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Houston Museum of Natural Science Plans Book

Client: The Houston Mueseum of Natural Science Objective: To create awareness and generate higher attendance for the Houston Museum of Natural Science’s monthly summer event, Mixers and Elixirs.

1 of 39
Mixers and Elixirs
Houston, TX — November 6, 2015
Team 4: Hannah Alkadi, Ruben Avila, Kelsey Boylan,
Kendell Brandon, Crista Faith Castro, Christian Davis,
Hunter Landrum, Diego Portillo, Michael Snell
Hosted by Lopez Negrete
Mission Statement and Table of Contents
To create awareness and generate
higher attendance for the Houston
Museum of Natural Science’s
monthly summer event, Mixers and
Elixirs.
◎ Executive Summary
◎ Situation Analysis
◎ Demographics
◎ Research Methodology
◎ SWOT Analysis
◎ Creative Brief
◎ New Logo
◎ Social Media Plan
◎ Executions
◎ Media Plan
◎ Budget
◎ PR and Cross-Promotion
Opportunities
◎ Evaluation Methods
◎ Conclusion
Executive Summary
When we go to a museum we’re looking to learn, but more than that we’re
looking to be amazed. We want to see a T-Rex, to discover something about the
past that seems beyond imagination. But what about when we’ve already been
to the museum a couple times, and run out of adorable relatives to bring there?
What keeps us coming back? We think that special something that keeps Mixers
and Elixirs fresh month after month is the people who attend.
The people who attend are also a big part of what differentiates Mixers
and Elixirs from other nightlife options in Houston. The crowd attracted to
Mixers and Elixirs are more adventurous and intellectual than your typical
consumer. Based on this insight, we’ve created a campaign that highlights the
people who go there. We want to focus all the interesting people who attend
these events in a witty relatable way to encourage people to come as well as
giving them the opportunity to participate.
We believe given the amount of time our target spends online are budget
will go furthest if we spend it on social media and guerilla marketing to
increase engagements online and gain earned media.
Situation Analysis — About Mixers and Elixirs
Mixers & Elixirs is Houston Museum of Natural Science’s summer block
party, bringing together people from all walks of life to experience the
museum in a new way. The museum itself is a cultural celebration that takes
influence from around the world, with exhibits ranging from Egypt to
dinosaurs to the history of the Americas. Mixers & Elixirs brings together the
ancient and the modern, contrasting the culture of modern Houston with the
stories of the past. Visitors can walk the museum while enjoying live music
from local bands and DJs, food trucks, locally-crafted cocktails, and walking
in and out of dance halls.
Each monthly party has a different natural-science-oriented theme, with
past examples including “Talk Like a Pirate Day”, “Pluto Pity Party”, and “May
the Fourth be With You.”
Situation Analysis — About Mixers and Elixirs
Mixers & Elixirs is conveniently located in the heart of downtown
Houston, adjacent to The Houston Zoo and Texas Medical Center, and only a
short drive away from NRG Stadium, Midtown, and the University of Houston.
It’s more than just a party; Mixers and Elixirs brings together the best and
brightest from all around Houston for a party like no other. (Hogstrom, 2014)
Situation Analysis — Competitors
Mixers & Elixirs is an event like nothing else in Houston, but it does
compete for the same kinds of attention as many of Houston’s most popular
attractions. By combining elements of education and nightlife, Mixers &
Elixirs indirectly competes with numerous activities around town: the bars at
Midtown, concerts at venues like Miller Outdoor Theater, events at NRG
Stadium and other venues, Houston’s 18 other museums, and the dozens of
other events included in Houston Press’s Summer Event Guide. (Viggiano,
2015)
Houston’s diversity and size have led to a saturation in the market for
culture, arts, and entertainment, so the Museum of Natural Science has its
works cut out for it when it comes to cutting through the clutter of options
presented to the 21-44 demographic within Houston. Mixers & Elixirs presents
a unique offer that allows the museum the opportunity to grab a slice of this
in-demand demographic: convenient downtown location, drinks, unique
atmosphere, and interesting people.

