Preservation in Colorado

Transcription

1 CREATE the FUTURE. HONOR the PAST Preservation in Colorado Communications Strategies for the New Era

2 July 2014 Developed by Rebecca Laurie, Shannon Haltiwanger and Claire Lanier, with input by Kathie Gonzalez and Barnhart Communications. Designed by Rosie Opp. Cover: (left to right) Starginer Property, Amaya Family Adobes in Pueblo; Mountain States Telephone Company, operators at work; Hands on Heritage Festival, photo by Cora Kemp All images from the collections of History Colorado unless otherwise noted. 2 CREATE THE FUTURE

3 CONTENTS LETTER TO THE READER...2 BACKGROUND...3 EXECUTIVE SUMMARY...4 HISTORY OF PRESERVATION...5 National...5 State...5 Grassroots...5 BUILDING IDENTITY...6 BUILDING A ROADMAP...8 CORE STRATEGY 1: Develop Messages...10 History Colorado...10 History Colorado Preservation Programs...10 Preservation Program s Statewide Tagline...10 Story Structure...11 Understanding the Ganz Model: Story of Self, Us, and Now (SUN)...11 Audience & Voice...12 CORE STRATEGY 2: Establish Channels...16 Identify Accepted Channels...16 Identify Targeted Channels per Audience...18 CORE STRATEGY 3: Inspire Action...20 Overarching Goal for All Audiences...20 CHALLENGES...26 OPPORTUNITIES...26 INFLUENCE...27 CRITICAL SUCCESS FACTORS...27 CONSIDERATIONS...27 MEASURING SUCCESS...28 Quantitative Measurements...28 Qualitative Measurements...28 NOTES...30 HONOR THE PAST Table of Contents 1

4 LETTER TO THE READER Traditionally, marketing and communications plans are internal documents, quietly updated and implemented by staff. But for us at History Colorado, this plan has come to mean more than just a working guideline we can use to check boxes off our to-do list: it s a true expression of not only our passion for sharing the value of historic places in Colorado, but your commitment to preserving them. That s why we want to share this plan with you; you inspire us. Your passion and dedication to preservation is what drives us every day to share your stories far and wide. Many of the tactics presented in this plan are based on the ideas, hopes, and wishes you ve brought to us, either through State Plan Listening Sessions, comments on social media, or phone calls to our office when you re looking to expand preservation in your community. We may know how to share the stories, but the content is all you. Getting others to love historic places as much as we do is, as Deputy SHPO Steve Turner likes to say, a tough nut to crack. While many of the strategies outlined in the plan will be implemented first by History Colorado, our hope is that by openly sharing these methods with you, we can crack that nut together. You ve inspired us through and through, and hopefully we might finally return the favor by giving you some ideas of how you and your organization can create a future that honors the past. Forever grateful, Shannon L. Haltiwanger Preservation Communications Manager Cave 29, Mesa Verde National Park Photo by James S. Peterson 2 2 Letter to the Reader CREATE THE FUTURE

5 BACKGROUND The local and national historic preservation movement grew during the 20th century from individual and grassroots efforts into organized programs managed by government agencies and nonprofit organizations. The National Historic Preservation Act of 1966 is the movement s most significant legislative achievement to date and has helped expand historic preservation programs and activities in towns and cities across the country. The tangible benefits of preservation are clear: historic preservation projects fuel local economies and foster innovation. Preservation yields direct returns on investments. Its intangible benefits the ways a preservation project fosters a deeper connection to local history and creates productive synergies within communities where they previously did not exist are more difficult to define and measure, yet no less important. History Colorado houses the State Historical Fund (SHF) and the Office of Archaeology and Historic Preservation (OAHP), which comprises the State Historic Preservation Office and the Office of the State Archaeologist. Together, SHF and OAHP programs are known as the History Colorado Preservation Programs. Individually, these programs fulfill historic preservation guidelines set forth by the National Historic Preservation Act, U.S. Department of Interior, the Colorado constitution, and other state and federal preservation regulations. Collectively, they invigorate communities, educate citizens, and instill a lifelong appreciation for our state s rich historic and cultural resources. HONOR THE PAST Background 3

