Curious about Catherine's approach to campaign development in her current museum role? Check out this overview of how ideas are developed it into a successful programs through an integrated marketing approach. 

At Historic Columbia, all tiers of programs have exposure across the big five: email, print, public relations, social media, and website. These are all managed within a master content calendar.

Beyond individual programs, creating a strong foundation for upcoming initiatives ensure new promotional efforts feel intentional and connected. By weaving giving campaigns (such as annual funds and Giving Tuesday) and organizational projects (like preservation efforts or new exhibits) into the broader communications calendar, I ensure they benefit from consistent visibility. Program marketing serves as a natural vehicle to amplify and reinforce these initiatives.

A program's big five may be bolstered by a paid campaign to drive revenue. Paid campaigns may also include digital display ads, billboards, OTT, or radio/Spotify, for example.

Designed to clarify the purpose and direction of a program, this form is the foundation to start shaping a campaign plan. It helps define key goals and pinpoint the target audience. Completing the form is usually followed by a brief meeting to refine the core message, discuss branding and market positioning, and ensure the program’s objectives clearly align with our mission.

Based on the scope of the program and revenue goals, it is assigned a campaign tier. Tier templates on Monday.com are used to manage marketing campaigns that populate into our master content calendar. This is how marketing cadence is balanced across the organization.

Using tags, targeted lists, and customer journeys, email marketing is designed to engage audiences and encourage repeat visitation. Members often receive variations to highlight member perks and offer special touchpoints.

Print media can consist of mailed postcards or articles in our print newsletter. On-site signage ensures the experience feels branded and intentional, while sponsor recognition helps bolster corporate support.

In her current role, most print pieces Catherine creates are in support of our advancement department or signage for programs.

Webpage development is critical for achieving revenue goals and is step one in a positive museum experience.

Writing samples can be seen in the following blogs:

Consistent media outreach is maintained through monthly press releases highlighting upcoming programs, while dedicated press kits support new series, exhibitions, and major events. Additionally, all programs are promoted using free listings on local event calendars.

Catherine oversees content creation for HC's social media channels. Accounts are primarily used to promote our mission, drive program attendance locally, and engage with community partners. Paid social media campaigns are utilized for tier 1 events and broader awareness campaigns. Audiences vary dramatically given the broad scope of programs.

Explore Historic Columbia's social media: