Founding of CAFFounding of CAF

Glessner House

Santa Fe Building

Architecture River CruiseArchitecture River Cruise

Voted Chicago’s #1 Architecture Tour

200,000 people take CAF’s River Cruise every year

HAPPY HOUR TOURS

ToursTours

Programs, Exhibitions, Education, EventsPrograms, Exhibitions, Education, Events

Award-winning K-12 textbooks & curriculum

Chicago Model City exhibition

Programs and lectures Special events

DocentsDocents

More than 450 docents volunteer their time to lead CAF’s 85 tours

Our audience…Our audience…

Research study showed…Research study showed…

Opportunity audience

25-44 years old

Cultural events

Architecture & design

Chicago history & future

Beyond the River Cruise…Beyond the River Cruise…

ICAF River Cruise

…but weren’t connecting with the rest of CAF

LOVE the River Cruise…

ConnectingConnecting

Opportunity audience

Tech-savvy

Using social media to connect with others

Taking it mobile

CAF’s social mediaCAF’s social media

Facebook:facebook.com/chicagoarchitecture

Twitter:@chiarchitecture

• Strong interest in CAF• Research study was right• No corporate voice

Bridging the gapBridging the gap

Converting our strong online audience into a participating audience

ParametersParameters

Audience

• Catchy, fun, interesting

• Easy to participate online & in real life

• Genuine, personal, down-to-earth

ParametersParameters

CAF

• Low or no cost

• Manageable just by me

• Keep CAF “as is”

GoalsGoals

• Increase awareness & participation online & in real life

• Position CAF as a leader in social media marketing

• Create network of online brand ambassadors

• Bring in revenue

Take all of CAF’s 85 tours within one year

Around Chicago in 85 ToursAround Chicago in 85 Tours

Document the challenge online:

Around Chicago in 85 Tours BlogAround Chicago in 85 Tours Blog

www.85tours.com

All 85 tours…All 85 tours…

Alta Vista Terrace Architecture River Cruise

Beverly: Elegance on the Ridge 1Beverly: Elegance on the Ridge 2

Bike the Lakefront Bridgeport

Bungalow Belt By Bus (North Route)Bungalow Belt By Bus (South Route)

Chicago Board of Trade Chicago Old and New: Intersections

Churches by Bus Daniel Burnham: Architect, Planner, LeaderDevil in the White City Companion Bus Tour

Downtown DecoEmerging Chicago

Evanston Along the Lake Farnsworth HouseFine Arts Building

Frank Lloyd Wright by BusFrank Lloyd Wright in Oak Park

Frank Lloyd Wright Neighborhoods by Bus-SaturdaysGold Coast: Astor Street

Gold Coast: Dearborn Street

Alta Vista Terrace Architecture River Cruise

Beverly: Elegance on the Ridge 1Beverly: Elegance on the Ridge 2

Bike the Lakefront Bridgeport

Bungalow Belt By Bus (North Route)Bungalow Belt By Bus (South Route)

Chicago Board of Trade Chicago Old and New: Intersections

Churches by Bus Daniel Burnham: Architect, Planner, LeaderDevil in the White City Companion Bus Tour

Downtown DecoEmerging Chicago

Evanston Along the Lake Farnsworth HouseFine Arts Building

Frank Lloyd Wright by BusFrank Lloyd Wright in Oak Park

Frank Lloyd Wright Neighborhoods by Bus-SaturdaysGold Coast: Astor Street

Gold Coast: Dearborn Street

Graceland Cemetery Graceland: A Second Look

Green Inside OutHighland Park Walk

Highlights by Bus: Robie HouseHistoric Downtown (north): Treasures

Historic Downtown (south): Rise of the SkyscraperHyde Park

Jackson Boulevard Jenney, “Father of the Skyscraper,” and His Legacy

John Hancock BuildingKenilworth - North RouteKenilworth - South Route

Kenwood Lake Forest Cemetery

LaSalle Street Towers of Finance Lights, Camera, Architecture!

Lincoln Park Zoo: the Architecture Logan Square Loop Tour Train

Louis Sullivan: Lost & FoundMacy’s on State Street

Magnificent Mile

Graceland Cemetery Graceland: A Second Look

Green Inside OutHighland Park Walk

Highlights by Bus: Robie HouseHistoric Downtown (north): Treasures

Historic Downtown (south): Rise of the SkyscraperHyde Park

Jackson Boulevard Jenney, “Father of the Skyscraper,” and His Legacy

John Hancock BuildingKenilworth - North RouteKenilworth - South Route

Kenwood Lake Forest Cemetery

LaSalle Street Towers of Finance Lights, Camera, Architecture!

