Campaign Booklet

The People’s Pier

by: Lakefront Creative

Table of Contents Who We Are 3 Executive Summary

4

Research and Situation Analysis Primary Research 6

Secondary Research

7

SWOT Analysis 10 Audience Analysis 12

Audience Personas

13

Issue Identification

15

Planning and Execution Objective 17

Strategies and Tactics

18

Creative Brief 22 Rationale 23 Samples 24 Media Plan 32 Timeline 34 Budget 36 Evaluation 37 Conclusion 38 Appendix 40

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Who We Are Tevin Gamble

Anya Stucky

Account Executive

Creative Director

Katie Korek

Malik Pinklyn

Editor

Media Planner

Mackenzie Stearns

Peter Kowarick

Production Design

Strategist

We are Lakefront Creative. We may not take ourselves seriously all the time, but we take our jobs seriously. We believe that with a great idea comes great responsibility, and we take every measure necessary to find the greatest ideas and make sure that they Lakefront Creative

flourish. Trust us to save the day.

3

Executive Summary Navy Pier, the iconic lakefront treasure of Chicago, has been welcoming visitors for over 100 years. They strive to provide dynamic and eclectic experiences through partnerships and programs that inspire discovery and wonder. Since 2011, Navy Pier is a 501(c)(3) notfor-profit working to oversee the redevelopment of this civic landmark. The centennial anniversary brought a reimagination of the Pier in order celebrate the history of this highly visited destination while adding a visionary and contemporary lens for the future. In order for the reimagined Navy Pier to continue to attract and captivate audiences, we at Lakefront Creative has created a year-long integrated marketing campaign which focuses on drawing local audiences ages 25-40 to the Pier.

While Navy Pier is full of premiere dining, shopping, and entertainment, it falls victim to a “tourist trap perception� especially by Chicago residents. It is important to show this crucial audience that there is more to Navy Pier than rides and Chicago-branded merchandise. It truly is unique cultural district that offers a great amount of entertainment to all who visit.

Upon analysis of current thoughts and perceptions about Navy Pier of people from our target audience as well as additional media scans and other secondary research, we feel that we have been able to create a number of effective strategies that will mitigate this tourist trap perception of Navy Pier among local Chicago residents and give them great reason to make Navy Pier a place they visit on a regular basis. Along with the reintroduction and emphasis of Navy Pier being the People’s Pier, strategies will appeal to corporations, local artists, and the military. We intend for these strategies to accomplish our objective of increasing the number of Chicagoland visitors to Navy Pier to 6 million throughout 2018.

4

Research and Situation Analysis

5

Primary Research We conducted a survey of random participants who met our target demographics and a telephone interview. Here are our major findings, more details can be found in the appendix. (see figures 1-8) Of the 16 people we surveyed in our tar-

no

get audience demographic, 43.7% had

not sure

not been to Navy Pier or were

yes

not sure if they had been.

“ I don’t think Navy Pier is very trendy or cool. It has more of a “mall feel” with the abundance of tourists and outsiders. ”

-Kyle

“ It seems like it is a nice place to visit. But I think things are kind of expensive. Plus if you’re driving, where do you park? ”

-Anonymous

The major insights that we came across were similar to those we found in our secondary research. Major complaints were that Navy Pier is expensive, hard to get to, and a tourist trap. Positive perceptions included aspects like the beautiful view, and area, you can walk around with cocktails, and that it is a fun place to be.

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Secondary Research Media Consumption Analysis According to our survey research, the top social media platforms looked at on a daily/weekly basis among our demographic of 25-40 are Facebook and Instagram.

Based off of the results, we can infer that our demographic uses social media as such to keep in touch with old friends and distant relatives, which can be difficult to do in person due to people starting families and working long hours.

Television is also an area of interest among our demographic. According to Nielson’s Total Audience Report for Q1 2017, older millennials (25-34) watched 21 hours and 13 minutes of TV per week, while Generation X (35-49) watched 30 hours and 34 minutes of TV per week. While there has been a decrease in traditional television consumption over the years, our demographic watches significantly greater amount of traditional television than younger audiences.

(see figure 9)

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Secondary Research Meltwater Research Results Navy Pier has a fairly large reach on social media ranging anywhere from 600,000 to 2.5 million in any given week, with Facebook and Instagram consistently having the highest reach among all social media channels. Media exposure for Navy Pier is somewhat low.

