Discovery World Campaign

DISCOVERY WORLD PLANS BOOK 2012 Chris Dapkas, David Fornetti, Christian Harkna, Zachary Hubbard, Katherine Lau

TABLE OF CONTENTS MISSION

1

RESEARCH-COMPETITION ANALYSIS

2

SWOT ANALYSIS

3

AUDIENCE ANALYSIS

4- 5

STREET INTERVIEW FINDINGS FOCUS GROUP

RESEARCH CONCLUSION TARGET AUDIENCE PRIMARY TARGET DEMOGRAPHIC SECONDARY TARGET DEMOGRAPHIC

CONSUMER PROFILE CONSUMER PROFILE

6 7-10

STRATEGY

11

TACTICS

12-27

DESIGN COMPETITION PRINT CAMPAIGN MOSS GRAFFITI BILLBOARD $3 BILL FLIER RADIO COMMERCIAL REVAMP WEBSITE EVENTS- “DISCOVER WHO YOU KNOW”W EVENTS- LEGO BUILDING

Delta

BUDGET

28

TIMELINE

29

EXECUTIVE SUMMARY

30

APPENDIX A-B

31-32

MISSION

According to the Discovery World pamphlet, 13% of DW’s revenue comes from programs, 10% from memberships and the majority (41%) is gained from contributors. While admissions only makes for a mere 17% (less than ¼ of the total revenue).

PRESENTED BY

PULSE5

Despite Discovery World’s commitment to educational, cultural, and environmental development, their image often struggles to clearly convey this message. Their innovative exhibits and programs are designed to inspire exploration and creation, providing lifelong learning for their visitors, yet only a small portion of local residents attain awareness.

Our mission in this campaign is to vastly increase awareness about what Discovery World confidently offers, and create the unique image of constant growth to obtain interest and attraction from the Milwaukee population. Inturn, showing Discovery World’s contribution in shaping Milwaukee’s future. As the world continually evolves, so does Discovery World as it seeks for constant growth through educational, cultural, and environmental development within the changing city.

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RESEARCH COMPETITION ANALYSIS

Although Discovery World is not a children’s science museum, many consumers have a misconception of who Discovery World’s competitors are. Some of the competition includes: Betty Brinn, Milwaukee Art Museum(MAM), Milwaukee Public Zoo, and the Milwaukee Public Museum(MPM). There are many factors that make consumers believe these are Discovery World’s main competition; for instance, they are all located in a similar area. Betty Brinn also puts a strong emphasis in being a center for interactivity, which is something Discovery World prides themselves with, resulting in an identity confusion between the two. These locations are seen as competition because unlike Discovery World, these museums offer a change in exhibit, which gives people reasons to go

back. In addition, MAM, MPM and the zoo offers a free admission at least once a month for students who can provide college ID’s, whereas Discovery World does not offer such promotions. This kind of free access, builds a greater consumer awareness, which further builds support from this demographic. And lastly, since Discovery World does not identify itself as either a museum or a science center, it makes their public identity ambiguous to consumers. Zoos and museums all have a similar concept that offers consistency, regardless of where it’s located, but since Discovery World has neither of those, it makes consumers unaware of what to expect and why they should go.

Milwaukee County Zoo

Milwaukee Art Museum

Milwaukee Public Museum

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Betty Brinn

SWOT ANALYSIS STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Lots of sponsorship money – but only for setting up and maintenance of exhibits.

No brand recognition; lack of continuity with the logo and brand identity.

Expansion on exhibits and Dennis Sullivan through more promotions for group events.

Once people experience it, they love it.

Hours do not match their ideal consumer’s availabilities.

Summer Camps do not have enough promotion.

Divided internally: Not everyone in DW understands what they are, and what DW’s mission is and or where they envision themselves in 5 years.

Exhibits are geared towards kids, workshops for older demographics.

Milwaukee is slowly becoming a creative city.

Not getting ideal consumer in the door--> Trying to get college and adult demographics but instead attracting youth and families due to the lack of advertisement and awareness towards the college demographic.

Hosting/ Sponsoring MKE Film Festival could help create consumer awareness of the location of DW.

Betty Brinn is usually seen as a competitor because consumers view DW as Betty Brinn.

The lack of ‘feng shui’ - no clear atmospherics- there is no clear directions to consumers as to where to go next, which could be a good thing, so each individual can discover their own world. But at the same time, some consumers might prefer a more structured experience from Discovery World.

