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Media Plan for Ithaca Sciencenter
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Transcript of Media Plan for Ithaca Sciencenter
![Page 1: Media Plan for Ithaca Sciencenter](https://reader036.fdocuments.in/reader036/viewer/2022070523/58ecf01c1a28ab07258b46e7/html5/thumbnails/1.jpg)
Sciencenter Media PlanMelinda Baublitz Isabel Balla Margaret Benoit Helena Murphy
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Situation Analysis• Yearly visitation of 100,000• Social stigma against science• Mini Golf Course, Summer 2014
Current Media Emails Newsletters Print ads WOM Brochures
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Customer Profile
• Mothers with younger families• Mid-late 30s• Higher education level• “Mommy groups”
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Target Audience
Early Explorers0-5 Yrs
Young Scientists5-11 Yrs
Future Science Leaders 11-14 Yrs
&Moms age 35-49
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Problems• Declining Membership Renewal• Tweens & teenagers not interested in Sciencenter• Little to no Advertising
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Opportunities• Empowering Youth through Science• Growth Markets• New Mini Golf Attraction• Mommy Bloggers• MAP Program• Consumer Engagement• Tourists
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Marketing ObjectivesIncrease visitation by 20% within
one year
Increase engagement with existing membership by 10%
within one year
1. Promote New Mini Golf2. Build awareness of MAP Program & Educational
Pipeline3. Reach growth market in Elmira/Corning
1. Persuade Renewal of Memberships
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Mini GolfTarget Audience: Tweens & Teens in Tompkins County
Media ChoicesFacebook
Hits Radio
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Target Audience: Moms & young families in Tompkins County
Media ChoicesCable Radio
GoogleWeather.com (mobile)
Initiative Awareness
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Target Audience: Moms & young families in Elmira/Corning Area
Media ChoicesWETM Broadcast
Mytwintiers.com Banner AdGoogle
Weather.com (mobile)
Growth Markets
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Target Audience: Current Members
Media ChoicesDirect Mail
Membership Renewal
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Flow Chart
Total: $129,992.33
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Budget
Television: 41.1%Online/Mobile: 12.5%
Radio: 42.2%Direct Mail: 1.4%
Other: 2.8%
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Sciencenter Media PlanMelinda Baublitz Isabel Balla Margaret Benoit Helena Murphy