This is Brocolis' Blue Cow Award winning advertising campaign book from San Jose State University for the Pacific Grove Museum of Natural History.

1. DIVE
DEEPER

3. CAMPAIGN BOOK
for
PACIFIC GROVE
Museum Of Natural History

5. TABLE OF CONTENTS
Team
Executive Summary
SECTION 1:THE REBRAND
Style Guide
SECTION 2:THE RELAUNCH
Objective
Target Audiences
Review
Communication
Budgeting & Allocation
Findings & Insight
Big Idea
Creative Direction
Creative Executions
Merchandising
Integrated Media Plan & Budget
Summary
1
2
3
4
14
15
16
17
18
19
20
21
22
23
33
49
50

6. 1

7. 2

8. 3

9. The main thing that we
want to bring to the museum is a
sense of novelty.The Pacific
Grove Museum has been with the
people of the Monterey County
since 1883 and we think it’s time
to incorporate modernity into the
overall marketing campaign and
the brand.
Brand Story
Logo
Even though we focus on
bringing changes, we also value
the history that this museum has.
The logo is an updated version of
the original logo.The new logo is
a hand-drawn design that
consists of all the things that
Pacific Grove prides itself with ---
birds, trees, whales, and ocean.
The logo is unique, modern, and
it ties in the identity and history
of the museum.
4

10. 5

11. Colors
Gill Sans -Titles,Advertising
Didot - Body Type, Communications
Fonts
The colors are an updated version of the old colors as well.We want to keep the orange of
the Monarch butterflies and the green of nature as a way to keep a piece of the original design.
The colors that we decide to add are blue and yellow.The blue is to symbolize ocean and the
yellow comes from one of the displays of the butterflies.
The fonts are Gill Sans and Didot. Gill Sans is the font on the logo and also the font that
would appear in most digital documents that are typed. Gill Sans is a typeface that is has a more
rounded appearance, which goes well with our hand-drawn logo. Didot, on the other hand, is a
serif font that would be used in formal documents such as letters.
6

12. First, Last Name
165 Forest Ave, Pacific Grove,
CA, 93950, United
www.pgmuseum.org
(831) 648-5716
First, Last Name
Direction, 1st Str, 123 South
CA, 95112, United
(000) 123-4567
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consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex ea commodo consequat.
- duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat,
- vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan
- et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore
Te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil
imperdiet doming id quod mazim placerat facer possim assum. Typi non habent claritatem
insitam; est usus legentis in iis qui facit eorum claritatem. Investigationes demonstraverunt
lectores legere me lius quod ii legunt saepius. Claritas est etiam processus dynamicus, qui
sequitur mutationem consuetudium lectorum.
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litterarum formas humanitatis per seacula quarta decima et quinta decima. Eodem modo typi,
qui nunc nobis videntur parum clari, fiant sollemnes in futurum.
Sincerely,
First, Last name
7

13. Social Media
PGMuseum
PGMuseum consectetuer adipiscing elit, sed diam
nonummy nibh euismod
Use Hashtag: #PGMuseum
#hashtag#hashtag#hashtag#hashtag#hashtag#hash
tag#hashtag#hashtag#hashtag#hashtag#hashtag
#hashtag#hashtag#hashtag#hashtag#hashtag#hash
tag#hashtag#hashtag#hashtag#hashtag#hashtag
Instagram
Image Size: 1080px by 1080px
“Consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad
minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis
nisl ut aliquip ex ea commodo consequat.”
IMAGE
Facebook
Image Size: 476px by 714px
Lorem Ipsum Dolor sit Amet
Ut wisi enim ad minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
PGMuseum.org
Pacific Grove Museum @PGMuseum
Ut wisi enim ad minim veniam, quis nostrud exerci tation commodo consequat.
MEDIA
Twitter
Media Size: 1024px by 512px
8

14. Banner Ads
Skyscraper
120px by 600px
Rectangle
300px by 250px
Square
200px by 200px
Leaderboard
728px by 60px
Wide Skyscraper
160px by 600px
Tagline.
Tagline.
Tagline.
Tagline.
Tagline.
IMAGE IMAGE IMAGE
IMAGE IMAGE
IMAGE
IMAGE
IMAGE
IMAGE
IMAGE
IMAGE
IMAGE
IMAGE
IMAGE
9

