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It analyzes current marketing practices, summarizes present methods and perceived strengths/limitations, and identifies present and potential audiences, including demographics, partners, and opportunities for strategic collaborations.",{"@graph":14,"@context":73},[15,34,56],{"@type":16,"itemListElement":17},"BreadcrumbList",[18,23,27,31],{"item":19,"name":20,"@type":21,"position":22},"https://docshare.wps.com","Home","ListItem",1,{"item":24,"name":25,"@type":21,"position":26},"https://docshare.wps.com/template/","Template",2,{"item":28,"name":29,"@type":21,"position":30},"https://docshare.wps.com/template/presentations/","Presentations",3,{"item":32,"name":10,"@type":21,"position":33},"https://docshare.wps.com/template/research-assessment-marketing-plan-marketing-plan/240171/",4,{"url":32,"name":10,"@type":35,"image":36,"author":41,"headline":10,"publisher":44,"fileFormat":47,"inLanguage":8,"description":12,"dateModified":48,"datePublished":49,"encodingFormat":47,"isAccessibleForFree":50,"interactionStatistic":51},"DigitalDocument",{"url":37,"@type":38,"width":39,"height":40},"https://docshare.wps.com/thumbnails/research-assessment-marketing-plan-marketing-plan/240171.png","ImageObject",442,249,{"name":42,"@type":43},"Cart","Person",{"url":19,"name":45,"@type":46},"DocShare","Organization","application/pdf","2026-10-31","2026-09-11",true,{"@type":52,"interactionType":53,"userInteractionCount":55},"InteractionCounter",{"@type":54},"ViewAction",11,{"@type":57,"mainEntity":58},"FAQPage",[59,65,69],{"name":60,"@type":61,"acceptedAnswer":62},"How was the market research for the Shasta Historical Society conducted?","Question",{"text":63,"@type":64},"The research used surveys and personal interviews over three months, including a 5-question survey for board members, a 20-question survey for stakeholders, and a larger community survey distributed via the Record Searchlight article with a survey link. Additional information was gathered through online research and reviews of prior assessment and current practices.","Answer",{"name":66,"@type":61,"acceptedAnswer":67},"What does the document cover in the analysis of current marketing?",{"text":68,"@type":64},"It provides a comprehensive list of marketing activities already in use and describes what is working and what is limited, including programs, communications, website and social media, newsletters/articles, calendars, and fundraising letters. It also notes that recommendations are provided later in the marketing strategies and recommendations sections.",{"name":70,"@type":61,"acceptedAnswer":71},"What audience characteristics and stakeholders are identified?",{"text":72,"@type":64},"The document outlines survey-reported demographics, emphasizing an older, predominantly White/Caucasian audience that values local history. It also lists current partners and identifies potential partnership opportunities with organizations such as Turtle Bay and Shasta County schools.","https://schema.org",{"og:url":32,"og:type":75,"og:title":10,"og:site_name":45,"og:description":12},"article",{"robots":77,"canonical":32},"index,follow",{"doc_id":79,"site_id":7},240171,1791724487,{"code":4,"msg":82,"data":83},"success",[84,87,92,97,102,107,112,117,122],{"id":55,"doc_module":22,"doc_module_name":25,"category_name":29,"show_sort_weight":85,"slug":86},90,"presentations",{"id":88,"doc_module":22,"doc_module_name":25,"category_name":89,"show_sort_weight":90,"slug":91},12,"Resumes",80,"resumes",{"id":93,"doc_module":22,"doc_module_name":25,"category_name":94,"show_sort_weight":95,"slug":96},14,"Invoices",70,"invoices",{"id":98,"doc_module":22,"doc_module_name":25,"category_name":99,"show_sort_weight":100,"slug":101},15,"Posters",60,"posters",{"id":103,"doc_module":22,"doc_module_name":25,"category_name":104,"show_sort_weight":105,"slug":106},16,"Social Media",50,"social-media",{"id":108,"doc_module":22,"doc_module_name":25,"category_name":109,"show_sort_weight":110,"slug":111},17,"Forms",40,"forms",{"id":113,"doc_module":22,"doc_module_name":25,"category_name":114,"show_sort_weight":115,"slug":116},18,"Letters",30,"letters",{"id":118,"doc_module":22,"doc_module_name":25,"category_name":119,"show_sort_weight":120,"slug":121},21,"Paper Templates",5,"papers-templates",{"id":123,"doc_module":22,"doc_module_name":25,"category_name":124,"show_sort_weight":4,"slug":125},158,"General","general-158",{"code":4,"msg":82,"data":127},{"doc_id":79,"user_id":128,"nickname":42,"user_avatar":129,"doc_module":22,"category_id":55,"category_name":29,"doc_title":10,"doc_description":12,"doc_content":130,"file_id":131,"file_url":132,"file_type":133,"file_size":134,"view_count":55,"is_deleted":4,"is_public":22,"is_downloadable":22,"audit_status":22,"page_count":113,"language":135,"language_code":8,"site_id":7,"html_lang":8,"table_of_contents":136,"faqs":137,"seo_title":138,"seo_description":12,"update_tm":139,"read_time":140},18829141979164,"https://eur-avatar.wpscdn.com/davatar_6f874abed73319feea01a86fa6f0fab8","RESEARCH ASSESSMENT & MARKETING PLAN Krista Buckel Consulting  \nTABLE OF CONTENTS  \nMARKET RESEARCH _ 2  \nMETHODS 2  \nANALYSIS OF CURRENT MARKETING 2  \nPRESENT & POTENTIAL AUDIENCES 3  \nSWOT 5  \nMARKETING PLAN 8  \nMARKET RESEARCH RESULTS 8  \nTARGET MARKET ANALYSIS 10  \nSERVICE AND MEMBERSHIP 10  \nCOMPETITION 12  \nMISSION STATEMENT 15  \nMARKETING STRATEGIES 15  \nPRICING 18  \nBUDGET 19  \nMARKETING GOALS 19  \nMEASURING