Marketing and Communications The Communications, Marketing, and Digital Outreach Department seeks to strengthen and broaden the visibility of the Association.
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Marketing On February 17, 2020, the Official White House Ornament honoring President John F. Kennedy was unveiled at the Kennedy Library in Boston and streamed online via Facebook. With nearly all shopping happening online this holiday season due to the COVID-19 pandemic, the Association focused its advertising efforts on digital, including digital banner ads re-targeted to whitehousehistory.org and shop.whitehousehistory.org, and social media partnerships with Instagram influencers. This year, the Association’s Holiday Catalog and ornament sale flyer reached more than 1.3 million homes and resulted in the strongest performance of purchases through direct mail to date. The holiday catalog brought in a record number of sales in October and November as more people shopped from home online and by phone. Each product featured in the catalog realized strong sales including a golden tree topper, new books, children’s items, and WHHA exclusive products such as luxury ware from Halcyon Days and apparel from Brooks Brothers. The digital catalog released in mid-October has been read more than 1,800 times online.
26 • THE WHITE HOUSE HISTORICAL ASSOCIATION
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