Academy Journal Volume 58 - Page 38

the academy journal Media & Marketing Coverage Social media platforms such as Facebook and the Estate’s recently launched profile on Instagram continue to be a dynamic source of outreach. The Cairnwood Facebook page is trending favorably with 4,368 “likes” and 899 new followers this past calendar year. The Cairnwood website, along with social media, have been used as the primary marketing av- enues for the Special Events and have increased net income by reducing print and postage costs. “sister” tree for the PERT, which is located in front of their Visitor’s Center. Although Sourwoods tend to be difficult to establish, it is doing well. David is pleased with the handsome marker and maintains interest in Cairnwood’s progress with planting and tagging trees on the property. The Cairnwood Historic Tree Walk continues to be a focal point of the landscape restoration effort. Ongoing plans include a prioritized list of trees to plant each year as funds allow. Tags for 18 trees and woody shrubs were installed around the Cairnwood grounds during the Summer of 2016. A Sugar Maple was planted in November along Huntingdon Pike in a location close to where the original plans called for a variety of maple trees. A collection of “Cairnwood Hats” were donated to the Estate by Pitcairn family descendant Joan Pendleton Lynch. Joan has generously donated ad- ditional funds to provide the resources to evaluate, store, and exhibit the collection in the Cairnwood sewing room and during future Christmastime exhibitions. In January 2017, Jennifer Nieling, a graduate of the Fashion Institute of Technology with working experience in costume and textile collections in the region, including the Philadel- phia Museum of Art and Drexel University, evalu- ated the collection and created catalog entries for each of the hats including recommendations for storage and conservation. A few of the oldest hats are candidates for further conservation should we desire to include them in a future exhibition. WHYY invited their members to attend a spe- cial tea event at Cairnwood. The event included a sneak peek viewing of the new PBS Masterpiece series Victoria and self-guided tours of Cairnwood and Glencairn. The partnership with WHYY in- cluded a special rental rate for use of the venue in exchange for television and radio marketing expo- sure. A promotional commercial showcasing the event and images of Cairnwood was televised on WHYY during the first two weeks of December 2016 along with radio reads. WHYY also listed the event on their website (225,000 active views each month), included it in their E-Newsletter (30,000 subscribers), and posted information on their so- cial media platforms (47,000 followers on Face- book and Twitter). Cairnwood was featured in two 2017 Fall/Win- ter edition wedding publications. The Knot Wed- dings Magazine included a reception at Cairn- wood in their “real weddings” section which hit stands on Memorial Day weekend. Cairnwood was also selected as a primary photo shoot loca- tion by Philadelphia Weddings Magazine. Images from this shoot were on the cover of Philadelphia Weddings Magazine along with a 12-page spread featuring striking bridal silhouettes. Cairnwood continued to engage prospective rental clients through online marketing includ- ing:,, mywedding. com, and The Estate was in- cluded in a Venue Report Blog article as one of the 25 Wedding Venues In Pennsylvania To Put On Your Radar. Other sites that were listed included the Phipps Conservatory and Botanical Gardens in Pittsburgh, Reading Art Works, and the Horti- culture Center in Fairmount Park. The Barnyard to Beaux Arts fundraising event provided an opportunity to revive interest in the farming aspects of Cairnwood’s history, an area deserving of more research in the future. Drawing on an exhibit presented by archivist Greg Jackson in 2008 for the Bryn Athyn His- toric District National Historic Landmark Celebra- tion, the Barnyard to Beaux Arts event included a small exhibition in the Carriage House high- lighting photos, ledgers, and records from the John and Gertrude Pitcairn Papers Collection that are housed in the Glencairn Museum Ar- chives. During the event, patrons had the op- portunity to visit the popular Cairnwood Dairy wagon and learn from visuals and label copy about the farm operation. Materials created for this event will enhance the interpretation of the Cairnwood Farm in the future. 38