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IMC 636: Rochester Museum and Science Center Campaign Proposal

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This is an integrated marketing campaign that I created for my final class of my master's program through West Virginia University

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IMC 636: Rochester Museum and Science Center Campaign Proposal

  1. 1. Rochester Museum and Science Center Campaign Proposal Willow Communications Copyright © 2016 | CONFIDENTAL Developing Millennials and Generation Xers as continual patrons and supporters of the Rochester Museum and Science Center Presented on November 7, 2016 by Amie Fouchie #InspireThruCuriosity Communications
  2. 2. October 14, 2016 Ms. Amanda Bayer Marketing Communications Manager Rochester Museum and Science Center 657 East Avenue Rochester, NY 14607 CC: Ms. Hannah Barry Dear Ms. Bayer, We would first like to thank you for the opportunity of presenting an integrated marketing communications proposal to you and the team at the Rochester Museum and Science Center. The organization’s mission to create a fun-filled attraction around science and technology and how these two subjects impact life is truly inspiring. As personal supporters of your mission, we would consider it an honor to partner with such an impactful organization on this project. Willow Communications is a full-service communications agency that strives to evolve with the ever-changing marketing and technology industries. In our constant and fast-changing market, there is always room to improve and grow. Our team takes great pride in getting to all of our clients on a personal level in order to best help provide solutions to their marketing difficulties. As discussed, we have identified Millennials ages 21-36 and Generation Xers ages 36-52 as our target audience for this campaign. With Millennials being the largest generational group and them starting families, focusing on Millennials could have a huge impact on as we are aware, reaching Millennials specifically can be difficult, but once that trusting relationship is built, they are likely to remain loyal consumers. In the pages that follow, you will find different options to make these generations’ continual patrons and supporters of the overall mission of the Rochester Museum and Science Center. As stated previously, we truly thank you for the privilege of presenting this campaign to you. We would also like to thank you for the time that you have spent answering our questions. It has been an honor to get to know you through this process and we hope that you will enjoy the final campaign that we present to you. Sincerely, Amie Fouchie Amie Fouchie CMO & Founder Willow Communications 734 Ling Road Rochester, NY 14612 585.738.0013 willowcommunications.com Communications
  3. 3. Executive Summary ....................................................................................... 6 Agency Materials............................................................................................ 7 Business Card ............................................................................................. 7 Letterhead.................................................................................................. 8 Who We Are................................................................................................ 9 About Willow Communications....................................................................... 9 What We do................................................................................................ 9 Services ..................................................................................................... 9 Press Release............................................................................................ 10 Background................................................................................................. 11 Marketing Objective................................................................................... 11 Marketing Objective Rationale ..................................................................... 11 Client Background ..................................................................................... 11 Situation Analysis ...................................................................................... 12 Competition ................................................................................................ 13 Primary Competitors .................................................................................. 13 Secondary Competitors .............................................................................. 13 Target Markets ............................................................................................ 14 Millennials ................................................................................................ 14 Generation X............................................................................................. 15 SWOT Analysis ............................................................................................ 17 What’s working?........................................................................................ 17 What’s Missing?......................................................................................... 17 What’s in the Way?.................................................................................... 18 What’s Possible?........................................................................................ 18 Focus Group Findings ................................................................................... 19 Branding..................................................................................................... 20 Branding Perception................................................................................... 20 Brand Personality ...................................................................................... 20
  4. 4. Brand Positioning ...................................................................................... 21 Integrated Creative Strategy Statement ......................................................... 22 ICSS Rationale .......................................................................................... 22 Rejected ICSS Statements:......................................................................... 22 Creative Brief .............................................................................................. 23 Communications and Media Plan .................................................................... 25 Statement of Idea ..................................................................................... 25 Campaign Objectives ................................................................................. 26 Campaign Strategies.................................................................................. 27 Campaign Tactics ...................................................................................... 28 “#RMSCDoughNation” Food Truck Fundraiser: ........................................... 28 Paid Ads on Social Media ......................................................................... 29 Leverage User-Generated Content ............................................................ 29 Social Networking Mixers with Rochester Young Professionals ...................... 30 “After Dark” Theme Contests ................................................................... 31 New Membership Add-on......................................................................... 31 Press Release to Local Media Outlet .......................................................... 32 Digital Video Series................................................................................. 32 RMSC App ............................................................................................. 33 Budget Outline............................................................................................. 34 Media Timeline ............................................................................................ 36 Creatives .................................................................................................... 37 Food Truck Fundraiser................................................................................ 38 Newspaper Ad Example........................................................................... 38 Direct Mailer Example ............................................................................. 39 T-shirts ................................................................................................. 40 Social Networking Mixers............................................................................ 41 Newspaper Ad Example........................................................................... 41 Direct Mailer Example ............................................................................. 42 T-Shirts................................................................................................. 43 Social Media Posts Examples....................................................................... 44
  5. 5. Internal Email Example .............................................................................. 45 Digital Video Series.................................................................................... 46 Mobile App................................................................................................ 47 ................................................................................................................. 47 Evaluation................................................................................................... 48 Conclusion .................................................................................................. 49 Appendix .................................................................................................... 50 Footnote Bibliography ................................................................................ 50 Letter of Agreement................................................................................... 53 Focus Group Consent Forms ....................................................................... 54 Focus Group Report ................................................................................... 60 Post Focus Group Survey............................................................................ 61 Rate Cards................................................................................................ 65 Staples: Direct Mail: ............................................................................... 65 The City Newspaper:............................................................................... 66 Heavy Digital ......................................................................................... 68 Mobile App............................................................................................. 70
  6. 6. Millennials and Generation Xers are constantly looking for something to do and ways that they can give back to their community. They are family oriented, enjoy having fun, and thrive on trying new things. If they are given the opportunity to do such, they will take initiative to make a difference in their community. It is the goal of Willow Communications throughout the duration of this campaign to show that taking the time and putting in the energy to engage these two target audiences can truly make an impact on the Rochester Museum and Science Center. Both Millennials and Generation X tend to be cautious and smart when it comes to their finances. It is the duty of Willow Communications and the RMSC to encourage these audiences to step out of their comfort zone, try something new, and give back to a local non-profit. This campaign will present the Rochester Museum and Science Center concepts to win over these audiences. Willow Communications has developed multiple tactics and touch points that will assist in gaining the attention of both Millennials and Generation Xers. This campaign relies heavily on social media and digital platforms, while also including some traditional aspects. For the campaign to be successful, it will take internal buy-in from the RMSC internal audience as well. If the organization is not behind the campaign, there is no way to succeed. Millennials and Generation Xers are consistently posting, liking, commenting, and sharing on social media. Our goal is to first engage and build a long-lasting relationship with these audiences and this campaign is designed to do just that. By working together, Willow Communications and the RMSC can impact these audiences and activate their desire to make their community a better place.
