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CASE STUDIES

American Evolution 2019 Marketing Grant

Marketing African American History

Lythos Studios wrote a grant application for marketing African American history in Petersburg during the AE2019 Commemoration which culminated in November 2019.  The purpose of the $10,000 matching grant was to increase tourism in Petersburg.

The campaign consisted of three distinct marketing events:

  • promoting Petersburg as a primary location for filming Harriet
  • public awareness of a $700,000 matching grant from the National Park Service for the renovation of the Exchange Building; the only building on the National Historic Register in Petersburg
  • promoting a series of walking tours of american around Petersburg which consisted of:
    • First Baptist Church
    • People's Cemetery
    • Pocahontas Island
    • Elizabeth Keckly, modiste to Mary Todd Lincoln
    • Movie tours with details about
        • Lincoln
        • Harriet
        • Mercy Street
        • Turn
        • Loving

The results of the campaign include:

  • 250% in visitation to the museums 2019 vs 2018 November
    • 850 vs 335
  • $581,000 increase in meal taxes collected 2019 vs 2018 November
    • total taxes collected $851,000

How did we obtain these results promoting African American History?

Instead of conventional advertising with radio and television commercials, Lythos Studios utilized television stations in Richmond and Norfolk/Newport News to promote the Mayor of Petersburg, Sam Parham.  The grant money was spent for purchasing four minute segments on NBC12, ABC8, CBS6, and CBS3 (Norfolk) where the Mayor discussed the three items mentioned above.  The primary topic was African American History.  To learn more about this program that took place throughout Virginia in 2019, visit www.ae2019.org

african american history

Mayor Sam Parham

Learn more about Petersburg at www.petersburgpreservationtaskforce.com/blog

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