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Launching & Sustaining the New Academy—
The Challenge of Reinvention




Presented to the Northern California MENG Chapter...
The 4th R: The Challenge of Reinvention




2
Where we started




3
How did Reinvention begin?




                +Market Research
                +Guest Experience
                   Initi...
What were we up against?




1. Time
2.
2 Resources
3. Expectations    +Market Research
                   +Guest Experien...
What is Possible




                   +Market Research
                   +Guest Experience
                      Initia...
So, who are we?




                  +Market Research
                  +Guest Experience
                     Initiative...
+Market Research
            +Guest Experience
               Initiatives
                             +Events
           ...
+Market Research
                    +Guest Experience
                       Initiatives
                                ...
+Market Research
           +Guest Experience
              Initiatives
                            +Events
              ...
+Market Research
            +Guest Experience
               Initiatives
                             +Events
           ...
Education




             +Market Research
             +Guest Experience
                Initiatives




               ...
What does that mouthful boil down to?




                      +Market Research
                      +Guest Experience
 ...
Reinvention: Biggest Challenges



             1853               21st Century
            Local               National
 ...
How did we tackle them?


1. Stay true to who we are
2. Consumer focus
3.
3 Combine the tried & true with the unexpected
 ...
1. Mission Driven




                    +Market Research
                    +Guest Experience
                       In...
2. Customer Focus – It’s about you. Not us!




                 +Market Research
                 +Guest Experience
     ...
3. Expected + The Unexpected – Our Launch Campaign




     Old Identity
                    +Market Research
            ...
+Market Research
     +Guest Experience
        Initiatives
                      +Events
                    +LEED Award
...
Launch




                                 +Market Research
                                 +Guest Experience
          ...
+Market Research
               +Guest Experience
                  Initiatives
                                +Events
  ...
+Market Research
                        +Guest Experience
                           Initiatives
                        ...
4. Beyond the Physical Place




                 +Market Research
                 +Guest Experience
                    ...
Seamless Environment

                       mobile.calacademy.org

     Social Networks
      & Distributed              ...
User Generated Content




                       +Market Research
                       +Guest Experience
              ...
Access




         +Market Research
         +Guest Experience
            Initiatives
                          +Events
...
Mobile Site




              +Market Research
              +Guest Experience
                 Initiatives
              ...
Micro Donations




                  +Market Research
                  +Guest Experience
                     Initiative...
To Come

Technology:
•    iPhone Apps – guides/games
•    iPad


Physical Beyond the Building:
•    Conferences
•    R&D

...
5. Take Intelligent Risks




                  +Market Research
                  +Guest Experience
                     ...
6. Integrate - Collaborate


                  F
          T H R OU G H L I N E S
                  N
                  C
...
7. 2nd Year – Where the real fun begins.




            Launch – Relatively Easy


     2nd Year & Beyond – Sustainable G...
Transitioning from Brand to Specific Reasons to Visit




33
Extreme Mammals Arrive April 3rd




34
How do we keep Reinvention alive?



            Focus                                    Strong
                         ...
Thank you!

      Blair R. Shane (415)379-5125
                     bshane@calacademy.org

          California Academy of...
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Marketing the new California Academy of Sciences: The Second Year (by Blair Shane, CMO)

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In a brilliant presentation to the Northern California chapter of MENG, Blair Shane (CMO, California Academy of Sciences) discusses how the academy was rebuilt and reinvented, the amazing successes of the first year of the revival of a 150-year old institution, and the challenges of keeping up that momentum in year two.

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Transcript of "Marketing the new California Academy of Sciences: The Second Year (by Blair Shane, CMO)"

  1. 1. Launching & Sustaining the New Academy— The Challenge of Reinvention Presented to the Northern California MENG Chapter Blair R. Shane
  2. 2. The 4th R: The Challenge of Reinvention 2
  3. 3. Where we started 3
  4. 4. How did Reinvention begin? +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards 4
  5. 5. What were we up against? 1. Time 2. 2 Resources 3. Expectations +Market Research +Guest Experience Initiatives +Events 4. Living Things 4 Li i Thi +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards 5
  6. 6. What is Possible +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards 6
  7. 7. So, who are we? +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards An Aquarium A A i 7
  8. 8. +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards A Rainforest 8
  9. 9. +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards A Planetarium l 9
  10. 10. +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards A Natural History Museum l 10
  11. 11. +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards Research R h 11
  12. 12. Education +Market Research +Guest Experience Initiatives +Key Corp. Partnerships +Speakers/ Awards 12
  13. 13. What does that mouthful boil down to? +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards Life – How did we get here, and how do we plan to stay? 13
  14. 14. Reinvention: Biggest Challenges 1853 21st Century Local National Families Plus adults without kids +Market Research +Guest Experience Expected Unexpected Initiatives +Events +LEED Award Launch Sustaining momentum +Earth Day +Sustainability Initiative 14
  15. 15. How did we tackle them? 1. Stay true to who we are 2. Consumer focus 3. 3 Combine the tried & true with the unexpected +Market Research 4. Take it beyond the physical place +Guest Experience Initiatives +Events +LEED Award 5. Take intelligent risks +Earth Day +Sustainability Initiative 6. Integrate +Key Corp. Partnerships +Speakers/ 7. 2nd year is really where the fun begins Awards 15
  16. 16. 1. Mission Driven +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards 16
  17. 17. 2. Customer Focus – It’s about you. Not us! +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards 17
  18. 18. 3. Expected + The Unexpected – Our Launch Campaign Old Identity +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards New Identity 18
  19. 19. +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards 19
  20. 20. Launch +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative Print – 3 in 1 does not need to be All in 1 20
  21. 21. +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards Outdoor 21
  22. 22. +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards Civic Engagement 22
  23. 23. 4. Beyond the Physical Place +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards 23
  24. 24. Seamless Environment mobile.calacademy.org Social Networks & Distributed Partnerships Content eMail & SMS www.calacademy.org 24
  25. 25. User Generated Content +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards www.calacademy.org/share/ 25
  26. 26. Access +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards 26
  27. 27. Mobile Site +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards 27
  28. 28. Micro Donations +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards 28
  29. 29. To Come Technology: • iPhone Apps – guides/games • iPad Physical Beyond the Building: • Conferences • R&D 29
  30. 30. 5. Take Intelligent Risks +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day +Sustainability Initiative +Key Corp. Partnerships +Speakers/ Awards NightLife 30
  31. 31. 6. Integrate - Collaborate F T H R OU G H L I N E S N C T I O M A R K E T IN G M I X S 31
  32. 32. 7. 2nd Year – Where the real fun begins. Launch – Relatively Easy 2nd Year & Beyond – Sustainable Growth 32
  33. 33. Transitioning from Brand to Specific Reasons to Visit 33
  34. 34. Extreme Mammals Arrive April 3rd 34
  35. 35. How do we keep Reinvention alive? Focus Strong Offense +Market Research +Guest Experience Initiatives +Events +LEED Award +Earth Day Adaptable +Sustainability Initiative Discipline Team +Key Corp. Partnerships +Speakers/ Awards 35
  36. 36. Thank you! Blair R. Shane (415)379-5125 bshane@calacademy.org California Academy of Sciences San Francisco www.calacademy.org www calacademy org www.facebook.com /home.php?#/calacademy?ref=ts www.twitter.com/calacademy t itt / l d 36

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