  7. 7. Front: Back: Communications 585.738.0013 Amie.Fouchie@Willowcommunications.com www.willowcommunications.com 734 Ling Road Rochester, NY 14612 Amie Fouchie Founder & CMOCommunications
  8. 8. 734 Ling Road Rochester, NY 14612 585.738.0013 willowcommunications.com Communications
  9. 9. Willow Communications is a full-service communications agency in Rochester, NY. We offer a combination of digital and traditional services to help build long-lasting relationships within the community. We specialize in marketing for nonprofit organization and small businesses in order to get their brands noticed. The marketing world is ever changing and these small brands need someone to help bring their messages to the world. In the ever- changing world of marketing and technology and we continuously educate our staff in order to ensure that we are always ahead of the trends. Willow Communications has in-house expertise on a variety of services including:  Content Marketing  Email Marketing  Marketing Research & Analytics  Audience Insight  Social Media  Public Relations  Digital Engagement  Strategic Planning  SEO and Web Analytics  Media Planning  Traditional Media
  10. 10. For Immediate Release November 5, 2016 Digital Communications Agency, Willow Communications, Opens New agency seeks to help small businesses and nonprofits gain knowledge in marketing strategies Rochester, NY (November 5, 2016) - Willow Communications, a full-service communications agency in Rochester, NY, has officially announced that they are open for business. “Founder and Chief Marketing Officer Amie Fouchie says, “I founded the Willow Communications agency because I saw a need to creates a voice for the small guys.” She goes on to say, “We specialize in marketing for nonprofit organization and small businesses to get their brands noticed. The marketing world is ever changing and these small brands need someone to help bring their messages to the world.” The agency strives to evolve with the ever-changing marketing and technology industries. They provide services in both digital and traditional media founded in an integrated marketing framework to ensure small businesses and non-profit organizations build the long-lasting relationships within the community. Willow Communications are currently accepting new clients. For more information visit willowcommunications.com. ### Contact Amie Fouchie- Founder & CMO Willow Communications Amie.Fouchie@willowcommuncations.com 585.738.0013 About Willow Communications Willow Communications is a full-service communications agency in Rochester, NY. Willow Communications provides nonprofit organizations and small businesses solutions to a variety of marketing and communication challenges. The agency offers a combination of digital and traditional services to help build long-lasting relationships within the community. To learn more about Willow Communications, visit us online at willowcommunications.com.
  11. 11. To add Millennials (ages 20 to 35 and born between 1981 and 1996) and Generation Xers (ages 36 to 51 and born between 1965 and 1980) as first time and repeat patrons and supporters of the Rochester Museum and Science Center contributing an incremental 500 new memberships and $75,000 in donations between January 1 2017 and December 31, 2017. Millennials and Generation Xers are two of the largest demographics in the Rochester area. They both value fun and a good work-life balance. Each generation has a focus on family and strive to help make the world a better place. By reaching out to these two specific groups, the RMSC can potentially gain more revenue through both their special events that are already creating major buzz, as well as general admission. In Monroe County, the median age is 38 with the average income of $52,501.1 Cost of living in Rochester, NY is 79.90 on the cost of living index, 20.1 points below the national average. However, when it comes to the Miscellaneous portion, which includes entertainment, Rochester comes in at 98, only 2 points below the national average.2 Below is a chart that represents the top Tapestry Segments of downtown Rochester:3 College Towns Either college students or work for a college or its supporting services. Managing money is new to them, so they tend to splurge on impulse purchases. Make time for part-time jobs, sports, and socializing. Computers and cell phones are major in their lives. Rustbelt Traditions This group exists in older industrial cities around the Great Lakes – like Rochester. It consists of married couples that are family-oriented, stable and hard-working. They’ve been mainstays in their community for some time. When they spend money, they’re looking for bargains. They get news and entertainment from TV and enjoy programs like ESPN and AMC. They listen to classic rock. Eating out is an occasional treat. Bright Young Professionals These individuals are young, active, educated, tech-savvy, working professionals. Most have white-collar jobs. Many find news and information from YouTube, blogs, social media and other online sources. For fun they go to bars, watch Netflix, play sports and eat out often. The Rochester Museum and Science Center (RMSC) was originally established in 1912 as the Municipal Museum in Rochester, NY. The mission statement of “The
  12. 12. Rochester Museum & Science Center stimulates broad community interest and understanding of science and technology, and their impact — past, present, and future — on our lives” was adopted by the Board of Trustees on May 21, 2008.4 It currently sits on a 13-acre campus that includes the museum/center, the Strasenburgh Planetarium, auditorium, a preschool, a charter school and the Cumming Nature Center.5 While enjoying the 200 interactive exhibits, visitors of the museum can grab a bite to eat at Mario’s Café. The RMSC also hosts numerous events throughout the year. The RMSC is struggling with attendance. The museum is experiencing a 17 percent drop in attendance, from 439,101 in 2009 to 363,494 in 2013.6 In 2015, the RMSC only had 142,414 museum general admission tickets sold, not including the 53,635 for the planetarium. That’s another 60% drop in attendance over two years for the museum. While the RMSC has taken initiative to attract Millennials and Gen Xers through their “After Dark” events, it isn’t clear if the guests of the “After Dark” events are visiting the museum during normal business hours. The “After Dark” events are fundamental in attracting the target markets to the RMSC, but how do we get them to come back outside of the special events. The RMSC also offer numerous membership levels to attract families both big and small. What they don’t have is a membership for newlyweds or those who are dating. Currently, if two people are cohabitating, engaged, or newly married, they must purchase two individual memberships at $63 a piece which ends up costing more than family membership.