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Houston Museum of Natural Science Plans Book

  • 1. Mixers and Elixirs Houston, TX — November 6, 2015 Team 4: Hannah Alkadi, Ruben Avila, Kelsey Boylan, Kendell Brandon, Crista Faith Castro, Christian Davis, Hunter Landrum, Diego Portillo, Michael Snell Hosted by Lopez Negrete
  • 2. Mission Statement and Table of Contents To create awareness and generate higher attendance for the Houston Museum of Natural Science’s monthly summer event, Mixers and Elixirs. ◎ Executive Summary ◎ Situation Analysis ◎ Demographics ◎ Research Methodology ◎ SWOT Analysis ◎ Creative Brief ◎ New Logo ◎ Social Media Plan ◎ Executions ◎ Media Plan ◎ Budget ◎ PR and Cross-Promotion Opportunities ◎ Evaluation Methods ◎ Conclusion
  • 3. Executive Summary When we go to a museum we’re looking to learn, but more than that we’re looking to be amazed. We want to see a T-Rex, to discover something about the past that seems beyond imagination. But what about when we’ve already been to the museum a couple times, and run out of adorable relatives to bring there? What keeps us coming back? We think that special something that keeps Mixers and Elixirs fresh month after month is the people who attend. The people who attend are also a big part of what differentiates Mixers and Elixirs from other nightlife options in Houston. The crowd attracted to Mixers and Elixirs are more adventurous and intellectual than your typical consumer. Based on this insight, we’ve created a campaign that highlights the people who go there. We want to focus all the interesting people who attend these events in a witty relatable way to encourage people to come as well as giving them the opportunity to participate. We believe given the amount of time our target spends online are budget will go furthest if we spend it on social media and guerilla marketing to increase engagements online and gain earned media.
  • 4. Situation Analysis — About Mixers and Elixirs Mixers & Elixirs is Houston Museum of Natural Science’s summer block party, bringing together people from all walks of life to experience the museum in a new way. The museum itself is a cultural celebration that takes influence from around the world, with exhibits ranging from Egypt to dinosaurs to the history of the Americas. Mixers & Elixirs brings together the ancient and the modern, contrasting the culture of modern Houston with the stories of the past. Visitors can walk the museum while enjoying live music from local bands and DJs, food trucks, locally-crafted cocktails, and walking in and out of dance halls. Each monthly party has a different natural-science-oriented theme, with past examples including “Talk Like a Pirate Day”, “Pluto Pity Party”, and “May the Fourth be With You.”
  • 5. Situation Analysis — About Mixers and Elixirs Mixers & Elixirs is conveniently located in the heart of downtown Houston, adjacent to The Houston Zoo and Texas Medical Center, and only a short drive away from NRG Stadium, Midtown, and the University of Houston. It’s more than just a party; Mixers and Elixirs brings together the best and brightest from all around Houston for a party like no other. (Hogstrom, 2014)
  • 6. Situation Analysis — Competitors Mixers & Elixirs is an event like nothing else in Houston, but it does compete for the same kinds of attention as many of Houston’s most popular attractions. By combining elements of education and nightlife, Mixers & Elixirs indirectly competes with numerous activities around town: the bars at Midtown, concerts at venues like Miller Outdoor Theater, events at NRG Stadium and other venues, Houston’s 18 other museums, and the dozens of other events included in Houston Press’s Summer Event Guide. (Viggiano, 2015) Houston’s diversity and size have led to a saturation in the market for culture, arts, and entertainment, so the Museum of Natural Science has its works cut out for it when it comes to cutting through the clutter of options presented to the 21-44 demographic within Houston. Mixers & Elixirs presents a unique offer that allows the museum the opportunity to grab a slice of this in-demand demographic: convenient downtown location, drinks, unique atmosphere, and interesting people.
  • 7. Situation Analysis — Problem and Objective The Problem Mixers & Elixirs targets the demographics that don’t normally attend science museums: Millennials and Gen Xers who are out of college but do not yet have a family. These adults, aged 21-44, do not typically associate parties and social outings with science museums. The problem for the Houston Museum of Natural Science is making their target demographic aware of and interested in attending a social event at a museum. Objectives The client’s objectives include: - Defining the characteristics of the target market, adults ages 21-44 in Houston - Increasing target market awareness of Mixers & Elixirs events - Increasing target market attendance at the 3 Mixers & Elixirs events next summer
  • 8. Situation Analysis — Consumer Profile Target Market: The target consumer is between the ages of 25-44, with a minimum age of 21. Generation X and Y are a broad example of this age demographic. Primary market. Common segment traits include culturally awareness, college educated, single urban young professionals without children. Example data is provided for selected zip-code regions within the Houston area as representative of the target market segment (Claritas). Cumulatively, the target audience consists Media Strategy – The target market is heavily influenced by trend setters, local word of mouth, and alternative channels. Publications such as The Houston Press, Houston Chronicle, Out Smart Houston, and Free Press Houston are key targets with a wide audience and trendsetting influence. Due to budget constraints, focus should be made on sharing evidence of “something new” with Mixers and Elixirs or requesting a review or other feature on the event. These channels thrive on having their pulse on the unique events around Houston that a diverse and urban explorer readership crave. By HMNS featuring a local “pop-up” bar or upstart brewery as the alcohol sponsor, as well as implementing other creative and interactive themes, this would provide a basis for a “new look” of Mixers and Elixirs to be shared with this captive audience.