6 EXECUTIVE SUMMARY Create the Future. Honor the Past. Colorado s built environment and cultural resources are powerful expressions of our shared human experience. These physical markers are a testament to human vitality and serve as a medium for sharing the stories of who we are as Coloradans. Preserving historic buildings and archaeological sites protects and honors the record of our existence for future generations. In 2010, the Colorado preservation community outlined concepts in The Power of Heritage and Place: A 2020 Action Plan to Advance Preservation in Colorado ( the 2020 Plan ) to promote the practice and understanding of preservation within the state. The 2020 Plan affirms that a critical component of the preservation movement s success is to effectively communicate the power and benefits of preservation in modern, positive, active, and emotionally compelling ways. A strategically developed and delivered communications plan is essential to garnering the attention of new audiences to preservation. It is essential not only for the preservation movement, but also for History Colorado. The 2020 Plan focuses on active preservation and what is most treasured about Colorado. This phrase was key to guiding the strategies and tactics outlined in this communications plan. This plan identifies and develops language and mechanisms that will deliver key messaging and tactics to evoke important emotional connections with preservation through person-to-person contact, digital publications and print media, and online channels. THE 2020 VISION Over the next five years, the understanding for every citizen of what constitutes a better Colorado will inherently come to include the concept of historic preservation through the appreciation of and emotional connection to our state s rich places and heritage. Preservation advocates share the obligation to celebrate the stories of the past through stewardship of our historic and cultural resources. Through their efforts, preservation partners will continue to educate both children and adults alike and engage all in civic responsibility. -The Power of Heritage and Place A 2020 Action Plan to Advance Preservation In Colorado HistoriCorps volunteers working on the Alpine Guard Station in Hinsdale County Photo courtesy of Colorado Preservation, Inc. 4 Executive Summary 4 CREATE THE FUTURE

7 HISTORY OF PRESERVATION NATIONAL The 1906 Antiquities Act, which authorized the President of the United States to declare any site a National Monument, set the stage for a variety of 20th-century legislation that affirmed a national commitment to preserving historic places and supported efforts to recognize the diverse cultural resources in the United States. Such legislation includes the establishment of the National Park Service in 1916, the Historic Sites Act of 1935, and the National Preservation Act of On a national level, the preservation movement has continued to grow through partnerships; government programs like the Civilian Conservation Corps; the increasing number of preservation-related degree and certificate programs at colleges and universities; changes in our tax structure that reward preservation projects; and the coordinated use of zoning regulations, urban renewal projects, and businessoriented preservation practices. STATE Colorado is on the forefront of both the preservation movement and the preservation industry. History Colorado, a State agency, manages one of the most robust preservation programs in the country. In 1973, Colorado passed the State s equivalent to the National Historic Preservation Act, establishing the Office of the State Archaeologist, under which the Office of Archaeology and Historic Preservation (OAHP) operates. Under the guidance of the National Historic Preservation Act and other preservation legislation, OAHP implements several preservation programs, including the National and State Register program and the Certified Local Government program. In 1990, Colorado voters approved a constitutional amendment to dedicate a portion of limited-stakes gaming tax revenue from the gaming towns of Cripple Creek, Central City, and Black Hawk to statewide preservation efforts, thereby creating the State Historical Fund (SHF), a competitive grant program that funds preservation projects that demonstrate strong public benefit and community support. In an effort to establish these services under the History Colorado brand, SHF and OAHP are now referred to as a singular entity: the History Colorado Preservation Programs. GRASSROOTS Official government programs such as the State Historic Preservation Office, the National Register of Historic Places, the Office of the State Archaeologist, and the Advisory Council on Historic Preservation work to address and uphold legislative guidelines. But at its core, preservation in Colorado is a grassroots effort through which preservation agencies and individuals build trust and participation among local communities. Because of programs like the History Colorado State Historical Fund, many Colorado communities have turned to preservation in recent years as a way to enhance sustainability and rejuvenate local economies; however, not all Colorado communities actively practice historic preservation or embrace the movement. Grassroots preservation groups, industry professionals, and government officials developed the 2020 Plan to serve as a single guide for addressing major statewide challenges. The 2020 Plan identified that a statewide communications strategy plays a vital role in the success of preservation. HONOR THE PAST History of Preservation 5