  13. 13. The Strong National Museum of Play (The Strong®) is the main competitor of the RMSC. Founded in 1968 under the name “Margaret Woodbury Strong Museum of Fascination,”7 The Strong® is in downtown Rochester. “The Strong® is a highly interactive, collections-based museum devoted to the history and exploration of play.”8 The Strong® is another not-for-profit museum dedicated to education and discovery similar to the RMSC. They host 21+ events, “Happiest Hour”, similar to the RMSC’s “After Dark” events. The Strong® recently added on their Butterfly Garden. The Seneca Park Zoo is another big competitor with the RMSC. A part of Seneca Park, the Zoo first started to display animals in 1984 with the Main Zoo Building opening in 1931.9 The Zoo is in Seneca Park just north of downtown Rochester. Similar to The Strong® and the RMSC, the Seneca Park Zoo also uses “annual membership fees help support the Zoo’s conservation and education programs, as well as our operating costs.10 They also host happy hours during the summer called ZooBrew. Each event is 21+ where guests can visit the zoo while enjoying local beers and wines, live music and the animals. The Rochester Americans (Amerks) are a team in the American Hockey League and the farm team to the Buffalo Sabres. Having just celebrated their 60th anniversary in the 2015-2016 season, the Amerks have been a staple in the Rochester community. They have multiple themed games throughout each season including Military Appreciation Night, Irish Night, and Pink the Rink Breast Cancer Awareness Game.11 The team offers numerous season ticket options, discount nights, and other promotions to attraction Rochesterians. One of their newer features is their Party Deck where groups can enjoy the game up close with a private bar and food options. The Amerks help raise money for a number of causes throughout the season include the Sabres Foundation, Men’s Health, Donate Life, Breast Cancer, and our Veterans. The Rochester Red Wings are a team in Minor League Baseball and the Triple-A affiliate team to the Minnesota Twins. The Red Wings have been a part of the Rochester community since 1899 and were known as the Rochester Bronchos.12 They are celebrating their 20th season at their current location at Frontier Field in downtown Rochester. The team hosts numerous promotions throughout their season. They also have their own Red Wings Community Foundation which “allows fans and friends to make contributions which will support youth and adult programs.”13
  14. 14. Millennials, or Generation Y, are born between 1981 and 1996 and are the largest generation in the United States. They grew up during the digital media boom and have been immersed in the digital world since a young age. 62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer.14 Demographics: 2015 Nielsen Ratings showed the following demographic statistics for Millennials15  They represent 24% of the U.S. population  Millennials tend to have lower incomes then the population as a whole  Median Household Income is roughly $50K o However median person income in New York is $25K16  30% are college graduates with 11% having post-grad work  They are ethnically diverse o 21% Hispanic o 14% African-American o 4% Asian-American Psychographics: Staying connected is important to Millennials. Being the first generation to grow-up entirely with the internet and cellphones, they remain connected in all aspects of life. They use blogs and word of mouth when it comes to purchasing decisions. Some of their core values are as follows:17  Civic Duty  Confidence  Diversity  Extreme fun  Like personal attention  Members of global community Millennials have very different attributes than most other generations.18  Focus is children/family  Attached to their gadgets & parents  Have not lived without computers  Open to new ideas  Tech savvy- digital generation  Hope to make life contributions to the world  Eco-friendly About 60% of Millennials said the ability to see the direct impact of their donation has a significant bearing on their decision to give.19 Their preferred mean of communication is online and via their phone, however when it comes to making financial decisions, they prefer to do so face-to-face. 20
  15. 15. Day in the Life: Meet Bobby. He’s 27 and is attending St. John Fisher College working towards his MBA. He obtained his Bachelor’s degree in Sports Management at St. John Fisher as well. He is currently working full-time as ticket sales associate with the Rochester Americans, the local American Hockey League team and part-time in customer service at Collector’s Paradise in the mall. Bobby eventually wants to become an athletic director for a university or college. He stays social trough Rochester Young Professional, a community organization that helps members connect and enhance their professional and social lives. He is constantly looking for ways to better the community. Bobby is also an active member of a men’s hockey league at a local hockey rink. He has a close group of friends through work and school. He maintains a great social life and enjoys going out with his friends to local bars. Bobby is currently in a relationship and is always looking for new place to take his girlfriend for a fun and unique date instead of sitting at home watching Netflix or Hulu. While museums aren’t his favorite place to visit, he is always willing to try new experiences and open up his horizons. Bobby was born and raised in Rochester and attended a private, Catholic schools growing up. While he has fallen away from the Catholic religion, he is trying to get back to church. He has a great relationship with his parents and makes sure to visit his grandmother a few times a month. Generation Xers are born between 1965 and 1980 and recently outnumber Baby Boomers among affluents.21 The eldest of the generation are starting to become grandparents and have children in the Millennial generation. Demographics: 2009 Met Life report showed the following demographic statistics for Gen Xers22  They represent 16% of the U.S. population  Millennials tend to have lower incomes then the population as a whole  Median Household Income is roughly $80K  21% of male Gen Xers are college graduates, while 22% of female Gen Xers are college graduations  Ethnic/Race: o 18% Hispanic o 12% African-American o 2% Asian-American Psychographics:
  16. 16. Gen Xers fall between Baby Boomers and Millennials. Younger Gen Xers tend to identify more with Millennials than with their own generation and end up with some of the same values and attributes. Some of their core values are as follows:23  Balance  Diversity  Fun  Self-reliance  Tech literate Some of their attribute are as follows:24  High degree of brand loyalty  Ethical  Independent  Self-starters  Willing to take on responsibility 50 percent of Generation X said the ability to see the direct impact of their donation has significant bearing on their decision to give.25 Their preferred mean of communication is text messages and email and when it comes to making financial decisions, they prefer to do so online however will do so face-to-face if time permitting.26 Day in the Life: Meet Barb. She’s 52 and is currently working for a local real estate company. She does not have any college education. She is helping support her and her husband as her children are now grown. She stays social through a local chapter of the Elks Lodge Her close friends are colleague, other Elks members, and family members. She maintains a reasonable social life, but prefers to spend nights at home with her family. Barb is married and enjoying spending time with her husband and children when she can. While she’s not too fond of going to local attractions, she is still willing to try new experiences and is constantly looking for places to take her grandchildren. Barb was born and raised in Rochester and attended private, Catholic schools at first but attend public schools towards the end of her school career. While she was raised Catholic, she no longer practices and did not pass on her religion to her children. She has a great relationship with her family. She uses Facebook, but still has to ask her children for help when she isn’t unsure of how to do something.
  17. 17. The RMSC has had huge success in reaching out to educators. With their interactive exhibits, schools are constantly visiting the RMSC for class fields trips. The educational and interactive exhibits seem to be doing well also. While they could benefit from a sprucing up, they continue to stay relevant in the community. The RMSC also seems to be having success in their “After Dark” events and sell out for each one their host. These “After Dark” events are great for attracting Millennials and Generation Xers outside of normal visitation. With the shift towards social media and online advertising, the RMSC seems to be struggling a bit. After looking at the social media sites, the RMSC is doing well at posting all types of content and posting daily on Facebook, but they don’t seem to respond and engage with those posting on their sites. In order to be successful in the social media world, engagement is crucial. The RMSC has been advertising their Strengths Local non-profit Dedication to education Passion for science, technology, and local history Threats Better brand awareness of competitors Lack of disposable income Competitors have ability to purchase tickets online Economic decline Weaknesses Current events aren’t as visible as they could be Marketing/advertising campaigns Lack of brand awareness/identity Opportunities New membership options Different channels to reach target audience New exhibits/expansion New/more events Continue/expand the Catalyst Circle
  18. 18. “After Dark” events purely on social media sites, which is a good way to reach Millennials. However, the only way Millennials and Gen Xers are able to see these events are if they follow the RMSC or a friend of theirs posts about. Another issue that the RMSC faces is their brand awareness/identity. While most people in the Rochester are know that the RMSC exists, they aren’t aware of all of the RMSC services and benefits. The RMSC is Economic crisis, digital shift, and competition are all major threats to the RMSC. Unlike past shifts in media, this one is more interactive and limits the ability to simply re-purpose content. This creates unique staffing and budgetary issues that are compounded by the recent economic downturn.27 With the economic crisis, people aren’t spending as much on cultural activities such as museums. It’s not an easy thing to afford for a family of four. On top of the economic crisis, the shift toward a more digital world is hurting not only the RMSC, but museums all over. In today’s age, people are more likely to turn to the online world to gain insight into science, technology, and history than they are to go to a museum and learn via hands on exhibits. One of the biggest threats to any organization is the competition. The RMSC’s biggest competition is the Strong National Museum of Play. The Strong brings out the inner kid in everyone whether you are 5 or 55 years old. The RMSC needs to take a page from the Strong’s book in order to show that those who visit the RMSC don’t need to be on a field trip in order to enjoy the exhibits on display. Opportunities are all around for any company. When it comes to the RMCS, targeting the largest generational group in the Rochester area is a must. By targeting the Millennials and Gen Xers in the area, the RMSC could potentially see a huge increase in attendance and revenue, especially with all the colleges and universities in the area. In order to truly reach these generational groups, the RMSC must utilize their social media and online presence more while still holding onto more traditional media like mailers and email. Also, the RMSC must continue to host 21+ year old events like they recently started to do more. Hosting events for Millennials and Gen Xers is a sure way to attract them to the museum while doing it in a way that caters to what they like.
