American Museum of Natural History

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The challenge was to create an interactive technique for the American Museum of Natural History. This project was done in a consumer behavior class during the Spring semester of 2010.

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American Museum of Natural History

  1. 1. AMERICAN MUSEUM NATURAL HISTORY OF
  2. 2. AMNH OVERVEIWFOUNDED IN 1869 AND LOCATED ON THE UPPER WEST SIDE OF MANHATTAN IN NEW YORK5 FLOORS, 25 INTERCONNECTED BUILDINGS AND HOUSING 46 EXHITION HALLSSCIENTIFIC COLLECTIONS THAT SERVE AS A GUIDE TO THE ENTIRE PLANET AND PRESENT A PANORAMA OF THE WORLD’ S CULTUREBEST KNOWN FOR ITS HABITAT DIORAMAS OF AFRICAN,ASIAN, AND NORTH AMERICAN MAMALS, FULL SIZE MODEL OF BLUE WHALE, 62 FOOT HAIDA CARVED AND PAINTED WAR CANOE, 31 TON PIECE OF CAPE YORK METORITE, AND THE STAR OF INDIAREAL LIFE EXPERIENCE
  3. 3. COMPETITION
  4. 4. AMNH can offer •Educational application for children •Recreational/educational activity •Exhibits based on interests • The Butterfly Conservatory • Mystery at the Museum: AnMeet Gisel Accomplice AdventureMother of two; daughters Chelsea & •Science and Nature programChristina, ages 4 & 8 • Innovative program, offeringAge 36 weekday classes during theHousehold Income: $40,000 school year, is designed toResides in Brooklyn educate children ages 2Interests/Lifestyle through 12 and their parents•Reading•Smartphone user about the wonders of the•Stay at home mom Museum•Bringing daughters to dance & art •Foursquare discountsclass•Active lifestyle•Early Adopter
  5. 5. What can AMNH offer? •Upgraded App •Foursquare check-in specials & prizes • Get tips from friends • Half off exhibits • Alerts when an event of his interest is coming soon •Exhibits • Baseball as AmericaMeet Peter • One Step Beyond with ChromeoAge 19 • Drinks and live DJ set withResides in NYC visual effectsStudent at FordhamBaseball playerHousehold Income: $80,000Interests/Lifestyle:•Sports•Electronic music•Mathematics•Enjoys hanging with friends andattending sporting events
  6. 6. What AMNH has to offer: •Upgrade App • Exhibit schedule • Tickets • News • Exploration tool •Foursquare • Share tips with her friends • Upload pictures • Get discounts/prizesMeet Jessica •ExhibitsAge: 28 • Body and Spirit: Tibetan MedicalArtist/Teacher PaintingsResides in Queens • Annual IRIS LectureHousehold Income: $40,000 • Rooftop Farming: The newInterests/Lifestyle frontier•Exercising•Smartphone user•Painting/Drawing•Reading•Foodie•Activist
  7. 7. What AMNH has to offer? •A main tourist attraction in NYC •Foursquare • Helps to make itinerary • Discounts • Tips for tourists •App • East to navigate museum • Rent iphone in museum • Exhibit schedule • Purchase ticketsMeet Felix & Maria •Standard museum exhibitsAge: 30 •Special ExhibitsCafé owners • From east to west onResides in Spain 155th streetHousehold Income: 60,000 Euro • Walking tourInterests/Lifestyle • Lunchtime Spring bird•Traveling walks•Music • Island beats: Festival of•Latest technology Oceania•Independent Films • IMAX : journey to a prehistoric world
  8. 8. CONSUMER FEEDBACKPros Appreciative Enthusiastic Variety ExcitedCons Pricey Lacks interactive displays Lacks customer interaction Needs more recognition on the internet
  9. 9. GOALIncrease brand loyalty and twitter followersby taking advantage of the foursquareapplicationMESSAGEAt The American Museum of NaturalHistory there is something for everyone
  10. 10. FOURSQAURE DEMOGRAPHICS
  11. 11. Location-based social networking website based on software for mobile devices.Allows users to bookmark information about venues that they want to visit and surfacing relevant suggestions about nearby venuesOver 8 million users worldwide, adding around 35,000 new users each dayOver 2.5 million check-ins per day, with over half a billion check-ins in 2010Specials- mobile coupons, prizes, discounts
  12. 12. Attract new customersFoursquare Specials- • Newbie Special Rewards users on the first time visiting a venue. • First time at The Museum Shop? Take 25% off any item in the store! • First time at #AMNH? Tweet about it and rent an iTouch with the AMNH app at no cost, to help you navigate around the museum! • Friends Special Rewards groups of friends who come as a group to your business. Come with 4 friends and get 20% off admission to the Journey to the Stars exhibition! • Swarm Special Rewards large numbers of foursquare users for visiting your business. If 20 foursquare users are here at once, get a free snack at Café on 4!
  13. 13. Foursquare Specials - Reward loyalcustomers Mayor Special Helps encourage repeat visitors, and creates a fun game around frequenting the venue. The Mayor gets free admission to ANY exhibition!Loyalty Special Helps encourage people to stay loyal to the business and keep them coming back. On your 5 th time visiting us, pick an item from the shop ($25-$50) and take it home for free! Specials will not only be promoted on the Foursquare app, but also on the AMNH’s Twitter and Facebook page
  14. 14. Free Venue Stats DashboardTotal daily check-ins over timeMost recent visitorsMost frequent visitorsGender breakdown of customersWhat time of day people check inPortion of the venue’s foursquarecheck-ins that are broadcast toTwitter and FacebookAllows you to optimize Specialsovertime based on what drivessalesStaff page available that allowsemployees to interact directlywith customers
  15. 15. PAID ADVERTISINGSUBWAY & BUS EXTERIOR ADSNew York is home to more than 12 million people and has over 35 million annual visitors & commutersNew York’s MTA Subway system has 26 interconnected routes, express lines and multiple transfer locations. In 2008 average weekday subway ridership was 5.2 million, while the yearly ridership was 1.6 billionNYC buses travel along 208 local routes and 36 express bus routes throughout the 5 boroughsExterior Bus advertising constitutes the ultimate mass-reach media
  16. 16. PAID ADVERTISINGRATES- BLUE LINE MEDIASubway $200 - $500/unit/month Minimum purchase of 30-200 advertisements 100 advertisements Approximate cost: $20,0000-$50,000 per month BLM offers free production- i.e., printing- and installation of subway ad displaysBus Exterior King, Queen or Tail (i.e., bus side or bus back) $150 - $600/unit/month Minimum purchase of 25-100 bus advertisements 50 buses $7,500-$30,000 per month
  17. 17. @AMNH
  18. 18. @ AMNH
  19. 19. @AMNH
  20. 20. @AMNH

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