Forging the Future: International Spy Museum Conquers Digital by Max Marcucci

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RAMSAY

PROPOSAL

FORGING THE FUTURE: INTERNATIONAL SPY MUSEUM CONQUERS DIGITAL Â TO: INTERNATIONAL SPY MUSEUM FROM: RAMSAY INTERNATIONAL, WITH

Statement of Confidentiality This proposal and supporting materials contain confidential and proprietary business information of Ramsay International. These materials may be printed or photocopied for use in evaluating the proposed project, but are not to be shared with other parties.

Proposal Issued: 04.13.2015 Proposal ID: 0112-2015

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WE CAN DO SOME INCREDIBLE THINGS TOGETHER. LET’S GET STARTED.

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RAMSAY INT'L

PROPOSAL TABLE OF CONTENTS 02 Who We Are 04 About Us 06 The Situation Analysis 08 The Challenge 09 The Research 11

The Audience

14 The Consumer Insights 16 The Big Bet 18 The Objectives 20 The Strategies & Tactics 30 The Budget 32 The Timeline 33 The Evaluation

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INNOVATIVE BOLD BOUNDRY-PUSHING PROS

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MEET OUR SPECIAL FORCES

Silas Hill

Maddie Bagley

Maxwell Marcucci

Accounts Director

Marketing Director

Creative Director

Caitlin Friess

Daylyn Weppner

Senior Research Analyst

Digital Strategist

We are passionate individuals that love pushing the boundaries. Responsible for your success, our team is always hard at workâ&#x20AC;&#x201D;oriented on client needs and objectives.

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HELLO THERE. WE ARE RAMSAY INTERNATIONAL, A FIERCELY CREATIVE AGENCY.

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A LITTLE BIT ABOUT RAMSAY FOUNDED IN 2015, Ramsay International is a collection of passionate creatives driven by client success and the never-ending pursuit of brand engagement. Sure, it’s clicked to say, but we love what we do— work is actually fun for us. How many people can say that?

The Name Our team takes inspiration for everything, including the real-life

WHAT CAN WE DO FOR YOU?

story fit for a movie of a Soviet spy named Richard Sorge who worked as an undercover operative in the lead up to and through the end of World War II.

ANALYTICS

His cover of a German journalist bought his access to both Nazi

BRAND STRATEGY

Germany and the Empire of Japan where he collected vital wartime information for Soviet Military Intelligence. His codename was Ramsay.

The Philosophy

CREATIVE DEVELOPMENT EXPIERENTIAL MARKETING

Much like Richard Sorge, Ramsay International can take many shapes, but never stops being who are. In his case it was a Soviet military intelligence officer taking the form of a German journalist. In our case, it is a group of fearless creatives who take the form of business people and consultants.

MEDIA RELATIONS SOCIAL MEDIA

At the end of the day, we are what we are—creative.

VIDEO PRODUCTION The Love Because we love what we do, everything we do is done with love. We seal each presentation, proposal, and deliverable

TECHNOLOGY DEVELOPMENT

pack—pretty much anything you can think of—with our signature heart.

WEB DESIGN

We do this out of love, and as a pictorial representation of our commitment to excellent work product, made with love.

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STATUS REPORT: WHAT WE’RE CURRENTLY DEALING WITH

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SITUATION ANALYSIS HOME TO MORE THAN 80 MUSEUMS, Washington, DC is saturated with attractions for the more than 19 million visitors passing through the city each year, on top of the nearly 6 million people who call the Washington metropolitan area home. Many attractions are free, making the market that much more competitive for tourists’ and locals’ cash and attention.