  19. 19. I started the focus group with some general questions about the Rochester Museum and Science Center. Wanting to understand what the overall perception of the museum was in the target audience, I asked what the first thing was that came to mind when the participants thought of the Rochester Museum and Science Center. Most pointed out that it was family friendly or aspects of the museum like the planetarium. Next, I asked the participants if they were aware that the RMSC is a non-profit museum. Most were surprised to hear this and did not in fact know that they were a non-profit organization. They were then asked about the different memberships that the RMSC offers. A few knew of the family membership but were surprised by the other levels of memberships. They were also pleased to hear that the profits from the memberships go toward programs that help the youth in the community. Once they found out about the numerous benefits of the different membership, many thought that it would be a good investment and would be willing to purchase a membership just to help support the programs for the youth in the community. One participant suggested a Couples Membership as there was no membership for two adults. After the awareness section, we moved on to services and pricing. Most didn’t realize that the RMSC hosted four events throughout the year for adults 21+ years old. They believed that the RMSC could do a better job at advertising these events even though the events have been selling out. They were also interested to learn more about the RMSC Catalyst Circle, a young professionals group that helps the museum fundraise and plan events. They wanted to see more investment into the museum, feeling that it was a bit outdated and “doesn’t compete with its counterparts in Buffalo and Albany.” Next, we moved on to the concept statements: 1. The RMSC is a fun-filled attraction in Rochester for people of all ages. 2. The RMSC is dedicated to educating and building futures for the youth in the area. They provide economically disadvantaged youth (15-19 y/o) with opportunities to learn workforce skills and explore science/technology careers by employing them at the museum supported by membership sales 3. The RMSC hosts four 21+ events during the calendar year. Each event has a different theme and attractions. All three statements were well obtained. Many didn’t agree with the fact that the RMSC is a place for people for all ages. They felt that it is geared more towards children and families. All thought that the first statement was clear and concise, the only issue they had was with the “all ages” portion. As stated before, many were not aware of the programs for the youth in the community and felt that had they known more about these programs that they could see the cost of memberships as being worth it. The last statement appealed to them the most, but they wanted more information such as past themes, cost of these events, and what the attractions were. While I explained that they differed event to event, they suggested maybe adding in some past themes to better entice the people 21+.
  20. 20. The Rochester Museum and Science Center prides itself on their fun and engaging exhibits. However, through primary research conducting by Willow Communications, about 50% of the target audience views the RMSC as outdated and purely for children. As stated previously, the target market wants to see more investment into the museum, feeling that it is a bit outdated and that doesn’t compete with its counterparts in Buffalo and Albany. They were also surprised that the museum does so much for the community such as the opportunities for disadvantaged youth. This perception needs to be changed. While the age of the museum may be an issue to the target market, this campaign will show them that the museum is still an amazing attraction in the area for all ages. They will become aware of what the RMSC has to offer them as well as others in the community. Each brand has its own personality just as each person does. The unique personality a brand has will help separate it from its competition. To ensure that the RMSC will effectively appeal to the target markets, the following traits are suggested to help personify the RMSC. Captivating Since first opening, the RMSC has ensured that their exhibits are engaging and interactive. These types of exhibits allow patrons of the museum to get catch up in fun. The overall thinking of museums in general are that they are boring. However, the RMSC takes a different approach to their museum and captivates the minds and hearts of all that enter. Imaginative Not only are the exhibits and attractions of the RMSC imaginative, but so are their events. Once the RMSC decided to start appealing more towards Millennials, they created their “After Dark” events that showcase theme filled fun and excitement. They’ve gone outside the box in order to try to keep relevant with the changing times and keep the community interested in what they have to offer. Impactful The RMSC takes pride in helping the community, specifically children looking to further their education in science and technology. Through memberships and donations, the RMSC impacts the lives of our disadvantage youth by giving them opportunities to become employed at the RMSC to learn work force skills as well as advance their knowledge in science and technology. Transparent In order to ensure that the visitors of the RMSC enjoy their visit, the RMSC keeps no secrets. There are no hidden fees or agendas. They lay it all out for anyone who
  21. 21. is interested in learning more. Millennials and Gen Xers like to know what they are going to be doing and where their money is going. The RMSC’s transparent nature brings about a sense of trust and faith. Current brand position appears to be directed towards families. Most of their photos and marketing materials have children on them. Most of their events run during the day while Millennials and Gen Xers are at work, aside from the “After Dark” Events which only happen four times a year. The RMSC offers camp sessions and Science Alive! Sessions while kids aren’t in school to help keep them active in the science and technology world. While they are making strides towards appealing to Millennials and Gen Xers through their special events and recent addition of the Catalyst Circle, a young professionals group, they are also teaming up with the Rochester Young Professionals to get their members more involved in the RMSC and the Catalyst Circle.