The highest exposure both in the news and on social media was in July, indicating that it is necessary to generate more media buzz in the pier’s off months. It is good to see that there is very little negative sentiment about Navy Pier in the news and on social media, with sentiment scores having increased each month for the last three months.

In comparison with Millennium Park, one of Navy Pier’s competitors, Navy Pier dominates social media share with over 130,000 versus not even 25,000 from Millennium Park for 2017 up to this point. Navy Pier had almost 11,000 news share while Millennium Park had just over 8,000. Most noteworthy was that Navy Pier had 33% positive, 14% negative, and the rest neutral social media sentiment, while Millenium Park had 43% positive, 8% negative, and the rest neutral sentiment on social media. Upon investigating further, most of the social media that had been tagged as negative, was actually just positive or neutral, so it was just a flaw in the program. With this in mind, positive, negative, and neutral statistics are hard for the computer to interpret correctly and should not be taken into consideration in any further evaluations. After wading through individual tweets, the biggest criticism was how expensive things are on the pier, such as food and parking.

(see figure 10)

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Secondary Research Social Media Audit Navy Pier has a presence on Facebook, Twitter, and Instagram and seems to post across all platforms at least once a day pushing their own original content. Engagement on Facebook is limited however videos posted seem to have high viewership, but people are not commenting, sharing or liking the content. Twitter appears to be in a similar position with limited engagement from the followers. Instagram has the best engagement out of the three platforms; they have the least amount of followers yet the most participation from its public.

Navy Pier is a picturesque destination and works well with the Instagram platform. This means that Twitter and Facebook need to look at and change their approaches to these different platforms and the content being placed on them. Currently Navy Pier is putting out separate content for each individual platform and Facebook and Twitter aren’t receiving the same participation as Instagram. Its content does match its brand as very professional and nicely done, with its Instagram content having more of a fun appeal to it.

Followers: Likes:

Shares:

331,000 50-150 0-10

Followers: Likes:

Shares:

26,000 0-20 0-10

Followers: Likes:

Shares:

23,000 600-1,000 N/A

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SWOT Analysis Navy Pier is a historical landmark near the heart of Chicago that

STRENGTHS

offers an abundance of family-friendly and young professional activities year-round. The pier is highlighted by a sustainable environment with exceptional lake front views that features an iconic Ferris wheel, dinner cruises, and a variety of concerts and shows. Navy Pier’s primary strengths are its rich history, unique landscape, and wide array of cultural and lively entertainment.

Navy Pier is not in the most accessible location, with expensive parking and ride-sharing surcharges making the consumer spend

WEAKNESSES

more money and may potentially drive away consumers. Also, the pier’s ability to create general awareness for its activities and events is lacking. With the exception of major events such as Navy Pier’s 4th of July fireworks celebration, many of its events go unnoticed unless the consumer personally seeks them out.

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Navy Pier has plenty of events and activities throughout the year, but many people often are unaware of them. The pier has the opportunity to strengthen its media presence with paid, owned and earned media. Hosting more events and business conferences for local companies would bring in more locals and

OPPORTUNITIES

hotel traffic. Engaging with local artists is a great way to bring in traffic on more casual days, and would boost the pier’s image as a cultural hub. The history of Navy Pier can also be used to interact with and honor the military, simultaneously educating the public on the history of the pier.

Nearby areas such as Millennium Park and Wrigleyville have the potential to take traffic away from Navy Pier. These areas do a better job of attracting locals on a regular basis. Also, these areas, as well as the different bars in downtown Chicago, offer better spots for casual meet ups for eating or drinking with friends.

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THREATS

Target Audience Our audience has an established wealth and education, as many are considered young professionals. These people are very goal oriented and therefore are consistently looking to earn and learn more. They are a diverse population and are invested in social and cultural issues. They are very familiar with and make use of Smart phone technology. They do have some disposable income and are therefore willing to spend more on leisure activities and time saving services.

men and women married and unmarried with and without kids

professionals

25-40 years old

living in the Chicago area

$$$

bachelor’s degree and above

HHI 60K+

They look something like this...