  • 9. Situation Analysis — Consumer Profile Bohemian Mix – “A collection of mobile urbanites, Bohemian Mix represents the nation's most liberal lifestyles. Its residents are an ethnically diverse, progressive mix of young singles, couples, and families ranging from students to professionals. In their funky row houses and apartments, Bohemian Mixers are the early adopters who are quick to check out the latest movie, nightclub, laptop, and microbrew” (Claritas). Urban Achievers – “Concentrated in the nation's port cities, Urban Achievers is often the first stop for up-and-coming immigrants from Asia, South America, and Europe. These young singles, couples, and families are typically college- educated and ethnically diverse: about a third are foreign-born, and even more speak a language other than English” (Claritas). Young Digerati – “Young Digerati are tech-savvy and live in fashionable neighborhoods on the urban fringe. Affluent, highly educated, and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars--from juice to coffee to microbrew” (Claritas).
  • 11. Zip Code Breakdown 77006 -Bohemian Mix -Urban Achievers -Young Digerati Population of 20,660, median age 38.1 with 50% population between ages 21-44 (Claritas). Approximately 60% single person households, 90% no children. 77019 -Bohemian Mix -Urban Achievers -Young Digerati Population 20,694, median age 38.6, with 43% population between ages 21-44 (Claritas). Approximately 45% percent single person household, 55% no children (Claritas). 77098 -Bohemian Mix -Urban Achievers -Young Digerati Population 13,637, median age 37.2, 50% population between ages 21-44 (Claritas). Approximately 55% single person household, 70% no children (Claritas). 77007 -Bohemian Mix -Young Digerati Population 34,141, median age 35.3, 50% population between ages 21-44 (Claritas). Approximately 55% single person household, 50% no children (Claritas). 77008 -Young Digerati Population 32,825, median age 38.4, 36% population between ages 21-44 (Claritas). Approximately 55% single person household, 70% no children.
  • 12. Zip Code Breakdown — Continued 77002 -Bohemian Mix -Urban Achievers -Young Digerati Population 17,066, median age 33.9 , 64% population between ages 21- 44 (Claritas). Approximately 70% single person household, 95% no children. 77003 -Urban Achievers -Young Digerati Population 11,507, median age 33.4, 46% population between ages 21-44 (Claritas). Approximately 40% single person household, 75% no children. 77005 -Bohemian Mix -Urban Achievers -Young Digerati Population 26,078, median age 38.2, population between ages 21- 44 (Claritas). Approximately 25% single person household, 45% no children. 77027 -Bohemian Mix -Young Digerati Population 15,284, median age 39.4, population between ages 21-44 (Claritas). Approximately 55% single person household, 65% no children.
  • 13. Research Methodology Both primary research and secondary research were conducted in order to better understand our target audience and create a better campaign. Qualitative and quantitative data originated from surveys of available online promotional materials, HMNS’s social media profiles, online databases, U.S. census data, consumer interviews, and ethnographic research to better understand our demographic in order to meets the needs of our objectives.
