AMERICAN MUSEUM NATURAL HISTORYOF

AMNH OVERVEIWFOUNDED IN 1869 AND LOCATED ON THE UPPER WEST SIDE OF

MANHATTAN IN NEW YORK

5 FLOORS, 25 INTERCONNECTED BUILDINGS AND HOUSING 46 EXHITION HALLS

SCIENTIFIC COLLECTIONS THAT SERVE AS A GUIDE TO THE ENTIRE PLANET AND PRESENT A PANORAMA OF THE WORLD’ S CULTURE

BEST KNOWN FOR ITS HABITAT DIORAMAS OF AFRICAN,ASIAN, AND NORTH AMERICAN MAMALS, FULL SIZE MODEL OF BLUE WHALE, 62 FOOT HAIDA CARVED AND PAINTED WAR CANOE, 31 TON PIECE OF CAPE YORK METORITE, AND THE STAR OF INDIA

REAL LIFE EXPERIENCE

COMPETITION

Meet Gisel Mother of two; daughters Chelsea & Christina, ages 4 & 8 Age 36Household Income: $40,000Resides in Brooklyn Interests/Lifestyle•Reading•Smartphone user •Stay at home mom •Bringing daughters to dance & art class•Active lifestyle •Early Adopter

AMNH can offer•Educational application for children•Recreational/educational activity •Exhibits based on interests

• The Butterfly Conservatory• Mystery at the Museum: An

Accomplice Adventure•Science and Nature program

• Innovative program, offering weekday classes during the school year, is designed to educate children ages 2 through 12 and their parents about the wonders of the Museum

•Foursquare discounts

Meet Peter Age 19 Resides in NYC Student at FordhamBaseball player Household Income: $80,000Interests/Lifestyle:•Sports•Electronic music •Mathematics •Enjoys hanging with friends and attending sporting events

What can AMNH offer? •Upgraded App •Foursquare check-in specials & prizes

• Get tips from friends• Half off exhibits • Alerts when an event of his

interest is coming soon •Exhibits

• Baseball as America • One Step Beyond with Chromeo

• Drinks and live DJ set with visual effects

Meet Jessica Age: 28 Artist/TeacherResides in Queens Household Income: $40,000Interests/Lifestyle •Exercising •Smartphone user•Painting/Drawing•Reading•Foodie•Activist

What AMNH has to offer:•Upgrade App

• Exhibit schedule• Tickets• News• Exploration tool

•Foursquare • Share tips with her friends • Upload pictures• Get discounts/prizes

•Exhibits • Body and Spirit: Tibetan Medical

Paintings • Annual IRIS Lecture • Rooftop Farming: The new

frontier

Meet Felix & MariaAge: 30Café owners Resides in Spain Household Income: 60,000 EuroInterests/Lifestyle•Traveling •Music •Latest technology •Independent Films

What AMNH has to offer?•A main tourist attraction in NYC•Foursquare

• Helps to make itinerary • Discounts• Tips for tourists

•App • East to navigate

museum• Rent iphone in museum• Exhibit schedule• Purchase tickets

•Standard museum exhibits•Special Exhibits

• From east to west on 155th street • Walking tour

• Lunchtime Spring bird walks

• Island beats: Festival of Oceania

• IMAX : journey to a prehistoric world

CONSUMER FEEDBACK

Pros Appreciative Enthusiastic Variety Excited

Cons Pricey Lacks interactive displays Lacks customer interaction Needs more recognition on the internet

GOAL

Increase brand loyalty and twitter followers by taking advantage of the foursquare application

MESSAGE

At The American Museum of Natural History there is something for everyone

FOURSQAURE DEMOGRAPHICS

Location-based social networking website based on software for mobile devices.

Allows users to bookmark information about venues that they want to visit and surfacing relevant suggestions about nearby venues

Over 8 mill ion users worldwide, adding around 35,000 new users each day

Over 2.5 mil l ion check-ins per day, with over half a bil l ion check-ins in 2010

Specials- mobile coupons, prizes, discounts

Foursquare Specials- Attract new customers• Newbie Special

Rewards users on the first time visiting a venue. • First time at The Museum Shop? Take 25% off any item

in the store!• First time at #AMNH? Tweet about it and rent an

iTouch with the AMNH app at no cost, to help you navigate around the museum!

• Friends Special Rewards groups of friends who come as a group to your business. Come with 4 friends and get 20% off admission to the Journey to the Stars exhibition!

• Swarm Special Rewards large numbers of foursquare users for visiting your business. If 20 foursquare users are here at once, get a free snack at Café on 4!

Mayor SpecialHelps encourage repeat visitors, and creates a fun game around frequenting the venue. The Mayor gets free admission to ANY exhibit ion!

Loyalty SpecialHelps encourage people to stay loyal to the business and keep them coming back. On your 5 t h t ime visit ing us, pick an item from the shop ($25-$50) and take it home for free!

Foursquare Specials - Reward loyal customers

Specials wil l not only be promoted on the Foursquare app, but also on the AMNH’s Twitter and Facebook page

Free Venue Stats Dashboard

Total daily check-ins over time

Most recent visitors

Most frequent visitors

Gender breakdown of customers

What time of day people check in

Portion of the venue’s foursquare check-ins that are broadcast to Twitter and Facebook

Allows you to optimize Specials overtime based on what drives sales

Staff page available that allows employees to interact directly with customers

New York is home to more than 12 mil l ion people and has over 35 mil l ion annual visitors & commuters

New York’s MTA Subway system has 26 interconnected routes, express l ines and multiple transfer locations. In 2008 average weekday subway ridership was 5.2 mil l ion, while the yearly r idership was 1.6 bi l l ion

NYC buses travel along 208 local routes and 36 express bus routes throughout the 5 boroughs

Exterior Bus advertising constitutes the ult imate mass-reach media

PAID ADVERTISING

SUBWAY & BUS EXTERIOR ADS

Subway $200 - $500/unit/month Minimum purchase of 30-200 advertisements 100 advertisements Approximate cost: $20,0000-$50,000 per month BLM offers free production- i.e., printing- and installation of

subway ad displays

Bus Exterior King, Queen or Tail (i.e., bus side or bus back) $150 -

$600/unit/month Minimum purchase of 25-100 bus advertisements 50 buses $7,500-$30,000 per month

PAID ADVERTISING

RATES- BLUE LINE MEDIA

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