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					BT10/03/kw TT3823   1
  Six Tribune business units will unite to
execute an innovative campaign to increase
 attendance at the Museum of Science and
Industry and its Film Exhibit and establish
additional awareness among qualified and
       motivated consumer targets.




                                              BT10/03/kw TT3823   2
               There Is Definitely Room for Growth for
               the Museum of Science and Industry
                                                                     2002 Attendance Change From 2001

                                                                                                  7.7% Air & Water Show

                                                                                           2.9%         Navy Pier

                                                                                           2.7%         Museum of Science and Industry

                                                                                         1.7%           Shedd Aquarium

                                                                                 -0.7%                  Chicago Children’s Museum

                                                             -5.0%                                      Brookfield Zoo

                                                      -6.3%                                             Taste of Chicago

                                              -8.1%                                                     Field Museum

           -14.7%                                                                                       Art Institute



Source:   Crain’s Chicago Business ―Largest Tourist Attractions‖ Feb. 24, 2003                                                  BT10/03/kw TT3823   3
               Value of the Opportunity


                                        Peer visitors who did not attend
                                        Museum of Science and Industry                                                  3,949,062

                                        Assumed potential conversion rate                                                  2%

                                        Potential customers                                                              78,981

                                        Assumed revenue* per customer                                                     $40

                                        Museum of Science and Industry potential gain: $3,159,240

                                                               This would result in a 4.5%
                                                                 increase in attendance

Note:     Revenue assumption based on admission for family of four at $24.50 and spending at $15.50
          Museum of Science and Industry’s peer group is defined as art museums, science museums and
          attractions (e.g., Morton Arboretum), family entertainment attracts (e.g., circus), and children’s museums.
Base:     5,705,915 Adults who attended a peer attraction in the past 12 months
Source:   2002 Gallup Poll of Media Usage & Consumer Behavior – Chicago Market                                                      BT10/03/kw TT3823   4
Campaign Goals
Campaign Goals

•   Brand the Museum of Science and Industry as an interactive, engaging
    museum that will meet family entertainment needs

•   Ignite awareness throughout the year that Museum of Science and Industry
    can inspire the inventive genius in everyone

•   Announce the opening of the new film exhibit and keep it top-of-mind during
    the second half of the year

•   Create the opportunity for potential attendees to see Museum of Science and
    Industry and its film exhibit as a new unique option for family entertainment




                                                                                  BT10/03/kw TT3823   6
Concept

In addition to reaching consumers through a strong targeted media
campaign, Tribune will reach potential candidates in their lifestyle to
reinforce the campaign messaging

 •   Implement an impactful media campaign throughout the Tribune
     Chicago Network

 •   Shine a spotlight on Museum of Science and Industry at Chicagoland
     movie theaters

 •   Maximize exposure at film and community events

 •   Integrate into Wrigley Field and the Chicago Cubs




                                                                          BT10/03/kw TT3823   7
Maximize Exposure




                    • Outdoor Film Events
                    • Kane County Cougars
                    • Printers Row Book Fair
                      and Other Festivals
                    • Chicago Cubs
                    • Theater Tie-in



                                       BT10/03/kw TT3823   8
     Shining a Spotlight on the
Museum of Science and Industry
Chicago Tribune

Branding Campaign
• 26x schedule in Sunday section, RedEye and Hoy
• 12x schedule in Friday section
• Chicago Tribune Magazine and Lights Festival Special Section


Film Exhibit Overlay Campaign
• 1 Sunday Topper – TribCard movie poster
• 1 Daily Trib Bag




                                                                 BT10/03/kw TT3823   10
Tribune Interactive

Branding Campaign
Impression based ad unit schedule January–December 2004                           • Added Value
 • Extend Museum of Science and Industry’s reach on metromix.com’s home
   page and museum channel                                                        • Enhanced
 • Reach an unduplicated audience with chicagotribune.com leisure features          metromix.com listing
 • Utilize premium advertising units created in the form of cubes, skyscrapers,     with website link and
   floating ads/ rich media and leader board positions                              photo

                                                                                  • 200,000
Film Exhibit Overlay Campaign                                                       metromix.com ROS
Impression based ad unit schedule May–December 2004                                 impressions
 • Targeted and premium exposure within the movie channel of metromix.com
 • Reach consumers at their passion point of reading reviews, looking for         • Network pricing
   movie information and viewing trailers


Solo Admail
 • Total of 200,000 in distribution proposed to Museum of Science and Industry
   for 2004 admail
 • Distributed to a female audience age 30+ within Chicago DMA