  • 14. Primary Research We found that Mixers & Elixirs has largely failed to effectively reach out and appeal to the target market. Those who had attended a Mixers & Elixirs event were often enthusiastic and quick to share their experience online. This demographic consumes a great deal of entertainment and regularly attends summer events; Mixers & Elixirs stands out in the minds of attendees but, in the minds of the uninitiated, isn’t as appealing as other forms of entertainment and nightlife. Sources of primary research included: - Interviews with event attendees and patrons of HMNS - Analysis of social media related to and produced by HMNS - Analysis of HMNS’s existing online presence - Calls to local radio stations NPR and Pacifica -
  • 15. Secondary Research Secondary research gave us a broader perspective on our findings regarding our target market, allowing us to show factual, relevant information about the needs and wants of the adults of the Greater Houston Metro. Millennials and Gen Xers offer a unique opportunity to increase the attendance and interest in the HMNS. Secondary research largely delved into the mind and wallet of the target market: how they think and how they spend. Our research led us to decide on creative executions that fit the target market and piqued their interest. Sources of secondary research included: - U.S. Census Data - Claritas.com Zip Code Database - Online articles pertaining to social media best practices - Houston Press’s list of summer events in Houston - Houston Museum District’s webpage
  • 16. SWOT Analysis STRENGTHS ● Unique event venue ● In the heart of Houston culture scene ● Music, food, drink ● Large member network ● Established event history, 10+ years WEAKNESSES ● Budget available ● Event execution issues - long waits for guests ● Inconsistent schedule, difficult to cement expectations ● Outdated logo ● Not interactive - static exhibits ● Unclear image, lack of awareness among younger generation OPPORTUNITIES ● Partner with local brewers/mixologists ● Uber ● Recent influx of target market, economic/population growth. ● Engage with customers on SM ● Make event more interactive, add additional value ● Tie in food/drink with exhibits/themes THREATS ● Competing nightlife ● Perceived cost/parking barriers ● Overly promoting “Geek Culture” may alienate other millennial demographics ● Being drowned out by competing promotions on Museum SM accounts ● “Post one and done” strategy not ideal, repeat notice needs to take place on SM
  • 17. Creative Brief Why are we advertising? To increase Houston Museum of Natural Science’s attendance and awareness at its summer Mixers & Elixirs events. Whom are we talking to? Houstonians ages 21-44, namely Young Urban Professionals. What do they currently think about the product, client, brand? Most people either don’t know about the events, don’t see the appeal of a party at a museum. What would we like them to think? We would like the target to think that Mixers and Elixirs is a unique summer party full of Houston’s most interesting people.
  • 18. Creative Brief — Continued What is the single most persuasive idea we can convey? At a museum party, people make the most interesting exhibits. Why should they believe it? Because party at a museum is the perfect way to bring together intelligent, interesting people for a social experience like no other. Are there any creative guidelines from the client? Don’t change the name of the event, utilize our existing social media outlets, and include a
  • 19. Campaign Theme “People make the most interesting exhibits.” Our campaign’s theme is intentionally simple and plucked directly from the “most persuasive idea” in our Creative Brief. It conveys the reason adults ages 21-44 attend social gatherings: to meet interesting people. Many young adults see museums as a staid and uninteresting tourist destination, not as a place to meet people, so our theme is about turning those expectations on their head. Attendees at Mixers & Elixirs aren’t just visiting a museum, they are the exhibits at a lively and always-changing summer event, part of the cultural fabric right at the epicenter of Houston. Our implementations reflect this, each describing what it’s like being part of a living exhibition.
  • 21. Social Media Plan STRATEGY ● Relevance: HMNS social media posts have more successful when the topic is relevant and trending on that day. Signing up for a free service like Encore’s Weekly Sidekick will allow for posts that can promote Mixers and Elixers while also keeping it in line with what is going on in the real world. ● Engagement: Rather than just retweeting, favoriting, or ignoring, HMNS should be having conversations with their passionate followers. Social media users consider talking to a brand to be very fun. ● Featuring: Crowdsource from users posting in the event hashtag, and @- mention them. They will share with their friends that they got the attention and more users will be likely to do the same thing. ● Header photos: Dates and times for the Mixers and Elixers event should be on FB and Twitter. Promotion should start early. ● Pre-promotion: Remind people that the event exists months in advance with #TBT (Throwback Thursdays) or #FBF (Flashback Friday).
  • 22. Social Media Plan — Continued TONE Witty tone on their social media. We believe that that a humorous tone not only resonates with the target audience but increases shares. TIMING We recommend using Facebook and Twitter analytics to get a better idea of the best times to post, rather than posting multiple times a day to maximize shares. PLATFORMS ● Facebook: ~5 posts a day. ○ Suggestions: 1 post a day. Articles from different museums or news stations don’t have the same effect as a post indexed under a trending hashtag. ○ ● Twitter: ~5 posts a day. ○ Suggestions: 2-3 scheduled posts/day, interactive. Twitter is for conversations and HMNS can leverage their eager audience on Twitter to create a more engaging experience. ● Instagram: ○ Suggestions: 2-3 posts/day. Photos have less information to digest as opposed to a text post. HASHTAGS #HMNS Suggested: #IAmTheExhibit
  • 23. Social Media Plan — Continued PROMOTION ● Free elixir: A picture of a unique drink with a small post advertising that the first drink at the event is free. @-mention the brewery who sponsored that drink for them to also share the photo. ● Crowdsourcing: People who post their photos from the event will receive recognition on the museum’s social media and will encourage more participation from other guests. ● Website: The event should have a page of its own on the website highlighting the band playing, the drink menu, and price. ● Uber discount code: Partnering with popular app Uber would allow for people to be able to ride back and forth to the event without endangering their lives, providing more of an incentive to attend. ● Cross-promotion: Partnering with local breweries, the live band, and the food trucks for them to also promote the event on their social accounts.