15. PowerPoint Templates
10

16. PowerPoint Templates
11

17. Lorem ipsum dolor sit
amet, consectetur
adipiscing elit. Ut
vehicula dolor sed nunc
consectetur viverra.
Vestibulum vel
bibendum ipsum.
Vestibulum tempor
mattis augue, volutpat
dapibus velit cursus vel.
Phasellus tempus mi nec
volutpat lacinia. Aliquam
sed lacus sed urna
ultrices porta in non
tellus. Pellentesque eu
interdum felis, cursus
tristique urna. Etiam
mollis, augue eu
consectetur sollicitudin,
dolor nunc condimen-
tum lacus, dictum
congue risus nibh a
831.648.5716 | pgmuseum.org
IMAGE
IMAGE
IMAGE
IMAGE
Newspaper Ad
Print Ads
Event Name
Logistics
Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Ut
vehicula dolor sed nunc
consectetur viverra.Vestibulum
vel bibendum ipsum.
Vestibulum tempor mattis
augue, volutpat dapibus velit
cursus vel. Phasellus tempus
mi nec volutpat lacinia.
Aliquam sed lacus sed urna
ultrices porta in non tellus.
Pellentesque eu interdum felis,
cursus tristique urna. Etiam
mollis, augue eu consectetur
sollicitudin, dolor nunc
condimentum lacus, dictum
congue risus nibh a sapien.
Cras dolor risus, feugiat sit
831.648.5716 | pgmuseum.org | 165 FOREST AVE, PACIFIC GROVE, 93950, UNITED STATES
Flier Front
Flier Back
IMAGE
IMAGE
12

18. Outdoor Ads
CATCH PHRASE / EVENT NAME
831.648.5716 | pgmuseum.org
IMAGE
Billboard
Sandwich Board
Lorem ipsum dolor sit
amet, consectetur
adipiscing elit. Ut
vehicula dolor sed nunc
consectetur viverra.
Vestibulum vel
bibendum ipsum.
Vestibulum tempor
mattis augue, volutpat
Lorem ipsum dolor sit
amet, consectetur
adipiscing elit. Ut
vehicula dolor sed nunc
consectetur viverra.
Vestibulum vel
bibendum ipsum.
Vestibulum tempor
mattis augue, volutpat
831.648.5716 | pgmuseum.org
IMAGE
13

19. 14

20. 15

21. TARGET AUDIENCES
Young Parents
These parents are about 30 - 45 years old,
who have little kids. They live in suburbs
and commute to work in the cities. They
are tech-savvy and enjoy sharing pictures
of their kids on social media. They like to
bring their kids out on the weekends for
staycations.
Generation Z
This group of people are between 10 - 16
years old, who are in either middle school
or high school.They grew up with
technology,so they post often on social
media. They are used to learning from
screens rather than from whiteboards.
Retired
They are in the age range of 58-68 years
old. They are freshly retired from the
workforce and are constantly seeking new
activities to participate in.They have
incredible purchase power because of
retiring pension.They hang out with their
retired friends.
16

22. 17

23. 18
COMMUNICATION
Media
No on TV.
Minimal radio presence. (on 90.3 KAZU)
Minimal print ads. (newspaper or magazines)
Effective advertisings would be billboards and social media.
Current Target Market
Elementary school children or younger who are in school.
Parents with children who are in elementary school or
younger.
Sales Promotion
Membership discounts: $45 individual, $65 dual, $100 family,
$250 sponsor, $500 patron, $1,000 monarch society, and
$2,500 director’s circle
Facility Rentals
Public Relations
Special events such as Bones and Brews and Butterfly Ball
Monarch butterfly viewing day
Social Media
Twitter: 1405 followers, Generally has about 3 retweets and
likes per tweet,Tweets almost everyday
Instagram: 1553 followers, Generally has 50 likes per picture,
Posts almost everyday
Facebook: 8261 likes, 8151 followers, Generally has about 20
likes and 10 replies per post,Posts almost everyday