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Audience Personas Meet Jason Jason currently lives and works in Chicago as a compliance attorney for an asset management company. He is 32 years-old and very career-driven.

He enjoys going out with friends for good food and drinks in the city, and frequently attends local corporate networking events. Originally from Milwaukee, Jason has visited Navy Pier five times, however he has not been since he moved to Chicago. He does not view Navy Pier as an attractive destination for him and his peers to go spend their time, as he would rather go to a local nearby bar and watch the Chicago Blackhawks or his Milwaukee Bucks on TV. Furthermore, Jason is very active on Instagram and gets most of his information and daily news on there or on local online publications like Curbed Chicago. Jason is aware of the historical significance Navy Pier has with the city of Chicago, however he finds the pier difficult to access and is unaware of the programs and events going on throughout the year.

Personal Background • Age: 32 • Location: Chicago, IL • Single • Education: Master’s Degree • HHI $60,000+

Medias Consumed • Instagram • Facebook • DNA Info Chicago https:// www.dnainfo.com/chicago/ • Curbed Chicago https://chicago.curbed.com

Primary Interests • Milwaukee Bucks & Chicago Blackhawks • Networking at corporate events • Good local restaurants & bars

Meet Bethany Bethany is 26 and was born and raised in the Chicagoland area. After getting her nursing degree at John Hopkins, she returned to the Chicago area to start her career and has lived there for four years. Because she is so busy, social media such as Facebook, Twitter, Snapchat, and Instagram help her stay in touch with her friends. She uses these platforms for news sources as well as reading the newspaper on her break. When she does have time to see her friends, they often go out for dinner or go to a happy hour in the city.

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Audience Personas Because of her high-stress job, in her down time she likes going for walks to get exercise and yoga. She is single, but does go on occasional dates, often with guys her friends try to set her up with. She lives in an apartment with two other roommates and has a pet fish named Hercules. Bethany views Navy Pier as a tourist trap and has issues with how far out of the way it is; she feels like there currently isn’t enough to do at Navy Pier to justify the trip. Bethany is unaware of the historical perspective of Navy Pier but would be interested in learning more about a major feature in the city she loves.

Personal Background • Age: 26 • Location: Chicago, IL • Single and dating • Education: Bachelor’s Degree • HHI $50,000+

Medias Consumed • Instagram • Twitter • Snapchat • Facebook

Primary Interests • Hanging out with friends at happy hour • Dancing • Going to the casino • Catching a movie

Meet Jim Jim is a 38 year old business executive with a masters degree in finance.

After a stressful day at work, he often gets a beer with some colleagues after work. He has a five year old and a three year old with his wife, Georgia. Jim and his family live in the suburbs of Chicago. He loves spending his free time with his family, and also enjoys hanging out with his friends and watching football. His friends also have families of their own, which makes it easier for all of them to hang out, and their kids love playing together.

Jim loves posting pictures of his kids on Facebook, but doesn’t spend a lot of time reading through his news feed. He also keeps up to date with the news, and watches the 10 o’clock news with his wife after the kids are in bed. Jim has been there a few times with his kids, but doesn’t go often. He feels there isn’t a great attraction with the exception of a few children’s rides including the Centennial wheel.

Personal Background • Age: 38 • Location: Suburbs of Chicago • Married • Education: Master’s Degree • HHI $100,000+

Medias Consumed • Local and National news • Facebook • Television

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Primary Interests • Family • Sports • Hiking

Issue Identification Many local Chicago residents solely perceive Navy Pier as a “tourist trap� location. While it is one of the top visited destinations in the world, and many of those visitors are indeed Chicago tourists, the Pier has so much to offer to tourists and local visitors alike. We want Chicago residents to no longer make their only visits to Navy Pier be when they have guests from out of town, but instead a frequently visited location to go to for happy hour or dinner with friends.

Through the use of a new advertising and public relations campaign, as well as various cultural events, we hope that Chicago locals ages 25-40 will see Navy Pier as a place to write their own story full of fun and memories.

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Planning and Execution

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Objective

Attract Chicagoland visitors ages 25-40 to Navy Pier, contributing to a total Chicagoland attendance of six million people by 2018.*

*This would be on track with Navy Pier’s goal of 12 million total visitors by 2020. As of 2013, 5.34 million Chicagoland inhabitants made up 60% of total visitors at the Navy Pier.