  22. 22. “For Millennials and Gen Xers, the Rochester Museum & Science Center is the one local attraction that delivers fun and education because only the Rochester Museum & Science Center is invested furthering the future of our community and helping our youth.” Millennials and Gen Xers both value fun and education. By aligning the Rochester Museum and Science Center’s fun atmosphere with the fact that a visit can help the youth of the Rochester community would play on the before mentioned facts. It provides a unique opportunity for the target audience to have fun while being able to help the young members of the community.  The Rochester Museum and Science Center is a place where you can enjoy a multitude of exhibits that help fund programs for the youth in your community.  Visit the Rochester Museum and Science Center to enjoy interactive exhibits while helping fund programs for our community’s youth. Rational Factors: -Memberships are tax deductable -Well known in the Rochester Community -Donating to the RMSC is easy -Catalyst Circle for Young Professionals -100% local -Funds from memberships and tickets sales go towards programs to help children in the area -Has over 200 interative exhibits Emotional Factors: -Want to have fun at events decidated to my interests -Influence friends, family, and community with the things I do -Want to give back to my community, espcially to education & child centered causes -Want to help youth of community grow professionally -Want to build professional network while helping local non-profit
  23. 23. Willow Communications Client: Rochester Museum & Science Center Date: October 4, 2016 What is the IC Strategy Statement? For Millennials and Gen Xers, the Rochester Museum & Science Center is the (blank) that delivers (blank) because only the Rochester Museum & Science Center is Why are we advertising? The RMSC is advertising to engage Millennials and Gen Xers that the RMSC is a fun place to hang out with friends or to go on a date while supporting our community. Whom are we talking to? Millennials, age 21- 36, and Generation Xer, ages 37-52. What do they currently think? The RMSC is seen as a place for families or little kids to visit. It’s not considered a must go place in Rochester. What is the single most persuasive idea we can convey? That the RMSC is a fun place for people of all ages that helps benefit the community we live in. What would we like them to think? We want to strip the image of simply just a family place. We want them to think that the RMSC is a place for people of all ages. It’s a place to come to with friends or a date and share a great, fun experience. That while visiting, patrons are helping support the community they live in. Why should they believe it? The RMSC has been doing its best to try to improve its brand and the image that people see when they think of RMSC. They have been improving their events to truly cater to Millennials and Gen Xers. What is the personality we want to convey? We want to convey a fun, adventurous personality. A museum isn’t just about being educational, but being an interactive and fun place dedicated to the community and future of the youth. Learning about science and history can be fun and interactive. We need to work on conveying those two things in order to draw in the Millennial and Gen X crowds. Are there any creative guidelines? There should be a big push to market on social media, email, and streaming sites like Hulu and Pandora Radio, yet still using traditional media such as mailers. Millennials have grown up with the digital age and are constantly online updating statuses, watching shows and listening to music. By using more traditional media
  24. 24. like mailers, Gen Xers will be able to gain the same message through means that better suit them. o Using fonts and colors of the RMSC already established o Consistent messages and visuals on all platforms o #InspireThruCuriosity to be used for social sharing and campaign awareness initiatives
  25. 25. To attract and engage Millennials and Generation Xers, they need to feel inspired and wanted. And not only about the Rochester Museum and Science Center, but about the impact they make on the community. Millennials and Generation Xers are constantly looking for fun experiences and way to make a difference in the community. They want transparency and excitement. The more direct interactions and engagements, the more inspired and motivated Millennials and Gen Xers will be. Throughout this campaign, Willow Communications will provide relevant statistics and results, while keeping in mind anything that does not work as planned. By creating fun experiences and how involvement makes an impact is essential in targeting these groups. If they are giving the opportunity to have fun, be rewarded, and develop their community, the RMSC will be offering something that truly appeals to them. The core message for this campaign is: #InspireThruCuriosity #InspireThruCuriosity will bring awareness to the target audience of what the RMSC has to offer them as well as how their involvement and dedication to the RMSC benefits the community.
  26. 26. Through the development and execution of this IMC proposal, Willow Communications will accomplish the following objectives on behalf of the Rochester Museum and Science Center during the course of this campaign, which is set to run from January 1, 2017 to December 31, 2017.  Increase social media engagement between the RMSC and the target audience by 60 percent over a 12-month period.  Elevate awareness of the RMSC’s community outreach programs among Millennials and Generations X by 30 percent over a 12-month period.  Raise $100,000 in donations from Millennials and Generation X over a 12- month period.  Increase membership by 20 percent among the target audience over a 12- month period.  Increase membership with the Catalyst Circle by 50 percent from 21 to 32 members over six months.  Achieve 90 percent awareness and positive impression of the campaign across internal RMSC audiences including employees and volunteers.
  27. 27. The following strategies will help support the objectives outlined in this IMC plan. They will also be the basis for the tactics and internal communications plan.  Host a new, singular event to raise $25,000 in net donations for the RMSC over the course of this campaign  Engage the target audience on a county-wide campaign that covers social, digital, and traditional platforms to raise a minimum of $25,000  Partner with the Buffalo Museum of Science and the Milton Rubenstein Museum of Science and Technology in Syracuse to create a membership add- on that would allow access to the other two museums twice a year.  Partner with the Strong National Museum of play to create a membership add-on that would allow access to the other museum twice a year.  Host two After Dark social events with a laser light show at one in addition to the current four to raise $15,000 total or $7,500 each.  Partner with the Rochester Young Professionals Social Division to collaborate on three network mixers and recruit a total of 11 new members for the Catalyst Circle.  Identify local children who have participated in the RMSC programs who have compelling stories on how the RMSC made an impact on them and turn them into brand advocates by developing their stories into sharable content.
  28. 28. “#RMSCDoughNation” Food Truck Fundraiser will be created in order to help raise donation dollars for the Rochester Museum and Science Center. It would be designed as a 21+ and locally rooted event. For the first year, the event will take place at the RMSC. The campus provides numerous options to have the food trucks park throughout and would bring attendees to the RMSC. Those who attend will be able to sample a variety of dishes from local food trucks. “#RMSCDoughNation” will be a one day event running from 2pm to 6pm on a Saturday during the summer. Tickets will be purchased online for six months before the event or the day of if available. Attendees will receive a food voucher and a drink voucher in exchange of their tickets at the cost of $18 each if purchase before or $22 at the door. Food and drinks will also be available to be purchased at full price from the food trucks with 25% of proceeds going to the RMSC. All proceeds of the tickets go directly to the RMSC. The first 100 people who purchase tickets will receive a “#RMSCDoughNation” Food Truck Fundraiser t-shirt made by Crazy Dog T-shirts “#RMSCDoughNation” stations will be set up around the campus as well for any attendees to make additional monetary donations to the RMSC. We will encourage attendees to use the #RMSCDoughNation hashtag for any photos or videos they post in regards to the event. Rationale: Millennials are a generation of foodies. According to recent research, 47% of Millennials have eaten at a food truck.28 While Millennials are big foodies, Gen Xers are drawn to local, low-key events that they can socialize at. Having a Food Truck Fundraiser allows both target audiences to enjoy an event dedicated to their age range while enjoying delicious food from local vendors. Budget: $17,877.50 This price includes: 10 medium-sized tents at $3,250 (nolansrental.com), 90-60 inch round tables at $805.50 (nolansrental.com), 700 white folding chairs at $1,015 (nolansrental.com), DJ for $499 (rochesterdj.com), open air photo booth for two hours at $430 (rochesterdj.com), paid Facebook advertising running for 3 months prior to the event at $930, 5,000 4.25x11 postcards sent out 1 month prior to the event at $1,550 (http://directmail.staples.com/EDDM-Pricing), a full page, full color newspaper advertisement in The City newspaper for 4 weeks before the event at $8,848, 100 T-shirts from Crazy Dog T-Shirts at $550. Evaluation: The “#RMSCDoughNation” Food Truck Fundraiser will be evaluated by the number of people who attend the event, the number of sponsors that participate in the vent, the number of food trucks at the event, and any additional donations made through the “#RMSCDoughNation” stations and food/drink sales. Willow Communications anticipates a total of five food trucks and two beer trucks, roughly 1000 people attending the event, and a net donation total of $26,315. Also, Willow
