Internship Final Project

RYAN WALL
Marketing Intern,
The Franklin Institute
222 N. 20th St.
Philadelphia, PA 19103
COM 461- Fall 2016
FINAL PROJECT
Site Supervisor:
Maura Roche
Marketing Manager,
The Franklin Institute
P: 215.448.1129
E: mroche@fi.edu

Ryan Wall | Marketing Intern, Fall 16 2
INTRODUCTION
During the Fall 2016 semester, I completed a fourteen-week marketing internship with The
Franklin Institute (TFI) in Center City Philadelphia. During this time, I spent 169.5 hours on
site. All of my work was individual, and I attended a weekly Marketing Team meeting.
By the end of my internship, I:
 completed several writing assignments for internal and external use
 compiled data on the over 20,000 promotional materials I personally distributed
 completed training guides for future interns
 maintained accurate and up-to-date records concerning various strategic initiatives
 learned more about the atmosphere of a fast-paced administrative office at a larger
nonprofit cultural institution
ABOUT THE FRANKLIN INSTITUTE
“In the spirit of inquiry and discovery embodied by Benjamin Franklin, the mission of The
Franklin Institute is to inspire a passion for learning about science and technology.”
As the most-visited museum in the commonwealth of Pennsylvania, The Franklin Institute
reaches over 1 million people each year. Founded in the spirit of Benjamin Franklin, TFI is
one of the leading science centers in the country, and is a top-five destination within the city
of Philadelphia. It serves as a prominent cultural and educational resource. In addition to its
historic museum’s capacity as a learning space, the Institute has expanded to provide its
resources around the region through various workshops, programs, and online ventures.
The Franklin Institute has several permanent exhibits, including the famous “Giant Heart.” It
also has space to house traveling exhibits, two of which are currently open: “Jurassic World”
and “Robot Revolution.” Much of my work dealt with these two exhibits and generating
public interest in these limited engagements.
“Jurassic World” (Running from November 25, 2016- April 23, 2017) is presented in
collaboration with Universal Studios and features dinosaur fossils and interactive elements
based on the blockbuster movie. “Robot Revolution” (October 8, 2016- April 2, 2017)
features some of the groundbreaking robots that are improving life as we know it. Because
these two exhibits have sponsors and are not owned or presented exclusively by TFI, there
are many stakeholders and legal guidelines that must be followed when dealing with
external publics. As such, much of my work was done in internal communications for the
organization.

PROJECT CONTENTS
As the Marketing Intern, I was involved in a variety of projects and assignments. This final
portfolio serves as a compilation ad summary to highlight some of the different work I
completed.
Skill Inventory………………………………………………………………………………………………………………..…3
Membership Email Analysis Instruction Manual……………………………………………………………..….5
Rack Card Inventory Outreach…………………………………………………………………………………………10
Hotel Partner Outreach Letter…………………………………………………………………………………………11
Meet the Techs………………………………………………………………………………………………………………12
Various Spreadsheets…………………………………………………………………………………………………….16
Sample promotional material………………………………………………………………………………………….18
SKILL INVENTORY FOR SELECTED PROJECTS
Project Audience Description Skills Demonstrated
Membership
Email
Analysis
Instruction
Manual
For internal
use:
Marketing
Department
A how-to guide for inputting and
extracting data into the
“Membership Analysis”
spreadsheet. This spreadsheet is
used throughout the Marketing
Department, and I was tasked with
creating a guide to ensure data was
compiled in a uniform manner by
other professionals and
subsequent interns.
-Ability to write clearly
and effectively
-Ability to demonstrate
working knowledge of
excel and impart this
skill onto others
-Ability to follow
supervisor’s
instructions,
understand them, and
convey them so they
can be followed by
others in the future.
Rack Card
Inventory
Outreach
For internal
use:
Marketing
Department
and Group
Sales
My main assignment consisted of
contacting local venues and
companies and amassing a
database of partners to which we
could send promotional materials. I
contacted over 300 locations and
set up a spreadsheet with contact
information and venue preferences
to be used for all future traveling
exhibits. Some locations were past
partners, but I secured new partners
and increased TFI’s outreach by over
4,000 promotional materials.
As a means of better collecting data,
I broke the locations into 11 sub-
groups to analyze trends and utilize
-Organization
-Interpersonal phone
skills
-Ability to categorize,
classify, and analyze
data quickly
-Willingness to make
suggestions to
supervisor based on
my observations
-Ability to present
data in an easily-
digestible format