You can touch everything, unlike a museum.

Many employees and staff inspired by Discovery World’s mission.

It’s the 30th anniversary! Time to celebrate the existence of DW!

Too much reliance on too few people (1 person in charge of marketing operations); Also lack of staff and lack of uniforms to let consumers know where to ask for help.

Milwaukee is perceived as a laggard city, many citizens of MKE take that to heart.

Lack of strategic marketing planmessages are inconsistent to audience.

Sponsorships with Kohl’s adds to the internal conflict of Discovery World because it adds another identity.

3

AUDIENCE ANALYSIS STREET INTERVIEW FINDINGS

INDIVIDUALS WHO HAVE GONE TO DISCOVERY WORLD

INDIVIDUALS WHO HAVE NOT GONE TO DISCOVERY WORLD

For those who have been to Discovery World, most enjoyed their experience there, but nobody ever returned for a second time.

However, many said that they would go back if they had somebody to go with, possibly for a “date” type of situation. Other reasons for returning included, the assumed belief that Discovery World changes their exhibits and bringing kids. Those who went had a fairly accurate interpretation of what Discovery World had to offer, and also said that the experience itself could have been geared a bit more toward college aged men and women by offering different exhibits or promoting their workshops more. Almost everybody believed that Discovery World is currently targeted towards children. A couple of people also stated that they would not be returning because they believed the management was poor and the front desk was uninformed about events that were occurring.

For those who hadn’t been to Discovery World, they were interested after viewing the website, however one person put it, he “would want a more clear description of what they offer” before he would be willing to spend the money to go. Another important factor for college students is the cost- one student clearly stated, “money is a huge factor, especially since I’m a student.” And there were few concerns relating to why students hadn’t visited Discovery World, for most transportation was not a barrier.

The second group gathered from research are those who have heard of Discovery World, but have yet to go. Most have a preconception that Discovery is for children, and they did not have a complete idea as to what was available at Discovery World. As one participant said, “I never went to Discovery World- I just assumed it was for children from the advertisements for summer camps and I would feel out of place if I went.” Often

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participants assumed Discovery World was merely an aquarium, but most had no clear indication of what Discovery World provides.

Some also stated that the hours of operation were horrible, making it difficult or impossible for students to go during the weekdays from 9 a.m.- 4 p.m. due to class. Participants were also interested in taking some of the classes offered at Discovery World, but quickly became skeptical when the pricing was given.

Many expressed that they would be more interested in Discovery World if it offered something that involved the whole Milwaukee community, such as a block party or some type of social event geared toward high schools. Another possible idea was holding some type of college night or a night specifically for ages 21 or older. Perhaps such an event would provide some food samples and workshop booths, which would give a clearer conception of what Discovery World has to

offer. One of the last ideas that we found that might be useful was when somebody mentioned the idea of having a shuttle that could pick you up and take you to Discovery World for special events.

Overall, there were a lot of similarities presented within all of the interviews and surveys. Many thought that the classes were too expensive and could be cheaper. A lot of what people knew about Discovery World revolved around the aquarium. Others just simply don’t have the time to go because of the poor hours, and also do not have the money/budget to afford going. From the research gathered, many said “Interactive learning” seems like a phrase associated towards children. However, when brought up in the interview, most seemed very interested in the beer making workshop. (For more specific research responses, refer to the questionnaires at the back of booklet)

SEE ANNEX A FOR QUESTIONNAIRE

AUDIENCE ANALYSIS (CON’T) FOCUS GROUP FINDINGS

A further in depth look at the life of college students showed that incoming freshman and underclassmen have little to no understanding or awareness of Discovery World. It seems as though as the years go on they begin to develop an awareness, but it takes a substantial amount of time living in the city before this comes to fruition. For the select few that had heard of the facility, the interpretation remained consistent with prior research stating that Discovery World was a children’s museum. One student even declared that she went as a child, and made the association that it was a children’s museum and didn’t return for that reason.

Some students who had never heard of it suggested that the name itself brings thoughts of a museum and educational learning to their conscious. However, after

a brief explanation of what Discovery World offers, students almost always seem more intrigued and eager to make a visit or find out more information. These students also showed more interest in the aquarium and workshops, stating that if the exhibits don’t change, they have no reason to visit more than once.

