Traveling publicity campaigns : $b educational tours of railroad trains and motor vehiclesRoutzahn, Mary Swain
History
Traveling publicity campaigns : $b educational tours of railroad trains and motor vehicles
Routzahn, Mary Swain
Educational exhibits, Traveling
In planning the itinerary of a tour that must be completed in a
given length of time, it is usually necessary to decide between the
importance of visiting a small number of towns and of making a long
stop in each, or of visiting a larger number for fewer hours or days.
Some trains have made from five to ten stops in a day, while others
have spent from several days to a week in one place. A day to a town,
however, seems to be the more general rule.
A stop may be limited to an hour or so because it is thought more
important to cover a given amount of territory within certain time
limits than it is to stay long enough in a place to reach a large share
of the population or give much information. Or the purpose of the tour
may be accomplished by presenting to an audience, all of whose members
arrive at the same time, a single program lasting an hour and dealing
with easily understood facts or ideas. The Liberty Loan trains furnish
good illustrations of a purpose of this sort. If your campaigners are
not in a hurry to get over the ground by a certain date they will
probably find it more satisfactory to spend a full day and sometimes
longer with the people of each community visited. The program may then
be repeated for a number of audiences and the traveling specialists
will have an opportunity to promote closer relationships with local
leaders. However, conditions that govern a decision regarding the
length of time to spend at a place differ so widely for individual
enterprises that general suggestions have not much value.
The stops of a truck tour are more easily arranged than those of
a train since the latter is dependent upon the convenience of the
railroad. One gain through this greater flexibility is the possibility
of return visits to the same place. In this way the truck helps in
its own advance publicity work by making a brief stay which attracts
attention and spreads the news of its return for a longer stay a
little later. In its work in the congested districts of the city, the
Cleveland Children’s Year Special followed what its director called
a “skip stop” system, visiting a neighborhood long enough to leave
a number of people sufficiently well informed to talk about it, and
coming back two or three days later to find an appreciative audience
ready for the program.
RECEIVING THE VISITORS[8]
Visitors are the real reason for the enterprise which is undertaken
solely for their instruction or benefit if results are hoped for, and
they should not be forgotten at any stage of the planning. We have
already considered them in the choice of subject matter, the form and
quantity of the material, and its arrangement. Now, having equipment
and plans ready, what shall be done with the visitors when they arrive
at the train?
Public-domain text, read in full here on John Shaqi.
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