This media plan was created by a team of four for a media planning course at Ithaca College. This plan evaluates current media strategies and proposes new and relevant strategies to increase attendance and participation at the Sciencenter in Ithaca, N.Y.

1. Sciencenter Media Plan
Melinda Baublitz Isabel Balla Margaret Benoit Helena Murphy

2. Situation Analysis
• Yearly visitation of 100,000
• Social stigma against science
• Mini Golf Course, Summer 2014
Current Media
Emails
Newsletters
Print ads
WOM
Brochures

3. Customer Profile
• Mothers with younger
families
• Mid-late 30s
• Higher education level
• “Mommy groups”

4. Target Audience
Early Explorers
0-5 Yrs
Young Scientists
5-11 Yrs
Future Science Leaders
11-14 Yrs
&
Moms age 35-49

5. Problems
• Declining Membership Renewal
• Tweens & teenagers not interested in
Sciencenter
• Little to no Advertising

6. Opportunities
• Empowering Youth through
Science
• Growth Markets
• New Mini Golf Attraction
• Mommy Bloggers
• MAP Program
• Consumer Engagement
• Tourists

7. Marketing Objectives
Increase visitation by 20% within one
year
Increase engagement with existing
membership by 10% within one
year
1. Promote New Mini Golf
2. Build awareness of MAP Program & Educational Pipeline
3. Reach growth market in Elmira/Corning
1. Persuade Renewal of Memberships

8. Mini Golf
Target Audience: Tweens & Teens in
Tompkins County
Media Choices
Facebook
Hits Radio

9. Target Audience: Moms & young families
in Tompkins County
Media Choices
Cable
Radio
Google
Weather.com (mobile)
Initiative Awareness

10. Target Audience: Moms & young families
in Elmira/Corning Area
Media Choices
WETM Broadcast
Mytwintiers.com Banner Ad
Google
Weather.com (mobile)
Growth Markets

11. Target Audience: Current
Members
Media Choices
Direct Mail
Membership Renewal

12. Flow Chart
Week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
WETM (:30)
Early Morning
Early Fringe
Primetime
Cable (:30)
Nickelodeon
Discovery
Cartoon Net
Food Net
Int/Mobile
mytwintiers
Facebook
Weather.com
Google Ads
Radio
Hits Radio
LITE
Qcountry
Direct Mail
IMC
Pinterest
TOTAL
37,500
15,960
16,196.53
54,880
1780.8
0
Oct Nov Dec
Sciencenter Media Flow Chart
Jan Feb Mar Apr May Jun Jul Aug Sept
Total: $129,992.33

13. Budget
Television: 41.1%
Online/Mobile: 12.5%
Radio: 42.2%
Direct Mail: 1.4%
Other: 2.8%

14. Sciencenter Media Plan
Melinda Baublitz Isabel Balla Margaret Benoit Helena Murphy