These students also shared the activities that they regularly partake in. It was clear to see a common theme in being active and outgoing. It was most notable that they have attended the Milwaukee Zoo and the museums around the city multiple times.

They enjoy going back because there is always something new to look at and learn about.

The other notable hang out these students shared was the Milwaukee Public Market.

5

RESEARCH CONCLUSIONS WHAT DOES THE RESEARCH MEAN

After fully analyzing the research, we learned that the most common response as to why college demographics do not go to Discovery World is due to the lack of awareness. One participant said after they viewed DW’s website and found out more about the workshops DW has to offer that they wished they had known about Discovery World sooner and would definitely want to go.

Other factors include it’s too expensive, it’s a “kid’s museum” and the poor hours of operation make visiting difficult for students to go due to class-time restrictions. Those who went to Discovery World said they would never go again because there are no new exhibits that offer another reason for them to further explore, while those who never went said they don’t see an appeal in going because they aren’t aware of what Discovery World is.

6

NOTICE/DISCLAIMER

Although most of the research demonstrated students’ lack of interest in DW, students also offered insight as to what would attract them to go to DW. For instance, one student suggested that DW should offer an adult night or a college night where there are no kids, only older audiences with live music complimented by beer and food. Another thought DW could create a better image for themselves if they held a “block party” to bring local awareness by assisting underprivileged children and offering transportation, creating further awareness to the community. In short, special events would be the essential key to bringing our ideal demographic in. By way of silk-screened posters and free food, it would definitely appeal to the college demographic.

Although we’ve provided insightful research, there are still research gaps that need to be addressed and filled in before Discovery World carries through with our campaign plan. Because our campaign planning was restricted to 6 months, we had little time to go further in depth with the research, in order to fully implement our ideas and campaign. Therefore, the campaign proposal is only based upon what we’ve gathered which focuses primarily on prime prospect research, so we recommend that Discovery World should put forth efforts in gathering more creative development research to make sure it communicates most effectively.

TARGET MARKETS PRIMARY iPod

TARGET AUDIENCE

12:30 PM

f

Facebook

Wednesday

2

Calendar

Mail

Contacts

urbans poon

85 85 Urbanspoon

iTunes

12

+ x =

11 10

1

2 3

9 4

8 7

6

5

Maps

Notes

Weather

Clock

Calculator

App Store

Words

Allrecipe

AngryBirds

Settings

Phone

Camera

Photos

Message

SMS

BROKE

Loves:

THE NEWEST TECHNOLOGIES, NEWEST FASHION, THE NEWEST HIP THING; ALSO LOVES BEER/DRINKING AND EATING CHEAP GREASY FOOD

f

Websites they love:

TV/Radio They Love:

fACEBOOK, tWITTER, YOUTUBE, REDDIT, PANDORA, PINTEREST, STUMBLEUPON

TV: Comedy Central, ESPN, Bravo, Food Network, Adult Swim, VH1, MTV, USA, ABC and Fox Radio: Kiss, 102.9, The Lake, 88.9

Places they go:

Mayfair Mall Bayshore Mall Third Ward Brady Street

Bradford Beach Campus Bars Downtown Casinos

Water Street Late Night Activities: Bingo, Trivia Nights Bowling, Comedy Sportz

7

PRIMARY CONSUMER PROFILE

Jamie-Lynn Douglas is a 23-year-old Milwaukee native who works for U.S. Bank as a financial analyst intern; she is a graduate of UW-Milwaukee’s finance program with a minor in world history. She wakes up at 6:30 a.m., showers and makes instant coffee as she is plays her favorite Pandora playlist. After she hops on the 30 Bus from RiverWest to downtown Milwaukee for work. She is currently working off her student bills, but eventually wants to start her own social media website.

She is innovative and constantly tries to learn about new things, which is why she and her friends John, Alexis and Joann are excited for Discovery World’s “Ale Through the Iron Age: Beer and Textiles in Iron Age Germany.”

She has ventured to Discovery World numerous times to listen to speakers who strive for

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bringing progress and are considered “changemakers”. Jamie-Lynn sees Milwaukee as a stagnating city, but she believes that the city has potential and wants to bring energy and innovation to Milwaukee. She isn’t a changemaker, but she is working hard to find ways to incorporate design, science, and her knowledge of history and the financial world to make her dreams a reality.

