Pivoting an In-Person Experience to a Virtual Campaign: New Jersey Women Vote's Suffrage Slow Roll 2020
About the Client:
New Jersey Women Vote: The 19th Amendment at 100, an initiative by the Alice Paul Institute, the New Jersey Historical Commission and 65 partners designed to mark the centennial by celebrating American women’s activism throughout history.
About the Project:
The Suffrage Slow Roll was set to take place on May 16, 2020 at Historic Smithville in Eastampton, NJ. The event aimed to gather families for a slow-and-steady bike ride through the grounds, as well as performances, activations, exhibit tables and remarks from New Jersey lawmakers and partners.
Primary: Event Planning/Project Management
Secondary: Event Strategy, Virtual Event Planning, Hybrid Event Planning, Marketing Strategy, Digital Marketing, Social Media
Processes:
The initial meeting with the committee of New Jersey Women Vote outlined the project timeline, responsibilities of each individual and agency, and possible speakers, artist and vendors who could participate in the event. Then, the team at BLME got to work on contacting possible food trucks, event rental companies, and other partners, confirming availability and pricing.
As March began, it was clear that COVID would affect at least part of the project timeline. With each new piece of information, it became clear that the team would need to pivot this in-person event to a virtual experience. After meeting with the subcommittee, the project team decided to design a monthlong virtual campaign inviting New Jerseyans to visit sites along the Women’s Heritage Trail (either socially distanced, with their families, or virtually) and compete for prizes along the way.
The second component of the project involved conceptualizing the use of allocated funds to elevate sites along the Women’s Heritage Trail during this unprecedented and difficult time for nonprofit organizations and tourist destinations. One of the options for this was to offer a virtual tour grant to a select number of sites on the trail.
The project team and subcommittee developed an application and invited sites along the trail to apply. At the close of the application process, members of the NJWV committee reviewed applications and narrowed it down to the final sites. The next step in the process was to collect virtual tour scripts from each site, to ensure that the historical data mentioned was accurate and could be conveyed in the designated 2-4 minute time frame. Historian Isabela Morales reviewed the scripts and submitted edits for each site prior to Beau Monde scheduling their tours.
Cathie and Al of Beau Monde Originals worked with each site to ensure that their individual needs were met, and their stories were told in a way that is reflective of the site’s particular historical and cultural significance, both to the state and the country. Additionally, recipients were provided with still photographs and a digital business card to elevate their virtual experience.
Results:
Over 100 people signed up for the Suffrage Solo Slow Roll campaign, and over 20 individuals and families participated in the Facebook group and contest.
We awarded prizes to 2 individuals who visited the most sites during the 1 month campaign.
We surpassed the goal of the original Suffrage Slow Roll event, which aimed to have 100 people gather in Historic Smithville.
With the funds allocated for the Suffrage Slow Roll event, we were able to grant 6 historic sites with virtual tours, photographs, and digital business cards.