  • 24. Executions — Radio Spot “There’s a new exhibit coming to Houston’s Museum of Natural Sciences. For one night only, we’ll have some very unusual specimens: come see, “Geologists trying to dance” and “A Conversation without Cellphones”. All this and more only at Mixers and Elixirs an after hours party at the Houston’s museum of Natural Sciences the first Wednesday of every month this summer. There’ll be live music, Food Trucks, Cocktails, oh and also dinosaurs but don’t worry this party is anything but dead. For more details visit www.hmns.org.”
  • 25. Executions — Digital Space and Print
  • 26. Executions — Digital Video Storyboard
  • 27. Executions — Digital Video Storyboard
  • 28. Executions — Digital Video Storyboard
  • 33. Media Plan With this budget we think social media will be more effective than print or radio which we wouldn’t be able to buy ads in with sufficient frequency to reach a majority of our target market. In order to reach 21-44 year old Houstonians with our limited budget our big idea for media placement is to focus on social media and to have a guerilla portion of our campaign that will encourage people to share content about the event as well as gaining earned media. A large portion of this demographic spends a lot of time on social media like Facebook, Instagram and Twitter, which makes it good place reach them and word of mouth will be more relatable. A high concentration of our target spends time in Downtown Houston, so right before the event we hope to have guerilla marketing there, as detailed in our creative strategy. We hope this as part of a comprehensive media plan that heavily emphasizes social media will spread the word and increase awareness about the event focusing on word of mouth and gaining earned media. We hope
  • 34. Mixers and Elixirs Media Budget June July August Social Media $150 $150 $150 Facebook $150 $150 $150 Instagram $125 $125 $125 Twitter $100 $100 $100 Snapchat $50 $50 $50 Promotional Materials Equipment $150 $150 $150 Guerilla Equipment $250 Creating Video $500 Total $825 $1075 $575 Grand Total $2475
  • 35. PR and Cross-Promotion Opportunities Mixers & Elixirs grew in popularity by including local talent, primarily DJs, food trucks, and bands. We will expand the cross-promotional relationships with these and other partners in order to take advantage of their networks and influence on the local arts and culture scene. We intend to expand this offering, adding local mixologists and breweries to each event’s lineup. We believe that a rotation of each of these five variables will distend the unique environment of each month, keeping attendees coming month after month, instead of leaving think that they’ve seen all Mixers & Elixirs has to offer.
  • 36. Evaluation Methods We intend to evaluate the effectiveness of our campaign via online interactions and attendance counts, which can be tracked with simple record keeping and comparison between this and last years’ attendance and online metrics. Based on our group’s prior experience in event promotion, we estimate that 10% of those who interact meaningfully with any of HMNS’s social media pages will ultimately attend an event.
  • 37. Conclusion What you’ve just read encapsulates the total ambition and effect of our campaign, “People make the most interesting exhibits.” It started with a realization that this event isn’t about mixers or elixirs, it’s about bringing smart, insightful people together. Leading with that, we looked into the best media to reach our audience and created the most exciting executions we could to communicate our idea. We considered our limited budget and crafted strategies that would encourage interactions and social sharing. Like any good plan, ours relies on careful measurement, and we detailed how we will gauge the campaign’s effectiveness and build on it.
  • 38. Appendix ◎ Hogstrom, Kim. 2014. “‘Mixers & Elixirs back for more brainy mingling at the museum’” ◎ http://www.yourhoustonnews. com/greater_houston/entertainment/mixers-elixirs-back-for-more- brainy-mingling-at-the-museum/article_37790321-e6fc-5158-8487- 11cebd54abca.html ◎ Viggiano, Brooke. 2015. “The 2015 Houston Summer Events Guide” http: //www.houstonpress.com/arts/the-2015-houston-summer-events- guide-7438509 ◎ U.S. Census Data ◎ Claritas.com Zip Code Database ◎ Online articles pertaining to social media best practices ◎ Houston Press’s list of summer events in Houston ◎ Houston Museum District’s webpage ◎
  • 39. Credits Special thanks to all the people who made and released these awesome resources for free: ◎ Presentation template by SlidesCarnival ◎ Photographs by Unsplash & Death to the Stock Photo (license) As well as ◎ Claritas