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Repositioning NYSCI’s Membership Program

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Average Member

• Family with Mom as Decision Maker

• 56% have Bachelor’s degrees

• 24% have HH Income > $100K

• 90% Join for Value

• 87% Very Satisfied with NYSCI

• Three visits a year

• Ages of Children

>Pre-K: 70%

>7-12: 50%

>13+: 16%

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Membership Count History2003 - 2010

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Membership Count HistorySept 2006 – December 2010

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Old Sales Pitch

• Emphasized Price

• Reinforced concept of NYSCI as a good value

• Not enough differentiation between levels

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New Sales Pitch

• Emphasizes Benefits of Membership

• Reinforces concept of NYSCI as a quality family outing

• More differentiation between levels

• Willing to pay more for a higher perceived value

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New Strategy:More Differentiated Levels • Pass level

>“The best value”

>NYSCI General Admission only

>ASTC reciprocal

• Premium level

>“The most experiences”

>General Admission plus free parking and free Playground

>Discounts on NYSCI programs

>New benefit: ACM reciprocal

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Results

• 90% of members choose Premium

• Average price per transaction is up

• Members registering for educational programs are choosing higher levels

• Members are happy

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