  29. 29. Communications and the internal marketing team from the RMSC will monitor mentions on social media sites around the event and the use of the #RMSCDoughNation hashtag. We will also send out post-event surveys to gauge response and reception of the event to attendees, sponsors, and vendors. Willow Communications will pay to advertise on both Facebook and Twitter to promote the “Food 4 Thought” Food Truck Fundraiser to both Millennial and Generation X audiences. Facebook Ads: Facebook advertisements to support the “#RMSCDoughNation” Food Truck Fundraiser will exist in multiple formats: event responses, page post engagement, and clicks to the website. These paid advertisements can target users based on location and interests. This user-targeting will allow us to ensure we are targeting those local to the Rochester area as well as those interested in museums, STEM (science, technology, engineering, mathematics), food, and helping the community. Twitter Ads: Twitter advertisements to support the “Food 4 Thought” Food Truck Fundraiser will exist in the form of promoted tweets and promoted accounts. User- targeting will also be incorporated to target users based on location and interests. Rationale: The Millennial and Generation X audience are heavy users to social media. 87 percent of 18 to 29 year olds and 73 percent of 30 to 49 year olds use Facebook while 37% of 18 to 29 year olds and 25 percent of 30 to 49 year olds use Twitter.29 Paid social media advertising allows the RMSC to expand its reach of the fundraiser and increase engagement with users who may have never visited the museum. Budget: $50,000 Evaluation: Willow Communications will monitor social media mentions and engagement through Hootsuite. Hootsuite gives the ability of companies and organizations to monitor all of their social media platforms in one place while interacting with users in real-time. It also provides unlimited number of real-time reports to help track responsiveness of the RMSC team as well as engagement rates of users with photos, videos, and posts. Sharing user-generated content is one of the best ways to help connect and engage the target audience with the Rochester Museum and Science Center. By encouraging the use of the #InspireThruCuriosity hashtag by the Millennial and Generation X audiences, Willow Communications and the RMSC can publish a steady stream of UGC with the museum’s followers to encourage that the museum is not only for children as well as provide “proof” of the campaign’s effectiveness and to promote interest and engagement. Some ideas of UGC to publish would include: photos from events, photos and videos uploaded to social media using the #InspireThruCuriosity hashtag. Willow
  30. 30. Communications will help the RMSC determine the top content to share on social media. Rationale: According to Business Insider, shoppers who interact with UGC are 97 percent more likely to convert with a retailer than customers who do not.30 Word of mouth is very important for every business because we tend to believe our peers more than traditional advertisements. By leveraging UGC, the RMSC can help build trust and credibility. Budget: As long as permission is granted, UGC is free for the RMSC to use. Evaluation: UGC will be evaluated on the overall engagement with the posts as well as the number of UGC created. Willow Communications will again use Hootsuite to track the engagement and mentions on social media platforms. The RMSC Catalyst Circle and the Rochester Young Professionals (RYP) will collaborate on the planning of three social networking mixers. Each mixer will be held at a local bar in the heart of the city. Members from both groups will be able to interact with one another. The RMSC Catalyst Circle will have a small table at each event where RYP members are able to learn more about the Catalyst Circle, what they do for the RSMC, and how to join. The first 25 people through the door will receive a RMSC and RYP Social Networking Mixer T-shirt. Each event will be posted on the following: RMSC website, RYP website, RMSC Facebook page, RYP Facebook page, in the RYP Newsletters, and in the RMSC Newsletters. Direct mailers created by Willow Communications will also be used to target those in the Millennial and Generation X audiences that may not be a member of either group. The event will also be added to the City Newspaper’s events calendar on their website in addition to an advertisement in the physical newspaper one month prior to the event. Rationale: The Rochester Young Professionals (RYP) currently have about 400 active members and are able to expose another 3000 to their events. Collaborating with the RYP on some of their social/networking events will expose those members to the RMSC and could lead to an increase the number of members in the RMSC Catalyst Circle. Each RYP social event draws in 150 to 300 young professionals in the Rochester community. Budget: $17,474 This price includes: 6,000 4.25x11 postcards sent out 1 month prior to each event at $5,580 (http://directmail.staples.com/EDDM-Pricing), a quarter page, full color newspaper advertisement in The City newspaper for 4 weeks before the event at $8,724, paid Facebook advertising running for 3 months prior to each event at $2,820, 25 T-shirts from Crazy Dog T-Shirts at $350, Evaluation:
  31. 31. In order to evaluate the success of the three mixers, Willow Communications will use Hootsuite to track the engagement and mentions on social media platforms of each event. In addition to the four “After Dark” events that the RMSC already hosts, two more will be added to the calendar. Currently, the themes are decided by the museum. We will host a social media contest for what theme to have for the two new events. Each contest would be a month long and would open six months prior to the event date. Depending on how many different themes are provided, the RSMC would determine the top five ideas of those that are given and create a survey to see what the most popular one is. From there, the winner would get two VIP tickets to the event which could include two drink vouchers and early admission to the event, recognition at the event as well as in all the advertising for it, plus one free family membership to the RMSC for a year. The others that made it into the top five would also receive two combination tickets to the museum and planetarium each. The contest would be held on Facebook and Twitter as well as the survey. Rationale: Contests are a great way to get the target audience involved and engaged with the RMSC. 62 percent of Millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer.31 The “After Dark” events are very popular and gain a lot of support from the 21+ audience that is being targeted. By adding two more events each year, the RMSC would raise an additional $6,500 if only normal ticket sales were purchased. Budget: $1,472 Evaluation: Success of the contest would be determined by the number of submissions. Willow Communications would also utilize Hootsuite to track mentions and engagement around the contest. The RMSC will partner with the Buffalo Museum of Science and the Milton Rubenstein Museum of Science and Technology to create a membership add-on that allows members to visit the other two museums each twice a year. This membership add-on would cost an additional $25 a year for all memberships. All membership add-ons purchased would be divided amongst the three museums depending on where it was purchased. The museum in which the add-on is purchased would receive 50 percent of the proceeds and the other 50 percent would be divided equally between the other two museums. Add-ons must be purchased where a full membership is valid. Rationale: Collaborating with other museums dedicated to the same subject matter can bring more people to the RMSC as well as increase memberships. With Buffalo and