After her class at Discovery World, she enjoys turning on the television to catch up on her news and pop culture updates on FOX, VH1 and MTV. She regularly uses social media such as her LinkedIn, her Twitter, and Facebook in order to keep in touch with her friends from college.

Jamie-Lynn is excited for the upcoming season of Celebrity Apprentice and enjoys

checking up on recent trending news stories on Yahoo’s homepage. She likes hanging out with close friends and cherishes her alone time to read on her Kindle, to read her subscriptions of Business Week, Cosmopolitan and Vogue. On the weekends, she likes to go running while listening to Katy Perry, Lady Gaga, Fleetwood Mac and Girl Talk. She follows Wisconsin athletic teams such as the Bucks, Brewers and Packers, although she doesn’t own fanatic seasonal tickets. She also enjoys joining in on iPhone game applications with her friends, Mike, Alexis and Debra including “words with friends” and “draw something.” At the end of the day, it’s Jamie-Lynn’s dreams and inhibition that motivate her to stay engaged in the community.

TARGET MARKETS SECONDARY

iPod

TARGET AUDIENCE

12:30 PM

f

Facebook

Wednesday

2

Calendar

Mail

Contacts

urbans poon

85 85 Urbanspoon 11

12

10

1

2 3

9 4

8 7

6

5

iTunes

Maps

Weather

+ x =

Clock

Calculator

App Store

Words

Notes

Allrecipe

Settings

AngryBirds

SMS

Phone

Camera

Photos

HHI $60,000- $150,000

Message

Protective Parents

RELATIVELY PROTECTIVE OF THEIR CHILDREN AND WANT THEM TO BE SUCCESSFUL

Has Children

TYPICALLY HAS AT LEAST THREE KIDS- MOST UNDER AGE 13; WANTS THE BEST FOR THEIR KIDS-TRIES TO LIMIT AMOUNT OF TV/ VIDEO GAMES/ INTERNET CONSUMPTION

f

Websites they love:

TV/Radio They Love:

PBS, FACEBOOK, ANIMAL PLANET, NICK, PINTERET, DISNEY CHANNEL, YOUTUBE, KLOUT, POPTROPICA, GOOGLE PLUS, HEALTHGRADES, POLYVORE

Age 35-45

TV: Animal Planet, Discovery Channel, Nickelodeon, PBS, Disney Channel

Details regarding this demographic: Generally at work from 9 a.m.- 5 p.m.

Weekends are typically the only free days Wishes their kids to be successful

Willing to spend money on their kids Spends time with Family on free time Mostly married

9

2nd CONSUMER PROFILE

Mary Harvey is a 41-year-old mother of three: James (age 11), Mark (8) and Kate (3).

She works as a high school English professor at Messmer Catholic High School. Mary tries to be the best mother she can be by closely monitoring what her kids watch on TV and limiting their video game time. Instead, she would rather have them drawing or painting and even helps James with his own writing, which he has started to enjoy.

Although she often appears overprotective, at the end of the day, all she wishes for, as all parents do, is for her kids to succeed. She tries to expose them to as many opportunities as possible and will gladly pay the price, like Mark’s tutor, the occasional family vacation and Discovery World’s summer camps and weekend workshops. Mary knows that her

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children will learn from the Discovery World workshops and hopefully gain some aspiration towards a specific eventual career path.

Mary is continuously inspired by her children’s creative imaginations and admires their endless curiosity, which gives her motivation to stay actively writing for leisure and one of her favorite poetry websites: Allpoetry.com.

Her husband Tim (43), an imaginative entrepreneur, owns a well-established AsianThai fusion restaurant on the East Side. On the weekends Tim and Mary try to make time for checking out the newest restaurants and hot spots in the city. On Sunday’s Mary and Tim enjoy taking the kids to the Oriental Theatre, Lake Park, Milwaukee County Zoo and Discovery World.

THE STRATEGY WHAT DO WE NEED TO DO TO STRENGTHEN DISCOVERY WORLD’S BRAND

ONE

TWO

THREE

FOUR

AWARENESS about what Discovery

SUCCESSFULLY CHANGE THE

CHANGE MILWAUKEE’S

SHAPE MILWAUKEE’S

(an industrial city) to what it can be (a post-industrial city with a focus on creativity and innovation)

by evangelizing the importance of science, creativity and innovation

World means, is, and stands for.

