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Chicago Field Museum. Patrick Olchawa, Morgan Rudy, Erica Burgos, Kristin Frost, David Dieschbourg , Kevin Snauko. The Field Museum:. An educational institution concerned with diversity and relationships in nature.
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Chicago Field Museum Patrick 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 afterlargest donor “Marshall Field” • Over 20 million specimens in all • Has the world’s largest and most complete Tyrannosaurus Rex fossil skeleton (Sue)
Product Features • The Field Museum boasts the largest and most complete fossilized skeletonof 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
Ads • “No Need for Those Here!” • Sue: The world’s largestand 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!
Conclusion • New Target Audience • New Innovative Types of Advertising • Create Awareness for The Field Museum