  32. 32. Syracuse both being very close to Rochester, collaborating with museums in those areas can attract Millennials and Gen Xers outside of the Rochester area to come visit the RMSC. If half of the current members of the RMSC purchased membership add-ons, the RMSC would raise an additional $30,000. Budget: $10,624 Evaluation: To determine the success of the membership add-on would come from the number of them sold in all areas. It will also be determined by the money raised for the RMSC through the other two museums. Willow Communications will send a press release to the local media to notify them of this campaign. The new membership add-on, “#RMSCDoughNation” Food Truck Fundraiser, and the new “After Dark” events will be the focus of the press release. The press release will be placed on the RMSC website, the and we will work with the RMSC to schedule interviews centered around the campaign. Rationale: The RMSC has a greater chance at increasing donations and membership goals if the campaign is shared with the local media. Media coverage is necessary to help build awareness and interest in Millennials and Gen Xers. Budget: $500 Evaluation: Using Google Analytics will be used to track the effectiveness of the press release. Google Analytics is built to work with Google’s media and publisher products so you can use your analytics insights to drive real impact.32 As a part of the internal communications plan, Willow Communications will create a series of monthly videos will be shared to internal and external audiences in order to showcase the impact the RMSC has on the community and our youth through their community outreach programs. These videos will be 90 seconds to two minutes each and will feature an individual child each month. Each video will be shared on social media platforms as well as through email blasts. Rationale: With the target audience being active users of social media sites as well as video steaming, a video series will easily reach Millennials and Gen Xers. These video narratives will help provide easily understandable information to the target audience on the importance of the RMSC’s community efforts. Budget: $145,200 Evaluation: To determine and track the effectiveness of the video series, their overall views will be tracked through each social media platform. Facebook and Twitter both offer
  33. 33. free analytic services which will help monitor shares as well. Willow Communications will also utilize Google Analytics to monitor how many people the video is bringing to view the RMSC website. The RMSC will continue to utilize their Constant Contact account to track open-rate and click-rate of the emails. The RMSC app would include the basic information for the RMSC, hours, location, admission/memberships, exhibit information, and donation as well as an interactive portion. The app would also feature games based on the current exhibits of the museum. The user would be able to create an avatar of themselves that would be placed in the virtual RMSC. From there, they can explore all the different exhibits and interactive parts of the museum. In addition to the games, there would be a part of the app where you can turn on your GPS and based on where the located, the user can get fun informative push notifications about what is around them. For example, if they are a beach near Ontario Lake, they could get information about the lake and what lives in it. Curious about upcoming celestial events like meteor showers, what stars and planets can be seen when? Go to the Strasenburgh Planetarium portion of the app and get live updates of what is happening in the night’s sky. The app would cost $1.99 to non-members and free to members. Members would receive an activation code with the purchase of their membership to download the app. Rationale: Mobile apps are becoming a part of daily life. Globally, we spend more time on our smartphones than we do our desktops.33 Both Millennials and Gen Xers are constantly using their phones and downloading new apps to make things a little easier or to have fun. Making the app free to members could potentially gain some more traction in members. It will also help raise more money for the RMSC as all sales of the app would benefit the museum. Budget: $75,000 Evaluation: Evaluation will be done through tracking the number of downloads, social media mentions and engagement, as well as overall sales. Downloads will be tracked through both Apple’s App Store and Google Play where the app will be available for downloading.
  34. 34. Budget Outline Total Cost Final Cost Food Truck Fundraiser 10 Medium-Sized Tents $3,250.00 90-60-inch Round Tables $805.50 700 Folding White Chairs $1,015.00 DJ $499.00 Open Air Photo booth $1,290.00 Paid Social Media Ads covered below Direct Mailers $1,550.00 Full Page, Full Color Newspaper Ad $8,848.00 100 T-shirts $550.00 $17,807.50 Social Media Campaign Paid Social Media $75,000.00 $75,000.00 Social Networking Mixers Direct Mailers $5,580.00 Quarter Page, Full Color Newspaper Ad $8,724.00 Paid Social Media Ads covered above 25 T-shirts $350.00 $14,654.00 "After Dark" Theme Contest 4 VIP Tickets $120.00 2 Family Memberships $180.00 16 Combination Tickets $272.00 Event Costs $900.00 $1,472.00 New Membership Add-on Direct Mailers $1,550.00 Press Release $350.00 Quart Page, Full Color Newspaper Ad $8,724.00 $10,624.00 RMSC Mobile App Development $60,000.00 Maintenance $15,000.00 Paid Social Media Ad covered above
  35. 35. $75,000.00 Digital Video Series Pre-production $28,800.00 Production $68,400.00 Post-Production $48,000.00 $145,200.00 Press Releases Press Releases $500.00 $500.00 Evaluation Plan Focus Groups provided by agency Survey Monkey $1,020.00 HootSuite $1,199.88 $2,219.88 Agency Fee 10% of budget $34,247.74 $34,247.74 Budget Total $376,725.12
  36. 36. Front: Back:
  37. 37. Front: Back:
  38. 38. 90 second Campaign Video Example: SFX: Soft, Inspirational Music (Instrumental) VO: Only 44 percent of U.S. High School graduates are ready for college-level math and only 36 percent of U.S. High School graduates are ready for college-level science. SFX: Soft, Inspirational Music (Instrumental) VO: Here at the Rochester Museum and Science Center, we are dedicated to stimulating interest and understanding of science, technology, engineering, and mathematics. SFX: Soft, Inspirational Music (Instrumental) VO: How can you help #InspireThruCuriosity? SFX: Soft, Inspirational Music (Instrumental) VO: You can help make an impact by becoming a member. SFX: Soft, Inspirational Music (Instrumental) VO: or by giving a donation. SFX: Soft, Inspirational Music (Instrumental) VO: Help us #InspireThruCuriosity today and you could change a child’s life.
  39. 39. Each tactic will have its own evaluation measures to determine effectiveness and success of each effort. Through a combination of social media analytics, Hootsuite, Google analytics, and web tracking, we will have a better understanding of the return on investment on each spend and whether our efforts were valuable. However, in order to evaluation the success of the yearlong campaign, we must conduct some other evaluation measures both before the campaign, during the campaign, and at the conclusion of the campaign. Surveys will be used on both internal and external audiences to gauge pre-campaign awareness and understanding as well as post-campaign awareness and understanding. Focus groups will also be conducted both before the campaign and at the conclusion of the campaign to determine the overall success of the campaign.
  40. 40. The RMSC is a non-profit that was built in order to stimulate interest and knowledge of science, technology, engineering, and mathematics. Originally established in 1912 as the Municipal Museum in Rochester, NY, the RMSC has grown into a fun and interactive place to learn and engage. “#InspireThruCuriosity” was created to be a campaign to generate engagement and involvement between Millennials and Generation Xers with the RMSC. When these audiences can fully see the impact of a donation or investment, they are more willing to help support a cause. By bringing to light exactly how investing in the RMSC help impact the community, we can gain more traction and increase their willingness to give. Even if they are unable to give financially, their prowess of social media can also help provide investment to the RMSC. The campaign encompasses numerous touch-points that will directly reach Millennials and Generation Xers as well as internal stakeholders. Once the awareness stage as been set, we will move through activating these audiences to take action through one of many touch-points. Whether that means attending an event, donating, purchasing a membership, engaging on social media or downloading the new mobile app, getting these groups involved with the RMSC will help achieve the overall goal of the campaign. While reaching new patrons is the main focus, we don’t want to discount those who are already involved with the RMSC. With each person reached, we increase awareness around the museum and can then increase donations for the RMSC. There is a major opportunity to not only hit the $75,000 goal in one year, but to exceed this goal and continue to create lifetime supporters that will help spread the RSMC mission. The Rochester community is the lifeline of the RMSC. We are excited at Willow Communications to have the opportunity to aid the Rochester Museum and Science Center in achieve their goal to increase donations and membership in the Millennial and Generation X groups.