a more targeted strategy. TFI will
continue to use this spreadsheet
and my suggested sub-groups for
future exhibits.
This sheet in particular was a brief
snapshot of data analysis presented
to my supervisor so she could
quickly get a glimpse of the data
and statistics regarding our external
outreach and impact.
Hotel Partner
Outreach
Letter
For external
use:
promotional
partners
Letter written by me for the Group
Sales director. These were sent out
to about 100 hotels in the greater
Philadelphia region with
accompanying promotional
materials. Note the legal disclaimer
in the footnote.
-Ability to pitch to
organization
-Able to clearly and
cogently write a
business letter
-Adhere to strict
deadline
“Meet the
Techs”
For external
use: Social
Media and
Website
This feature-style piece of content
is currently being adopted for
publication on TFI’s website and
social media. It highlights the
various robotics technicians and
allows the public to connect with
the individuals who work on the
exhibit’s daily upkeep.
-Feature writing
-Deadline pressure
-Concise writing
Selected
Spreadsheets
For internal
use:
Marketing
Department
These documents represent some
of the data I have worked with this
semester and give some insight
into what my role as the Marketing
Intern entailed.
-Data Entry
-Data Analysis
-Pivot Tables
-Mastery of Excel

MEMBERSHIP EMAIL ANALYSIS INSTRUCTION MANUAL
Membership Analysis Email Plan
The 2016 email plan is an extensive and vital document needed for analyzing trends in
receivers’ reactions to eblasts and other emails. The document can be found via:
Marketing Matrix → Publications→ Eblasts→ Planning →2016_EmailPlan.
Within the document are multiple Excel tabs. The tab labeled “2016 Detail” contains a
running list of every eblast/email sent by the marketing department. The other tabs contain
analyses of certain email types. The Membership Analysis tab contains a breakdown of the
three membership email types: Spectacles, Renewal, and Acquisition. It’s a lot of data, and
it looks overwhelming at first (Don’t worry- it’ll all make sense soon!). Take a second to look
through the spreadsheet and try to understand some of the data (from left to right):
Header Meaning
Day of Week/Month/Date Date scheduled to send emails
Email Name In-house way to refer to
email/email’s most likely name in
Constant Contact
Type Dept. sending the email
Segments Types of people getting the email
Features General subject of email
Highlights 1,2,3 Areas of importance in email
**These are basically completed for the full year, but it helps to understand their
purpose.
A quick note: information is crossed out after the date has passed. Information is red if it is
being sent out on that date.
Now that you understand some of the data, we can look at what you will be entering into the
spreadsheet. On the right side of the spreadsheet, you should see lots of columns with
formulas (ex. #DIV/0!). These formulas will automatically update and convert into
percentages once you enter data into the form. If a formula is ever deleted accidentally, you
can just drag another formula over the incorrect cell and it will fix itself.
When updating the Membership Analysis, you’ll want to go to the Constant Contact account
and click on the “Emails” tab (The CC login information should be on the bulletin board to
the right of the computer). Select the “Sent” emails- these are what you will be entering into
the “2016 Details” spreadsheet.
Note that the name of the headers in the 2016 Details Doc use data that has a different
name in Constant Contact. Here is what the rest of the columns indicate (this is what you will
be filling in). Take a moment to look at the data and explore Constant Contact to familiarize
yourself with the content.

Enter the data from Constant Contact and put it into the 2016 Email Plan spreadsheet. After
each column is completed, the percentages should change to reflect the data.
Header in 2016
Details Doc
Meaning Name in Constant Contact Location in
Fig 1
Sent Date Actual date the Email was
sent (usually matches the
date it was planned, but not
always)
Run Date 1
Time Actual time the email was
sent
Run Date 2
Addresses Total Number of addresses
email was sent to
Sent 3
# Unique Opens Number of initial opens Opened 4
# Total Opens Total number of opens (if
people opened it twice, etc.)-
this will always be equal to or
a bit higher than #Unique
Opens
Click on the number
“Opened” and you will see
the same number as the
previous screen. Then
click on “Display” and
select “All opens” (See Fig
2)
12
# Unique Clicks Number of initial clicks “Clicked” on the hometab
OR on the menu to the
left (See Fig 2)
Fig 1: 5
Fig 2: 13
# Total Clicks Total number of clicks (if
people clicked multiple
times, etc.)- this will always
be equal to or a bit higher
than #Unique Clicks
Click on the number
“Clicked” on the left menu
and you will see the same
number as the previous
screen. Then click on
“Display” and select “By
Contact” (See Fig 2). This
is similar to how it works
for “#Unique Opens”
Fig 2: 13
(then click
on the
“Display”
tab, located
in the same
place as
#12)
# Unsubscribes Number of people who
unsubscribed (Boo!)
Unsubscribed 6
Subject/Subject
2
Subject of the email as seen
by the recipient
Subject/Preheader Text 7
Bounces Number of emails that did
not go through
Bounces 8
Deliveries Total number of emails that
were delivered ***This does
not need to be entered by
you- it is set to subtract
certain columns from other
columns
N/A N/A
Social Shares Number of times email was
shared on social media
Click “Printable Report”
(See Fig 1) and then scroll
Fig 1: 10
Fig 3: 14