The Market The Washington, DC market is a unicorn among museum

SOCIAL MEDIA STATS

markets—highly saturated with museums and entrainment

20,062

options, the District is extremely competitive among attractions. With so many museums and activities being free, special

likes / fans

consideration is necessary when appealing to tourists’ and locals’ attention and money. Nearly 6 million people in the immediate Washington metropolitan area, and approximately

9,960

19 million tourists yearly comprise the market. See “Industry Analysis” for more information.

followers

The Collection

994

The museum’s collection is extensive, spanning subject matter, decades, and even countries. The content of the collection is

followers

inherently interesting. The museum does a great job of having varied kinds of artifacts and exhibits for visitors with all levels

1,480

of interest in espionage. Currently the entire collection cannot be shown due to space limitations.

subscribers

The Location In the heart of China Town, the museum’s current location is a perfect draw for tourists and local alike. Unfortunately, the museum has outgrown the space where they are currently housed, and is seeking to find a new, permanent home that is much larger than their current facilities. The museum is jampacked with artifacts and gadgets, which makes for some tight spaces and not so intimate moments discovering the history of

 

244

photos

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followers

espionage.

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EVERY PROJECT NEEDS TO START WITH A STRONG FOUNDATION

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THE CHALLENGE THE INTERNATIONAL SPY MUSEUM, is positioned as a top-of-mind attraction for visitors and locals alike, but is not without its challenges. An out-of-the-box strategy to ramp up audience engagement, cut through the noise of other museums, and address a space issue that has been holding back the museum and collections is needed, right now.

The Location

The Positioning

The museum’s physical location is one of the largest challenges,

Everyone can relate to espionage in some way—it is a staple in

and feeds into several other difficulties. At 64,000 sq. ft., the

popular culture, movies, cartoons, and video games, just to

museum’s exhibit space is nothing to be scoffed at, however it

name a few. The International Spy Museum wants to move

is limiting the size and number of exhibits that can be displayed

away from being viewed as a novelty and instead wants be seen

at any one time. To address this issue the museum will be

as a respected institution dedicated to espionage, and the

moving into a new home that has yet to be determined.

foremost experts on the subject matter.

•

Challenge: How do we build excitement and drive visitation (and repeat visitation) with limited space and stagnated exhibits?

•

Challenge: How do we reposition the museum as a respected institution funded, operated, and frequented by preeminent experts in the espionage field?

•

Challenge: How do build excitement and anticipation ahead of the location move, drive visits, and educate audience on the new location of museum?

•

Challenge: How do we shed the novelty view while maintain the quality of our exhibits and continuing to engage our audience? We don’t want to become stuffy, either.

The Audience

The Buzz

Espionage has broad appeal—it spans generations, genders,

This is a watershed moment for the intelligence and espionage

ethnicity, and nationality. Washington is a global cross-section,

community. Everyday new headlines appear around the world

attracting 19 million visitors each year from every walk of life.

that have something to do with spies or intelligence gathering,

Locally, nearly 6 million people call the Washington

especially around cyber attacks, drones, and the US’s data

metropolitan area home.

collection activities (read: Snowden).

•

Challenge: How do we effectively target and communicate with our audience, especially the transitory audience?

•

Challenge: How do we capitalize on the frequent coverage of our subject matter area?

•

Challenge: How do we get younger guests and repeat visitors through the door now?

•

Challenge: How best can we build buzz and awareness for the museum and collections?

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THE RESEARCH AS THE FIRST STEP TO ADDRESSING the current challenges, our team embarked on a fact-finding research mission that consisted of primary and secondary data collection and analysis. We scoured the web for information; we conducted focus groups and surveys to find an innovative solution; we looked at current positioning; we analyzed the market and the industry.

THE METHODOLOGY FOCUS GROUPS

CONSUMER ANALYSIS

SURVEYS

SOCIAL MEDIA AUDIT

INDUSTRY ANALYSIS

SECONDARY DATA ANYLSIS

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THE RESULTS AFTER DATA & RESEARCH COLLECTION, our team set to work analyzing the information, turning it into useable statistics and factoids. Through our analysis we found unique opportunities to leverage the museum’s existing assets and build upon past success to address the current challenges facing the museum—namely visitorship, engagement, and positioning.

Current Positioning

Museum Landscape

Current overall perceptions of the International Spy Museum

Interactivity has become a cornerstone of museum experiences

are positive, despite some views of the collection as dated.

across the globe. Studies have indicated that interaction with

These impressions persist despite conflicting visitorship.

museums and their collections are no longer (and shouldn’t be) confined to museum or exhibit walls.