  41. 41. 1. City-Data. (n.d.). Monroe County, New York (NY). Retrieved from http://www.city-data.com/county/Monroe_County-NY.html 2. Best Places. (n.d.). Rochester, New York Cost of Living. Retrieved from http://www.bestplaces.net/cost_of_living/city/new_york/rochester 3. Zip Lookup. (n.d). Explore Your Neighborhood. Retrieved from http://www.esri.com/landing-pages/tapestry 4. RMSC. (n.d.) Our Mission. RMSC. Retrieved from http://www.rmsc.org/about/mission-statement 5. RMSC. (n.d.) About RMSC. RMSC. Retrieved from http://www.rmsc.org/About/index.html 6. Goodman, James. (2014, December 20). Institutions strive to reach millennials in digital age. Democrat and Chronicle. Retrieved from http://www.democratandchronicle.com/story/news/2014/12/20/museums- millennials- digital-attendance/20710745/ 7. The Strong. (n.d.). About. Retrieved from http://www.museumofplay.org/about 8. The Strong. (n.d.). History. Retrieved from http://www.museumofplay.org/about/history 9. Monroe County. (n.d.). Seneca Park Zoo. Retrieved from http://www2.monroecounty.gov/parks-zoo.php 10. Seneca Park Zoo. (n.d.). Donate. Retrieved from http://senecaparkzoo.org/donate/ 11. Rochester Americans. (2016). Amerks Announce 2016-2017 Promotional Schedule. Retrieved from http://www.amerks.com/article/AMERKS%20ANNOUNCE%202016- 17%20PROMOTIONAL%20SCHEDULE 12. Baseball Reference. (2013). Rochester Bronchos. Retrieved from http://www.baseball-reference.com/bullpen/Rochester_Bronchos 13. Rochester Red Wings. (n.d.). Community Foundation. Retrieved from http://www.milb.com/content/page.jsp?ymd=20141015&content_id=98610954&sid =t534&vkey=team4 14. Schawbel, Dan. (2015, January 20), 10 New Findings About the Millennial Consumer. Forbes. Retrieved from http://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the- millennial-consumer/2/#2e374d3d42b8
  42. 42. 15. Marketingcharts. (2015, December 29). Demographic Stats About Millennials in 2015. Retrieved from http://www.marketingcharts.com/traditional/demographic- stats-about-millennials-in-2015-63918/ 16. Kiersz, A. & Elkins, K. (2015, December 6). Here's how much millennials are earning annually across the US. Business Insider. Retrieved from http://www.businessinsider.com/millennial-median-wage-map-2015- 12/#nevada-29 17. WMFC. (n.d.). Generational Differences Chart. Retrieved from http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf 18. WMFC. (n.d.). Generational Differences Chart. Retrieved from http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf 19. Eisenberg, R. (2013, October 4). The Charity Divide: Boomers Vs. Gen X and Gen Y. Retrieved from http://www.forbes.com/sites/nextavenue/2013/10/04/the- charity-divide-boomers-vs-gen-x-and-gen-y/#3a16276a9567 20. Arnaud, G. (2016, July 7). Generations Characteristics Comparison. Retrieved from https://www.linkedin.com/pulse/generations-characteristics-comparison- geoffrey-arnaud 21. Marketingcharts. (2015, September 22). Gen X Now Reportedly the Largest Generation of Affluents. Retrieved from http://www.marketingcharts.com/traditional/gen-x-now-reportedly-the-largest- generation-of-affluents-59501/ 22. MetLife. (2009). Demographic Profile America’s Gen X. Retrieved from https://www.metlife.com/assets/cao/mmi/publications/Profiles/mmi-gen-x- demographic-profile.pdf 23. WMFC. (n.d.). Generational Differences Chart. Retrieved from http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf 24. WMFC. (n.d.). Generational Differences Chart. Retrieved from http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf 25. Eisenberg, R. (2013, October 4). The Charity Divide: Boomers Vs. Gen X and Gen Y. Retrieved from http://www.forbes.com/sites/nextavenue/2013/10/04/the- charity-divide-boomers-vs-gen-x-and-gen-y/#3a16276a9567 26. Arnaud, G. (2016, July 7). Generations Characteristics Comparison. Retrieved from https://www.linkedin.com/pulse/generations-characteristics-comparison- geoffrey-arnaud 27. Stein, R. (2011, October 11). Please Chime In: The Challenges and Opportunities of Participatory Culture. Retrieved from http://www.imamuseum.org/blog/2011/10/11/please-chime-in-the-challenges-and- opportunities-of-participatory-culture/ 28. G Brief. (2016, February 17). Millennials Feed Their Food Truck Frenzy With…Trucks. Retrieved from http://thegbrief.com/articles/millennials-feed-their- food-frenzy-with-trucks-610
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  44. 44. The focus group was an amazing experience that allowed us to uncover a lot of information about Millennial and Gen Xer’s thoughts and feelings surrounding the Rochester Museum and Science Center. The RMSC is a place for kids and families only Several participants reported that they felt that the RMSC is a family or children museum and that it’s not for adults. They recalled having fun there as kids on their school fields trips. Many participants hadn’t recently visited the museum because they felt it was more kid oriented. They were unaware of the 21+ events that the RMSC hosts nor did they know about the new Catalyst Circle (young professionals group). The RMSC is outdated and in need of renovations Many participants felt that the RMSC is very outdated and that the exhibits could also use an update. They stated that many of the exhibits are the same from when they were in elementary school and that it doesn’t compete with the museums in other cities around New York. They also thought that more emphasis should be put on the planetarium and utilizing local universities to bring in some new and exciting exhibits. The RMSC is a non-profit? During the focus group, the fact about the RMSC being a non-profit was brought up. Not a single participant was aware of this fact. They also were unaware that the cost a membership help fund community outreach programs such as the RMSC providing economically disadvantaged youth (15-19 y/o) with opportunities to learn workforce skills and explore science/technology careers by employing them at the museum. They need more advertising and awareness around their events and programs After discussing the “After Dark” events, the Catalyst Circle, and the community outreach programs, many participants felt that they RMSC doesn’t do a good enough job at advertising these services and events. They suggested doing more than just social media advertising, in particular radio and newspaper ads.

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