down to “Social Shares”
(See Fig 3)
#1,2,3 Clicked Top three links clicked Click “Printable Report”
(Fig 1) and then record
the top three links for that
email. Most of them
should have keywords
that will autofill in the
spreadsheet, but some
will be manual
Fig 1: 10
Fig 3: 15
Figure 1 (Homepage when you open up an email’s data)
Figure 2 (If you click on one of the bolded blue numbers (#s 3,4,5 in Fig 1)

Figure 3: For “Social Shares” and Top 3 Links (Accessible by clicking on #11/12 in Fig 1)
****Note that there will often be 0 Shares and sometimes there might not be many click-
through stats- that’s ok! Just enter in nothing.
Pivot Tables
Pivot Tables are really helpful tools to analyze data. For this set of data, refer to the
“Membership Analysis” tab on the bottom of Excel. Currently, there are five tables: “Overall
Membership Email Analysis,” “Membership Spectacles,” “Membership Renewals,”
“Membership Acquisition,” and “Most-Clicked Links in Membership Spectacles” (FYI:
Spectacles is the name of TFI’s newsletter). These should update automatically when you
enter data into the “2016 Details” form because they are all linked back to it.
If you ever need to make a new pivot table, take some time to do some research on Pivot
Tables. They’re a bit difficult to get used to, but eventually can be very quick and simple to
make. It is also helpful to refer to old pivot tables to see how they are set up. If you click on a
pivot table, a menu will appear on the right side of Excel with different column/row labels,

and values. By mimicking the format of older pivot tables, you might be able to create newer
ones more easily. It isn’t very hard to create them or edit them, so fool around with it a bit.
Helpful Sites
(Good to refer to, but trial and error is a really great way to become comfortable with them)
https://exceljet.net/things-to-know-about-excel-pivot-tables
http://www.excel-easy.com/data-analysis/pivot-tables.html
https://www.timeatlas.com/excel-pivot-tables/

RACK CARD INSTANT DATA OVERVIEW
Off-Site Brochure Distribution List:
Robot Revolution & Jurassic World
Oct-Nov 2016
**Current as of 11/16/16 1:15 PM
314 Off-Site Locations Representing 11 different sub-groups:
Attractions (23/26) Avg. 35/location
Bar/Tavern (1/40) Avg. 50/location
College (13/13) Avg. 48/location
Community Outreach (0/12) -
Hotel (9/12) Avg. 31/location
Religious (0/1) -
Restaurant/Café (0/140) -
Restaurant/Café- Promotional Partner (18/21) Avg. 33/location
Services (9/17) Avg. 50/location
Theaters (0/6) -
Tourism (21/26) Avg. 53/location
______________________________________________________________________________
Total Contacts 92/314 =29% Avg. 38/location
Robot Revolution: 3920 Contacts + 1 Box IVCC (2250) + 500 PHL Airport = 6670 total
Jurassic World: 3920 Contacts + 1 Box IVCC (3175) + 500 PHL Airport= 7595 total
Virtual Reality: 1 Box IVCC (2100) + 500 Airport= 2600 total
General Visitor’s Guide: 100 Contacts + 1 Box IVCC (950) + 300 PHL Airport= 1350 total