The museum is vying with the Smithsonian Institutions for a spot among the top three most recognized museums in

Interaction outside of the physical brick and mortar of museums

Washington. Meanwhile, many respondents see the museum

is not only possible, but in many cases consumer-demanded, as

as focused solely on the Cold War and James Bond.

evidenced in our survey and focus group dialog.

Perceptions of the museum are rooted in the admission price and “dated” subject matter, but many of the negative

The same studies underscored that interactive sociality improves

perceptions are balanced out by the idea that the museum houses “cool” collections, like spy gadgets.

Current Visitation While the museum currently welcomes a respectable number of visitors, as well as elementary, middle, and high school groups, only 40% of our sample had visited the museum, with fewer than 1 in 4 making repeat visits.

New Location A vast majority (72%) of those sampled were unaware of the impending museum location change. Interestingly, their

a museum’s value and social standing, as well as serving as a catalyst for cultural consumption and improved visibility.

What the People Want Information collected through our focus group concluded that people are interested in the facts, history, and science behind espionage. We observed that regardless of interest level in the subject matter, people were intrigued by espionage and expressed a desire to learn about it in their free time. Unsurprisingly, people maintain an avid interest in the most popular spy of all time—James Bond. In addition, the entertainment value of spies was front and center in people’s interests when probed about espionage, however many were

likelihood to visit saw a shift of +11 after respondents were

excited at the prospects of learning the history, culture, and

informed of the upcoming move.

reality of espionage in an interactive manner.

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THE AUDIENCE WE TALKED WITH A CROSS-SECTION of the museumâ&#x20AC;&#x2122;s audience to determine the ideal target and what theyâ&#x20AC;&#x2122;re looking for in a museum experience. Our subjects span generations, ethnicities, incomes, locations, genders, as well as professional and personal backgrounds. This is who we should be targeting and how we can most effectively target / attract them to the museum now, and in the future.

The Topline Informed through research, we have determined the target audience of our proposed campaign to drive visitorship and repeat visits, build buzz before during and after the

CAMPAIGN AUDIENCE

impending move, as well as reposition the museum to top-ofmind awareness and to be seen as a serious contender and not so much as a novelty.

Who Are They?

20-45

YEARS OLD

Our audience is social media savvy. They are active learners who are at the vanguard of the newest technology trends and latest societal memes. They spend much of their time plugged in and connected to the Internet. They are between the ages of 20 and 45 and have either previously visited the museum of are aware of the museum. They have some level of interest in spies, espionage, and covert culture (even current affairs in the media). Some might be young parents looking to educate their children in a fun, eccentric, and experiential way; others are singles or young couples looking for an interesting way to spend their time. They value entertainment intertwined with education, and enjoy learning for fun.

PARENTS + SINGLES + YOUNG COUPLES SOCAL MEDIA SAVVY + PLUGGED IN EXPIERENTIAL LEARNERS

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WHAT THEY’RE SAYING

WHAT THEY’RE THINKING

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PUTTING IT ALL TOGETHER

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CONSUMER INSIGHTS MAKING THE EXTRACTED INFORMATION useable was our next task. We took all the information we collected through the research process—industry analysis, consumer research, focus groups, surveys, secondary research—and we pieced it together to find unique opportunities for the International Spy Museum to leverage.

Museums In DC

Integrating Technology

Museums are among the most popular attractions in Washington, and boy are there a lot of them. It is critical to differentiate within the crowded museum sector. The International Spy Museum needs to showcase and develop interactive exhibits that go beyond the museum walls to attract the attention of residents as well as tourists. Our focus groups and secondary research confirmed: people of all ages and from varied locations have a strong desire for museums to be interactive. From the focus group:

“

I would go to a museum if it were something interactive, not something where I can just look at art or artifacts.

