How A Big Idea Revitalized Paid

Visitations To A Small Science Museum.

Case Study #1:

Despite big investments in world-class exhibits, programs and live animal habitats, paid attendance

was in a 15-month slump and dropping fast.

Situation

Database analysis allowed us to ID the Museum’s most valuable members and visitors. Through third-party market data, we

geographically pinpointed prospects just like them within a 30-mile radius of the Museum. Qualitative and quantitative research

revealed a key insight:

Parents described the “Holy Grail” of family activities as one that combines learning and fun.

To be successful, we needed to powerfully bridge the gap

between what parents want and what the Museum delivers which, wonderfully, is the same thing.

Outsmart

.We repositioned the Museum as:

“A perpetual curiosity machine that sows the seeds of lifelong learning.”

Based on this new positioning we created an impossible to ignore integrated campaign to remind families why

learning and fun go hand in hand at the Museum.

Outdo

To Pay Off The New Positioning, We Wrote A Nifty New Tagline:

Scope Of Work Delivered

Consumer Research | Data Analytics | Brand Workshop | Print | Radio | Outdoor | Online

Banners | Guerrilla | Direct Mail | POS

Outdoor

Outdoor

Outdoor

Outdoor

IF YOU WERE A FLEA, YOU COULD JUMP THE LENGTH OF A FOOTBALL FIED.

Van Wrap

A MEGALODON COULD CRUSH THIS VAN WITH ONE BITE.

Interactive Banner

IF YOU WERE A CHAMELEON, YOUR TONGUE WOULD BE TWICE YOUR HEIGHT.

Online Banner

Print

IF YOU WERE A CRICKET, YOU’D HAVER EARS ON YOUR LEGS.

Print

IF YOU WERE A FLEA, YOU JUMP FARTHER THAN 130 TIMES YOUR HEIGHT.

Print

IFYOUWEREARHINOCEROSBEETLE,YOUCOULDLIFTTHREEELEPHANTSABOVEYOURHEAD.

Print

DOGS PREFER TO POOP WHILE ALIGNED WITH THE EARTH’S NORTH-SOUTH AXIS – SOMETHING TO REMEMBER WHEN YOU’RE LOST.

Print

IF YOU WERE A COCKROACH, YOU COULD RUN 136 MPH.

Print

SHARKS ARE ATTRACTED TO STRONG SMELLS.

Mobile

Weather-triggered mobile notifications suggesting a visit to the Museum’s 84-acre outdoor park on sunny and their huge indoor exhibits on rainy ones.

Guerrilla

Elevator sticker promoting daily reptile feedings at the Museum.

Guerrilla

WHAT WOULD HAPPEN IF A PENNY FELL FROM A PLANE CRUISING AT 30,000 FEET?

Guerrilla

A TORNADO’S 300 MPH WINDS CAN ACTUALLY DO THIS.

Guerrilla

A TORNADO’S 300 MPH WINDS CAN ACTUALLY DO THIS.

Outlast

After 15 months of declining visitors and paid attendance, Immortology’s integrated campaign:

•  Reversed paid attendance losses in first 4 months •  Sold out both summer camps for the first time •  Returned $3 for every $1 spent •  Exceeded paid attendance goals 3 years in a row

To see more legendary case studies, visit: ImmortologyUSA.com