HOTEL PARTNER OUTREACH LETTER

MEET THE TECHS
Jason Dornbrush
Teaser on Social Media:
Behold, the humble Roomba! Robotics technician Jason Dornbrush thinks the Roomba is
changing the world, and he can tell you about it when he’s working in the Robot Revolution
exhibit! Meet Jason and our other technicians here.
Full Story:
From deep-sea exploration to car production, robots have changed the world in countless
ways. But for Robot Specialist Jason Dornbrush, these complex machines have nothing on
the humble Roomba.
“The Roomba is my favorite robot in the exhibit. It is an example of how robots will change
the way we live, and it’s available to everyone now,” he says.
He’s right- robots are changing the way we live, in every aspect of our lives, and they have
been for a long time. In his hometown of Muscatine, Iowa, early robots helped transform the
local economy into an industrial powerhouse: they turned a sleepy city on the Mississippi
River into the largest producer of pearl buttons in the world.
Dornbrush has seen firsthand how robots can make the impossible possible. His love for
robotics comes from his interest in the emerging science field and how it will allow students
and researchers to develop machines that can do almost anything.
A proud University of Northern Iowa alumnus, Dornbrush attained his BA in General Studies,
with an emphasis in Natural Science, Education, Humanities, and Fine Arts. He is an alumni
member of Tau Beta Sigma, a co-educational national honorary band sorority, and an
honorary member of Kappa Kappa Psi, the national honorary band fraternity.
When he’s not playing music, you can find Dornbrush tinkering around the exhibit,
interacting with robots right before your eyes. They may not be quite as cool as the Roomba
in his eyes, but they’re still changing our world, one nut and bolt at a time.
Fred Bastian
Robots are cool, futuristic, and…magical? Technician Fred Bastian sure thinks so! Get to know
more about Fred and our other robotics technicians here.

Full Story:
Ask Fred Bastian about robots and he’ll tell you how magical they are.
As an avid visitor to Disney World, Bastian became interested in robotics due to his love of
ride design and automation. He was fortunate enough to be selected for a competitive
technology position at Disney World.
Bastian, a Philadelphia native, is an Arcadia Knight who studied computer science and
mathematics. Since joining The Franklin Institute, he’s realized some of the more interesting
and practical uses for robots. His favorite robot in the exhibit is the Robotis-Mini, the
“adorable mini humanoid robot,” because he believes it perfectly exemplifies the
experience: it’s both approachable and engaging.
“Currently, I'm very interested in how entertainment, education, and technology can be
combined to create engaging learning experiences,” he says.
In addition to Robotis-Mini, there are over 40 robots in Robot Revolution that will dazzle you
with their tricks, talents, and abilities. Be sure to catch Bastian hard at work making some
magic of his own as he makes these robots come to life.
Harlan Chernoff
Walk around Robots Revolution and you’ll see some of the world’s most futuristic ‘bots, a
whole lot of smiling, and maybe even Harlan Chernoff! Meet Harlan and our other smiling
technicians online here
Full Story:
As a graduate of Penn State University, Harlan Chernoff spent his college years in the Happy
Valley studying mechanical engineering. When asked what makes him happy, he’s quick to
respond: robots, robots, robots!
“I’m interested in robotics because I believe it encompasses my favorite fields of
engineering: mechanical, electrical, and computer engineering,” he says.
Chernoff’s passion for engineering has led him to work at companies like General Electric
and Alcoa. His native Pittsburgh, the quintessential “Steel City,” has become one of the
leading hubs for engineering and robotics in the world.
While Chernoff has worked with countless robots, his favorite in our exhibit is the FANUC
robot. FANUC stands for Factory Automatic Numerical Control, and is one of the world’s

leading industrial robotics manufacturers. FANUC robots are found in a variety of industries
and can be used for parts transfer, assembly, welding, machine tending packaging, painting,
and much more. They can make almost anything! Chernoff is drawn to these robots because
of their high accuracy and precision at high speeds.
Robots like FANUC help make everything in our lives, and technicians like Chernoff help
keep these robots fully operational. He loves working with robots to make sure everything
functions correctly. Next time a robot needs a tune up, be on the lookout for Chernoff as he
does what makes him happy- so he can make you happy!
Adrian Choy
When Adrian Choy started out working in robotics 10 years ago, the world was a different
place. Robots were taking us to Venus, the Wii made its debut, and Paro the seal was
introduced to hospitals around the world. Paro, a therapy robot, is currently featured in our
Robots Revolution exhibit, where Adrian works as a technician! Read more about Adrian’s
exciting work with robotics here.
Full Story:
What will the world be like in 10 years? Nobody knows, and to Adrian Choy, Lead Robotics
Specialist, that’s exactly what makes working with robots so exciting.
“Robotics is a diverse and unpredictable field. Being involved with robotics allows me to see
the latest and greatest technology come to life,” he says.
Choy has worked with robots for over 10 years and started off working in a company that
automated factory machines. In college, the Chicago native studied Mechanical Engineering.
Since then, he has entered competitions like FIRST (For Inspiration and Recognition of
Science and Technology) and RoboBoat, where he was able to show off his robotics
expertise.
This tech-lover is excited to see where the field of robotics is going and what innovations lie
ahead. His favorite robot is Baxter, a smart, collaborative robot that is easily trained for a
wide range of simple, repetitive tasks. Baxter is also a favorite of smaller companies with
fewer resources because specialists aren’t needed to program them. They can work side by
side with people to make arduous processes more efficient. In Robot Revolution, Baxter can
be seen besting human adversaries in Tic-Tac-Toe.
“I believe robots like Baxter will be a part of our daily lives in the near future,” Choy says
confidently.

