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I am currently serving as the Co-Chair of the Historic Plaque Committee for Frederick County Landmarks Foundation.

Copyright 2019 Heidi Glatfelter Schlag. All photography by Heidi Glatfelter Schlag unless otherwise noted.

Integrated Marketing Communications:

Canal Quarters

INCREASING CANAL QUARTERS AWARENESS AND BOOKINGS (2014-present)

For years, the Canal Quarters program was one of the area's best-kept secrets. My goal has been to change that! Through an integrated marketing campaign, I have consistently grown awareness of the program, which has translated into increased bookings and revenue. The Canal Quarters are six historic lockhouses that have been rehabilitated into overnight lodging for guests. Each tells a different story of a period in the canal's history, are furnished with authentic pieces, and sleep eight people who can"step back in time" to live as the lock keepers did.

 

There is no other program like Canal Quarters in the the country, which makes it attractive to the press. I have set up journalists from a variety of local, regional, and niche publications with visits or overnight stays in the lockhouses, and I also work closely with the tourism organizations in Montgomery, Frederick, and Washington Counties, who include the lockhouses in their own fam tours and press trips. The Maryland Office of Tourism is also a big fan of the program. I have achieved 20 major features in media publications on the Canal Quarters program over 5 years, which have significantly helped to raise awareness and drive bookings. A list of media placements is included below.

 

Until this current fiscal year, I only had $1,200 a year to market the Canal Quarters program, so I relied heavily on media placement and promotion to our own constituency through print/email newsletters, direct mail to past guests, and social media. Signage in the park and word of mouth also perform well for us, as over 80% of traffic to the Canal Quarters site this past year was either from organic search or direct traffic. We have in place strategies to encourage word-of-mouth marketing, including training Park Rangers and volunteers, targeting audiences who thru-hike or thru-bike the entire towpath, redoing the post-stay email, and promoting social media hashtags and journal entries. Two grants enabled us to create videos for Lockhouses 6 and 22, which have experienced high engagement on social media.

In order to continue increasing the occupancy of the lockhouses -- and in anticipation of our seventh lockhouse opening in 2019 -- I advocated for and received a $9,000 budget for Canal Quarters marketing in 2019, which I am devoting to print ads in the Montgomery, Frederick, and Washington County Visitor Guides, and a digital marketing campaign with Manning Media in Hagerstown. I will track the results of these investments closely to determine whether they are worth repeating in future years. We also experience success with email and social media campaigns and have seen a bump in traffic with the addition of AdWords in the past 6 months. We host open houses once or twice a year to raise awareness within the local community about Canal Quarters, which can provide a unique staycation experience, and the opening of our seventh lockhouse in 2019 will provide new opportunities to promote the program. I am already lining up journalists interested in covering the opening. 

 

Over five years, I have been successful in raising awareness of this award-winning program, increasing bookings, and attracting 11,500 guests for lockhouse stays, which also serves many as their first exposure to the work the C&O Canal Trust does in the C&O Canal National Historical Park. These guests are then incorporated into the Trust's larger awareness campaign, where they receive our email and print newsletters and begin to move up the ladder of engagement to become repeat Canal Quarters guests, volunteers, and/or donors.

Results

7.8%

INCREASE

In bookings over two years

20

MEDIA FEATURES

Over 5 years

11,500

GUESTS

Over

5 years

 

Media Features

Lonely Planet, December 2018

The Culture Trip, September 2018

Susquehanna Life Magazine, September 2018

WTOP, June 2018

Chesapeake Bay Journal, April 2018

Getaway Mavens, April 2018
Allegany Magazine, July 2017

Early American Life Magazine, June 2017

Frederick News-Post, April 2016

AASLH Blog, January 2016

Montgomery Magazine, December/January 2016

Family Fun Magazine, October 2015

Eastern Home and Travel, September/October 2015

Frederick Magazine, July 2015

Hagerstown Magazine, July 2015

NBC Washington, April 2015

ALHFAM Bulletin, Spring 2015

The Juncture - Journey Through Hallowed Ground Blog, April 2015

Architectural Digest, December 2014

The Baltimore Sun, April 2014

Videos

Lockhouse 6

Lockhouse 6 - 30 seconds

Lockhouse 22

Lockhouse 22 - 30 seconds

Funded by the Maryland Heritage Areas Authority and the Montgomery County Historic Preservation Grant Fund, featuring the Stacy and Wheat families as volunteer actors.

Creative
Ad for 2019 Visit Hagerstown/Washington County CVB Visitor Guide. Click for PDF.
Ad for 2019 Visit Frederick  Visitor Guide. Click for PDF.