                                                                                                      BT10/03/kw TT3823   11
WGN Radio

Branding Campaign                                   Added Value
Live-read commercials will shine an entertainment   Kathy & Judy Convention                        2004
spotlight on the Museum of Science and Industry     “MOVIES” Theme
all year long with weekly exposure on:              February 13–14, 2004
                                                     • 1,200 upscale women
 • ―Entertainment Update‖
                                                     • 10 x 10 ft. booth in sponsor exhibit
 • ―Movie Reviews‖
                                                     • Museum of Science and Industry
 • ―Movie Reviews and Celebrity Interviews‖
                                                         logo in all signage from event
                                                     • Museum of Science and Industry name mention in
Maintain presence across prime day parts with           33 promotional commercials
five weekly live read spots for the year
                                                    On-Air Giveaways
                                                     • Giveaway 3 family four-packs per week from May
                                                        through December 2004
                                                     • Shows include Kathy & Judy, Steve Cochran, Steve
                                                        Bertrand and Dean Richards
                                                     • Recognition and on-air mention for Museum of
                                                        Science and Industry with every giveaway
                                                    Online Advertising
                                                     • Banner ad on wgnradio.com for the entire
                                                        52-week campaign in 2004, which will remain in
                                                        rotation on WGN Radio’s prime home page all year
                                                     • Production for no additional cost

                                                                                               BT10/03/kw TT3823   12
WGN-TV

Branding Campaign
Morning News
 • Impact reach with one 15 second spot every weekday in the Morning News

 • Great environment with local Chicagoland news and event coverage
 • Fixed Positioning in the 6 am to 7 am hour
 • Museum of Science and Industry visual on-screen with a 15 second audio commercial
 • Ability to change creative throughout the campaign
 • Reach moms as they get ready for work or as they are sending the kids off to school!



Added Value
 • Extend the reach to the late fringe area—after the kids are in bed—with a total of 52
   15 second rotator commercials




                                                                                           BT10/03/kw TT3823   13
CLTV

Branding Campaign
• Fourteen 10 second commercials to run in Traffic
• Seven 10 second commercials to run in Around Chicagoland
• Commercials done as live reads


Film Exhibit Overlay Campaign
• One 10 second spot per week Fridays from 6-9p during Michael Wilmington’s
  Movie Review


Added Value
• CLTV will include the Museum of Science and Industry in our booth at a
  minimum of three city and suburban summer festivals




                                                                              BT10/03/kw TT3823   14
Lifestyle Marketing
Calls to “Action!”

This summer Chicagoans will discover the magic of movies as the Museum of
Science and Industry calls “Action!” and raises the curtain on their new film
exhibit. Chicago Tribune has assembled opportunities all over Chicagoland
that reach consumers at their “passion points” with a Museum of Science and
Industry call to action message



Opportunities Include:
 • Brand presence at Loews Chicagoland movie theatres
 • Targeted sampling opportunities at a variety of summer events
 • Sponsorship at the 2004 Printers Row Book Festival




                                                                          BT10/03/kw TT3823   16
Chicagoland Events

Make consumers aware of The Museum of Science and Industry and the new
film exhibit at every turn. Consumers who attend the following events will
receive a special gift from Museum of Science and Industry:
  •    Highland Park Art Festival – June 2004
  •    Evanston Fountain Square Art Festival – June 2004
  •    Taste of Chicago (3 days) – June 2004
  •    Elmfest – July 2004
  •    Schaumburg Flyers Baseball Game – July 2004
  •    Kane County Cougars Baseball Game – July 2004


Production and distribution of premium items, such as a branded, double-sided fan that
consumers can use to stay cool at the event. This will serve as signage for the Museum of
Science and Industry throughout the event!




                                                                                            BT10/03/kw TT3823   17
Printers Row Book Fair Sponsorship
Contributing Sponsorship of Printers Row Book Fair
June 5 & 6, 2004 – Historic Printers Row Neighborhood


                             Printers Row Book Fair:
                             A fabulous place to reach movie aficionados!
                                • Founded in 1985, The Printers Row Book Fair has grown
                                  to be the largest free outdoor literary event in the Midwest
                                • 190+ booksellers from across the country display new,
                                  used, antiquarian books
                                • Seven stages and more than 90 free literary programs
                                  entertain attendees
                                • More than 75,000 booklovers attend the two-day showcase




                                                                                      BT10/03/kw TT3823   18
Printers Row Book Fair

On-Site
 • 10 x10 ft. booth space to house popcorn machine and promote
   film exhibit and promote membership sales
 • Opportunity for event on performance stage
 • Opportunity for movie screening event inside one of the venues


Advertising
 • Full (tab) page B/W ad in 2004 Chicago Tribune Printers Row
   Special Section – Sunday, May 30, 2004
 • Logo on Printers Row Book Fair home page for nine months
 • Link to Museum of Science and Industry’s website for nine months




                                                                      BT10/03/kw TT3823   19
Chicago Cubs

“Reeling in the Fun” at Wrigley Field
• Exposure at all 81 regular-season home games on the center field message board

