• Update entire Durand Hedden House and Garden website and
make it more user friendly
o Add online member sign up
o Add online donation
o Change layout and format of site
2 Months Before Event:
• Design and send invitations to Seton Hall University students
o Include RSVP
• Send press release to local media outlets informing them about the
event
o Print
§ The Setonian
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§ Maplewoodian
§ Maplewood Patch
o Online
§ Maplewoodonline
§ Nj.com
§ The Setonian
o Secure photo placement for local media outlets
• Start posting weekly on Facebook informing publics about the
event
o Weekly reminders to sign up for the event
o Weekly reminders to register as members of Durand Hedden
House and Garden
o Brainstorm creative hashtag and tweet ideas
§ Twitter: “Interested in preserving the history of your
town, come join @DHHGarden at @SetonHall on
September 8 for a fun show #historyismystery”
§ Facebook: “Come join the Durand Hedden House and
Garden on September 18 at the Seton Hall University
Green to preserve the history of Maplewood by
enjoying a show with a close encounter with birds of
prey. The event will be held from 1 p.m. to 4 p.m.
62. 62
Remember history is a mystery, so lets learn about it and
make it fun
• Draft, edit and receive approval and print “Birds of Prey” flyer
• Draft, edit and receive approval of pitch letter for “Birds of Prey”
event to The Setonian and Maplewood Online
• Request photo of Bill Streeter with raptor to post on flyers
• Contact Alan Keith Entertainment for photo booth rental
o Patrons of the event will be able to take a photo with the bird
of their choice at the end of event
1 Month Prior to Event:
• Post on social media informing publics the event is only one month
away and that they should register to attend
• Send out direct mail to residents
• Contact Gourmet Dining to confirm refreshments during event
• Send E-blast to Seton Hall students informing them about the event
• Send E-blast to current Durand Hedden members
• Distribute and post flyers all over Maplewood and South Orange
o Distribute and post flyers on Seton Hall University campus
o Distribute posters to Maplewood Library
• Send pitch letter for “Birds of Prey” to The Setonian and Maplewood
Online
63. 63
• Submit calendar of future events for Durand-Hedden to the
following
Print:
o Maplewoodian
o The Setonian
o Maplewood Patch
Online:
o NJ.com
o Maplewoodonline
o The Setonian
Two to Three Weeks Prior to Event:
• Create agenda for the evening of event
• Arrange for staff members with experience as the event
photographer
• Distribute program flyers to Seton Hall
• Draft, edit and receive approval for post event press release
• Write up thank you notes post event for local donors
• Send press release to local media announcing the event
Print:
o The Setonian
o Maplewoodian
64. 64
o Maplewood Patch
Online:
o NJ.com
o Maplewoodonline
o The Setonian
One Week Prior to Event:
• Call local media to invite them to attend
• Tweet to public that the event is only a week away
• Reprint more program flyers for the show
Night Before Event:
• Set up seating arrangement on the Green
o Four rows of chairs
o Children sit in front
o Standing room in back of all chairs
o Set up stage
§ Set up comfortable seat for Bill Streeter for the event
§ Set up podium for speakers
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o Check all technology being used and make sure it is in
functioning condition
o Set up photo booth
o Set up tables for refreshments and snacks for before and after
the program
RUN OF SHOW
• 12:00 a.m.
o Guest speakers start arriving
§ Mayors go over their speech one more time
§ Susan Newberry prepares her show detail
• 12:25 p.m.
o Guests start to arrive
o Allow guests to get comfortable and have a refreshment
o Guests take their seats
• 12:50 p.m.
o Raptors are all set up on stage
§ Bill Streeter gets comfortable in chair
§ Guest speakers line up along side stage and are ready
to speak
• 1:00 p.m.
66. 66
o SHU President Gabriel Esteban gives his welcoming speech
and introduces President Torpey
o President Torpey gives his Speech and introduces Mayor
Deluca
o Mayor Deluca gives his speech and intrudes township
historians Beatrice Herman and Howard Wiseman
o Township historians introduce Susan Newberry to give her
introduction of the Durand Hedden House and then
introduces Bill Streeter
• 1:45 p.m.
o Bill Streeter takes the stage and starts his presentation on the
birds
• 3:15 p.m.