8 BUILDING IDENTITY The purpose of this communications plan is to create strategies for identifying, developing, delivering, and refining a meaningful public narrative on behalf of both the History Colorado Preservation Programs and the statewide preservation community. Fostering the growth of our collective preservation identity is crucial to the success of the movement as a whole. Those who believe in and identify with preservation are more likely to support local and national preservation efforts and funding mechanisms, particularly if and when threats arise. Renowned social and political strategist Marshall Ganz summarizes the three types of public narratives that drive social change: a story of self, a story of us, and a story of now. Public narrative is how we turn values into action the discursive process by which individuals, communities, and nations construct identity, formulate choices, and motivate action. Public narrative is a leadership art composed of three elements: a story of self, a story of us, and a story of now. Stories not only teach us how to act they inspire us to act. Stories communicate our values through the language of the heart, our emotions. By telling our personal stories of challenges we have faced, choices we have made, and what we learned from the outcomes we can inspire others and share our own wisdom. Because stories allow us to express our values not as abstract principles, but as lived experience, they have the power to move others. (Ganz, Telling Your Public Story: Self, Us, Now, Kennedy School of Government, 2007) Under the 2020 Plan, History Colorado was charged as a lead implementer of State Plan Goal C2: Develop a promotional plan and communication strategy. Specific objectives within this goal are to: Identify promotional tools and partners Identify spokespeople Identify new audiences and information channels Establish a framework for developing local messages Target public relations campaigns and events with structured advocacy focused on awareness Explore different and new delivery options Strategies provide the framework around which communications objectives and tactics are identified and developed to reach intended audiences. Some tactics employ traditional delivery options, such as pitching newspaper articles, whereas others use grassroots community events or social media networks to share the preservation message. CORE STRATEGY 1: Develop Messages. Create key messages that demonstrate preservation s educational, economic, and cultural benefits and emotionally engage different audiences. CORE STRATEGY 2: Establish Channels. Create new outlets and leverage existing ones through which we can inspire conversations that spread the preservation message and promote History Colorado. CORE STRATEGY 3: Inspire Action. Engage audiences in preservation activities and connect them to History Colorado. 6 Building Identity 6 CREATE THE FUTURE

9 dc ul tu st hr o hw h we c a n i n s pir em o h ic rate t s n C r e a t e o u tl et ug DEVELOP MESSAGES fit s. preser vatio ene n s lb ed u c o n o m ic, a n ra c o a ti,e n al ESTABLISH CHANNELS D ti o n s. n r sa tio a rv e s e audie nces in pr ve ac tiv ities. n En ga ge ec o INSPIRE ACTION Strategies provide the framework around which communications objectives and tactics are identified and developed to reach intended audiences. H O N O R T H E PA S T Building Identity 7

10 BUILDING A ROADMAP 8 8 Building a Roadmap CREATE THE FUTURE

11 HONOR THE PAST Building a Roadmap 9

12 CORE STRATEGY 1: Develop Messages To communicate that historic preservation seeks to recognize and preserve the diversity of cultural resources including significant aspects of the built environment, prehistoric and historic archaeological sites, cultural landscapes, districts, objects, mining, infrastructure and transportation resources, traditional cultural places and practices, language, music, dance, archives, collections, and folkways is critical. -The Power of Heritage and Place A 2020 Action Plan to Advance Preservation In Colorado HISTORY COLORADO Mission History Colorado inspires generations to find wonder and meaning in our past and to engage in creating a better Colorado. Vision Leading through accessible, compelling programs in education, preservation, and stewardship; Serving Coloradans and enriching communities statewide; Connecting collections, places, and their stories with audiences in meaningful ways; Pursuing sustainability through smart planning and sound business practices, and diversifying our financial base. Values Excellence - Achieve excellence in all we do. Integrity - Be forthright and accountable to those we serve Respect - Acknowledge the perspectives of our constituents and our partners Diversity - Embrace and promote the myriad cultures, values, and contributions of all who have shaped and continue to shape Colorado history Service - Work to benefit the state, our audiences, stakeholders, and members of the public throughout Colorado Collaboration - Engage with stakeholders in an inclusive manner Innovation - Encourage creative and new approaches to all ideas HISTORY COLORADO PRESERVATION PROGRAMS Hands on Heritage Festival, History Colorado Center Guiding Statement: History Colorado preserves the places that define our character, embody our past, and shape our communities, today and tomorrow. The History Colorado Preservation Programs work to save Colorado s past while creating a future that embraces our rich heritage. PRESERVATION PROGRAM S STATEWIDE TAGLINE Create the Future. Honor the Past. 10 Core Strategy 1: Develop Messages CREATE THE FUTURE 10

