chicago field museum

CHICAGO FIELD MUSEUMPatrick Olchawa, Morgan Rudy, Erica Burgos, Kristin Frost, David Dieschbourg, Kevin Snauko

The Field Museum: An educational institution concerned

with diversity and relationships in nature.

Provides collection-based research and learning for greater public understanding and appreciation of the world in which we live.

An institution that uses its research and public learning programs to serve and educate people of all ages.

Situation Analysis Introduced on Sept. 16, 1893 as

“Columbian Museum of Chicago” Museum later renamed after largest

donor“Marshall Field”

Over 20 million specimens in all Has the world’s largest and most

complete Tyrannosaurus Rex fossil skeleton (Sue)

S.W.O.T AnalysisStrengths•History with Chicago•Great location and beautiful architecture•Educational atmosphere•Variety of exhibits

Weaknesses•Not as “fun” as other museums•Price of admission•Lack of interactive exhibits

Opportunities•More interactive exhibits•Team up with local businesses•Re-vamp website

Threats•Other local museums•Economy

Product Features The Field Museum boasts the largest and

most complete fossilized skeleton of a T-Rex (Sue)

Over 20 million preserved specimens Temporary exhibits circulate throughout

the year Wide variety of online exhibits

Key Advertising Objectives Reinvigorate current image Expand target audience Make it the premier museum in Chicago

Target Audience Suburban Families Chicago Families More specifically affluent communities Age groups 30-40 Schools/Teachers

Message Strategy The Big Idea: Reinvent the Field

Museum’s reputation Encourage visitors to “Reconnect with

History” “Never Stop Exploring” “Keep Exploring”

Increase attendance, particularly among families

Campaign Strategies Create awareness for Chicago Field

Museum. Use a 3 season advertising plan

Spring, Summer and Fall consistent advertising

Different media outlet for each season

Message Strategy Main Advertising Outlets

CTA buses, trains, and stations Outdoor advertising Direct mailers Sports sponsorships/partnerships Magazine/newspapers

Budget Allocation

30%

20%

5%5%

5%

15%

10%

10%

CTA, PACE, METRA, Segways Newspapers,Magazines

Radio Sports Partnerships

Direct Mail Misc.

Footprints TV

Ads “No Need for

Those Here!” Sue: The world’s

largest and most complete skeleton of a T-Rex

Ads “Never Stop

Exploring” Come spend a

night at The Field Museum and let your dreams run wild!

Ads (Commercial)

Ads (CTA Train)

Ads (CTA Buses/Trains & Stations)

Conclusion New Target Audience New Innovative Types of Advertising Create Awareness for The Field Museum