[Preservation Tips and Tools] 7 Tips for Creating a Preservation Pop-Up Shop
There’s no better spot to peep Warby Parker’s newest spectacle collection or score those budget-breaking, limited edition Jimmy Choos than in a trendy pop-up shop. The concept is simple: Insert yourself into a temporary space that puts new eyes on your brand and new minds on your mission, and see what you can accomplish. So if a pop-up can sell merchandise, why can’t it sell an idea or a campaign? That’s exactly what the National Trust’s community outreach team thought when they created a preservation-themed pop-up shop in Cincinnati’s Fountain Square this past fall. The goal was to promote the Yes on 8 campaign, aimed at convincing Hamilton County voters to approve a sales tax issue to save the city’s Union Terminal. The campaign ultimately succeeded -- the measure passed with 61% of the vote. The experience showed us the value of having a physical presence around an issue -- and also taught us a few tips and techniques for making a pop-up work. Here are seven factors to consider as you plan your own successful preservation pop-up. http://blog.preservationnation.org
Published on: Mar 4, 2016
Transcripts - [Preservation Tips and Tools] 7 Tips for Creating a Preservation Pop-Up Shop
Seven Tips for Creating a
Goals and Strategy
Setting a list of internal goals is a good starting point; it will help justify
the concept to management and allow you to measure success.
Remember to be flexible. If initial strategies fall flat, create a new
strategy for reaching the goals.
Consider where your target audience will be during hours of operation
and what spot will draw the most foot traffic. Look for potential
partners or organizations that might support your mission and would
be willing to donate space.
Function and Design
Decide the function of the pop-up. Will it serve as a base of
operations for the campaign, a giant billboard, or perhaps a gathering
space for the community? Regardless, having interactive educational,
entertainment, and campaign support opportunities for walk-ins is a
Before building out the space, consider how long it should be open to justify
time and money you’re investing.
Tip: When furnishing your space or hosting events, likeminded organizations
may be willing to give discounts if they support the cause.
Search for partners like other
local and regional preservation
groups, community groups, and
other organizations whose
experience and expertise can
compliment that of your
Swag (aka Stuff We All Get)
Having stickers, postcards, buttons, and other items that spread the
brand and message is paramount to drawing more people to the
cause. Swag also gives people something tangible to walk away with.
And, hey, everybody loves free stuff.
Having a web presence for the pop-up is a key factor in a campaign’s
success. The National Trust team created a WordPress site within the
larger Yes on 8 campaign website where they could generate interest
in the pop-up ahead of time, post photos and short blog pieces at
critical moments, and share upcoming events.
The National Trust for Historic Preservation works to save America’s
historic places. Preservation Tips & Tools helps others do the same
in their own communities.
For more information, visit blog.preservationnation.org.
Pg. 1 (L to R): Landor Associates, Cincinnati
Museum Center, Landor. Pg. 2-5: Landor. Pg. 6:
Cincinnati Museum Center. Pg. 7: Landor. Pg. 8:
My Union Terminal Campaign Committee