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Sciencenter Media PlanMelinda Baublitz Isabel Balla Margaret Benoit Helena Murphy
Situation Analysis• Yearly visitation of 100,000• Social stigma against science• Mini Golf Course, Summer 2014
Current Media Emails Newsletters Print ads WOM Brochures
Customer Profile
• Mothers with younger families• Mid-late 30s• Higher education level• “Mommy groups”
Target Audience
Early Explorers0-5 Yrs
Young Scientists5-11 Yrs
Future Science Leaders 11-14 Yrs
&Moms age 35-49
Problems• Declining Membership Renewal• Tweens & teenagers not interested in Sciencenter• Little to no Advertising
Opportunities• Empowering Youth through Science• Growth Markets• New Mini Golf Attraction• Mommy Bloggers• MAP Program• Consumer Engagement• Tourists
Marketing ObjectivesIncrease visitation by 20% within
one year
Increase engagement with existing membership by 10%
within one year
1. Promote New Mini Golf2. Build awareness of MAP Program & Educational
Pipeline3. Reach growth market in Elmira/Corning
1. Persuade Renewal of Memberships
Mini GolfTarget Audience: Tweens & Teens in Tompkins County
Media ChoicesFacebook
Hits Radio
Target Audience: Moms & young families in Tompkins County
Media ChoicesCable Radio
GoogleWeather.com (mobile)
Initiative Awareness
Target Audience: Moms & young families in Elmira/Corning Area
Media ChoicesWETM Broadcast
Mytwintiers.com Banner AdGoogle
Weather.com (mobile)
Growth Markets
Target Audience: Current Members
Media ChoicesDirect Mail
Membership Renewal
Flow Chart
Total: $129,992.33
Budget
Television: 41.1%Online/Mobile: 12.5%
Radio: 42.2%Direct Mail: 1.4%
Other: 2.8%
Sciencenter Media PlanMelinda Baublitz Isabel Balla Margaret Benoit Helena Murphy