This document marks the first Strategic Marketing Plan produced for Project Archaeology and as
such marks a major step in organizational growth. Over the last few years, Project Archaeology has
focused on producing a suite of quality products aimed at teaching cultural heritage and stewardship
to teachers, students and the community in order to foster an interest in and to protect our cultural
resources. Such products include curriculum guides, workshops and online courses produced by
respected educators and archaeologists. Along with producing quality products, though, Project
Archaeology recognizes the need to make its voice heard in the marketplace.
Our first job, then, is to define our markets both primary and secondary and review the various
means and modes of communication to them in order to find the best and most efficient means of
getting our products on their radar.
Next we must evaluate the other similar products which will be competing for their attention and
find our niche within this community. We must also discover and evaluate future trends in these
markets to assist with future product choices and decisions in order to continue to succeed in
getting our important message across.
We will also offer a full evaluation of the products offered by Project Archaeology with an eye
towards their features and benefits. This will define our marketing strategies and message.
Project Archaeology has also defined several non-profit organizations as business models. Chosen
for their success in the marketplace, these models will be defined and evaluated as to what new
ideas they have to offer Project Archaeology.
Finally, we will offer a Marketing plan for 2012 which will entail defining goals; evaluating
strengths, weaknesses, opportunities and threats; and finally providing a plan to meet these goals
through a national marketing plan and providing support and resources to the state Coordinators.
We end our plan with a look towards the growth of the organization and a plan for reaching
expansion goals and growing the organization beyond its current boundaries.
Project Archaeology has worked diligently to produce a suite of quality products aimed at nurturing
an appreciation of our cultural resources in order to foster a sense of responsibility and stewardship
toward our cultural heritage. This marketing plan aims at making the Project Archaeology voice
heard in the marketplace to insure the success of reaching its goals which will lead to the
conservation and protection of our cultural heritage for our future.