13 STORY STRUCTURE Using the Ganz model: To raise public awareness of, and appreciation for, the preservation movement is to tell preservation stories in ways that engage intended audiences. The Ganz model provides a proven structure for storytelling that is particularly effective for social movements. The story of self, the story of us, and the story of now (SUN) are the guiding themes around which we will formulate content to engage our audiences. We can shape any single preservation story or topic to accommodate the SUN model that is most appropriate for a specific audience or channel. Understanding the Ganz Model: Story of Self, Us, and Now (SUN) SELF create common ground US create sense of community NOW create action strategies The personal story of your place, your home, your family s property, or what motivated you emotionally or physically to become involved with preservation. Topics may be related to: family, childhood, life choices, key experiences, personal or familial histories and perspectives. Our common values or challenges, and what we have already accomplished together, either historically or recently, to preserve historic places in our communities. Topics may be related to: community development, economic vitality, sustainability, partnerships, our shared history. What we can physically do or say today to achieve our goals together, or a call to action to motivate citizen participation in preservation. Topics may be related to: event participation, legislation, volunteerism, education. Example of SUN: The Colorado Centennial Farms Program: The Story of Self The specific story of one Colorado Centennial Farm family. How was the family able to keep the farm alive for 100 years? What challenges did they face, personally and agriculturally? What is the future outlook for their family and their farm? The Story of Us Colorado s statewide agricultural heritage. How does the Centennial Farm program bond us as Coloradans? What can we learn from one another about our agricultural past? How does this inform our collective agricultural present and future? The Story of Now A call to action to get involved with the Centennial Farms program. Apply to designate your own family s farm. Attend the event at the Colorado State Fair in August. Support Centennial Farms and Colorado agriculture by supporting the Colorado Proud program. Check out photos of the farms online to get inspired by their landscapes, families, and histories. For a helpful SUN toolkit, see: HONOR THE PAST Core Strategy 1: Develop Messages 11

14 AUDIENCE & VOICE Through staff discussion, statewide survey responses, and marketing research, we identified four audiences with whom we communicate now or hope to in the future. Establishing a tailored and appropriate voice for each audience is vital to spreading the preservation message effectively. To demonstrate how one story may be told to a variety of audiences, we have included links to four articles written about the centennial celebration of New York City s Grand Central Station. To engage and attract different audiences, various media outlets employed different headlines and angles that catered to their readership. We intend to mimic this approach when telling preservation stories. Professional Who are they? The Professional advocates for, educates about, or directly implements the ethic or practice of archaeology and historic preservation as part of his or her career. This group directly contributes to the future of preservation. Local and national preservation advocacy groups and nonprofit organizations (e.g. History Colorado, Colorado Preservation, Inc., National Trust for Historic Preservation, Preservation Action, Historic Georgetown, Inc.) Institutions of higher education with academic preservation programs and training opportunities Practicing preservationists in the private sector Objectives (1) Connect Colorado preservationists to each other so they can share success stories, trade new ideas, and promote each other's projects. (2) Share Colorado preservation stories on a national level. (3) Connect Colorado preservationists to History Colorado in order to cultivate a network of supporters. High-level Message History Colorado is your best resource to connect with other Colorado preservationists and share Colorado preservation stories. Voice Employs technical terms, industry jargon, and culture-specific references; cites known historical or preservation projects in the industry; applies expert analysis and modern pedagogy. Headline Example Which Grand Central Vision Is the Best for New York? (Arch Daily) archdaily.com/tag/grand-central/ Professional preservationists who work in tribal, federal, or state programs (e.g. staff at the National Park Service, History Colorado Preservation Programs, or other State Historic Preservation Offices) Local preservation planning entities (e.g. Certified Local Governments, municipal governments with preservation ordinances or zoning regulations) Union Station, Denver 12 Core Strategy 1: Develop Messages CREATE THE FUTURE 12

15 Avocational Who are they? Preservation is a hobby, is an interest, or is related or similar to the mission of an organization with which they are involved. The Avocational may be familiar with, or involved in, preservation causes outside of his or her professional sphere. Stewards and owners of historic properties Realtors who specialize in historic property sales Partner organizations or agencies (e.g. Colorado Tourism Office, Department of Agriculture, Chambers of Commerce) History Colorado staff, excluding those within the Preservation Programs Potential grant applicants and current or former grant recipients Youth Summit participants and alumni Heritage and agritourists Local public entities with historic districts Educators from any level who teach history, art history, government, civics, sociology, anthropology, or other social sciences Objective Increase Avocationals awareness of and participation in statewide preservation activities, and motivate them to promote the cause of preservation to legislators. Arapahoe Acres, Englewood High-level Message Preservation is a vital economic tool and an ethically and environmentally responsible choice that is achievable because of your direct involvement. Voice Informal and sometimes casual, but may include academic or historical vernacular. Word choices express the fun side of preservation; the use of more visuals than text helps tell the story in an engaging way; narrative speaks to the person; complex ideas are broken into bite-sized facts and lists to explain the topic or project. Headline Example The Innovation Secrets Behind New York s Most Inspiring Icon, Grand Central Station (Fast Company) HONOR THE PAST Core Strategy 1: Develop Messages 13

16 Recreational Who are they? People or organizations that are unfamiliar with preservation but may hold values related to preservation or preservation concepts. Members of the media Families with children ages 6 to 17 History Colorado members and museum visitors Environmental and/or heritage enthusiasts (e.g. members of the Audubon Society and Nature Conservancy; people who shop at farmer s markets or attend cultural or heritage-focused community events; businesses focused on Support Local initiatives) Objective Demonstrate the connection between preservation and the Recreational s neighborhood, community, environment, health, intellectual and recreational interests, and even his or her child s education. High-level Message Did you know that preservation is a part of your everyday life? Voice Casual, informal, and fun; stories convey a preservation project s relevance to pop culture, modern trends, and personal interests. Stories include strong visuals with minimal text and focus on establishing preservation as an ethical, cultural, and creative community value that families and individuals should identify with and want to support. Headline Example The Surprising Role Jackie Kennedy Onassis Played in Saving Grand Central Station (The Atlantic Cities) politics/2013/02/surprising-role-jackie-kennedyplaying-saving-grand-central-station/4596/ Decision Makers Individuals and offices involved with preservation funding and legislation. Local, state, and national elected and appointed legislators Objective Inform and involve Decision Makers in History Colorado programs and preservation projects, initiatives, and policies so they will demonstrate the benefits of preservation to their constituents. High-level Message Supporting preservation and History Colorado programs promotes economic vitality and community involvement to your constituents and in your areas of governance (e.g. towns, counties, districts, regions, states). Voice Formal and tailored to legislative priorities and policies; targets individual legislators and policy makers involved in regional interests, as well as those who draft specific legislation. Stories use quantitative figures and persuasive language to express and emphasize preservation s positive impact on community and economic development. Headline Example Three Majestic Redevelopment Proposals Pitches for Grand Central Station s Upcoming Centennial (CommercialPropertyExecutive. com) 14 Core Strategy 1: Develop Messages CREATE THE FUTURE 14

17 Hanging Flume, Dolores River Canyon H O N O R T H E PA S T Core Strategy 1: Develop Messages 15

18 CORE STRATEGY 2: Establish Channels Locally made preservation decisions are more strongly endorsed and respected; as such, partners must continue to promote and nurture local advocacy efforts. Historic preservation advocacy broadly painted should be proactively promoted. -The Power of Heritage and Place A 2020 Action Plan to Advance Preservation In Colorado To reach our audiences, we must identify effective communication forums to inspire conversations and share important preservation messages. This plan identifies opportunities to expand and leverage existing channels, but if appropriate channels do not exist, we also explore opportunities to create new channels. IDENTIFY ACCEPTED CHANNELS Online All audiences now accept and even expect communications delivery systems that incorporate social media, video, and web resources to deliver content and create two-way communication. Each of the following channels exists because it was either created by a third party (a social media network like Facebook) or is a History Colorado-created communications vehicle (e.g. our website, e-newsletter, Colorado Heritage magazine). General Goals Promote the Preserve Colorado Network (PCN), which was established in 2013 as a way for preservationists to connect with each other online. PCN is an ever-evolving and constantly growing online forum. Mountain States Telephone Company operators work Evaluate appropriate social media channels for sharing preservation stories and ideas to each audience, while simultaneously building awareness of the History Colorado brand. Channels include: Facebook Pinterest Twitter YouTube Vimeo Flickr Instagram Enhance the effectiveness of the Archaeology and Historic Preservation online events calendar, and regularly promote the calendar to encourage active participation in preservation activities. 16 Core Strategy 2: Establish Channels CREATE THE FUTURE 16