While analyzing secondary research, we came across an article, Cultural Consumption, Interactive Sociability, and the Museum, which informed our future analyses. The article found interactive sociability—including social media—increased museum attendance, and museums effectively engaging on social levels had more “buzz” compared to other museums. The article concludes that allowing people to engage with a museum and its collections both inside and outside the museum created museum advocates and evangelists. Interactivity allowed visitors to expose their museum experiences with their peers, driving increased visitation and top-of-mind awareness.

Who Is Doing This? (and doing it well?) There are very few museums that have successfully mastered the integration of technology into their collections. The Cleveland Museum of Art’s renovated wing includes docking stations for iPhones and iPads that allow for interactive learning

“

Many members of the focus group indicated they were

about the artist and the painting. The museum also features a

interested in the potential opportunities to make the

projection screen where visitors can draw doodles and a computer will identify similar artists and paintings based off

International Spy Museum more interactive. When discussing the subject matter of the museum with focus group participants, they were most excited with the potential “cool” interactive initiatives that could be taken to capitalize on the espionage aspect.

their drawings. The bet on technology paid off—within the first year visitation increased by 39% and they saw an 80% in donations. Their goal was to “build audiences, including families, youth, school groups, and occasional visitors with all levels of knowledge about art”, according to their chief information officer, Jane Alexander.

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SO, WHAT ARE WE GOING TO DO ABOUT THE CHALLENGES?

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RECAP OF CHALLENGES IN ORDER TO OVERCOME THE challenges previously identified, our team took a holistic look at what the museum is currently doing, and overlaid our research findings to identify ways to connect to an audience with varied interest levels in the subject matter, as well as diverse demographics. We aimed to solve the following questions through the execution of our primary objective:

How do we build buzz and excitement about the museum and its collections before, during, and after the relocation? How do we effectively target and reach our audience, especially when they are so diverse and often transient? How do we reposition the museumâ&#x20AC;&#x201D;away form the novelty and toward subject matter expertsâ&#x20AC;&#x201D;without sacrificing our current audience or brand perception? How do we contend with the physical space limitations for exhibitions, especially as we encourage repeat visits?

THE BIG BET IN A WORD: INTERACTIVITY. The spy museum has the tremendous advantage of being inherently interesting to a mass audience, and many of the in-museum exhibits have some sort of active component to them, but it stops at the museum doors.

Through the integration of technology, social media, and digital tools, the International Spy Museum will not only be at the vanguard of the next generation of museums, but will increase visitorship by creating interactive and experiential moments that will translate both inside and outside of the museum. 16

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BREAKING DOWN THE BIG BET Through the integration of technology, social media, and digital tools, the International Spy Museum will not only be at the vanguard of the next generation of museums, but will increase visitorship by creating interactive and experiential moments that will translate both inside and outside of the museum. Why is this the Big Bet?

How does the research support this?

This big bet will be ground breaking forma of digital interaction, firmly placing the International Spy Museum at the cusp of the next generation museum. Additionally, this strategy aligns perfectly with the subject matter of the museum—gadgets and gizmos that once seemed unrealistic are now commonplace (ie: cell phones and the Internet).

Research found that audiences want interactive activities when attending learning activities, like museums. It also pointed to the fact that this interaction is not and should not be limited to within museum walls. Information pointed to the fact that people are willing to interact with the Spy Museum outside its location. These facts point to the digital space being a crucial option to create interaction without a physical location. Knowing that visitors are interested in the museum outside of a physical trip means that people would be curious and engaged with new interactive initiatives.

Rather than being another stuffy museum in Washington, DC where there is only one-way engagement with online followers and museumgoers, the Spy Museum has the opportunity to create valuable experiential moments for all visitors, regardless of location. k

These moments will be publically visible and newsworthy— providing publicity and earned media for the museum before, during, and after the relocation. k

How is this different from current strategies? k

The current strategy employed by the museum more a classic approach; using digital space as a way to inform, interact with, and entertain followers. Our Big Bet will add a third dimension to social media by allowing followers to interact with an activity that exists entirely online. k

How does this solve / address the problem? k

Keeping the museum relevant in this time of transition and limited space is critical. Engaging audience members to increase visits and re-visits is vital. Our strategy allows for meaningful interaction between the museum and its audience without physical limitations and the uniqueness factor will not only drive interest but media attention. The museum will ride this wave of attention and watch visitorship increase.