Since 9.3 million people visited the pier in 2016, that would mean 5.58 million Chicagoland visitors visited the pier in 2016 (if that percentage remained constant).

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Strategies and Tactics

1

Strategy Initiate a campaign around the unifying brand of The People’s Pier

Tactic 1 Create promotional posters to put near public transportation stations throughout the city and near Navy Pier (bus shelters, L stops, near Divvy Bike stations, etc.). Website and social media information will be on each poster in addition to #ThePeoplesPier. Posters put near L or bus stops will have a map of how to get to the pier from that station. (see ads on pages 24 and 25)

Tactic 2 Create standing viewfinders that are stationary and are free to use; these viewfinders will look similar to standing tower viewers found at many zoos. When looked through, they will show an image of how Navy Pier looked 50, 60, 70, years ago at that spot. It makes the viewer feel like they are literally looking back through time. A sign next to each one could say: “Want to be a time traveler?” These viewfinders will be installed along with the opening of the new family pavilion, allowing additional opportunities for press coverage. (see press release on page 28) Tactic 3 Create various photo spots along the pier. At spots with very scenic backgrounds, there will be a sign encouraging people to take photos at that spot. The signs will have a small ledge so that people can set their phone on the ledge and set a camera timer so that they can get a better picture. They will explain this feature as well as encourage people to include #PeoplesPier and @NavyPier in their social media post.

Tactic 4 Use the screen in Navy Pier’s new pavilion to feature photos posted on social media that include #PeoplesPier and @Navy Pier. Encourage people to post photos of themselves both at the Pier and past photos they have taken at Navy Pier.

Tactic 5 Similar to the “Humans of New York” project, launch a project called “People of the Pier.” Interview people that come to the pier and share their stories on social media. (see example on page 27)

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Strategies and Tactics

2

Strategy Increase corporate interaction with Navy Pier

Tactic 1 Promote Navy Pier to local companies as a venue for corporate and company events. Offer venue discounts for local companies during the off-season to bring in business.

Tactic 2 Host business conferences. Navy Pier has a great venue to offer conferences, and with the hotel in the works, it is a great way to draw in traffic. Conference attendees can stay in the hotel and eat on the pier, making it an all-encompassing location for attendees.

Tactic 3 Hold job fairs and networking nights on the Pier. Job fairs will host Chicago-based companies (or those with Chicago offices) for these events to generate publicity for the companies among locals and people who are looking to become Chicago residents. Networking nights allow locals to come together and meet new people that work in the same field as them and could take place at the bars or in other spaces along the pier. Both types of events generate positive feelings of Navy Pier among companies while also generating an increased amount of business on the pier during those nights.

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Strategies and Tactics

3

Strategy Engage local artists with programming at Navy Pier

Tactic 1 Provide a place on Navy Pier for local musicians to play acoustic sets. They can sign up for times to play on the pier without a fee, and can collect tips from passersby (Navy Pier will not pay them).

Tactic 2 Host art fairs for local artists to display and sell artwork. Local artists will register to be a part of these quarterly art fairs. In the warmer months, the art fair can be held outside on the pier, and in the colder months it can take place in the ballroom. Artists can sell completed work, create art on the spot that can later be purchased or lead activities that visitors can participate in themselves.

Tactic 3 Invite or hire local artists to create installation art for Navy Pier, as installation art is a great way to change how people perceive space. They can be temporary or longer lasting, and some can be themed toward upcoming events or holidays. Installation art is a great way to interact with people and creates lots of photo opportunities to for visitors to take and share on social media, creating more buzz for Navy Pier.

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Strategies and Tactics

4

Strategy Highlight the history of Navy Pier by showcasing its Naval roots

Tactic 1 Invite local Naval units from the Great Lakes Naval Station to be honored during a military appreciation parade. Invite past members who have served at the pier as well as family to attend this celebration.

Tactic 2 Host a military ball in the Grand Ballroom. This can be a great way to reach out to the Military at the Great Lakes Naval Station. This allows the pier to bring back and honor those who serve as well as showing support for their Naval tradition. This should begin at the beginning of the year by reaching out to Naval Units and letting them know the availability of the pier and the potential pricing, as well as expressing a desire to host such a time honored event for our active duty military.

Tactic 3 Invite families of navy personnel that served on the pier for a special military event on Navy Pier.

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Creative Brief NAVY PIER Project “Rebrand” The Situation Navy Pier is one of the most important civic landmarks in the United States and one of the top-visited leisure and cultural destinations in the world. Navy Pier’s mission is to be a world-class public place that celebrates and showcases the vitality of Chicago and provides for the enjoyment of Chicago-area residents and visitors year-round.

What do we want to accomplish?

We want to change the perception of Navy Pier from the “tourist trap” stereotype to a place for locals to spend time at and use its various entertainments.

Who are we talking to?

25-40 year olds that live in Chicago area.

What do they think now?

They think that Navy Pier is too expensive, difficult to access, and full of tourists.

What do we want them to think?

We want them to think that Navy Pier is an integral piece of Chicago that is rich in history and has an abundance of cool and trendy places to spend time at.

Why should they think this?

Navy Pier offers year-round restaurants and stores as well as events that range from cultural to seasonal, and features diverse entertainment all of which celebrate the city of Chicago.

What is our message?

Navy Pier brings people and families together and it is where memories are made. It may attract tourists, but the Pier belongs to the people of Chicago. It’s the people’s pier.

Mandatories Navy Pier pictures Tagline: “The People’s Pier”

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Message Strategy We want to show exactly how the Navy Pier is “The People’s Pier” through people. Our campaign uses personal narratives to illustrate people’s experiences there. We show memories that are made here and highlight some of the things that the Navy Pier offers through storytelling.

Our audience knows a lot about Navy Pier and what kinds of things go on there. Scaling back on the emphasis on the pier itself and the activities it offers allows the experience of Navy Pier speak for itself.

We have constructed four messages that highlight different aspects of Navy Pier: historical significance, culture and diversity, winter activities, and the infamous fireworks displays.

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Print Ads

24

Print Ads

25

Bus Shelter Mock-Up

26

Social Posts

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Press Release

FOR IMMEDIATE RELEASE

CONTACTS Date Navy Pier | Payal Patel

(312) 595-5073 ppatel@navypier.org

Navy Pier Introduces Historical Viewfinders as Part of the Family Pavilion Grand Opening CHICAGO - Navy Pier, Chicago’s mission-driven cultural district, is introducing five historical viewfinders throughout the Pier, allowing visitors to see how the Pier looked at various points throughout its 100-year history.

Installed as a part of the grand opening of the Family Pavilion near the entrance of Navy Pier, the historical viewfinders will give visitors perspective on how the Pier has transformed throughout the last 100 years in Chicago. These viewfinders are very similar to tower viewers found at many zoos, but instead of it being binoculars it will show an image of how where the viewfinder is facing looked earlier in Navy Pier’s history.

They are unique in that Navy Pier will be able to change the images in the viewfinders periodically in order to continue educating visitors who frequently visit the Pier.

To begin, six viewfinders will be installed at various points throughout the entire pier. In addition to seeing the history of Navy Pier, one viewfinder will look onto the Chicago Skyline allowing visitors to see what the City of Chicago looked like when Navy Pier opened in 1914. These viewfinders will be free for all to use and will be accessible year-round at the Pier. [insert quote from Navy Pier President & CEO] Navy Pier Mission Statement Navy Pier is the People’s Pier, Chicago’s lake front treasure, welcoming all and offering dynamic and eclectic experiences through partnerships and programs that inspire discovery and wonder.

About Navy Pier Visit our new website, navypier.org.This change is small, but impactful.We are excited to move in to our secondary century as a missiondriven cultural district, welcoming all and inspiring our more than 9 million guests.

Located on Lake Michigan, Navy Pier is one of the top-attended nonprofit cultural destinations in the Midwest, stretching more than six city blocks and welcoming more than 9 million guests annually. Opened in 1916 as a shipping and recreation facility, this Chicago landmark showcases more than 50 acres of parks, restaurants, attractions, retail shops, sightseeing and dining cruise boats, exposition facilities and more. In 2017, Navy Pier continues to celebrate its centennial with a series of special events and programming, year-round rides on the Centennial Wheel and ongoing Pier-wide redevelopment efforts as part of the Centennial Vision. Navy Pier, as a nonprofit organization, maintains and manages the 50-acre pier that is being redeveloped as a contemporary, environmentally responsible urban space. More information is available at www.navypier.org.

