John Veverka & Associates

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Marketing - 4 Week Course

Heritage Interpretation Training Center

A 4-Week Short Course
to help you to re-invent new post-coved marketing plans
and get visitors to come back again
to your Museums, Parks, or Heritage Attractions and
Build New Market Creation Strategies.

28 February - 28 March 2022
Course Tuition $300.00

Want to re-open or begin to attract your visitors back? So what's your marketing plan?

The 4-week marketing course has been developed and will be mentored/coached by Prof. John Veverka - Director of the Heritage Interpretation Training Center and with 40 years of experience as an interpretive planning consultant and visitor marketing psychology researcher,

John teaching heritage tourims development and marketing at Lithuania University (left) and a course on developing tourism markaeting surveying strategies - Budapest, Hungary.

Course participants will receive:

- Interpretive Master Planning Textbooks
- Interpretive Marketing resource materials.
- Visitor Survey/Research Survey Technique Examples
- Time to work on updating your individual marketing drafts with mentoring (coaching).
- Weekly chat times (and SKYPE or Zoom personal chats with Prof. Veverka)
- A Certificate of Completion from the Heritage Interpretation Training Center with Three (3) CEU unit credits.

Prof. Veverka will offer weekly ZOOM meetings and discussions. You can also contact Prof. Veverka at any time via e-mail or SKYPE to address any personal project questions at

To provide adequate time for Prof. Veverka to offer individual mentor/coaching to participants working on projects, this course will be limited to 10 participants.

Course Registration

- Contact Prof. Veverka by e-mail ( or by SKYPE if you have more questions. If you like, you can register one person for the course but have a team working with you on a marketing re-evaluation project.

- Pay the course tuition via the course web site PayPal button at the bottom of the web site page.
- Prof Veverka will send you by e-mail initial course textbooks and resource materials for each week.
- We will have a course orientation meeting via ZOOM for participants on the 28thst of Feb - time to be decided based on participant time zones.

Course Weekly Content Structure

Week One
Unit One - The psychology of post-coved marketing.
* Maslow's Hierarchy Of Needs
* Fear and Safety Factors
* Safety and post-coved new visitor contact policies.
*Interpretive Marketing Plans General Content Outline
Objectives (what do you want this plan to accomplish?).
1. Learning Objectives
2. Emotional Objectives
3. Behavioral Objectives

Unit Two - *Product(s) Analysis (what are you selling or offering)?
1. Experiences (experience and memory mapping and analysis).
a. Passive Experiences
b. Active Experiences
c. Psychological immersion (Concerns/Fears)
d. Physical immersion (Risk mitigation marketing)
e. The experience mix analysis

Physical products (books, trail guides, guided tours, videos, etc.).

Week Two, Unit Three
Current (pre-coved) Market Groups (Macro and Micro) analysis. (Who are (were) your visitors, where are did they coming from, etc.).

1. Your past (pre-coved) visitor demographics (any existing research available?).
2. Seasonal visitation patterns from you past market groups?
3. New or projected visitor expectations and motivations for visiting your site in a post-coved environment?
4. Customer care needs and visitor safety concerns.
5. Market mix sustainability (school groups, out of country tourists, etc.). Will you need to re-build your market mix?
6. Visitation patterns (increase or loss) over the past 5 years.

Week Two Unit Four

Critique of pre-coved marketing/advertising strategies (did they work - how do you know?).

1. Proposed post-coved advertising plans and ad placements (what magazines, web sites newspaper, etc and why).
2. Marketing strategies and media to attract re-visits or for new market creation.
3. Creating new marketing psychology strategies - convince me you're a safe place to visit.
4. How must you re-target your marketing massages for different market groups?

Week Three, Unit Five
Competition Analysis
1. Other near-by like attractions or sites with similar services and experiences.
2. Other attractions in your area (their visitation numbers, seasonal visitation patterns, target market groups, etc.).
3. Potential for developing partnerships (joint admission tickets, etc.?) with near-by attractions?

Week Three Unit Six
Your Market Creation Strategies
1. Which new market groups do you want to try to attract?
2. What benefits can you offer them for visiting your site or attraction?
3. What promotion or advertising strategies will you need to communicate with them and tell them about your site and services?
4. Where and how to make the most powerful first contacts.

Week Four - Putting it all together - a draft new post-coved strategy

Week Four Unit Seven - Developing your post-coved Marketing Campaign
1. Consider budget allocations based on need.
2. New revised advertising material design and pre-testing plan.
3. Ad placements and tracking strategy ideas.
4. Web Site Development updates needed.

Implementation of the Marketing Plan Strategies Considerations
1. Time Lines for implementation.
2. Budget determinations per ad line item.
3. Staffing needs or outside contracting.
4. Make a general outline of notes as to how you want to implement your updated post-coved marketing plan.

Week Four, Unit Eight
Tracking and evaluation of the ad campaign. What will be your on-going evaluation to see how the advertising is going month by month?

l. Tracking reviews (schedule, etc.) and technique strategies.
2. Evaluation tools, and on-going evaluation (monthly?) to track visitation and visitor analysis (new vs. past/returning visitors.

Your final post-coved marketing strategy summary of things to do and timeline.

By this week you would have created a good general post-coved marketing plan outline and marketing strategy that could be developed into a complete marketing plan. Feel free to add or change this as it best fits your particular agency or organization needs.

Good luck.

Questions and Course Tuition Payment $300.00

Prof. John Veverka

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