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

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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.

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

  1. 1. The Fourth R: The Challenge of Reinvention Blair R. Shane California Academy of Sciences
  2. 2. The 4 th R: The Challenge of Reinvention
  3. 3. Where we started
  4. 4. How did Reinvention begin?
  5. 5. What were we up against? <ul><li>Time </li></ul><ul><li>Resources </li></ul><ul><li>Expectations </li></ul><ul><li>Living Things </li></ul>
  6. 6. What is Possible
  7. 7. So, who are we? An Aquarium
  8. 8. A Rainforest
  9. 9. A Planetarium
  10. 10. A Natural History Museum
  11. 11. Research
  12. 12. Education
  13. 13. What does that mouth full boil down to? Awe
  14. 14. Reinvention: Biggest Challenge 1853 Local Families Expected 21 st Century National Plus adults without kids Unexpected
  15. 15. How did we tackle them? <ul><li>Stay true to who we are! </li></ul><ul><li>Consumer Focus </li></ul><ul><li>Combine the Tired & True with The Unexpected </li></ul><ul><li>Take it Beyond The Physical Place </li></ul><ul><li>Take Intelligent Risks </li></ul><ul><li>Integrate </li></ul>
  16. 16. 1. Mission Driven
  17. 17. 2. Consumer Focus – It’s about them. Not us!
  18. 18. 3. Expected + The Unexpected – Our Launch Campaign New Identity Old Identity
  19. 20. Print – 3 in 1 does not need to be All in 1
  20. 21. Outdoor
  21. 22. Civic Engagement
  22. 23. 4. Beyond the Physical Place
  23. 24. Social Networks & Distributed Content eMail & SMS www.calacademy.org mobile.calacademy.org Partnerships
  24. 26. June 8 th Launch
  25. 27. 5. Take Intelligent Risks NightLife
  26. 28. 6. Integrate MARKETING MIX T O P C S
  27. 29. How do we keep Reinvention alive? Discipline Focus Strong Offense Learn
  28. 30. Thank you! California Academy of Sciences San Francisco www.calacademy.org www.facebook.com /home.php?#/calacademy?ref=ts www.twitter.com/calacademy

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