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Media Advisories

Media Advisory For June 18, 2017 CONTACT: Payal Patel Phone: (312) 595-5073 ppatel@navypier.org Navy Pier Hosts “Chicago Local Art Fair�

What: Chicago Local Art Fair

Navy Pier will be hosting its first Art Fair for local artists. The Art Fair will be open to the public.

When:

Wednesday, June 20, 2017 10 am to 7 pm

Where:

Navy Pier 600 E Grand Ave. Chicago, IL 60611

Why:

Navy Pier is looking to bring attention to local artists who are looking to sell their pieces of art to the public. Navy Pier is looking to attract Chicagoans to Navy Pier for the sole purpose of raising awareness of local artists and their art pieces.

For more information, please visit navypier.org or contact Payal Patel for media inquiries. ###

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Media Advisories

Media Advisory For August 8, 2017 CONTACT: Payal Patel Phone: (312) 595-5073 ppatel@navypier.org Navy Pier Hosts “Military Appreciation Parade” What:

Military Appreciation Parade Navy Pier will be hosting a Military Appreciation Parade as a special thank you to all military personnel, for everything they have done for the United States.

When:

Friday August 10, 2017 10 am to 2 pm

Where:

Navy Pier 600 E Grand Ave. Chicago, IL 60611

Why:

Prior to being a tourist attraction, Navy Pier was a naval base during both World Wars. The United States Military is a proud part of Navy Pier’s past and continues to celebrate its history and support for the military. Navy Pier is looking to attract military personnel and families to Navy Pier to partake in the parade that celebrates Navy Pier’s history and support for the military.

For more information, please visit navypier.org or contact Payal Patel for media inquiries. ###

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Media Advisories

Media Advisory For October 11, 2017 CONTACT: Payal Patel Phone: (312) 595-5073 ppatel@navypier.org Navy Pier Hosts “Naval Ball�

What:

Naval Ball Navy Pier will be hosting a Naval Ball as a special thank you to all military personnel, for everything they have done for the United States.

When:

Saturday October 13, 2018 6pm to 11 pm

Where:

Navy Pier 600 E Grand Ave. Chicago, IL 60611

Why:

The Naval Ball is a great way to reach out the military at the Great Lakes Naval Station, with the completion of the Hotel on Navy Pier that can serve as the location for Units from t the Naval Base to come and enjoy the Naval Ball. Navy Pier is looking to bring back and honor those who serve as well as showing support for their Naval tradition.

For more information, please visit navypier.org or contact Payal Patel for media inquiries. ###

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Media Buy Plan Number of ads to buy in this plan are merely suggestions to make it easier to visualize within the budget of Navy Pier. They of course can be adjusted as deemed necessary.

Outdoor Billboards Across four four-week periods, we will purchase five billboards across Metro Chicago. Each billboard will cost $5,000, with production and installation costs coming out to $500 per bulletin. The total cost comes out to $110,000 and will result in 35,000 impression per location per day. Some suggested high-traffic locations* are: Inbound North Lake Shore Dr from Bryn Mawr to Randolph Inbound South Lake Shore Dr from 55th St to Jackson Inbound I-290 from Thorndale to I-90/94/Jane Byrne Interchange Inbound Kennedy from Ohio to I-290/Jane Byrne Interchange Inbound Dan Ryan Express from 95th St to I-290/Jane Byrne Interchange

Train Across each four week period, we will purchase 4 2-sheet ads along L train stops in Chicago. Each 2-sheet will cost $975, with production and installation costing $50 per 2-sheet. The total cost comes out to $16,400 and will result in 12,000 impressions per ad per day.

Bus Shelter Across each four week period, we will purchase 15 bus shelter ads across Metro Chicago. Each ad costs $5,750, with production and installation costing $50 per bus shelter. The total cost comes out to $348,000 and will result in 20,000 impression per ad per day. We suggest more bus shelter ads because they result in more impressions since they can be seen by any passerby, unlike ads in train stops. *source: https://www.travelmidwest.com/lmiga/ChicagoQuickTraffic.jsp

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Media Buy Plan Print

Chicago Reader In the print version of Chicago Reader, we will purchase four full page ads, which will appear throughout five issues. For five issues, full page ads will cost $2,452 plus an additional $618 for the ads to appear in color, coming out to a total of $3,070.

