"Donors don't give to institutions.
They invest in ideas and people in whom they believe. "
- G.T. Smith
“Positive Sells; Negative Repels”
Actions that we need to take to develop a branding for our museum that will guide marketing and
communications.
1. Develop a positive and concise statement that defines the uniqueness and importance of our place in
history and the museum ‘s role in preserving and sharing that history.
The statement must be compelling, evocative, and memorable. Most importantly, the statement should
arouse a curiosity to know more. From the statement should evolve a one line slogan or tag that forms a
consistent message thread throughout all related projects. Related projects will expand and explain the
primary statement.
The statement says: This is what people should know and this is our critical role in telling them. This is
the message carried beyond the museum to recruit new members, energize our base and earn financial
support and collaboration.
2. Partner with organizations and individuals to develop projects that further the education of our citizens
based on the statement’s positive contribution to pride of place, regional achievement and national
significance.
Involve every organization that would benefit from projecting a new and positive image of NEPA history,
especially our schools.
Grant and funding advantages grow with more partners.
Form alliances with international organizations yoked to our history to provide depth and continuity in the
sharing of our history and heritage.
3. Take full advantage of technology to reach out to the world. Take full advantage of the local
organizations whose mission it is to help us achieve technological and organizational excellence.
Technology will reach more people with the message and provide a cash flow from commerce.
Below is an example of what could be said about our place in American history:
Anthracite Heritage/America’s Success
Pennsylvania, the keystone of America's founding
NEPA, the cornerstone of America's success
The people of NEPA, through their labors with coal, iron, and steam, assured America’s
experiment in democracy, saved it from self-destruction, and created the dynamo that drove it to
international dominance.
· A. The transfer of primary industrial technology from Britain to NEPA's anthracite region in
the 1800's transformed America from a dependant consumer to an independent entity, well able
to defend its experiment in democracy.
· B. The outcome of America's Civil War was greatly determined by the Union's antebellum
industrial base, extensive rail system, and a fuel resource that was the genesis of both.
C. NEPA provided an essential energy source equal in importance to today's oil, and a
financial resource for industrial expansion that enabled America to surpass Britain as the world
leader.
Anthracite and iron not only created America's prosperity, but the crush of immigrant families
who made it all possible, forced us to address social and economic issues whose outcomes would
shape how we would work and live in our modern nation.
A positive marketing strategy, timed to coincide with Pa’s 2009 emphasis on industry, would
provide added emphasis both to the state program, NEPA’s critical role in national history, and
to this museum’s key role in promoting Anthracite Heritage.
This presentation was originally presented to the Anthracite Heritage Museum Associates Board in Jan.
2007 from research gleaned from John Veverka & Associates website.
“We don't see things as they are; we see things as we are.”
- Anais Nin