Historic Preservation Certificate Program

Drew University

Historic Preservation Certificate Program

Technology and Historic Preservation

March 28-May 30, 2013

Course Description

This 10-week course will provide students with hands-on experience in the effective use of new technology for historic research, interpretation, application, and marketing. The class will provide an overview on developing a strong web and social media presence for promotion. Participants will understand the applicability of Smartphone apps to local historic organizations, gain exposure to the app development process, and identify various app platforms.

Historians will gain the tools needed to reach out to archives across the country, conduct internet research, source historic maps, photographs, audios, videos and grasp the use of historical and genealogical-related databases to gather historical information and app content. We will also discuss how to effectively package historical material in a format that attracts and retains the interest of a broad audience.

Class I: Introduction

Introduction of instructor; students asked to introduce themselves, share any previous experience they may have with new media and technology (within the broader field of preservation or without) and what they hope to get out of the class. Instructor and students will review the syllabus.

ASSIGNMENT I: In preparation for Class II lecture, students will be introduced to organizations considered to have successfully merged preservation and technology, with respect to their community engagement and campaign success, and asked to familiarize themselves with their websites, new media profiles, special online campaigns, etc.

Class II: Overview of Successful Merging of Preservation + Technology

Presentation and discussion of organizations/campaigns which have successfully integrated new media and technology into their engagement strategies. Look at technology as a community builder.

ASSIGNMENT II: Research and select an organization (locally- to regionally-sized, not nationally- or globally-oriented) not yet utilizing the tools discussed in class. These will serve as “clients” for the remainder of the class. Students will bring any printed collateral (brochures, maps, flyers, etc.) available with them to Class III.

Class III: Client Presentations / Introduction to Marketing and PR Strategies

Class begins with each student presenting the organization they’ve selected. Identify organizational mission, primary constituents, area of influence (ie: a specific neighborhood, city-wide, a singular user type, etc.); outline the extent of technology integration at present and existing assets/potential for success.

Following student presentations, instructor will discuss marketing and public relations, essential towards organizational longevity and campaign success.

ASSIGNMENT III: Begin drafting strategic goals of integrating technology into client organization’s operational plan. Does not yet need to be detailed (ie: “broaden awareness of cultural assets, possibly through combined print and new media campaigns”)

Class IV: Websites and Blogs

Whether it’s a website or blog (depending on the capacity of the organization), it’s important for organizations to share their mission, ongoing projects, regular news updates, etc., with constituents and supporters. The class will look at a number of website and blog hosts, including:

· Blogs: WordPress, Blogger, tumblr

· Websites: Drupal, Joomla

With both blogs and websites, the class will discuss best practices.

**INSTRUCTOR NOTE** Anticipating guest speaker to address capabilities of website options

Class V: Beyond the Website: Brand building through new media

New media platforms complement traditional tools of outreach and marketing. Instructor will provide an overview of social media platforms such as Facebook, Twitter, Pinterest, Instagram, etc. Class will also discuss the trends in smartphone apps, identify options for user interface, discuss the development process (ie: engaging an app developer, defining an app’s scope, deliverables from client to app developer, “under the hood” work by the developer). Using examples of apps completed by other organizations, class will learn about the importance of strategic app launch and marketing.

**INSTRUCTOR NOTE** Anticipating app developer as guest speaker

Class VI. Technology + Donors: Crowdsource fundraising

“Crowdsource” fundraising is effective in many respects: it allows organizations to cultivate new donors (so as not to exhaust their long-term supporters) and enables meaningful support at a modest level. But this fundraising style, made popular through services such as Kickstarter, relies on a committed social media strategy. In this class, the instructor will provide an overview to Kickstarter.

ASSIGNMENT IV: Update and finalize strategic integration plan from Assignment III for presentation during Class VII.

Class VII: Client Strategic Plan Presentations

Students will present their outline for a strategic plan for their client organizations, considering the range of tools discussed throughout previous classes.

Class VIII. Databases: Maintaining collections and tracking constituent relationships

Introduction to CiviCRM, an example of a customer relationship manager (CRM).

Class IX. Opportunities for GIS

**INSTRUCTOR NOTE** Considering guest speaker to introduce GIS and discuss its capabilities with respect to historic preservation.

Class X. Wrap Up

Covering items not covered in enough depth for students in previous classes, student feedback, next steps, etc.