Lincoln Park Zoo: the Architecture Logan Square Loop Tour Train

Louis Sullivan: Lost & FoundMacy’s on State Street

Magnificent Mile

…continued……continued…

Marquette BuildingMerchandise Mart

Michigan Avenue: Chicago's Landmark StreetwallMies & Modernism: The IIT Campus Tour

Millennium Park RevealedModern Skyscrapers

Modern Wing - Art Institute of ChicagoMonadnock Building

Oak Woods Cemetery Old Town Triangle

Palmer House Hotel TourParks & Blvds By Bus: Grant & the South ParksParks & Blvds By Bus: Lincoln & the West Parks

Preserving Chicago's LandmarksPrinters Row

Reliance Building (Hotel Burnham)River North

Riverfront Walk I-Main Branch

Marquette BuildingMerchandise Mart

Michigan Avenue: Chicago's Landmark StreetwallMies & Modernism: The IIT Campus Tour

Millennium Park RevealedModern Skyscrapers

Modern Wing - Art Institute of ChicagoMonadnock Building

Oak Woods Cemetery Old Town Triangle

Palmer House Hotel TourParks & Blvds By Bus: Grant & the South ParksParks & Blvds By Bus: Lincoln & the West Parks

Preserving Chicago's LandmarksPrinters Row

Reliance Building (Hotel Burnham)River North

Riverfront Walk I-Main Branch

Riverfront Walk II: Fork of the River Rookery

Rosehill Cemetery Rosehill Mausoleum

Santa Fe Building Sculpture in Lincoln ParkSculpture in the Loop

Seats of Power: City, County and StateSegway on the LakefrontSheffield Historic District

Sullivan Center (Carson Pirie Scott)Tiffany Treasures in Chicago

Uptown White City Revisited

Wicker Park Willis Tower and Its Next-Door Neighbor

Women of Influence - Graceland Cemetery

Riverfront Walk II: Fork of the River Rookery

Rosehill Cemetery Rosehill Mausoleum

Santa Fe Building Sculpture in Lincoln ParkSculpture in the Loop

Seats of Power: City, County and StateSegway on the LakefrontSheffield Historic District

Sullivan Center (Carson Pirie Scott)Tiffany Treasures in Chicago

Uptown White City Revisited

Wicker Park Willis Tower and Its Next-Door Neighbor

Women of Influence - Graceland Cemetery

Around Chicago in 85 ToursAround Chicago in 85 Tours

Benefits for CAFBenefits for CAF

Get to know CAF audience & opportunity audience

Introduce opportunity audience to CAF

Grassroots feel…global reach

Increase CAF docent morale

Library of content

MediaMedia

Increased awareness of the Chicago Architecture Foundation

Increased awareness of the Chicago Architecture Foundation

Why would I do this to myself?Why would I do this to myself?

Learn about tours & audience

Connect with tour-goers & docents

Experience…professional & personal

It’s fun…and I love to challenge myself

Impact on Social MediaImpact on Social Media

39%39%39%39%

95%95%95%95%

@chiarchitecture

facebook.com/chicagoarchitecture

**As of 6/16/2010

Impact on membershipImpact on membership

New membership up an

average of 11% per month

Impact on toursImpact on tours

Neighborhood Tours: 190%

Highlights by Bus tour: 9.5%

Historic Treasures: 15%

Green Inside Out: 24%

What I’ve learned…What I’ve learned…

People are listening

They also want to be heard

Word of mouth on steroidsWord of mouth on steroids

Testimonials

“Tweetups”

Referrals

Recent tweets…Recent tweets…

“I can vouch for the fact that your guides are terrific. Our Highlights guide managed her way around a parade and the POTUS”

“I absolutely loved the architecture tour I took with the Chicago Architecture Foundation. I learned a ton about the city!”

“went on the chicago architecture foundation's boat tour this morning. so good! every chicagoan should go and learn about this beautiful city”

“I love Chicago! Currently enjoying the exhibits @ the Chicago Architecture Foundation with the bestest husband & dad”

“@chiarchitecture Went on your bus and boat tours.The docents were terrific. What an incredible city this is!”

“Love giving my time to @chiarchitecture because they have done so much for me! Newhouse 08, 07 & 06”

“Took the downtown deco tour today. Thanks for another great tour, @chiarchitecture”.

“My pics from Chicago Architecture Foundation's "Devil in the White City" Tour. Highly recommended! http://ow.ly/1Jo3A”

Need to be flexibleNeed to be flexible

UptownSaturday, July 10th

www.architecture.org/uptown

CAF TweetUp Tour

Get a team involvedGet a team involved

Participate in the conversation

Stay current

Connect with followers

Time and dedication

Common sense

Interest in social media

What’s next for me?What’s next for me?

The Around Chicago in 85 Tours Challenge continues…

What’s next for you?What’s next for you?

Follow!

www.85tours.com

@chiarchitecture

www.facebook.com/chicagoarchitecture

www.architecture.org

Jennifer Lucentejlucente@architecture.org