chicago field museum patrick olchawa, morgan rudy, erica burgos, kristin frost, david dieschbourg,...
TRANSCRIPT
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 Analysis
Strengths•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