• Between designated innings, three film reels will appear on the center field
  scoreboard. The game will start with the rotation of the three reels. After a period of
  time, the windows will stop rotating, one by one, from left to right

• The person sitting in specified seat location will win two free passes to the museum,
  compliments of the Museum of Science and Industry




                                                                                            BT10/03/kw TT3823   20
Chicago Cubs

Wrigley Field’s Famous Marquee
• Feature Museum of Science and Industry for one full year
• 24 hours per day – approximately 100 showings per day
• Brand Museum of Science and Industry or announce special exhibits
  or incentives



“Kidding Around” Scorecard
• Reach kids and create the family image
• Exposure on a full-page, four-color ad on the back of the 2004 Kidding
  Around Scorecard
• Distributed to children free-of-charge throughout the season
• There will also be a special designed maze included in the card,
  where the Cub player finds his way to the Museum of Science
  and Industry!


                                                                           BT10/03/kw TT3823   21
Chicago Cubs

Kids Promotion Item
• One day of the 2004 season, the Museum of Science and Industry will welcome kids to
  Wrigley Field

• The first specified amount of kids through the gates will receive an item and a
  commemorative card prominently displaying the Museum of Science and Industry logo

• Museum of Science and Industry featured on the back of the card

• Inclusion in media campaign supporting this event



Merchandising
• Pre-game party for 107 guests, including tickets to the game
• Ceremonial first pitch to be thrown out by by a representative of the Museum of Science
  and Industry
• Four (4) Field Box tickets to 40 games




                                                                                            BT10/03/kw TT3823   22
2004 Partnership Summary

• Tribune has developed a campaign to specifically deliver the best targets for the
  Museum of Science and Industry’s overall branding and film exhibit

• Museum of Science and Industry stands to increase enrollment by $3.1 million
  in revenue by converting 2% of the target audience

• The impact of this campaign will be compounded as Museum of Science and
  Industry will be branded as as a premier venue for entertainment needs

• Creative tie-ins with movie theaters and other promotions are sure to help
  increase the campaign’s impact

• The commitment to this partnership will provide unique opportunities and
  extensive value for the Museum of Science and Industry throughout the
  campaign




                                                                                  BT10/03/kw TT3823   23
Appendix
Weekly WGN Radio Schedule

                     Museum of Science and Industry
                       Targeted Weekly Schedule
 Day        Time            Programming                                 Live Reads
 M–F        5a–10a          Spike O’Dell / Kathy & Judy                     2

 M–F        10a–3p          Kathy & Judy / Steve Cochran                    2

 M–F        3p–8p           John Williams / Sports                          1

 Friday     8:40a           ―Entertainment Update‖ with Dean Richards       1
                            during Spike O’Dell Show

 Saturday   9:30a           ―Movie Reviews‖ with Nick Digilio               1
                            during Steve Bertrand Show

 Sunday     11:30a          ―Movie Reviews and Celebrity Interviews‖        1
                            during Dean Richards Show




                                                                                 BT10/03/kw TT3823   25
Chicago Cubs

Wrigley Field’s Famous Marquee
• The Wrigley Field Marquee is the trademark of ―The Friendly Confines‖ and is the most
  celebrated sign in baseball. The marquee is located on the corner of Clark and Addison and is
  highly visible to all pedestrians and motorists who pass by the ballpark every day. What better
  place to highlight this new exhibit than with the sign Chicagoans recognize more than any
  other.

• The new exhibit will be featured on the Wrigley Field Marquee for one year. Your message will
  run 24-hours a day (approximately 100 times a day) and can be changed regularly to highlight
  seasonal campaigns.




                                                                                              BT10/03/kw TT3823   26
Chicago Cubs

“Kidding Around” Scorecard
• As a way to reach kids and create the family image, the Museum of Science and Industry will
  receive a full-page, four-color ad on the back of the 2004 Kidding Around Scorecard, an
  activity scorecard designed for children to enjoy during the game.

• This publication, which is distributed upon request to children free-of-charge throughout the
  season, features cubs baseball-related trivia questions, mazes, word searches, coloring
  pages, etc.

• There will also be a special designed maze included in the card, where the Cub player
  finds his way to the Museum!




                                                                                                  BT10/03/kw TT3823   27
Chicago Cubs

Kids Promotion Item
• On a date to be determined in 2004, the Museum of Science and Industry will present a kids
  promotion item at Wrigley Field. On this day, the first specified amount of kids through the
  gates will receive this item and a commemorative card prominently displaying the Museum
  of Science and Industry logo on it.

• In addition, on the back of each card, the Museum of Science and Industry will be able to
  advertise or run a promotion to show the new exhibit at the Museum (to be determined by
  the Museum of Science and Industry with prior approval from the Chicago Cubs).




                                                                                              BT10/03/kw TT3823   28

				
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