The Children's Museum at La Habra hosted a visit from Daniel Tiger which drew an estimated record attendance of 1,500 people. The museum partners with PBS SoCal to promote educational activities for children ages 13 months to 7 years and leverage character appearances to raise awareness of the museum and boost attendance. Their partnership with PBS SoCal utilizes marketing strategies like print, social media, and community outreach to achieve their goals of increasing awareness of the museum and number of visitors.

1. ABOUT THE CHILDREN’S MUSEUM AT LA HABRA
Stationed in a historic train depot, Southern California’s Children’s Museum
at La Habra beckons kids to explore the world and other cultures through
the power of play. Inside its 10,000 square feet space, hands-on exhibits help
children improve their sensory, motor, creative and analytical skills, and gain
knowledge in art, science, math and English literacy. Educational activities
geared to multiple developmental stages encourage each of its 95,000 yearly
visitors to journey at his or her own pace.
MISSION | To encourage enthusiasm about learning in a hands-on
environment that opens the world to even the youngest child
The visitor line forming at The Children’s Museum at La Habra
pleasantly surprised Directors Lovely Qureshi and Maria Tinajero-Dowdle.
With the myriad children’s activities available in Southern California, they
celebrated that the PBS KIDS®
character appearance that January day was
successfully drawing people to the museum’s destination locale.
As the numbers blossomed to exceed
capacity, Lovely and Maria sensed a
good problem. They shifted plans to
accommodate the travellers who came
to meet Daniel Tiger of Daniel Tiger’s
Neighborhood, and worked hand-in-hand
with their PBS SoCal KIDS
Representative, Kim Roberson, to
provide great customer service during
the spike in turnout. Ultimately, it
culminated in an outstanding event,
with an estimated record attendance
of 1,500.
A marketing partnership with
PBS SoCal made Daniel Tiger’s
appearance possible. Realizing
common missions in childhood education, the museum signed on with PBS
SoCal in June 2015. A modest marketing budget secured an annual flighted
schedule during PBS KIDS programming. This consistency helps build
general awareness of the museum with the right audiences – kids and their
adult caregivers. The character visit itself provided a unique attraction and
the museum team wisely leveraged it via cross-promotion in various media.
MARKETING MIX
• PBS SoCal Partners
sponsorship
• Print
• Social Media
• TV Remote
• Outreach partnerships with
groups that serve kids with
special needs
MARKETING OBJECTIVES
AWARENESS | build general
awareness as a resource that
benefits childhood development
and learning
ATTENDANCE | invite parents
and caregivers who seek
educational and participatory
experiences with their children
of ages 13 months – 7 years
BOTTOM LINE
The Children’s Museum at La Habra
staff believe any organization that
is family-oriented could benefit from
sponsorship of PBS KIDS on PBS
SoCal, and report the sponsorship
was easy for them to execute and
achieved their goals.
RECORD ATTENDANCE
Lovely Qureshi, Museum Director and
Maria Tinajero-Dowdle, Assistant Director