OPENING FRAMEWORK
Today is not about building a website. It is about uncovering the stories, emotions, people, places, and experiences that make Southampton County worth remembering, protecting, and sharing with future generations. The goal of this session is to identify what makes the Historical Society unique, why people should care, and how we create stronger awareness, engagement, tourism, support, and long-term sustainability.
THE HEART OF THE ORGANIZATION
Purpose: Reveal mission, emotional identity, and cultural importance.
Questions:
Why does the Southampton County Historical Society exist?
What would the community lose if the Historical Society disappeared tomorrow?
What stories MUST future generations never forget?
What emotional response do you hope visitors experience?
What makes Southampton County historically unique?
What misconceptions do people have about Southampton County history?
Why should younger generations care?
What moments in local history create the strongest emotional connection?
What parts of local history deserve more attention than they currently receive?
What are you protecting beyond buildings and artifacts?
Brandiscover™ Mapping: Brand Personality, Slam Dunk Message, Triggers, Trust Builders
AUDIENCE DISCOVERY
Purpose: Identify ALL audience groups separately.
Questions:
Who currently engages most with the Historical Society?
Who SHOULD engage more?
What age groups are currently underrepresented?
Are visitors primarily:
local residents
tourists
researchers
schools
historians
families
donors
civic leaders
genealogy enthusiasts?
Who becomes the most passionate supporter?
What type of person is most likely to donate?
What type of visitor becomes emotionally connected?
What audiences are easiest to attract?
What audiences are hardest to attract?
What regional tourism opportunities are currently untapped?
Brandiscover™ Mapping: Target Audience, Going Fishing, Closing the Deal
VISITOR EXPERIENCE
Purpose: Understand experiential marketing opportunities.
Questions:
What should a visitor FEEL during a visit?
What exhibits or experiences create the strongest reactions?
What stories do visitors remember most afterward?
What currently excites children or younger visitors?
What parts of the experience feel outdated?
What opportunities exist for interactive storytelling?
What physical spaces create the strongest emotional atmosphere?
What hidden gems do locals overlook?
If someone only had ONE hour in Southampton County, what should they experience?
What could make visitors stay longer?
What would make people return multiple times?
Brandiscover™ Mapping: Triggers, Bullseye Product, Foot in the Door
COMPETITION & DIFFERENTIATION
Purpose: Find the Clutter Buster.
Questions:
What makes Southampton County history different from nearby communities?
What do other historical museums or societies do poorly?
What do you do exceptionally well?
What experiences can visitors ONLY get here?
What stories are uniquely tied to Southampton County?
What gives this organization authenticity?
What historical assets are most underutilized?
What makes this more than “just another museum”?
Brandiscover™ Mapping: Clutter Buster, Slam Dunk Message, Trust Builders
DONOR & FUNDRAISING PSYCHOLOGY
Purpose: Understand support motivations.
Questions:
Why do donors currently give?
What emotional motivations drive donations?
What donor stories stand out?
What funding challenges exist?
What projects create the strongest donor excitement?
What prevents people from donating?
What sponsorship opportunities exist?
What community partnerships could grow support?
What legacy opportunities exist for donors?
What would inspire recurring giving?
Brandiscover™ Mapping: Closing the Deal, Foot in the Door, Trust Builders, Triggers
EDUCATION & COMMUNITY IMPACT
Purpose: Reveal deeper societal value.
Questions:
How does the Historical Society support education?
What partnerships exist with schools?
How can local history become more engaging for students?
What life lessons exist within Southampton County history?
How can local residents feel more pride in their community?
How can history strengthen economic development and tourism?
What role should the Historical Society play in the county’s future?
What stories create community unity?
Brandiscover™ Mapping: Slam Dunk Message, Going Fishing, Triggers
DIGITAL & MARKETING DISCOVERY
Purpose: Identify communication gaps.
Questions:
How do people currently discover the Historical Society?
What marketing efforts have worked best?
What has NOT worked?
What social media content performs best?
What stories/photos generate engagement?
What events attract the largest audiences?
What local partnerships could increase awareness?
What search terms should people find you for online?
What questions do visitors repeatedly ask?
What content could become highly shareable?
Brandiscover™ Mapping: Going Fishing, Triggers, Closing the Deal
FUTURE VISION
Purpose: Reveal strategic direction.
Questions:
Where do you want the Historical Society in 5 years?
What would success look like?
What exhibits or expansions are envisioned?
What tourism opportunities could emerge?
What would make Southampton County a destination?
What partnerships would transform growth?
What would make younger generations deeply engaged?
What legacy do you hope this organization leaves behind?
Brandiscover™ Mapping: Bullseye Product, Closing the Deal, Going Fishing
CLOSING QUESTIONS
What question SHOULD we have asked today that we didn’t?
What story best represents the heart of this organization?
If someone visited once and told their friends about it afterward, what would you hope they say?
Why does preserving Southampton County history matter RIGHT NOW?
If funding and limitations disappeared tomorrow, what would you build?