While nobody knows exactly what the future holds, one thing is certain: Robot Revolution is
only at The Franklin Institute for a limited engagement, so be sure to check it out while it’s
still fully operational!
Keenan White
From Philadelphia born and raised, Keenan White spent most of his days at The Franklin
Institute! Nine years later, Keenan is back and loving his position as a robotics technician.
Find out Keenan’s story here.
Full Story:
Our mission at The Franklin Institute is to “inspire a passion for learning about science and
technology.” Now in his ninth year with The Institute, Keenan White is truly passionate about
his role as a robotics technician.
After starting out as a student in the PACTS (Partnerships for Achieving Careers in
Technology and Science) Robot Workshop, White became a volunteer, and later a camp
counselor. He is currently a computer science student at the University of Pittsburgh, but
works as a robotics technician for The Franklin Institute.
White studies computer science and robotics because of its limitless potential. He loves
seeing “the future” appear right before his very eyes as technology advances.
“Robotics opens up a whole new universe of possibilities for what humans can be capable
of,” he says. “From creating an android with artificial intelligence to nanotechnology that can
repair damage that doctors can’t, there's almost nothing that we cannot accomplish with
robotics.”
While White has extensive background in the field, he points out that not everyone has to
have his level of expertise to tap into the power of robotics. He admits that robots like the
UR5 are a lot simpler to use and program than people think. In fact, he considers this his
favorite robot because of its universal, straightforward appeal.
“Getting into the field of robotics has gotten much simpler over the years than people think,”
he notes.
Be sure to visit White and drop by Robot Revolution- it just might inspire you like it has
countless others.

SELECTED SPREADSHEETS
Score Card Tabulation
Logged and looked for trends in weekly comment cards for TFI. Some trends included
increase in family memberships, differences in age groups attending, and change in
marketing strategies that brought visitors to the museum. I reported these indirectly to my
supervisor during our daily meetings. At the end of the year, this data is used to partially
help justify expenditures and create new strategies. It also is used to contact new members
and to track visitors’ experiences so improvements can be made.
2016 Email Plan
As seen in the screenshot above, this document was the single most important spreadsheet utilized
by the Marketing department. It is currently 31 columns by 513 rows of detailed data that outlines
every single external e-communication, which segment it was sent with, the time it was sent, and the
overall user response. Each month, I took a day to log and analyze this data, again looking for trends.

Note the tabs on the bottom: these reports were specified to different exhibits and programs. Below
is a sample of a pivot table I completed and a sample analysis for that month’s reports. We used this
data to track what buzzwords would attract links, when to send emails, and what the actual extent of
our reach was. The entire spreadsheet was updated by myself and the Marketing Manager, who will
use the data to craft next year’s email strategy.
Offsite Rack Card Distribution List
This spreadsheet was completed entirely by myself and streamlines the entire external
communication process. I combined existing databases and did market research to locate new
promotional partners as well as partners of our competitors. I segmented them into color-coded
subgroups (e.g. Restaurants, Tourism, Attractions, etc.) that can be sorted out so only selected

segments are visible at certain times. I recorded their contact information and contacted them all to
see what their requested amount of promotional materials was. I included notes for future interns,
as this document will be used for all future traveling exhibits going forward. As of early December, it
has over 400 locations, and this will continue to grow as future interns update the list.
SAMPLE PROMOTIONAL MATERIAL
These rack cards were the two primary materials I sent out. Though they were not created by
me, they provide an example of the types of material I was working with throughout the
course of the internship.

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