How does this relate to the audience? k

The audience of young parents and millennials—who are active learners—are social media savvy and will enjoy the opportunity to engage with an inherently interesting museum and subject on platforms they are utilizing every day. Mature age children can engage with the museum, as this generation is consistently at the cusp of new trends in technology. People who have already visited the museum are likely to follow the Spy Museum’s accounts and be of the first to jump on these activities. k

How does this address the challenge? k

Blending new digital tactics in combination with traditional media and communications will reach our audience of independent influencers, who will in turn spread the message to their networks. Social media shares are just as important and effective as word of mouth. k

Building out social influence for the museum builds buzz among stakeholders and audience members, as well as the implementation of new programming that is “shareable” and noteworthy will increase popularity and top-of-mind awareness, and drive visitorship before, during and after the relocation.

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THE OBJECTIVES Maintain brand momentum and audience engagement before, during, and after the relocation of the museum. Increase the number of first-time and repeat visitors to the museum before, during, and after the relocation of the museum. Emphasize the educational and professional value the museum provides to its members and visitors. How do we contend with the physical space limitations for exhibitions, especially as we encourage repeat visits?

THE PROMISE Through our strategies and tactics, we will bolster engagement with the museumâ&#x20AC;&#x2122;s target audience, which will in turn help drive new conversations about the museum and translate into earned media and attention, increasing attendance and top-of-mind awareness before, during, and after the relocation of the museum.

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THE NAME OF THE GAME IS ACTIVATION & EDUCATION

RAMSAY INT'L

THE STRATEGY ACTIVATION + EDUCATION = “BE A SPY” BE A SPY THE KEY MESSAGES Experience what it’s like to be a spy at the International Spy Museum—where you can be a spy. Spies posses intellect, sophistication and, of course, gadgets. The Spy Museum combines those traits, with an emphasis on gadgets, to create a total spy experience. Spies don’t have offices. They work beyond walls. The Spy Museum is cutting down museum walls and working covertly across town, cross-country, even globally. Regardless of interest level, the Spy Museum has something for everyone: from historic spies, to present day espionage and controversy. Come on, be a spy.

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ACTIVATION & EDUCATION Through a committed strategy of activation and education, the International Spy Museum will drive visitorship, bolster the museum’s reputation and online presence, as well as place it on the cutting edge of next generation museums. By activating and educating a loyal following (both inside and outside the museum walls) we will drive repeat and first time visits, build buzz and community, and integrate social media and technology into the museum experience.

Why is this the Big Bet? k

These moments will be publically visible and newsworthy— providing publicity and earned media for the museum before, during, and after the relocation. k

How is this different from current strategies? k

How does this solve / address the problem? k

not only drive interest but media attention. The museum will ride this wave of attention and watch visitorship increase.

How does the research support this? k

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RAMSAY INT'L ACTIVATION TACTICS

INSTAGRAM HOT SPOTS Spies may not be able to post their favorite selfies or photos, but visitors to the International Spy Museum in Washington, D.C. can thanks to the installation of “Hot Spots” designed to help visitors get that perfect snapshot.

The Idea

Potential Headline

Specially designed “Hot Spots” will be placed around the museum to show visitors where the best places to take perfect photos from. These areas will be identified and lighted well to ensure quality user photos.

Getting Picture-Perfect at the Spy Museum

The photos will be posted to Instagram (or other social media sites) using the hashtag #ISPY. User-generated content and beautiful photos will drive buzz and provide the museum with more resources .

