big creative idea revitalizes small science museum
TRANSCRIPT
How A Big Idea Revitalized Paid
Visitations To A Small Science Museum.
Case Study #1:
Despite big investments in world-class exhibits, programs and live animal habitats, paid attendance
was in a 15-month slump and dropping fast.
Situation
Database analysis allowed us to ID the Museum’s most valuable members and visitors. Through third-party market data, we
geographically pinpointed prospects just like them within a 30-mile radius of the Museum. Qualitative and quantitative research
revealed a key insight:
Parents described the “Holy Grail” of family activities as one that combines learning and fun.
To be successful, we needed to powerfully bridge the gap
between what parents want and what the Museum delivers which, wonderfully, is the same thing.
Outsmart
.We repositioned the Museum as:
“A perpetual curiosity machine that sows the seeds of lifelong learning.”
Based on this new positioning we created an impossible to ignore integrated campaign to remind families why
learning and fun go hand in hand at the Museum.
Outdo
To Pay Off The New Positioning, We Wrote A Nifty New Tagline:
Scope Of Work Delivered
Consumer Research | Data Analytics | Brand Workshop | Print | Radio | Outdoor | Online
Banners | Guerrilla | Direct Mail | POS
Outdoor
Outdoor
Outdoor
Outdoor
IF YOU WERE A FLEA, YOU COULD JUMP THE LENGTH OF A FOOTBALL FIED.
Van Wrap
A MEGALODON COULD CRUSH THIS VAN WITH ONE BITE.
Interactive Banner
IF YOU WERE A CHAMELEON, YOUR TONGUE WOULD BE TWICE YOUR HEIGHT.
Online Banner
IF YOU WERE A CRICKET, YOU’D HAVER EARS ON YOUR LEGS.
IF YOU WERE A FLEA, YOU JUMP FARTHER THAN 130 TIMES YOUR HEIGHT.
IFYOUWEREARHINOCEROSBEETLE,YOUCOULDLIFTTHREEELEPHANTSABOVEYOURHEAD.
DOGS PREFER TO POOP WHILE ALIGNED WITH THE EARTH’S NORTH-SOUTH AXIS – SOMETHING TO REMEMBER WHEN YOU’RE LOST.
IF YOU WERE A COCKROACH, YOU COULD RUN 136 MPH.
SHARKS ARE ATTRACTED TO STRONG SMELLS.
Mobile
Weather-triggered mobile notifications suggesting a visit to the Museum’s 84-acre outdoor park on sunny and their huge indoor exhibits on rainy ones.
Guerrilla
Elevator sticker promoting daily reptile feedings at the Museum.
Guerrilla
WHAT WOULD HAPPEN IF A PENNY FELL FROM A PLANE CRUISING AT 30,000 FEET?
Guerrilla
A TORNADO’S 300 MPH WINDS CAN ACTUALLY DO THIS.
Guerrilla
A TORNADO’S 300 MPH WINDS CAN ACTUALLY DO THIS.
Outlast
After 15 months of declining visitors and paid attendance, Immortology’s integrated campaign:
• Reversed paid attendance losses in first 4 months • Sold out both summer camps for the first time • Returned $3 for every $1 spent • Exceeded paid attendance goals 3 years in a row
To see more legendary case studies, visit: ImmortologyUSA.com