24. S.W.O.T Analysis
Strengths
- Educated volunteers.
- Low cost of entrance.
- Strong integrity and values
- Sandy the whale
Weaknesses
- Limited amount of parking
- No city street signs locally leading to the museum unlike
other attractions.
- Low budget git shop
- Low advertising budget
Opportunities
- More technological exhibits
- Modern nature
- Add more parking close to the museum
- More memorable gits in the git shops.
hreats
- Change in technology.
- Easy access to engage in learning through the internet.
- More recognized brands within the area.
- Low brand recognition.
19

25. FINDINGS &
INSIGHTSLack of online presence
Many museums are using social media platforms to gather following
Social media posts need to be engaging, funny,educational, frequent, and
inspiring
This problem can be solved by establishing a social media presence by
posting regularly
The posts should be come with a theme; it can be either about learning
or something lighthearted
The social media team should keep up with current events or trends in
order to make the PG Museum feed more relevant
The pictures used on social media should be of high quality resolution
Lack of a landmark
Something that people would immediately think about when they think
of the PG Museum
It can be the bird room, the sands, or the bird nest
The nest can be turned into a good Instagram spot; people like to take
Instagram pictures and it’s a great way to allocate user-generated
marketing
If the museum wants the famous thing be an exhibition (i.e. the bird
room), then it can consider doing a augmented reality feature to attract
more visitors, especially kids
Lack of technology
Technology can be expensive, but when used effectively,it can become a
big attraction
People who come to a museum that exhibits things about science or wild
life, they would immediately expect exhibitions that incorporate
technology
Augmented reality is something that is popular among kids (which is one
of the target audience)
An app with augmented reality of the animals taking the visitors on a tour
20

26. 21

27. CREATIVE DIRECTION
1
2
3
4
5
Make an announcement on social media about the new changes
An Instagram or Facebook post that teases the rebranding
Posting new digital contents following the new guidelines
Tease the new app and the AR feature
Start publishing the “Dive Deeper” campaign in
magazines and newspapers
Set up outdoor banners and sandwich boards with the “Dive
Deeper” campaign
Set up the animal footprints that would lead up to the museum
Set up animal footprints inside the museum to create a tour route
Reorganize the collection room and turn it into a dinosaur room
Set up a board informing visitors about the new app that comes with AR
Reorganize the gift shop
Start selling new merchandise
22

28. CREATIVE EXECUTIONS
23

29. You’ll swell with pride
every time you write
a letter or hand out
your business card
with your beautifully
redesigned stationery.
24

30. Follow the footprints of your favorite birds...
25

31. Right into your favorite museum!
Footprints placed on the
sidewalks around Paciic
Grove lead visitors from the
most popular areas of town
right into the museum,
increasing foot trafic
26

32. Share your memories on Snapchat
and use the Paciic Grove Museum
of Natural History geoilters
27

33. Participate in Instagram contests
and post a picture from the nest
#SelieInTheNest
28

34. Explore the museum
with the guidance of the
oficial museum app
Featuring augmented-
reality tours, scavenger
hunts, and in-app
shopping at the virtual
museum store
29

35. Comemorate your visit
or ind the perfect gift
from the convenience of
your phone
You’ll be sure to ind
gifts for anyone from
educational books to
quality museum apparel
30

36. Kids will love being led on a
scavenger hunt of the museum
by an augmented-reality
Monarch butterfly... it really
flutters as they learn and explore
31

37. Visitors of all ages will get a thrill out of a
museum tour led by a California grizzly...
the once dominant apex predator that
used to roam the California coast lives on
through the power of augmented-reality
32

38. MERCHANDISING
33

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40. 35

41. 36

42. 37

43. 38

44. 39

45. 40

46. 41

47. 42

48. PACIFIC GROVE
MUSEUM OF NATURAL HISTORY
43

49. 44
Screenprinted posters
are souveniers and art.

50. PACIFIC GROVE
MUSEUM OF NATURAL HISTORY
45

51. 46
Put your support for
Paciic Grove on display.

52. 47

53. 48

54. 49

55. 50

56. Brocolis Agency
Pacific Grove Museum
of Natural History