Journalists Jason Abbruzzese Mashable Gabriel H. Sanchez Buzzfeed Issie Lapowsky Wired Magazine

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RAMSAY INT'L ACTIVATION TACTICS

SNAPCHAT & VINE These platforms align perfectly with the museum and its subject matter—disappearing messages and 6-second videos…staples of every spy story ever told. The platforms lend themselves to engaging our audience with low barriers of action; most people are already using these platforms in their daily lives. The Idea

Potential Headline

This tactic is mean to specifically build buzz and create a new dimension for the museum. By utilizing Snapchat and Vine, the museum can reach its audience right where they already are—their phones.

Now You See It: Spy Museum Latest Brand to Leverage Snapchat

These platforms will allow people to get a feel for the behind the scenes of the museum, as well as provide unique engagement and activation opportunities such as clues and contests.

With Snapchat specifically, we have an opportunity to develop custom filters for the museum, as well as covert contest campaigns.

Journalists Jason Abbruzzese Mashable Gabriel H. Sanchez Buzzfeed Issie Lapowsky Wired Magazine

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RAMSAY INT'L ACTIVATION TACTICS

AUGMENTED REALITY APP Imagine a museum where part of the exhibit is a secret only you can see. This is the premise behind the new Dead Drop app for the International Spy Museum. As an augmented reality app, it will allow users to see hidden, virtual information through their phones. The Idea

Potential Headline

This tactic will not only play perfectly to the espionage subject matter, and truly immerse visitors in the spy experience, but it will solve a problem plaguing the museum—space.

New Augmented Reality App Lets You Become a Spy

The app will allow the museum to develop its virtual real estate, showcasing information and artifacts that can’t physically fit into the museum’s 64,000 sq. ft.

Journalists Tracy Lein LA Times, Technology Zach Epstein BGR.com Heather Clancy Fortune Magazine, Technology

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RAMSAY INT'L EDUCATION TACTICS

CENTER FOR INTERNATIONAL ESPINONAGE ANALYSIS The International Spy Museum will launch a new initiative: The Center for International Espionage Analysis. This spy think tank will be dedicated to spies, spy policy, and international espionage (past, present, and future). This center will bridge the gap between media, politics, and the new school of espionage. The Idea k

As a way to beef up its reputation for education, and to eat away at the novelty positioning, the museum will launch the Center for International Espionage. This think tank will provide expert analysis of real-world espionage, security, and cyber policy. They will serve as a touchpoint with the media, and as another way to bolster the reputation and media impressions of the museum. Already the media reaches out to the museum, and this new center will expound upon those relationships. The CIE will be comprised of spies, policy experts, government officials, technology experts, (all past and/or present if possible). They will work to study trends in espionage and issue periodic reports with recommendations or projected outcomes if applicable. In addition to reports and research, the center and its members can serve as subject-matter experts. This works to not only reposition the museum as a serious institution, but provides excellent opportunity for earned media and new touchpoints with an international audience.

Potential Headline k

Center for International Espionage: An Open Discussion of Modern Subterfuge Journalists Elise Viebeck The Hill, Policy & Cybersecurity Rachel King Wall Street Journal, Policy & Consumers Mike Allen POLITICO, Playbook

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RAMSAY INT'L OVERALL TACTICS

PRESS OUTREACH & STORY DEVELOPMENT Playing a vital role in telling the story of the museum, it is imperative that we maintain relationships with the press and continue to issue regular press releases talking about the museum and its new initiatives, particularly in the build up to the relocation.

The Idea: BuzzFeed Articles These articles are meant to reach people who are not near the museum, but also targets those who have been and are already invested in Spy culture. Buzzfeed is a useful source to create educational content that captures inquisitive minds in an interesting way. Through these articles, the buzz of the museum move could be introduced at the beginning of the article. followed by the humorous and engaging content. Article ideas include: • • • •

7 Worst Spies in the World Famous People You Didn’t Know Were Spies Coolest Spy Gadgets from the Past Meet a Spy: interview with a former spy or espionage expert that pushes the educational aspects of espionage. This could be conducted to a broad audience, including school systems.

The Idea: Press Kits Maintaining and updating press kits will help the museum to stay focused in the media.