BRAND IDENTITY of Discovery World to “Constantly Grow.” An idea of never-ending improvement and development.

PERCEPTION from what Milwaukee was

FUTURE

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TACTICS DESIGN COMPETITION

What:

Who:

When:

Why:

A design competition to create a Bus Stop exterior and a poster for the Fish Fry & the Flick event held at Discovery World every summer for a chance to have the designs on public display around the city, and up to $100 in cash.

The local universities and their arts/design students. Universities include MIAD, Marquette, UWM, MATC and Concordia.

Competition starts in January and runs through the middle of March.

The university student, especially the art/ design student, is the market we want to engage. These individual’s believe they are creative, and this competition allows them to express their artistic inhibition.

Winner will be announced in May. The winning design will be on display throughout bus stop ads and bus stop exteriors running through June until July.

KEY FACTOR It must be a significant monetary prize to draw lots of interest. This is why we suggested the prize for this contest is $100 cash, in addition to Bus stop print ads and Bus exterior ads, and of course, an eternity of pride and bragging rights from winning.

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It will also provide an inexpensive way to communicate with the community, and help promote Discovery World’s relevance. We are allowing three months for students to come up with innovative designs, just in time for the promotion of the Fish n’ Flicks events starting in June.

TACTICS PRINT CAMPAIGN INCLUDES: BILLBOARDS, MAGAZINES, NEWSPAPERS AND BUS POSTERS What:

Who:

When:

Why:

Our Tesla design, Les Paul design and the poster contest winner will be displayed on billboards, bus posters, magazines and newspapers.

Pulse5’s Tesla and Les Paul advertisement designs will be implimented on billboards, bus stop posters, magazines and newspapers.

Mid August- Mid September

This is a unique way to capture those who are innovative and creative thinkers in order to increase awareness regarding Discovery World.

Local universities design/arts students will compete for their designs to be used along with our own Tesla and Les Paul Advertisements.

January- February

Mid August to mid September is the prime time for students returning to campuses for school and are looking for places to go downtown.

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EXAMPLE 1 PRINT AD FOR MAGAZINES/ NEWSPAPERS

LES PAUL “The Wizard of Waukesha” kept working hard at his trade. He experimented, he learned more, he was never complacent, and he had fun.

YOU NEVER STOP GROWING. YOU NEVER STOP LEARNING. GIVE UP. YOU NEVER

CONTINUE YOUR CURIOSITY, NEVER BE COMPLACENT.

FIND OUT MORE AT DISCOVERY WORLD discoverworld.org

DISCOVERY WORLD

14

HATE COMPLACENCY

PRINT

EXAMPLE 2 PRINT AD FOR MAGAZINES/ NEWSPAPERS

NIKOLA TESLA

DISCOVERY WORLD

discoverworld.org

FIND OUT MORE AT DISCOVERY WORLD

CONTINUE YOUR CURIOSITY, NEVER SETTLE.

YOU NEVER

YOU NEVER STOP GROWING. YOU NEVER STOP LEARNING. GIVE UP.

kept working hard at his trade. He experimented, he learned more, he never settled for anything but the best.

“The Master of Lightning”

NEVER SETTLE

PRINT

15

OUTDOOR EXAMPLE 1 BILLBOARDS/ BUS POSTERS

NEVER SETTLE. DISCOVERY WORLD DISCOVERY WORLD

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TACTICS MOSS ADVERTISEMENTS (BILLBOARD SIZED OR ON SIDES OF BUILDINGS) What:

Who:

When:

Why:

Moss graffiti advertisements to promote Discovery World awareness which demonstrates how Discovery World is constantly growing, like the moss.

The graffiti will be seen in the Third Ward, Brady St., and along the riverside.

Set up Moss Ads in June

The graffiti advertisements is specifically chosen because it will hold the attention of our target market with its innovative and interesting design.

Will have to continue to water and maintainfrom July to August

The moss advertisements will also reflect Discovery World’s mission and indicate that Discovery World is constantly growing.

SEE ANNEX B FOR INSTRUCTIONS ON HOW TO MAKE A MOSS GRAFFITI

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TACTICS $3 BILL FLIERS

What:

Who:

When:

Why:

A three dollar bill with Tesla’s face printed on the front while the back of the flier will note that it’s a coupon to get $3 off the admission rate when bringing the bill to Discovery World.