19 Increase the number of people who receive the monthly e-newsletter and targeted e-blasts, and promote the PCN to History Colorado social media followers. Create opportunities for History Colorado partners to interact and connect with History Colorado online resources and social media channels. Digital Publications and Print Media Establishing a recurring role in print resources, either in physical or digital form, is crucial to engaging audiences in more detailed preservation stories that cannot be told effectively through channels such as social media or e-newsletters. Additionally, increased exposure of the Preservation Programs will establish our authority as a go-to resource for preservation guidance. General Goals Develop preservation stories that thematically tie to the story of self, the story of us, or the story of now, and pitch them to: Blogs Local TV outlets Print and digital newspapers Professional publications Radio programs Magazines Regional newsletters Word of Mouth When History Colorado spokespeople share key messages at public events and activities, they establish a direct connection to our audiences, build staff credibility, and directly encourage participation. General Goals Increase participation at established trade association conferences (e.g. Saving Places Conference), interest-based events (e.g. Colorado Day, State Fair, Pedal the Plains, Doors Open Denver), award ceremonies (e.g. Hart Awards), and contests (e.g. scavenger hunts, photo contests) Create opportunities for subject-matter experts, such as the State Archaeologist, the State Historic Preservation Officer, and the Deputy State Historic Preservation Officer, to present compelling stories and concepts about preservation and the History Colorado Preservation Programs. Regularly seek event and presentation opportunities with peer organizations and established partners, who may include: National organizations (e.g. National Trust for Historic Preservation, National Center for Preservation Technology and Training, National Park Service, Bureau of Land Management) State agencies (e.g. Colorado Tourism Office, Office of Economic Development, Colorado Creative Industries, Colorado Department of Transportation) Academic institutions (e.g. University of Colorado Denver) Statewide organizations (e.g. Colorado Preservation, Inc., Colorado Municipal League) Local/community organizations (e.g. Historic Denver, Inc., Historic Georgetown, Inc., Certified Local Governments) HONOR THE PAST Core Strategy 2: Establish Channels 17

20 IDENTIFY TARGETED CHANNELS PER AUDIENCE Using our general goals as our guide, we will target distinct outlets, forums, and partners to engage specific audiences. Professional Online Preserve Colorado Network Google Group History Colorado website and social media channels Preservation Now e-newsletter National Conference of State Historic Preservation Officers listserv National Association of State Archaeologists listserv National Trust for Historic Preservation website Publications and Print Media The National Trust for Historic Preservation s Preservation magazine Recent Past Preservation Network s Connections magazine Word of Mouth Saving Places Conference National Trust for Historic Preservation conference National Alliance of Preservation Commissions (NAPC) conference Allies Historic Denver, Inc., Historic Boulder, Inc., Historic Georgetown, Inc., and other local preservation nonprofit organizations National Trust for Historic Preservation (national and regional offices) Colorado Preservation, Inc. Preservation Action National Alliance of Preservation Commissions National Conference of State Historic Preservation Officers Association for Preservation Technology National Park Service Avocational Online Preserve Colorado Network Facebook Group Preservation Now monthly e-newsletter History Colorado website and social media channels Archaeology and Historic Preservation online events calendar Digital Publications and Print Media Colorado Heritage Colorado Construction & Design The Atlantic Cities Smithsonian Fast Company Local publications National Association of State Archaeologists conference Association for Preservation Technology workshops Local preservation commission or Certified Local Government meetings 18 Core Strategy 2: Establish Channels CREATE THE FUTURE 18