Krohn Convervatory


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The Butterfly Show at Krohn Conservatory has averaged about 50,000 visitors over a six-week show period since 1995. The teetering economy any many competing events around Cincinnati during the same time frame as the Butterfly Show caused concern that attendance would be flat or fall in 2009. In addition, Cincinnati Parks could not increase marketing spending to support the event with paid media, despite the addition of expanded after-hours events. More creative thinking was required to drive successful attendance figures.

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Krohn Convervatory

  1. 1. Word-of-Mouth Marketing CAMPAIGN RESULTS <ul><li>WOM GOALS: </li></ul><ul><ul><li>High Attendance: exceed previous years </li></ul></ul><ul><ul><li>Media Attention: receive more coverage using additional opportunities </li></ul></ul><ul><ul><li>Informed Consumers: satisfied, educated & eager to return next year </li></ul></ul><ul><ul><li>Drive Conversations: give people topics and tools to spread the word at no cost </li></ul></ul>Krohn Conservatory International Butterfly Show Eden Park, Cincinnati, Ohio April 18 – June 21, 2009
  2. 2. WOM Marketing Campaign <ul><li>WOM STRATEGY: </li></ul><ul><ul><li>TALKERS </li></ul></ul><ul><ul><ul><li>Connect with community leaders & stakeholders </li></ul></ul></ul><ul><ul><ul><li>Grow & educate volunteer teams & show committee members </li></ul></ul></ul><ul><ul><li>TOPICS </li></ul></ul><ul><ul><ul><li>Collaborate with neighborhood affiliates to expand events </li></ul></ul></ul><ul><ul><ul><li>Create special activities, occasions & cultural show displays </li></ul></ul></ul><ul><ul><li>TOOLS </li></ul></ul><ul><ul><ul><li>Provide talkers with easy ways to share alluring marketing materials </li></ul></ul></ul><ul><ul><ul><li>Expand marketing opportunities with more outreach vehicles </li></ul></ul></ul><ul><ul><li>TAKING PART </li></ul></ul><ul><ul><ul><li>Provide a “voice” for Butterfly Show </li></ul></ul></ul><ul><ul><ul><li>Generate daily communications with consumers & media </li></ul></ul></ul>
  3. 3. WOM Marketing Campaign <ul><li>STRATEGY #1: Talkers </li></ul><ul><ul><li>Connect with community leaders & stakeholders. </li></ul></ul><ul><ul><ul><li>Information conveyed through city employee newsletter announcements. </li></ul></ul></ul><ul><ul><ul><li>Included city officials in Opening Gala event and other ceremonial celebrations. </li></ul></ul></ul><ul><ul><ul><li>Provided WOM Marketing Kits to Advisory Councils, Foundation Members, Women's Committee & other various groups of friends and Parks advocates. </li></ul></ul></ul><ul><ul><ul><li>Community outreach program provided opportunity for groups to use comp tickets as giveaway incentives. </li></ul></ul></ul>RESULT: Reached and educated our biggest support groups. CRP Woman’s Hat’s Off Luncheon: 500 members Advisory Council Groups, Foundation Members, Friends of Krohn: Over 2,000 members WOM Marketing Kits: Tell a friend about the show
  4. 4. WOM Marketing Campaign <ul><li>STRATEGY #1: Talkers </li></ul><ul><ul><li>Grow volunteer teams & educate show committee members. </li></ul></ul><ul><ul><ul><li>Kickoff Event WOM Presentation: “please talk up the show” </li></ul></ul></ul><ul><ul><ul><li>Using our email marketing tools to communicate with previous, current and new committee members. Information was provided about training, work schedules, and marketing materials dissemination. </li></ul></ul></ul>RESULT: Built a stronger team of Krohn Support Talkers. EMAIL SUBJECT LINE : Tell a friend about the show. Over 500 Volunteers From age 9-90 Volunteer Hours Increased from 6,000 to 9,000 2008 2009 Volunteer Groups consist of schools, corporations, churches, sponsors
  5. 5. WOM Marketing Campaign <ul><li>STRATEGY #2: Topics </li></ul><ul><ul><li>Collaborate with neighborhood affiliates to expand event. </li></ul></ul><ul><ul><ul><li>Executed events throughout Eden Park with Art Museum, ArtWorks, Metro, and Art Academy to provide opportunities for visitors to expand their cultural experience. </li></ul></ul></ul>RESULT: Increased community awareness to drive conversations. Media Outlets provided coverage before and after many cultural events.
  6. 6. WOM Marketing Campaign <ul><li>STRATEGY #2: Topics </li></ul><ul><ul><li>Collaborate with neighborhood affiliates to expand event. </li></ul></ul><ul><ul><ul><li>Super-sized butterfly sculptures, created by students at the Art Academy of Cincinnati made their home in prominent greenspace areas. </li></ul></ul></ul><ul><ul><ul><li>These creations were designed to draw local art and nature lovers to the real creatures residing at Krohn Conservatory. </li></ul></ul></ul>RESULT: Increased community awareness to drive conversations.
  7. 7. WOM Marketing Campaign <ul><li>STRATEGY #2: Topics </li></ul><ul><ul><li>Create special activities, occasions & show displays. </li></ul></ul><ul><ul><ul><li>Sponsors Metro and Gardens With Wings provided related displays and event connection to downtown. </li></ul></ul></ul>RESULT: Increased community awareness to drive conversation.