Social Media Facebook We will create a Facebook canvas ad, which is a full screen experience that allows the user to interact with content such as photos and videos designed in a way to push content in a more natural way that’s also mobile-friendly. We will designate a lifetime budget of $7,738 to advertising on Facebook during the campaign, targeting local Chicago users.

Instagram For Instagram, we will utilize Facebook to create an ad (non-canvas) under the same campaign, which will be part of Instagram stories. Facebook helps select the proper Instagram placement for your ad. This allows for commonality among platforms while also allowing us to reach users not on Facebook.

Web Chicagoreader.com On chicagoreader.com, we will purchase 4-position sponsorship ads during five 24-hour periods. Three of the ads will be placed on the homepage (14,508 average impressions), which costs $400 per ad, and two of the ads will be place in the arts & culture section (30,270 average impressions), which costs $800 per ad. For five 24-hour periods this total comes to $2,800.

See figures 11-14 for all pricing sources.

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Timeline 2018

April “Henry” ad goes up around the city in anticipation of the opening of Navy Pier’s historic pavilion opening. Outdoor and social media will run for a four week period. Print will be five issues during the four weeks, and web will be five separate 24-hour periods during the four weeks.

4 weeks

February March

June “Emily” ad goes up around the city in anticipation of the Fourth of July fireworks show. Outdoor and social media will run for a four week period. Print will be five issues during the four weeks, and web will be five separate 24-hour periods during the four weeks.

July August

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4 weeks

May

Timeline

November “Brian” ad goes up around the city in anticipation of Winter Wonderfest. Outdoor and social media will run for a four week period. Print will be five issues during the four weeks, and web will be five separate 24-hour periods during the four weeks.

4 weeks

September October

December

2019

February “Sophia” ad goes up around the city in anticipation of the “Neighborhoods of the World” events going on in February and March. Outdoor and social media will run for a four week period.

Print will be five issues during the four weeks, and web will be five separate 24-hour periods during the four weeks.

Strategies two, three, and four are not included on the

4 weeks

January

timeline because they can be implemented year-round, at the discretion of Navy Pier.

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Budget 5 billboards (5,500 each) x 4 x 4 weeks

$110,000

15 bus shelter ads (5,800 each) x 4 x 4 weeks

$348,000

4 L station ads (1,025 each) x 4 x 4 weeks

$16,400

Chicago Reader print ads (1 in B&W @ 2,452, and 3 in color @ 3,070 each) chicagoreader.com ads 4 x (2 $800 ads + 3 $400 ads) Social Media (Facebook and Instagram)

$11,662

6 viewfinders* (5,000 each)

$30,000

5 photo/selfie signs** (1,000 each)

$5,000

contingency allowance

$60,000

TOTAL

$600,000

$11,200 $7,738

*https://www.hammacher.com/Product/12345?cm_cat=ProductSEM&cm_pla=AdWordsPLA&source=PRODSEM&gclid=EAIaIQobChMIv4PB767k1wIV3bfACh3qIwUaEAQYASABEgJ8k_D_BwE **This is an estimate. Selfie stands would be custom order so price would vary depending on the material, size, and design of the stands.

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Evaluation Objective Increase the number of Chicagoland visitors to 6 million in 2018.

Evaluation To evaluate the objective of the campaign, Navy Pier should conduct surveys of pier visitors and monitor the attendance and visitor satisfaction of the various new events during the year. They also should calculate to the best of their ability the sheer number of people who are coming to Navy Pier in order to find an approximate number of total visitors.

Surveys Throughout this 2018-2019 campaign, Navy Pier should conduct customer surveys to obtain information about their visitors. The surveys can be conducted in person by researchers at the Pier or can also be conducted via an email address provided to a researcher or at the point of purchase at one of the various stores/restaurants on the Pier. The questions on the survey will be adjusted in order to accurately represent the things that the customer had the opportunity to participate in on the given day they visited (e.g. If attending on the day of an Art Fair, they will be asked if they attended/about that experience).