RESULTS 19  \nGAINING CONSENSUS 19  \nRECOMMENDATIONS 20  \nAPPENDIX 23  \nSAMPLE SOCIAL MEDIA CAMPAIGN PHOTOS 23  \nSURVEY RESULTS 26  \nRESEARCH ASSESSMENT & MARKETING PLAN Krista Buckel Consulting  \nMARKET RESEARCH   \nI. Methods:  \nOver the last three months comprehensive research about the Shasta Historical Society has been gathered through surveys and personal interviews from former and current Society board members, development committee members, stakeholders, Shasta County Arts Council members, Turtle Bay members and the general Redding community. The goal of each information gathering effort was to establish clear strengths, weaknesses, opportunities and threats for the organization; analyze present marketing efforts, identify present and potential members, stakeholders and partners. Research was also conducted to evaluate successful marketing efforts of other non-profits to identify  \npotential future marketing opportunities. Members of the community were incentivized to participate in the survey through a prize drawing for a $50 gift card to Jacks. The following methods were employed to gather research:  \n1. A 5 question electronic survey sent to board members  \n2. A 20 question electronic survey sent to stakeholders  \n3. A 40 question electronic survey distributed to Shasta County Arts Council members, Turtle Bay member, and to Redding community through an article with survey link in the Record Searchlight  \n4. Individual interviews with former and current Shasta Historical Society board members  \n5. In person interview with executive director of Shasta Historical Society  \nA quality sampling of data was gathered through the completion of 250 surveys from the Redding community (including Turtle Bay members, Shasta County Arts Council members and general community members), 18 survey responses from board members and 13 responses from stakeholders. The research gathered a total of 281 responses.  \nIn addition to the above-mentioned research methods Krista Buckel Consulting also gathered information through online research. The following methods were employed to gather research:  \n1. Review of Shasta Historical Society’s assessment report from RWWidera Consulting  \n2. Review of all current practices, membership models, programming and marketing presently employed by the Society.  \n3. Researched practices of other thriving historical societies or other similar successful non-profit preservation organizations.  \nII. Analysis of Current Marketing  \nThe below section is an analysis of the Shasta Historical Society’s current marketing, and is intended to be a comprehensive list of marketing that is already in use. The below description is not a recommendation to keep or continue to use these methods of marketing. My recommendations are included in section X titled “Marketing Strategies” and section XI titled “Recommendations.”  \n1. Stagecoach:  \nThe Stagecoach seems to be well like by members. The articles are quality, good listing of upcoming events and meetings.  \n2. The Covered Wagon:  \nRESEARCH ASSESSMENT & MARKETING PLAN Krista Buckel Consulting  \nThe Covered wagon seems to be well liked by members, and includes quality historical articles.  \n3. Historical research:  \nHistorical research services are an underutilized service of the Historical Society.  \n4. Shasta Historical Society Annual Calendar:  \nThe calendar includes outstanding historical photos and a comprehensive list of historical dates.  \n5. Membership Flyer:  \nThe membership flyer is a basic word document template.  \n6. Walking Tour Donation Envelope: ","cbCaivueFoJGmUd8","https://ap.wps.com/l/cbCaivueFoJGmUd8","pdf",551574,"English","# Market Research\n## Methods\n## Analysis of Current Marketing\n# Present and Potential Audiences and Stakeholders\n## Demographics\n## Current Partners and Stakeholders\n## Potential Audiences, Partnerships and Stakeholders\n# Marketing Plan\n## Marketing Strategies\n## Pricing\n## Budget\n## Measuring Results\n## Recommendations\n# Appendix\n## Sample Social Media Campaign Photos\n## Survey Results","[{\"question\":\"How was the market research for the Shasta Historical Society conducted?\",\"answer\":\"The research used surveys and personal interviews over three months, including a 5-question survey for board members, a 20-question survey for stakeholders, and a larger community survey distributed via the Record Searchlight article with a survey link. Additional information was gathered through online research and reviews of prior assessment and current practices.\"},{\"question\":\"What does the document cover in the analysis of current marketing?\",\"answer\":\"It provides a comprehensive list of marketing activities already in use and describes what is working and what is limited, including programs, communications, website and social media, newsletters/articles, calendars, and fundraising letters. It also notes that recommendations are provided later in the marketing strategies and recommendations sections.\"},{\"question\":\"What audience characteristics and stakeholders are identified?\",\"answer\":\"The document outlines survey-reported demographics, emphasizing an older, predominantly White/Caucasian audience that values local history. It also lists current partners and identifies potential partnership opportunities with organizations such as Turtle Bay and Shasta County schools.\"}]","Research Assessment & Marketing Plan - Marketing Plan | PDF",1789158051,6]