  8. 8. WOM Marketing Campaign <ul><li>STRATEGY #2: Topics </li></ul><ul><ul><li>Create special activities, occasions & show displays. </li></ul></ul><ul><ul><ul><li>Weekend Cultural Experiences & India Artifacts. </li></ul></ul></ul>RESULT: Made a bigger and better show than ever before.
  9. 9. WOM Marketing Campaign <ul><li>STRATEGY #2: Topics </li></ul><ul><ul><li>Create special activities, occasions & show displays. </li></ul></ul><ul><ul><ul><li>After Hours Events : “New” YP Focus Event: Happy Hour with Butterflies scheduled for seven Wednesday evenings created over 300 event talkers. </li></ul></ul></ul>RESULT: Made a bigger and better show than ever before.
  10. 10. WOM Marketing Campaign <ul><li>STRATEGY #2: Topics </li></ul><ul><ul><li>Create special activities, occasions & show displays. </li></ul></ul><ul><ul><ul><li>After Hours Events : Photo Nights and Breakfast with Butterflies. </li></ul></ul></ul><ul><ul><ul><li>Attendance of all after hours events nearly doubled to 3,600. </li></ul></ul></ul>RESULT: Made a bigger and better show than ever before.
  11. 11. WOM Marketing Campaign <ul><li>STRATEGY #3: Visual Tools </li></ul><ul><ul><li>Produce alluring marketing materials to help people talk. </li></ul></ul><ul><ul><ul><li>More than 360,000 pieces reached Cincinnatians </li></ul></ul></ul><ul><ul><ul><li>Oversized posters & street banners hung onsite and throughout Eden Park </li></ul></ul></ul><ul><ul><ul><li>Fountain Square LED Board advertisement and 30 second commercial </li></ul></ul></ul><ul><ul><ul><li>Billboards along highways I-75 & I-71 </li></ul></ul></ul><ul><ul><ul><li>Esquire & Mariemont Theater presented pre-show ad </li></ul></ul></ul><ul><ul><ul><li>Restaurant Table Tent including event schedule </li></ul></ul></ul><ul><ul><ul><li>Window posters, brochures, coupon flyers & comp tickets </li></ul></ul></ul>RESULT: Created awareness “everywhere”.
  12. 12. Street Banner qty: 17 Event Schedule in Lobby Sponsor Banners qty: 20 Fountain Square LED Board Animated Ad
  13. 13. WOM Marketing Campaign <ul><li>STRATEGY #3: Interactive Tools </li></ul><ul><ul><li>Expand marketing opportunities with more outreach vehicles. </li></ul></ul><ul><ul><ul><li>Home Page Roadblock Ad : </li></ul></ul></ul><ul><ul><ul><li>Social Media Marketing : Facebook & Twitter communications </li></ul></ul></ul><ul><ul><ul><li>Web Banner Ad with downloadable $1 coupon files : Cincinnati Magazine </li></ul></ul></ul><ul><ul><ul><li>Enhanced Email Marketing : event communications </li></ul></ul></ul><ul><ul><ul><li>TV Commercial : presented via Time Warner Cable </li></ul></ul></ul><ul><ul><ul><li>Print & E-news Ad w/Coupon : Cincinnati Enquirer, Cincinnati Magazine, UC Grad News, Hindu News, Cincinnati Family Magazine, Cincinnati Women’s Magazine </li></ul></ul></ul><ul><ul><ul><li>Travel & Event Website Calendars : (over 25 sites) </li></ul></ul></ul><ul><ul><ul><li>On-Air Radio Giveaway Programs : Plant Talk Radio, WARM98 & WGRR </li></ul></ul></ul>RESULT: Higher media impressions.
  14. 14. WOM Marketing Campaign <ul><li>STRATEGY # 4: Taking Part through Email Marketing </li></ul><ul><ul><li>Daily communications with stakeholders, media & consumers. </li></ul></ul><ul><ul><ul><li>Email, phone and fax: with TV, Radio and Print Media Outlets </li></ul></ul></ul><ul><ul><ul><li>Creation of Media Materials: including logos, photography, press releases </li></ul></ul></ul><ul><ul><ul><li>Audience Driven Content Specific Emails include: </li></ul></ul></ul><ul><ul><ul><ul><li>Special Events : photo nights, happy hours, cultural weekend experiences, breakfast with butterflies </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Volunteers : orientation training, service opportunities, street team assistance/WOM marketing kit dissemination and tell a friend </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Teachers : online group registrations </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Media : event information, calendar listing, success stories, photo opportunities, media day exclusives and fundraisers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Admission Pins : online pin sales via web </li></ul></ul></ul></ul><ul><ul><ul><li>Emails include: invite to join Facebook, easy Forward to a Friend email function & visit the Butterfly Show website. </li></ul></ul></ul>RESULT: 76,116 emails delivered over six month campaign 16,783 emails opened EQUALS 22.5% Open Rate
  15. 15. Conversations Created <ul><li>WOM efforts reached every corner of supporters and fans all across the tri-state. </li></ul><ul><li>We estimate that WOM created over 800,000 personal conversations. </li></ul><ul><ul><li>16,783 email openers </li></ul></ul><ul><ul><li>44,012 Butterfly Show website visitors </li></ul></ul><ul><ul><li>75,454 Parks-Krohn page website visitors </li></ul></ul><ul><ul><li>84,304 show attendees </li></ul></ul><ul><ul><li>104 committee members </li></ul></ul><ul><ul><li>1,283 online social media interactors </li></ul></ul><ul><ul><li>2,600 friends, city, donors, board & staff members </li></ul></ul><ul><ul><li>224,539 interactions </li></ul></ul>
  16. 16. Attendance Comparison <ul><li>54,800 average show attendance </li></ul><ul><li>63% higher than average </li></ul><ul><li>7% higher than last year </li></ul><ul><li>13% higher income generated </li></ul>