The survey will obtain information such as: • Why the visitor came to Navy Pier on that visit • Whether the visitor had seen #PeoplesPier Advertising prior to visiting the Pier • If yes, where they saw it and if it persuaded them to visit • What the visitor did while on the Pier • What stores they visited • What restaurants they ate at • If they rode the Centennial Wheel or other rides • What other experiences they participated in (boat cruise, IMAX movie, Shakespeare production, etc.)

• Whether they attended a special event on the Pier (Art Fair, Military Event, etc.)

• What drew them to that event • Satisfaction of experience at that event • Age • Zip Code • Household Income (if willing to share) Attendance Numbers During the various events that will be held as a part of this campaign, including the art fairs and military parade/celebration, members of the Navy Pier team should monitor how many visitors are attending these events. This value in addition to responses on survey questions about the events will help determine how to best execute similar events in the future. Navy Pier should also work to calculate the number of visitors overall to the Pier during the time period of this campaign.

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Conclusion We at Lakefront Creative have created a comprehensive campaign that will rebrand Navy Pier as “The People’s Pier,� shifting it away from the prevailing tourist trap perceptions and towards a more sentimental place in Chicagoans hearts. We implement this campaign through rebranding with a narrative storytelling and engaging artists, businesspeople, and veterans in the Chicago community. We believe that this would be a very successful campaign for Navy Pier and will move it in the directions it wants to go, and open it up for many possibilities in the future.

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Appendix

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Appendix

Survey Results Figure 1

Figure 2

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Appendix Figure 3

Figure 4

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Appendix Figure 5

Figure 6

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Appendix Figure 7

Figure 8

Notes from Interview

NOTES FROM KYLE GISBRECHT CALL (Chicago resident 25-40) Kyle currently lives and works in Chicago as a compliance attorney for an asset management company.

Originally from Milwaukee, Kyle has visited Navy Pier five times, however he hasn’t been since he’s moved to Chicago. He walks past the pier everyday in the summertime and is aware of it’s historical significance to the city, but for several reasons, he has no interest in going back.

First, Kyle doesn’t perceive the pier as being very trendy or cool. He claims it has more of a “mall feel” with the abundance of tourists and outsiders. He doesn’t feel like it’s somewhere for residents to get together and grab drinks or dinner.

Second, Kyle stressed the fact that Navy Pier is very inaccessible and difficult to get to. Although he has a car, he doesn’t want to pay upwards of $20 for parking and has no interest in taking public transportation as he doesn’t think it’s worth it. Kyle believes the proximity of both Millennium and Grant Park is one of the major reasons why they are more popular destinations for Chicago residents.

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Appendix Lastly, Kyle says that one of the primary reasons why him or any of his friends never think of going to Navy Pier is because of their lack of knowledge of what’s going on at the pier. He shared that although he has a Facebook, he doesn’t really use it much. Instagram is the big thing right now and claims that that’s where he gets a lot of his news and finds out about new restaurants and bars in the city. He finds there to be little social media activity regarding Navy Pier and thinks that may be one of the reasons they aren’t attracting locals. Moreover, he states that other than Instagram, a lot of the men and women in his demographic read online news journals and blogs like DNA Info Chicago (https://www.dnainfo.com/chicago/) and Curbed Chicago (https://chicago.curbed.com). These are very popular among his peers as they use these news sources to find out about upcoming events in the city.

Kyle highlighted that for the most part, people in his age demographic are interested in good reputable restaurants and bars that offer a unique experience. He believes that if Navy Pier really invested in their culinary and bar scene, more people might be tempted to go as the lake front location is beautiful.

Furthermore, he also stated that he finds it difficult to attract young professionals, all the while advocating for the non-profit and sustainability features of the pier. He thinks that Navy Pier should focus and execute one of them instead of trying to fill too many voids at once. He strongly believes that a great way for Navy Pier to attract professionals in the 25-40 age range would be by hosting corporate events for all types of companies (start-ups, family-owned, fortune 500, etc.) He believes that it is difficult to attract individuals to one place, but attracting groups isn’t as hard. Thus, positioning Navy Pier as a unique place to host corporate events would be a great way to get residents there.

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Appendix Figure 9

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Appendix Figure 10

Figure 11

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Appendix Figure 12

Figure 13

Figure 14

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Lakefront Creative