o Streeter has a Q&A period
o Refreshments are being served
o Guests are welcome to take pictures in the photo booth
• 4:10
o Event closes
Post Event:
• Send thank you notes to:
o Guest speakers
67. 67
o Bill Streeter
o Donors
o Guests who came to the show
o Local businesses
• Send B-roll to NJ News and Verizon Fios News for footage on the
event
• Post photos of the event on website as well as all social media
platforms
• Provide photos to local media with post-event caption
• Measure success of the event
o Increase in normal event day visitors
o Increase in social media engagement
o Increase in members
o Increase in donations
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(ANR 1 of 1)
Maplewood Office of the Mayor Total time: 1:06
Durand-Hedden House and Garden Nikolina Zulj, Producer
ANNOUNCER: THE DURAND-HEDDEN HOUSE AND GARDEN OF
MAPLEWOOD, NEW JERSEY IS HAVING ITS FIRST EVER EVENT AT SETON HALL
UNIVERSITY FEATURING SEVERAL LIVE RAPTORS FOR STUDENTS TO ENGAGE
WITH. DIRECTOR OF THE HOUSE AND GARDEN, SUSAN NEWBERRY, INVITES
MEMBERS OF THE COMMUNITY TO ATTEND
NEWBERRY: “We are eager to share with Seton Hall students and the
surrounding community our traditions here at Durand-Hedden, we hope
that our guests enjoy the raptors show and then come out to visit the
museum and grounds.”
ANNOUNCER: THE DURAND HEDDEN HOUSE AND GARDEN’S GOAL IS TO
CREATE AN ENVIRONMENT IN WHICH HISTORY CAN COME ALIVE. ONCE A
MONTH THE MUSEUM HOLDS HISTORICAL EVENTS FOR THEIR MEMBERS AND
GUESTS TO COME AND LEARN ABOUT THE RAPTORS AND HISTORY OF THE
TOWNSHIP OF MAPLEWOOD.
-more-
69. 69
SETON HALL STUDENT LAUREN CHABAN IS EXCITED TO ATTEND THE
EVENT ON CAMPUS.
CHABAN: “ I am really eager to learn more about the history of
Maplewood since I have grown up in the town, but mostly I am really
excited to get my picture taken with a raptor.”
ANNOUNCER: REMEMBER HISTORY IS A MYSTERY, SO LETS MAKE IT FUN AND
LEARN ABOUT IT! FOR MORE INFORMATION ON THE EVENT CONTACT SUSAN
NEWBERRRY THROUGH EMAIL AT INFO@DURANDHEDDEN.ORG, ONCE
AGAIN THAT IS INFO@DURANDHEDDEN.ORG
-###-
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(Brochure 1 of 1)
The Durand Hedden House and Garden
“Birds of Prey”
Trifold Brochure-----
Panel 1:
Ø Image of Durand-Hedden museum
Ø “History is a Mystery, Let’s Learn About It and Make It Fun” slogan
Panel 2:
Ø About Durand-Hedden
o “Durand-Hedden House and Garden is a historic house
museum that finds interesting ways to explore our
community’s fascinating past through nature, architecture,
music, food, social life, local history, reenactments and
participatory activities – and to spotlight the “treasures” in our
own backyards. Our aim is to make history exciting and
relevant for all ages.”
o Address of Durand-Hedden
o Contact Information
Panel 3:
Ø For the Guests
o Fun at the event
§ Guests of the Birds of Prey event will have the
opportunity to not only learn about the birds, but once
the show is done we will have a photo booth set up
where you will be able to take a picture with a raptor
of your choice to have as a keepsake.
Panel 4:
Ø Time, Date and Location
o Where: Seton Hall University Green
o When: Friday, September 18, 2015
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o Time 1:00- 4:00 p.m.
o To sign up for the event or purchase tickets, please contact
Durand-Hedden House and Garden at
info@durandhedden.org or call Seton Hall University’s student
center to reserve your spot at (973)-761-9000
Panel 5:
Ø About the Event
o We are proud to present our first ever-live encounter with
birds of prey or as many of you would call them raptors. Bill
Streeter, director of the Delaware Valley Raptor Center of
Milford, PA will be coming to Seton Hall University with his six
live raptors including a Golden Eagle and a Peregrine Falcon.
During the show, we will have several guest speakers
including South Orange Village President Alex Torpey and
Mayor Victor DeLuca of……
Panel 6:
Ø About the Event… continued
o ……Maplewood. Seton Hall University President Gabriel will
say a few words on behalf of the program as well as the
university. Last, but not least, president of Durand-Hedden
House and Garden, Susan Newberry will inform the public on
the history of the museum as well as the importance of this
event. Once the event is done, guests will have a chance to
speak to either Susan or Bill regarding any questions they may
have.