These fliers will be passed out on college campuses to promote awareness to Discovery World and give a discount incentive for students to come.

We will be passing these out on campuses during the month of September.

This is a students’ definitley especially budgets.

Some potential ways to hand these fliers out could include holding up “Free Money” signs or shouting out “who wants free money?”

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unique way to capture college attention. Saving money is a priority for college students, since they are all on such low

During the month of September is when school is beginning and students will have more leisure time to explore the city.

$3 PRINT FLIER FRONT

$3 DOLLARS OFF

YOUR NEXT TRIP TO DISCOVERY WORLD

WEALTH ISN’T JUST MONEY.

BACK

CONSTANTLY GROW Limit one coupon per person

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TACTICS RADIO ADS

What:

Who:

When:

Why:

A 60 second radio advertisement that promotes the audio labs at Discovery World in order to create awareness of what’s available there.

This will be geared towards both our primary and secondary target audience.

Radio commercials will run from August 15 until September 15.

The radio ad’s will create further awareness and reiterate Discovery World’s innovative experiece and theme of constant growth.

These radio commercials will run at radio NOW 97.3 and the HOG 102.9. Both radio campaigns would be pulse advertising running 10 ads one week and 20 the following. This will be offset with each radio station i.e. when radio station “x” is running 10 ads a week, radio station “y” plays 20, and then switches.

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RADIO SCRIPT Contact: Discovery World Paul Krajniak 414.765.9966 info@discoveryworld.org 500 N. Harbor Drive Milwaukee, WI 53202 www.discoveryworld.org

Start Date: TBD Kill Date: TBD

Discovery World Length

:60

Source

Audio

SFX

**Dramatic Movie trailer music

Chris

In a city you must fight to survive. A city looking for answers. Answers that only one building can hold. This summer. One man. One Quest. One Desire.

Travel to Discovery World to experience…

SFX

**Record scratch music drops out (soft music comes in)

David

Chris what are you doing?

Chris

Uhh – dude I’m practicing my movie trailer voice.

David

Well hurry up we don’t want to miss the Tesla show!

Announcer

Join the adventure and interactive learning at Discovery World. With workshops ranging from screen-printing to beer making there is bound to be something you’ll enjoy. Come in to record your own professional quality commercials in our audio and video studios. That’s Discovery World located on the beautiful Lake Michigan. Like us on Facebook or visit our website for more information. www.discoveryworld.com

SFX

** Movie trailer music comes in

Chris

Discovery World – Constantly Growing

# # #

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TACTICS REVAMP DISCOVERY WORLD’S WEBSITE

What:

Who:

When:

Why:

Reorganizing the current website to make it easier to read and less cluttered with photos and words.

We recommend hiring a well established web developer.

As soon as possible.

The original website has a lot of information for new consumers to absorb, which can appear overwhelming.

The revised website should have a simple layout with few words to avoid distraction from the photos of Discovery World. Not only will this make it more visually appealing but easier to browse as well.

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REVAMP WEBSITE BEFORE

AFTER Search

Home

Membership

Corporate Membership

Events

Tickets

Donate

DISCOVERY WORLD

when dominate image is highlighted this pops up with info.

Sail on the Dennis Sullivan!

“

The spread of civilization may be likened to fire; First a flickering flame, then a mighty blaze, ever increasing in speed and power.

” Nikola Tesla

Hours TUES-FRI 9:00AM-4:00PM SAT&SUN 10:00AM-5:00PM Closed Mondays

Admission fee LOOKUP 9:00AM-4:00PM SAT&SUN 10:00AM-5:00PM Closed Mondays

Upcoming events

About Us

Experiences

Programs

Brewing Class May 10th Brewing Class May 10th Brewing Class May 10th Brewing Class May 10th Brewing Class May 10th

Dennis Sullivan

Camps

Calendar

Newsletter Your email Submit

For educators

Tours

Visitor Info

Facebook Twitter

TACTICS EVENT DISCOVER WHO YOU KNOW

What:

Who:

When:

Why:

This is a networking event offered to young professionals, in addition to college students in the business field. This event is held at the Pilot House of Discovery World, in addition to the aquarium, where the silent auction will be held.

Young professionals and college students in the business industries looking for a networking opportunity.

Wednesday, April 24, 2013 (5pm-8pm)

This event is a quick and efficient way to maintain growing awareness.

