The National Heritage Institute (NPÚ) manages 103 heritage buildings, which represent 103 original brands. Each brand (heritage object) has a warden in charge who is both administrator of the object and its marketer. However, the field of marketing communication was a very unknown area with many of them, and we decided to change that. At that time, 40% of NPÚ monuments were not present on any social network.
Raise the interest of the castle wardens in marketing communication and turn their monuments into functional brands
Teach them how to create authentic and functional content
Increase profit and bring new visitors to individual heritage sights
Show castle wardens how they can cooperate and help each other to be inspired to try new things and approaches
Use the network created from more than a hundred monuments for their communication
But first we had to get all these sights on Facebook
The question was, how to do so? Together with the NPÚ, we prepared a series of workshops that were supposed to teach the caste wardens how to properly use the social networks of their monuments. We therefore introduced them to the basics of marketing communication and brand management.
To make the workshops as beneficial as possible, we always tried to tailor them to particular monuments. We went through the complete communication of all the present monuments on their social networks and subsequently built the workshops on specific examples from real life. And since each workshop was attended by representatives of 10 to 20 monuments, there was always enough material that we could analyze together with the castle wardens.
However, we did not want to look at the individual monuments as separate units, so we encouraged the castle wardens to mutually cooperate, using the network that they all form together. During the lockdown period, when castles and chateaux were inaccessible, the castle wardens participated in a joint challenge. This was started by the caretaker of Slatiňany Castle, who filmed a video tour of interesting places in his castle and at the end invited the colleague from Hrádek u Nechanic Castle to make the same. Many other monuments gradually joined this challenge, creating unique and high-quality content.
At the beginning, 40 % of monuments did not use any social networks.
Today, 100 % of NPÚ monuments are on Facebook and Instagram.
The castle wardens have learned to track relevant success metrics and adjust their strategy accordingly.
We have awakened marketers in the castle wardens who now already know how to think about networks and how to use their specifics.
The first workshop with Fairy Tailors took place in 2020. At that time, only 85% of the 25 heritage buildings in the territory of Moravia and Silesia under the administration of the NPU had an active FB page. The guys from Fairy Tailors were excellently prepared, they had consistently mapped out the communication of monuments, they were able to promptly comment on successful or less successful contributions, they improved our work with content, they were able to excite us and show us that being a creator of the communication of a monument does not have to be just work, but also fun.
In 2021, our second workshop in a row took place, at its start 100% of the monuments of Moravia and Silesia already had their active FB pages. Not only was the training focused on FB communication, but also on Instagram (at that time, only 59% of monuments had an active profile on IG). The second training was again a great inspiration for us, full of news and gimmicks, which once again moved our work forward a great deal.
Mgr. Dagmar Šnajdarová
tiskový referát, PR
NÁRODNÍ PAMÁTKOVÝ ÚSTAV
ÚZEMNÍ PAMÁTKOVÁ SPRÁVA V KROMĚŘÍŽI
So let's start a new story together.