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RAMSAY INT'L EDUCATION TACTICS

INTERNATIONAL SPY HALL OF FAME Former spies are getting some real-world recognition in the International Spy Museumâ&#x20AC;&#x2122;s latest attraction: the International Spy Hall of Fame. Dedicated to infamous spooks from around the globe, the hall of fame is housed within the Center for International Espionage Analysis. The Idea

Potential Headline

It will include an induction of past spies into the Hall of Fame who are both living and past away. Those who are living will attend the event, and the induction will be a sort of award show where a short video synopsis of their best work is displayed to honor them, and they will have an opportunity to make a speech. The Spy Hall of Fame will also incorporate a digital exhibit online showing their acceptance speeches along with the video synopsis of their work. The Spy Hall of Fame has potential for constant induction at future events for further exposure.

Real Spies: Hall of Fame to Recognize RealLife Experts in Espionage Journalists Gareth Moore Washington Post, Events Nelson Billington Washingtonian Magazine

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RAMSAY INT'L EDUCATION TACTICS

TAKEN: SAFTEY TRAINING SERIES Taking a page from the action-packed James Bond books, as well as Liam Neeson, the International Spy Museum is offering gender-inclusive self defense workshops. The Idea

Potential Headline

Get the training you need to know in order to escape from even the direst situation.

Fight Like An Agent: Spy Museum Launches Safety Training Initiative

Professional bodyguards, police officers, FBI and Secret Service agents will teach how to protect yourself and avoid being taken. From kidnapping, to robbery, to simple self protection, the course will provide the opportunity to learn the real skills to keep you safe Segments run for men, women, and gender-neutral groups will feature self-defense training and practical instruction. This can include hand-to-hand demonstrations, carry-conceal demonstrations and legal discussion, and a â&#x20AC;&#x153;mythbustingâ&#x20AC;? segment featuring famous escapes and action sequences from films. These workshops can be livestreamed, and recorded for online sharing.

Journalists Melinda Contreras DCist Emily Codik Washingtonian Magazine Lauren R. Taylor Washington Post

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HERE’S THE MATH FOR CAMPAIGN EXPENSES

RAMSAY INT'L

THE BUDGET DESCRIPTION

FEE

ADT’L FEE

TOTAL

RESEARCH Additional Insights & Research

$5,600

Platform Maintenance

$9,600

Instagram “Hot Spot” Installations

$8,000

Content Creation

$4,000

Production Cost

$250

SOCIAL

App Development

$90,900

$250 $2,000

$92,900

EVENTS Safety Trainings

$7,000

Center for International Espionage Analysis

$50,000

Hiring

$8,000

Media Planning

$8,000

Graphic Design

$4,000

OTHER

Press Kits

$200

Total

$189,550.00

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WHAT KIND OF TIME TABLE ARE WE LOOKING AT?

RAMSAY INT'L

THE TIMELINE TACTICS

05/04

05/22

Instagram Hot Spots

Installation

First “Spy of the Week”

Snapchat & Vine Missions

Begin testing

Buzzfeed Articles

“Meet A Spy” Video

Augmented Reality App

Development starts

06/06

“Coolest Spy Gadgets”

First podcast production

Safety Training & Simulations

First Simulation Campign Press Release

06/29

10/05

First Mission Winner Announced “Famous People Who Were Spies”

Safety Training Release

ONGOING

Every first week of month new mission New content opportunities Dead Drop App Debuts

Center for International Espionage

Press Kits

06/22

Every week a new winner First Mission Goes Live

“7 Worst Spies”

06/20

Dead Drop App Release

First podcast airs

Avaibale throughout the move Highlight museum, develop content First and third week each month

CIE Release

New Location Release

Regular press releases for museum

RAMSAY INT'L

EVALUATION QUANTITATIVE Number of tagged Instagrams Snapchat Followers & Mission Competitors App Installations BuzzFeed Interaction Safety Training Attendance CIE Podcast Subscriptions Media Impressions Museum Ticket Sales

QUALITATIVE Review Conducted by Museum Staff Museum Climate Survey Museum Brand Awareness & Perception Focus Group

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THANKS FOR YOUR TIME & ATTENTION