Chief Marketing Officer of the new California Academy of Sciences discusses how a 150 year old institution dedicated to nature took on the challenge of reinvention for a new generation. Blair covers all aspects of creating a durable, sustainable brand: environmental, financial, new audience development and customer experience. Hear how the 4th R - Reinvention is as critical as the traditional three – reuse, renew and recycle and how the Academy is using it to move from surviving, to thriving - through innovation and creative marketing.

1. The Fourth R: The Challenge of Reinvention Blair R. Shane California Academy of Sciences

2. The 4 th R: The Challenge of Reinvention

3. Where we started

4. How did Reinvention begin?

6. What is Possible

7. So, who are we? An Aquarium

8. A Rainforest

9. A Planetarium

10. A Natural History Museum

11. Research

12. Education

13. What does that mouth full boil down to? Awe

14. Reinvention: Biggest Challenge 1853 Local Families Expected 21 st Century National Plus adults without kids Unexpected

16. 1. Mission Driven

17. 2. Consumer Focus – It’s about them. Not us!

18. 3. Expected + The Unexpected – Our Launch Campaign New Identity Old Identity

20. Print – 3 in 1 does not need to be All in 1

21. Outdoor

22. Civic Engagement

23. 4. Beyond the Physical Place

24. Social Networks & Distributed Content eMail & SMS www.calacademy.org mobile.calacademy.org Partnerships

26. June 8 th Launch

27. 5. Take Intelligent Risks NightLife

28. 6. Integrate MARKETING MIX T O P C S

29. How do we keep Reinvention alive? Discipline Focus Strong Offense Learn

30. Thank you! California Academy of Sciences San Francisco www.calacademy.org www.facebook.com /home.php?#/calacademy?ref=ts www.twitter.com/calacademy