88.9 radio will be the host for this event, in addition to catering from Bartolotta restaurants. There will also be a cash bar for those interested! It’s $40 per ticket and there is a limit of 200 capacity- so tickets will go quickly!

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It also provides a wonderful opportunity for young professional’s to network within the city.

PROMOTIONAL FLIER EVENT DISCOVER WHO YOU KNOW

Where we will advertise: 88.9 RADIO Marquette and UWM U.S. Bank (direct mail) Northwestern Mutual (direct mail)

100% of all auction sales will go to the Boys and Girls Club of Milwaukee and 100% of all ticket sales will go to Discovery World.

DISCOVERY WORLD

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TACTICS EVENT LEGO BUILDING

What:

Who:

When:

Why:

There will be a miniture Lego version of Discovery World built by a professional lego builder artist. It will be 6 ft x 8 ft x 8 ft, located at Old World and 3rd Street in between State st. and Kilbourne.

This will attract those who think outside the box and challenge them to help finish this Lego project.

Since it will be an outdoor activity, this event will run during the month of July.

This event will spark interest in the Milwaukee community, but will specifically attract those of our target market, with its creative innovation.

To stay consistent with our campaign “Constant Growth”, this Lego model will remain unfinished. Next to the work a few boxes of legos will sit for visiters to “make their mark” on the piece. Through PR and social media, we hope to help bring buzz about this event without using promotional fliers or commercials.

Because there are so many different Lego artists styles, the prices will vary depending on which artist is hired for the project.

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SAMPLE EVENT LEGO BUILDING ERIC HARSHBARGER

SEAN KENNEY NATHAN SAWAYA

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BUDGET

RADIO: $12,000 ($6,000) 102.9 The HOG ($6,000) 97.3 Radio NOW

BILLBOARD: $2,400

*$600 X 4 Locations BUS EXTERIOR: $8,250

*$8,250 EVENTS: $4,882 $3 Bill Flier $300 Networking Event $3,682 Moss Graffiti

*$900

BUS STOP POSTERS: $2,650 $100 for Winner $150 promotion $300 per post X 4 = $3,000 X 4 = $$12,000

TOTAL BUDGET= $30,182 * This includes the %50 discount that nonprofit companies receive

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TIMELINE 2012 May

Jun

Jul

Aug

Sept

Oct

Nov

2013

Dec Jan

Feb

Mar Apr

May

Jun Jul

Radio Moss Graffiti

Set Up (June)

Billboard Bus Ad (exterior)

Poster (constest)

Contest starts- Promotional ads

Results in May

$3 FLIER AD Event- Lego EVENTDISCOVER WHO YOU KNOW

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EXECUTIVE SUMMARY The overall mission of this campaign is to increase awareness, obtain interest and gain attraction from the Milwaukee population. To achieve this we have created the unique brand image for Discovery World as “constantly grow” which will be shown in our various advertising campaign features. Discovery World prides itself on public ingenuity and innovation seeking constant growth through educational, cultural, and environmental development within the city of Milwaukee.

After our research, we were able to identify the main problems of Discovery World: lack of a strong, clear brand image and a misdirected target market. We were then able to identify our primary demographic which ranges from 18-28 years old. These college-aged prime prospects are adventuring, creative technologist, who are fueled by new experiences and their passion for learning and applying new skill sets. Our primary targets are constantly growing and Discovery World can help them achieve this.

With further research we hope Discovery World will consider using our proposed campaign ideas, which are designed to create more awareness to Milwaukee residents, but especially to the college aged demographic. Thus establishing a better atmosphere, fulfilling Discovery World’s mission of being an innovative center for learning in the wonderfully evolving city of Milwaukee.

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ANNEX A SURVEY FLOWCHARTS

Ad Campaigns- Kat Lau Discovery World- Research Study

Have you ever heard of Discovery World?

NO

It’s an interactive public center for innovation that has wonderful exhibits such as workshops and an aquarium.

(Show video/ Fliers & brochures)

Would you go now that you know what it is? why/ why not?

How much $$ Would you pay to go?

YES

YES

How would you describe it?

Likes/ Hates?

Would you go again?

Why/ why not?

How have you heard of it?

Have you been there?

NO

Why haven’t you gone?

What’s holding you back?

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ANNEX B HOW TO MAKE MOSS ADS

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